The Role of Local Media in Preserving and Promoting Local Cultural Traditions

Abstract

This research aims to examine how local media, particularly Sumeks.co, contribute to the preservation and promotion of local cultural traditions in South Sumatra amid globalization and the rapid growth of digital technology. As a region-based media outlet, Sumeks.co plays a strategic role in maintaining cultural values through news coverage, digital content dissemination, and reports centered on local wisdom. The study applies a qualitative method, collecting data through in-depth interviews, direct observations, and documentation involving Sumeks.co editorial staff and local cultural figures. The data were analyzed using content and thematic analysis to identify communication patterns and cultural reporting strategies. The findings indicate that Sumeks.co consistently features local cultural content through coverage of traditional events, culture-based tourism promotion, and dissemination of traditional values to the public. Nevertheless, challenges such as limited human resources, commercialization pressures, and shifting media consumption behavior remain. In conclusion, Sumeks.co plays a vital role in strengthening the continuity of local cultural traditions by creatively and collaboratively utilizing digital platforms, ensuring that local culture endures and remains widely recognized among younger generations and the global community.