ETHNOGRAPHY OF COMMUNICATION: THE MURAL ATTRACTION OF THE THREE-FAITH TOURISM VILLAGE IN THE FRAME OF NATIONALISM
DOI:
https://doi.org/10.21111/ejoc.v10i2.15203Keywords:
Ethnography of Communication, Mural Attraction, Indonesian Nationalism, Three-Faith Tourism VillageAbstract
This study analyzes the Jamblang mural attraction located in the Old Town Area of Jamblang, Jamblang Village, Jamblang District, Cirebon Regency—known as the Three-Faith Tourism Village—as a complex communication event within the framework of nationalism. The mural attraction, created collaboratively by students, artists, and local residents, retells the history of communal existential crises (1845–1889) leading up to the turning point of recovery in 1900, focusing on the restoration of Vihara Dharma Rhakita. Its primary purpose is to revitalize the forgotten Chinatown area, provide historical education, and deeply instill the values of tolerance and national unity. This qualitative research employs the framework of Ethnography of Communication and the Triadic Semiotic analysis of Charles Sanders Peirce to examine the visual messages and surrounding social practices. The semiotic analysis reveals that the mural’s iconography (Representamen), depicting collective suffering and recovery, produces an Interpretant of nationalism. This nationalism is defined as the power of collective memory of a multireligious community’s resilience, where harmony becomes the essence of local patriotism. The application of Dell Hymes’ SPEAKING model integrates semiotic findings with real communication practices. It was found that the mural’s strategic placement in front of the Vihara (Setting) and the inclusive interfaith collaboration (Participants) explicitly support the Ends of promoting National Tourism. The social interaction norms (Norms) are directed toward displaying harmony to visitors, while selfie-taking activities (Act Sequence and Genre) function as an adoption of this collective narrative into personal digital identity. This study concludes that the Jamblang mural successfully transforms local history into a visual lingua franca (Instrumentalities) that effectively fosters national resilience education and tourism village branding, mitigating the challenges of spatial and economic degradation.References
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