Pengembangan Konten Kreatif berbasis Cerita Lokal sebagai Upaya Branding Desa Cisaat, Subang Jawa Barat

Abstract

Fakultas Bahasa dan Seni turut bersinergi mewujudkan program desa binaan Universitas Negeri Jakarta di Desa Cisaat, Subang Jawa Barat sebagai desa wisata edukasi. Tujuan dari kegiatan pengabdian pada masyarakat yang berjudul Branding Desa Wisata Edukasi Cisaat: Promosi Budaya melalui Pengembangan Konten Kreatif Cerita Lokal berbasis Media Sosial adalah mengoptimalisasi kompetensi generasi muda Desa Cisaat dalam upaya branding desa wisata edukasi melalui pelatihan promosi budaya berupa pengembangan konten kreatif cerita lokal berbasis media sosial. Hal ini dilakukan berdasarkan analisis kebutuhan dan situasi (terkait kebutuhan promosi budaya sebagai upaya penjenamaan/branding desa) melalui observasi langsung lokus pengabdian dan wawancara dengan aparatur desa serta perwakilan POK DARWIS (Kelompok Sadar Wisata) desa Cisaat, Subang Jawa Barat. Metode yang digunakan adalah eksperimental partisipatori, dimana para peserta pelatihan terlibat dan berpartisipasi secara aktif dalam setiap kegiatannya. Pelatihan cara mempromosikan budaya lokal melalui pengembangan produk konten kreatif cerita lokal berbasis media sosial dilakukan untuk tidak hanya menguak potensi budaya yang belum tereksplorasi mendalam, tetapi juga mengalihwahanakan cerita lokal tersebut ke dalam bentuk konten kreatif. Pada tahun pertama kegiatan dilaksanakan dengan memberikan pelatihan penulisan konten kreatif berupa narasi dan visual. Kegiatan ini diikuti peserta berusia 15-18 tahun dari kampung Cisaat dengan antusias dan menghasilkan konten kreatif mengenai cerita lokal Desa Cisaat.

Kata kunci— Konten kreatif, Cerita lokal, Branding

Abstract

The Faculty of Language and Arts has also worked together to create a village program fostered by the Jakarta State University in Cisaat Village, Subang, West Java, as an educational tourism village. The purpose of the community service activity entitled, “Cisaat Educational Tourism Village Branding: Cultural Promotion through the Development of Social Media-based Local Stories Creative Content” is to optimize the competence of the Cisaat Village's young generation in branding educational tourism villages through cultural promotion training in the form of developing story creative content. local based social media. This was done based on a needs and situation analysis (related to the need for cultural promotion as an effort to brand/village branding) through direct observation of the locus of service and interviews with village officials and representatives of POK DARWIS (Tourism Awareness Group) Cisaat village, Subang, West Java. The method used is participatory experimental, where the trainees are involved and actively participate in each activity. Training on how to promote local culture through the development of creative content products for local stories based on social media is carried out to not only reveal cultural potentials that have not been explored in depth, but also to transform these local stories into creative content. In the first year, the activity was carried out by providing creative content writing training in the form of narrative and visual. This activity was followed by participants aged 15-18 years from Cisaat village enthusiastically and producing creative content about local stories from Cisaat Village.

Keywords— Creative content, Local stories, Branding