#makansiangdubes: Gaining Foreigns’ Affections through Localized Contents
![](/public/site/images/admin/icons/icon-doi.png)
Agnes Siwi Purwaning Tyas(1*), Georgius Benardi Darumukti(2)
(1) Universitas Gadjah Mada
(2) Sanata Dharma University
(*) Corresponding Author
Abstract
The effect of Japan nation branding in Indonesia is strong. Indonesian youths and teenagers are attracted to tokusatsu, manga, anime, figures, brands, and J-Pop which make them easily accept and are familiar with pop-culture and kawaii culture from Japan. The development of Japanese creative industries and internet media also reinforce Japanese cultural impacts in Indonesia, especially because Indonesian youths love to spend their pastime accessing social media. Taking this as a good opportunity, Masafumi Ishii, the Japanese Ambassador for Indonesia tries to present the images of Japanese to be closer and accepted by Indonesian youths through #makansiangdubes. Utilizing Instagram @jpnambsindonesia as the platform, Ishii frequently posts his pictures enjoying Indonesian dishes he is eating while making kawaii or cute poses for his followers, holding Japanese and Indonesian cultural arts and brands, and doing his official activities as ambassador. This attracts his followers whose majority are teenagers and youngsters to give likes and leave positive comments to express how they adore his kawaii traits. The methodology adopted signification concepts and semiotics analysis on contents. The analysis on comments explains how the images affect audience’s affective, cognitive, and behavioral responses. Among all comments, affections comprise the majority.
Keywords
Full Text:
PDFReferences
Ananda, A. S., Lamberti, L. (2019). What makes fashion consumers “click” ? Generation of eWoM engagement in social media. Asia Pacific Journal of Marketing, 31(2), 398-418. https://doi.org/10.1108/APJML-03-2018-0115
Anholt, S. (2010). Places: Identity, Image and Reputation. Palgrave Macmillan UK.
Barthes, R. (1977). Image, Music, and Text. Translated by Stephen Heath. Fontana Press
Ferguson, D. A., Greer, C. F. (2016). Reaching a Moving Target : How Local TV Stations are Using Digital Tools to Connect With Generation C Reaching a Moving Target : How Local TV Stations are Using Digital Tools to Connect With Generation C. International Journal on Media Management, 18(3-4), 141-161. https://doi.org/10.1080/14241277.2016.1245191
Gao, Q., Feng, C. (2016). Computers in Human Behavior Branding with social media : User gratifications, usage patterns, and brand message content strategies. Computers in Human Behavior, 63, 868-890. https://doi.org/10.1016/j.chb.2016.06.022
Grunig, J. E. (2009). Paradigms of global public relations in an age of digitalisation. PRism, 6(2), 1-19. Retrieved from http://praxis.massey.ac.nz/prism_on-line_journ.html
Hanson, F. (2012). Baked In and Wired. Foreign Policy at Brookings, 1-41. Retrieved from https://www.brookings.edu/wp-content/uploads/2016/06/baked-in-hansonf-5.pdf
Heng, Y. (2014). Beyond ‘kawaii’ pop culture : Japan’s normative soft power as global trouble-shooter Beyond ‘kawaii’ pop culture : Japan’s normative soft power as global Yee-Kuang Heng. The Pacific Review, 27(2), 169-192. https://doi.org/10.1080/09512748.2014.882391
Iwabuchi, K. (2015). Pop-culture diplomacy in Japan : soft power, nation branding and the question of ‘international cultural exchange.’ International Journal of Cultural Policy, 21(4), 419-432. https://doi.org/10.1080/10286632.2015.1042469
Iwabuchi, K. (2019). Cool Japan, Creative Industries, and Diversity. ERIA Discussion Paper Series, 287, 1-16.
Kementerian Komunikasi dan Informatika Republik Indonesia. (2019). Jangan Mengaku Diplomat Kalau Tak Punya Akun Sosmed. Accessed March 10, 2020 from https://kominfo.go.id/content/detail/21418/menkominfo-jangan-mengaku-diplomat-kalau-tak-punya-akun-sosmed/0/berita_satker
Khamis, S., Ang, L., Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers. Celebrity Studies, 8(2), 191-208. https://doi.org/10.1080/19392397.2016.1218292
Kim, A. J., Johnson, K. K. P. (2016). Computers in human behavior power of consumers using social media : Examining the influences of brand-related user-generated content on Facebook. Computers in Human Behavior, 58, 98-108. https://doi.org/10.1016/j.chb.2015.12.047
Kusumasondjaja, S., Tjiptono, F. (2019). Endorsement and visual complexity in food advertising on Instagram. Internet Research, 29(4), 659-687. https://doi.org/10.1108/IntR-11-2017-0459
Kusyanti, A., Puspa, H., Catherina, A., Puspitasari, D. R., April, Y., Sari, L. (2018). Teen‘s Social Media Adoption : An Empirical Investigation in Indonesia. International Journal of Advanced Computer Science and Applications, 9(2), 380-384.
