SOSHUM : Jurnal Sosial dan Humaniora

Empowering Women in Indonesia’s Tourism Villages: The Role of MSMEs in Economic Development

Dini Anggraeni Sirad — 2025-03-31

The rapid increase in women's employment opportunities in Indonesia’s tourism sector, particularly in the informal sector, highlights their crucial role in the economic development of tourism villages. This study examines women's participation in the hotel industry and their adaptation and innovation in micro, small, and medium enterprises (MSMEs) across Bali, Banyuwangi, Banten, and Jogja. Using participant observation, in-depth interviews, and documentation studies, the research finds that women play strategic roles as business managers, tourism drivers, and cultural preservers. However, challenges such as limited capital access and market constraints persist, influenced by resource availability, infrastructure, local culture, and market potential. Despite these barriers, women leverage government and private sector training programs to enhance their skills and overcome obstacles. Strengthening women’s empowerment in tourism villages is essential for sustaining local economic growth and improving community welfare.

Halal Tourism Policy in the Southeast Asian Countries

Ali Muhyidin — 2025-03-31

Economic growth and global population expansion have created significant opportunities for the halal tourism industry. As home to the world's largest Muslim population, Southeast Asia is positioning itself as a key destination for halal tourism. This study examines the strategies employed by Indonesia, Malaysia, Singapore, and Thailand to enhance their competitiveness in the regional and global halal tourism market. Using a comparative qualitative approach and secondary data analysis, the research finds that Indonesia leverages its cultural diversity and rich tourist attractions, while Malaysia focuses on attracting Middle Eastern tourists through targeted marketing. Despite having a smaller Muslim population, Singapore capitalizes on its strategic location, and Thailand adapts through strong government support. The findings underscore the importance of internal and institutional factors in strengthening each country's appeal as a halal tourism destination.

Branding Strategies for Candy Products on Instagram: A Consumer Culture Analysis of “KIS MINT” through @kisduludong

Kumala Hayati — 2025-03-31

Kis Mint, traditionally known as a candy brand for children, aims to expand its market reach to teenagers and adults while maintaining a competitive position in the industry. With over 163 million users, Instagram serves as a strategic platform for branding and consumer engagement. This study examines Kis Mint’s branding strategy on Instagram (@kisduludong) through the lens of consumer culture. Using a qualitative case study approach, data were collected through unstructured interviews, participant observation, and digital document analysis. The findings reveal that Kis Mint employs three key branding strategies: (1) aligning its marketing with the lifestyles of teenagers and adults who carry candy as a daily necessity, (2) catering to diverse taste preferences by offering fresh and sweet flavours for teenagers and sour variations for adults mindful of sugar intake, and (3) utilizing individual packaging to maintain a mature appeal for adult consumers. Additionally, Kis Mint maximizes Instagram’s features, particularly its feed, to highlight product benefits such as breath-freshening properties while fostering social interaction through interactive content like quizzes. These strategies collectively enhance Kis Mint’s brand positioning and engagement on social media.

Ideology, Power, and Policy: A Discourse Analysis of the Merdeka Belajar Curriculum in Higher Education

Nur Shabrina Atsarina Ramadhani — 2025-03-31

As the highest authority in Indonesia’s education sector, Nadiem Makarim plays a crucial role in shaping the discourse on ideal education through curriculum policies. However, the implementation of the Merdeka Belajar (Independence Policy) in higher education has sparked both support and criticism. This study aims to analyze the discourse surrounding the policy’s implementation using a qualitative approach and Sara Mills’ discourse analysis framework, which examines actor positioning within texts. Research data is sourced from media texts, and the study applies Michael W. Apple’s theory of ideology and power, which argues that educational institutions not only regulate behaviour but also shape the meaning of knowledge within the curriculum. Findings reveal two key aspects of Sara Mills’ discourse analysis: position-object analysis and author-reader positioning. The study identifies the Indonesian government, represented by the Ministry of Education, Culture, Research, and Technology (Kemdikbudristek), as the dominant actor with authority over decision-making. Meanwhile, students, educators, and education practitioners serve as both implementers and beneficiaries of the policy. The research highlights how Kemdikbudristek, as a power holder, influences the discourse on ideal higher education through the Merdeka Belajar curriculum, which is shaped by various ideological factors, including the perspectives of its leadership. This study contributes to discussions on curriculum formulation in higher education and offers insights for policymakers in designing future education policies.

