PRODUCTION ASSISTANCE OF DIGITAL CONTENT ON MALAY CULTURE FOR MALAY CUSTOMARY INSTITUTIONS IN PEKANBARU CITY AS AN EFFORT IN GLOBAL CULTURAL DIPLOMACY
Abstract
ABSTRACT
The sustainability of Malay culture in the digital era depends on the ability of its cultural actors to produce narratives relevant to technological developments. The Riau Malay Customary Institution (LAM) in Pekanbaru City possesses a wealth of local wisdom but faces challenges in visualizing it in digital media. This community service activity aims to provide technical assistance in producing digital content as a means of global cultural diplomacy. The implementation method uses an Asset-Based Community Development (ABCD) approach, which includes socialization, digital storytelling workshops, production assistance, and platform management evaluation. The results of the activity demonstrated significant improvements in the partners' technical skills in producing short videos, cultural infographics, and social media management. The resulting content successfully packaged the values of Tunjuk Ajar Melayu into a global format, as evidenced by the expanded reach of cross-national audiences on the partners' social media accounts. This community service concluded that strengthening the digital capacity of traditional activists is key to transforming local wisdom into a force for cultural diplomacy on the international stage.
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