Dynamics of Local Media in Preserving Local Wisdom of Java Culture (Case Study: Rubrik Sang Pamomong in Suara Merdeka Newspaper)

This study aims to explore the dynamics of Suara Merdeka (SM) - a local newspaper in responding to the challenges and opportunities as heirs of local culture in the era of cultural globalization. The assumption of this research is that local media is not only a media institution but also a social institution in preserving local norms and wisdom to the community. This research uses a qualitative approach through in-depth interviews and observations of cultural content in the Rubrik Sang Pamomong (RSP). The data analysis technique used was descriptive qualitative. The results showed that although SM experienced a "newspaper crisis" in the form of a decrease in profits due to reduced advertising revenue, circulation and readership due to the global economic slowdown and digital disruption, SM still publishes RSP every Sunday. Local wisdom of Javanese culture in RSP, for example: aja dumeh (don't be arrogant), nandur kabecikan ndhedher kautaman (planting goodness - sowing nobility), memayu hayuning bawana (creating an atmosphere of peace in the world), and mendhem jero lan mikul dhuwur (children are obliged to protect the good name and honor of their parents). The majority of RSP readers are elderly, it is a challenge for the editors to continue to present RSP to the audience, especially the younger generation. The reduced source of advertising revenue, circulation and number of readers is also a serious challenge for SM to exist. Meanwhile, the opportunity for SM with the current leadership is expected to be more innovative and creative so that SM will rise again. Finally, it can be concluded that philosophically RSP is a 'Pamomong' who 'carries' the people of Central Java through the symbolization of Semar in wayang. This philosophy is reinforced by the tagline of SM as the glue of the Central Java Community, apart from being a business differentiation strategy in the face of global capitalism.