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Abstrak :
In globalization era, regional culture that related to the tradition through a difficult phase. The reason that made this thing happen is the explosion of internet media. Internet--either social media or social networking--would be central position to internalizing an influence on society. Not only the society was silenced, various agencies or group from local culture was using internet as their preservation ways. Starting with internet and blogs, to use social networks, such as facebook, instagram, etc, to promote the preservation that they did. According from displacement of preservation medium, i saw that this thing isnt about change, but there is a negotiation that was created by the group--which they are from tradition culture--with signs on globalization. So, in this article, i would like to discuss about negotiations. Because the internet nearly with media studies, so i try to understand about that negotiation with mediatization theory. I used two methods to answer the question, literate study and explore media in internet. The results were interesting, negotiations are conducted in shaping patterns of us is different from before. As a result that i got, i hope this article can help the reader to understand the changes and can be maintained the of tradition essence preservation.

Abstrak :
Isu sosial tentang politik dan agama melatarbelakangi sejumlah konflik ataupun ujaran kebencian di beberapa media. Akan tetapi, kehidupan masyarakat Tulungagung menunjukkan nuansa kerukunan sebagaimana data Data Badan Kesatuan Bangsa dan Politik Kab. Tulungagung mencatat ketiadaan konflik sosial sepanjang tahun 2017-2019. Merujuk Teori Konstruksi Sosial atas Realitas dan mediatisasi -yang menyatakan konteks sosial budaya melandasi praktik komunikasi dan penggunaan media-, studi ini berargumen bahwa engagement media masyarakat Tulungagung memiliki kaitan dengan guyub rukun sebagai nilai sosial budaya. Untuk itu, studi ini bertujuan untuk memahami interelasi masyarakat Tulungagung dengan media dalam konteks guyub rukun. Studi ini menggunakan etnografi sebagai metode penelitian demi memahami pengalaman, makna, dan praktik keseharian guyub rukun dari perspektif masyarakat Tulungagung. Temuan studi menunjukkan bahwa masyarakat membangun makna guyub rukun dari perspektif politik, sejarah, dan sosial budaya. Guyub rukun kemudian membentuk kesadaran kognitif dan diimplementasikan masyarakat dalam praktik-praktik sosial. Masyarakat Tulungagung juga membangun mekanisme bersama untuk menjaga guyub rukun melalui kebiasaan, aktivitas sosial budaya, dan penyelesaian konflik yang mengutamakan nilai kebersamaan, keharmonisan, inklusivitas, kepedulian, dan saling menghormati. Dalam kesehariannya, masyarakat menggunakan media untuk mendiseminasi, meneguhkan, dan merepresentasikan guyub rukun, menjaga nilai lokalitas, mengelola konflik, memunculkan eksistensi subkultur, membentuk relasi sosial yang harmonis, serta menyajikan informasi secara cepat, valid, dan sesuai dengan konteks sosial. ......Social issues regarding politics and religion are the background for a number of conflicts or hate speech in several media. However, the life of the people of Tulungagung shows nuances of harmony as data from the National Unity Agency and Politics of the Regency Tulungagung recorded the absence of social conflict throughout 2017-2019. Referring to the Social Construction of Reality Theory and mediatization -which states that the socio-cultural context underlies the practice of communication and media use-, this study argues that media engagement in the Tulungagung society is related to togetherness and harmony (guyub rukun) as a socio-cultural value. For this reason, this study aims to understand the interrelationships between the Tulungagung society and the media in the context of guyub rukun. This study uses ethnography as a research method to examine the experiences, meanings, and daily practices of guyub rukun from the perspective of the Tulungagung people. The findings of the study show that society constructs the meaning of guyub rukun from a political, historical and socio-cultural perspective. Guyub rukun then forms cognitive awareness and is implemented by the society in their social practices. The Tulungagung society has also built a joint mechanism to maintain guyub rukun through customs, socio-cultural activities and conflict resolution that prioritizes the values of togetherness, harmony, inclusiveness, caring and mutual respect. In their daily lives, people use the media to disseminate, strengthen and represent the harmonious society, maintain local values, manage conflict, bring out the existence of subcultures, form harmonious social relations, and provide information quickly, validly and in accordance with the social context.