From Tradition To Trend: The Evolution Of East Sumba Ikat Weaving In The Age  Of Social Media

Ferly Tanggu Hana; Prahastiwi Utari; Sri Hastjarjo; Andre N. Rahmanto

Authors

Ferly Tanggu Hana Sebelas Maret University
Prahastiwi Utari Sebelas Maret University
Sri Hastjarjo Sebelas Maret University
Andre N. Rahmanto Sebelas Maret University

Keywords:

Ikat Weaving, East Sumba, Tourism, Promotion, Social Media.

Abstract

Sumba Island, particularly East Sumba Regency, has recently emerged as a popular tourist destination in NTT Province, Indonesia. The promoted tourist attractions, especially through social media also vary from natural to cultural tourism. Among the cultural products available are traditional ikat textiles. Ikat weaving is a customary art form of the East Sumba people and a sought-after souvenir for tourists in this region. Originally utilized for traditional rituals such as marriage and death ceremonies, ikat weaving has now become a prominent tourist commodity in East Sumba. Therefore, this article aims to examine the existence of ikat weaving in East Sumba tourism promotion from a communication viewpoint in the age of social media. This research was conducted with a qualitative approach and used the case study method. The theory of diffusion of innovation discovered by Everett Rogers is used in this article to analyze the changes that occur in ikat weaving in the context of tourism promotion in East Sumba. The four main elements to be analyzed according to the theory are time, innovation characteristics, communication channels, and social systems related to ikat weaving and tourism in East Sumba.

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