<![CDATA[This study explores the dynamics of Sundanese dialect use in Bandung City, especially among the younger generation, which has shown a significant decline in recent decades. Globalization, modernization, and the dominance of Indonesian and foreign languages, such as English, are the main causes of this shift. The younger generation more often uses languages that are considered practical and relevant for social and professional life. Nevertheless, various efforts to preserve the Sundanese dialect have been carried out, including through language classes in schools, cultural communities, and language festivals. The participation of the younger generation in these programs shows the potential for success, especially if packaged interactively and based on culture. The role of social media is also key in preserving the Sundanese dialect. Through platforms such as TikTok, Instagram, and Twitter, creative content such as memes and short videos help reintroduce the Sundanese dialect in a modern context. The results of this study indicate the need for collaboration between educational institutions, cultural communities, and technology to ensure the sustainability of the Sundanese dialect. An innovative approach is expected to increase awareness and involvement of the younger generation in preserving their cultural identity.]]>
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