Marketing Public Relations, Instagram, and Banyumas Food: An Effort to Promote and Protect Local Food as a Cultural Heritage

Abstract

Globalization is a double-edged sword against local products, capable of amplifying their existence while simultaneously threatening their existence in the dynamics of human civilization. Local cuisine is one of the cultural artifacts experiencing this situation, in which the marketing public relations strategy is expected to become a communication approach in protecting the existence of local food while developing it as one with strategic economic value. This research tries to examine Instagram as a medium for protecting and developing a culinary culture in Banyumas Regency, Central Java Province, which is known to have culinary wealth and is part of the nation's cultural diversity. The subject of the study was an Instagram account, @dinporabudpar_banyumas, with the object of his research being how culinary protection and promotion efforts were carried out on the account. Through a qualitative analysis approach, the results showed that Instagram can be a means of promoting local cuisine as well as a local culinary protection agent through the provision of information. Based on these results, Instagram accounts @diporabudpar_banyumas use a pull strategy approach, where visual and text messages available on the account seek to build a narrative about the product comprehensively while building constructive opinions that are persuasive and appreciative of the culinary and those who consume the food.