Abstract:

The cultural-embedded learning model as a means to raise awareness of tangible and intangible cultural heritage is an idea inspired by a previous study that experimented on mobile learning for piano beginners, using local folk music accompaniment in an edutainment setting. In conceptualizing the model, we employed a similar concept and another technique that has long been established in the business field: embedded marketing or product placement technique. In this paper, we discuss why embedded learning adapted from the “product placement technique” should be employed in generating awareness of cultural heritage. Past literatures reveal challenges in raising awareness of traditional cultural heritage such as music, dance, and craft, due to popular culture, cultural homogeneity, and heterogeneity. Thus, in this theoretical study, we discuss how the cultural-embedded learning model is important in raising awareness of cultural heritage, and how it is applicable by using the “product placement technique” and mobile learning concept. The model in the context of mobile learning adapts to the education 4.0 paradigm and is an indirect approach to learning cultural heritage.

Keywords:

Cultural heritage, education, embedded learning, product placement technique, mobile learning, awareness, music, Malaysia.