The utilization of traditional material in the creation of Tik Tok content in Vietnam is gaining favor among viewers as well as positive reviews from experts.
One of the most important priorities in the process of international integration is the preservation and promotion of cultural traditions. Currently, some creators on the tik tok (known as “tik tokers”) have their own paths, such as using folk materials to make a breakthrough trend in developing their video.
“Tik tok will be a new distribution platform for young people to express their creativity,” Mr. Nguyen Huu Hien, CEO of Creativa, Le Group.
How this trend is happening
Despite only appearing around for a short time, this trend has been favorably recieved by a number of people. Tiktokers have employed resources like traditional clothing, rural sceneries, proverbs, idioms or traditional beliefs as a reformation way to bring traditional values closer to audiences. Some popular accounts with a large number of followers are Trung Thao Mai (673k followers), Dong Thay Huyen Co (131k followers), and Vu Nhu Nguyet (291k followers), whose films frequently received 100k-200k views, and several have gone viral with over 500k views. In the comments section, such videos always elicit a response and expectation from audiences.
Source: Tik Tok
What experts think about this trend
Mr. Nguyen Hoang Hiep, who is currently in charge of communication for Mat Xam, a cultural promotion project, stated: “It is obvious that familiar things like proverb, idiom or traditional costumes can easily touch the audience. Tiktokers may use its closeness and unique as two characteristics of folk materials in their creative work.”
From the perspective of a researcher of folklore, Dr. Ta Thanh Huyen (Department of Folklore and Popular culture, Faculty of Literature, University of Social Sciences and Humanities) expressed: “It is a good thing that young people have certain orientations when using traditional materials. A recreation in any kind of form with “culture codes” inside provides folk materials, traditions and cultural values with a chance to return with contemporary life. If still recreated in other forms, these materials will appear and continue to exist in future generations.”
What tiktokers should pay attention
However, apart from the positive sides of this phenomenon, experts provide some advice to creators who need to cultivate and learn about the traditional materials exploited. Furthermore, the focus on content as well as image quality is a significant factor in bringing products closer to viewers.
“When using folk materials in videos with funny features, it is necessary to be restrained and careful in creativity. Attempting to purchase a laugh at any cost might be offensive to viewers. We must thoroughly understand and show our appreciation to our precious national cultural values.” – Dr. Ta Thanh Huyen Dr. Ta Thanh Huyen
Mr. Nguyen Huu Hien suggested that:”In Vietnam, there are certain cultural and traditional values which must not be violated. You should avoid bad and vulgar actions in your videos”
Nowadays, the use of “folk materials” in content production on a social media platform with a massive audience, such as Tik Tok, is a good sign for conserving and promoting “old values.” Creating with maintaining core values, on the other hand, will continue to be a challenge for youthful creators.
Launched in 2017, Tik Tok is a new social media playground for content creators. Unlike other social platforms, Tik Tok has pioneered the use of short informative videos to the audience, requiring content producers to consider how their products may be appealing from the first seconds.
According to the Hootsuite Digital 2021 report, Tik Tok is the world’s seventh-largest platform and Vietnam is one of the Southeast Asian countries with the largest Tiktok users in Southeast Asia.
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