Abstrack:
Culture war phenomenon in modern media is one of our concerns today. Popular culture has defeated indigenous culture. Modern mass media framing is more concerned in popular culture than in the traditional one. Less attention to traditional culture makes some problems such as conflict between Indonesia and Malaysia, popularity of Korean style, and the decreasing sense of nationalism among the youth. Avoiding the loss of our culture, we need to re-think to give a new solution in modern communication media and preservation strategy. Sundanese culture is used in West Java Province. West Java has 46 million of population and a lot of traditional dances, songs, instruments, sports, games and traditional ceremonies. There is also some local media that support modern cultural preservation such as book, television program, radio program, newspaper, magazine, and media online. Modern events are also held to preserve Sundanese culture through a performing stage and festivals. To preserve traditional culture, some people make traditional community and ethnic-business. Moreover, West Java Government Official of Tourism and Culture Department has been taking some cultural preservation program. This research will explore Sundanese culture by using a descriptive qualitative research with literary study, observation, and interview. The object of research are Salamina Book : Sundanese wedding, Hariring Sunda BandungTV television program, Sipatuhanan Radio, Galura Tabloid Sunda, Mangle Magazine, and Salaka Online. Some Sundanese event are also observed such as Teater Sunda Kiwari performing, Drama Basa Sunda Festival. The last is about Paguyuban Sunda community and Saung Udjo company. This study aims at exploring the modern media and to formulate a new culture preservation strategy which collaborates with government, local society and public tourism.
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