The Politics of Digitizing Art and Culture in Vietnam: A Case Study on Matca Space of Photography in Hanoi

The nature of work in the art and cultural sector in Hanoi, Vietnam, is changing. The new generation of cultural professionals is harnessing digital technology to display art and cultural collections in innovative and creative ways. Digitization today is not only about creating 'hidden' digital archives but, instead, about curating digital art and culture experiences that are publicly accessible. This allows a way to preserve culture, which can be digitally displayed in a contemporary format. The paper presents findings from a case study on Matca Space for Photography (Matca), including semi-structured interviews, secondary data analysis, and a digital ethnography of Matca's digital platforms. The current study highlights the challenges and opportunities associated with digitization in Vietnam. While there are challenges with digitization due to a lack of technical resources and human resources, using digital platforms can allow cultural professionals an agency to present Vietnamese art and culture to local and international audiences. This has the potential to redress the imbalance in representation and redefine digital orientalism.