Preservation of indigenous culture among indigenous migrants through social media: The Igorot peoples

Abstract

The value and relevance of indigenous knowledge towards sustainability of human societies drives for its preservation. This work explored the use of Facebook groups to promote indigenous knowledge among Igorot peoples in the diaspora. The virtual communities help intensify the connection of Igorot migrants to their traditional culture despite the challenges of assimilation to a different society. A survey of posts on 20 Facebook groups identified and classified the indigenous cultural elements conveyed through social media. A subsequent survey of 56 Igorot migrants revealed that popular social media has a significant role in the exchange, revitalization, practice, and learning of indigenous culture; inciting an effective medium to leverage preservation strategies.