Intangible Cultural Heritage in Transition: Globalization and the Transformation of Gaye Holud in Bangladesh
DOI:
https://doi.org/10.48165/sajssh.2026.7404Keywords:
Intangible cultural heritage, gaye holud, cultural sustainability, globalization, ritual transformation, mediated heritage performanceAbstract
Gaye Holud, one of the most recognizable pre-wedding rituals in Bangladesh, represents an important form of intangible cultural heritage that reflects collective memory, cultural identity, and intergenerational continuity. This study explores how gaye holud is transformed, negotiated, and culturally sustained within contemporary Bangladeshi society. Grounded in an interpretivist paradigm, the research employed a qualitative ethnographic design using participant observation, semi-structured interviews, and document review. Data were collected from 20 participants alongside observations of five gaye holud ceremonies across rural, urban, and diasporic contexts. The findings reveal that while traditional symbolic practices such as turmeric rituals, family blessings, and communal participation remain culturally significant, contemporary ceremonies increasingly incorporate luxury aesthetics, professional event management, cinematic photography, and digitally mediated performances shaped by social media culture. The study further demonstrates that authenticity within gaye holud is continuously negotiated rather than preserved in fixed form. Rather than indicating cultural decline, the ritual survives through adaptation, reinterpretation, and hybrid cultural expression. The study contributes to broader discussions on intangible cultural heritage, cultural sustainability, and mediated ritual performance while supporting the objectives of United Nations SDG 11.4 concerning the safeguarding and preservation of cultural heritage within rapidly changing societies.
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