Abstrack:
This study looks at how the notions of local culture have been articulated in the media (novel) by an Indonesia writer. The object of this research is Nadjib`s novel entitled ?Folklore Madura?. The aim of this research is to analyze how media, c.q. novel, representsthe value of Madurese local culture. I use sociological perspective and semiotic analysis to unpack the meaning lies behind the creation of the novel in terms of Madurese local culture. This research is descriptive qualitative.The result shows thatEmhaAinunNadjib`s novel Folklore Madura contains the philosophical values of Madurese people. The noveldoes not only describe the nature and the human characteristicsof the Madurese, but also advise how humans are supposed to be.There are some values of local culture and philosophy in this novel. Firstly, Maduresepeople arefree to determine the will of a strong and principled; Secondly, they do not like pretending. Thirdly, they have kind enough thought to the fate of God. Moreover, they have the capabilityto suffer and the strength to overcome all the torments. They also have loyalitytothe Madurese community leaders who fit in their hearts.
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