The practice of village branding and marginalisation in Mojokerto, Indonesia
Abstract views: 250
,
PDF downloads: 253
Abstract
The background of this research is the phenomenon of villages that fail in branding and developing a positive image that causes marginalisation and stigma. The two research locations are the Sumberglagah ‘Leprosy Village’ in Tangjungkenongo and the ‘Duck Village’ in Modopuro. This study intended to answer two questions: how does it apply the place branding concept in the village scope? And more specifically, how do the village elites respond to these stigmas and discriminatory treatment the villagers receive? We used qualitative methods through interviews and questionnaires to answer these questions. This study found that the Tanjungkenongo village is known as the “Leprosy Village,” and one of the Sub-Villages in Sumberglagah is called the “Beggar Village.” On the other hand, the Modopuro village is known as the “Duck Village,” and Sememi’s Sub-Village is known as the “Chicken Intestine Waste Village.” As a response, the Tanjungkenongo Village elites tend to accept these outsiders’ perceptions towards their village. Meanwhile, the Modopuro Village Elites were divided into two groups. The elites who own related industries (duck farming, poultry slaughter, chicken intestine chips) feel comfortable with this image. In contrast, the elites who have no direct interest in the industries directly reject those outsiders’ views.
References
Al-Hamzah, M., & Prasetyo, M. (2020). Peningkatan Potensi Desa Tanjungkenongo Kecamatan Pacet Kabupaten Mojokerto Menuju Desa Wisata. Jurnal Abdi Bhayangkara, 2(01), 34–40.
Anggoro, R., & Qomaruddin, M. (2019). Associative Social Interactions of Ex-Leprosy Patients in Sumberglagah Desa of Mojokerto Regency. The Indonesian Journal of Public Health, 14(1), 129–139.
Anholt, S. (2007). Competitive Identity: The New Brand Management Nations, Cities, and Regions. USA: Palgrave Macmillan.
Apriliyati, N., & Syahida, A. (2019). Strategi Public Relation Dalam Membentuk Village Branding Wisata Kungkuk Kota Batu. JISIP: Jurnal Ilmu Sosial Dan Ilmu Politik, 8(4), 249–254.
Arianti, I., & Suwanda, I. (2020). Sikap Toleransi Masyarakat Mantan Penderita Kusta di Sub-Desa Sumberglagah Tanjungkenongo Desa Mojokerto. Kajian Moral Dan Kewarganegaraan, 8(2), 641–655.
Aryanti, T. (2015). Branding the Islamic Village: Modesty and Identity in Yogyakarta Kauman Village, Indonesia. Procedia-Social and Behavioral Sciences, 184, 126–134.
Asriandhini, B. (2021). Brand Hexagon Model: Mengangkat Identitas Lokal Sebagai Brand Value Desa Wisata. El-Hamra, 6(1), 11–18.
Aulya, N. (2016). Kajian Faktor-Faktor Eks Penderita Kusta Memilih Tinggal Di Dusun Sumberglagah Desa Tanjung Kenongo Kecamatan Pacet Kabupaten Mojokerto. Swara Bhumi, 3(3).
Bungin, B. (2007). Penelitian kualitatif; Komunikasi, ekonomi, kebijakan publik dan ilmu sosial lainnya. Jakarta: Kencana.
Cahyani, S., Imamah, N., & Wahyuni, S. (2021). Strategi Pengembangan Pengelolahan Susu Sari Kedelai di Desa Modopuro Kecamatan Mojosari Kabupaten Mojokerto. Bharanomics, 1(2), 114–120.
Charmaz, K. (2006). Constructing grounded theory: A practical guide through qualitative analysis. sage.
Diana, D. (2017). Analisis City Branding “Depok A Friendly City” Dalam Rangka Meningkatkan Minat Berkunjung Wisatawan Ke Kota Depok (Studi Pada Bappeda Dan Dinas Pemuda Olah Raga Pariwisata Seni Dan Budaya Kota Depok). Universitas Brawijaya.
Goffman, E. (1963). Stigma: Notes on the management of spoiled identity. New York: A Touchstone Book Published by Simon & Schuster Inc.
Haryo, A. (2015). Blue Eyes Syndrome Cases in the Duck Farms in the Village Modopuro, Mojosari, District Mojokerto, East Java. Jurnal Sain Veteriner, 33(1).
Hermiyanti, P., & Sari, E. (2021). Faktor Resiko Sanitasi Rumah Terjadi Penyakit ISPA di Desa Modopuro Kabupaten Mojokerto Tahun 2021. Jurnal Hygiene Sanitasi, 1(1), 1–7.
Hidayati, E. (2015). Pengetahuan dan stigma masyarakat terhadap tbc setelah diberikan pendidikan kesehatan pencegahan dan penularan. Jurnal Keperawatan Soedirman, 10(2), 76–82.
