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DENI HIDAYAT Pengarang Misnan S.S, M.IKOM Dosen Pembimbing 1 Rezzi Nanda Barizki, S.I.Kom, M.M Anggota 2/Penguji 3 Iswahyu Pranawukir, S.sn.,M.I.Kom Anggota 1/Penguji 2 Dr. Hiswanti, S.Sos., M.I.Kom Ketua Penguji/Penguji 1

Reak art is one of the cultural arts originating from the Sundanese community of West Java, which combines several other arts such as music, dance, mask art, and pencak drumming. In the current era, especially the younger generation, many do not recognize the art of reak. Some of the factors that cause a lack of interest in traditional arts are the lack of information dissemination and technological advances. The purpose of this research is to find out how the communication strategy carried out by the reak dangiang padjadjaran group in preserving the art of reak and to find out how the current public responds to the art of reak in the era of technological advances and the times. The research method used is descriptive qualitative method using data collection techniques such as interviews, observation, documentation. this research uses symbolic interaction theory according to George Herbert Mead 1. Mind (mind) there is a change in the reak art performance, 2. Self (self) individual identity as a supporter of culture, 3. Society (society) there is enthusiasm and mutual support for changes in the reak art performance. The strategies used adjust to communication elements such as communicator strategies, audience strategies, message strategies, media selection strategies, effects, and obstacle strategies. Thus, the dangiang padjadjaran group should maximize the use of digital media to disseminate information and educate through the content presented, the younger generation should learn traditional arts which are one of the cultural heritages that must be preserved in the era of technological advances and the times.