Publications of Toba Bataknese Culture (Multimodal Analysis of ZONABATAK Instagram Account Uploads)

Marudut Bernadtua Simanjuntak (), Ninuk Lustyantie, Ifan Iskandar, Aceng Rahmat and Samsi Setiadi
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Marudut Bernadtua Simanjuntak: State University of Jakarta, Postgraduate Faculty-Applied Linguistic Study
Ninuk Lustyantie: State University of Jakarta, Postgraduate Faculty-Applied Linguistic Study
Ifan Iskandar: State University of Jakarta, Postgraduate Faculty-Applied Linguistic Study
Aceng Rahmat: State University of Jakarta, Postgraduate Faculty-Applied Linguistic Study
Samsi Setiadi: State University of Jakarta, Postgraduate Faculty-Applied Linguistic Study

A chapter in Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022), 2023, pp 301-309 from Springer

Abstract: Abstract The existence of social media, such as Instagram, Facebook, and Twitter, makes it easier to promote and introduce a product or work, whether for personal, group, ethnic, or national interests. Especially in a pandemic situation, literary works and regional (traditional) arts and culture, usually shown up in open performances and concerts, cannot be expected to recognize and promote the traditional arts and culture. The Toba Batak tribe, one of the minor tribes in Indonesia, is very significant in culture, literature, art, and local wisdom. By the existence of social media, especially in this study, Instagram can maintain its existence, recognition, and interest in the culture and arts. This study was applied using a qualitative analysis method with a study approach of several uploads on the Instagram account of “Zona Batak”. The results of this study are seen in terms of effectiveness in terms of the number of likes and impressions assessed in terms of placement, semiotics, and messages of local wisdom.

Keywords: Digital publication; Toba bataknese; Batak culture; Instagram (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-076-3_22

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