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All Journal Jurnal Komunikasi Jurnal Pamator : Jurnal Ilmiah Universitas Trunojoyo Madura DIMENSI Jurnal Kebidanan Dan Kesehatan Tradisional Jurnal Komunikasi EDUKATIF : JURNAL ILMU PENDIDIKAN Jurnal Riset Komunikasi Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Jurnal Pemberdayaan Masyarakat Mediator: Jurnal Komunikasi
Rahmawati, Farida Nurul
Jurusan Komunikasi, FISIB Universitas Trunojoyo Madura
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Transforming Ratus: A Descriptive Qualitative Study on Tradition, Health, and Javanese Women’s Identity Haryono, Bambang; Rahmawati, Farida Nurul
Jurnal Kebidanan dan Kesehatan Tradisional Jurnal Kebidanan dan Kesehatan Tradisional Volume 10 Number 2 Year 2025
Publisher : Poltekkes Kemenkes Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37341/jkkt.v10i2.634

Abstract

Background: Ratus as a traditional Javanese health ritual historically associated with purity and marital preparation, has undergone a significant transformation in meaning among contemporary women. This study aims to explore how Ratus is reinterpreted as a cultural, spiritual, and personal practice, revealing women’s bodily agency and negotiation within the dynamics of modernity. Methods: This research employs a descriptive qualitative approach using a case study method. Data were collected through in-depth interviews, nonparticipant observation, and documentation involving eight Javanese women aged 25–50 from Yogyakarta and Bantul, selected purposively for having practiced Ratus for at least two years. Data were analyzed using thematic analysis, supported by source triangulation and member checking to ensure data validity. Results: Five main themes emerged: (1) transformation of Ratus from a sacred ritual to a self-care practice; (2) spiritual and emotional healing dimensions; (3) reinforcement of cultural identity and female solidarity; (4) commodification of tradition within beauty markets; and (5) negotiation between tradition and modernity as symbolic resistance to Western medical and beauty norms. Conclusion: Ratus now functions as both a holistic health practice and a medium of cultural self-expression, reflecting Javanese women’s adaptive agency amid modernization. This study recommends strengthening the preservation of ratus practices through a sustainable cultural approach by involving women, health workers, and community leaders in efforts to maintain its meaning and health benefits.
Uncovering the Linkages Between Branding Strategy and Rural Tourism: A Systematic Literature Review Rakhmawati, Yuliana; Rahmawati, Farida Nurul; Suryandari, Nikmah; Kurniasari, Netty Dyah
Mediator: Jurnal Komunikasi Vol. 18 No. 2 (2025): Mediator: Jurnal Komunikasi (Sinta 2)
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mediator.v18i2.7268

Abstract

Brand development in rural destinations has become increasingly vital in the tourism industry, as diverse attractions intensify competition for brand image. Previous research highlights the role of branding strategies in shaping these destination’s images. Therefore, this study aims to overview the branding strategies used in rural tourism development. This study employed a systematic literature review method to identify, evaluate, and interpret relevant research findings. Data were collected using Publish or Perish. Reduction was conducted through an inclusion-exclusion protocol. Using the Google Scholar and Scopus databases, 159 articles were collected, representing key themes and keywords for analysis. The PRISMA scheme mapped the literature, which was processed through descriptive and thematic analysis, resulting in 23 articles selected for analysis. Thematic analysis reveals three central clusters: destination branding which emphasize authenticity, cultural identity, and community participation; brand positioning which focus on competitive differentiation and tourist experience; and brand elements which highlight storytelling, visual identity, and culinary heritage.These findings suggest that rural branding strategies go beyond mere image creation by positioning local culture and heritage as integral components of sustainable tourism communication. The review contributes an integrated mapping of branding strategies in rural contexts and offers practical implications for policymakers and tourism stakeholders. Specifically, the study highlights the importance of identity-based branding strategies that strengthen competitiveness, foster community engagement, and support long-term rural development.
Co-Authors Adhidharma, Ferry Akbar, Sayyidil Damayati, Ratna Emy Susanti Haryono, Bambang Madinah MF, Salzafira Al Netty Dyah Kurniasari Netty Dyah Kurniasari Nikmah Suryandari Nikmah Suryandari Poernamasari, Nadya Qoniah Nur Wijayani R.M Moch Wispandono Saptandari EP, Pinky Suryandari, Nikmah Windiani Windiani Yuliana Rakhmawati, Yuliana