HINDU MARRIAGE RITUALS IN DENPASAR: COMMODIFICATION IN A GLOBALIZED WORLD

A prominent example of globalization's effect on local traditions can be seen in Denpasar's marriage rituals, where modern global culture often vies with a rich local heritage. This phenomenon has implications for transforming values ​​in society’s culture to the private realm in the marriage ceremony as a religious practice, which is now one of the economic potentials through commodification. This study focuses on the commodification of Hindu marriage in Denpasar City in the global era. This study aims to find out what forms and how it occurs. This study is a qualitative study with a cultural studies paradigm. Data is collected through observation, interview, and document study methods. The theory of Commodification and social practices are used to analyze the problems of the study. Data analysis is carried out descriptively and interpretatively by describing the phenomena that occur critically. The study results show that the forms of commodification found in marriage in the global era in Denpasar City are socio-cultural and economic. The factors underlying these forms are globalization, consumer culture, media, and individualism. Keywords: commodification, tradition, Hindu marriage, Denpasar City