CONSTRUCTION OF INDONESIAN LOCAL WISDOM AND TRADITION IN “DELIVERY SUSTAINABLE TOURISM” ADVERTISING

One of the variations of contemporary digital advertising is that it contains a description of a society's cultural traditions and local wisdom. Besides aiming to convey a product or service message, the advertisement also aims to promote regional cultural tourism as the advertisement "Delivery Sustainable Tourism" made by the Ministry of Tourism and the Creative Economic of Indonesia. This study aims to determine how the Delivery Sustainable Tourism advertisement on Youtube constructs cultural traditions and local wisdom in Indonesia. This qualitative research uses John Fiske's semiotic analysis method, which categorizes the signs in advertisements into three levels: the level of reality, the level of representation, and the ideology level. The results show traditional constructions and Indonesian local wisdom, including Indonesian hospitality represented by Javanese ethnicity; traditional arts represented by wayang kulit, masks art, and kecak dance; and worship activities represented by Balinese ethnicity. This research concludes that digital advertising constructs the cultural traditions and local wisdom of Javanese and Balinese ethnicities into a representation of cultural realities in Indonesian society with cultural diversity.


INTRODUCTION
The diversity of cultures and ethnic groups that Indonesia has, of course, cannot be denied. Indonesia is an archipelagic country with various races, ethnicities, religions, languages and cultures. The cultural diversity in Indonesia that is passed down to the next generations is a legacy that needs to be maintained so that it does not fade and then disappear (Achmad, 2019). Culture is something that arises from empirical experience that produces values, and views that are used to solve everyday problems, this is a picture of local wisdom that is formed in culture, which has become a habit for the surrounding community. Local wisdom means local views that are wise, full of wisdom, of good value, which are embedded and followed by members of the community. The local culture is then passed down which later becomes traditions that are still sustainable in society today (Hidayat, 2013 The development of the times is so fast, it makes it easier. Especially with the presence of globalization and modernism in daily life which gave birth to a global culture (Wahyudi, 2017;Ida, 2017). Global culture and modernism are recognized by many countries as a threat to the preservation of national culture; a very strong impact on the younger generation. Meanwhile, all cultural traditions and local wisdom are heritages that must be preserved in order to maintain national identity. Local culture must adapt to technological advances to be sustainable Achmad & Juwito, 2020;.
Indonesia is a country that still maintains local wisdom and traditions in the culture used for life and society. In urban communities/cities, cultural and heritage traditions are slowly fading and being abandoned, this is due to changes in urban lifestyles that have experienced a strong impact from globalization. Indonesia with its cultural diversity that is spread in each region, and also accompanied by abundant natural resources, makes local communities able to shape so that they can live from the nature around them. Indonesia's local wisdom is a national character and identity, which also has a role in filtering incoming foreign cultures.
Local wisdom and noble traditions handed down also promise opportunities for the country, in this case local tourism, local tourism development continues at this time, tourism is one of the major sources of regional and state income, providing progress in the welfare and economy of the community. With proper management the development of local tourism along with local traditions and wisdom will not be eroded by the arrival of visitors and their foreign culture, improving the quality of tourism objects is also important.
The thing that is no less important than improving and preserving local traditions and wisdom is promoting tourism objects with the concept of local wisdom, carrying out important promotions so that the wider community can understand the recommended tourist objects, this promotion requires media that can reach a wide audience, Advertising is one of the most popular persuasive media in the ears of the public. Tourism potential is not only processed, maintained and improved, but it is also necessary to promote the local tourist attraction, this can be done with tourism advertisements, tourism advertisements have the aim of communicating about the tourism potential that is owned so that it can be known to the world, in (Sukendro, 2017) tourism is a service activity that utilizes natural JOSAR, Vol. An advertisement has the aim of inviting and directing the audience to be interested in the goods or services being promoted (Arviani, Prasetyo, & Walgunadi, 2020). In advertisements, they often construct social reality, this can happen because humans are basically creative and active creatures in shaping their social reality, this is in accordance with (Putra, 2019) What the media depicts is not actually a reflection or reflection, but is limited to representation of the construction of reality itself. Through the tourism advertisement, it can be seen the construction of the beauty and charm of Indonesia through its traditions and local wisdom, the advertisement has signs that can be analyzed to find out how the representation of the construction of reality in tourism advertisements for Delivery Sustainable Tourism can be seen.

