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The development of digital technology has brought significant changes in the patterns of social interaction in society. Social media, especially TikTok, now functions not only as a means of entertainment but also as an effective medium for disseminating social, cultural, and humanitarian values. One interesting phenomenon in this context is the emergence of altruistic content, namely messages that represent caring, kindness, and selfless assistance. Content with altruistic nuances has its own appeal because it can create emotional closeness with the audience and has the potential to be used by business actors as a communication strategy to build a positive brand image. This study aims to identify and describe the forms of altruistic messages displayed in the TikTok account @mr.kingthread owned by Batik Benang Raja. The study used a descriptive qualitative approach with a content analysis method based on the altruism theory of Eisenberg and Mussen, as well as the six stages of content analysis according to Klaus Krippendorff. Data were collected from 24 videos uploaded between January 1–31, 2025, through observation and documentation techniques. Then, they were analyzed and categorized into six indicators of altruism: sharing, cooperation, helping, donating, honesty, and generosity. The results of the study show that @mr.kingthread's content consistently displays altruism through sincere, emotional, and easily accepted actions by the audience. The aspect of donating emerged as the most dominant element, followed by aspects of cooperation, helping, and sharing. The natural, authentic, and uncontrived message delivery strengthens emotional closeness with the audience and increases public trust in Batik Benang Raja's image as a brand that cares about humanitarian values. In conclusion, the altruism-based communication strategy through TikTok has proven effective in spreading humanitarian values, strengthening the company's positive image, and fostering a spirit of sharing among the audience.  

This study aims to examine the role of Batik Anjani as an agent of local cultural preservation in Malang City, with a focus on the concept of agency within Anthony Giddens’ structuration theory. In this framework, an agent is understood as a social subject capable of acting reflectively and transforming their social environment. Batik Anjani, as a local batik industry actor, demonstrates initiative and awareness in preserving traditional values through production practices, motif selection, the use of natural materials, and community empowerment activities. Using a qualitative approach and case study method, this research analyzes how Batik Anjani actively makes decisions, formulates strategies, and constructs cultural meanings within the context of ever-changing socio-economic dynamics. The findings reveal that Batik Anjani does not merely fulfill an economic role but also acts as a cultural agent contributing to the sustainable preservation and reproduction of local cultural identity.

This study aims to analyze the role of local values in the sustainable management of peatlands in Dayun Village, Siak Regency, Riau Province. The research applies a descriptive qualitative method using a normative-empirical approach. Findings indicate that although formal customary law structures are no longer present, local communities continue to apply traditional values in land management. Activities include sustainable watermelon farming, batik training using watermelon leaves, and processing agricultural products into local goods such as juices and watermelon-based snacks. Furthermore, educational tourism initiatives emphasize Malay cultural preservation, environmental awareness, and social revitalization. Community activities such as group exercises, outbound games, forest fire prevention education, and crafts training are led by the local tourism awareness group (Pokdarwis). These reflect a transformation of local values into tangible actions supporting ecological sustainability and community economic growth. The study also highlights the importance of local leadership and external collaboration in implementing these grassroots initiatives successfully.