Yogyakarta, September 27th 2025 – The Media and Cultural Doctoral Program, The Graduate School, Universitas Gadjah Mada, organized a field study at Wonosobo Regency, Central Java. The activity was attended by students from the 2023 and 2024 cohorts, accompanied by program directors, lecturers, and staff. The field study is an essential part of the learning process designed to provide empirical experience, enabling students to deepen their theoretical knowledge gained in class by directly observing cultural, economic, and media practices in society.
The group departed from Yogyakarta at 06.15 AM and arrived at the first destination, Carica Gemilang Factory, around 09.30 AM. Here, students observed the production process of carica fruit, one of Wonosobo’s distinctive commodities, from raw material to finished products. This observation will make students see how a local commodity has economic value and contributes in shaping cultural identity and regional tourism.
The journey continued to Catra Strawberry Farm, where students learned about prosumption practices in agrotourism. In addition to observing the farm management directly, participants also had the opportunity to enjoy fresh products as part of the tourism experience. This activity demonstrated how the concepts of cultural consumption and production intersect within a creatively managed space, while also opening opportunities for local communities to actively engage in the agrotourism ecosystem.
The participants headed to the final destination, after a break and group lunch at a local restaurant, Tanjung Sari Land Tea Plantation and Factory. At this site, students joined a guided tour of the tea plantation and observed the tea production process from harvesting to processing. This session offered insight on how tea is not merely a consumable commodity but also part of a cultural industry rich with history, labor practices, and social values.
The field study was led by the Chief of the Media and Cultural Doctoral Program, Dr. Budiawan, accompanied by program directors and faculty members including Dr. Ratna Noviani and Elok Santi Jesica, M.A. Their presence, together with program staff, ensured the activity ran smoothly and provided opportunities for wider interaction between students, lecturers, and local practitioners.
Students, through this field study, are expected to reflect on the relationship of cultural theory and community-based creative economy practices, while sharpening their critical awareness in reading social and cultural dynamics in society. Such empirical experiences are vital in supporting the learning outcomes of the Doctoral Program in Media and Cultural Studies, which is committed to producing graduates with strong academic perspectives as well as deep understanding of real-world contexts.
Author: Khoirul Mujazanah