the digital representation of Madurese Culture in the Age of social media
Lulus Sugeng Triandika (a), Rizka Furqorina (b)

a,b) Universitas Terbuka

Abstract

Madura culture faces serious challenges due to the rapid flow of globalization and modernization, which gradually erodes its existence. The main issue addressed in this study is how to preserve the continuity of Madurese culture amidst the dynamics of the digital era. One proposed solution is the utilization of new media, particularly social media, as a means of cultural representation and promotion with approaches that resonate more closely with younger generations. This study aims to explore how Madurese culture is represented, promoted, and interpreted within social media content, particularly through the Gerbang Pulau Madura (GPM) account. The study employs a qualitative approach with an exploratory design to gain an in-depth understanding of the phenomenon. Data were collected through direct observation of GPM^s social media content and a review of relevant literature. The collected data were then analyzed using Entman^s framing analysis technique to identify cultural representation patterns within digital media frameworks. The findings reveal that GPM consistently highlights various cultural elements, including traditional customs, arts, language, religious rituals, social dynamics, and entertainment. These representations are packaged with visual styles and narratives tailored to digital audiences, making them appealing to the public, although limitations remain in terms of narrative diversity and informational depth. The impact of this research indicates that social media can serve as an effective medium for preserving and disseminating local culture. Furthermore, the study contributes academically by bridging local cultural issues with new media studies and by encouraging more creative and inclusive digital-based cultural preservation strategies.

Keywords: Madurese Culture, Social Media, Cultural Communication, and Gerbang Pulau Madura.

Topic: Digital Communication for Inclusive Societies