PROSES KOMUNIKASI BUDAYA PADA TRADISI NYONGKOLAN DALAM ERA MODERN DI KELURAHAN PAGUTAN, KOTA MATARAM

Indonesia is a country rich in traditions, tribal cultures, and customs. One tradition that is still preserved today is nyongkolan, which is a wedding tradition of the Sasak tribe. The nyongkolan tradition is the culmination of the Sasak tribe's wedding process, which involves a procession to the bride's house. Prior to the nyongkolan, there is a process involving traditional communication in Sasak tribe weddings. In the implementation of nyongkolan, there have been modifications due to the influence of modernization, one of which is the use of social media as a means of preserving culture. This study uses a qualitative approach, descriptive type, and ethnographic communication research. Data collection techniques used non-participant observation, interviews, and documentation with eight subjects. All data were analyzed using Spradley's data analysis concept and tested for validity using data triangulation. The results of the study show that the nyongkolan tradition is currently undergoing adaptation with the advent of social media, which is capable of introducing and preserving the nyongkolan culture to the wider community without losing the original meaning of nyongkolan itself.