Analysis of the Role of Storytelling through Social Media in Preserving Traditional Culture
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Abstract
The rapid development of technology has encouraged traditional cultural practitioners to become communication bridges, conveying information about cultural values and ancestral messages. Social media is one of the most widely used tools today. Platforms like Instagram enable the creative and attractive sharing of traditional cultural activities. Instagram offers features such as photos, videos, and stories that allow users to share and consume content engagingly and interactively. In cultural preservation, storytelling through Instagram is an effective tool for reviving and spreading knowledge about traditional culture. This study focuses on storytelling through Instagram in preserving traditional culture, particularly the activities of the Pakualaman Duchy. Using a qualitative approach, data were collected through content analysis of Instagram accounts focused on Pakualaman culture and participatory observation of various cultural activities promoted through Instagram. The results indicate that storytelling through Instagram plays a significant role in maintaining and promoting Pakualaman's culture. Creative and visually appealing content allows stories about Pakualaman's history, art, traditions, and activities to reach a broader audience familiar with digital media. Instagram enables the rapid and widespread dissemination of information and allows direct interaction between account managers and followers, increasing public participation and engagement in cultural preservation efforts. This study confirms that storytelling through Instagram can be an effective strategy in preserving traditional culture. Recommendations for cultural practitioners include continually innovating in content packaging and utilizing various Instagram features to attract a wider and more diverse audience and enhance public knowledge about the noble values in traditional culture.