Integrasi Model Komunikasi Transmisi dan Ritual sebagai Strategi Komunikasi Pelestarian Nilai-Nilai Budaya dalam Tradisi Bakaua Adat

Abstract

Pelestarian tradisi lokal khusunya bagi generasi muda merupakan permasalahan karena mereka
telah terpapar nilai-nilai modern dan media digital. Salah satu upaya pelestarian tradisi lokal ialah
pelestarian nilai-nilai tradisi Bakaua Adat di Perkampungan Adat Nagari Sijunjung, Sumatera Barat,
Indonesia. Untuk memastikan keberlanjutan nilai-nilai tradisi lokal bagi generasi muda, diperlukan
strategi komunikasi budaya yang efektif. Penelitian ini bertujuan mengevaluasi bagaimana strategi
yang digunakan aktor komunikasi adat dalam menyampaikan pesan nilai budaya masyarakat,
terutama generasi muda. Evaluasi terhadap strategi tersebut berlandaskan kerangka teoritis
yang mengintegrasikan model komunikasi transmisi dan ritual. Metode yang digunakan berbasis
pendekatan kualitatif dengan teknik pengumpulan data focus group discussion serta wawancara
mendalam. Hasilnya menunjukkan bahwa strategi komunikasi yang digunakan masih menggunakan
cara tradisional melalui peran ninik mamak, narasi simbolik, dan partisipasi dalam ritual masih
dominan, sehingga belum sepenuhnya mampu menjangkau kalangan generasi muda. Implikasinya
untuk meningkatkan efektivitas pelestarian bagi sasaran generasi muda diperlukan komunikasi
budaya berbasis teknologi yang mengintegrasikan model komuniasi transmisi dan ritual.

Keywords
  • Bakaua adat
  • Komunikasi Budaya
  • Nilai Budaya
  • Strategi Komunikasi Sijunjung
How to Cite
Nihayati, A., Putri, W. M., Farikhah, J. A., Maturohmah, N. H., Mutawakkil, A., Yunita, T., & Peto Molie, C. I. (2025). Integrasi Model Komunikasi Transmisi dan Ritual sebagai Strategi Komunikasi Pelestarian Nilai-Nilai Budaya dalam Tradisi Bakaua Adat. Jurnal ISIP: Jurnal Ilmu Sosial Dan Ilmu Politik, 22(2), 180–199. https://doi.org/10.36451/jisip.v22i2.399
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