3. Methodology
3.2 Data Analysis
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
3.2 Data Analysis
Neuendorf (2002) illustrates the process of content analysis through nine steps, which are 1) making research questions, 2) defining sets of variables and conceptualizations, 3) defining categories and unit of measurements, 4) creating a code book or code scheme, 5) determining
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sample, 6) training the inter-coder reliability, 7) conducting the coding, 8) calculate a reliability figure for each variable, and 9) interpreting the data. The hybrid approach was used to develop a more balanced code scheme, which combining both inductive and deductive approaches (Ferday
& Muir-Cochrane, 2006). Inductive coding was adapted from the emerging codes from the data while deductive coding was adapted from the theoretical framework. However, if insight from the visual aspects of video cannot be gathered, the textual and audio aspects accompanying the video will be additionally analyzed for contextual purposes. If the context cannot be ascertained from three mentioned aspects above, then the video will not be deeply discussed in the final analysis.
The deductive coding is adapted from Luong (2016) “Nation Brand Perception and Attitude from Citizen and Non-citizen Perspectives: An Exploratory Study of Vietnam” with nation branding hexagon used as the main framework. Based on existing framework, there are 5 codes from total 6 codes will be employed for this research, which are people, tourism, culture and heritage, governance, and exports. Inductive coding in this research, as what described in Table 2, is the categorization in hexagon of nation branding codes to see whether the efforts of being modern by Indonesia government can be seen clearer in which kind of codes. Video with less connection to modern and traditional aspect will be categorized as neutral.
Table 2
Code Scheme for Content Analysis of Youtube Videos
Code: Tourism - captures the level of interest in visiting a country and the draw of natural and man-made tourist attractions (Mary & Misiani, 2017).
Sub Code Operational Definition Abbreviation Number
Technology-advanced constructions
Refer to non-natural scenes which show technology advanced buildings or
structures and portray the characteristics of
US 1
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Natural Landscapes Refer to non man-made landscapes which are intact by the flexibility of living and non living elements to move and change (i.e. beaches, national park, forest, etc).
NL 3
Code: People - signify the population’s reputation for competence, openness, or friendliness and other qualities (Mary & Misiani, 2017).
Professionals Refer to the people who engaged in work predominantly intellectual, varied in characters, and earn income from their professional activity (i.e. athletes,
Refer to the music, songs, instruments or any other products produced with the combination of modern and traditional values of a country.
CP 7
Traditional arts Refer to the art which is part of the culture of people, skills, and knowledge that are passed through generations and contain the salient identity of its original culture (i.e.:
traditional music instruments, traditional art performances, traditional dances, etc).
TA 9
Code: Governance - is the public opinion about the manner or acts of national government in
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Liberal democracy Refer to the national government who shows the act of fairness, promotes accountability, transparency, efficiency, and the rule of law in public institutions at all levels, and commit to global issues such as peace and security, justice, poverty and the environment.
DM 10
Conservatism Refer to national government who applied socially conservative ideas, commit to traditional values with opposition to change or innovation, and attempt to maintain the status quo.
AT 12
Code: Product traits - the public’s image of products and services from each country and the extent to which consumers proactively seek or avoid products from each country-of-origin (Mary &
Misiani, 2017).
Hi-tech products Products made by the most modern technical knowledge and methods (i.e.
electronics, gadgets, applications etc).
HP 13
Raw materials Products which sources came from unprocessed basic material or primary commodities. (i.e sugar, rice, cotton, etc).
RM 15
3.2.1 Coding instrument
Appendix A is the coding sheet used for coders to implement intercoder reliability measurement which contain information about types of nation branding were presented from the Asian Games 2018 promotional videos. The result of intercoder reliability measurement will be presented separately based on five nation branding codes used in this study (see Appendix B).
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3.2.2 Intercoder reliability
It is essential to have reliability measurement in the quantitative content analysis research.
