Gandrung Dance as Cultural Identity in Image Construction of Banyuwangi Regency, East Java

摘要

Nowadays many regions compete to attract tourism, investments, residents and others that could drive the region development. It is important for a region to have identity as differentiatior from others that could become the direction of planning and implementing various actions to support the accomplishment of the region's vision. Banyuwangi Regency, East Java, form its identity by utilizing the notable regional cultural assets. The formation of Gandrung dance as Banyuwangi identity is not an easy process given that there are many other regions with similar potential and development. The research question is how Banyuwangi forms Gandrung dance as its regional identity. The aim is to reveal the representation form of the aesthetic orientation of Gandrung dance in the Banyuwangi image construction. This study uses qualitative paradigm with phe-nomenological approach. The data collecting was carried out through interview, participant observation, document search, and the matrix analysis model for data analysis. Gandrung dance has become Banyuwangi identity which was formed through the image communication activities by transforming Gandrung dance into visual identity that was applied to various visual communication media. The results are useful for regional planners and stakeholders in establishing their region image through the use of the regional cultural assets.