Strategy in Sampradaya Discourse on Facebook

Abstract

Background: The term sampradaya is used to denote the Hindu spiritual community in Bali with new traditions and ways originating in India starting in 1980. The debate about sampradaya also took place on social media, resulting in contesting discourses. Research on sampradaya discourse on social media is still very poorly conducted. Based on this, the study aims to determine the strategy of sampradaya discourse in the battle of discourse about sampradaya on Facebook. Methods: This research uses a combination of critical di methods Teun Van Dijk model and netnographic methods. Research data in the form of discourse was collected by copying communication between participants in the Facebook community environment. Result: Based on research, the strategies used by discourse in combat are symbolic capital strategies, reproduction strategies, distinctive strategies, rejection and exclusion strategies, and transformation strategies. Conclussion: The strategies employed in the discourse battles of the Sampradaya on Facebook encompass symbolic capital, reproduction, distinction, rejection and exclusion, and transformation strategies. The use of these strategies in discourse battles aims to maintain and, in some cases, alter the distribution of symbolic resources in relation to power hierarchies, thereby influencing the online community.