Therefore, along with the researcher, another coder was recruited and trained. Coders were assigned to code the data based on the coding scheme and compare their results in terms of intercoder reliability. Holsti’s method was used to gauge the level of reliability (Neuendorf, 2002) because this measure is the most popular coefficient due the applicable and efficiency it brings from both researcher and reader’s perspective (Lombard et.al., 2002). Holsti’s (1969) method is applicable to situation in which two coders code the different units of sample. The formula is:
CR = 2A/ (N1+N2)
CR represents the intercoder coefficient reliability, A is the number of coder’s consensus decision, and N1 and N2 are the number of decisions that two coders have made respectively.
In accordance with the minimum sampling standards for reliability testing which typically uses a minimum of 10% of the total sample of researchers (Wimmer & Dominick, 2011), researchers took 11 out of 105 videos as the sample by using a simple random sampling technique. Simple random sampling in its application takes sample members from the population randomly regardless of the strata that exist in the population (Sugiyono, 2012).
In line with the reliability criteria for determining reliability standards according to Barker et. al. (2002), he stated that an ideal yet acceptable research should at least has a reliability level of 0.8, while 0.7 considered as acceptable, 0.6 as marginal, and 0.5 as poor (Nunnally, 1978). During the intercoder pretest, 10 videos were coded by the two coders with the average coefficient reliability of 0.91, which bring through this research to be carried on with.
The detail of intercoder reliability results can be seen clearer in Appendix B.
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CHAPTER IV RESULTS
This chapter outlines the results of the video content analysis taken from the Asian Games official Youtube channel. The overall findings of nation image with the five elements adopted from hexagon of nation branding concept which are: people, tourism, culture and heritage, governance, and product traits later will be presented also in relation with modernity, whether the government of Indonesia succeeded in showing the modern side of Indonesia through the overall sports event, the Asian Games 2018.
The research question (RQ1) 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. This study analyzed a total of 105 videos bearing the virally hosted sports event the Asian Games 2018 which was used as a tool of nation branding by the Indonesia government. In this part, the frequency of each nation branding elements appeared in the videos will be described. Moreover, the strategy in how they input those elements will also be discussed. One video could consist of more than one nation branding element.
From the analysis results described in Figure 3, it was found that using people element were the most frequent element in the Asian Games 2018 videos in their efforts to build a nation image with the total frequency of 76 videos, followed by cultural and heritage with 58 videos, tourism with 43 videos, governance with 18 videos, and product traits with 8 videos.
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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)
4.2 Culture and Heritage
Following the people elements, government also appeals the audience with various kinds of Indonesia local culture and arts (n=58). Local traditions and arts appeared the most (n=45, 77.59%), especially during torch relay processes of the Asian Games 2018, while stage performances (n=6, 10.34%), transitional performance (n=4, 6.90%), and global music (n=3,
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Figure 14. Percentage of Nation Branding codes (Culture & Heritage) Table 4
Count and Percentage of Nation Branding codes (Culture & Heritage)
Local traditions and
Code Code Frequency Percentage
Local traditions and arts
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In contrast with being modern, in culture & heritage element, government tend to expose more of the richness of local values that the country has. Local tradition and arts which are introduced from the promotional videos from the Asian Games 2018 are vary from traditional dances, traitional clothes, instrumentals, and so on. For example, the Kecak dance from Bali—a province which is nominated as Indonesia’s most popular tooursit destination. One of the core purpose in this dance is for religious ritual; calling for gods or purified ancestral spirits (see Figure 15).
Figures 15. Kecak dance performances in the Bali Torch Relay (2018)
In terms of quantity, stage performances were present afterwards (n=6, 10.34%). As the performer in some of the Asian Games stage show, local singer and musician (see Figure 16) presented Indonesian popular pop song, such as “Arti Sahabat” (Value of Bestfriend) and “Di Atas Awan” (Above the Clouds) composed by an Indonesia band called “Nidji”.
