Paper Title
CULTURE IN WORDS: ANALYSIS OF CHARACTER VALUES IN THE SLOGANS OF THE FIVE LARGEST TRIBES IN INDONESIA

Abstract
Indonesia is a country that stands on the diversity of tribes, in which each tribe has a wealth of diverse cultures. The Javanese, Sundanese, Malay, Batak and Madurese are the five largest tribes in Indonesia. These five main tribes have very rich cultural values to study. The purpose of this study is to find out the culture in the form of slogans and explore the character value aspects contained therein. This study uses a qualitative approach with the type of ethnography, while the research subjects are community leaders from the Javanese, Sundanese, Malay, Batak and Madurese tribes who understand the slogans. Data were collected by interview and documentation techniques and then analyzed using content analysis techniques. The results of this study indicate that there is the slogan "Tut Wuri Handayani" which contains the character value of being visionary, "Ngamumule Budaya Ngeureuyeuhkeun Karakter" which contains the value of maintaining character, "Tak Kenal Maka Tak Sayang" which contains the value of friendly character, "Hita Hita Debata Hata Hata Marga" which contains the value of steadfast character, "Sappa' Atekki, Sare Ateppi" which contains the value of honest and firm character. Each slogan contains good character values that can be implemented in daily life. Thus, this research is expected to provide a positive contribution in the form of understanding that has implications for social life, such as love for culture and the growth of strong character. Keywords - Culture, Character Values, Slogans, Javanese, Sundanese, Malay, Batak, Madurese.