Analisis Isi Konten YouTube “Kerta Bumi Official” pada Ritual Melasti Umat Hindu Madura di Gresik

Abstract

This study analyzes the representation of the Melasti ritual of Madurese Hindus in Gresik through the YouTube channel "Kerta Bumi Official." The Melasti ritual, as part of the preparations for Nyepi Day, is understood as a process of purification of the self and the universe. The research employs a qualitative approach with content analysis methods and Stuart Hall's representation theory, as well as Clifford Geertz's symbolic meaning theory, to examine how this ritual is represented in digital media. The findings reveal that the YouTube content of Kerta Bumi Official not only visually documents the ritual but also highlights spiritual values, cultural acculturation (Javanese, Madurese, and Balinese), and social interactions within the Madurese Hindu community. Symbols such as water, white clothing, and sacred objects are used to convey philosophical meanings about purification and balance. Audience responses to this content are predominantly positive, reflecting appreciation for the tradition and universal values embedded in the Melasti ritual. This research contributes to understanding the role of digital media in preserving minority religious traditions and the dynamics of cultural representation in digital space.