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All Journal JURNAL SIMBOLIKA: Research and Learning in Communication Study Expose: Jurnal Ilmu Komunikasi Avant Garde Jurnal Abdi Mas Adzkia INTERNATIONAL JOURNAL OF CULTURAL AND SOCIAL SCIENCE
Rizky Saputra
Sekolah Tinggi Ilmu Ekonomi Graha Kirana
Arts Humanities Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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Journal : INTERNATIONAL JOURNAL OF CULTURAL AND SOCIAL SCIENCE

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JAVANESE HEGEMONY AND INDONESIA-CENTRIC NARRATIVE IN KEMENPAREKRAF YOUTUBE TOURISM VILLAGE VISUAL REPRESENTATION ANALYSIS Safitri, Lies Utami Efni; Saputra, Rizky
International Journal of Cultural and Social Science Vol. 6 No. 4 (2025): International Journal of Cultural and Social Science
Publisher : Pena Cendekia Insani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53806/ijcss.v6i4.1208

Abstract

This study examines the persistence of Javanese hegemony within the state’s “Indonesia-Centric” tourism narrative, as reflected in the Anugerah Desa Wisata Indonesia (ADWI) 2024 promotional videos on the official Kemenparekraf YouTube channel. Using a mixed-method approach combining quantitative content analysis and semiotic narrative interpretation, this research identifies significant spatial and representational imbalances between Javanese and Non-Javanese destinations. This research analyzes a total of 50 promotional videos (N=50). Quantitative findings reveal that Javanese destinations received 65% of total promotional airtime, with an average duration of 7.22 minutes per video, compared to only 4.57 minutes for Non-Javanese regions. Qualitative analysis further shows that Javanese villages are portrayed through narratives of modernity, accessibility, and managerial excellence framing them as normative and strategic models of success. Conversely, Non-Javanese destinations are represented through exoticized imagery emphasizing remoteness and cultural spectacle, perpetuating the “Othering” discourse. These findings demonstrate a symbolic contradiction between the Indonesia Centric development mandate and the digital execution of tourism branding, where cultural hegemony persists despite decentralization efforts. The study proposes the implementation of an Equity in Promotional Investment (EPI) framework to ensure spatial representational justice and promote genuine inclusivity in Indonesia’s tourism communication strategy.
Co-Authors Agusty Ningrum, Dhea Magfirah Magfirah Maulana Andinata Dalimunthe nur subiantoro Rasyid, Mhd Andi Rulliyani Rulliyani Safitri, Lies Utami Efni Siagian, Tomy Sun