Parade of diversity: Representations of places and identities of Indonesia through tourism brochures

Abstract

The article examines the discourses of diversity within a nation by investigating the tourism brochures as the media produced by municipalities/regencies. Using empirical research, this study analyses four major inquiries to gain insights into the discourse of diversity in Indonesia from tourism products/services, geographical representations, ethnic diversity and occupational variations within the dynamic of media and society. The research project then analyse the cultural and social meanings on how the media function to showcase and develop a notion of ‘parade of diversity’ in the society. It reflects the ways of displaying places and people, which can include and exclude part of society, promenade through series of similar patterns across different municipalities/regencies in Indonesia. Critically, tourism brochures then facilitate the commercial definition of tourism spaces, geographical identity, the representation of the dominant groups and the interests of the powerful elites.

“Dream Now, Travel Tomorrow”: Communicating the Nation Branding of Indonesia through Tourism-Based Social Media

“…Tourism-based social media has become a political tool not only to promote tourism but those behind the tourism sectors, politically and institutionally, within government bodies (Figure 3). This finding is consistent with previous research which identifies authorities in Indonesian tourism contexts as a salient discourse achieved through symbols, officials, and events through which they showcase their own policies and programs (Murti & Ratriyana, 2021); this includes the logos which appear in social media to show the aspect of nation, authority, and ownership of posts, events, even places. Tourism, in this case, cannot be separated from notions of nationhood, national pride, the nation branding of 'Wonderful Indonesia,' or even national policies toward tourism.…”

“…The main question is why this type of imagery is absent. Previous research projects (Murti, 2020;Murti & Ratriyana, 2021) which indicate similar findings in tourism brochures of 448 regions in Indonesia argue how Indonesian tourism still embraces the postcolonial paradigm of tourism by which only the exoticism of locals and rurality become interesting imageries for western tourists to come to the global south.…”

“…However, realistic objects and messages should also be conveyed by understanding the negotiation of nation complexity and multiple identities of its places and people. These identities may not only be about tranquil and rural imageries, but also Indonesian urban settings, street vendors, modern buildings, and/or regular Indonesians, who live in a regular/modern type house (not traditional), which in our observation, appears absent in the social media environment of 'Wonderful Indonesia' (Murti, 2020;Murti & Ratriyana, 2021). The communication of nation branding through tourism-based social media shows only an exclusive, limited, portrayal focused solely on certain aspects of expectation, rather than the realistic diversity of Indonesia as a complex nation.…”

“…The place is almost always taken from a bird's eye perspective (using professional drones), or at the tourists' gaze, which strengthens the imageries from #DreamNow and brings the audience to an imaginary, idyllic place of Indonesia. The absence of humans and animals in the most part creates the illusion of creating a contrast with the type of urban audience's everyday life which is full of people with high and fast-paced mobility (Zhou, 2014;Murti & Ratriyana, 2021). The objectives are to provide space for the audience to perceive a peaceful state of mind and a tranquil ambiance which is free of worries (Cohen, 2004;Murti, 2020) (Figure 1).…”

Social Media and Its Impact on Promoting the National Identity of University Students in Saudi Arabia

“…A sense of national identity gives the individual a sense of loyalty to the political system, thereby legitimizing it and helping it to survive (Nanes, 2008). It also positively contributes to the ability of a given society to overcome any crises and difficulties it faces, to accept the decisions taken by the respective political authority, and to have an awareness of the rights and duties necessary for effective citizenship (Murti & Ratriyana, 2021;Nanes, 2008).…”