Local Food Enhancement with Social Media to Support

“Pulauku Nol Sampah” Movement in Pramuka Island

Sari Wulandari

New Media Program, Visual Communication Design Department, School of Design, Bina Nusantara University, Jakarta,

Indonesia 11480

Keywords: Social Media, Local Waste Campaign.

Abstract: Waste is a global problem. It contaminates land, water and air. With the case study on Pramuka Island, several

facts show that waste affect the survival of marine life, ecology, human life, influenced the environment in

the sea and inland. There is a permaculture community in Pramuka Island who is active in reducing their own

waste every day and promotes local culinary that use local ingredients and environment-friendly packaging.

Local culinary has the potential to attract tourist. The community try to get millennials as they loves to travel,

try new things, and live closely with social media. This research studied on how the social media can enhance

local food to support Pulauku NOL Sampah movement. The research method is qualitative with ethnographic

approach to understand a process. Circuit of Culture used in analyzing the culture around the local culinary

and the movement. The research outcomes are some aspects which need to be considered when delivering

messages through visual communication materials. Since a product is promoted through social media, it

should be accompanied by suitable frame of mind on the producers and the consumers. Local foods

representing an ideal lifestyle which far apart from the urban reality and the contemporary culture.

1 INTRODUCTION

Pramuka Island is one of the islands in the Thousand

Islands, the northernmost regency of DKI Jakarta. It

has a very bad condition of waste, reaching the level

of emergency. The majority of waste it has consists

of anorganic waste, which brought by the tourists who

are coming in to the island and waste that is drifting

by sea waves. With an area of 16.73 hectares of island

with 1.700 people (Kelurahan Pulau Panggang, 2017)

islander are disturbed by increasing amounts of

garbage. Unmanaged waste will result many hazards

to the environment as emergence of diseases,

contaminated groundwater and marine pollution,

disrupt living creatures in their habitats, and produce

methane gas that destroys ozone. Data from DKI

Regional Environmental Agency (Lestari, 2018)

stated that 80% plastic waste in the sea are coming

from the mainland, such as households, factories,

markets, schools. The other 20% of waste comes from

fishing activities, ships, and others. Plastic waste

cannot be decomposed in hundreds years and when it

has long exposure to sunlight, it will toxicate the

seawater and polluting the sea living things. The

condition is very dangerous since it threatens the

survival of marine biota and will further disrupt the

ecosystem. So the local government has stated a new

target for an-organic waste reduction from 143.48 ton

per day (11%) in 2017 to 356,44 ton per day (26%)

by 2022. They encouraged and enforced people not

only to the islander, but also to the wider community

in the mainland to reduce waste and sort them into

organic and an -organic trash bins. Unfortunately, the

culture of disposing garbage into the sea is still a habit

of the islanders. They sell food and instant drinks

packed with styrofoam and sachets in stalls. As a

source of food for the people of the island still

depends on the supply from the mainland of Java

Island, so the price of vegetables is relatively

expensive and get worse when bad weather come

because it could stop the supply. As a tourist

destination, many lodgings are massively built in

large number of rooms so that the soil recharge area

is decreasing and soil water discharge is running low.

There is no comprehensive understanding of the

environmental issues on islanders, both citizens and

governments. When this condition is left, then the

Pramuka Island will soon sink. People’s lifestyle

should be changing since that is the most effective

solution to counter the waste problem.

Wulandari, S.

Local Food Enhancement with Social Media to Support “Pulauku Nol Sampah” Movement in Pramuka Island.

DOI: 10.5220/0010004600002917

In Proceedings of the 3rd International Conference on Social Sciences, Laws, Arts and Humanities (BINUS-JIC 2018), pages 179-184

ISBN: 978-989-758-515-9

179

Some residents in Pramuka Island are aware of

this problem. There is a community-based

organization named Komunitas Rumah Hijau (the

Green House Community). It is a permaculture

community of mothers who are active in developing

agricultural and livestock management to improve

land quality since 2003. They have caring spirit of

nature that is one of the keys for the better future. The

regulation mentions that domestic waste must be

managed and ended within the household level.

