DYNAMICS OF POLITICAL COMMUNICATION OF PURI UBUD FIGURES IN THE GLOBAL ERA

Abstract

Puri, or noble houses in Bali, still play a significant role in Balinese history. Although some may consider it outdated, Puri Ubud among the puri in Ubud, Gianyar Regency, remains a barometer of the development of various traditions, politics, and even the economy in Gianyar. Progress due to rapid tourism growth and state administration supported by the development of mass media further strengthens the occurrence of change. One parameter is the transition from classic authoritarian and feudalistic Balinese culture to modern, democratic, and egalitarian Balinese culture (Naya Sujana, 1994:56). Besides cultural transitions, shifts also occur in various aspects, such as governance, leadership, and information dissemination media. Thus, the authority of the puri and its figures also begins to experience changes. The changes in governance from post-independence to the New Order era limited the authority of Puri Ubud, prompting Puri Ubud figures to make improvements to ensure that previous traditions and functions of the puri were not lost due to globalization. The opportunity widened after the reform era, as Puri Ubud figures entered various traditional, social, and political organizations. The previous weakened authority began to be taken over through broader influence in the fields of custom, religion, history, culture, and science. Francis Fukuyama refers to this as social capital in the form of social networks. French sociologist Pierre Bourdieu (2010) refers to symbolic capital, alongside economic capital. Furthermore, according to Bourdieu, there are four forms of capital that can be used to support political communication: economic capital, social capital, cultural capital, and symbolic capital. This research uses descriptive qualitative techniques, data collection through interviews, observation, document studies, with descriptive-qualitative data analysis. Two theories are used, namely, Practice Theory and Mass Communication Theory. This research reveals the forms or traditions implemented to enhance the ability and political communication activities of pre-Puri Ubud figures. The existence of traditions in Ubud is also influenced by market ideology, branding, power practices, and capital (social, economic, cultural, symbolic). These factors are interconnected and symbiotic in maintaining the traditions and political power of Puri Ubud figures in the modern era.