Mediatization of Rural Communities in the Context of Future Communication

Abstract

The purpose of this study is to show that there are differences in the use of media in each society, as it is related to the social situation and cultural values ​​of each. This study refers to mediatization as a concept that states that there is an interrelation between communication practices and media development with socio-cultural dynamics. This study uses digital ethnography as a method to collect and analyze data from three Facebook accounts (REJOTANGAN, WONG PUCANGLABAN (WP), and KALIDAWIR) and their followers. This study finds that the socio-cultural context underlies the practice of using media. Also, the media plays a role in shaping social activities, especially in terms of communication and media practice. This study concludes that no matter how sophisticated media technology is, future use and media literacy requires socio-cultural perspectives and knowledge. Media literacy also needs to understand the need for responsibility and the impact of using media on individuals and society. To a certain degree, media users also need an agnostic spirit - in the sense of being able to understand information comprehensively and critically, check its validity from various reliable sources, and implement it so that it can be personally and socially beneficial.