COMMODIFICATION OF THE BRIDAL IMAGE: PREWEDDING AS POPULAR CULTURE IN BALINESE HINDU WEDDINGS

Abstract

The rise of prewedding photography among Balinese Hindu couples reflects a transformation of sacred traditions in response to contemporary social and cultural change. Once centered on the spiritual union of two souls, the wedding ritual has evolved into a space where love, beauty, and identity are expressed through visual storytelling. This study uses a qualitative cultural approach informed by the political economy of communication and popular culture theory to explore how prewedding practices become a bridge between sacred values and modern aspirations. The findings show that traditional symbols such as payas agung attire, temple settings, and ritual ornaments are reinterpreted as expressions of pride, creativity, and affection rather than merely as commodities. Social media platforms allow these images to circulate widely, creating new meanings that combine spirituality with aesthetics. The prewedding tradition thus becomes not only a visual celebration of love but also a way for Balinese couples to honor their cultural heritage in a modern world. Rather than diminishing the sacred, this phenomenon reveals the enduring ability of Balinese culture to adapt, communicate, and remain spiritually meaningful amid globalization.