Implementing the "SMART" Framework for Effective Management of Inactive Archives: A Case Study of the Faculty of Economics, Universitas Negeri Semarang

Rohmawati — 2025-03-31

Effective archive management is essential for organizations, companies, and agencies to support administrative processes, decision-making, and policy development. This study aims to enhance the structuring and management of inactive records at the Faculty of Economics and Business (FEB), Universitas Negeri Semarang (UNNES) through the implementation of the SMART (Selective, Comprehensive, Active, Responsive, and Trusted) method. The research follows the ADDIE (Analyze, Design, Development, Implementation, and Evaluation) model, which provides a structured and systematic approach suitable for archival research. The findings indicate a significant transformation in archival management, making it more organized, systematic, and integrated. FEB UNNES has adopted a barcode-based classification system, facilitating more efficient retrieval of records. Identified inactive records have been systematically arranged in the FEB Record Center, located in the L3 Building, 2nd Floor. Additionally, 76 types of records have been identified for potential destruction, with consultations conducted with the UNNES Archives Technical Management Unit to ensure proper procedures. Five sets of basic data files from 2017–2021 have been submitted for disposal. The implementation of the SMART model enhances accessibility, systematization, and digitalization in archive management at FEB UNNES, providing a more efficient and reliable archival system.

Enhancing Public Information Disclosure through the Implementation of SP4N-LAPOR! Using the E-GovQual Model: A Case Study of the Pamekasan District Communications and Informatics Department

Heru Irianto — 2025-03-31

This study examines the implementation of the SP4N-LAPOR! Application using the E-GovQual model to enhance public information disclosure at the Pamekasan Regency Communication and Information Office. Employing a qualitative research method with a descriptive approach, data were collected through interviews, observations, and documentation. The study's analysis followed the data reduction, data presentation, and conclusion process. The research framework was based on the E-GovQual model, which consists of four key variables with 21 attributes. The findings indicate that the implementation of SP4N-LAPOR! Aligns with Pamekasan Regent Regulation No. 19 of 2022, which governs the Public Service Complaint Management Action Plan for 2020–2024. The analysis of the four E-GovQual variables reveals that: (1) Efficiency—SP4N-LAPOR! has enhanced the effectiveness of complaint handling and overall public service improvement; (2) Trust—the commitment of the Communication and Information Office ensures data security and proper application use; (3) Service Excellence—the system provides efficient and timely services to the community; and (4) Citizen Support—employees actively manage the application, delivering responsive and user-centred services. Overall, the implementation of SP4N-LAPOR! has significantly contributed to broader and more equitable public information disclosure, supporting sustainable governance and improved public service delivery in Pamekasan Regency.

Preserving Tradition: The Existence of Marapulai Basuntiang in Nagari Muara Sakai Inderapura

Engla Gusri Wulandari — 2025-03-31

This study examines the preservation of the Marapulai Basuntiang tradition in Nagari Muara Sakai Inderapura, West Sumatra, and its adaptation to modernization challenges. Using a qualitative approach, data were collected from 25 key informants, including traditional leaders, community figures, and married couples, covering the period from 2016 to 2023. The findings indicate a significant decline in participation, from 50 cases in 2016 to only 20 cases in 2023, due to factors such as lengthy implementation processes, financial constraints, weakened traditional sanctions, and perceived incompatibility with modern lifestyles. Despite these challenges, the study identifies innovative strategies for preserving the tradition, including modifications to traditional accessories, the use of social media for promotion, and collaborations between traditional institutions and educational sectors. These adaptations demonstrate how cultural heritage can be maintained while evolving to fit contemporary societal contexts. The findings offer valuable insights for communities seeking to sustain traditional practices amid modernization, providing a model for cultural resilience and continuity.

