Paper Short Abstract:

The paper seeks to share the experience of displaying the songs on public transport in Riga city during 2024. This campaign raised awareness of this fundamental Latvian cultural heritage and illuminated different aspects of folk song perception and knowledge of them in contemporary society.

Paper Abstract:

Folk songs are fundamental to Latvian culture, as illustrated by the widely recognized assertion that “every Latvian has his folk song,” i.e., approximately 1.5 million individual songs. Nonetheless, the practice of performing these songs experience a decline over time. Contemporary digital era, especially, expression in images and short-message texts, tend to challenge comprehension of folk songs as poetic texts of deeper-meaning. Consequently, there is a need for new communication strategies aimed at recreating society's interest and knowledge on folk songs. The paper seeks to share the experience of displaying Latvian folk songs on public transport in Riga, Latvia, and to analyze reactions this initiative elicited on social media platforms.

From March to December 2024, the texts of folk songs were displayed on screens of public transport in Riga city. Each week, three to four songs centered around a specific theme were featured, thus raising awareness and enhancing awareness of the rich thematic, linguistic, and poetic heritage. The campaign received particular attention in October when folk songs from the burial cycle were presented on screens. This event illuminated attitudes toward the commemoration of death in public space. More than 800 reactions were obtained, which indicates that folk songs continue to hold value for the Latvians; however, the prevailing interpretations often romanticize these songs, demonstrating a tendency to avoid more challenging subjects. A critical conclusion is that presenting the text apart from contextual information generates varied interpretative possibilities, even incorporating folk songs into conspiracy narratives.