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Figures 16. Local singers and band performed one of Indonesia pop song—Arti Sahabat (2018) Combination of both local and modern (described as transitional) performances can be also seen in some videos (n=4, 6.90%). At the Asian Games 2018 countdown event, for example, a break dance performance has been done in the middle of traditional dance performances. This transitional stage performance symbolizes the harmony and openness of Indonesia towards global culture and influence (see Figure 17).
Figure 17. Transitional dance performances in the countdown event of the 18th Asian Games (2018)
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Other example of transitional arts in the Asian Games 2018 promotional videos will be the mixture of Indonesian traditional costumes and local fauna with modern cartoon character made as official mascots of the event (see Figure 18)—Bhin Bhin (Papuan bird of paradise with Asmat-motive vest which represents strategy), Atung (Bawean Deer from East Java Province with tumpal-motive sarong which represents speed), and Kaka (Javanese one-horned rhinoceros which represents strength).
Figure 18. Mascots of the 18th Asian Games: Bhin Bhin, Atung, and Kaka (2018)
International performers were also invited during the countdown event, performing global music from East to West (n=3, 5.17%) as an attempt to grip attentions of international audiences and symbol of acceptance to global culture. K-pop girl group member, Hyoyeon of Girl’s Generation performed two of her single track “Wannabe” and “Mystery” (see Figure 19).
The honor was also given to Far East Movement, an American hip hop music group to perform a 5 minutes long medley of their hit songs.
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Figure 19. Hyoyeon of Girls Generation was performing her solo track “Mystery” (2018)
4.3 Tourism
Nation branding attempts with the help of tourism destinations as the main tool come in third place after people and culture & heritage (n=43). The promoting strategy through tourism are delivered with different types of tourism destinations, from natural to man-made destinations as described in Figure 20.
Natural landscapes 23.25%
Historical landmark and monument
39.54%
Religious buildings 4.65%
Urban scenery 32.56%
Tourism
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Table 5
Count and Percentage of Nation Branding codes (Tourism)
Code Code Frequency Percentage
Natural landscapes
Historical landmark and monument Religious buildings
Urban scenery
10 17 2 14
23.25%
39.54%
4.65%
32.56%
TOTAL 43 100%
Along with culture & heritage, government also emphasized more traditional image of tourism in the promotional videos of the Asian Games 2018. Historical landmark and monuments (n=17, 39.54%) like Prambanan Temple (see Figure 21) to represent Yogyakarta city, Monumen Nasional (National Monument) to represent Jakarta city, and Jam Gadang landmark to represent West Sumatra Province’s traditional house—Gadang House, appeared the most to introduce the uniqueness of each city and/or province in Indonesia during the promotional videos.
Figure 21. Prambanan Temple, a historical monument in Yogyakarta, Indonesia (2018)
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Titled as an archipelago country, Indonesia blessed with its richness of natural resources.
In fact, most of the tourism destination in Indonesia so far are natural landscapes (n=10, 23.55%).
This tropical country has one of longest coastlines in the world, measuring 54,716 kilometers (33,999 mi) with a number of beaches and island resorts like Bali, Belitung, Bintan, and so on (Weiner, 2008). Therefore, not just historical landmark, it is natural to show some sneak peeks of most well-known landscapes like beaches, forests, mountains, caves, lakes, etc that actually embodied the identity of Indonesia. One of the example is Raja Ampat—an Indonesia archipelago with rich coral reefs and marine life (see Figure 22).
Figure 22. Preview of Raja Ampat Island in the 18th Asian Games promotional video (2018)
As an Islam majority country, scenes of mosque were also exposed (n=2, 4.65%).
Located in Banda Aceh city, Baiturrahman Grand Mosque (see Figure 23) is not simply a place
Located in Banda Aceh city, Baiturrahman Grand Mosque (see Figure 23) is not simply a place