ADHITYA WIJAYA, 121112086 (2016) THE REPRESENTATION OF NATIONALISM SPIRIT THROUGH INDONESIA’S NATION BRANDING IN KAPAL API COFFEE COMMERCIAL SECANGKIR SEMANGAT UNTUK INDONESIA VERSION (2011): A SEMIOTIC STUDY. Skripsi thesis, Universitas Airlangga.

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Abstract

Commercial is a part of media because it appears in television, it means that commercial also spread a media effect through audience especially in purpose of branding a nation. Nation branding is determined as the unique, multidimensional blend of elements that provide the nation with culturally grounded differentiation and relevance for all of its target audiences. Therefore, this study examines how Indonesia is branded through the representation of nationalism spirit in Kapal Api commercial entitled Secangkir Semangat Untuk Indonesia. This research creates with a purpose to decrease misunderstanding between author and the audience in the way of defining nationalism spirit. Qualitative approach is used in this study as the method of the study. Then, Roland Barthes’s semiotics and Keith Dinnie’s nation branding theory are used to analyze data. As the result of data analysis, Indonesia is branded through the representation of some internal assets namely innate, nurtured asset, iconography, landscape, culture as well external assets namely cultural asset, natural asset, religion asset has create stereotyped and redefinition of Indonesia. First, Indonesia assumes as nation which consists of Javanese and Balinese since the representation used is only Javanese and Balinese culture. Second, traditional gender role is shown in order to distinguish the level of nationalism spirit between man and women. In conclusion, how commercial brands Indonesia through nationalism depends of the purpose of the commercial, especially the stakeholders, thus, branding of a nation is dynamic, fluid and bias.

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