<![CDATA[This study aims to describe the moral and cultural values in the rhymes on Radio Prima Bangka which includes moral values towards God, moral values towards family, moral values towards society, moral values towards oneself, cultural values in human relations with God, cultural values in human relations with nature, cultural values in human relations with society, and cultural values in human relations with themselves. The method used in this research is descriptive qualitative method. The research data was obtained in the program "Pantun Bersahut or Prima Berbalas Pantun" on the May 2019 edition of Radio Prima Bangka through recorded documentation. Data collection techniques in this study using observation, interview, note-taking and documentation techniques. The data analysis technique in this study used content analysis techniques. Based on the results of research and discussion of the moral values contained in the rhetoric on Radio Prima Bangka broadcast there are values of faith, values of devotion, values of sincerity, values of honesty, values of responsibility, values of discipline, values of patience, values of compassion, values of caring, values of tolerance. Whereas in cultural values there are values of faith, values of diligent worship, values of surrender to nature, values of kinship, values of helping hand, values of responsibility, values of honesty, and critical values]]>
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