MEDIA VISUALIZATION THROUGH CULTURAL HEGEMONY IN DIGITAL ERA 5.0, BANGGAI REGENCY

Abstract

This research aims to analyze media visualization through representation on the formation of cultural hegemony in society, digital era 5.0 in Banggai Regency. qualitative descriptive approach which focuses on the phenomenological approach. By using interactive model techniques (Ridder et al.,), this is Problem Identification through observation, interviews, literature studies through the internet and books, proceedings or articles with data reduction. Data processing is carried out with Data Interpretation Analysis Findings and discussion and conclusions. The results of this study indicate that based on the phenomenology studied through critical media and culture where media can influence the socio-culture of society in Banggai Regency, so that the existence of culture that is packaged visually through media can be used as a shaper, mirror, packaging, teacher and god can hegemonize culture and through cultural studies (culture study) such as language, myths, beliefs, taboos which are trusted and believed by the people in Banggai Regency then they are represented on the context of traditional dances, traditional music, nambo batik and documentary films in Banggai Regency, as through digital media which is visualized into Banggai Regency festival events in 2024, such as the Gelora Pagimana Festival as a cultural parade which shows ethnic diversity, Bunta Expo with a series of local wisdom exhibition activities, local art performances, cultural carnivals. Then there are the Pandanga and Kintom Expo festivals, the Ogoh-ogoh festival in Toili Barat district, the Sina Daka festival in Simpang Raya district.