INDONESIAN SUNDANESE LOCAL WISDOM AS AN ETHICAL REFERENCE IN DIGITAL MEDIA

Abstract

Purpose: Cultural traditions as ancestral heritage contains local wisdom that can be utilized in community empowerment with communication technology to improve welfare. Methods: This research inventories the relevance of Sundanese cultural values to digital civilization. The type of research is qualitative research. The data collection techniques used are in-depth interviews, observation, and document analysis. Results and Conclusion: The results of this study state that local wisdom can be explored scientifically from a cultural product, with in-depth interpretation. As a cultural product, cultural traditions contain various things related to the life and livelihood of the owner community, such as value systems, beliefs and religions, social norms, work ethics, and even the way social dynamics take place. Research implications: West Java Province, Indonesia occupies the highest positions reaching 16.4 million with an internet penetration rate of 36%. The majority of West Java people are Sundanese ethnic that have the noble values of cultural traditions and are used to regulate the Sundanese community order. Originality/value: It is significant for this local wisdom to be actualized again in the current era, and it is the basis for the view that everyone has ethical boundaries in seeing, hearing, and speaking, especially in verbal traditions.