Snowing the Seeds of Cultural Actors: Ways to Increase Indonesian Culture Literacy in Generation Z

The cultural values possessed by each region are now fading, even starting to disappear, because cultures from abroad mark them. Indonesia's absence of cultural preservation can eliminate its identity as a cultured nation. In response to this problem, action is needed to preserve Indonesian culture. One of them is by introducing cultural literacy from social media content. The purpose of this research is to explore how behavior changes Generation Z when interacting with archipelago cultural literacy information presented in the form of social media content and to determine the effect of social media content in seeding cultural actors in Generation Z. The research method used is qualitative, selecting informants using non- probability techniques with purposive sampling techniques in taking the sample. The data collection technique uses semi-structured interviews, and the data analysis technique uses thematic analysis. The results of this study indicate a change in Generation Z behavior when interacting with cultural literacy information that appears through content on social media. This change can be seen from the response given by liking, commenting, and reposting on his personal social media account. In addition, cultural literacy on social media has succeeded in cultivating cultural actors from among cultural actors. However, it has yet to have an overall impact on all of Generation Z.