KOMUNIKASI DESTINATION BRANDING LEREH LEREH BWI 1 TV DALAM MEMBENTUK IDENTITAS DAERAH
DOI:
https://doi.org/10.35316/maddah.v8i1.9162Keywords:
Communication Strategy, Local Television, Regional Identity, Tourism, CulinaryAbstract
This research aims to analyze the strategy of the "Lereh Lereh" program on the local
television station BWI 1 TV in constructing tourism and culinary identities in Banyuwangi
Regency. Amidst digital media disruption, local television faces significant challenges in
remaining relevant as a cultural agent. Using a descriptive qualitative method with a case study
approach, data were collected through in-depth interviews, observation, and content analysis. The
results indicate that BWI 1 TV implements three main strategic pillars: history-based narrative
selection (framing), visualization of local cultural symbols, and digital platform synchronization.
The program has successfully transformed audience perceptions of culinary and tourism from mere
commodities into ancestral heritage that must be preserved. Theoretically, the program fulfills the
cycle of social construction through the stages of objectification, internalization, and
externalization, triggering the emergence of collective pride (social validation). This study
concludes that technological adaptation and consistency in local narratives are key for regional
television media to maintain their existence while strengthening regional identity in the era of
globalization.
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