<![CDATA[The transformation of digital communication has reshaped the ways intangible cultural heritage is communicated and represented to global audiences, including spiritual and healing practices rooted in Balinese local wisdom. This study aims to analyze the visual representation of Usada Tapa Brata, a traditional Balinese spiritual and healing practice, in the digital marketing communication of Bali Eling Spirit, and to explain how spiritual meanings are constructed through visual elements, narratives, cultural symbols, and digital experiences. The study employed a qualitative approach within a constructivist paradigm using cyber media analysis. Data were collected through observations of Bali Eling Spirit’s digital content, digital documentation, and in-depth interviews with managers and practitioners. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña, while the findings were interpreted based on Stuart Hall’s Representation Theory integrated with the concept of digital marketing communication. The findings reveal that the representation of Usada Tapa Brata is constructed through the integration of meditation imagery, Balinese natural landscapes, cultural symbols, reflective narratives, storytelling, and testimonials, which collectively convey meanings of holistic healing, self-discipline, consciousness transformation, and harmony among humans, nature, and the spiritual realm. The findings also demonstrate that digital marketing communication functions not only as a promotional medium but also as a form of cultural representation that translates Balinese Hindu values for broader audiences. This study contributes to the literature on culture-based digital marketing communication by demonstrating the relationship between visual representation, spiritual meaning, and communication strategies in shaping cultural identity within digital spaces.]]>
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