Proceedings of the 13th International Interdisciplinary Studies Seminar, IISS 2019, 30-31 October 2019, Malang, Indonesia

Research Article

Swalayan Upakara Bali: When Tradition Meets Technology (The Resilience of Balinese Rural Women in Digital Era)

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  • @INPROCEEDINGS{10.4108/eai.23-10-2019.2293082,
        author={Ni Made  Tisnawati and Khusnul  Ashar and Devanto  S. Pratomo and Susilo  Susilo},
        title={Swalayan Upakara Bali: When Tradition Meets Technology (The Resilience of Balinese Rural Women in Digital Era)},
        proceedings={Proceedings of the 13th International Interdisciplinary Studies Seminar, IISS 2019, 30-31 October 2019, Malang, Indonesia},
        publisher={EAI},
        proceedings_a={IISS},
        year={2020},
        month={3},
        keywords={resilience rural women traditional religious ceremonies digital era traditional market},
        doi={10.4108/eai.23-10-2019.2293082}
    }
    
  • Ni Made Tisnawati
    Khusnul Ashar
    Devanto S. Pratomo
    Susilo Susilo
    Year: 2020
    Swalayan Upakara Bali: When Tradition Meets Technology (The Resilience of Balinese Rural Women in Digital Era)
    IISS
    EAI
    DOI: 10.4108/eai.23-10-2019.2293082
Ni Made Tisnawati1,*, Khusnul Ashar2, Devanto S. Pratomo2, Susilo Susilo2
  • 1: Universitas Udayana, Indonesia
  • 2: Universitas Brawijaya, Indonesia
*Contact email: nimadetisnawati@unud.ac.id

Abstract

Most of rural women in Bali Province are informal sector workers who can be classified as vulnerable workers due to their socioeconomic conditions. They are also less likely to escape from poverty. Additionally, their traditional role in preserving cultural traditions as the basic asset of Bali’s tourism has put more burden on them. These conditions are likely more evident in Gianyar Regency that has the second most temples and the highest frequency of traditional ceremonies in Bali Province. This study examines how rural women develop their resilience strategy when they are confronted with modern, large-scale firms that offer similar ceremonial (Upakara) materials and the advancement of the digital era. This research uses a qualitative approach with a case study in Gianyar Regency, Bali Province. The findings show that rural women who have digital access can actively utilize the marketplace and social media to increase their economic resilience. Some marketplaces such as “Swalayan Upakara Bali” help rural women survive. Conversely, women who do not have digital access only survive in traditional markets. This study contributes to the empirical literature on women's work participation as a form of economic resilience and also on economic sociology especially the resilience of Balinese rural women in participating in economic activities and, at the same time fulfilling traditional responsibilities to preserve their cultural traditions.