Membedah Strategi Komunikasi Pemberdayaan Pasar Papringan Melalui Digital Place Storytelling
Abstract
Community participation is the most important part of creating a community- based development model by empowering the community. The phenomenon and development of community empowerment activities have led to a variety of models carried out by development actors, including by Pasar Papringan as a rural creative hub in Temanggung Regency. In communicating the revitalization movement of their village, the Pasar Papringan utilizes an empowerment communication strategy through digital place storytelling. Empowerment communication through storytelling is a strategic tool to improve the reputation of a place when it comes to forming engagement with its stakeholders and generating economic opportunities in the digital era. Through digital media, people are encouraged to tell stories about products and share experiences with each other. A qualitative research approach is carried out to explore empowerment communication strategies through the Place Storytelling Management model that integrates communication science, marketing management of a place and community empowerment, so that it will create every stakeholder involvement in the empowerment process of rural creative economy communities. Place storytelling management which is usually applied to the concept of corporate storytelling will be used as a framework. As a result, this study provides important insights into the model of digital place storytelling in empowerment communication strategies to create relationships and engagement from the perspective of a place manager.
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