Multimodal Discourse Analysis of Hyperreality in Internasional Gandrung Sewu 2022’s Advertisement Video

Abstract

Gandrung is one of Banyuwangi’s icons and Gandrung Sewu is one of Banyuwangi’s tourist attractions. As an icon of Banyuwangi, Gandrung has become an entry gate for more tourists to explore the other attractions. Taking place in Marina Boom Beach, Gandrung Sewu has become a tourist attraction since 2012. Gandrung dance in Gandrung Sewu’s performance has undergone modifications to meet the needs of the tourism industry. In fact, Gandrung Sewu helps the regional income of Banyuwangi Regency continuously increase. Because of the changes, I assume the Banyuwangi government wants to form a new meaning of Gandrung through the Internasional Gandrung Sewu 2022 advertisement video. Besides, there is also a possibility of the hyperreality concept depicted in the same video because the concept supports exaggerated consumption.