Cross-Cultural Communication in Song Selection and Presentation of Events at Sriwijaya Radio

Abstract

This study aims to find out how cross-cultural communication is applied in song selection and program presentation at Sriwijaya Radio Palembang. The problem in this study is that there is still a dominance of national and international popular songs compared to regional songs, so the representation of local culture in radio broadcasting needs to be studied further. The theory used in this study is Hofstede's Cultural Dimension Theory. The type of research used is field research with a descriptive qualitative approach. Data collection techniques are carried out through observation, in-depth interviews, and documentation. Primary data sources are obtained from Sriwijaya Radio's broadcasters, producers, program managers, and listeners, while secondary data are obtained from relevant archives, documents, books, and journals. Data analysis techniques are carried out through data reduction, data categorization and coding, thematic analysis, and conclusion drawn. The results of the study show that cross-cultural communication at Sriwijaya Radio is realized through the use of the Palembang language, the presentation of programs that elevate local culture, and the role of broadcasters as cultural mediators. However, the representation of local culture in the selection of songs still faces challenges due to the dominance of popular songs that adapt to market tastes and listener needs.