COMMUNICATION STRATEGIES IN INTRODUCING TRADITIONAL DANCE TO THE YOUNG GENERATION

Abstract

Art is an expression of human aesthetic sense. Positive messages inside can be transferred to the audience. The sustainability of an art depends on the successors. Regeneration process is very important in maintaining the sustainability of an art, including traditional Sundanese dance art. Nowadays, the regeneration process is not easy. The outside culture that came through communication technology, making young generation like other countries culture more than local art. Therefore, to introduce traditional arts to them, it needs communication strategies that they can accept well and easily understood. This study aims to determine the communication strategy used by Indawati Lukman, owner of Studio Tari Indra (STI), in introducing traditional dance to the young generation. Through qualitative descriptive method, this research found that STI used two communication strategies, that is internal communication and external communication. Internal communication is done to reinforce the message to be delivered. While external communication is delivering the message to the audience with attractive and innovative packaging that the younger generation is interested to pursue traditional dance art.
 
Keywords: Traditional Sundanese Dance, Young Generation, Studi Tari Indra,   Innovation,  Cultural      Preservation