LAUSR

ABSTRACT UNESCO has declared Baul songs in 2008 and Traditional Art of Jamdani Weaving in 2013 as ‘Intangible Cultural Heritage of Humanity,’ stating its importance in Bangladesh as a symbol of identity, dignity, and self-recognition. Bangladesh is one of the next 11 countries in the world with approximately 160 million people is experiencing an exponential growth of social media users. Towards the goal of strategically representing and diffusing ICH through social media, this study explores the current roles of social media in the transmission of ICH in the virtual world through content analysis. The potential roles of social media in the process of preserving ICH offer a space for building awareness, creating knowledge, and diffusion of innovations.