OPTIMALISASI MEDIA SOSIAL DAN VIDEO ANIMASI DALAM MEMPERKENALKAN BUDAYA NUSANTARA KEPADA GENERASI MUDA SECARA GLOBAL

Abstrak

The development of information and communication technology, especially social media, has
brought significant changes in social interaction and the way information is disseminated.
Indonesia's young generation, as the main users of social media, has great potential in
introducing and preserving local culture through digital platforms. The aim of this research
is to describe respondents' perceptions of animated videos uploaded on social media as an
effort to introduce Balinese culture and to describe the role of social media which is used as
a means of uploading animated videos in introducing Balinese culture. This research used a
descriptive method with a mixed method approach (quantitative and qualitative), which was
conducted at SMA Negeri 1 Pupuan with 75 respondents from students who actively use social
media who were selected based on a purposive sampling technique. The data sources used in
this research are primary data sources in the form of questionnaires and interviews as well as
secondary data obtained from related literature, social statistical media, books, research
reports, the internet, scientific journals. Data was analyzed qualitatively and quantitatively.
The research results show that respondents' perceptions regarding animated videos uploaded
on social media as an effort to introduce Indonesian culture gave positive responses to each
statement by selecting strongly agree and agree. Social media plays an important role as a
means of disseminating all kinds of information, especially preserving Indonesian culture,
which is uploaded via Instagram, Tiktok and YouTube.
Keywords: social media, animated video reels, cultural preservation.