Critical discourse analysis on Mandalika and Likupang social media Analisis wacana kritis media sosial Mandalika dan Likupang
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Abstract
The implications of the pandemic have drastically decreased tourism occupancy in Indonesia, prompting the president to develop super priority destinations, such as Mandalika and Likupang, to restore tourism occupancy. Focusing on Mandalika and Likupang, located in special economic zones, this research aims to critically analyze the social media narratives to uncover the power relations and socio-political constructs embedded in the social media accounts of both destinations. We applied descriptive qualitative research, elaborating the textual elements, discursive, and sociocultural practices of promotional media. The result of the textual elements analysis shows that social media posts mostly use simple sentences, and a deeper lexical analysis reveals that various types of pronouns, adjectives, and collocations are embedded in the posts. Social media leverages persuasive descriptive discourse with friendly, descriptive, and emotional words, improving reader accessibility. Political and cultural narratives also play a significant role in shaping the tourism discourse. Branded as the “New Bali,” Mandalika and Likupang can displace and exclude local culture through social media posts, showing the power of social media in creating tourism discourse. Conclusively, critical discourse analysis helps in understanding the relation between the discourse and the social aspect by analyzing language within a social context.
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Sari, E. D. P., Agustina, M. F., Adiarti, D., & Hamzah, R. H. bin. (2025). Critical discourse analysis on Mandalika and Likupang social media. Diglosia: Jurnal Kajian Bahasa, Sastra, Dan Pengajarannya, 8(4), 941-954. https://doi.org/10.30872/diglosia.v8i4.1259
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Ulinnuha, R., Udasmoro, W., & Wijaya, Y. (2013). Critical discourse analysis: Theory and method in social and literary framework. Indonesian Journal of Applied Linguistics, 2(2), 262–274. https://ejournal.upi.edu/index.php/IJAL/article/view/170
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Wodak, R., & Meyer, M. (2016). Methods of critical discourse studies (3rd ed.). SAGE Publications.
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Amrita, N. D. A., Handayani, M. M., & Erynayati, L. (2021). Pengaruh Pandemi Covid-19 Terhadap Pariwisata Bali. Jurnal Manajemen Dan Bisnis Equilibrium, 7(2), 246–257. https://doi.org/10.47329/jurnal_mbe.v7i2.824
Aristoteles, Rahmaputri, A. S., Raden, A., Kurnia, C., Robbani, M. F., Sari, N., Marlon, N. A., & Utama, S. D. (2021). Pemanfaatan media sosial untuk promosi pariwisata dan potensi kearifan lokal di Kelurahan Batu Putuk, Kecamatan Teluk Betung Barat, Kota Bandar Lampung. BUGUH: Jurnal Pengabdian Kepada Masyarakat, 1(4), 31–38. https://doi.org/10.23960/buguh.v1n4.238
Ayomi, P. N., Maharani, P. D., & Tustiawati, I. A. M. (2023). Integrating critical discourse analysis on sustainable tourism in English language learning in university. Lingua Cultura, 17(2), 189–195. https://doi.org/10.21512/lc.v17i2.9982
Bouvier, G., & Machin, D. (2018). Critical discourse analysis and the challenges and opportunities of social media. Review of Communication, 18(3), 178–192. https://doi.org/10.1080/15358593.2018.1479881
Collins Jr., C. B., Jr. (2020). Sentence analysis – Camilla’s English page. https://www.camillasenglishpage.org/grammar/sentence-analysis/
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). Sage Publications, Inc.
