ANALISIS WACANA KRITIS KONTEN INSTAGRAM @SAMOSIRINDAH TERHADAP CITRA DESTINASI WISATA SAMOSIR

SIHALOHO, MEY SARAH and Sununianti, Vieronica Varbi (2025) ANALISIS WACANA KRITIS KONTEN INSTAGRAM @SAMOSIRINDAH TERHADAP CITRA DESTINASI WISATA SAMOSIR. Undergraduate thesis, Universitas Sriwijaya.

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Abstract

This study aims to analyze the formation of the Samosir tourist destination image through promotional content on the Instagram account @samosirindah using Norman Fairclough's Critical Discourse Analysis (CDA) approach. This study is motivated by the rapid development of social media as a means of tourism promotion, with Instagram becoming a primary and effective platform for building destination perceptions and appeal through visual content and text narratives. Data were collected through online observation of posts, Caption s, comments, and audience interactions on the @samosirindah account from October 2024 to April 2025. The analysis was conducted across three dimensions: text (language and visual structure), discursive practices (content production and consumption processes), and socio-cultural practices (social contexts influencing discourse). The results show that the @samosirindah account actively builds a positive image of Samosir by highlighting its natural beauty, cultural richness, and local events through descriptive, persuasive, and educational language. The discourse production process involves collaboration between account owners, local communities, UMKM, and tourists, while discourse consumption is dominated by symbolic interactions such as likes, short comments, and shares. Practices of power are evident in the selection of narratives that emphasize positive and aesthetic aspects, as well as control over public discussion spaces. The socio-cultural practices highlighted through content contribute to strengthening Samosir's cultural identity, but there are still limitations in accommodating critical narratives and diverse social realities. This research recommends the need for a more inclusive and interactive communication strategy, as well as strengthened collaboration between account managers, the government, and the local community to build a more authentic and sustainable tourism destination image. Keywords: Critical Discourse Analysis, Norman Fairclough, Tourism Destination Image, Instagram, @samosirindah

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Analisis Wacana Kritis, Norman Fairclough, Citra Destinasi Wisata, Instagram, @samosirindah
Subjects:	H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions:	07-Faculty of Social and Politic Science > 69201-Sociology (S1)
Depositing User:	Mey Sarah Sihaloho
Date Deposited:	28 Jul 2025 12:51
Last Modified:	28 Jul 2025 12:51
URI:	http://repository.unsri.ac.id/id/eprint/181167

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