CONSTRUCTION OF INDONESIAN LOCAL WISDOM AND TRADITION IN “DELIVERY SUSTAINABLE TOURISM” ADVERTISING
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Keywords:
digital advertising, cultural tradition, local wisdom, reality construction
Abstract
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.
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Putra, R. A. (2019). Konstruksi Maskulinitas Laki-Laki Melalui Komodifikasi Tubuh dalam Iklan Produk Susu L-Men Gainmass (Analisis Semiotika John Fiske). Dialogia: Jurnal Studi Islam dan Sosial, 16(1), 43-61.
Sukendro, G. G. (2017, October). Kreativitas Indonesia: Analisis Iklan Pariwisata Indonesia “Pesona Indonesia”. In Prosiding Seminar dan Call For Paper (Vol. 20, p. 21).
Sutrisno, M., & Putranto, H. (2005). Teori-teori kebudayaan. Kanisius.
Tinarbuko, S. (2017). Semiotika Tanda Verbal dan Tanda Visual Iklan Layanan Masyarakat. Panggung, 26(2).
Utami, D. J. (2019). Makna Ritual Melasti Bagi Masyarakat Hindu di Pantai Pasir Putih Lampung Selatan (Doctoral dissertation, UIN Raden Intan Lampung).
Wahyudi, I. (2017). Budaya Populer Global dalam Media Massa Indonesia. In R. Ida (Ed.), Budaya Populer Indonesia, Diskursus Global/Lokal dalam Budaya Populer Indonesia (p. 32). Surabaya: Airlangga University Press.
Wahyuningtyas, D., Kusuma, A., Febrianita, R., & Achmad, Z. A. (2021). Local language programs in cultural radios to maintain Indonesian national identity. Etnosia: Jurnal Etnografi Indonesia, 6(1), 47–65. https://doi.org/10.31947/etnosia.v6i1.11973
Worotitjan, H. G. (2014). Konstruksi Kecantikan Dalam Iklan Kosmetik Wardah. Jurnal e-komunikasi, 2(2).
Achmad, Z. A. (2020). Construct of Women, Violence, and Liberation of Identity in ‘Fiksi.’ Film. LENTERA: Journal of Gender and Children Studies, 2(1), 1–18. Retrieved from https://journal.unesa.ac.id/index.php/JOFC
Achmad, Z. A., & Ida, R. (2019). The shifting role of the listeners in the mediamorphosis process of culture radio: A case study of Jodhipati 106.1 FM. Masyarakat, Kebudayaan Dan Politik, 32(3), 240. https://doi.org/10.20473/mkp.v32i32019.240-250
Achmad, Z. A. (2020). Pergeseran Relasi antara Pendengar Radio dengan Institusi Radio dalam Masyarakat Jaringan (Studi Etnografi Virtual pada Radio-radio Budaya di Jawa Timur yang Bermediamorfosis). Universitas Airlangga.
Achmad, Z. A., Ida, R., & Mustain, M. (2020). A Virtual Ethnography Study: The Role of Cultural Radios in Campursari Music Proliferation in East Java. ETNOSIA: Jurnal Etnografi Indonesia, 5(2), 221–237.
Achmad, Z. A., Ida, R., Mustain, M., & Lukens-Bull, R. (2021). The Synergy of Islamic Da’wah and Madura Culture Programmes on Nada FM Sumenep Radio, Indonesia. Jurnal Komunikasi: Malaysian Journal of Communication, 37(2), 111–129. https://doi.org/https://ejournal.ukm.my/mjc/article/view/37323/12023
Achmad, Z. A., & Juwito. (2020). Sritanjung FM: Mediamorfosis Dari Radioe Lare Using Menjadi Kebanggaan Banyuwangi. Penerbit Sahaja.
Berger, P. L., & Luckmann, T. (1991). The Social Construction of Reality. Penguin Books.
Ibrahim, I. S. (2007). Budaya Populer sebagai Komunikasi. Jalasutra.
Jhally, S. (2017). Advertising at the Edge of the Apocalypse. Department of Communication, University of Massachusetts.
Suwena, I. W. (2017). Fungsi dan Makna Ritual Nyepi.
Wahyuningtyas, D., Kusuma, A., Febrianita, R., & Achmad, Z. A. (2021). Local language programs in cultural radios to maintain Indonesian national identity. Etnosia: Jurnal Etnografi Indonesia, 6(1), 47–65. https://doi.org/10.31947/etnosia.v6i1.11973
Angelina, P. J. (2014). Makna Ruang Ritual dan Upacara pada Interior Keraton Surakarta. Intra, 2(2), 294-301.
