TRANSFORMASI BUDAYA LOKAL MENJADI KOMODITAS KREATIF DALAM ERA DIGITAL DAN MEDIA BARU PADA BRAND SEJAUH MATA MEMANDANG

Abstract

The development of information and communication technology in the digital era has significantly transformed various aspects of human life, including culture. Culture, which was originally local, traditional, and transmitted across generations, has become more dynamic, adaptive, and integrated with technological advancements. The emergence of new media such as social media, digital platforms, and e-commerce enables culture to function not only as a form of social identity but also as a commodity with economic value.In this context, local culture is no longer confined to specific geographical spaces but can be produced, represented, and distributed globally. This transformation has led to the rise of the creative economy, where cultural elements are processed into innovative products with competitive value in international markets. Batik, as one of Indonesia’s cultural heritages, serves as a clear example of how traditional values can be developed into globally appealing creative products. Sejauh Mata Memandang, as a local Indonesian brand, represents a concrete example of cultural transformation in the digital era. The findings indicate that the interconnection between culture, the digital era, and the creative economy allows culture to generate economic value without losing its identity when managed appropriately. Digital media plays a strategic role as a tool for global distribution, cultural communication, identity formation, and commodification. However, this transformation also faces challenges, including the erosion of traditional values, digital security risks, and unequal access to technology. Therefore, appropriate strategies such as strengthening digital literacy, fostering creativity and innovation, and optimizing the use of digital platforms are essential to ensure that cultural transformation not only creates economic value but also preserves the sustainability and authenticity of local cultural values.