Komodifikasi Estetika “Instagramable”: Analisis Wacana Visual pada Instagram @kemuningskyhills

Husna Nur Amalina, Hanifah Islamiyah

Abstract


This study analyzes the commodification process of “Instagrammable” aesthetics in digital tourism through the Instagram account @kemuningskyhills. Research on digital tourism to date has tended to focus on the study of digital tourism marketing, especially on social media, whereas critical analyses of how “Instagrammable” visual aesthetics reproduce landscape commodification through digital visual practices are relatively limited. Addressing this gap, this study aims to reveal and analyze the commodification process of “Instagrammable” aesthetics in digital tourism through a case study of the Instagram account @kemuningskyhills. This study employed a descriptive qualitative method using Gillian Rose’s visual discourse analysis approach. It examines six selected posts on Instagram @kemuningskyhills, representing the use of glass bridge infrastructure and tea plantation landscapes as objects of visual commodification. The analysis of these six posts uncovers how the original agrarian landscape is reduced to a visual commodity. The results revealed three dimensions: visual construction and visual dominance over nature, where visitors are more focused on the grandeur of the bridge than the authenticity of the tea gardens.


Keywords


Commodification; Digital Tourism; Instagram; Visual Discourse

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References


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DOI: https://doi.org/10.32509/petanda.v8i1.6837

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