Title: Human Communication in Enhancing Sangging Knowledge of Health in the Masangih Ceremony in Mas Village, Ubud District, Gianyar Regency
Authors: I Nyoman Gejir; I Nyoman Subagia; I Nyoman Kiriana
Volume: 10
Issue: 3
Pages: 171-179
Publication Date: 2026/03/28
Abstract:
This study aims to analyze the role of human communication in enhancing the knowledge of sangging regarding health practices in the masangih ceremony in Mas Village, Ubud District, Gianyar Regency. The study employs a qualitative approach with an ethnography of communication design to understand communication processes within cultural and ritual contexts. Data were collected through participant observation, in-depth interviews, and documentation, and then analyzed thematically. The findings indicate that communication effectiveness is influenced by communicator competence, the characteristics of sangging, cultural context, interpersonal communication patterns, and community social support. Effective strategies include culturally based approaches, participatory methods, experiential learning, and collaboration between healthcare professionals and traditional leaders. The implications of such communication include increased knowledge, changes in attitudes, and behavioral improvements among sangging in applying safer health practices without diminishing the sacred values of the ceremony. Furthermore, communication plays a role in integrating traditional and modern knowledge while strengthening social cohesion within the community. This study affirms that human communication serves as a key bridge between tradition and modernity, enabling the masangih practice to be conducted in a healthy, safe, and sustainable manner.