Estriani, H. N. (2019). Kawasan Ekonomi Khusus (KEK) Mandalika dalam implementasi konsep pariwisata berbasis ecotourism: Peluang dan tantangan. MANDALA: Jurnal Hubungan Internasional, 2(1), 64–79. https://ejournal.upnvj.ac.id/JM/article/view/995
Fahri, A., & Tawe, A. (2022). Peran media sosial dan e-commerce dalam meningkatkan daya saing usaha mikro, kecil, dan menengah (UMKM) di tengah pandemi Covid-19 pada Alninda Shop Cabang Bontonompo Kecamatan Bontonompo Kabupaten Gowa. Jurnal Economix, 10(2), 70–84. https://ojs.unm.ac.id/economix/article/view/44246
Fairclough, N. (2001). Critical Discourse Analysis as a Method in Social Scientific Research. In R. Wodak, & M. Meyer (Eds.), Methods of Critical Discourse Analysis (pp. 121–138). Sage. https://doi.org/10.4135/9780857028020.n6
Firmansyah, A. (2021). Analisis deskriptif potensi pariwisata di desa sekitar Kawasan Ekonomi Khusus (KEK) Likupang. Jurnal Pariwisata Terapan, 5(2), 160–173. https://journal.ugm.ac.id/jpt/article/view/55822/0
Furnama, S., & Rosa, R. N. (2020). A multimodal analysis of tourism brochures for advertising tourist attraction in Mandeh Island, West Sumatra. E-Journal of English Language & Literature, 4(9), 446–457. https://doi.org/10.24036/ell.v9i4.110075
Gusti, E. C. T., & Setiawati, E. (2025). Ideologi dalam slogan aksi demonstrasi mahasiswa terhadap revisi UU Pilkada: Analisis wacana kritis Norman Fairclough. Diglosia: Jurnal Kajian Bahasa, Sastra, dan Pengajarannya, 8(1), 197–212. https://doi.org/10.30872/diglosia.v8i1.1134
Hannam, K., & Knox, D. (2015). Discourse analysis in tourism research: A critical perspective. Tourism Recreation Research, 30(2), 23–30. https://doi.org/10.1080/02508281.2005.11081470
Hasibuan, I. M., Mutthaqin, S., Erianto, R., & Harahap, I. (2023). Kontribusi sektor pariwisata terhadap perekonomian nasional. Jurnal Masharif Al-Syariah: Jurnal Ekonomi dan Perbankan Syariah, 8(2), 1177–1217. https://doi.org/10.30651/jms.v8i2.19280
Jessop, B. (2007). From Thatcherism to New Labour: Neo-Liberalism, workfarism, and labour market regulation 1. http://www.comp.lancs.ac.uk/sociology/soc131rj.pdf
Kementerian Pariwisata dan Ekonomi Kreatif. (2020, Maret). Rangking devisa pariwisata terhadap komoditas ekspor lainnya. Kementerian Pariwisata dan Ekonomi Kreatif. https://kemenparekraf.go.id/statistik-devisa-pariwisata/rangking-devisa-pariwisata-terhadap-komoditas-ekspor-lainnya
Kementerian Pariwisata dan Ekonomi Kreatif. (2023a). DSP. https://info5dsp.kemenparekraf.go.id/
Kementerian Pariwisata dan Ekonomi Kreatif. (2023b). Isu strategis dan area pengaturan 5 pilar pembangunan kepariwisataan. https://berkas.dpr.go.id/akd/dokumen/K10-43-ea1aad86de402deb15c34105fa6e08c3.pdf
Kementerian Pariwisata Republik Indonesia. (t.t.). 7 postcard-esque sanctuaries in and around Likupang - Indonesia Travel. Diperoleh 22 Oktober 2024, dari https://www.indonesia.travel/gb/en/trip-ideas/7-reason-s-to-visit-likupang-the-beauty-untouched-from-northern-part-of-sulawesi.html
Lamopia, I. W. G., & Nindya, P. A. A. (2023). Pengembangan model baru strategi pemulihan pariwisata Bali berbasis wisata berkelanjutan. Jurnal Analisa Sosiologi, 12(1), 93–110. https://jurnal.uns.ac.id/jas/article/view/65649
Loisa, R., Utami, L. S. S., Pandrianto, N., & Irena, L. (2023). Cultural content in the youth’s social media on Likupang super priority tourism destination. International Journal of Application on Social Science and Humanities, 1(1), 1210–1220. https://doi.org/10.24912/ijassh.v1i1.25795
Lupiyoadi, R. (2018). Manajemen pemasaran jasa: Berbasis kompetensi (Edisi 3). Salemba Empat.
