Yusep Ahmadi F, - and Aceng Ruhendi Syaifullah, - and Budi Hermawan, - (2025) REPRESENTASI BUDAYA INDONESIA DALAM KIRIMAN INSTAGRAM G20 INDONESIA @INDONESIA.G20 : Analisis Wacana Kritis Multimodal. S3 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini mengungkap representasi budaya Indonesia dalam kiriman Instagram G20 Indonesia @indonesia.g20. Instagram @indonesia.g20 adalah akun instagram resmi presidensi G20 Indonesia tahun 2022. Secara khusus penelitian ini bertujuan mendeskripsikan apa jenis-jenis budaya yang direpresentasikan dalam kiriman Instagram @indonesia.g20; Mengungkap pola representasi unsur budaya Indonesia secara verbal dan visual dalam kiriman Instagram @indonesia.g20; serta menjelaskan ideologi dari kiriman-kiriman Instagram @indonesia.g20 tersebut. Analisis semacam ini tidak hanya memberi wawasan tentang bagaimana Indonesia membingkai identitas budayanya di kancah global, tetapi juga mengungkapkan narasi dominan yang ingin ditegaskan dalam konteks diplomasi digital dan nation branding. Metode penelitian ini menggunakan metode kualitatif dengan pendekatakan analisis wacana kritis multimodal. Data dalam penelitian ini adalah data berupa gambar visual dan takarir yang berbentuk verbal yang berasal dari akun resmi Instagram G20 Indonesia @indonesia.g20. Data diambil melalui teknik purposif sampling. Data dianalisis menggunakan pendekatan analisis wacana kriritis multimodal. Hasil penelitian menunjukkan bahwa dalam Instagram g20 Indonesia terdapat 6 jenis unsur budaya, yakni unsur budaya sistem pengetahuan-filosofi, sistem religi, sistem peralatan hidup dan teknologi, sistem mata pencaharian hidup, kesenian, dan permainan. Secara verbal pola representasi yang ditampilkan didominasi oleh proses relasional dan material. Secara budaya unsur-unsur budaya tersebut didominasi oleh kebudayaan Bali dan Jawa. Secara verbal, unsur budaya Indonesia tersebut direpresentasikan melalui narasi yang menekankan nilai-nilai moral, kebersamaan, spiritualitas, dan gotong royong. Proses relasional digunakan untuk menggambarkan keadaan, identitas, atau kualitas budaya. Sementara itu, proses material menunjukkan tindakan fisik atau menunjukkan kebudayaan yang bergerak. Kemudian, secara visual representasi proses yang digunakan didominasi oleh proses naratif. Secara visual, budaya direpresentasikan melalui gaya ilustrasi, foto kegiatan masyarakat, dan penggambaran simbolik yang menonjolkan unsur tradisi, komunitas, dan harmoni sosial. Sementara itu, ideologi kiriman-kiriman tersebut mengedepankan budaya lokal. Artinya, ideologi budaya lokal hadir sebagai cara negara atau institusi mengangkat unsur-unsur budaya yang khas dan mengakar di masyarakat, lalu membingkainya sebagai identitas nasional yang patut dibanggakan dan ditampilkan di hadapan dunia internasional.Artinya, budaya lokal tidak hanya ditampilkan sebagai warisan tradisional semata, tetapi juga sebagai alat naratif untuk membangun citra kolektif bangsa Indonesia yang religius, gotong royong, menghargai tradisi, dan hidup dalam harmoni. Selain itu, budaya lokal ini pun dikapitalisasi menjadi objek tontonan dalam pariwisata. Kapitalisasi budaya ini menciptakan paradoks: di satu sisi, ia memberikan peluang ekonomi dan ruang ekspresi bagi pelaku budaya lokal; namun di sisi lain, ia berisiko mereduksi makna budaya menjadi sekadar tontonan atau latar eksotis untuk kepentingan branding nasional. Representasi budaya di media sosial negara tidak hanya membentuk persepsi publik global tentang Indonesia, tetapi juga mempengaruhi cara masyarakat Indonesia sendiri memahami warisan budayanya, apakah sebagai warisan hidup, atau sekadar aset visual untuk dijual. This study reveals the representation of Indonesian culture in the G20 Indonesia Instagram posts @indonesia.g20. Instagram @indonesia.g20 is the official Instagram account of the Indonesian G20 presidency in 2022. Specifically, this study aims to describe what types of culture are represented in the @indonesia.g20 Instagram posts; Reveal the pattern of verbal and visual representation of Indonesian cultural elements in the @indonesia.g20 Instagram posts; and explain the ideology of the @indonesia.g20 Instagram posts. This kind of analysis not only provides insight into how Indonesia frames its cultural identity in the global arena, but also reveals the dominant narrative that it wants to emphasize in the context of digital diplomacy and nation branding. This research method uses a qualitative method with a multimodal critical discourse analysis approach. (number of data) The data in this study are data in the form of visual images and captions in verbal form originating from the official G20 Indonesia Instagram account @indonesia.g20. The data were collected through a purposive sampling technique. Data analysis used a multimodal critical discourse analysis approach. The results show that in the Indonesian g20 Instagram account, there are six types of cultural elements: cultural elements of the knowledge-philosophy system, religious system, life equipment and technology system, livelihood system, arts, and games. Verbally, the representation patterns displayed are dominated by relational and material processes. Culturally, these elements are dominated by Balinese and Javanese culture. Verbally, these elements of Indonesian culture are represented through narratives that emphasize moral values, togetherness, spirituality, and mutual cooperation. Relational processes are used to describe the state, identity, or quality of culture. Meanwhile, material processes indicate physical actions or show culture in motion. Visually, the representation of the processes used is dominated by narrative processes. Visually, culture is represented through illustration styles, photographs of community activities, and symbolic depictions that highlight elements of tradition, community, and social harmony. Meanwhile, the ideology of these transmissions prioritizes local culture. This means that local cultural ideology exists as a way for the state or institutions to elevate cultural elements that are unique and rooted in society, then frame them as a national identity that is worthy of pride and is presented to the international community. This means that local culture is not only presented as a traditional heritage but also as a narrative tool to build a collective image of the Indonesian nation as religious, cooperative, respectful of tradition, and living in harmony. In addition, this local culture is also capitalized on as an object of tourism spectacle. This cultural capitalization creates a paradox: on the one hand, it provides economic opportunities and a space for expression for local cultural actors; but on the other, it risks reducing cultural significance to mere spectacle or exotic backdrops for national branding purposes. Cultural representations on the country's social media not only shape global perceptions of Indonesia but also influence how Indonesians themselves understand their cultural heritage, whether it is a living legacy or simply a visual asset to be sold.
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| Item Type: | Thesis (S3) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?user=oN9wYq8AAAAJ&hl=en ID SINTA Dosen Pembimbing : Aceng Ruhendi Syaefullah : 6005752 Budi Hermawan 6728996 |
| Uncontrolled Keywords: | Representasi budaya, Instagram G20 Indonesia, Analisis Wacana Kritis Multimodal Cultural representation, G20 Indonesia Instagram, Multimodal Critical Discourse Analysis |
| Subjects: | L Education > L Education (General) P Language and Literature > P Philology. Linguistics |
| Divisions: | Sekolah Pasca Sarjana > Linguistik S-3 |
| Depositing User: | Yusep Ahmadi F |
| Date Deposited: | 11 Sep 2025 13:15 |
| Last Modified: | 11 Sep 2025 13:21 |
| URI: | http://repository.upi.edu/id/eprint/138456 |
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