Post-pandemic Indonesian tourism promotion in Instagram: a multimodal discourse analysis
List of Authors
  • Isti'anah, Arina , Rahmasari, Shafira

Keyword
  • post-pandemic, tourism, Indonesia, Instagram, multimodal,

Abstract
  • Tourism is one of the most significant sectors affected by the covid-19 pandemic. It has lost billions of dollars due to hotels, restaurants, and visit cancellation. The Indonesian Ministry of Tourism and Creative Economy uses social media to arouse people’s optimism to visit Indonesia in the post-pandemic era. One of the media used to promote tourism is through Instagram, which includes both visual and linguistic features in its uploads. By taking the data during October-November 2020 from Indonesia.travel Instagram account, this paper utilized Kress & Leeuwen’s multimodal discourse analysis model, particularly the interactive meanings of pictures through contact, distance, and point of view. This paper also analyzed the mood structures and transitivity patterns in the captions, including the phrase like “post-pandemic trip” to strengthen the analysis. It figured out that Instagram posts comprise Indonesian nature, cultural heritage, and traditional villages in declarative mood functioning as “offer”. This paper concluded that visual features are as pivotal as linguistic features to promote Indonesian tourism in the post-pandemic era

Reference
  • 1. Abdullah, S. I. (2014). Distribution of daily use local language in Indonesia. International Conference on Education and Language, 1, 6.
    2. Akhlas, A. W. (2020, July 17). Pandemic erases $5.9b of Indonesia’s tourism revenue. The Jakarta Post. Retrieved from https://www.thejakartapost.com/paper/2020/07/16
    3. Ananda, R., Fitriani, S. S., Samad, I. A., & Patak, A. A. (2019). Cigarette advertisements: A systemic functional grammar and multimodal analysis. Indonesian Journal of Applied Linguistics, 8(3), 616–626. https://doi.org/10.17509/ijal.v8i3.15261
    4. Baykal, N. (2016). Multimodal construction of female looks: An analysis of mascara advertisements. Dibilim Arastirmalari Dergisi, 2,39–59.
    5. Dallyono, R., & Sukyadi, D. (2019). An analysis of multimodal resources in environmental protection posters. Indonesian Journal of Applied Linguistics, 9(2), 472–479. https://doi.org/10.17509/ijal.v9i2.20245
    6. Eggins, S. (2004). An introduction to systemic functional linguistics (2nd ed). Continuum.
    7. Elsanhoury, M. H. A. G. H. (2020). A multimodal discourse analysis of political speeches: The case of Donald Trump’s 2016 election speeches. Journal of Language and Literature, 20(2), 168. https://doi.org/10.24071/joll.v20i2.2390
    8. Figueiredo, D. D. C., & Pasquetti, C. A. (2016). The discourse of tourism: An analysis of the online article “Best in Travel 2015: Top 10 cities” in its translation to Brazilian Portuguese. Ilha Do Desterro:A Journal of English Language, Literatures in English and Cultural Studies, 69(1), 201. https://doi.org/10.5007/2175-8026.2016v69n1p201
    9. Francesconi, S. (2014). Reading tourism texts: A multimodal analysis. Tourism and Cultural Change, 36. https://doi.org/10.21832/9781845414283
    10. Gurtner, Y. (2016). Returning to paradise: Investigating issues of tourism crisis and disaster recovery on the island of Bali. Journal of Hospitality and Tourism Management, 28, 11–19. https://doi.org/10.1016/j.jhtm.2016.04.007
    11. Halliday, M. A. K., & Matthiessen, C. M. I. M. (2014). Halliday’s introduction to functional grammar (4th ed.). Routledge.
    12. Isti’anah, A. (2014). Transitivity analysis in four selected opinions about Jakarta governor election. Journal of Language and Literature, 14(2), 163–175.
    13. Isti’anah, A. (2020). (Re)evaluating language attitudes on Indonesian tourism website: A study on ecolinguistics. Studies in English Language and Education, 7(2), 622–641. https://doi.org/10.24815/siele.v7i2.16683