Organic waste will be processed into compost, an-

organic waste will be reused or upcycled. Things that

could not be used anymore or in the category of

Hazardous and Toxic Substances (Bahan Berbahaya

dan Beracun or B3) will be delivered to the Bank

Sampah (a community waste bank) to be processed

there, will be sorted and sold or modified to be a new

object that has good added value. They are also doing

some gardening in their home yard, trying to grow

their own food, so hopefully will not to be depended

on the supply of the local traders whom sourced the

food they sell from the mainland. These efforts have

a broad impact in improving the quality of life such

as increasing family income, strengthening

community identity through local food as well as

cultural and eco-based tourism, and will decrease an-

organic waste as well. With diverse ethnic

backgrounds and livelihoods the general population

is fishermen, the local culinary become unique with

ingredients from around the island served on the

dishes. Actually they are preserving local culinary,

but unfortunately still limited to be consumed by

themselves. Another Rumah Hijau Community

program is a homestay management that managing

the island residents who are willing to share their

space for tourist. This program has economical and

educational agenda. Beside got some income from the

traveller, they have an elegant chance to deliver local

wisdom and do some waste management together.

From these economic activities increase net welfare

by reducing resource used and pollution along the

whole lifecycle. While increasing quality of life, it

consists action to combat climate change, promoting

resource and energy efficiency, sustainable

infrastructure, with systemic approach and

cooperation from producer to consumer. All

programs inline with Sustainable Development Goals

actions, those are Climate Action, and Responsible

Consumption and Production as well (United

Nations, 2018).

To strengthening and accelerating the many

Rumah Hijau Community programs, aikon Pesé, a

cultural intermediaries group whose active in

environmental conservation, initiated a movement

named Pulauku NOL Sampah (ZERO Waste Island).

The stakeholders are the quadra-helix – government,

industry, academics, and public– encouraged to work

together to develop the cultural resources and activate

social capital, as the togetherness can form unlimited

energy to regain justice and dignity (Yayasan Pikir

Buat Nusantara, 2017). aikon Pesé and Rumah Hijau

recognized that the movement will be success and

sustain if people get the economic benefit. Then they

are working together on it, doing some edutainment

sessions with lodging and catering, educated and

encouraged the tourists to reduce their waste. One that

will be discussed in depth here is the development of

local culinary program.

Behind a local culinary dish there are many

intricate process from planting to serving. The local

culinary consist of cultural articulation that lies

behind, such as history and local wisdom. It can even

function as an artifact, that we can explore the way of

life of the society. Eating has recreational function as

it can indulge human senses. With good quality of

ingredients, unique flavor, attractive presentation

with some naration of local wisdom, the local

culinary of Pramuka Island will be a great recreation.

As Kim et al says food quality can be one of the

factors that drive tourists to have the intention to

return to a destination. Food tourists' intention to

revisit could be explained and predicted by the

perceived value of food and satisfaction (Kim, Y. H.,

Kim, M., Goh, B. K., & Antun, 2011).

In relation to the effort to enhance tourism through

local culinary, Meler and Cerovic found that eating is

one of the physiological needs of a human being.

Food and beverage expenditure amounts to one-third

of overall tourist expenditures (Meler, M., &

Cerovic´, 2003). Seeing the potentials for a culinary

program to support the waste management program,

aikon Pesé encouraged Rumah Hijau Community to

develop the local culinary program further and make

it as part of the Pramuka Island tourist attraction. The

enhancements of the local culinary program will be

the gate to an environmental education program on

Pramuka Island.

In the current era of industrial revolution 4.0,

digital technology in Indonesia utilization of social

media has grown, and many has explored it as a

marketing medium. Many tourist destinations are

advertised through social media by the local

government as well as the local travel agents. By

social media, information can spread very quickly

and close to Indonesia's young generation. Moreover,

big cities now are built, mobilized and occupied by

the majority of young people aged 17 to 37 years.

According to Sebastian the millenials are people who

BINUS-JIC 2018 - BINUS Joint International Conference

180

are happy to travel, explore new things, technology

literate, systematic, can not be away from internet and

social media becomes their means to learn, look for

references and get reviews (Sebastian, Y., & Amran,

2017). Siddiqui stated that social media are computer

tools that allow people to share or exchange

information’s, ideas, images, videos and even more

with each other through a particular network

(Siddiqui, S., & Singh, 2016).

