Narasi dan Representasi Kearifan Lokal dalam Video Promosi Pariwisata The Heartbeat Of Toba

Adi Pamungkas

Abstract


Abstrak

Sebagai materi audio visual, video sering digunakan sebagai alat promosi pariwisata karena kemampuannya dalam menyimulasikan citra dari sebuah destinasi wisata sehingga dapat mengenalkannya dengan baik kepada audiens. Tidak hanya menampilkan visual destinasi wisatanya saja, video promosi pariwisata juga dapat mengomunikasikan konten khusus lainnya guna memberikan perspektif yang lebih kaya, salah satunya tentang kearifan lokal. Penelitian ini bertujuan untuk mengetahui bagaimana video promosi The Heartbeat of Toba menarasikan konten kearifan lokal guna memperkaya storytelling sehingga dapat menjadi video promosi pariwisata yang tidak hanya menampilkan keindahan landscape destinasi tetapi juga menawarkan pengalaman berwisata yang lebih mendalam kepada audiensnya. Penelitian ini merupakan penelitian kualitatif dengan metode analisis isi teks media. Peneliti menggunakan teori paradigma naratif guna menganalisis narasi kearifan lokal dalam cerita yang disampaikan serta menggunakan teori semiotika guna mengetahui makna yang terkandung di dalamnya. Temuan penelitian memperlihatkan bahwa konten kearifan lokal dalam video disampaikan melalui narasi terstruktur yang rasional serta melalui representasi ikonik, indeksikal dan simbolik dalam teks yang digunakan. Penelitian lebih lanjut perlu dilakukan guna mengetahui efektivitas konten kearifan lokal dalam video promosi pariwisata terhadap persepsi audiens dalam menimbulkan niat untuk berwisata ke destinasi yang dipromosikan.

 

Kata Kunci: analisis naratif, kearifan lokal, representasi, storytelling, video promosi

 

Abstract

As audio visual material, videos are used as a tourism promotion tool refers to its ability to simulate the visual of the destination so they can introduce it well to the audience. Not only visualizing the destinations, but a tourism promotion video can also communicate particular content to provide richer perspectives, one of them is about local wisdom. This study aimed to find out how promotional video The Heartbeat of Toba narrates local wisdom to enrich their storytelling so the video not only visualizing the beauty of the landscape but also offers a fulfilling travel experience to the audience. This study was a qualitative content analysis refers to media texts. The author used the theory of the narrative paradigm to analyze the content of local wisdom in the stories also used the theory of semiotics to find out the meaning contained in it. The findings show that the content of local wisdom in the video was narrated through rational and structured narratives as well as through iconic, indexical, and symbolic representations texts. Further research is needed to determine the effectiveness of local wisdom content in tourism promotion videos on audience perceptions in generating intentions to travel to the promoted destinations.

 

Keywords: local wisdom, narrative analysis, promotional video, representation, storytelling


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DOI: https://doi.org/10.33633/andharupa.v8i3.5624

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