Redressing digital orientalism: how Vietnamese cultural professionals are harnessing new digital technologies to reclaim the narrative on Vietnamese art and culture

Abstract Cultural professionals in the art and cultural sector in Hanoi, Vietnam, are carrying out digitization projects and utilizing digital platforms, tools and applications in order to curate their own narrative on Vietnamese art and culture. This can help to counter digital orientalism by redressing the imbalance in the amount of accessible content online as well as control over the production and circulation of cultural content. An increase in the amount of digitized cultural content can help to engage local audiences and introduce a contemporary image of Vietnamese culture to an international audience. Today, Vietnamese cultural professionals are able to decide what to digitize, what to make publicly accessible and how to curate it online. This paper presents findings from a case study on Manzi Art Space, including a digital ethnography of an augmented reality public art project entitled ‘Into Thin Air’ and 20 interviews with art and cultural professionals working in Hanoi. The findings show how digitization allows cultural professionals to shape the narrative on contemporary Vietnamese art and culture. However, the findings also show there are particular challenges faced by cultural professionals in Hanoi, including lack of human resources, technical resources and funding as well as concerns around copyright law and government permissions. These challenges are hindering the ability to utilize new digital technologies.