<![CDATA[Banjar folklore figure Kuyang is transformed and represented in Indonesian horror film Kuyank (2026) and traditionally circulating through oral storytelling and collective memory, Kuyang functioned as a moral-regulative narrative within communal communication. Its adaptation into cinema reflects a shift in communicative authority and symbolic meaning. Based on Stuart Hall’s representation theory, Couldry and Hepp’s mediatization model and Barbara Creed’s monstrous feminine concept, qualitative textual analysis is used to investigate narrative structure, visualization and promotional narratives. The results uncover three shifts: ontological (from the imagined folkloric creature to a visualized monster), functional-relational (from moral narrative to commercial spectacle), and institutional (from collectively transmission to centralized media production). The paper claims that cinema is involved in the performance and reconstruction of folklore in line with genre formulas and market strategies.]]>
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