Representasi Visual Usada Tapa Brata dalam Komunikasi Pemasaran Digital Bali Eling Spirit
DOI:
https://doi.org/10.37329/jpah.v10i4.5661Keywords:
Visual Representation, Usada Tapa Brata, Digital Marketing Communication, Bali Eling Spirit, Cultural SpiritualityAbstract
The transformation of digital communication has reshaped the ways intangible cultural heritage is communicated and represented to global audiences, including spiritual and healing practices rooted in Balinese local wisdom. This study aims to analyze the visual representation of Usada Tapa Brata, a traditional Balinese spiritual and healing practice, in the digital marketing communication of Bali Eling Spirit, and to explain how spiritual meanings are constructed through visual elements, narratives, cultural symbols, and digital experiences. The study employed a qualitative approach within a constructivist paradigm using cyber media analysis. Data were collected through observations of Bali Eling Spirit’s digital content, digital documentation, and in-depth interviews with managers and practitioners. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña, while the findings were interpreted based on Stuart Hall’s Representation Theory integrated with the concept of digital marketing communication. The findings reveal that the representation of Usada Tapa Brata is constructed through the integration of meditation imagery, Balinese natural landscapes, cultural symbols, reflective narratives, storytelling, and testimonials, which collectively convey meanings of holistic healing, self-discipline, consciousness transformation, and harmony among humans, nature, and the spiritual realm. The findings also demonstrate that digital marketing communication functions not only as a promotional medium but also as a form of cultural representation that translates Balinese Hindu values for broader audiences. This study contributes to the literature on culture-based digital marketing communication by demonstrating the relationship between visual representation, spiritual meaning, and communication strategies in shaping cultural identity within digital spaces.
References
Aliyah, A., Kartini, R. A., Amanda, A., & Sartika, T. T. D. (2025). Stimulating Tourists’ Imagination: The Role of Visual Communication in Managing Storynomic Tourism Strategies in the Digital Age. Global Insights in Management and Economic Research, 1(2), 44-48.
Arida, N. S., Nugroho, S., Rusadi, N. W. P., Saputra, I. G. G., & Saputra, I. G. G. (2025). Typology Of Wellness Tourism Based On Traditional Healing in Bali. Journal of Applied Sciences in Travel and Hospitality, 8(2), 199-210.
Astari, A. R., Shilfa, I., Aulia, O. A., Hanafiah, T., & Purwanto, E. (2025). Strategi Branding Budaya Dalam Media Digital Oleh Pemerintah Daerah. Journal of Technology and System Information, 2(3), 1-12.
Bay, C. (2017). Makeover Accounting: Investigating The Meaning-Making Practices Of Financial Accounts. Accounting Organizations And Society, 64, 44-54.
Bhatia, T. K., & Samar, R. G. (2019). Advertising God in Hinduism and Islam. World Englishes, 38(3), 535-551.
Boonplook, K., & Boonyanmetaporn, W. (2024). Communication Strategy Of Wat Phra Sri Maha Uma Devi As A Hindu Tourism Destination in Bangkok. Jurnal Kajian Komunikasi, 12(2), 159-171.
Fauziah, A. N., Rohman, A. A., Monida, W. O. G., & Hariyanti, N. (2020). Wayang Ukur Sebagai Media Representasi Indonesia. Channel Jurnal Komunikasi, 8(1), 43-50.
Fianto, L., & Ghofur, M. A. (2023). Commodification of Religion: Disruption and Shallowing of Religious Values in the Digital Era. The Sunan Ampel Review of Political and Social Sciences, 3(1), 33-44.
Holloway, J. (2003). Make-Believe: Spiritual Practice, Embodiment, and Sacred Space. Environment and Planning A Economy And Space, 35(11), 1961-1974.
Huri, V. S., Andriana, A. R., Sarbini, A., & Setiawan, A. (2025). Fenomena Cyber Religion Dalam Transformasi Praktik Keberagamaan di Era Digital (Studi Kasus Komunitas Shift). RIGGS: Journal of Artificial Intelligence and Digital Business, 4(4), 2629-2636.
