INTEGRATION OF CULTURAL VALUES IN DEVELOPMENT COMMUNICATION STRATEGIES IN THE ERA OF GLOBALIZATION

Abstrak

Globalization has brought significant changes to the social, economic, and cultural dynamics of society, including in the practice of development communication. In this context, integrating local cultural values becomes an essential strategy to ensure that the development process remains relevant to the community's social characteristics. This study aims to analyze how cultural values are integrated into development communication strategies to strengthen community participation and ensure sustainable development in the era of globalization. This research employs a qualitative method with a literature review and descriptive analysis approach toward various models of development communication that emphasize local wisdom. The findings indicate that the integration of cultural values—such as mutual cooperation, deliberation, and a sense of solidarity—enhances the effectiveness of development messages and strengthens the social legitimacy of local governance. Furthermore, the use of cultural symbols and narratives in development communication serves as a bridge between modernization and the preservation of local identity. Thus, development communication strategies grounded in cultural values function not only as tools for information dissemination but also as instruments for achieving harmonious and sustainable social transformation amidst globalization.