STRATEGI KOMUNIKASI PERSUASIF DALAM UPAYA PELESTARIAN SENI BUDAYA PADA GENERASI MUDA (STUDI DESKRIPTIF PADA DINAS KEBUDAYAAN DAERAH ISTIMEWA YOGYAKARTA)

Nadhilatul Khairunnisa, NIM.: 18107030100 (2022) STRATEGI KOMUNIKASI PERSUASIF DALAM UPAYA PELESTARIAN SENI BUDAYA PADA GENERASI MUDA (STUDI DESKRIPTIF PADA DINAS KEBUDAYAAN DAERAH ISTIMEWA YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The culture is very diverse and along with the development of the times many regional cultural arts are starting to be marginalized, especially the youngergeneration as the next generation who should be the heirs of cultural arts in order to remain sustainable. In the midst of this western cultural competition, the Yogya-karta Cultural Office began to invite the younger generation to participate in pre- serving culture. The research that will be carried out is to see how the Persuasive Communication Strategy of the Cultural Service in an effort to invite the younger generation to preserve cultural arts. The theory used by the study is the persuasivecommunication strategy of Melvin L. Defluer and Sandra J. Ball-Roceach (Soemirat and Suryana, 2018). This research uses descriptive qualitative methods.Data collection techniques use observation, interviews and documentation. The results of this study explain that the Yogyakarta Cultural Office has succeeded in using all persuasive communication strategies, namely psychody- namic, sociocultural and the meaning construction strategies properly and pre- cisely and of course, every time they do so there is a record to be used as a reference for development. The Yogyakarta Cultural Office has also begun to keep up with the times by modernizing the arts or activities that are practiced, the aim of attract- ing the younger generation to cultural arts without changing the meaning and flow of the arts. Dinas carries out all these persuasive communication strategies and keeps up with the times so that the arts are interesting in the current generation and the arts remain sustainable until the next generation

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