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Leveraging Instagram for the Development of Sustainable Tourism MSMEs in Pampang Cultural Village, East Kalimantan Sinta Paramita; Farid Rusdi; Joana Jaya; Agustina Kahumako
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

The use of Instagram to develop micro, small, and medium enterprises (MSMEs) in the sustainable tourism sector of Pampang Cultural Village represents a strategic approach to promoting the area's cultural and natural assets.  As a visual-based social media platform, Instagram facilitates the effective dissemination of information through engaging, accessible photo, video, and story content. Authentic, creative, and consistent content helps increase public awareness of the distinctive local culture, traditions, and tourist attractions. This initiative forms part of the Community Service (PKM) program, which seeks to enhance MSME capacity in effective social media management. The implementation methods include analyzing the Pampang Cultural Village Instagram account, facilitating discussions and mentoring account managers, and conducting continuous monitoring and evaluation.  This approach supports sustained management of effective, targeted content. The outcomes of this activity indicate improved skills in content creation, the formulation of structured promotional strategies, and the use of storytelling to emphasize cultural values in product marketing, including souvenirs. These advancements have enhanced the village's visibility, increased both local and international tourist visits, and strengthened the community's economy while maintaining a commitment to cultural and environmental preservation.
Pemaknaan Generasi Muda Keturunan Murni dan Campuran Toraja terhadap Upacara Adat Rambu Solo Agustina Kahumako; Sinta Paramita
Koneksi Vol. 10 No. 2 (2026): Koneksi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/kn.v10i2.37641

Abstract

Young Torajan descendants living amid social change and technological development experience changing contexts in understanding the Rambu Solo Traditional Ceremony. This study aims to analyze how young Torajan descendants interpret the Rambu Solo Traditional Ceremony and to identify similarities and differences in interpretation between Torajan descendants with two Torajan parents and mixed Torajan descendants. This study employed a qualitative approach using a case study method. Data were collected through open-ended questions administered via Google Forms to 12 informants, consisting of six Torajan descendants with two Torajan parents and six mixed Torajan descendants who reside outside the Toraja region. The data were analyzed thematically based on six aspects of the Coordinated Management of Meaning (CMM) perspective: content, speech act, episode, relationship, self, and culture. The findings show that both groups interpret Rambu Solo as a tradition associated with respect for the deceased, family togetherness, mutual cooperation, social solidarity, and Torajan cultural identity. However, differences were found in the emphasis of their interpretations. Torajan descendants with two Torajan parents tend to emphasize spiritual, philosophical, and symbolic aspects, cultural transmission across generations, and emotional experiences. In contrast, mixed Torajan descendants tend to emphasize relational and contextual aspects, such as experiences of participating in the ceremony, family relationships, social involvement, economic considerations, and the use of digital media and cultural education. These findings indicate that despite differences in emphasis, both groups continue to perceive Rambu Solo as an important part of Torajan identity and culture. Generasi muda keturunan Toraja yang hidup di tengah perubahan sosial dan perkembangan teknologi menghadapi perubahan konteks dalam memahami Upacara Adat Rambu Solo. Penelitian ini bertujuan untuk menganalisis pemaknaan generasi muda keturunan Toraja terhadap Upacara Adat Rambu Solo serta mengidentifikasi persamaan dan perbedaan pemaknaan antara keturunan Toraja murni dan keturunan Toraja campuran. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh melalui pertanyaan terbuka yang disampaikan menggunakan Google Form kepada 12 informan, yang terdiri atas 6 keturunan Toraja murni dan 6 keturunan Toraja campuran, yang berdomisili di luar wilayah Toraja. Data dianalisis menggunakan analisis tematik berdasarkan enam aspek dalam perspektif Coordinated Management of Meaning (CMM), yaitu isi, tindak tutur, episode, hubungan, diri, dan budaya. Hasil penelitian menunjukkan bahwa kedua kelompok sama-sama memaknai Rambu Solo sebagai tradisi yang berkaitan dengan penghormatan kepada orang yang telah meninggal, kebersamaan keluarga, gotong royong, solidaritas sosial, dan identitas budaya Toraja. Namun, terdapat perbedaan penekanan dalam pemaknaan. Keturunan Toraja murni cenderung menonjolkan aspek spiritual, filosofis, simbolik, pewarisan budaya, dan pengalaman emosional, sedangkan keturunan Toraja campuran lebih banyak menekankan aspek relasional dan kontekstual, seperti pengalaman mengikuti upacara, hubungan kekeluargaan, keterlibatan sosial, pertimbangan ekonomi, serta pemanfaatan media digital dan edukasi budaya. Temuan ini menunjukkan bahwa meskipun terdapat perbedaan penekanan, Rambu Solo masih dipahami oleh kedua kelompok sebagai bagian penting dari identitas dan budaya Toraja.