COMMODIFICATION OF ULOS IN THE PERCEPTION AND RESPOND OF BATAK SOCIETY (STRUCTURALISM APPROACH)

This paper discusses the impact of commodification of ulos to the perception and respond of Batak society. Setting of social research is the tourism area of Samosir, North Sumatera, Indonesia. This research applies qualitative method and phenomenology in specific. The applied approach is structuralism perspective in order to read the commodification text of Batak’s Ulos through structural operation; language parole synchronic – diachronic, markers, and connotations. The result of research indicates that the society who understand the tradition and culture of Batak regret the occurrence of commodification of ulos that cause any changes. In contrary, commodification in the preserving Ulos and traditional culture can be accepted. In this sense, the commodification is a “common thread” between tradition and tourism sector.