4. Results
4.1. People
Figure 3. Result of Hexagon of Nation Branding in the Asian Games 2018
4.1. People
The research question (R1) attempts to understand what kinds of nation branding elements (people, tourism, culture and heritage, governance, and product traits) are present during the 2018 Asian Games 2018 event. In response to it, people was found to be the most
Result of Hexagon of Nation Branding in the
Asian Games 2018
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Figure 4. Percentage of Nation Branding codes (People) Table 3
Count and Percentage of Nation Branding codes (People)
Code Code Frequency Percentage
Citizens/residents
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Modern nation image of Indonesia were presented by showing more professional figures in the promotional videos. Professionals here are to the people who engaged in intellectual work and earn income from their professional activity. Parallel to the theme, indeed athletes appeared significantly as a mark of hosting a sport event. Professional athletes and former athletes were present in the videos (n=18, 23.68%). As the Asian Games 2018 is a sport event, showing the figures of athlete will arouse people’s interest and give inspirational thoughts or description about the profession of athlete itself. Videos “Asian Games – A precious Legacy” specially presented a short biography of Lely Sampoerno, a former women’s 25 meter shooting silver medalist in the Asian Games 1962 (see Figure 5).
Figure 5. A portrait of Lely Sampoerno—silver medalist in Asian Games 1962 (2018)
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In the opening of Torch Relay activities, Indonesia representatives visited India as the first country who held the particular event to start the torch relay journey in several cities in Indonesia afterwards (see Figure 6). Susi Susanti (second from right), an Indonesian former women single badminton athlete who was the first Indonesian gold medalist in 1992 was selected as the person to light up the torch and symbolically start the series of Asian Games events.
Figure 6. Home of Flame 18th Asian Games Torch Relay (2018)
Another professionals who appeared in the promotional videos of the Asian Games 2018 are central government figures (n=7, 9.21%). Joko Widodo, president of Indonesia (see Figure 7) was present in one of the video titled “Countdown #AsianGames2018 12 - Pidato Presiden RI” (translated as “Countdown #AsianGames2018 12 – President of Indonesia’s Speech”). The Minister of Foreign Affairs, Retno Marsudi also participated in the Torch Relay in Yogyakarta, Indonesia. Generally, the main purposes of their presence are to promote the event itself towards local and global audiences and provide spiritual support for national athletes who will compete under the name of Indonesia, with national pride at stake (see Figure 8). Other
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(Coordinating Minister for Human Development and Cultural Affairs) and Luhut Binsar Pandjaitan (Coordinating Minister for Maritime Affairs).
Figure 7. President of Indonesia delivered his speech during the countdown event of the 18th Asian Games (2018)
Figure 8. Retno Marsudi, the Ministry of Foreign Affairs in the 18th Asian Games 2018 Torch Relay Yogyakarta, Indonesia (2018)
Military members—Indonesia Nation Armed Forces (translated from Tentara Nasional Indonesia) also present in several ceremonial torch relay processes (n=8, 10.53%). The image that Indonesia wants to publish through military member is the image of a well-equipped, strong,
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yet always ready to maintain the safe, peaceful and conducive situation during the event’s execution.
Figure 9. Indonesia Nation Air Force assisted the arrival of the 18th Asian Games’ torch (2018)
Of all types of people who appeared in the 2018 Asian Games promotional video, citizens/residents (n=25, 32.89%) appeared the most. Majority of videos showing image of citizens/residents are presented to describe the enthusiasm of Indonesia citizens, welcoming the second biggest sport events after Olympic held in the homeland. For instance, in the Torch Relay playlist, there is a scene of students and locals are lining up in the street to participate and witness the Torch Relay activity in their city (see Figure 10). The nationalism spirit is captured vividly with their bright expressions and nation flag as the properties.
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Figure 10. The 18th Asian Games Torch Relay in Bandar Lampung, Indonesia (2018) In product advertisement videos, there were showed scenes of people cheering during competitions. Produced by the Ministry of Communication and Information Technology in Indonesia (Kemkominfo), the video titled “Demam Asian Games - Adu Cepat Makan”
(translated as “Asian Games Fever – Competing The Fastest Eater” was made to bring to mind how lively and pleasant to be a live supporter in a competition, as supporters in Indonesia are one of identical elements that should be existed to enliven the overall atmosphere of sports competition (see Figure 11).
Figure 11. “Demam Asian Games - Adu Cepat Makan video posted by the official committee of
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Still in the context of torch relay processes, government selectively invited public figures to have the pride carrying on the torch (n=15, 19.74%). Some of them are TV personalities (Ade Hercules, Indra Bekti, and Daniel Mananta) and Nadine Chandrawinata— a beauty pageant winner (Puteri Indonesia) also participated in this process. The selection of Nadine Chandrawinata itself was not only made without consideration. Her presence as finalist in 2006 Miss Universe and even being 2014-2015 ADEX (Asia Dive Expo) Ocean Ambassador has a big influence to government in assigning her as one of the torchbearer in Raja Ampat, an eastern area of Indonesia which is famous with its beaches and coral reefs (see Figure 12). It is not just for the sake of increasing the attention and interest of the event, in the same time it also promotes the richness of natural resources Indonesia has as an archipelago country.
Figure 12. Nadine Chandrawinata (right) as the torchbearer in Raja Ampat, Indonesia (2018) In the “#AsianGames2018 Venue” playlist, the content of each videos mostly bring out the side of Indonesia attempting to be modern. Holding a title as host country of the Asian Games in 1962 evidently brought up popularity to the country. At that time, Gelora Bung Karno stadium hall was the first international scale-stadium hall ever made by the first president of Indonesia—Soekarno and noted as the most majestic stadium hall in Asia and the second biggest
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in the world. Ever since Gelora Bung Karno has never been maintained properly by the government, until news article spotted one of badminton tournament held in the stadium must be postponed due to the leaky roof that caused raindrops fell into the court (Wijayaka, 2016). After the incident, in addition with aiming for the title of host country of the Asian Games 2018, government started the major renovation and development project in Gelora Bung Karno stadium hall, in conjunction with the athlete village and some stadium halls in Palembang (as the second host city after Jakarta). The depiction of labors as big contributors, making the stadium more than feasible to conduct an international sport event was visible through the videos (n=3, 3.95%;
see Figure 13).
Figure 13. Labors in struggle to finish the project of Athlete Village for the 18th Asian Games (2018)