Bakrie University Develops Strategy to Address AI's Impact on Local Culture
Bakrie University held a Contemporary Digital Culture Webinar to develop strategies for addressing the development of artificial intelligence (AI), social media algorithms, and changes in information consumption patterns, which are seen as posing new challenges to the sustainability of local culture in Indonesia.
Head of the Master of Communication Science Programme at Bakrie University, Dr Prima Mulyasari Agustini, stated that amidst the rapid flow of digitalisation, society is required not only to adapt to technology but also to maintain cultural identity so that it remains relevant in the digital space.
“Digital transformation should not be viewed as a threat to local culture, but rather as a momentum to expand the existence and competitiveness of Indonesian culture on a global scale,” Prima said in Jakarta on Wednesday.
She explained that the academic forum, themed “Communication Strategies and Challenges for Local Cultural Resilience in the Digital Space”, brought together academics, researchers, communication practitioners, postgraduate students, and cultural activists to discuss strategies for navigating the changing digital communication landscape. “What is needed is the right communication strategy so that technology and culture can grow side by side,” she added.
Beyond the development of AI, the webinar also addressed phenomena increasingly close to people’s lives, such as disinformation, cyberbullying, echo chambers caused by social media algorithms, and the declining quality of the digital public sphere.
Eli Jamilah Miharja, a lecturer in the Master of Communication Science Programme at Bakrie University, noted that technological developments must be understood not only from the perspective of innovation but also through social and cultural lenses, given their impact on how society builds social relations, understands culture, and forms identity. “Therefore, an academic approach through research is crucial so that technological developments can be utilised responsibly without eroding the cultural values that form the nation’s identity,” she said.
The webinar featured two academics with strong track records in communication and digital culture. Dr Hany Nurahmawati, a lecturer and Communication Specialist with academic experience in Indonesia, Malaysia, and France, discussed the dynamics of cross-cultural communication, branding, digital media, and changes in societal behaviour within the digital ecosystem. Meanwhile, Assoc. Prof Bambang Sukma Wijaya, a branding and marketing communication expert with over a decade of experience in the advertising industry, reviewed the development of AI, consumer culture, communication ethics, and their implications for modern communication practices.