RECOGNITION OF KAMPUNG ELO PUKEK, PURUS, THROUGH SOCIAL MEDIA

Kampung Tematik Elo Pukek, located along the coastal area of Padang, West Sumatra, is a culturally significant fishing village recognized for its traditional maelo pukek fishing method. Despite official recognition and its potential as a tourism and educational destination, the area remains under-promoted, particularly on digital platforms. This study investigates how social media can be utilized as a strategic communication tool to enhance the recognition and visibility of Kampung Tematik Elo Pukek. The objectives of this research are twofold: (1) to explore effective approaches for promoting the village through social media, and (2) to identify the socio-economic and cultural benefits of increased recognition for the local community. A qualitative research method was employed, involving in-depth interviews, participatory observations, and documentation during the Merdeka Belajar Kampus Merdeka (MBKM) community service program. The findings highlight a gap in local digital literacy and community initiative, which limits consistent and impactful content creation on platforms such as Instagram. However, the research also demonstrates that even minimal, well-executed online promotion can positively influence tourism interest and community engagement. Increased recognition through social media has the potential to strengthen local identity, boost economic activity, and preserve traditional knowledge. This study concludes that community-based digital participation is essential for sustainable recognition and development of Kampung Tematik Elo Pukek.