4. Results
4.5. Product Traits
Figure 30. Percentage of Nation Branding codes (Product Traits) Table 7
Count and Percentage of Nation Branding codes (Product Traits)
Code Code Frequency Percentage
Processed food and beverages instant food and beverages industry (n=5, 62.5%) partake as sponsors, as it appeared repeatedly in some scenes of each sponsors video. For instance, Indonesia’s well-known instant noodle
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to the data from World’s Top Export (Workman, 2019) stated the products Indonesia exports the most are mineral fuels including oil (Workman, 2019), while so far hitech products has not been yet a mainstay in the nation.
Figure 31. A list of Indonesian instant food and beverages product: Indomie, Pop Mie, Indomilk (left to right) were shown in the advertisement video of the 18th Asian Games (2018)
More traditional nation image was presented by a traditional sepak takraw (kick volleyball) game which were also introduced in the promotional Asian Games 2018 videos as a unique sport that expected to be featured as a sport contested in the Asian Games 2022 (n=2, 25%). This sport popularized by Southeast Asia country (Indonesia, Malaysia, and Thailand), requiring a rattan ball which was made from natural rattan materials (see Figure 32).
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A more high-techology product was also present in the video of the Asian Games 2018 (n=1, 12.5%). Augmented Reality (AR) game called Indomilk Fun AR (see Figure 33) was introduced by the local beverages brand—Indomilk, enabling all players to have an interactive experience with the real-world environment of the Asian Games sports tournaments by purchasing the product and scanning the back side of its package.
Figure 33. Indomilk Fun AR Game in the advertisement video of the 18th Asian Games (2018)
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CHAPTER 5 CONCLUSION
5.1. Conclusion
This study adopted hexagon of nation branding concept from Simon Anholt (2007) which in details contains of categories of nation branding strategy: people, tourism, culture
& heritage, governance, and product traits (export). Content analysis was applied to see the nation branding attempts from government of Indonesia through the videos posted in the official Youtube channel of INASGOC—the official committee assigned by President of Indonesia to conduct a series of promotional contents. Video content analysis was selected as the method because it consists of additional types of information (e.g., audio sounds, human speech, and motion) beyond the pure still image data (Hauptmann, 2009). Moreover, the affective, non-verbal, and contextual elements of the phenomenon can also be seen clearer in order to prevent any misconception happened mostly in narrative analysis (Kress, 2003).
Drawing from video content analysis, it was clearly seen that Indonesia nation branding attempt done by government was clearly seen in different strategies through one same sport event, the Asian Games. From five nation branding elements, there are found that people elements appeared the most by utilizing people from different backgrounds, starting from residents/citizens, public figures, government, military members, and even labors. Each of them are differ to one another, but in the video they are all appeared to show that Indonesian are fully prepared to welcome the biggest sport competition in Asia. In contrast, the least nation branding element found in the videos is product traits. Other than advertising/sponsors video, government showed less depiction of local products. The results
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of RQ1 sequentially shows that 1) people, 2) culture and heritage, 3) tourism, 4) governance, and 5) product traits elements were all employed in the videos made by government during mega-sport event the Asian Games 2018.
There are some interesting facts here that in conclusion, Indonesia government was trying to deliver a dual image of the country by showing both traditional and modern image.
In tourism and culture & heritage element, a substantial number of videos show more traditional image, lots of them showing Indonesia’s local nature landscapes and traditional music, dances, and performances that linked with cultural values. Particularly, the abovementioned findings are in parallel with self-orientalism, which a term is used in academic discipline to focus on the depiction in Eastern world. Self-orientalism is essentially a reconfiguration and, extension of Orientalism. It proposes that Orientalism is not simply the autonomous creation of the West, but in certain degree the Orient itself participates in its construction, reinforcement, and circulation (Yan & Santos, 2009; Dirlik, 1996; Ong, 1998;
Zhang, 2006). Most of country who selected the self-Orientalist images contemplates the fact that western tourists seek more authentic and untouched, images of indigenous peoples, pristine nature, and exotic cultures (Echtner & Prasad 2003, Silver 1993). As well as Indonesia, in the 2017 Travel and Tourism Competitiveness Report, it ranked 17th out of 136 countries because the dandy natural and cultural resources it serves to tourist.
The definition of self-Orientalism itself also often associated with the nationalist movements of decolonization to criticize Western imperialism (Feighery, 2012). Studies about self-Orientalism have been extended to the study of countries in Africa (Jeyifo 2000;
Mazrui 2000) and Middle Eastern or East Asia (Clarke 1997; Dirlik 1996; Hill 2000; Hung 2003). In relation to tourism, previous studies shows that Asia countries attempted to
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establish touristic images of the self-Orient for the purpose of tourism promotion with the use of its unique and exotic culture products (Ooi, 2005; Feighery, 2012).
Inadvertently, more self-Orientalist images, which opulent western tourists might have, might form a basis for destinations to imagine and package themselves, to develop destination brand identities, provide initiatives to create relevant tourism products, train tour guides, and advise the local tourism industry (Ooi, 2005). In this case, Indonesia government through the help of ministry of tourism deliberately attempt for investing more money in the tourism development by giving priority to 10 top tourism destinations which mostly are nature landscapes (non-made tourism destinations): Borobudur Temple, Mandalika, Labuan Bajo, Mt. Bromo, Thousand Islands, Toba Lake, Wakatobi Tanjung Lesung,, Morotai, and Tanjung Kelayang (Nurhayati, 2016).
On the other hand, image of being modern and developed was also significantly visible through governance elements, in which a democratic governance system was exemplified through different contexts of the promotional videos. As an example, showing free of expression rights, noticing peace and security issues, and promote the act of accountability.
As for people and product traits elements, the transitional image (in the process to be modern) was depicted, since processed food and beverages are not totally made from raw materials and all manufactured locally by food industry/company in Indonesia however yet cannot be mentioned as modern because it is less linked to hi-tech products (vehicles, gadgets, electronis, etc). This result was unexpected because based on self-Orientalism concept; a country which applies self-Orientalism will present more traditional images of its people and culture.
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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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