Article Per Year (5 Year)
p-Index From 2019 - 2024
0.444
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This Author published in this journals
All Journal Journal of Visual Art and Design Business Economic, Communication, and Social Sciences Journal (BECOSS)
Dewi Kumoratih
Bina Nusantara University
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering

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Rancangan “Wonderful Indonesia” Sebagai Branding-Destination Dewi Kumoratih
Business Economic, Communication, and Social Sciences (BECOSS) Journal Vol. 2 No. 1 (2020): BECOSS
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/becossjournal.v2i1.6062

Abstract

The aim of this paper is to examine Indonesia’s latest branding-destination, “Wonderful Indonesia”. This study attemps to find the missing link between what the country is trying to communicate, represented by the logo of its destination brand, and how this logo is perceived by its audience. Furthermore, in conjunction with its campaign, it is also important to discover whether design as a discipline, plays a major role in the strategic planning of the nation’s grand-design. Required data of logo implementation and distribution were collected through online media as well as above the line and below the line media. The method used is based on qualitative research dan data was examined through art history, visual communication design dan marketing approaches. The outcome suggests that the Ministry responsible for tourism needs to re-evaluate its branding strategy in a more strategic basis due to its lack of consistency in terms of implementations and communications.
Reconstructing Identity through Spice Route Narrative:: An Urgency for Nation Branding? Dewi Kumoratih
Journal of Visual Art and Design Vol. 14 No. 1 (2022): Journal of Visual Art and Design
Publisher : ITB Journal Publisher, LPPM ITB

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5614/j.vad.2022.14.1.5

Abstract

In line with Joko Widodo's vision to position Indonesia as the ‘Global Maritime Fulcrum’ by 2045, the Indonesian government through the Ministry of Education and Culture has initiated the proposal of nominating the Spice Route (Jalur Rempah) as World Heritage in 2017 to UNESCO. This article aims to show the dynamic process of redefining national identity through the Spice Route narrative, which is full of contestation between the state, society, and the market. Previous studies have shown that the process of reproduction of nationalism through the reconstruction of national history and national identity is now no longer always initiated by the elite. Democratization and globalization also provide space for civil society to reinterpret their ideal image of Indonesia. Methods used in this qualitative research included auto-ethnography through participant observation, in-depth interviews, literature studies, comparison, and visual communication design analysis of form-content-context, both descriptively and reflectively. In conclusion, instead of being a political-ideological narrative, the Spice Route narrative is reinterpreted in a new domain: the creative industry. It has become a source of inspiration for branding commercial products, feature films and documentaries, community activities, festivals, educational curricula, and at the same time included in the content of Indonesian cultural diplomacy through gastronomy, all of which require a contribution of design. This article examines the extent to which the Spice Route narrative, seemingly intended as a nation brand, is able to reconstruct and redefine the national identity of Indonesia.
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