Therefore author conduct a research of Pramuka

Island’s local culinary enhancement process, done by

using social media. Culinary is an industrial sector

that contributes a lot of waste both organic and

anorganic. It is an aim that this research will give an

insight on how the appropriate communication

approach should be obtained to attract tourists

especially the millennials, through social media. The

results of this studies will be developed into mapping

process, that need to be considered as a base in

making the design of visual communication materials

which are appropriate for achieving the objectives of

the movement.

2 METHOD

We strongly encourage authors to use this document

for the preparation of the camera-ready. Please follow

the instructions closely in order to make the volume

look as uniform as possible (Moore and Lopes, 1999).

This research was conducted from November 2017

until June 2018, used qualitative method with

ethnographic approach to Rumah Hijau Community

in Pramuka Island, and aikon Pése. The following are

the stages: (1) The natural environment and the

community observation; (2) Interviews with

members of the Rumah Hijau Community, and the

initiator of movement from aikon Pése, to find out the

community waste management problems; (3)

Literature study with the topic of communication,

culture and environmental studies, especially local

culinary, ecological tourism, waste management and

social media; (4) Data analyzed by Circuit of Culture,

as an approach in cultural studies; (5) The result of

the study will be a mapping of communication

strategy as a foundation in creating visual

communication design to achieve educational

purpose accepted by millennials as target.

2.1 Experimental Apparatus

Circuit of Culture theoretical framework is used as

analyzing tool to understand the culture that occurs

around the local culinary and the movement. The

outcomes are the aspects to be considered when

delivering messages through visual communication

materials by social media. Social media has the ability

to construct and change meaning, as Keats says online

environments are multifaceted sites of meaning

construction and exchange, examining them with a

more diverse and encompassing model is critical

(Keats, 2013). The Circuit of Culture applied to

generate a deep understanding of meaning

construction. The interconnectedness of the moments

that comprise in this model allowed us to work on

broader and more sophisticated analyses.

Figure 1: Circuit of culture (du Gay, 1997).

2.2 Problem Formulation

Several facts show us that waste has potential to

damage the environment. It contaminates water and

air which then affect the survival of marine and

human life. Local culinary has the potential as a

tourist destination. Millennials loves to go on holiday

to try new things, live closely with the social media,

which construct meaning. According to Herawati,

every sign in the medium of communication

(advertising) is built in stages and every sign of both

visual, audio and visual text is made to approach its

audience, which ultimately provides interpretation to

the audience according to the image they wish to

build (Herawati, E., & Rosidah, 2013). In

consequence the problem is how local food enhanced

by the social media could support Pulauku NOL

Sampah program as sustainable ecotourism

movement.

3 RESULTS AND DISCUSSIONS

To understand how the culture work, researcher

choose to use Circuit of Culture as analyzing tool, as

this also been used by Paul du Gay et al when

disseminated Sony Walkman. Circuit of Culture has

Local Food Enhancement with Social Media to Support “Pulauku Nol Sampah” Movement in Pramuka Island

181

five moments, which are: (1) Regulation; (2)

Representation; (3) Identity; (4) Production; (5)

Consumption. These five elements are interrelated in

explaining meanings around the local culinary of

Pramuka Island. Leve stated that these five

interrelated processes implicated in the production

and circulation of meaning through language thereby

form a useful framework to consider cultural

meanings of commodities holistically (Leve, 2012).

3.1 Regulation

The Rumah Hijau Community has commitments

while producing their local food. The commitments

are: uses local ingredients, process them traditionally

as part of rituals, made by the members of the

community, minimize waste, restrict the amount of

production, and using friendly packaging if needed to

preserve the ecosystem. The process produce organic

product and do it together is an asset. The

commitments are different from the contemporary

culture, where most urbanist tend to work

independently while producing food, maximizing the

use of technology, fast-paced, and using plastic

material packaging or styrofoam. The systematic

production process and economic capital are assets.

In the fast-paced culture, people prefer do reviews on

the internet, order food online, fast service, a

systematic efficient way. In contrast to local food

made in limited quantities and in an organic way.

Such conditions lead to a different in understanding

in technology utilization. When a product is created

then promoted through social media, it should be

accompanied by suitable frame of mind, so there will

be no technology stutter or culture shock on either

side of the producers or the consumers.

