Budaya Tradisional sebagai Daya Tarik Konten Modern: Representasi Unsur Budaya Tradisional dalam Konten Video Karya Raditya Bramantya

Revta Fariszy; Virginia Ayu Sagita; Medi Trilaksono dwi Abadi; Rr. Vegasari Adya Ratna

doi:10.31315/jik.v22i1.11558

Budaya Tradisional sebagai Daya Tarik Konten Modern: Representasi Unsur Budaya Tradisional dalam Konten Video Karya Raditya Bramantya

Revta Fariszy, Virginia Ayu Sagita, Medi Trilaksono dwi Abadi, Rr. Vegasari Adya Ratna

Abstract

Era digitalisasi melahirkan beragam cara baru komunikasi termediasi yang lebih mudah dan ramah digunakan. Akibatnya, informasi global dengan cepat masuk dan mengikis budaya tradisional Indonesia. Tetap mengemas dalam bentuk media modern, Raditya Bramantya (Bramsky) membuat konten video yang diselingi unsur budaya tradisional Indonesia dengan semangat pelestarian. Penelitian ini bertujuan untuk melihat bagaimana proses penerapan unsur budaya tradisional dalam karya Bramsky. Metode yang digunakan adalah kualitiatif dengan wawancara mendalam dan analisis konten video. Hasil penelitian ini menunjukkan bahwa Bramsky menerapkan unsur budaya tradisional dengan fleksibel dan porsi yang terbatas. Pertimbangan budaya dan konsumsi khalayak memainkan peranan penting dalam proses produksi konten video. Hibridasi antara unsur budaya tradisional dengan modern menjadi kunci Bramsky untuk memikat audiens. Tetapi, Bramsky tidak menerapkan Pakem budaya secara lengkap.

Keywords

tradisional; konten; representasi; hibridisasi; circuit of circle

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DOI: https://doi.org/10.31315/jik.v22i1.11558