COMMUNICATION STRATEGY OF THE NORTH SUMATRA KPOTI ORGANIZATION IN REVITALIZING TRADITIONAL SPORTS AMIDST THE CURRENT OF MODERNIZATION

Abstract

This study aims to analyze the organizational communication strategies of KPOTI North Sumatra in revitalizing traditional sports amid the currents of modernization. Using a descriptive qualitative approach and a single case study design, data were collected through in-depth interviews, participatory observation, and media documentation. The data analysis followed the Miles, Huberman, and Saldaña interactive model, involving data reduction, data display, and conclusion drawing. The findings reveal that KPOTI North Sumatra implements a hybrid communication strategy combining face-to-face interaction and digital media. Cultural campaign messages such as “Lestari Budayaku, Bugar Bangsaku” (Preserve My Culture, Strengthen My Nation) were used to engage the younger generation through social media platforms like Instagram and YouTube. Supporting factors include the creativity of the social media team and cross-sectoral collaborations, while challenges include limited funding and declining youth interest in traditional games. This study concludes that organizational communication strategies grounded in local cultural values and adaptive digital approaches are crucial for cultural preservation in the modern era.