Semiotic Analysis of Social Media Content in promoting Local Wisdom in Cultural Awareness at Jati Rangon Village, Bekasi
Ida Royani Damayanti, Dwi Sapto Febriantaka, Rengga Sendrian

Communications Department, Faculty of Business and Social Science Universitas Dian Nusantara.
Jl. Tanjung Duren Barat II No. 1, Grogol, Jakarta Barat
ida.damayanti[at]undira.ac.id

Abstract

Globalization and modernization, triggering foreign cultural elements into people^s lives, modernization and globalization, is not only characterized by physical changes in its territory, but also affects the fading of local wisdom of the community. Now days, one of the local wisdoms that still establish is gotong royong as a unifying form in carrying out the social life of the community. Gotong royong in organizing the activities of the Bekasi Betawi ethnic community its call as Paketan. Meanwhile, the people of Kranggan Village, where Jati Sampurna District wichs is still maintain strong and preserve cultural life and customs that are closely related to Sundanese customs which they call it Babarit. They have these tradition from generation to generation or it has has been around for ages. Babarit is an acronym for ^Ngababarkeun ririwit^ which means eliminating trouble or in other words it can be referred to ^Earth ceremony^ Social media become effective to launch a product were creative content in it such a local governments and the private sector to process and develop a brand with a very large market

Keywords: Local Wisdom, Cultural Awareness, Semiotic Analysis, Social Media Content

Topic: Communication and Multimedia