by Juparno Hatta, S.Sos, M.Ag., Arief Dwi Hidayat, M. Fadly Rismawan, Rahmat Tanzil, Sopian Hadi.

In the 21st century, there have been various social changes in the human world, followed by various socio-cultural phenomena. With the presence of new media, forming an increasingly complex human world. New media can be defined as a category of information and communication technology (ICT). This communication technology is suspected as an element that can create social change.
New media is related to the phenomenon of cultural globalization, which we can witness today. This technology is artificial or virtual, which binds everyone to computer networks and the internet. Social relations are carried out virtually, not just naturally. With new media, geographical barriers begin to erode or disappear. ICTs have minimized geographical boundaries and artificially made connections possible. Social relations in modern humans are experienced in a new space, namely cyberspace.
Globalization is like a coin with two sides. First, globalization provides opportunities for economic activists to develop so as to carve economic prosperity. While on the second hand, this current can scratch the wounds of humanity. In the realm of culture, globalization can bring people to the problem of cultural crisis. This crisis manifests itself in the form of cultural amnesia, in which a culture begins to erode or be forgotten in modern human memory and awareness. The phenomenon of contemporary globalization takes the form of globalization of liberal capitalism and materialistic modernity. As a result, the economic system dominates in other domains. Because the dominant economic system dominates other social systems, materialistic and consumeristic culture is spread through the mass media to society. The natural way of life is transformed into a mechanistic and individual one.
In addition, this globalization model encourages the creation of new symbols or culture. The new culture comes and is formed in this current of globalization. Starting from there, the phenomenon of cultural amnesia is increasingly visible to the surface. Old symbols are forgotten and replaced. This phenomenon does not only affect the political elite and common people. Teenagers are also starting to be infected with cultural amnesia. Seloko or bersoloko are popular and identical with Jambi Malay race or customs. It is a different story for young people in Jambi, who cannot identify the features of this custom. Seloko is Malay literature which is expressed in the form of rhymes containing ethical-moral values. In the Jambi Malay race, seloko’s position is so significant, it has a sociological social function. Also, it is a view of life (world view) in building life in daily activities as well as in the state. The meaning of seloko is starting to be forgotten, Jambi youth think that singing is only a rhyme or an ordinary literary work.