NATURE IN INDONESIAN TOURISM: A MULTIMODAL DISCOURSE ANALYSIS
Abstract
In tourism promotion, nature has been considered a key factor in persuading tourists to visit. Nature has been studied by many researchers using linguistic analysis, such as metaphor and rhetorical devices, to attach it to beauty and paradise. However, tourism promotion in social media now also requires multimodal modes to communicate with readers. The choice of shot strategies, frame size, and eye level in the visual source are powerful features to position readers in virtual communication. Therefore, this paper addresses multimodal strategies to present Indonesian nature in the tourism website from its interpersonal strategies. Theories of multimodality by Kress and Leeuwen are applied to discuss five samples of the multimodal resources of Medan, Raja Ampat, Lombok, Bintan, and Banyuwangi. The analysis found that the visual strategies identified from the gaze, shot distance, and eye level constitute an offer, while the textual strategies function as informative and descriptive. This paper confirms previous research that Indonesian tourism website is loaded with descriptive modes where persuasion is indirectly addressed.
Dalam promosi pariwisata, alam telah dianggap sebagai factor kunci dalam membujuk turis untuk mengunjungi tempat wisata. Alam telah dikaji oleh peneliti dengan analisis linguistik, beberapa di antaranya seperti metafora dan Pirani retorika untuk melekatkan alam dengan keindahan dan surga. Namun demikian, promosi pariwisata dalam media sosial saat ini juga memerlukan mode multimodal untuk berkomunikasi dengan pembaca. Pilihan strategi pengambilan gambar, ukuran bingkai, dan tingkat mata dalam sumber visual merupakan fitur yang kuat untuk memposisikan pembaca dalam komunikasi virtual. Oleh sebab itu, artikel ini membahas strategi multimodal untuk menyajikan alam Indonesia pada situs web pariwisata dari strategi interpersonalnya. Teori multimodalitas dari Kress dan Leeuwen diaplikasikan untuk membahas lima sampel dair sumber multimodal teks Medan, Raja Ampat, Lombok, Bintan, dan Banyuwangi. Analisis menemukan bahwa strategi visual yang diidentifikasi melalui tatapan, jarak pengambilan, dan tingkat mata bertujuan untuk menawarkan, sedangkan strategi tekstual mengemban fungsi informatif dan deskriptif. Artikel ini menegaskan penelitian sebelumnya bahwa situs web pariwisata Indonesia memuat mode deskriptif yang memuat fungsi persuasive tak langsung.
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DOI: https://doi.org/10.26499/wdprw.v50i2.1159
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