Komunikasi Persuasif dalam Melestarikan Budaya Lokal Sumbawa Oleh Sanggar Seni Berang Bayan

Abstract

This research examines persuasive communication in preserving local culture at the Berang Bayan Art Studio in Empang Atas Village. The studio uses elements, principles, stages and obstacles to teach and involve the community, especially the younger generation, in cultural preservation. The communication carried out not only conveys information, but also invites people to experience existing cultural values. Data was collected through observation, interviews and documentation with studio administrators, the community and village government. The results of this research using qualitative methods using the Elaboration Likelihood Model theory show that communication methods using social media, traditional arts workshops, and holding cultural festivals are very effective in attracting public attention. In addition, it is proven that community participation is increasing through efforts to create innovations in traditional arts and collaboration with local organizations. This research shows how persuasive communication is important for maintaining local cultural identity in the modern era and offers suggestions for art studios and other communities in efforts to achieve this.