<![CDATA[This research is based on the negative perception of young people towards traditional fabrics. This research aims to find out and analyze Generation Z meaning of cloth fashion in shaping self-identity in the social environment. To answer these objectives, researchers used data collection techniques through in-depth interviews and participant observation. This research uses a qualitative approach and interpretive paradigm as well as phenomenological studies. The results showed that Generation Z has an understanding of traditional fabrics, fabric motif preferences, as well as the meaning of traditional fabrics. The results also found that Generation Z makes mix and match of traditional fabrics, gets positive value from the fabric, has motivation from themselves and the social environment and has a sense of pride and acceptance of themselves for preserving the fabric. The results also show that Generation Z shapes their self- identity and personality, expresses the fabric on social media, and gets positive appreciation. In conclusion, artifactual communication plays an important role in conveying Generation Z identity and preferences through the use of traditional fabrics in their social environment. The implications of the results of this study are expected to contribute to the field of communication and can motivate young people to use traditional fabrics as daily clothing.]]>
Copyrights © 2026
