Multimodal Discourse Analysis in Indonesian Tourism Video Advertisements: Identification of Verbal Metafunctions in “Wonderful Indonesia” Advertisements
摘要
Wonderful Indonesia and Pesona Indonesia, as a trademark of the Republic of Indonesia's Ministry of Tourism and Creative Economy, produce tourist videos to promote Indonesian tourism worldwide. This point has resulted in significant expansion in Indonesia's tourist sector. This accomplishment raises problems regarding the creation of Indonesian identity, as depicted in these videos. For this reason, this research examines verbal metafunction in tourism videos produced by the Ministry of Tourism and Creative Economy trademark. An analyzed video is one of the videos produced by Wonderful Indonesia entitled Wonderful Indonesia. Using Systematic Functional Language from Halliday and Eggins and Kress and van Leeweun's multimodal discourse analysis, researchers found that Indonesian nature and culture are constructed in such a way. The video depicts nature at each tourist site as exotic, gorgeous, pleasant, friendly, relaxing, and delightful. Traditional culture is also characterized as preserved by local populations in everyday situations. The glorification of locality becomes more apparent when tourists are seen as cheerful, and sociable, but locals are depicted as docile and pleasant. This state conveys the idea that Indonesian nature and culture are unusual and beautiful, open, pleasant, safe, and joyful.