Re-Embedding Tradition: Artisans, Algorithms, and the Strategic Orchestration of Digital Futures
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Keywords:
Digital Transformation, Resource Orchestration, Socio-Economic Relations, Traditional MSMEs, Platform EconomyAbstract
This study addresses the paradoxical decline of UNESCO-recognized batik artisans in Klampar Village, Indonesia—where active artisans fell from 1,300 to 249 despite cultural prestige. Moving beyond adoption-centric models, we employ an integrated framework of Resource Orchestration Theory and Granovetter's embeddedness lens. Through a qualitative study of 16 MSMEs, we frame digitalization as strategic re-embedding: a shift from relational (collector-based) to algorithmic embeddedness (platform-dependent). Findings reveal four strategic pathways of resource orchestration and three bundling strategies mediating authenticity-algorithm tensions, demonstrating the reconfiguration—not elimination—of power dependencies. Artisans' institutional work—preserving identity, reconfiguring relationships, restructuring norms—drives this transition. Theoretically, we extend ROT into informal, community-based contexts. Practically, we advocate for differentiated ecosystem support, platform literacy, and propose Platform Cooperatives for Heritage (PCH) to mitigate power asymmetries. This offers a framework for digital transformation as contested socio-technical re-embedding, enabling cultural heritage communities to thrive digitally without severing socio-cultural roots.
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