Digitalization has led to profound changes in media consumption patterns in Indonesia. With the ever-increasing number of internet users in the country, the demand for digital content is expected to rise as digital media becomes more embedded in everyday life. People increasingly enjoy the convenience of accessing digital media, where they can read news in real-time, enjoy entertainment on-demand, and information knows no boundary. The change in media usage behavior in Indonesia has fueled expansion of the country’s digital media industry. It has also encouraged media companies to establish a digital media presence to stay relevant and gain dominance in the market.

Despite the rapidly growing digital media market, traditional media-print and broadcast media-remains the first choice for many Indonesians. Traditional media is also a powerful tool for reaching people who may not be active on social media or online platforms. Failing to engage with traditional media can backfire for businesses since they overlook an entire demographic that could be their target market. Recent data shows that the combined market share of television and print advertising was still higher than of digital advertising, demonstrating the resilience of traditional media in the Indonesian advertising market.

Indonesia is making significant strides in the global digital economy landscape, ranking sixth for the highest number of startups, with over 2.500 registered as of 2023. This achievement positions Indonesia as the only ASEAN nation in the top ten. Regarding in the number of unicorns, Indonesia ranks second in 2022, thus proving itself to be one of the region’s start-up leaders, which simultaneously also offers rich studies related to contemporary digital media.

Indonesia is the world’s largest archipelago, which consists of more than 17.500 islands, brimming with deep cultural history. There are more than 300 different ethnic groups in the nation, and each has its own distinct traditions and customs. Relationship and understanding building between various cultures heavily depends on communication. 

As a form of preservation and an effort to introduce the richness of Indonesian culture, as well as embracing cultural diversity around the world, the Faculty of Communication Sciences holds a cultural festival which is held every year. Through the process of studying Indonesian culture and global cultural trends, especially from the perspective of cross-cultural communication, our students play a crucial role in showcasing the rich tapestry of various traditions, practices, and customs of different ethnicities, races, and religions. Moreover, our annual cultural festival offers a unique opportunity for people to connect with their roots and appreciate the richness of their cultural identity.

Jatinangor is a sub-district located in Sumedang, a district adjacent to the city of Bandung which is known as a vibrant and picturesque city nestled in the lush volcanic landscape of Indonesia. Located in the heart of West Java, Bandung is known as the ‘Paris of Van Java’ and is renowned for its pleasant climate, stunning architecture and rich arts and culture scene. The city has also become an important center for higher education in the country, with Bandung playing host to a large number of different universities across a wide range of styles and disciplines, including communication science.

Designated as a higher education area by the Governor of West Java in 1987, Jatinangor is home to four well-known universities, including Universitas Padjadjaran, where the campus offers ample space for students to learn and engage in activities comfortably, as well as an environment that is very comfortable and mild, especially considering that the campus is surrounded by a mountainous range. Since 2015, the Jatinangor area has been part of the Greater Bandung metropolitan area, providing various entertainment facilities for students.