Capitalism in Tourism – Marxist: Analysis of Enjoy Jakarta

Abstract

Enjoy Jakarta is a new slogan from Provincial Government of DKI Jakarta to promote tourism in Jakarta. Through the tagline of Enjoy Jakarta, the Provincial Government of DKI Jakarta through the Department of Tourism and Culture wants to retail Jakarta as an attention-grabbing city to visit. Based on the website www.jakarta-tourism.go.id, there are all recommendations regarding with tourism in Jakarta, ranging from history and culture of Jakarta, events, destinations, to brochures and electronic guidebooks, which can be downloaded. It is fascinating to see on how content from the Enjoy Jakarta website sells countless capitalist products, such as in destination categories, events, and up to the basic information. This paper performs a critical analysis of “Enjoy Jakarta” tourism by utilizing Marxist analysis method. This analysis is carried out using the Marxist rationale teaching and applying these Marxist concepts to the public art form created by the media. Marxist analysis is done on the content embedded in the website of www.jakarta- tourism.go.id. The results of this study indicate that tourism in Jakarta is displayed in the form of selling products of capitalism. Tourism is identic by shopping at malls, savoring culinary in famous restaurant brands, and various activities organized by the bourgeoisie.