Exploring the Role of Folklore in Preserving and Transmitting Cultural Heritage across Generations: A Qualitative Study of Muzaffarabad, Azad Jammu and Kashmir, Pakistan

Folklore has been a vital medium for transmitting cultural heritage, moral values, and social identity in Muzaffarabad. However, modernization, urbanization, and digital influences have significantly weakened its traditional transmission. This study employed a qualitative research method, utilizing a phenomenological research design. Data were collected through semi-structured interviews and analyzed using thematic analysis. The findings reveal that younger generations are increasingly disconnected from folklore due to changing family structures, reduced intergenerational storytelling, and the dominance of digital entertainment. The decline of communal storytelling gatherings has further contributed to cultural erosion. Despite these challenges, respondents highlighted the potential of integrating folklore into education, utilizing digital platforms, and promoting storytelling events to ensure its continuity. Documentation efforts, such as written and audiovisual recordings, were also emphasized as essential for preserving folklore. The study underscores the need to adapt folklore transmission methods to contemporary contexts while maintaining its traditional essence for future generations.