The Visual Grammar Analysis of Meras Gandrung

Abstract

This article deals with the investigation of the constructed meaning behind the weekly performance of Meras Gandrung in Terakota, which is also shown on YouTube. The aim of this study is to examine the transformation of the Meras Gandrung tradition into a performance for tourist attractions. This study uses the Visual Grammar theory by Kress & van Leeuwen (2006) to reveal the issue of reconstructing Meras Gandrung culture to be enjoyed by tourists. The data is collected from online media of YouTube by selecting 13 scenes, which create the structure of the performance. The results of this study show the two aims of cultural modification in Meras Gandrung. The first proves that the modification of Meras Gandrung creates an attractive spectacle to promote the gandrung traditions to the wider community. The second shows that cultural tourism brings the modification of Meras Gandrung culture to be a weekly performance for tourist attractions.