    14. Kress, G., & Leeuwen, T. van. (2006). Reading images: The grammar of visual design. Routledge.
    15. Liu, S. (2019). A multimodal discourse analysis of the interactive meaning in public service advertisement. Journal of Advances in Linguistics, 10,1523–1534. https://doi.org/10.24297/jal.v10i0.8196
    16. Liu-Lastres, B., Mariska, D., Tan, X., & Ying, T. (2020). Can post-disaster tourism development improve destination livelihoods? A case study of Aceh, Indonesia. Journal of Destination Marketing & Management, 18, 100510. https://doi.org/10.1016/j.jdmm.2020.100510
    17. Manca, E. (2016). Persuasion in tourism discourse: Methodologies and models. Cambridge Scholars Publishing.
    18. Matthiessen, C. M. I. M., Teruya, K., & Lam, M. (2010). Key terms in systemic functional linguistics. Continuum.
    19. Meisani, D. R., Chofiyya, N. N., & Handayani, R. (2016). Captions writing in Instagram: Understanding the meaning and the communicative function in learning a language. Jambi-English Language Teaching, 1(2). https://online-journal.unja.ac.id/jelt/article/view/3437
    20. Nedra, B.-A., Hadhri, W., & Mezrani, M. (2019). Determinants of customers’ intentions to use hedonic networks: The case of Instagram. Journal of Retailing and Consumer Services, 46, 21–32. https://doi.org/10.1016/j.jretconser.2018.09.001
    21. Norris, S. (2012). Multimodality in practice: Investigating theory-in-practice-through-methodology. Routledge.
    22. Paauw, S. (2009). One land, one nation, one language: An analysis of Indonesia’s national language policy. In H. Lehnert-LeHouillier and A. B. Fine (Eds.), University of Rochester Working Papers in the Language Sciences, 5(1), 2-16.
    23. Rahma, V. S., & Arvianti, G. F. (2020). The impacts of covid-19 pandemic in Indonesia and China’s hotel industry: How to overcome it? JELAJAH: Journal of Tourism and Hospitality, 2(1), 55 -64. https://doi.org/10.33830/jelajah.v2i1.864
    24. Rahmasari, S., & Lauwren, S. (2020). Modality Analysis on the Official Website of Indonesian Tourism. Journal of Language and Literature, 8.
    25. Rudito, Y. Y., & Anita, A. (2020). Persuasive Strategies Used in Burger King’s Instagram Post Caption. Journal of Language and Literature, 8(1), 96–104. https://doi.org/10.35760/jll.2020.v8i1.2141
    26. Salim, M. A. M., Ibrahim, N. A., & Hassan, H. (2018). Authenticating the tourist destination on the official website of Indonesia: A multimodal perspective. Astra Salvensis-Revista de Istorie Si Cultura, 6(1), 333–343.
    27. Samad, Y., Salim, M. A., & Akib, H. (2018). The functions of language in realizing the Indonesian culinary on the official tourism website of Indonesia: A tourism discourse perspective. IOSR Journal of Humanities and Social Science, 23(10), 7–15.
    28. Susilawati, S., Falefi, R., & Purwoko, A. (2020). Impact of COVID-19’s Pandemic on the Economy of Indonesia. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 3(2), 1147–1156. https://doi.org/10.33258/birci.v3i2.954
    29. Thompson, G. (2013). Introducing functional grammar (3rd ed.). Routledge, Taylor & Francis Group.
    30. WHO Coronavirus Disease (COVID-19) Dashboard. (n.d.). https://covid19.who.int
    31. Yan, Y., Chen, J., & Wang, Z. (2020). Mining public sentiments and perspectives from geotagged social media data for appraising the post-earthquake recovery of tourism destinations. Applied Geography, 123, 102306. https://doi.org/10.1016/j.apgeog.2020.102306
    32. Yazdanifard, D. R. (2015). The review of how sales promotion change the consumers perception and their purchasing behavior of a product. Global Journal of Management and Business Research. https://journalofbusiness.org/index.php/GJMBR/article/view/1704
    33. Yu, C.-E., & Sun, R. (2019). The role of Instagram in the UNESCO’s creative city of gastronomy: A case study of Macau. Tourism Management, 75, 257–268. https://doi.org/10.1016/j.tourman.2019.05.011