DISEMINASI PENGETAHUAN TOKOH KI NARTOSABDHO MELALUI EVENT FESTIVAL SEABAD NADA DAN WARISAN KI NARTOSABDHO KEPADA PEGIAT SENI MAHASISWA DI KOTA SEMARANG SEBAGAI PROJECT MANAGER, SPONSORSHIP MANAGER, MEDIA PLANNER, KOORDINATOR LAPANGAN, TENANT MANAGER

Abstract

This study analyzes the dissemination of knowledge regarding Ki Nartosabdho through
the cultural event “Festival Seabad Nada dan Warisan Ki Nartosabdho” targeting student art
communities in Semarang. The increasing dominance of global popular culture has
contributed to the declining awareness of local cultural figures among younger generations.
This research employs a qualitative approach with an implementation-based method, utilizing
Integrated Marketing Communication (IMC) as the conceptual framework. The festival
integrates various communication tools, including advertising, public relations, and
experiential events. Findings reveal that the program successfully enhances participation,
knowledge, and cultural appreciation among participants. The study concludes that cultural
festivals supported by integrated communication strategies can effectively bridge the gap
between interest and knowledge in cultural preservation.