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Branding and Modern Nation through a Sport Event: the Asian Games 2018 in Indonesia
Lizar, Winda Prisilia
Winda Prisilia Lizar
The Asian Games 2018
Video content analysis
|Issue Date: ||2019-09-05 16:38:54 (UTC+8)|
|Abstract: ||Past research has delved into Africa and East Asia nation branding through sports event.|
However, only few of them discussed the nation branding attempts from the developing countries in
South East Asia, especially Indonesia. Given the fact that Indonesia has been trying to get out from
the negative image they obtain from corruption and bombing attacks by participating in the rally of
modernity—higher classification of newly-industrialized country (NIC) (Rivett-Carnac, 2016;
Transparency International, 2017), this video content analysis study examined promotional videos
produced by government during the implementation of the Asian Games 2018 which is the second
largest sports event after Olympic Games. This research will utilize the hexagon of nation branding
concept from Simon Anholt (2007) which facilitates clear understanding of nation branding from the
perspective of people, tourism, culture & heritage, governance, and product traits (export).
Investment is not included in the analysis due to the fact that sports event promotional videos contain
less content related to investment.
This study analyzed promotional videos posted in the Asian Games 2018 official Youtube
channel posted from January 26th 2017 until September 17th 2018. From the total of 14 created
playlists and 197 videos posted in the channel, only 105 videos are taken as sample, considering the
video contents has less connection to the concept of nation branding. Based on research question and
literature review, xx codes have developed with the xx arising codes from the data.
Results of this video content analysis showed that Indonesia government implied different
kinds of strategies of nation branding. Sequentially, people, culture & heritage, tourism, governance,
and product traits were emerged in the videos. In terms of people, government intended to pull out
the image of supportive ordinary people (citizens/residents) the most instead of professional athletes
or any other figures related to the event. It is parallel to the findings in the governance codes which
mostly described the characteristic of liberal democracy system—freedom of expression. Meanwhile,
in contrast with people and governance codes which presented attempts to be a more modern and
developed country, government still firmly preserved the more international image of Indonesia in
tourism and culture & heritage codes by featuring scenes of natural landscapes and local
traditions/arts. In product traits codes, through the local-produced material, government presented a
transitional image between traditional and modern image.
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|Source URI: ||http://thesis.lib.nccu.edu.tw/record/#G0106461018|
|Data Type: ||thesis|
|Appears in Collections:||[國際傳播英語碩士學程] 學位論文|
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