Istri, I. G. A. I. A. G., Winanti, N. P., Renawati, P. W., Miartha, W., & Girinata, I. M. (2022). Orientasi Kepemangkuan Dalam Meningkatkan Kesehatan dan Kesadaran Spiritual di Kelurahan Tonja Kecamatan Denpasar Utara. Sevanam Jurnal Pengabdian Masyarakat, 1(2), 86-94.
Jufriyanto, J., Jauhari, M., & Wazis, K. (2025). Cultural Communication Perspective On Educational Transformation: A Critical Study Based On Representation Theory Stuart Hall. Forum Paedagogik, 16(2), 443-460.
Karmini, N. N. (2017). Fungsi Dan Makna Sastra Bali Tradisional Sebagai Pembentuk Karakter Diri. MUDRA: Jurnal Seni Budaya, 32(2), 149-161.
Karni, N. K., & Harining, N. L. S. (2022). Komunikasi Dalam Pengembangan Pasraman Sebagai Destinasi Pariwisata. Sadharananikarana: Jurnal Ilmiah Komunikasi Hindu, 4(2), 727-737.
Mohamed, K. M. M. (2025). Visual Storytelling And Cultural Connection In GCC Social Media Advertising. Frontiers in Communication, 10, 1584156.
Najiha, R. (2025). Agama dan Kemajuan Teknologi Digital: Digital Religion dan Media Sosial. Mozaic: Islamic Studies Journal, 4(2), 1-14.
Noorzeha, F., & Lasiyo, L. (2023). Memayu Hayuning Bawana: Memahami Esensi Gotong Royong Dalam Nilai Kearifan Lokal Masyarakat Jawa. Sanjiwani: Jurnal Filsafat, 14(2), 109-122.
Nugroho, C., & Kusuma, I. P. (2023). Identitas Budaya Banyumasan Dalam Dialek Ngapak. Jurnal Ilmu Komunikasi, 21(2), 333-333.
Setyaningsih, S., & Perbowosari, H. (2022). Pembentukan Sikap Religius Anak Melalui Pembacaan Sloka Bhagawadgita Di Pasraman Indraprasta. Vidya Samhita Jurnal Penelitian Agama, 8(1), 39-46.
Sudiani, N. N., Sihombing, A. A., Saklit, I. W., & Hemamalini, K. (2022). The Implementation Of Brata Śivalatri Values For Human Being In The Covid-19 Era. Vidyottama Sanatana International Journal of Hindu Science and Religious Studies, 6(2), 235-245.
Sumadewa, I. N. Y., Hasbullah, H., Febriana, W., & Noviansyah, N. (2025). Pentingnya Desain Kampanye Merek dalam Meningkatkan Kesadaran dan Loyalitas Konsumen. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(1), 497-506.
Takbir, M., & Mirandy, I. S. (2025). Subjek Religius Dalam Algoritma Masyarakat Digital. PAPPASANG, 7(2), 314-327.
Widyawati, A. A. A. A., & Gaduh, A. W. (2023). Menggali Fungsi dan Makna Bale Gading Dalam Upacara Dewa Yadjna. Sphatika Jurnal Teologi, 14(2), 200-216.
Wijaya, B. S., Tripoli, F., & Wahyuni, H. I. (2020). Nilai-Tanda Sebagai Jantung Makna Relasi Konsumen dan Merek. Jurnal Ilmu Komunikasi, 17(2), 181-192.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Made Ika Kusuma Dewi, Anggara Putu Dharma Putra, I Gede Suwantana
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
An author who publishes in the Jurnal Penelitian Agama Hindu agrees to the following terms:
- Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
- Author is able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book) with the acknowledgement of its initial publication in this journal.
- Author is permitted and encouraged to post his/her work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work (See The Effect of Open Access).
Read more about the Creative Commons Attribution-ShareAlike 4.0 Licence here: https://creativecommons.org/licenses/by-sa/4.0/.
