Strategi Branding Budaya dalam Media Digital oleh Pemerintah Daerah
DOI:
https://doi.org/10.47134/jtsi.v2i3.4334Keywords:
Branding Budaya, Identitas Budaya, Media Digital, Partisipasi Masyarakat, Pelestarian Budaya, Pemerintah DaerahAbstract
Di era globalisasi, pelestarian budaya lokal menjadi tantangan sekaligus peluang strategis, terutama bagi pemerintah daerah dalam membangun identitas dan citra wilayah. Penelitian ini bertujuan untuk menganalisis strategi branding budaya berbasis media digital yang dilakukan oleh pemerintah daerah guna memperkuat identitas budaya lokal dan meningkatkan daya saing daerah. Penelitian menggunakan metode studi literatur dengan pendekatan kualitatif, dengan sumber data berupa jurnal, buku, dan artikel digital yang relevan. Hasil analisis menunjukkan bahwa branding budaya efektif bila mengedepankan narasi lokal, simbol tradisional, dan partisipasi masyarakat. Media digital, seperti media sosial dan situs web resmi, memainkan peran sentral dalam memperluas jangkauan pesan budaya secara interaktif dan visual. Keberhasilan strategi ini ditandai dengan meningkatnya keterlibatan masyarakat, pertumbuhan sektor pariwisata, dan penguatan identitas daerah. Namun demikian, tantangan seperti keterbatasan sumber daya, risiko penyederhanaan budaya, dan dominasi narasi tunggal masih menjadi hambatan. Oleh karena itu, strategi branding budaya harus inklusif, autentik, dan berkelanjutan, dengan melibatkan komunitas lokal sebagai aktor utama dalam proses pengemasan dan penyebaran nilai budaya melalui media digital.
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