MELAYU CULTURAL HERITAGE IS TRANSMITTED THROUGH A CROSS-CULTURAL COMMUNICATION PROCESS USING VIRTUAL INHERITANCE TECHNOLOGY

Abstract

The objectives of this academic paper were to review about the concept and communication theories, cross-cultural communication, and cultural propagation. To apply the aforementioned knowledge in the inheritance of intellectual heritage of Melayu Pattani arts and culture. The results of the body of knowledge review found that Traditional Malay artworks reflect the Melayu culture of Pattani, as well as the cultural and artistic heritage of the Melayu ethnic group that is invaluable to the communities in the southern provinces. And the art that represents these cultures will be transmitted through many forms of art, including painting and architectural works as well as performing arts such as; Rongngeng, Sampeng Ma Yong, from Mayong to Nora, Wayangseum, Likehulu, Krueto, Dara and Banor, which are beautiful and unique, clearly represent the Malayu people. And factors influencing the art of Melayu Pattani in addition to geography and lifestyle factors, life philosophy, Islamic beliefs that have been passed down for a long time are also important factors that determine the pattern of Melayu Pattani art and culture. To preserve and inherit Melayu Pattani arts and culture to remain requires participation from both the government-private sector and from the community itself, such as participating in various art exhibitions held. In addition, people in the community can also carry on the inheritance of arts and culture with the process of spreading culture through the process of cross-cultural communication by producing a variety of video and public relations materials combined with the use of immersive technology and communication technologies.