3. Methodology
3.1 Data Collection
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Recently, Indonesia government also actively uses as a tool to promote and communicate with the citizens. During Joko Widodo’s leadership era, the Asian Games 2018 appointed as host country and a Youtube channel was set and managed by government to publish frequent promotional and documentation of Asian Games 2018 event to both local and global messages. Thus, it is possible to have deeper understanding about what nation branding efforts have been implemented by government in order to deliver a message of “being modern”
towards audiences.
3.1 Data Collection
The primary data for this particular research are videos posted by the official committee of the Asian Games 2018 called INASGOC (Indonesia Asian Games Official Committee). This committee was formed directly from the government of Indonesia (President of the Republic of Indonesia) after the Olympic Council of Asian meeting in Incheon, South Korea appointed Indonesia as the host country of the Asian Games on September 19th 2014. INASGOC is responsible as the executive committee which in charge in planning, preparing and organizing the Asian Games 2018 (Asiangames2018.id, 2017). The organization structures are vary from the games and venue, games operation, administration, medical and doping control, and more importantly media and public relation department which hold the responsible to manage the content of social media channels used to broaden the scale of the event. Apart from the official websites (Asiangames2018.id), INASGOC utilize 4 main social media channels used in Indonesia: Facebook, Twitter, Instagram, and Youtube (@asiangames2018) which were all linked with the main page of its official website.
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There are three major reasons why researcher decides to collect video as the primary data.
First, there is multi-type information we can obtain from video data, vary from text, audio (speech), and visuals. Video enables to present the problems right in front of our face by verbal, non-verbal, and contextual elements and also can minimize the possibility of misinterpretation.
Second, video is considered to catch attention more than text and play significant role in conveying messages to audiences because the existence of movement and noise. According to the news article (Carvalho, 2017), the average viewer remembers 95% of a message when it is watched, whereas only 10% when read, with further explanation of video that has the ability to encompass all types of content because its completeness of including text, music, photos, links, and podcasts in one single post.
Third, subsequent to the other three social media channels used by the Asian Games 2018, Youtube channels got the highest amount of followers with the total of 746.879 subscribers, while Instagram with 741.000 followers, Facebook with 285,824 followers, and Twitter with 127.000 followers. Based on website tracking result (Alexa.com, 2018), official website (Asiangames2018.id) showed significantly lower number of audience, with 8.230 daily visitors, 22.300 daily page views, and 2.700 page views per user. Without having the intention to ignore the official website as the most valid and credible data source, however, the number of videos posted in the official website are scrimp than the Youtube channel, with the total of 9 videos.
Therefore, with all these facts, videos from the channels with most populous audience will be taken as primary data, perceived it as one strongest tool used by government to accomplish their task of forming nation image to its audience.
This research employed the videos uploaded on the official Youtube channel of the Asian Games 2018 “18th Asian Games 2018” from January 15th – September 17th 2018. Since the
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inception, Youtube has emerged as a premium forum for hosting online or digital videos, making it possible for viewers to watch it for free (Shah, 2005). The selection of Youtube channel instead of the other social media as the primary data is based on the fact that Youtube is not just simply a website, but a search engine which placed second after Google due to its user-friendliness, combined with the soaring popularity of video content (Forbes, 2017). Moreover, through video content posted on Youtube, researcher is able to analyze various kinds of data, including audio, text, photos, and videos at once.
There are 14 created playlists with total 179 videos uploaded which in details can be seen in Table 1. From the existed population, this research will drop 4 playlists (74 videos): Song Cover Compilation (14 videos), Asian Games 2018 Highlights (38 videos), 18th Asian Games 2018 Official Song (13 videos), and Mascot in Action (9 videos) considering that these three channels’ content has less relation to the research question. Videos from “Song Cover Compilation” contains of re-uploaded official soundtrack of the Asian Games 2018 covered by public figures or Youtube artists while “Asian Games 2018 Highlights” playlist are fraught with brief recap of the most distinctive match’s result, “18th Asian Games 2018 Official Song consist of video clip and official soundtrack of the event composed by local song composer (less control and supervision from government), and “Mascot in Action” contains short clips of three mascots of the Asian Games introducing the category of sports competition will be held in the event.
Therefore, to be able to seek for the nation’s image formed by government, videos which are not originally produced by official committee and/or government-related organizations and videos which have less connection with the attempts of building the modern nation image will not be employed as the data. Hence, only 105 out of 179 videos will be taken as sample.
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Playlists Description Total Videos
in the Playlist official mascots comic characters who are both trying to deliver message of being friendly, habituate queuing culture, drive and throw different cities inside (representation from each island) and outside with scenes related to sports.
9 0.15 – 1.01 welcoming and supporting the Asian Games 2018.
3 0.34 -0.50
5. #AsianGame s2018
Short advertisement clips showing the messages related to nationalism,
8 0.41 – 1.00
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Vignette unity in diversity, and persistance.
6. #AsianGame s2018 Venue
Brief explanations about the history, background information, and two representation cities Jakarta and Palembang where the event took place, including sports competitions, music festivals, and cultural performances. shares inspirational and rhyming messages about the unity of celebration of the Asian Games 2018
10 00.56 – 01.06 in the D-365 countdowning the Asian Games 2018.
19 0.29 – 6.56
TOTAL 105 210.10