Yowis Ben Film as a Communication Media for Malang City Tourism Promotion

Abstract

Yowis Ben's film, which raises regional languages and iconic places in Malang City, creates a phenomenon that makes the audience amazed when they see several locations of Yowis Ben's films that take pictures in iconic places in Malang City and the use of regional languages, namely Javanese and Sundanese, in almost the entire dialogue in film. This study uses Media Theory (Medium Teor) to show that film industry can have a positive impact on the development of tourism and culture.  The appearance and grammar in the film can evoke a sense of pride and curiosity about the culture, customs, and traditions that are embodied in the script and storyline of the film. This shows that the film industry can have a positive impact on tourism and cultural development, and films can also be used for promotional media or tourism advertising. This study aims to find out how films can be a communication medium in an area. Using descriptive qualitative methods by conducting film study and literature studies, the results of the research show that the Yowis Ben 1 and 2 films as one of the mass communication media can reach the community effectively so that they can move people to make tourist visits and are proud to use regional languages as depicted in the film.

Keywords — Communication Media, Film Yowis Ben, Malang