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Abstract
This article tries to explore how local brands, Indomie and Rucika, utilise commodified national memory through advertising depictions of their 50 years existence. Nationalism, which should be the basic attitude of society, is made into a commodity for business interests. Mosco’s commodification concept is used to reveal how depictions in advertising which has the potential to generate a feeling of banal nationalism. The analytical method used is Pentad analysis to interpret symbolic activity in every action and scene in advertising. The results of the analysis show that the audience's national memory is commodified through advertising by creating the perception that the two brands have accompanied the nation's journey, so consuming their products is a part of celebrating the spirit of nationalism. The depiction of the natural atmosphere and the hospitality of the people shows the characteristics of Indonesia that are highlighted in the advertisement, although in reality, this is only a small part of the reflection of reality. This has the potential to narrow our perspective on interpreting nationalism, which only revolves around “land” and “sea”.
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Copyright (c) 2024 Dwimay Fawzy, Lailiya Nur Rokhman
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References
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- Griffin, E. A. (2011). A first Look at Communication Theory (8. ed). McGraw-Hill.
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- Wibowo, J. M. (2023). The Role of National Brand “Bangga Buatan Indonesia” to Support MSME Resilience in COVID-19 Crisis. Journal of Law and Sustainable Development, 11(8), e1324. https://doi.org/10.55908/sdgs.v11i8.1324
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References
Alkatiri, Z. (2014). Pseudo Nationalism of the Commercial Companies on the Commemoration of Indonesian National Holidays through Non-Commercial Advertising in Print Media in the Years of 1980 to 2008. Advances in Historical Studies, 03(03), 155–169. https://doi.org/10.4236/ahs.2014.33014
Anderson, B. R. O. (1991). Imagined communities: Reflections on the origin and spread of nationalism (Rev. and extended ed). Verso.
Bhagaskoro, P., Pasopati, R. U., & Syarifuddin, M. (2018). Consumption and Nationalism of Indonesia: Between Culture and Economy. Proceedings of the Third International Conference on Social and Political Sciences (ICSPS 2017). Third International Conference on Social and Political Sciences (ICSPS 2017), Ciputat, Indonesia. https://doi.org/10.2991/icsps-17.2018.45
Bos, D. (2021). Nationalism, Popular Culture and the Media. In P. C. Adams & B. Warf (Eds.), Routledge handbook of media geographies (p. 12). Routledge.
Bryman, A. (2016). Social research methods (Fifth edition). Oxford University Press.
Dyer, G. (2008). Advertising as Communication (0 ed.). Routledge. https://doi.org/10.4324/9780203158340
Felani, H., Adi, I. R., & Lukito, R. (2020). Nationalism in Popular Culture: Critical Discourse Studies on American and Indonesian Films. Asian Journal of Media and Communication, 4(1). https://doi.org/10.20885/asjmc.vol4.iss1.art1
Griffin, E. A. (2011). A first Look at Communication Theory (8. ed). McGraw-Hill.
Hakoköngäs, E. (2016). Banal Nostalgia: Shaping Collective Memories In Advertisements. 8.
Harry, J. C. (2020). A Burkean Analysis of a Television Promotional Advertisement. In S. Josephson, J. D. Kelly, & K. Smith (Eds.), Handbook of visual communication: Theory, methods, and media (Second edition, p. 539). Routledge, Taylor & Francis Group.
Heath, R. G. (2016). How advertisers seduce our subconscious. The Conversation. The Conversation. https://theconversation.com/how-advertisers-seduce-our-subconscious-60578
Heryanto, A. (2015). Identitas dan kenikmatan: Politik budaya layar Indonesia (Cetakan pertama). Kepustakaan Populer Gramedia.
Indomie - PT Indofood Sukses Makmur Tbk. (Director). (2022). 50 tahun Indomie #TerusHidupkanSeleraIndonesia. https://www.youtube.com/watch?v=2uGwXntIHtE
Islam, S. K. (2022). Advertising nationalism: Commemorating the liberation war in Bangladeshi print advertisements. Media, War & Conflict, 15(3), 353–377. https://doi.org/10.1177/1750635220950365
Jenne, E. K. (2022). Varieties of Nationalism in the Age of Covid-19. Nationalities Papers, 50(1), 26–44. https://doi.org/10.1017/nps.2021.104
Kardinata, H. (2015). Desain grafis Indonesia dalam pusaran desain grafis dunia (Terbitan pertama). DGI Press.
Kincheloe, J. L., & Mclaren, P. (2011). Rethinking Critical Theory and Qualitative Research. In K. Hayes, S. R. Steinberg, & K. Tobin (Eds.), Key Works in Critical Pedagogy (pp. 285–326). SensePublishers. https://doi.org/10.1007/978-94-6091-397-6_23
Kirsch, G. (2017). Who “We” Are: Otherness, Nationalism and the Media. Department of East Asian Languages & Cultures, 7(1), 110–123.
McMurray, M. (2003). Philip Morris Faces “the truth”: A Rhetorical Analysis of the Persuasiveness of Two Teen-Targeted Anti-Smoking Advertising Campaigns.
Mosco, V. (2009). The Political Economy of Communication. SAGE Publications Ltd. https://doi.org/10.4135/9781446279946
Neuman, W. L. (2011). Social research methods: Qualitative and quantitative approaches (7th ed). Allyn & Bacon.
Prideaux, J. (2009). Consuming icons: Nationalism and advertising in Australia *. Nations and Nationalism, 15(4), 616–635. https://doi.org/10.1111/j.1469-8129.2009.00411.x
PT. Wahana Duta Jaya Rucika (Director). (2023). 50 Tahun Rucika, Mengalirkan Kebahagiaan dari Masa ke Masa. https://www.youtube.com/watch?v=nBB7kHG_eho
Setiawan, M., Rahayu, M., Wahyu Ningsih, D. Q., & Arifa, N. (2022). Tumbuhan Rempah dan Masakan Tradisional di Kelurahan Nanggewer Mekar, Cibinong, Kabupaten Bogor. Jurnal Masyarakat Dan Budaya, 23(3). https://doi.org/10.14203/jmb.v23i3.1434
Skey, M. (2022). Nationalism and Media. Nationalities Papers, 50(5), 839–849. https://doi.org/10.1017/nps.2021.102
Suparno, B. A. (2011). Pentad Analysis dalam Dramatisme Kenneth Burke.
Wasswa, H. W. (2017). Selling Nationalism: Influence of Patriotic Advertising on Consumer Ethnocentrism in Kenya. https://doi.org/10.5281/ZENODO.942635
Wattimena, R. A. A. (2009). Indonesia, Nasionalisme, dan Ingatan Kolektif: Mengembangkan Nasionalisme Indonesia Melalui Ingatan Kolektif. An International Journal of Philosophy and Religion, 25(2), 227–257. https://doi.org/10.26593/mel.v25i2.927.227-257
Wibowo, J. M. (2023). The Role of National Brand “Bangga Buatan Indonesia” to Support MSME Resilience in COVID-19 Crisis. Journal of Law and Sustainable Development, 11(8), e1324. https://doi.org/10.55908/sdgs.v11i8.1324
Wimmer, R. D., & Dominick, J. R. (2011). Mass media research: An introduction (9th ed). Cengage- Wadsworth.