Batik Madura: Heritage Cyberbranding
Abstract
Abstrak
Madura dalam perspektif komunikasi bukan hanya ditempatkan sebagai
kumpulan etnisitas melainkan juga sebuah entitas budaya yang melakukan
konstruksi atas situs, cara hidup(way of life) dan ide-ide. Proses internalisasi,
eksternalisasi dan objektivasi dalam rangkaian interaksi bersama melahirkan
produk-produk budaya yang mempunyai nilai filosofi. Batik Madura merupakan
salah satu situs kekayaan budaya dengan menampilkan warna kearifan lokal
ala haute couture. Dalam perjalanan pergaulannya, Batik Madura semakin
berkembang dan terlibat secara aktif dalam dinamika derasnya kompetisi pasar.
Strategi diperlukan untuk melestarikan Batik Madura bukan hanya sebagai
salah satu warisan (heritage) kekayaan budaya melainkan juga sebagai sebuah
kekuatan merek (branding) akan kualitas dari situs budaya.
Kata kunci: Batik Madura, Heritage, Branding
Full Text:
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DOI: https://doi.org/10.21107/ilkom.v10i1.1840
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