Disseminating Bruneian Culture Online

Paper Abstract: This paper explores online expressions of Bruneian identity. In Negara Brunei Darussalam, well-funded cultural institutions assertively promote a distinct Bruneian identity. Meanwhile, social and legal mechanisms limit counter-narratives. Nevertheless, creative expressions of Bruneianness flourish. These are found in markets, women-only theatrical production, Instagram stories, art galleries, photography zines and merchandise, among other places. Through an analysis of online media, this paper offers insights into how the population enhances state-imposed images of Bruneianness. It explores the various avenues through which artists use technology to spread heritage and culture. In the words of the artist Wan Mayang, "There's so many ways, we just have to find it and do it." Given the emphasis on Malayness in official Bruneian discourse, the Bruneian situation provides an illuminating counter example to the cultural landscape in Indonesia where the government explicitly promotes cultural diversity through the national motto "unity in diversity."