THE REPRESENTATION OF INDONESIA THROUGH TOURISM IN WONDERFUL INDONESIA: FINDING INDONESIA TV COMMERCIAL

The variety of islands and cultural diversity in Indonesia attract tourist to come and enjoy it. The unique characteristic of Indonesia makes the official or the government eager to promote Indonesia more and more. Thus, it inspires Ministry of Tourism to make it as a tourism strategy for Indonesia to promote itself internationally as one of the tourism destination. Wonderful Indonesia: Finding Indonesia as the object in this study, in branding the tourism in Indonesia (Pesona Indonesia Hadir Dampingi Wonderful Indonesia n.d.), refer to: culture, nature, and creative man made.In order to answer the problem of this study, the writer uses Simon Anholt theory of place identity supported by three codes of television production by John Fiske; reality, representation, and ideology. The result shows that the dominant nature presented in this commercial focus on eastern part of Indonesia; for example Papua and East Nusa Tenggara. It could be said this commercial define and presents Indonesia in exotic way. Nevertheless, the culture presented in this commercial is not following the dominant nature which is in eastern part of Indonesia