ANALISIS SEMIOTIKA FOTO TRADISI NGUSABHA BUKAKAK DI MEDIA ONLINE RADAR BALI DAN KORAN BULELENG

Abstract

Ngusabha Bukakak is a form of Yadnya performed by the Hindu community as an offering to Ida Sang Hyang Widhi Wasa and all His manifestations. This study analyzes the representation of the Ngusabha Bukakak tradition in the news coverage of Radar Bali and Koran Buleleng through a semiotic approach. The purpose is to understand the construction of cultural meaning through visual elements, texts, and symbols, using the theories of representation, social reality construction, semiotics, and Hovland’s S-O-R model. The findings show that news coverage not only disseminates information but also shapes public perceptions of spiritual, social, and economic values. Both media play a role in constructing social reality for readers through engaging and persuasive presentation strategies. Visual elements are proven effective in increasing community engagement and strengthening the preservation of the Ngusabha Bukakak tradition in the digital era.