METHODOLOGY
This qualitative research uses John Fiske's Semiotic analysis method. This method has a main focus on signs, which are used to reveal what the sign means, how the sign is processed/arranged which is then used. Semiotics is the study of signs and how they give meaning (Fiske, 2010).
A sign refers to something outside of itself, this is called an object, and this is understood by a person and this has an effect on the mind of the user, and this is called an interpretant (Fiske, 2004). A sign in an object can be seen by the five senses and then analyzed through the brain. According to Fiske, the codes that JOSAR, Vol. Korpora in the analysis of television advertisements are several selected scenes and dialogues/texts that refer to the theme to be studied (Bednarek, 2015).
The relevant themes for the corpus to choose are scenes and dialogues that contain elements of the construction of local wisdom and Indonesian traditions.
Overall, there are four main scenes in the advertisement, but they can be divided into several scenes and then selected according to the theme being studied. So that the corpora in this study are (15)

RESULTS AND DISCUSSION
Advertising has a goal, namely a specific communication and level of success that must be achieved for a specific audience in a specific time period (Kotler, 2002). Thus, advertising basically aims to introduce, remind, invite and maintain relationships with consumers who will be interested in the products offered for a certain period of time. At this time, advertising has become part of pop culture (Ibrahim, 2007), because to explain the relationship between mass media and mass culture, it always has an integral relationship with advertising (Jhally, 2017 (Berger & Luckmann, 1991), based on several basic assumptions, including: (1) Reality is the result of creative human creation through the power of social construction on the world. social surroundings.
(2) The relationship between human thought and the social context in which it arises is developed and institutionalized. Melasti ceremony is a ceremonial activity carried out to welcome Nyepi Day (Suwena, 2017 The child plays the shadow puppet skillfully with a happy facial expression.
• Setting: early morning in the mountains, with a blue sky and a bunch of clouds.
• Atmosphere: happy and excited.  • Voice: The background sound used in this scene is cinematic, which is used to add impression to the narration delivered via Voiceover.
"Panglipuran means remembering the sacred place in the ancestral land, of course this begins with a clean heart, clean mind, clean soul, which will make our environment and nature clean"

Analysis
In this scene, women are shown wearing traditional Balinese clothes and performing worship activities at the temple. The monologue of this scene represents that the Panglipuran village community is a religious community without forgetting its local wisdom, namely worship, and is very concerned about the JOSAR, Vol.

Scene 11
Figure 4. Hospitality to entertain tourists who come.

Reality Level
• Appearance: A man wearing Javanese traditional clothes, namely Surjan, shows a friendly expression and invites tourists to enter the house

Representation Level
• Camera: Wide shooting, used to show the background and activities being carried out, namely entering a house with an ancient Javanese design.
• Voice: The background sound used in this scene is cinematic, which is used to add an impression to the narrative delivered through Voiceover explaining the tourism potential of Mount Nglangeran
"We have realized that there is tourism potential in our area, we together with the community manage the regional potential..."

Analysis
In the scene, a man wearing Surjan's traditional clothes welcomes JOSAR, Vol. "This is the result of our hard work with the community"

Analysis
The scene shows a group of local people from Nglanggeran village holding a meeting. Meetings or deliberations are one of the local wisdoms of the Indonesian people to formulate ideas and can also solve a problem. A deliberation must end with consensus or agreement.

Indonesian cultural traditions and local wisdom in "Delivery Sustainable
Tourism" advertisements tend to be represented through appearance, facial expressions, and the background or setting in the advertising scene. Appearance through clothing such as Javanese traditional clothes, namely Beskap and Surjan as well as Balinese traditional clothes which are often used for worship activities.
Facial expressions that are always smiling in several scenes show that hospitality is one of the local wisdoms typical of the Indonesian people. The setting and setting of a place like the temple illustrates that the Indonesian people highly respect the harmonization of religious and cultural values.
The background sound in the advertisement is more of an invitation to get to know Indonesia more closely, which has a wealth of cultural traditions and local wisdom. Invitations to get to know wayang, Kecak dance, Balinese traditional ceremonies to mutual cooperation and deliberation. In the "Delivery Sustainable 27 still loving it in the midst of popular culture that exists today. As well as maintaining cleanliness so that the environment and nature we live in remain healthy for our children and grandchildren later.