Local Wisdom as Informal Leaders’ Communication Strategy in Rural Areas: An Indonesian Case

Abstract

This study aims to explore the application of local wisdom as a communication strategy of informal leaders in rural areas in Pangalengan, West Java, Indonesia, as a case example. Data were collected quantitatively through questionnaires distributed to the Pangalengan community who live in the perimeter of the location of a multinational company and qualitatively through focus group discussions (FGD), in-depth interviews with stakeholders, and field observations. The data obtained were then analyzed using ethnographic social research methods. The results show that the use of local wisdom, i.e., local language and culture, has proven to be effective as a communication strategy that connects multinational companies with the rural communities. This study has revealed that rural communities in West Java deem the existence of multinational companies beneficial to their life. The same communities, however, are found to be resistant to foreign cultures introduced by multinational companies. The role of informal leaders (religious, community, youth leaders) has proven effective in intermediating the wishes of the company and those of the community through constructive communication, i.e., intercultural communication that channels the local wisdom embraced by the community to the employers and employees of the company.