Institutional Repository UIN Sunan Kalijaga YogyakartaBRANDING DIGITAL IDENTITAS BUDAYA YOGYAKARTA MELALUI BUSANA ADAT JAWA DI INSTAGRAM (STUDI PADA AKUN @ells.picture)NIM.: 22107030084Hasmarini FakhrunnisaauthorYogyakarta is one the regions in Indonesia that has rich Javanese cultural heritage, especially traditional clothing that reflects philosophical values and cultural identity. In the era of social media, traditional culture has also become part of digital branding. The Instagram account @ells.picture present photography content featuring Yogyakarta traditional Javanese clothing in an aesthetic and modern style that attracts younger generations and tourist. This study aims to analyze how the digital branding of Yogyakarta's cultural identity is built through the representation of Javanese traditional clothing on the @ells.picture Instagram account. This study uses a qualitative approach with a descriptive method. The data collection technique was carried out through interviews, observations, and documentation of Instagram content @ells.picture. Data analysis was carried out using Struart Hall representation theory and digital branding concepts to understand how cultural meaning is constructed through visuals, captions, and interactions on social media. The results of this study show that the Instagram account @ells.picture consistently builds digital branding through the visualization of Javanese traditional clothing that is packaged aesthetically and communicatively. Visual elements such as clothing, historical backgrounds, and poses are the main aspects in representing Javanese cultural values such as politeness, elegance, and harmony, which are then strengthened by caption that is simple and informative. Digital branding on Instagram not only increases tourist attraction, but also contributes to strengthening cultural image and supporting the promotion of culture-based tourism in the digital era. Keywords: Digital branding, cultural identity, Javanese traditional clothing, representation, Instagram.Ilmu Komunikasi2026-05-25UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS ILMU SOSIAL DAN HUMANIORAThesis

For work being deposited by its own author: In self-archiving this collection of files and associated bibliographic metadata, I grant Institutional Repository UIN Sunan Kalijaga Yogyakarta the right to store them and to make them permanently available publicly for free on-line. I declare that this material is my own intellectual property and I understand that Institutional Repository UIN Sunan Kalijaga Yogyakarta does not assume any responsibility if there is any breach of copyright in distributing these files or metadata. (All authors are urged to prominently assert their copyright on the title page of their work.)

For work being deposited by someone other than its author: I hereby declare that the collection of files and associated bibliographic metadata that I am archiving at Institutional Repository UIN Sunan Kalijaga Yogyakarta) is in the public domain. If this is not the case, I accept full responsibility for any breach of copyright that distributing these files or metadata may entail.

Clicking on the deposit button indicates your agreement to these terms.