Riau malay dance preservation strategies: a digital ethnographic study of Riau malay dance education and promotion practices on TikTok

Syefriani Syefriani; Muhammad Fazli Taib Saearani

doi:10.33153/dewaruci.v20i1.7010

Authors

Syefriani Syefriani Universitas Islam Riau, Pekanbaru
Muhammad Fazli Taib Saearani Universiti Pendidikan Sultan Idris, Perak

DOI:

https://doi.org/10.33153/dewaruci.v20i1.7010

Keywords:

Cultural education, Local culture, Cultural promotion, Riau Malay dance, TikTok

Abstract

In the era of globalization marked by the influence of foreign cultures, the Riau Malay dance, as a cultural heritage, is crucial to preserve and the local cultural identity of the Riau community. This study aims to explore the TikTok application as an effective medium for educating and promoting the Riau Malay dance. The method employed in this research is digital ethnography with a qualitative approach, involving participatory observation of TikTok content and in-depth interviews with content creators engaged in the education and promotion of the Riau Malay dance. Data were analyzed to identify communication patterns, promotion strategies, and digital interaction forms that strengthen local cultural awareness. The findings indicate that TikTok plays a significant role in disseminating information and increasing the participation of the younger generation in promoting the Riau Malay dance through educational and interactive content. The study also reveals collaboration among artists, educators, and content creators, resulting in sustainable cultural innovation. However, challenges related to cultural simplification and the dominance of entertainment content need to be managed to ensure that the authentic values of local culture are preserved. These findings contribute new insights into understanding the role of social media as a tool for local cultural education and offer strategic recommendations for the development of cultural promotion in the digital era, particularly concerning the Riau Malay dance.

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