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All Journal Sabda: Jurnal Kajian Kebudayaan Poetika: Jurnal Ilmu Sastra VIVID Journal of Language and Literature Culturalistics: Journal of Cultural, Literary, and Linguistic Studies Al-Qalam AlphabetAlphabet: A Biannual Academic Journal on Language, Literary, and Cultural Studies Litera Kultura Alinea: Jurnal Bahasa, Sastra, dan Pengajaran Amal Ilmiah: Jurnal Pengabdian Kepada Masyarakat
Asri, Zietha Arlamanda
Universitas Islam Negeri Sunan Gunung Djati Bandung
Religion Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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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 Fitrilya Anjarsari, Fitrilya Fitriyaningsih, Nur Apriliyana Gusthini, Misyi Istiningdias, Dini Sri Istiningdias, Dini Sri Mira Utami Rifai, Maulana Sulistya Ningtyas Sulistya Ningtyas