Saudah, Saudah (2018) Nilai-nilai askriptif interaksionis dalam dinamika perilaku komunikasi pedagang di pasar tradisional. In: Prosiding Penguatan Komunitas Lokal menghadapi Era Global.

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Abstract

The background of the research was the fact that traditional market traders confront a various
problem especially with regard to the mushrooming of newly-established modern market. An effective
interpersonal communication skill by traditional market traders was a necessary requirement to tackle
the problem. Only through this personal capacity can they achieve their dream of reaping economic
profit as well as social ones such as equipping their selves to enable them to interact effectively with
their colleague merchants. But this capacity will never materializes unless they were well trained in
ascriptive-interactionist ability. It is their capacity to both perform their economic activities rationally
based on their rigid economic calculation as well as carry out their job irrationally based on social
benefit. The later was accomplished for mere social betterment disregarding its economic advantages.
The research was aimed at investigating the development this ascriptive-interactionist behavior
among traditional market merchant especially with regard to their social interaction activities with
other stakeholders to maintain their existence to live within their complex environment. Utilizing
subjective etno-methodology, the research’s objectives were to explicate the problem deeper. This
was so for the purpose of contributing to the development of social communication concepts
especially in the area of the development of theories of social economic interaction within traditional
market. The research results will benefit the traditional market stakeholders such as government
agencies to empower traders in term of their economic as well social prosperity so that to preserve
their unique characteristics while at the same time empowering their economic benefit.

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