Social Media Usage to Preserve Local Identity: Indigenous People of West Java

Abstract

This research observed the people of Kampung Banceuy and Kampung Dukuh in West Java who use social media. Social media, as the medium of communication with high technology, is used by the local people in order to promote and also explain their identity to the public. The assumption that indigenous people tend to be closed does not match the native from those two villages. By qualitative – descriptive method, this research aims to describe social media usage of indigenous people in Kampung Banceuy and Kampung Dukung in West Java. To analyze, this research uses new media theory, innovation diffusion, and identity theory. The result shows that the assumption which was mentioned above about indigenous people tend to be closed and unadaptive to information communication technology are deniable. Instead, they are even more adaptive and use social media to strengthen their local identity.

Keywords: Indigenuos People, Social Media, Cultural Identity