Bridging Traditions and Timelines: Local Communication, Indigenous Wisdom, and the Social Media Transformation in Rural Communities

Abstract

This article examines the intricate relationship between local communication practices, indigenous wisdom (kearifan lokal), and the growing influence of social media platforms within rural and traditional communities. As digital technologies penetrate even the most geographically remote areas, questions arise about how deeply rooted cultural communication systems adapt, survive, or transform under the pressure of algorithmically driven platforms. Drawing on theoretical perspectives from communication studies, anthropology, and media sociology, this article argues that social media does not uniformly displace local communicative traditions; rather, it creates a complex negotiation space where indigenous knowledge is simultaneously preserved, reinterpreted, and sometimes commodified. The article highlights the dual role of social media as both a threat to and a vehicle for cultural continuity. By analyzing existing literature and conceptual frameworks, it calls for community-centered digital literacy programs that honor local epistemic values while embracing technological change.