3.2 Representation

Member of the Rumah Hijau Community makes their

food in a traditional way that requires a long process

that takes a long time to be done. Raw ingredients are

obtained from the yard with composted by obtaining

waste from their household organic waste. They

consume good quality of fish which they caught

within limit to maintain ecosystem balance. Then the

meal packed in organic materials which is easy to

decompose by nature, such as banana leaves, paper,

and bamboo besek. They also grow typical pulo’s

plants such as breadfruit, guava, which can be

harvested every other season. The Ministry of

Agriculture has stated the Dutch Kepok Banana,

Kecundang, and Kingkit as the thousand island

indigenous plants, which need to be conserve and

grow locally (Balai Pengkajian Teknologi Pertanian

Jakarta, no date). With those long preparation process

and the local wisdom embedded within them, local

food can be seen as exotic culinary, representing an

ideal lifestyle - a lifestyle which far apart from the

urban reality, which mass produced in a fast-paced

environment, complete with food delivery in a plastic

packaging or styrofoam box.

3.3 Identity

Rumah Hijau Community put forward their tradition

as fisherman livelihoods. Most of them came from

various coastal tribes in Indonesia as Mandar, Bugis,

Banten, Betawi and Madura. Their multicultural

background, gave them a unique culture, both in the

way of thinking, acting, and expressing things in their

life. Each year they organizes Sedekah Laut (the

Alms of Sea) and the Pulang Babang Festival (a home

coming festival) which expresses their local wisdoms.

Grateful for the fortune they have been given by the

sea (Irsyad, 2012). Permaculture efforts by planting

mangroves and seagrasses, managing waste, farming

organically, innovating through processed foods

made with organic materials easily found on the

island. The important point is that they are trying to

fulfill their food needs from their own yard, within the

island - become independent from the mainland.

When the harvest comes and the supplies are

abundant, so they can have exchange among the

members or sell them to others. They belief that the

ecosystem should be in balance, so life can be

sustained. As a permaculture community, the Rumah

Hijau Community members try to have an

independent lifestyle, since what offered by the local

government is not answering the island problems

especially the waste problems. Some other islanders

have yet to follow the Rumah Hijau Community

programs. This is because most of them prefer to wait

for the services provided by the local government.

The services tend to spoil the public by not giving

them a long term yet sustainable solution for the

island’s waste problems.

3.4 Production

The member of Rumah Hijau Community

representing their local food production as a way to

express their independent and concern to the many

environmental issues. They tend to do it in a relax and

organic way, embedding their local wisdoms and

traditions to their local food creations. This shows

that they are innovative in their communal works,

BINUS-JIC 2018 - BINUS Joint International Conference

182

although often produces images that they are the

organic lifestyle activist.

3.5 Consumption

While we are enjoying Rumah Hijau local foods, we

will experience a culinary dish with an adventure of

sensation, unique and inviting aromas, yet delicious

taste. High quality of dishes came from great food

processing embed with their friendly local wisdoms,

served with environmentally friendly materials,

accompanied by a great narrative about the

contribution we have given to the environmental

conservation efforts in Pramuka Island. You will feel

blessed. Then we, the urbanites, will post some

photos in Instagram with hashtags that are related to

the local and environment issues which we learnt

from the stories told by the member of Rumah Hijau

while they cooked our food. We will either selfie,

wefie or just shoot a picture of the food alone -

activities that are an appreciation to the community

for the delicious food they have served. Of course

posting some pictures will not make the island has

zero waste. But those pictures and stories will serve

as young energy for the environment. There is an

important outcome after those activities. The

millennials will send the message that eating local

food is cool: besides they look and taste really good,

he or she is supporting the local food, which means

saving the Pramuka Island from drowning.

4 CONCLUSIONS

Currently the Pramuka Island local culinary

publication is done sporadically and its presentation

has not enhancing the cultural aspects. Whereas with

strategically planned, the local culinary could be a

gate for spreading positive insights and knowledge

regarding the environmental issues. Here are some

aspects whose need to be pursued when designed

strategic plan in communication materials:

1. The Rumah Hijau Community has commitments

while producing their local food. The process

produce organic product and do it together is an

asset, which are different from the contemporary

culture. When a product is created then promoted

through social media, it should be accompanied

by suitable frame of mind, so there will be no

technology stutter or culture shock on either side

of the producers or the consumers.

