Discourse of Gadang Traditional Market Sellers in Malang City

Abstract Traditional market absorbs lots of labor workers of men, women and children. Traditional market seller must equipped with adequate skill in communication technology and social cultural aspects. Long term purpose from this research is the elevation of society’s prosperity which in particular for traditional market sellers, by having a rational and optimum perspective about modern market concept. The purpose of this research is: 1. To describe the image of Gadang Traditional Market in Malang city. 2. To explain communication technology that can be used by traditional market sellers to attain maximum benefits. Method of this research is a qualitative method with participative approaches. Location of this research is in Gadang Traditional Market in Malang City. Data collection is held by interview and observation with purposive sampling technique. This research will be useful for traditional market sellers in particular who want to have a modern market concept combine with science technology and social cultural aspects in this globalization era. Keywords: Modern market, traditional market, seller in particula