Language, Power, and Tourism: Media Representation of FORNAS KORMI as a Branding Strategy for Lombok, West Nusa Tenggara
DOI:
https://doi.org/10.56724/gendis.v3i2.314Keywords:
media discourse, tourism branding, critical discourse analysisAbstract
This study examines how online media construct the representation of the National Recreational Sports Festival (FORNAS) organized by KORMI as a strategic instrument for tourism branding in Lombok, West Nusa Tenggara. Using Norman Fairclough’s Critical Discourse Analysis (CDA), the research explores linguistic choices, framing strategies, and discursive practices employed by national and local media in shaping public perceptions of the event. The analysis draws on news articles published between January and August 2025, covering pre-event, implementation, and post-event phases. Findings reveal that media discourse consistently links FORNAS with Lombok’s tourism identity, portraying the event as a celebration of cultural richness, natural beauty, and regional progress. Through selective diction, metaphors, and narrative structures, media outlets emphasize themes of festivity, economic benefit, and destination appeal while marginalizing critical issues such as infrastructure challenges and environmental concerns. The dominance of official voices further reinforces power relations that privilege government and tourism-industry interests. This study concludes that media coverage does not merely inform audiences but actively constructs symbolic meanings that strengthen Lombok’s branding as a leading sport-tourism destination. The findings underscore the strategic role of language, power, and discourse in shaping tourism imaginaries and policy directions.
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Copyright (c) 2025 M Natsir Amir, Nuryansyah Adijaya, Yasir Riady, Atika Salman Paris, Muhammad Firman Karim
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