GAYA HIDUP HEDONISME DALAM IKLAN PARIWISATA WONDERFUL INDONESIA “AN EXPLORATION OF THE WONDROUS LABUAN BAJO” - Muhamad Sholeh; Gita Juniarti (JIKE: Jurnal Ilmu Komunikasi Efek, 2021)
Abstrak Gaya hidup dari kegiatan liburan perlahan-lahan berubah seiring dengan perkembangan teknologi. Jika sebelumnya liburan menjadi kebutuhan tersier, saat ini akivitas liburan menjadi kebutuhan sekunder untuk kelas menengah, terutama kebutuhan anak-anak muda. Saat ini, anak-anak muda menjalani liburan dengan gaya hidup hedonisme dan hal itu semakin populer di kalangan mereka. Banyak hal yang menyebabkan tumbuhnya gaya hidup hedonisme tersebut, salah satunya karena hadirnya media sosial, seperti Instagram dan Youtube. Penelitian ini berasumsi bahwa iklan promosi wisata yang dipublikasikan di Youtube juga memiliki peran dalam menumbuhkan gaya hidup hedonisme di kalangan anak-anak muda ketika melakukan aktivitas liburan. Objek dari penelitian ini adalah iklan promosi wisata berjudul “An Exploration of The Wondrous Labuan Bajo” yang dipublikasikan oleh Wonderful Indonesia. Berdasarkan hasil analisis menggunakan teori semiotika Roland Barthes, terdapat tanda-tanda konotatif pada iklan yang mengarahkan kepada gaya hidup hedonisme ketika menjalani liburan, seperti berlibur di kapal phinisi dan penginapan mewah, serta perlengkapan gadget canggih yang dapat melakukan swafoto dan swavideo di mana saja. Ketika dikaji menggunakan empat kata kunci studi kultural, yaitu (1) budaya dan praktik tentang tanda, (2) teks dan khalayak, (3) materialism dan non-reduksionalisme, dan (4) kekuasaan, iklan pariwisata ini cenderung menampilkan produk yang dihasilkan oleh kelompok elit dan tidak memberikan suara kepada kelas menengah ke bawah, seperti pengusaha UMKM di Labuan Bajo. Maka, bisa disimpulkan bahwa kelompok elit memiliki peran dalam menanamkan budaya hedonisme di dalam kegiatan wisata melalui iklan pariwisata Wonderful Indonesia. Kata kunci: Liburan, gaya hidup hedonisme, anak-anak muda, iklan pariwisata Abstract The lifestyle of vacation began to differ along with the development of technology. Previously, vacation became the tertiary needs for people, but nowadays, it is becoming the secondary needs for middle class, especially for young people. The aim for vacation is not only for refreshing, but also enhance the existence of young people. Therefore, the hedonism lifestyle in vacation activities is inceasingly among young people. Many things induce the growth of the hedonism lifestyle, and one of which is due to the presence of social platform, such as Instagram and Youtube. This research assumes that tourism advertising that published on Youtube Wonderful Indonesia also have a role in fostering the hedonism lifestyle among young people. The object of this research is tourism promotion advertising tittled “An Exploration of The Wondrous Labuan Bajo” that published by Wonderful Indonesia. Based on the analysis using Roland Barthes’s semiotics theory, there are several connotative signs were seen in the advertisement tourism which directs to the hedonism lifestyle, such as vacation on phinisi ship and luxury resort. Furthermore, young people also bring sophisticated gadget that can do selfies anywhere to show their existence. This research also examined using four keyword of cultural studies, namely (1) culture and signifying practices, (2) texts and readers, (3) materialism and non-reductionism, and (4) power. The result describes that these advertising video tend to display products from elite class and do not give the voice for lower and middle class, such as MSME entrepreneurs in Labuan Bajo. It can be concluded that the elite class has role to changing the hedonism lifestyle for vacation in young people. Keywords: Vacation, hedonism lifestyle, young people, tourism advertising