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Bokoharjo village is located at a strategic tourist destination including Boko Temple, Banyunibo Temple, Barong Temple, Ijo Temple, Breksi Hills, and Obelix Hills which requires to be developed. The development of Bokoharjo Village as a tourist village can be realized through digital marketing communication to introduce its potential products and attractions to the wider community so that the economic sector in Bokoharjo Village can grow. This research aims to: (1) identify the existing digital marketing communication media in Bokoharjo Village (2) analyze the need for digital marketing communication media in Bokoharjo Village, and (3) identify the potential and attractions of Bokoharjo village to be promoted. This research was conducted at Bokoharjo employing descriptive-qualitative methods. This initial research provided useful insight for the development of digital marketing communication media which comform to the needs and potential of Bokoharjo Village to advance Bokoharjo as a tourism village. The research results show that the digital marketing communication media in Bokoharjo include website, Instagram, Facebook, Twitter, WhatsApp which are not well managed. The media needed by Bokoharjo is an integrated media platform which contains the typical potential of Bokoharjo. The Bokoharjo potentials that can be promoted consist of Banyunibo Temple, Banyunibo Cliff, and Shibori Batik, Agricultural Commodity, and Orchid.Keywords: Media, Communication, Marketing, Digital, Bokoharjo.

Artikel ini bertujuan mengelaborasi bagaimana strategi gerakan sosial minoritas keagamaan Syiah dalam bentuk repertoir sehari-hari mendapatkan penerimaan sosial di bawah dominasi mayoritas warga NU (Sunni) di Kabupaten Jember, Jawa Timur. Kasus yang didalami dalam artikel ini adalah aktivitas IJABI (Ikatan Jamaah Ahlul Bayt Indonesia) di Kabupaten Jember, Jawa Timur. Konsep contentious politics digunakan untuk memahami prakondisi bagi kemunculan IJABI Jember. Selanjutnya, konsep repertoir bermanfaat untuk menjelaskan apa saja upaya IJABI dalam menegaskan klaim keberadaan mereka di Jember. Artikel ini berargumentasi bahwa sempitnya struktur kesempatan politik mayoritas yang tidak mengizinkan nilai keyakinan yang dianggap menyimpang membuat gerakan Syiah mengalami tekanan dalam melakukan klaim teologis mereka. Respons terhadap hal ini dilakukan oleh IJABI berpartisipasi dalam kegiatan yang secara implisit dan halus dengan target diterima secara sosial. Bentuk kegiatannya berupa aksi filantropi tanggap bencana dan menyediakan jasa spiritual secara cuma-cuma bagi masyarakat. Menggunakan pendekatan dan teknik pengumpulan metode kualitatif, artikel berbasis pada data lapangan hasil wawancara mendalam dan observasi partisipan sepanjang bulan November 2014 – April 2015.