ABSTRACT
The economic reform (Đổi mới) that began in 1986 and the current strong development of the market economy have left many marks on almost all aspects of social life in Vietnam, including community beliefs and public ritual space. Material-economic factors penetrate into public ritual spaces (such as a communal temple) and become one of the important driving forces for ritual spaces in some places. Moreover, material-economic values have become important resources to promote the development of rural public. This study of a festival held at the Vĩnh Bình Communal Temple (Tiền Giang province) describes the trend of material- economic factors in rural festivals and identifies a new phase of development and a new experience of a local communal temple festival. The material-economic factors are the intrinsic factors of the festival. If used properly, they can enhance the festival atmosphere, promote community cohesion, and enhance the atmosphere of the festival. This case study shows that material-economic factors can be appropriately used as the catalysts for improving the effectiveness of communal festivals and they play a significant role in helping to protect and develop communal institutions in Vietnam today.
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