“Revitalising traditional Malay kuih through Facebook: a study of online culinary knowledge sharing”

Social media has revolutionized the way people connect, communicate, and share cultural heritage. Facebook, as a dominant image-sharing and engagement platform, plays a pivotal role in preserving and promoting culinary traditions. Traditional Malay kuih, an integral part of Malaysia’s food heritage, is facing threats of extinction due to declining intergenerational knowledge transfer and limited public awareness. This study investigates how the Facebook food community, particularly the group Masak Apa Hari Ni (MAHN), contributes to sharing and preserving knowledge of traditional Malay kuih. Through qualitative content analysis of five highly engaged posts, the study identifies six major themes that demonstrate how Facebook facilitates social learning, emotional engagement, and collective knowledge sharing around traditional kuih. The findings highlight Facebook's potential as a virtual archive and learning space for cultural food heritage in the digital age.

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