Traditional Art Platformization: Commodification of Denawa Characters and the Attention Economy in AI Podcast Format on Tiktok

Abstract

This study aims to analyze the platformization of traditional arts through the commodification of the Denawa (Buta Bodoran) character within an AI-generated podcast format on TikTok. The central problem examined is how this digital transformation reconfigures traditional Sundanese philosophical values within the confluence of the attention economy and algorithmic logic. Employing a qualitative approach rooted in systematic netnography comprising the phases of entrée, data sourcing, coding, and triangulation alongside content analysis, this research examines four sample videos from the @wayanggoleknusantara account. The results indicate that the Buta character undergoes a process of media deterritorialization (demolition triggered by advances in technology and digital media) and reterritorialization elements that were once uprooted find their new form again) into an "in-between" space, wherein cultural legitimacy shifts from the appreciation of physical stage performances to digital metrics such as likes and shares. Crucially, the findings reveal that in the pursuit of virality and algorithmic engagement, a symbolic simplification occurs, reducing the philosophical depth of the Denawa figure to a mere commodity for instant entertainment. The study concludes that although digital innovation expands outreach among younger audiences, a "narrative negotiation" strategy is vital to maintain an equilibrium between technological adaptation and the originality of cultural values. Theoretically, this research reinforces the framework of the attention economy in traditional arts; practically, it provides actionable guidance for creators to safeguard cultural integrity amidst the relentless demands of platformization.