5. Conclusion
5.2. Limitations
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Of all the promotional videos displayed during the 2018 Asian Games competition, Indonesia government deliberately highlighted ordinary people rather than professional such as athletes who in fact is the main mascot of a sports event. From this point, it can be concluded that, the government tried to show the public (international) that the country of Indonesia is a country with a democratic system, where people can have freedom of expression, a government that fights for, and from the people, etc. Even though Indonesian state is still unable to become fully modern, at least the government wants to show this democratic side as one of the proofs of their efforts to become a more developed and modern country.
Apart from that, judging from all the scenes that emerged ordinary people, government also tried to eliminate the differences in ethnicity. It can be seen as there is barely any video that explicitly wants to impress the audience with the famous diversity and multi-ethnicity adopted in Indonesia. Figures appeared were being generalized and were not exactly identifying them into the ethnicity they profess. In other ways, government indeed emphasized the richness of ethnicity by showing abundant natural landscapes and traditional arts that represent each region’s uniqueness.
5.2 Limitations
Researcher acknowledges several limitations in this study. The first limitation is the methodology approach done in this study might be not enough to encompass the overall messages delivered by government through the promotional videos. The fact that vide contains of complex information (audio, textual, and visual) create the condition of some messages or
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indicator in the video cannot be included to this study due to the limitations of codes used in the current study.
Second limitation is the facts that different languages (English and Bahasa Indonesia) were used alternately in the promotional videos of the Asian Games 2018 are not covered in the current study. This might be also a suggestion for future researchers to see which nation branding elements were aimed for foreigners (videos using English) and which one aimed for locals (videos using Bahasa Indonesia). In order to build a nation brand or image, at least there will be two kind of audiences government needs to be aware of: nation's people and everyone else (Marandu, et.al., 2012). By doing this kind of research, future researcher may know what image differences shaped by government to attract attentions of global audiences and to build nation reputation and trust in the eye of residents or locals.
Last but not the last, researcher is also interested in digging qualitative data by interviews or forum group discussion from the perspective of audiences—both locals and foreigners, in order to see whether the image that government tried to shape is successfully accepted as what it is or not. Future researcher might combine quantitative content analysis and qualitative method (mixed methodology) to obtain a more comprehensive yet contributive result of nation branding efforts done by a country.
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