2. Member of the Rumah Hijau Community makes

their food in traditional way that requires a long

process to be done. The raw ingredients are

obtained from the garden which composted by

organic waste. They consume good quality of

fish which they caught within limit to maintain

the ecosystem balance. The meal packed in

organic materials which is easy to decompose by

nature. With the long process of food preparation

and the local wisdom embedded within them,

local foods could be seen as exotic culinary and

representing an ideal lifestyle - which far apart

from the urban reality.

3. As a permaculture community, the Rumah Hijau

Community members try to have an independent

lifestyle, since what offered by the local

government is not answering the island problems

especially the waste problems.

4. The member of Rumah Hijau Community

representing their local food production as a way

to express their independent and concern to the

many environmental issues. They tend to do it in

a casual and organic way, embedding their local

wisdoms and traditions to their local food

creations.

5. We will experience local culinary in inviting

aromas, unique and delicious taste, come from

long process accompanied by a great narrative

about the contribution we have given to the

environmental conservation efforts in Pramuka

Island. The message being told eating local food

is cool: besides they look and taste really good,

by consuming local foods it means supporting

the local food and saving Pramuka Island from

drowning.

As for recommendation with this digital era,

researcher hope that Pramuka Island culinaries

publication could be ready to fulfill the needs of

tourists, tour guides, travel agents, and public as well

to travel ecologically and in a sustainable manner.

Waste in the oceans carried by the current comes from

many places in the hemisphere. It is a global problem.

Everyone should be responsible for the waste their

produces.

ACKNOWLEDGEMENTS

This research is supported by Rumah Hijau

Community and Aikon Pese with under research

grant from BINUS University.

Local Food Enhancement with Social Media to Support “Pulauku Nol Sampah” Movement in Pramuka Island

183

REFERENCES

Balai Pengkajian Teknologi Pertanian Jakarta (no date)

Balai Pengkajian Teknologi Pertanian Jakarta, Online.

Available at: http://jakarta.litbang.pertanian.go.id/ind/.

Herawati, E., & Rosidah, R. (2013) ‘Tanda-Tanda dalam

Iklan Komersial di Televisi (Analisis Semiotika pada

Iklan Susu Sgm Eksplor Presinutri)’, Humaniora, 4, p.

71.

Irsyad, R. E. (2012) Orang Pulo di pulau karang. Ciputat:

Lab. Teater.

Keats, E. (2013) ‘The Circuit of Culture: A Useful

Theoretical Model for Studying Social Media’, Selected

Papers of Internet Research, 14.

Kelurahan Pulau Panggang (2017) ‘No Title’.

Kim, Y. H., Kim, M., Goh, B. K., & Antun, J. M. (2011)

‘The Role of Money: The Impact on Food Tourists

Satisfaction and Intention to Revisit Food Events’,

Journal of Culinary Science & Technology, 9, pp. 85–

98.

Lestari, R. (2018) Materi Presentasi Pulauku Nol Sampah.

Jakarta: Suku Dinas Lingkungan Hidup DKI Jakarta.

Leve, A. M. (2012) ‘The Circuit of Culture as a Generative

Tool of Contemporary Analysis: Examining the

Construction of an Education Commodity’, in Joint

AARE APERA International Conference. Sydney.

Meler, M., & Cerovic´, Z. (2003) ‘Food marketing in the

function of tourist product development’, British Food

Journal, 105, pp. 175–192.

Sebastian, Y., & Amran, D. (2017) Generasi langgas: Born

to Explore. Ciganjur, Jagakarsa, Jakarta: GagasMedia.

Siddiqui, S., & Singh, T. (2016) ‘Social Media its Impact

with Positive and Negative Aspects’, International

Journal of Computer Applications Technology and

Research, 5, pp. 71–75.

United Nations (2018) Sustainable development goals,

Online. Available at:

https://www.un.org/sustainabledevelopment/sustainabl

e-development-goals.

Yayasan Pikir Buat Nusantara (2017) Bangkit Budaya

Bahari.

BINUS-JIC 2018 - BINUS Joint International Conference

184