Representasi Budaya pada Event Lengger Bicara untuk Meningkatkan Minat Kunjungan Wisatawan di Kabupaten Banyumas

Abstract

This study explores how cultural representation in the “Lengger Bicara” event in Banyumas Regency contributes to increasing tourist interest and visitation. Using Stuart Hall’s (1997) theory of Cultural Representation, the research analyzes how the cultural meaning of Lengger is constructed through social media, traditional symbols, the creation of cultural identity, and power relations in its presentation. It also investigates how the Lengger culture of Banyumas is constructed, symbolized, and promoted via social media platforms and the official Lengger Bicara website. Data were collected through document analysis, virtual observation, and social media analysis. The findings reveal that Lengger Bicara has successfully reimagined the image of Banyumas’s Lengger as attractive, majestic, and relevant to contemporary times through cross-disciplinary artistic collaborations, the influence of national figures, and the support of both governmental and private institutions. This representation generates a renewed cultural identity for Banyumas and fosters the growth of culture-based tourism. Employing a qualitative descriptive approach and critical discourse analysis, data were obtained from social media documentation, official websites, and media publications. The results indicate that the representation of Lengger Banyumas is framed in a grand and modern manner, using effective cultural communication strategies and multi-level collaborations, thereby enhancing its appeal to both domestic and international tourists.