Germany's Interest in Indonesia: Postcolonial Analysis of the Documentary Film Riders of Destiny

Hasta Aisyah Trida Pramita — 2025-03-31

This research critically examines Riders of Destiny (2019), a German documentary film about the pacoa jara, a horse racing tradition in Sumbawa, Indonesia, focusing on its portrayal of child exploitation. The film highlights the risks to child jockeys, such as injury and interrupted education, framing the practice as a violation of children’s rights. However, it oversimplifies the issue by neglecting the tradition’s historical, cultural, and economic context. Using postcolonial theory to analyse the film’s content, concept, and context, this research explores how the documentary reflects German interests in shaping global perceptions of non-Western cultures. The film’s content, shaped by selective interviews and imagery, emphasises the negative aspects of the practice, while its concept frames the tradition as a moral failure in need of reform. The context is largely ignored, with the film overlooking pacoa jara’s cultural significance within local communities and its role in family economics and social identity. This research concludes that Riders of Destiny serves as a tool for promoting Western child protection ideologies, positioning Germany as a moral authority while marginalising local cultural perspectives. This research does not intend to support child exploitation but rather seeks to explore how the practice of child jockeying is culturally perceived by the local community, which cannot be understood in a singular, Westernised way. Therefore, this study contributes to the existing literature on postcolonial theory by uncovering how media perpetuates modern forms of cultural influence that sustain postcolonialism.

English Communication in Tourism: A Qualitative Study on Applied Linguistics and Tour Guides

I Nengah Laba — 2025-03-31

Bali's tourism industry heavily relies on international visitors, making English proficiency essential for tour guides who serve as cultural ambassadors. This qualitative study examines the relationship between applied linguistics principles and the English communication skills of tour guides at PT. Indo Bali Tours. Through semi-structured interviews and observations, the study explores key linguistic aspects, including vocabulary usage, discourse structuring, and pragmatic competence. Findings indicate that a lack of specialized tourism vocabulary often leads to oversimplification of complex cultural and historical narratives. Additionally, language anxiety negatively impacts fluency and engagement. These insights underscore the need for structured, tourism-specific language training programs that integrate applied linguistics principles to enhance communication effectiveness. By bridging the gap between applied linguistics and the tourism industry, this study offers practical recommendations for improving English proficiency among tour guides, ultimately enriching the visitor experience.

The Concept of Sura in Kakawin Surantaka: Matrix and Models Analysis Based on Riffaterre's Semiotic Approach

Ida Bagus Anom Wisnu Pujana — 2025-03-31

Kakawin Surantaka is an Old Javanese poetic work composed in Bali, depicting a fragment of the Mahabharata during the Pandavas' exile in the forest. The narrative centres on Arjuna, who encounters and triumphs over various adversaries throughout his journey. This study explores the concept of sura (heroism) in the text, as it embodies significant heroic values that remain relevant in fostering patriotism today. Using a qualitative approach, this research employs descriptive analysis and Riffaterre’s semiotic framework, focusing on the matrix, models, and variants within the literary structure. The study identifies key first-level models representing sura, including pĕjah (death), wira (bravery), anugraha (blessing), and śakta (devotion or abandonment). These concepts are then re-actualized through their variants in the text. The findings reveal that sura in Kakawin Surantaka represents a heroic figure characterized by courage, strength, inner harmony, and spiritual blessings. Such a hero must overcome both external and internal adversaries to achieve physical and spiritual fulfilment, ultimately attaining true peace. Through the semiotic analysis of matrix, model, and variant elements, the kakawin conveys a profound moral and spiritual message: true heroism is rooted in perseverance and wisdom, leading to victory in life’s challenges.