Representation of Bali in Tourism Advertisement Videos
Employing the Halliday’s theory of transitivity (1985), this study explores the representation of Balinese religion, culture, and nature in the Bali tourism advertisements videos produced by Bali’s Tourism Office, Bali Tourism Board and Ministry of Tourism of Indonesian Republic. The study reveals that the language of the advertisements mostly describes Bali in terms of material process, mental and relational process. In terms of relational process, the beauty of Bali’s culture and nature is capitalized and portrayed as having certain kind of qualities: indicated by the use of adjectives typical to tourism advertisement such as mesmerizing, exotic, unique, etc. and it is constantly defined as paradise. A stark difference, however, occurs in terms of the participants of the clause. In the advertisement produced by the Bali Tourism office, the participants having the role of ‘actors’, ‘senser’ and ‘carrier’, are Balinese people, Bali’s nature, and culture. The advertiser, taking the position of ‘we’, the Balinese, speaks to the world, explaining their home island, culture and belief. On the other hand, the more ‘mainstream’ advertisements of Bali, give more to the prospective tourists, addressed as ‘you’. Here the tourists are the actors and sensers of everything Bali can offer. Bali is depicted as purely a travel destination that can satisfy the visitors and in the position of passive ‘phenomenon’ and ‘goals’. The advertisers are taking the position of ‘the travel agent’, the third party that promotes Bali
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