Structured Cultural ExStructured Cultural Exploitation in Herbal Medicine Advertising on Radio: A Critical Discourse Analysis of Local Cultural Representation in Central Java Broadcastingploitation in Herbal Medicine Advertising on Radio: A Critical Discourse Analysis of Local Cultural Representation in Central Java Broadcasting

Intan Nurlaili; Teguh Priyo Sadono

doi:10.59890/ijaamr.v4i7.258

Authors

Intan Nurlaili Universitas 17 Agustus 1945 Surabaya
Teguh Priyo Sadono Universitas 17 Agustus 1945 Surabaya

DOI:

https://doi.org/10.59890/ijaamr.v4i7.258

Keywords:

Commodification; Hegemony; Exploitation; Representation; Broadcasting.

Abstract

This study examines how herbal medicine advertisements on Central Java radio stations utilize Javanese cultural elements to establish product legitimacy and authenticity. By employing regional languages, traditional healer figures, and ancestral wisdom narratives, these advertisements construct health claims beyond scientific validation. Using Fairclough's Critical Discourse Analysis integrated with theories of representation, commodification, hegemony, myth, and popular culture, the study analyzed 24 advertisements from 12 herbal brands broadcast during 2024–2025. The findings reveal a systematic process of Structured Cultural Exploitation (SCE), characterized by the symbolic use of local culture, commodification of cultural heritage, unequal power relations, cultural hegemony, and the transformation of cultural identity into economic value. This process contributes to the fossilization, simplification, and privatization of authentic Javanese cultural heritage. Therefore, the study highlights the need for stronger broadcasting regulations and cultural representation standards to protect local cultural authenticity from commercial exploitation.

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