Mudiawati, R. C., Hudiyono, Y., & Suhatmady, B. (2023). Analisis wacana kritis Norman Fairclough terhadap bahasa slogan aksi demonstrasi guru di Samarinda. Diglosia: Jurnal Kajian Bahasa, Sastra, dan Pengajarannya, 6(3), 739–762. https://doi.org/10.30872/diglosia.v6i3.694
Nassaji, H. (2015). Qualitative and descriptive research: data type versus data analysis. Language Teaching Research, 19(2), 129–132. https://doi.org/10.1177/1362168815572747
Nurrohmah, A., & Setiawati, E. (2025). Ideologi wacana korupsi dalam pemberitaan kasus korupsi PT Timah pada portal berita Tempo.co. Diglosia: Jurnal Kajian Bahasa, Sastra, dan Pengajarannya, 8(1), 157–170. https://doi.org/10.30872/diglosia.v8i1.1133
Pardede, P., Rasyid, Y., & Anwar, M. (2023). Manipulasi linguistik sebagai instrumen politik dalam Animal Farm: Sebuah analisis wacana kritis. Diglosia: Jurnal Kajian Bahasa, Sastra, dan Pengajarannya, 6(2), 449–466. https://doi.org/10.30872/diglosia.v6i2.605
Permana, A. A. J., & Wirayani, M. P. (2021). Media promosi untuk membantu promosi desa wisata. Jurnal Edutech Undiksha, 9(2), 231–236. https://ejournal.undiksha.ac.id/index.php/JEU/article/view/37235
Pratiwi, D. P. E., Sulatra, I. K., & Candra, K. D. P. (2019). Bali tourism advertisements: A linguistic analysis. International Journal of Linguistics, Literature and Culture, 5(1), 43–53. https://doi.org/10.21744/ijllc.v5n1.582
Rahman, W. N. A., Mutum, D. S., & Ghazali, E. M. (2021). Consumer engagement with visual content on Instagram: Impact of different features of posts by prominent brands. International Journal of E-Services and Mobile Applications, 14(1), 1–21. https://doi.org/10.4018/IJESMA.295960
Ramanathan, R., & Hoon, T. B. (2015). Application of critical discourse analysis in media discourse studies. 3L: Southeast Asian Journal of English Language Studies, 3(2), 57–68. https://www.researchgate.net/publication/283712478
Sari, E. D. P., Puspitasari, I., Purwandari, G. A., & Setiawan, K. (2024). Critical discourse analysis on tourism promotion media. Tell: Teaching of English Language and Literature Journal, 12(1), 18–27. https://doi.org/10.30651/tell.v12i1.20430
Sariasih, W., Rasyid, Y., & Anwar, M. (2023). Analisis wacana kritis Sara Mills dalam cerpen Sepasang Mata Dinaya yang Terpenjara. Diglosia: Jurnal Kajian Bahasa, Sastra, dan Pengajarannya, 6(2), 539–548. https://doi.org/10.30872/diglosia.v6i2.607
Sitorus, O. F., & Utami, N. (2017). Strategi promosi pemasaran. FKIP Uhamka.
Suatan, S. (2020). Culture potential to development of National Super Priority Tourism Destination in Likupang North Sulawesi. International Journal of Social Science and Economic Research, 5(11), 3605–3614. https://doi.org/10.46609/ijsser.2020.v05i11.018
Subadra, I. N. (2021). Pariwisata budaya dan pandemi Covid-19: Memahami kebijakan pemerintah dan reaksi masyarakat Bali. Jurnal Kajian Bali, 11(1), 1–22. https://ojs.unud.ac.id/index.php/kajianbali/article/view/68980
Sumarti, E. (2010). Analisis wacana kritis: Metode analisis dalam perspektif Norman Fairclough. Lingua Scientia, 2(2), 157–167. https://ejournal.uinsatu.ac.id/index.php/ls/article/view/2087
Ulinnuha, R., Udasmoro, W., & Wijaya, Y. (2013). Critical discourse analysis: Theory and method in social and literary framework. Indonesian Journal of Applied Linguistics, 2(2), 262–274. https://ejournal.upi.edu/index.php/IJAL/article/view/170
Van Dijk, T. A. (1993). Principles of critical discourse analysis. Discourse & Society Special Issue: Critical Discourse Analysis, 4(2), 249–283. https://discourses.org/wp-content/uploads/2022/07/Teun-A.-van-Dijk-1993-Principles-of-critical-discourse-analysis.pdf
Van Valin, R. D. (2001). An introduction to syntax. Cambridge University Press.
Wodak, R., & Meyer, M. (2016). Methods of critical discourse studies (3rd ed.). SAGE Publications.
Yuhandra, M. G., Nugraha, T. C., & Lukman, F. (2024). Ideologi Al-Jazeera Arabic dalam wacana pemberitaan Visi Saudi Muhammad bin Salman (Analisis wacana model Fairclough). Diglosia: Jurnal Kajian Bahasa, Sastra, dan Pengajarannya, 7(1), 9–24. https://doi.org/10.30872/diglosia.v7i1.808
Zubir, Z., & Halim, R. (2020). Analisis wacana kritis: Satu pengenalan umum. Journal of Communication in Scientific Inquiry, 2(1), 57–64. https://ejournal.unimap.edu.my/index.php/jcsi/article/view/907