STRATEGI KOMUNIKASI SANGGAR KINANTHI DALAM MELESTARIKAN BUDAYA WAYANG KULIT (Studi Kasus pada Sanggar Kinanthi Desa Tanjungrejo Kecamatan Wuluhan)

Aulia Yudha Amara, 2026, Kinanthi Studio’s Communication Strategies in Preserving Wayang Kulit Culture (A Case Study of Kinanthi Studio in Tanjungrejo Village, Wuluhan District). Communication Studies Program, Faculty of Social Sciences and Political Sciences. Universitas Muhammadiyah Jember. Guides: Ir. H. Mohammad Thamrin, M.Si.

Keywords: Communication Strategies, Wayang Kulit, Younger Generation.

This research is motivated by the crisis of regeneration in Wayang Kulit art in the era of globalization, where the younger generation tends to lose interest due to language barriers, performance schedules, and a lack of support from the community. Sanggar Kinanthi in Tanjungrejo Village, Wuluhan District, has emerged as a preservationist actor striving to overcome these barriers through various communication strategies. The objective of this study is to describe and analyze the communication strategies implemented by Sanggar Kinanthi in preserving Wayang Kulit culture among the younger generation. The research method used is qualitative with a descriptive nature. Data collection techniques were conducted through interviews and documentation. Data analysis techniques include data reduction, data presentation, and drawing conclusions. The research findings indicate that Sanggar Kinanthi employs adaptive and innovative communication strategies through three main approaches: (1) utilizing social media (Instagram and YouTube) and live streams to project a modern image, (2) simplifying language (using everyday language), offering flexible scheduling (daytime or afternoon performances), shortening performance durations (two to three hours), and collaborating across genres to attract young audiences, (3) leveraging formal education channels through the role of educators to recruit new talent. This study concludes that the key to preserving Wayang Kulit lies in striking a balance between maintaining its originality and presenting performances in a format relevant to lifestyles in the era of globalization.