Ngabedahkeun Walahar: A Local Wisdom-Based Pedagogical Model for Community Education through Corporate Social Responsibility in Indonesia

Background/purpose. This study investigates the communication strategy employed by PT Pertamina Patra Niaga in implementing its "Ngabedahkeun Walahar" Corporate Social Responsibility (CSR) program in Karawang, Indonesia. It specifically examines how culturally responsive and participatory communication practices foster community engagement and reinforce corporate accountability.

Materials/methods. The research adopts a qualitative case study design grounded in a constructivist framework. Data were collected through semi-structured interviews, document analysis, and field observations. The study applies a multi-theoretical lens, including Legitimacy Theory, Stakeholder Primacy Theory, and Social Capital Theory, to analyze the role of communication in CSR delivery.

Results. The findings indicate that incorporating local cultural values, engaging trusted community leaders, and utilizing a blend of communication channels significantly improved public trust, participation, and the long-term viability of the program. The integration of local wisdom and community-based development models fostered inclusive village ecosystems, with social return on investment (SROI) exceeding the initial financial input.

Conclusion. The case of Walahar illustrates that CSR initiatives are more effective when supported by adaptive and inclusive communication strategies. Such approaches not only enhance community development outcomes but also contribute positively to the company’s social credibility and institutional resilience.

Keywords: Corporate Social Responsibility (CSR), strategic communication, community empowerment, participatory development, cultural sensitivity

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