Hidayatullah, S., Windhyastiti, I., & Waris, A. (2021). Peran Daya Tarik Desa Wisata dan Community Based Tourism dalam Membangun Citra Desa Wisata. Jurnal Manajemen Dan Kewirausahaan, 9(2), 246–253.
Irawati, V., Widayanti, S., & Santoso, W. (2021). Tingkat Efesiensi Pemasaran Day Old Duck (DOD) di Modopuro Village Kabupaten Mojokerto. JURNAL AGRIBISNIS, 10(1), 1–12.
Kavaratzis, M. (2020). Is ‘City Branding’Worth Re‐Visiting?. Tijdschrift voor economische en sociale geografie, 111(1), 24-27.
Lang, J., Marta, R., & Menayang, A. (2020). Transformasi Identitas Kota Bitung Ditinjau Dari Citra Pariwisata Heksagonal Anholt. Jurnal Riset Komunikasi, 3(2), 120–139.
Luthfi, A., & Widyaningrat, A. (2018). Konsep City Branding Sebuah Pendekatan “The City Brand Hexagon” Pada Pembentukan Identitas Kota. In UNEJ e-Proceeding.
Malikhah, Z. (2020). Jemuah Pahing Sebagai City Branding Desa Menggoro Kecamatan Tembarak Kabupaten Temanggung. Jurnal Mozaik Komunikasi, 2(2).
Michandani, E., & Arida, I. (2019). Perancangan Destination Branding Desa Wisata Kerta di Kecamatan Payangan Kabupaten Gianyar. Jurnal Destinasi Pariwisata, 7(1), 111.
Miles, M., & Huberman, A. (1994). An expanded sourcebook: Qualitative data analysis (2nd Edition). In Sage Publications. https://doi.org/10.1016/0149-7189(96)88232-2
Ra’is, D. (2018). Kebijakan Pemberdayaan Masyarakat Dalam Perspektif Asas Rekognisi Dan Subsidiaritas Undang-Undangdesa Nomor 6 Tahun 2014. Reformasi, 7(1).
Raju, M., Rao, P., & Mutatkar, R. (2021). Results of Community Action against Leprosy Stigma in Uttar Pradesh. Indian J Lepr, 93, 129–142.
Rakhmat, J. (2003). Psikologi Komunikasi. Rosdakarya.
Rijali, A. (2019). Analisis data kualitatif. Alhadharah: Jurnal Ilmu Dakwah, 17(33), 81–95.
Shobibah, P. (2014). Politik Identitas Eks Penderita Kusta Dusun Sumberglagah. Jurnal Paradigma, 2(1).
Sottie, C., & Darkey, J. (2019). Living with stigma: Voices from the Cured Lepers’ village in Ghana. Social Work in Health Care, 58(2), 151–165.
Susilo, D., Hidayat, E., & Marta, R. (2021). Village public innovations during COVID19 pandemic in rural areas: Phenomena in Madura, Indonesia. Cogent Social Sciences, 7(1), 1905919.
Susilo, D., Putranto, T. D., Neu, M. T. L. M., & Navarro, C. J. S. (2020). Nagekeo women's cultural struggle as a flores sub-culture against the flow of civilization's progress. Bricolage: Jurnal Magister Ilmu Komunikasi, 6(01), 001-015.
Susilo, D. (2022). The Meaning of Air Jordan Sneakers for Air Jordan Sneakers Users in Indonesia. Jurnal Audience: Jurnal Ilmu Komunikasi, 5(1), 16-25.
Syafii, M. (2020). Sungai Ledeng Tercemar Limbah Usus Ayam, Polisi dan Pemkab Turun Tangan. https://regional.kompas.com/read/2019/11/09/09180621/sungai-ledeng tercemar-limbah-usus-ayam-polisi-dan-pemkab-turun-tangan?page=all
Taylor, S., Bogdan, R., & DeVault, M. (2015). Introduction to Qualitative Research Methods: A Guidebook and Resource (4th Edition). New York: John Wiley & Sons.
Wahyuningsih, R., & Pradana, G. (2021). Pemberdayaan Masyarakat Desa Hendrosari Melalui Pengembangan Desa Wisata Lontar Sewu. Jurnal Publika, 9(2).
Wandari, L. (2014). Pengaruh City Branding “Shining Batu” Terhadap City Image Dan Keputusan Berkunjung Wisatawan Ke Kota Batu Tahun 2014. Brawijaya University.
Yamin, M. (2020). Implementasi Konsep Nation Branding Anholt dalam Penyelenggaraan Asian Games Jakarta-Palembang 2018. Indonesian Journal of International Relations, 4(2), 114–141.
Zulkarnaen, T., & Bachri, N. (2017). Model City Marketing dengan Pendekatan Anholht Nation Brand Hexagon di Kota Lhokseumawe. Jurnal Visioner & Strategis, 6(1).
Copyright (c) 2022 Jurnal Studi Komunikasi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Jurnal Studi Komunikasi is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The authors agree to the terms of this Copyright Notice, which will apply to this submission if and when it is published by this journal (comments to the editor can be added below).
