Manajemen Komunikasi Tradisi Dan Modernitas Dalam Perayaan Hari Raya Nyepi Di Lombok

This study aims to examine the communication management that takes place in the Nyepi Day celebration in Lombok, with a focus on the integration between local traditions and the influence of modernity. Nyepi Day is one of the holy days in Hinduism that has deep meaning in the teachings of the Vedas, and involves a series of profound and symbolic rituals. In the context of Lombok, the Nyepi celebration shows the interaction between traditional communication maintained by the indigenous community and the use of digital media that is increasingly growing, especially among the younger generation. The research method used is a qualitative approach with descriptive analysis. Data were collected through in-depth interviews with religious leaders, customary leaders, and Hindu youth in Lombok, as well as participant observation of the procession and digital communication related to Nyepi. This study also examines the theory of ritual communication, new media theory, and diffusion of innovation theory to explain the dynamics of communication that occurs. The results of the study indicate that although digital media plays an increasingly large role in disseminating information about Nyepi, traditional communication involving direct interaction between community members and the delivery of religious teachings by customary leaders still plays an important role in strengthening the spiritual meaning of the celebration. The integration of social media and other digital platforms has succeeded in expanding the reach of information and increasing community participation, but also presents challenges in maintaining the depth of religious and cultural values. In conclusion, communication management in the Nyepi Day celebration in Lombok shows success in combining traditional and modern elements, creating an inclusive communication space, and strengthening the religious and social identity of the Hindu community. This study contributes to the understanding of adaptive religious communication management in the digital era.