CONSTRUCTION OF INDONESIAN LOCAL WISDOM AND TRADITION IN “DELIVERY SUSTAINABLE TOURISM” ADVERTISING

Abstract

One of the variations of contemporary digital advertising is that it contains a description of a society's cultural traditions and local wisdom. Besides aiming to convey a product or service message, the advertisement also aims to promote regional cultural tourism as the advertisement "Delivery Sustainable Tourism" made by the Ministry of Tourism and the Creative Economic of Indonesia. This study aims to determine how the Delivery Sustainable Tourism advertisement on Youtube constructs cultural traditions and local wisdom in Indonesia. This qualitative research uses John Fiske's semiotic analysis method, which categorizes the signs in advertisements into three levels: the level of reality, the level of representation, and the ideology level. The results show traditional constructions and Indonesian local wisdom, including Indonesian hospitality represented by Javanese ethnicity; traditional arts represented by wayang kulit, masks art, and kecak dance; and worship activities represented by Balinese ethnicity. This research concludes that digital advertising constructs the cultural traditions and local wisdom of Javanese and Balinese ethnicities into a representation of cultural realities in Indonesian society with cultural diversity.