Wayang is a dynamic intangible cultural heritage that evolves with the times. The problem facing wayang performances today is the declining quality of the performing arts. The role of the puppeteer becomes immensely significant as a moral agent in society. This research analyzes the creativity and innovation of puppeteers as moral agents in the contemporary Indonesian society.The research employed a qualitative approach, using the phenomenological paradigm. Data were obtained through in-depth interviews with puppeteers involved in polemics over the declining quality of Wayang performing arts. Subsequently, Jürgen Habermas's theory of communicative action is employed to analyze these moral and cultural polemics.The results reveal the existence of two competing groups of puppeteers concerning the creativity and innovation of puppeteers as moral agents in contemporary Indonesian society. On the one hand, some puppeteers emphasize the aspect of tontonan (entertainment). On the other, some puppeteers emphasize the aspect of tuntunan (moral teaching). Puppeteers who prioritize the tontonan aspect attract a larger fan-base but often result in a decline in the quality of performing arts.Meanwhile, puppeteers who focus on the tuntunan aspect can preserve the traditional values of wayang. However, their performances often fail to captivate the audience. Each group of puppeteers staunchly defends its own opinions and beliefs.