The Transformation of the Baduy’s Image from Perceived Primitivism to Marketable Authenticity

This article explores the transformation of the Baduy’s cultural identity in the digital age, focusing on how social media platforms such as TikTok and Instagram have reshaped their representation. Historically perceived as an isolated and primitive indigenous group resistant to modernity, the Baduy—particularly the Baduy Luar—have increasingly engaged with digital platforms, constructing an identity that blends tradition with contemporary digital aesthetics. Through qualitative content analysis of social media posts, this study examines how the Baduy Luar selectively integrate modern technology while maintaining elements of their traditional heritage. Drawing on theories of self-presentation, hybridity, and cultural commodification, the article argues that social media serves as both a platform for cultural preservation and a space where indigenous identity is marketized. The Baduy’s online visibility enables them to assert their cultural authenticity while simultaneously navigating the pressures of digital consumerism and algorithmic visibility. This study also highlights tensions between authenticity and commodification, as the increasing engagement of the Baduy Luar with social media raises concerns about cultural dilution and shifting community dynamics.