MUHAMMAD, AMELIYA (2023) STRATEGI KOMUNIKASI PEMERINTAH PROVINSI YOGYAKARTA DALAM MEMBENTUK CITY BRANDING SEBAGAI KOTA HANACARAKA. S2 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Menggeloranya penggunaan aksara Jawa di ranah digital ini, memerlukan akselerasi dan pelaziman agar terlihat nyata dan mampu membangkitkan kembali kebanggaan masyarakat Yogyakarta. Pelestarian aksara leluhur ini sangat kencang digaungkan oleh masyarakat Yogyakarta hingga akhirnya Sri Sultan Hamengkubono ke-X mencanangkan kota Yogya sebagai Kota Hanacaraka. Menandai momentum bangkitnya kembali aksara Jawa, Gubernur Daerah Istimewa Sri Sultan Hamengku Buwono X, mencanangkan Yogyakarta sebagai Kota Hanacaraka tepat di Hari Aksara Internasional, 8 September 2021. Penelitian ini bertujuan untuk mengetahui strategi city branding yang dilakukan Pemerintahan Provinsi Dinas Kebudayaan (Kudha Kabudayaan) DIY dalam membranding Kota Yogyakarta sebagai Kota Hanacaraka dan program apa saja yang sudah dilakukan. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan menggunakan metode studi kasus, sedangka teori yang digunakan adalah teori city branding hexagon by Simon Anholt. Dari penelitian penulis di peroleh jawaban bahwa strategi Komunikasi yang dilakukan oleh Dinas Kebudayaan DIY untuk menyampaikan pesan tentang konsep Kota Yogyakarta sebagai Kota Hanacaraka ini dilakukan dengan berbagai macam cara antara lain dengan momentum melaunching Kota Yogyakarta sebagai Kota Hanacaraka itu sendiri, bersamaan dengan peringatan hari Aksara International yaitu pada tanggal 8 September 2021. Selain itu Dinas Kebudayaan DIY memiliki beberapa program kegiatan yang mendukung pencanangan tersebut diantaranya adalah program kampung aksara dan klinik aksara. Untuk kampung aksara Disbud DIY bekerja sama dengan 76 desa budaya. Lewat kampung aksara, aksara jawa diajarkan kembali dimasyarakat Yogyakarta, guna melazimkan kembali aksara jawa. Untuk klinik aksara Disbud DIY menyediakan converter aksara jawa untuk transliterasi aksara jawa ke latin dan sebaliknya. Keywords: Javanese Script, Hanacaraka City, Dinas Kebudayaan, City Branding The surge in the use of the Javanese script in the digital era requires acceleration and familiarity in order to make it convincing and able to revive the pride of the people of Yogyakarta. The preservation of this ancestral script was very loudly spoken by the people of Yogyakarta until finally the Sri Sultan Hamengkubono X declared the city of Yogya as the City of Hanacaraka. Marking the momentum for the revival of the Javanese script, the Governor of the Special Region of Sri Sultan Hamengku Buwono X, proclaimed Yogyakarta as the City of Hanacaraka on International Script Day, September 8, 2021. This research aims to determine the city branding strategy carried out by the Provincial Government of the Special Region of Yogyakarta Culture Department (Kudha Ka Budayaan) in branding the City of Yogyakarta as the City of Hanacaraka and the programs have been carried out. This study uses a qualitative descriptive approach using the case study method, while the theory used is the city branding hexagon theory by Simon Anholt. From the author's research, the answer was that the communication strategy carried out by the Special Region of Yogyakarta Culture Department to convey a message about the concept of the City of Yogyakarta as the City of Hanacaraka was carried out in various ways, including the momentum of launching the City of Yogyakarta as the City of Hanacaraka itself, along with the commemoration of International Script Day. namely on September 8, 2021. In addition, the Special Region of Yogyakarta Culture Department has several program activities that support this declaration, including the literate village program and a literacy clinic. For the script village, Special Region of Yogyakarta Culture Department is working with 76 cultural villages. Through the script village, the Javanese script was taught again to the people of Yogyakarta, in order to re- customize the Javanese script. For the script clinic, Special Region of Yogyakarta Culture Department provides a Javanese script converter for transliteration of Javanese script to Latin and vice versa. Keywords: Javanese Script, Hanacaraka City, Culture Department, City Branding
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55221110003 |
| Uncontrolled Keywords: | Javanese Script, Hanacaraka City, Dinas Kebudayaan, City Branding |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 08 Aug 2023 07:39 |
| Last Modified: | 08 Aug 2023 07:39 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/80051 |
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