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All Journal Journal of Indonesian Tourism and Development Studies Martabe : Jurnal Pengabdian Kepada Masyarakat
Muwafik Saleh, Akhmad
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Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Education Environmental Science Social Sciences

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PEMBERDAYAAN MASYARAKAT PESISIR MELALUI STRATEGI KOMUNIKASI DIGITAL DI PULAU GILIIYANG, KABUPATEN SUMENEP Muwafik Saleh, Akhmad; Alim, Syahirul; Rahem Faqih, Abd.
Martabe : Jurnal Pengabdian Kepada Masyarakat Vol 9, No 4 (2026): MARTABE : JURNAL PENGABDIAN KEPADA MASYARAKAT
Publisher : Universitas Muhammadiyah Tapanuli Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31604/jpm.v9i4.%p

Abstract

Pulau Gili iyang memiliki kekhasan alam dan budaya yang berpotensi dikembangkan sebagai destinasi wisata kesehatan dan budaya, namun keterbatasan literasi digital masyarakat menghambat penyebaran informasi dan pemasaran yang efektif. Kegiatan pengabdian yang dilaksanakan di Desa Banraas (29–31 Oktober 2025) menggunakan pendekatan partisipatif berbasis riset untuk meningkatkan kapasitas digital, melatih produksi konten, serta membangun kanal branding digital. Hasil awal menunjukkan peningkatan kemampuan pengelolaan media sosial, terbentuknya website dan akun promosi desa, serta tersusunnya arsip digital potensi lokal. Temuan ini mendukung gagasan bahwa pemberdayaan komunitas lewat literasi digital dan strategi komunikasi digital dapat memperkuat branding destinasi berbasis masyarakat dan meningkatkan visibilitas pariwisata pesisir.
Pink Dominance and ‘Semua Karena Cinta’ Symbolism in Government City Branding Communication Roudhotun, Cinta Manda; Pia Wulandari, Maulina; Muwafik Saleh, Akhmad
Journal of Indonesian Tourism and Development Studies Vol. 14 No. 2 (2026)
Publisher : Graduate School, Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jitode.2026.014.02.05

Abstract

Abstract This study explores how a government-led city branding initiative can become a site of public contestation when symbolic meanings are not collectively negotiated. In 2025, the Jember Regency Government introduced the slogan “Semua Karena Cinta” (All Because of Love) and a pink-dominated visual identity as part of its official branding strategy. Using a qualitative case study approach grounded in a constructivist perspective, this research examines how the branding was interpreted, debated, and resisted in public communication spaces. Data were gathered from official government publications and Instagram content, online news coverage, social media comments, and in-depth interviews with community members, and analyzed through thematic coding with NVivo. The findings show that public resistance was driven by perceived misalignment between the pink symbolism and Jember’s socio-cultural identity, the saturation of visual symbols in public facilities, and a gap between the “love” narrative and visible political dynamics. Rather than outright policy rejection, resistance appeared mainly through humor, sarcasm, and critical digital discourse, indicating tensions in symbolic legitimacy. Theoretically, this study contributes to city branding scholarship by applying Issue Management Theory to interpret public resistance as an early signal of meaning misalignment. Practically, it highlights the importance of participatory and dialogic communication in sustaining trust and legitimacy in government branding initiatives.
Co-Authors Maulina Pia Wulandari Rahem Faqih, Abd. Roudhotun, Cinta Manda Syahirul Alim