ABSTRACT
The Adat Nyeureuhan Procession in Cireundeu Indigenous Village has experienced a shift in cultural values over time, Indigenous Villages of Cireundeu Village, especially young people, have at least experienced a decline in cultural values due to being influenced by the development of modern times. Modernization is at least the cause of society, especially young people, in shifting the cultural values of the Nyeureuhan procession in Cireundeu Indigenous Village. The method used in this study is a qualitative method with a Case Study approach. Data collection techniques used are observation and interviews, the process of collecting data techniques is assisted by three informants who are indigenous people in Cireundeu Indigenous Village. The results of this study indicate that modernization is a blessing for the community of the Cireundeu traditional village and not a threat and a positive impact, the shift in cultural values that occur in the Nyeureuhan tradition becomes a threat to the erosion of cultural values that should become Indigenous Villages that have local wisdom. The lack of strength to maintain tradition and its ease is influenced by modern traditions making the tradition of Nyeureuhan disappear in the Cireundeu Indigenous Village. The development of cultural values in the Cireundeu Indigenous Village as local wisdom concludes that the existence of the role of the community should be mutually strong to maintain the traditional values which are the identity of the Cireundeu Indigenous Village itself.
Keywords: Modernization of Cultural Communication, Rejuvenation, Shifting Cultural Values