Latiff, Z. A., Safiee, N. A. S. (2015). New Business Set Up for Branding Strategies on Social Media - Instagram. Procedia - Procedia Computer Science, 72, 13-23. https://doi.org/10.1016/j.procs.2015.12.100
Lestari, M. T., Suryana, A., Mulyana, S., Hidayat, M. (2019). Analysis of the use of Social Media Monitoring for the existence of public opinion (Case study on PT. Telkom Indonesia Tbk Digital Platform). Library Philosophy and Practice (e- journal), 2648. Retrieved from https://digitalcommons.unl.edu/libphilprac/2648
Lieber-milo, S.,Nittono, H. (2019). How the Japanese Term Kawaii Is Perceived Outside of Japan : A Study in Israel. SAGE Open, 1-17. https://doi.org/10.1177/2158244019869904
Liu, R., Suh, A. (2018). Self-Branding on Social Media : An Analysis of Style Bloggers on Instagram. Procedia Computer Science, 124, 12-20. https://doi.org/10.1016/j.procs.2017.12.124
Lund, N. F., Cohen, S. A., Scarles, C. (2018). Journal of Destination Marketing & Management The power of social media storytelling in destination branding. Journal of Destination Marketing & Management, 8, 271-280. https://doi.org/10.1016/j.jdmm.2017.05.003
Luthfia, A. (2019). The Analysis of Indonesian Teenagers’ Motives for Using the Internet. 2019 International Conference on Information Management and Technology (ICIMTech), 1, 87-92.
Malmelin, N., Moisander, J. (2014). Brands and Branding in Media Management — Toward a Research Agenda. The International Journal on Media Management, 16(1), 9-25. https://doi.org/10.1080/14241277.2014.898149
Ministry of Foreign Affairs of Japan. (2017). Diplomacy with the Support of the Public. Diplomatic Bluebook 2017, 379-391. https://www.mofa.go.jp/fp/pp/page22e_000817.html
Ministry of Foreign Affairs of Japan. (2019). Efforts to Promote Understanding and Trust in Japan. Diplomatic Bluebook 2019, 325–342. https://www.mofa.go.jp/fp/pp/page22e_000929.html
Oyama, S. (2015). Japanese creative industries in globalization. In L. Hjorth & O. Khoo (Eds.), Routledge Handbook of New Media in Asia (pp. 322–332). Routledge.
Oyama, S. (2019). In the Closet : Japanese Creative Industries and their Reluctance to Forge Global and Transnational Linkages in ASEAN and East. ERIA Discussion Paper Series, 295, 1-25.
Pellitteri, M. (2018). Kawaii Aesthetics from Japan to Europe : Theory of the Japanese “ Cute ” and Transcultural Adoption of Its Styles in Italian and French Comics Production and Commodified Culture Goods. Arts, 7(24), 1-21. https://doi.org/10.3390/arts7030024
Surajaya, I, K. (2010). Japanese Studies in Indonesia. Japanese Studies: Changing Global Profile, (ed. George, P.A.), pp 216-233. Northern Book Centre.
Wong, E. (2019). How Indonesians Embrace the Digital World. Accessed March 10, 2020 from https://www.thejakartapost.com/academia/2019/03/18/how-indonesians-embrace-the-digital-world.html
Yan, J. (2011). Social media in branding : Fulfilling a need. Journal of Brand Management, 18(9), 688-696. https://doi.org/10.1057/bm.2011.
![](/public/site/images/admin/icons/icon-doi.png)
Article Metrics
![](/public/site/images/admin/icons/icon-graph.png)
![](/public/site/images/admin/icons/icon-pdf.png)
Refbacks
- There are currently no refbacks.
Copyright (c) 2020 The Author(s)
![Creative Commons License](http://i.creativecommons.org/l/by-sa/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
_______________________________________________________________________________________________________________
JLA (Jurnal Lingua Applicata) with online ISSN 2598-0556 and print ISSN 2597-6117 is published by Departemen Bahasa, Seni dan Manajemen Budaya (DBSMB), Vocational College of Universitas Gadjah Mada. The content of this website is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Built on the Public Knowledge Project's OJS 2.4.8.1. View website statistics.