Representation Of Indonesian Local Culture In English Language Tourism Promotion In Digital Media

Makmun Syaifudin, Maharani Ayuning Tyas, Jahid Syaifullah

Abstract


This study examines the representation of Indonesian local culture in English-language tourism promotion on digital media from a communication studies perspective. Focusing on tourism promotion as a form of strategic and mediated communication, the research explores how cultural meanings are constructed, framed, and circulated for global audiences. Using a qualitative interpretive-critical approach, the study integrates Critical Discourse Analysis (CDA) and Multimodal Discourse Analysis (MDA) to analyze verbal and visual elements in official tourism content published on Indonesian tourism websites and social media platforms between 2022 and 2024. The findings show that local culture is predominantly communicated through aestheticized and exoticized representations, supported by persuasive and evaluative English expressions. Culture-specific terms are frequently retained through borrowing and brief explanations to signal authenticity, yet this communicative strategy often simplifies complex cultural meanings. The analysis further reveals power relations in tourism communication, where local communities are positioned more as visual objects than as active communicative agents. The study underscores the need for more ethical and inclusive tourism communication strategies that balance global market demands with cultural sustainability.

Keywords


Tourism Communication, Local Culture Representation, Tourism Discourse, English-Language Promotion, Multimodal Analysis, Indonesia.

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DOI: http://dx.doi.org/10.52155/ijpsat.v55.2.7823

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