KOMODIFIKASI BUDAYA LOKAL DALAM TELEVISI: STUDI WACANA KRITIS KOMODIFIKASI PANGKUR JENGGLENG
Abstract: Pangkur Jenggleng is
a kind of Macapat, traditional song of Java. It was packaged as a cultural art
program in RRI Nusantara II Yogyakarta in the era of 1960S-1970S. Then, it was
repackaged by TVRI Yogyakarta and sponsored by Amien Rais Information Center
using stage comedy format in 2003. The changing of media format from audio to
audiovisual -with any adjustment- make a shift in the value of the meaning of
Pangkur Jenggleng. Accentuation of humor in Pangkur Jenggleng TVRI changes
cultural value from traditional to mass culture. This phenomenon is not only
seen as a media format adjustment, but also as a form of commodification. The
research attempts to seek form, process, ideology, and power behind the
commodification of Pangkur Jenggleng.
Penulis: Mr Sumanri
Kode Jurnal: jpkomunikasidd110179