Arviani, H., Prasetyo, G. S., & Walgunadi, V. V. (2020). Instagram and Millennial Generation : #Explorebanyuwangi Analysis. 2nd International Media Conference 2019 (IMC 2019) Instagram, 423(Imc 2019), 180–192. Atlantis Press
Fiske, J. (2010). Introduction to communication studies. Routledge.
Hidayat, D. (2013). Permainan tradisional dan kearifan lokal kampung dukuh Garut Selatan Jawa Barat. Academica, 5(2).
Ida, R. (2017). Budaya Global, Modernitas, dan Identitas Budaya: Perspektif Teoritik. In R. Ida (Ed.), Budaya Populer Indonesia, Diskursus Global/Lokal dalam Budaya Populer Indonesia (pp. 18–20). Surabaya: Airlangga University Press.
Ilyas, R., & Nurhidayah, Y. (2019). PENERJEMAHAN TEKS AUDIO VISUAL (SUBTITLING). Jurnal Educatio FKIP UNMA, 5(2), 154-160.
Irfan, M. (2017). Metamorfosis gotong royong dalam pandangan konstruksi sosial. Prosiding Penelitian dan Pengabdian kepada Masyarakat, 4(1), 1-10.
Kotler, P. (2002). Manajemen Pemasaran, jilid 1, edisi milenium. Jakarta: Prehallindo.
Lukitaningsih, A. (2013). Iklan yang efektif sebagai strategi komunikasi pemasaran. Jurnal Ekonomi Dan Kewirausahaan, 13(2), 116-129.
Moriarty, S., Mitchell, N., & Wells, W. (2009). Advertising Seri Kedelapan.
Ngangi, C. R. (2011). Konstruksi sosial dalam realitas sosial. Agri-Sosioekonomi, 7(2), 1-4.
Nurhayati, I. K. (2018). Analisis semiotika John Fiske mengenai realitas bias gender pada iklan kisah Ramadhan Line versi adzan ayah. ProTVF, 2(2), 157-171.
Putra, R. A. (2019). Konstruksi Maskulinitas Laki-Laki Melalui Komodifikasi Tubuh dalam Iklan Produk Susu L-Men Gainmass (Analisis Semiotika John Fiske). Dialogia: Jurnal Studi Islam dan Sosial, 16(1), 43-61.
Sukendro, G. G. (2017, October). Kreativitas Indonesia: Analisis Iklan Pariwisata Indonesia “Pesona Indonesia”. In Prosiding Seminar dan Call For Paper (Vol. 20, p. 21).
Sutrisno, M., & Putranto, H. (2005). Teori-teori kebudayaan. Kanisius.
Tinarbuko, S. (2017). Semiotika Tanda Verbal dan Tanda Visual Iklan Layanan Masyarakat. Panggung, 26(2).
Utami, D. J. (2019). Makna Ritual Melasti Bagi Masyarakat Hindu di Pantai Pasir Putih Lampung Selatan (Doctoral dissertation, UIN Raden Intan Lampung).
Wahyudi, I. (2017). Budaya Populer Global dalam Media Massa Indonesia. In R. Ida (Ed.), Budaya Populer Indonesia, Diskursus Global/Lokal dalam Budaya Populer Indonesia (p. 32). Surabaya: Airlangga University Press.
Wahyuningtyas, D., Kusuma, A., Febrianita, R., & Achmad, Z. A. (2021). Local language programs in cultural radios to maintain Indonesian national identity. Etnosia: Jurnal Etnografi Indonesia, 6(1), 47–65. https://doi.org/10.31947/etnosia.v6i1.11973
Worotitjan, H. G. (2014). Konstruksi Kecantikan Dalam Iklan Kosmetik Wardah. Jurnal e-komunikasi, 2(2).
Published
2022-03-30
How to Cite
Achmad, Z. A., Aditama, R. W., & Omega, E. W. (2022). CONSTRUCTION OF INDONESIAN LOCAL WISDOM AND TRADITION IN “DELIVERY SUSTAINABLE TOURISM” ADVERTISING. JOSAR (Journal of Students Academic Research), 7(1), 12-26. https://doi.org/10.35457/josar.v8i1.2118
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