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All Journal SOSIOLOGI NUSANTARA Momentum Matrix: International Journal of Communication, Tourism, and Social Economic Trends
I Gusti Agung Alit Suryawati
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Social Sciences

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Introducing Balinese Language and Cultural Identity Through T-Shirts : A Study of Visual Communication I Gusti Agung Alit Suryawati
Momentum Matrix: International Journal of Communication, Tourism, and Social Economic Trends Vol. 1 No. 3 (2024): August : Momentum Matrix: International Journal of Communication, Tourism, and
Publisher : Asosiasi Penelitian dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/momat.v1i3.120

Abstract

This paper aims to discuss the meaning of the message of T-shirts labeled with Balinese terms that are traded as tourist souvenirs in Bali. As a result of qualitative research, research data were obtained through observation, document review, and interviews with several informants of t-shirt consumers as well as observers of fashion and Balinese arts and culture. The data collected were analyzed by communication theory and semiotic theory. The results of the study show that the fashion or form of the t-shirt is a t-shirt without a kra decorated with Latin writing or a Balinese script with artistic and ideological expression motifs. T-shirts labeled Balinese have become part of the creative industry for tourist souvenirs that continues to grow in line with the dynamics of Bali tourism. From the perspective of visual communication, the message of a Bali tourism souvenir t-shirt has the following meanings: (1) introducing Bali tourist destinations, (2) as an expression of the soul of the wearer; (3) introducing group identity, (4) information on a moment of Balinese tradition, and (5) introducing Balinese language and cultural identity to the public. T-shirt tourism souvenirs that introduce Balinese cultural identity need to be continuously developed.
Eksistensi Ayu Windy Tenun Ikat Dalam Peningkatan Perekonomian Melalui Komodifikasi Kain Endek: Eksistensi Ayu Windy Tenun Ikat Dalam Peningkatan Perekonomian Melalui Komodifikasi Kain Endek Ni Luh Nyoman Kebayantini; I Gusti Agung Alit Suryawati
Jurnal Sosiologi Nusantara Vol 10 No 1 (2024)
Publisher : UNIB Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33369/jsn.10.1.124-151

Abstract

This research examines the creative industry in the field of endek, namely Ayu Windy Tenun Ikat which developed as one of the fashion businesses as an effort to preserve Balinese culture, namely endek. Creative industries are increasingly intensified for the development of skills, creativity, and talents possessed by individuals in creating welfare and employment. Developments regarding the development of tourism-based industries are carried out to improve the regional economy without neglecting socio-cultural aspects. This research uses qualitative methods with a case study approach to meet the need for a detailed, complete and comprehensive understanding of problems with varied and abundant data acquisition. Based on the results of the research, it was found that aAyu Windy Tenun Ikat is a fashion creative industry using cultural heritage that always implements creativity in every innovation. Ayu Windy Tenun Ikat is able to become an innovative actor, an actor who guards cultural heritage with concrete steps that are able to reverse the dominant discourse, as well as being able to take part in improving the economy and supporting the development of Bali tourism. The spirit of preservation is executed by the social practice of commodification of endek fabrics into various fashion products with a modern touch such as bandos, polo T-Shirts, tablecloths, pillowcases, sandals, and so on. The social practice of commodification of endek cloth in MSMEs Ayu Windy Tenun Ikat starts from the establishment of a woman's social values, the desire to have a business, economic expansion supported by the accumulation of various kinds of capital (social, capital, cultural and symbolic) available in her environment. At the same time, the use of physical and non-physical domains is very important to be carried out in order to expand business names and product sales.
Co-Authors Ni Luh Nyoman Kebayantini