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All Journal Seminar Nasional Aplikasi Teknologi Informasi (SNATI) Agrikultura Ruang Prosiding Seminar Nasional Sains Dan Teknologi Fakultas Teknik Jurnal Penelitian Hasil Hutan KOMUNIKA Jurnal Penelitian Politik Pendas : Jurnah Ilmiah Pendidikan Dasar Diklabio: Jurnal Pendidikan dan Pembelajaran Biologi Mimbar Ilmu Jambura Journal of Sports Coaching Jurnal Artefak Saliha : Jurnal Pendidikan dan Agama Islam Tabyin; Jurnal Pendidikan Islam JURNAL Al-AZHAR INDONESIA SERI SAINS DAN TEKNOLOGI TERANG : Jurnal Pengabdian Pada Masyarakat Menerangi Negeri Jurnal Manajemen dan Bisnis Baja (JUMANIS BAJA) Jurnal Sekolah Dasar (JSD) Jurnal Penelitian Hasil Hutan Automata BALABA (JURNAL LITBANG PENGENDALIAN PENYAKIT BERSUMBER BINATANG BANJARNEGARA) Jurnal Ilmiah Spirit Jurnal Informatika dan Teknologi Komputer ( J-ICOM) Journal of Infrastructural in Civil Engineering (JICE) Proceeding International Seminar of Islamic Studies QULUBANA: Jurnal Manajemen Dakwah Journal of Islamic and Law Studies (JILS) Industrial Research Workshop and National Seminar Jurnal Pengabdian Masyarakat Indonesia (JPMI) JURNAL TEKNIK INDUSTRI The Indonesian Journal of Gastroenterology, Hepatology and Digestive Endoscopy Global Jurnal Penelitian Rumpun Ilmu Teknik Innovative: Journal Of Social Science Research IJED Jurnal Kebijakan Pembangunan Abdimas Terapan: Jurnal Pengabdian Kepada Masyarakat Terapan Pragmatik : Jurnal Rumpun Ilmu Bahasa dan Pendidikan Journal of Humanities and Social Studies Journal of Civic Education Research Ardhi: Jurnal Pengabdian dalam Negri Mujahada : Jurnal Pengabdian Masyarakat Pengertian: Jurnal Pendidikan Indonesia (PJPI) International Journal of Language and Culture South East Asian Journal of Advanced Law and Governance Journal of New Trends in Sciences
Syarif Hidayat
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From Local Wisdom To Cultural Branding: Visual Communication And Identity Construction In Rural Bamboo Communities Tanzila Vibia Mumtaza; Didit Widiatmoko Suwardikun; Syarif Hidayat
KOMUNIKA Vol 9 No 1 (2026): Accredited by Kemenristekdikti RI SK No.152/E/KPT/2023
Publisher : Universitas Islam Negeri Raden Intan Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24042/v7at7931

Abstract

This study examines how visual communication constructs collective identity through the translation of local wisdom into cultural branding strategies in rural bamboo handicrafts. Focusing on Muaradua village, Sukabumi, Indonesia, the study reconceptualizes branding not as a promotional technique but as a process of symbolic identity construction. Employing a qualitative case study combined with a research-based design approach, data were collected from senior artisans, small enterprise managers, and local facilitators through observations, in-depth interviews, focus group discussions, and visual documentation. The findings indicate that weak cultural positioning is primarily due to the absence of a structured, collectively governed visual identity system rather than to limitations in production capacity or market access. Local artistic wisdom remains fragmented because it has not been institutionalized within a structured framework of visual governance. This study proposes visual brand guidelines as a mechanism of visual governance that translates cultural values into a coherent identity system capable of stabilizing meaning across actors and media. The primary contribution of this study lies in demonstrating how visual communication functions as a process of identity construction in rural creative enterprises and how collective visual systems operate as symbolic infrastructure in cultural branding. These findings contribute to cultural branding theory and visual communication studies by repositioning branding as an institutional and symbolic process rather than a short-term promotional strategy.
Co-Authors AA Sudharmawan, AA Abdul Malik Gismar Abdul Syahid Adyatama, Aqil Ahmad Najiyullah Ahmad Saddam Husein Ajeng Putri Anak Agung Gede Jagadhita Pemayun Anis Lathifudin Anisa Dwi Charisa Annida Annida Annida Arib B. Usman Arik Ariadi Arrum Fathia Sari Asdianur Hadi Azzah Ulia Rona Azzizir Rohim Bagus Ali Akbar Budi Aribowo Budi Hairani Budiman Cahyo Pono Sasmito Ceppy Nasahi Christrio Fernando Sitepu Chudahman Manan Cut Firda Lutfia Danar Dono Deddy Ardiansyah Deni Fakhrizal Deni Fakhrizal Devi Utami Agustini Dharmika Djojoningrat Diantari, Retno Aita Didit Widiatmoko Dyah Ayu Suliandari Edy Dharma Putra Duhe Egie Sugina Ema Srimulyani Emelda Anggraini Engel Christian Tomasowa Erli Hariyati Erlina Erlina Faisal Kamal Fitri Hani Zahrani Haryanti Kartini Mulyaningrum Hermiten Dulanimo Herwinsyah Hesty Widiastuty I Gede Suwiwa Imam Miftahul Jannah Indri Julianti Irwandi Ansori Iwan Joko Supeno Josilia Puspito Rahayu Jumiarni, Dewi Jumiati Jumiati Kusuma, Ketut Chandra Adinata Luh Putu Tuti Ariani Made Agus Dharmadi Marcellus Simadibrata Meuthia Putri Mico Rahmat Wibowo Muhamad Ario Setiawan Muhamad Noor Fauzan Muhammad Daffa Raihan Muhammad Dzaki Arkaan Nasir Muhammad Hafidh Al Fathoni Muhammad Haris Mustafiyanti Mutiara Aura Nathasya Nanang Sukmana Nunung Nurhasanah Nurini . Nurul Akbar Nurul Mubin pengelola, pengelola Putri Sulastri Permata Sari Rakhmat, Cece Refi Komariah Rizki Novia Darma Sabarinah Prasetyo Saeful Rohim Saputra, Erwin Rahayu Sima Mulyadi, Sima Siregar, Wahyu Putri Sita Ayu Astrellita Soetjipto Suwono Sofwandi Noor Sri Irawati SRI RAHAYU Suheri Suparman Karnasudirdja Suprianto Kadir Suprih Hidayat Suryo Saputro Perdana Tanzila Vibia Mumtaza Tasdik Darmana Tepi Peirisal Titi Ratnasari Trisma Jaya Saputra Wasti Danardani Yanti Sundari Yayan Muhamad Ginanjar Zaitun Qamariah