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All Journal Sintesa Jurnal Inovasi Komunikasi Pratyaksa: Jurnal Ilmu Pendidikan, Sosial dan Humaniora
Renzi Prihantari
Politeknik Negeri Jember
Religion Humanities Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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Representasi Budaya Lokal dalam Konten Instagram @pariwisata_bondowoso Rusli Akhmad Junaedi; Rahmat Firdaus Syarif; Renzi Prihantari; Divanti Medika Putri
Jurnal Inovasi Komunikasi Volume 3, No. 2, September 2025, Jurnal Inovasi Komunikasi (JIKOM)
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/jikom.v3i2.6374

Abstract

Abstract. This study aims to analyze how the local culture of Bondowoso Regency is represented in the Instagram content of the @tourism_bondowoso account and to evaluate its impact on public understanding and engagement with the culture. This research focuses on the significance of social media, particularly Instagram, as a vital platform for promoting and representing local culture in Bondowoso Regency, encompassing elements such as art, cuisine, and customs, while also addressing the challenges of maintaining cultural authenticity amid globalization. This study uses a qualitative content analysis method to evaluate in depth how the local culture of Bondowoso Regency is represented in the Instagram content of @tourism_bondowoso. The results of this study show that @tourism_bondowoso's Instagram content effectively promotes and preserves local culture through attractive visual representations, but also faces challenges in maintaining cultural authenticity amid the influence of globalization. The recommendation for further research is to conduct a more in-depth study on the long-term impact of cultural representations on social media on local cultural identity and how communities manage the interaction between traditional cultural practices and emerging global trends.  
Representasi Kisah Singa Barong dan Kelana Pada Iklan Produk Marjan Tahun 2021 Moh. Adi Rahmatullah; Jesica Zahra Safira; Renzi Prihantari; Taufikurrohman Taufikurrohman; Rusli Akhmad Junaedi
Pratyaksa: Jurnal Ilmu Pendidikan, Sosial dan Humaniora Vol. 2 No. 2 (2026): April
Publisher : Samsara Institute Publisher

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Abstract

Penelitian ini membahas representasi kebudayaan lokal dalam iklan Marjan tahun 2021 yang mengangkat tokoh Singo Barong dan Kelana Sewandana sebagai simbol kesenian Reog Ponorogo. Penelitian ini menggunakan metode deskriptif kualitatif dengan pendekatan analisis konten untuk memahami bagaimana elemen-elemen visual dan naratif membentuk pesan budaya dalam media massa.  penelitian menunjukkan bahwa iklan Marjan 2021 menampilkan tema pelestarian budaya lokal melalui penggambaran pertarungan simbolik antara Singo Barong dan Kelana yang merepresentasikan dinamika kehidupan, nilai keberanian, kehormatan, serta harmoni. Penggunaan elemen budaya seperti topeng, kostum tradisional, motif batik, serta warna simbolik memperkuat citra kebudayaan Jawa Timur dalam ruang modern.
REPRESENTASI KISAH SINGA BARONG DAN KELANA PADA IKLAN PRODUK MARJAN TAHUN 2021 Moh Adi Rahmatullah; Jesica Zahra Safira; Renzi Prihantari; Taufikurrohman
Sintesa Vol. 5 No. 02 (2026): Jurnal Sintesa Volume 5 No 02 Juli 2026
Publisher : Universitas 17 Agustus 1945 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30996/sintesa.v5i02.133670

Abstract

This study discusses the representation of local culture in the 2021 Marjan commercial, which features the characters Singo Barong and Kelana Sewandana as symbols of the Reog Ponorogo traditional art. The purpose of this study is to identify the symbolic meanings and cultural values represented through visual elements, narration, music, and character gestures in the advertisement. This research uses a qualitative descriptive method with a content analysis approach to understand how visual and narrative elements construct cultural messages in mass media. The findings show that the 2021 Marjan advertisement presents a theme of cultural preservation through a symbolic depiction of the conflict between Singo Barong and Kelana, representing life dynamics, courage, honor, and harmony. The use of cultural elements such as masks, traditional costumes, batik motifs, and symbolic colors strengthens the image of East Javanese culture in a modern context. In addition, this advertisement plays an important role in building brand awareness through a promotional strategy that integrates cultural values with emotional storytelling, creating a connection between the audience and the product. By featuring the Reog Ponorogo characters in a modern cinematic context, this advertisement functions as a medium for both cultural preservation and transformation.  Keywords: Advertisement, Cultural Representation, Reog Ponorogo, Marjan, Brand Awareness.
Co-Authors Divanti Medika Putri Jesica Zahra Safira Moh Adi Rahmatullah Moh. Adi Rahmatullah Rahmat Firdaus Syarif Rusli Akhmad Junaedi Taufikurrohman Taufikurrohman Taufikurrohman