Transmedia effects on business, aesthetics and production of a traditional cultural product on the example of shadow puppet shows in Indonesia

Abstract

Media is one of the main instruments for promoting and differentiating businesses from each other. Awareness of the brand, loyalty to the brand, attitude towards the services and products of a business and other factors that affect the sales of more products are all possible with targeted advertising in media. Television interactions and performing arts show the power relationship to the issue of the new format of stage offerings into a screen with anew aesthetic. The studies in the community very clearly show the problem of media and technology intervention in traditional culture of Indonesia itself and in the ways of its promotion and monetization. The issue of hybridity is common in puppet shows (which will be a case for this research) in the community, although in fact the quality of the show becomes worth researching further. Qualitative approach promises a new perspective for the existence of traditional art in the digital media age. The case of media sharing uploads becomes the primary source of data, in addition to the forms of live performances in the community. Streaming technology is a testament to the level of stage art’s path to new digital culture communication. The results of the hypotheses testing based on the effect of digital marketing on the two variables of consumer participation and consumer value regarding the traditional Indonesian art of puppet shows did not have an acceptable significant effect (p < 0.05), but in relation to the role of digital marketing on consumer confidence, this amount is regarded as acceptable. Conclusion. Power relations produce creative products in the context of television culture, and become a reference for wayang hybridity in society. The success of revitalizing wayang golek as an investor power relation in shifting the function of wayang as a medium for public entertainment.