Abstract

On this paper we are going to discuss about Malangan Mask preservation based on social media consumption of Generation Z in Malang. It’s a reflecting result from the previous research that has been done about social media consumption pattern of Generation Z in Malang towards the preservation of Malangan Mask. By using Uses and Gratification Theory to analyzed the issue, significant result has been found. The result showed that Instagram is the social media that Generation Z like the most. They also like entertainment and informative themed content so they follow accounts that have interesting content. Generation Z also uses social media to learn new things and can decide product purchases through information from that platform. Based on this social media consumption pattern, it is very supportive to conserve Malangan Mask through social media if artists want Generation Z as the target.

Keywords

Media consumption pattern, Social media, Generation Z, Malang, Malangan Mask