Setiawan, Teofilus Kharisma Bagus (2025) PERANCANGAN KAMPANYE EDUKASI GAMELAN JAWA TIMURAN SEBAGAI PELESTARIAN BUDAYA BAGI GENERASI Z USIA 18-21 TAHUN. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Gamelan Jawa Timuran is one of the cultural heritages that is currently experiencing existence challenges, especially among Generation Z aged 18 to 21 years. The phenomenon of globalization and the penetration of foreign music culture through social media has resulted in low exposure and interest of the younger generation in Timuran Javanese Gamelan. Based on questionnaire data, the majority of respondents showed a negative perception of gamelan which is considered old-fashioned and boring. Therefore, a communication strategy is needed that is able to generate interest and change these perceptions through an approach that is relevant to the lifestyle of the current generation. The design method used in this campaign is the CAMP (Campaign, Audience, Message, Platform) method, which emphasizes strategic planning of educational and interactive campaigns through social media and hands-on training. This campaign targets Generation Z aged 18-21 years old in East Java, especially Surabaya, with the main message about the importance of preserving Gamelan Jawa Timuran and how to appreciate it in a way that is relevant to the younger generation. Data collection techniques were conducted qualitatively through in-depth interviews with practitioners and target audiences, participatory observation in cultural activities, and distributing questionnaires to 102 student respondents. The data was analyzed using a qualitative approach and TOWS Matrix to formulate a design strategy that suits the characteristics and preferences of the target audience. The design results show that an attractive, interactive, and informative visual approach is able to increase the attractiveness and understanding of Generation Z towards Gamelan Jawa Timuran. This campaign is packaged in an entertaining and educational style that fits the character of digital natives, without eliminating the philosophical values of Gamelan Jawa Timuran. In conclusion, this educational campaign successfully designed a visual communication strategy that can bridge the gap between cultural heritage and the younger generation. The approach that focuses on contemporary visualization and hands-on training is able to encourage active involvement of Generation Z in the preservation of Gamelan Jawa Timuran. It is hoped that this campaign will become one of the efforts of sustainable cultural regeneration and inspire similar approaches for the preservation of other local cultures.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | L Education > L Education (General) M Music and Books on Music > M Music |
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| Divisions: | Faculty of Architecture and Design > Departement of Visual Communication Design | ||||||||||||
| Depositing User: | Teofilus Kharisma Bagus Setiawan | ||||||||||||
| Date Deposited: | 13 Jun 2025 02:07 | ||||||||||||
| Last Modified: | 13 Jun 2025 02:07 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37478 |
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