Abstract
This paper provides an overview of the commodification phenomenon of the Si Muntu tradition in West Sumatra by focusing on how it can articulate its traditional dramaturgical identity as a response to market changes. The Si Muntu tradition has become prominent in West Sumatra, Indonesia, especially across six districts, including Agam, Sijunjung, Tanah Datar, Padangpariaman, Pasaman, and South Pesisir. This tradition holds profound cultural significance as a professional tradition conveying historical narratives, legends, and local wisdom. In the contemporary context, where the boundaries between culture and the market have become increasingly blurred, the Si Muntu tradition faces challenges adapting to the changing market demands while preserving its cultural essence. Through a case study examining how specific strategies have been employed to transform cultural elements into products or services catering to today’s modern audience with diverse aesthetic preferences. This analysis encompasses contextual factors that influence the transformation of its traditional dramaturgy, the marketing strategies employed, and the tangible impacts of the commodification practices. This study opens up a space for exploring the complex interaction between cultural heritage and market dynamics. Furthermore, it delves into how the commodified process has acted as a catalyst in redefining the identity and creating opportunities for the Si Muntu tradition to evolve within contemporary society. The findings of this study contribute to our understanding of how a habit can adapt within sustainable business practices.approach, this research illustrates the journey of commodifying the Si Muntu tradition,
Presenters
Saaduddin SaaduddinLecturer, Theatre, Indonesia Institute of The Arts, Sumatera Barat, Indonesia
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Tourism and Leisure Industries
KEYWORDS
Si Muntu tradition; Commodification; Identity; Market changes
