Art and social sciences come together in a powerful way to help preserve cultural heritage, especially for indigenous communities navigating the challenges of modernization. This study explores how digital ethnography can bridge artistic expression and social research to document and revitalize endangered cultural traditions. Focusing on the Ukit community of Sarawak, Malaysia, the research harnesses Augmented Reality (AR), digital storytelling, and participatory art-based methods to create engaging and immersive cultural experiences. Using a mixed-methods approach, which combines ethnographic fieldwork, digital archiving, and data analysis on user engagement, the study examines how interactive digital tools impact cultural knowledge retention and intergenerational learning. The findings reveal that AR-enhanced storytelling and 3D cultural visualization significantly improve cultural retention (p < 0.001) and engagement, particularly among younger generations. To frame these insights, the study introduces the Digital Ethnography and Augmented Storytelling (DEAS) Framework, which brings together digital documentation, immersive storytelling, and community participation as a structured approach to sustainable cultural heritage preservation. However, challenges such as technological barriers, limited digital access, and ethical considerations continue to pose hurdles in making these tools widely accessible. By proposing a scalable and community-centred model, this study contributes to the broader conversation on art-driven digital heritage conservation, ensuring that indigenous voices remain central in digital preservation efforts. Moving forward, research should focus on low-bandwidth digital solutions, AI-powered cultural archiving, and ethical guidelines for indigenous digital sovereignty to build a future where cultural preservation is sustainable, inclusive, and truly community-led.

JEL Codes: Z10, O33, Z13

Keywords: Digital Ethnography, Art and Social Sciences, Indigenous Heritage, Augmented Reality, Cultural Preservation.