Local Government Social Media Strategy for Public Awareness and Heritage Preservation

¹ Department of Communication Science, Universitas Pembangunan Nasional Veteran Yogyakarta, Yogyakarta, Indonesia
² The Department of International Relations, Universitas Pembangunan Nasional Veteran Yogyakarta, Yogyakarta, Indonesia
³ Department of Management, Universitas Pembangunan Nasional Veteran Yogyakarta, Yogyakarta, Indonesia

^* Corresponding author: retnohendariningrum@upnyk.ac.id

Abstract

The Cosmological Axis of Yogyakarta, designated as a UNESCO World Heritage Site, embodies Javanese cosmological and philosophical significance, prioritizing its preservation. This study analyzes the local government’s social media communication strategy for raising public awareness and preserving this cultural heritage site. The research utilizes qualitative methodologies, including in-depth interviews, observations, and focus group discussions with the local government’s Balai Pengelola Kawasan Sumbu Filosofi (BKSF) under the Department of Culture in Yogyakarta. The local government’s social media strategy for the Cosmological Axis of Yogyakarta effectively raising public awareness audiences in heritage preservation by segmenting content for residents, tourists, and cultural enthusiasts. Using the Instagram platform, the strategy combines visually engaging narratives, infographics, and live event coverage to showcase the Axis’s cultural significance. The approach demonstrates how social media can bridge traditional cultural values with modern engagement techniques, creating a replicable model for preserving heritage sites in the digital era.