AbstrakKota Semarang yang membidik sektor pariwisata, berupaya menampilkan identitas ikon kota yang lebih variatif tidak hanya Tugumuda dan Lawang Sewu. Kawasan Kota lama Semarang adalah salah satu prioritas. Instagram adalah media pilihan untuk kegiatan sosialisasi ikon kota dengan target bidik anak muda. Akun instagram @disbudparkotasemarang adalah akun resmi dinas kebudayaan Kota Semarang yang mengelola urusan wisata di kota ini. Penelitian ini menunjukkan bahwa intensitas jumlah postingan, gambar yang diunggah, pesan captions yang ditulis mampu mempengaruhi benak khalayak demikian juga pada media Instagram. Teori Agenda Setting mengemukakan bahwa isi media dapat dibingkai oleh pengelola untuk tujuan yang diinginkan dengan pendekatan persuasif. Tujuannya ingin mengetahui isi unggahan, intensitas identitas ikon bangunan kawasan Kota lama yang kerap ditampilkan, teknik penulisan captions pada akun instagram @disbudparkotasemarang yang erat hubungannya dengan komunikasi persuasif untuk menarik kunjungan. Pendekatan penelitian kuantitatif dengan metode analisis isi atas unggahan yang diamati. Hasilnya adalah Gereja Blenduk merupakan ikon bangunan yang sering diunggah yaitu 60 kali unggahan. Tahun 2019 adalah tahun paling banyak menampilkan postingan terkait kota lama sebanyak 54 postingan. Unggahan foto pada 30 Desember 2019 paling banyak banyak disuka orang, terdapat 947 Likes. Teknik penulisan persuasif dengan pendekatan teknik tataan adalah teknik penulisan captions yang sering digunakan. Kata Kunci : identitas kota, komunikasi persuasif, Kota Lama Semarang AbstractThe city of Semarang, which is aiming at the tourism sector, seeks to display a more varied identity of city icons, not only Tugumuda and Lawang Sewu. The old Semarang city area is one of the priorities. Instagram is the media of choice for city icon socialization activities that target young people. The @disbudparkotasemarang account is an official account owned by the Semarang city culture office, which manages tourism affairs in the city. The urgency of this study is that the intensity of the number of posts, images uploaded, captions messages that written can affect the minds of audiences as well as on Instagram media. The Agenda Setting Theory presented that media content framed by managers for desired purposes in a persuasive manner. The goal is to find out the contents of the upload, the intensity of the identity of the old city building icon that often displayed, captions writing technique on the @disbudparkotas account now that is closely related to persuasive communication to attract visits. Quantitative research approaches with content analysis methods for observed uploads. The result, Blenduk church is a building icon that is often uploaded, which is 60 uploads. 2019 is the year were the most 54 posts posted in the city. The photo uploads on Dec 30, 2019, have the most likes, 947 Likes. Persuasive Writing Techniques with the approach to setting techniques are captions writing techniques that often used. Keywords: city identity, old town, persuasive communication
One of efforts to develop a country’s economic condition is by implementing city brand building. Brand building of the city consists of five phases, which determine the success of branding itself, namely (1) market investigation, analysis and strategic recommendations, (2) brand identity development, (3) brand launch and introduction-communicating the vision, (4) Brand implementation, (5) monitoring, evaluation, and review. Besides the phases, two other contributing factors to the success of city brand building are opinion leaders and the government. This study compares the effectiveness of branding, opinion leaders, and the government in two thematic villages in Semarang, Indonesia, using Mann Whitney test. The results of data processing indicate that there are significant differences between the effectiveness of branding, opinion leaders, and the government of the two villages. Through this research, it is expected that the formation of the thematic villages is based on the five phases of branding building as well as involvement of opinion leaders. In addition, the government needs to implement policies that support the brand building.
Ideally, policy presents as a public preference or simply it is public goods, even in the smallest scope like the villager. However, the reality is that some policies of village governance have many disadvantageous to the villager. As a sample is in the Cikeruh Village regarding the recommendation letter of Cikeruh village Head about the flat house construction. The policy has caused pro and contra side among the villager, because the villager was surprised by the construction of an apartment and not flat house like before in letter recommendation, and some people in AMDAL zone did not feel involved in any discussion from the beginning related to the construction of the flat house. Village government plays an important role in mediating villagers with other stakeholders to make policy by involving the villager in every policy process from start to finish not otherwise dominating the policy process with others to get personal or group interests. The method used in this research is qualitative by using primary data in form of in-depth interviews of harmed villager because of the policy. The validity of data is done by triangulation method. The data is analyzed by adjusting and comparing between one informant and the other. The secondary data is collected through the study of the documentation in particular to documents related to the recommendation letter of the head of Cikeruh village about the flat house construction. The conclusion is that the villager is entitled to participate in any existing policy process. This research is intended to provide recommendation to the village governance to be wiser in policy process by involving the villager appropriate with the portion already regulated by the law.
Rural tourism is often seen as a tourist attraction, where tourists make their visit only to catch a glimpse of the village’s potential. In contrast to this trend, the rural tourism of in Tanon sub village of in the Semarang regency (Central Java) attempts to offer more by developing its local strength as “Desa Menari” (lit. Dancing Village). It offers tour packages that invite tourists to experience a life in the village, interact with local communities, find happiness, and reinterpret life. The objective of this study is to find out how the local community uses indigenous experience as a strategy to develop rural tourism in the area. This study implemented the communication theory of identity (CTI) by applying qualitative method with a case study approach. After observation and in-depth interview were conducted to rural tourism community, this study found that rural tourism community actively introduces tourism based on local wisdom experiences through the conservation of tourism in Dusun Tanon, including the conservations of community arts, traditional games, and farmer. Indigenous experience as a village identity is constructed according to its purpose, i.e. spreading harmony, knitting inspiration, and reaping memory. This village identity includes personal identity, relational identity, and enacted identity that invite tourists to capture the process of self-meaning or journey into oneself as a psychological experience.
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