Agi Ginandjar


This paper discusses the communication of cultural heritage in adolescents, in particular information on the cultural heritage of the kingdom of Majapahit in Trowulan, East Java, Indonesia. In the context of public archaeology, public communication is no longer presented in mind-numbing information; instead the information is presented to increase positive attitude and behavior toward the cultural heritage. In the context of marketing communication, the submission of information that is in accordance to the consumers’ or visitors’ wishes can no longer be fulfilled merely by the facts, but also by presenting the information through underdog or topdog stories or narrations. The objective of the research in this paper is to verify the influence of information on Majapahit cultural heritage in the form of narration on public attitude, visit intention, and pride. The research used 3x1 experiment design between participants. The findings of the research verified that the influence of cultural heritage information in the form of topdog narration directly increased the participants’ attitude and visit intention on the Majapahit relics in Trowulan. Additionally, topdog narration formed cultural heritage information also increased the participants’ pride on Indonesia.


Cultural heritage; public archaeology; experiment; narration, underdog, topdog

DOI: http://dx.doi.org/10.17510/paradigma.v8i1.154

Full Text:



Ashton-James, C.E. dan Jessica L. Tracy. 2012. Pride and Prejudice: How feelings about the Self Influence Judgements of Others. Personality and Social Psychology Bulletin 38, no. 4: 466–76.

Chronis, Athinodoros. 2005. Our Byzantine Heritage: Consumption of the Past and Its Experiential Benefits. The Journal of Consumer Marketing 22, no. 4: 213–222.

Chronis, Athinodoros. 2006. Heritage of the Senses: Collective Remembering as an Embodied Praxis. Tourist Studies 6, 267–296.

Fishbein, Martin dan Icek Ajzen. 1975. Belief, Attitude, Intention and Behavior: An introduction to Theory and Research. Reading. MA: Addison-Wesley.

Fishbein, Martin dan Joseph N. Cappella. 2006. The Role of Theory in Developing Effective Health Communications. Journal of Communication 56, S1– S17.

Hayes, Andrew F. 2013. Introduction to Mediation, Moderation, and Conditional Proses Analysis: A Regretion – Based Approach. New York: The Guilford Press.

Paharia, Neeru, Anat Keenan, Jill Avery dan Juliet B. Schor. 2011. The Underdog Effect: The Marketing of Disadvantage Through Brand Biography. Third review at the Journal of Consumer Research 37, no. 5: 775–790.

Polyorat, Kowpong, Dana L. Alden, dan Eugene S. Kim. 2007. Impact of Narrative versus Factual Print Ad Copy on Product Evaluation: The Mediating Role of Ad Message Involvement. Psychology and Marketing 24, no. 6: 539–554.

Shanks, Michael dan Ian Hodder. 1995. Processual, Postprocessual and Interpretive Archaeologies. In Interpreting Archaeology: Finding Meaning in The Past, ed. Ian Hodder dkk, 3–28. London: Routledge.

Tracy, Jessica L. dan Richard W. Robins. 2007. The Psychological Structure of Pride: A Tale of Two Facets. Journal of Personality and Sosial Psychology 92, no. 3: 506–525.


  • There are currently no refbacks.

Copyright (c) 2018 Paradigma, Jurnal Kajian Budaya


Lisensi Creative Commons
Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional


Free counters!View My Stats