From Tradition to the Contemporary Stage: Business Communication Strategies of Wayang Women

Abstract

The research problem addresses how traditional arts struggle to remain economically viable and relevant in modern, multicultural markets while navigating the tension between cultural authenticity and commercialization. The main objective of this study is to analyze the practices of Wayang Women as a representation of adaptive traditional art in Southeast Asia. Supporting objectives include identifying the operational challenges faced in product and market development and evaluating strategic solutions to these obstacles. This study adopts an interpretive qualitative case study approach. Data were collected through in-depth interviews conducted in a flexible and non-rigid manner to elicit honest, detailed information. The study involved four informants selected purposively based on their direct engagement with the subject. Primary data was supplemented by documentation, including relevant literature, project documents, and photographs. Data validity was ensured through methodological triangulation, cross-verifying the interview transcripts with the collected documentary evidence. The data reveals that Wayang Women integrates traditional art preservation with contemporary feminist and multicultural themes. The findings indicate that its development faces specific structural challenges: limited resources, a narrow target market segmentation, and an ongoing dilemma between maintaining cultural authenticity and pursuing commercial viability. The study interprets Wayang Women's approach not as a direct ideological confrontation, but as a collaborative negotiation between tradition and innovation. While the study does not assess long-term sustainability outcomes, it suggests a potential communication pathway through which traditional performing arts may enhance their visibility and relevance within niche multicultural markets.