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Making the Local Transformative: A Critical Discourse Analysis of Banyuwangi’s cultural policy

This article analyzes the AAA’s statements delivered in his speeches from 2011 to 2012 about a new cultural policy of Banyuwangi. Using Fairclough’s critical discourse analysis, I will explore how local cultural discourses are constructed in a variety of his statements. These statements were the basic concepts of his cultural policy which was implemented in various cultural agendas in B-Fest since 2012. The formation, of course, cannot be separated from the frame of tourism industry in national and global scope. Following the framework of Fairclough’s Critical Discourse Analysis (CDA), I will combine textual, discursive practice, and contextual analysis. Textual analysis examines the process of forming discourses on local culture in the midst of tourism as AAA has expressed in his speeches. Discursive practice focuses on the artist's response to the cultural policies adopted by Regent AAA. The last is contextual analysis of the real conditions of local culture and its perpetrators, bureaucratic institutions, and the global tourism industry that lays the ground for exploring critically how broader ideological and political interests are negotiated through cultural policy in Banyuwangi. The result of this study shows that Banyuwangi’s cultural policy under AAA regime uses a transformation mode which change the physical appearance of the local cultures with glamorous style. With glamorous new look based on traditional cultural diversity of Banyuwangi, especially Using cultures, carnival is not only becoming fashion show. Fashion carnival that still carries the characteristics of art form or ritual that live in society would be more attractive and luxurious so that will attract the interest of foreign or domestic tourists who yearn for the exotic society and local cultures.