Local Wisdom as Informal Leaders’ Communication Strategy in Rural Areas: An Indonesian Case

DOI

10.2991/978-2-494069-69-5_19How to use a DOI?

Keywords

rural; local wisdom; culture; communication strategy; informal leaders

Abstract

This study aims to explore the application of local wisdom as a communication strategy of informal leaders in rural areas in Pangalengan, West Java, Indonesia, as a case example. Data were collected quantitatively through questionnaires distributed to the Pangalengan community who live in the perimeter of the location of a multinational company and qualitatively through focus group discussions (FGD), in-depth interviews with stakeholders, and field observations. The data obtained were then analyzed using ethnographic social research methods. The results show that the use of local wisdom, i.e., local language and culture, has proven to be effective as a communication strategy that connects multinational companies with the rural communities. This study has revealed that rural communities in West Java deem the existence of multinational companies beneficial to their life. The same communities, however, are found to be resistant to foreign cultures introduced by multinational companies. The role of informal leaders (religious, community, youth leaders) has proven effective in intermediating the wishes of the company and those of the community through constructive communication, i.e., intercultural communication that channels the local wisdom embraced by the community to the employers and employees of the company.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Harry Nuriman
AU  - Nia Kurniasih
AU  - Ridwan Fauzi
AU  - Ade Engkus Kusnadi
AU  - Cecep Cecep
PY  - 2023
DA  - 2023/02/01
TI  - Local Wisdom as Informal Leaders’ Communication Strategy in Rural Areas: An Indonesian Case
BT  - Proceedings of the Conference on Digital Humanities 2022 (CODH 2022)
PB  - Atlantis Press
SP  - 217
EP  - 237
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-69-5_19
DO  - 10.2991/978-2-494069-69-5_19
ID  - Nuriman2023
ER  -