Public Communication Strategies of the Sultan of Ternate in Revitalizing the Moloku Kie Raha Cultural Identity: A Case Study of the Legu Taranoate Tradition
DOI:
https://doi.org/10.33387/tekstual.v24i1.10359Keywords:
Public Communication Strategy, Sultan of Ternate, Legu Taranoate, Cultural Public Sphere, Symbolic Power, Cultural RevitalizationAbstract
This article examines the public communication strategies used by the Sultan of Ternate to revitalize Moloku Kie Raha cultural identity through the 2024 Legu Taranoate tradition. The study addresses how a non-state traditional authority maintains cultural legitimacy within modern democracy, globalization, and expanding digital media. Using a qualitative case-study approach, data were collected through participant observation, document analysis, and semi-structured interviews with twelve key informants, including sultanate officials, customary leaders, media managers, cultural practitioners, and academics. The findings show that the Sultanate of Ternate combines ritual communication, sacred spatial arrangement, royal symbols, public dialogue, youth participation, and verified digital content to strengthen the continuity of local identity. Vertically, the Sultan operationalizes symbolic capital through rituals such as Orom Sasadu and Kololi Kie. Horizontally, Legu Taranoate functions as a cultural public sphere where citizens negotiate adat values with contemporary issues. The study argues that cultural revitalization is achieved through symbolic authority, community participation, and adaptive media practices.
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