Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Sabda: Jurnal Kajian Kebudayaan
Istiningdias, Dini Sri
Unknown Affiliation
Education

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Otentisitas di Era Platform: Kajian Multimodal dan Glokalisasi Promosi UMKM Batik Pekalongan-Lasem Istiningdias, Dini Sri; Ningtyas, Sulistya; Asri, Zietha Arlamanda
Sabda: Jurnal Kajian Kebudayaan Vol 20, No 2 (2025): Sabda: Jurnal Kajian Kebudayaan Vol. 20 No. 2
Publisher : Fakultas Ilmu Budaya Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/sabda.20.2.161-177

Abstract

This study investigates how micro-entrepreneurs of Pekalongan–Lasem batik negotiate heritage and trendiness in digital promotional language. A corpus of 240 Instagram captions and 80 product visuals posted in 2025 is analyzed through multimodal discourse analysis, appraisal/stance modeling, and corpus-assisted techniques (frequency and collocation) to map lexis, hashtags, and visual framing. The analysis identifies two dominant constellations: a Heritage package foregrounding technique, provenance, and process credibility, and a Glam-Global package emphasizing exclusivity, scarcity, and release tempo. Hybrid glocal forms appear effective yet risk compressing cultural depth into cosmetic signifiers. The article contributes a culturally anchored account of enregisterment within commercial discourse and offers practical guidance for ethical, informative promotion by UMKM and cultural agencies. Implications include protecting indications of origin, strengthening buyer literacy, and encouraging responsible branding within creative economies and sustainability agendas, while offering a reproducible framework for evaluating identity work in small-enterprise marketing across heritage-rich sectors.
Co-Authors Asri, Zietha Arlamanda Sulistya Ningtyas