Exploration of Kejawen in "Visit Central Java" version of KukuBima Ener-G advertisement

Authors

  • Rustono Farady Marta Master’s Degree of Communication Science Department, Post-Graduate Studies, Universitas Bunda Mulia http://orcid.org/0000-0002-2282-4081 (unauthenticated)
  • Supina Supina Hospitality and Tourism Department, Universitas Bunda Mulia, Jakarta, Indonesia
  • Erlina Fernando Master's Degree of Communication Science Department, Universitas Bunda Mulia, Jakarta, Indonesia
  • William Yohanes Master's Degree of Communication Science Department, Universitas Bunda Mulia, Jakarta, Indonesia
  • Ignatius Dwi Pulung Cahyanto The Department of Management, College of Business Administration, University of Louisiana at Lafayette, Lafayette, LA, United States http://orcid.org/0000-0003-1278-0377 (unauthenticated)

DOI:

https://doi.org/10.30659/e.7.1.160-176

Keywords:

Kejawen, advertising, social code, semiotics

Abstract

Developments in the era of globalization are in the world's spotlight, not only on differences in mindset but also on many aspects. One of them is the impact on the existence of culture in Indonesia. This fact drives companies in Indonesia to reintroduce Indonesian culture through advertising. An example is the Visit Central Java version of the KukuBima Ener-G advertisement explored in this study, intending to take an essential role in contributing to presenting local content that specifically raises the cultural side of Central Java. This study also aims at seeing the cultural values embedded in Javanese society, namely the Kejawen, which is implied in the KukuBima Ener-G advertisement. This study used a descriptive qualitative approach and data collection techniques using John Fiske's Semiotics Method to analyze more deeply the content of advertisements based on the Social Code Theory initiated by Edward T. Hall. This study explores deeper in terms of the strategy of cultural visual but still displays the brand image. The results of this study lead to the emergence of a number of Kejawen from the aspect of Low Context Culture and High Context Culture in each advertising scene.

Author Biographies

  • Rustono Farady Marta, Master’s Degree of Communication Science Department, Post-Graduate Studies, Universitas Bunda Mulia
    Rustono Farady Marta (FRAD) is a visiting assistant professor at the Faculty of Psychology at Atma Jaya Catholic University of Indonesia and Head of Master’s Degree of Communication Science Department at Bunda Mulia University. His research interest on identity and media studies as one of masterpiece PhD of Communication Science at Universitas Indonesia. He also focus in development of scientific journal by Indonesian Communication Science Journal Publishers Association (APJIKI);
  • Ignatius Dwi Pulung Cahyanto, The Department of Management, College of Business Administration, University of Louisiana at Lafayette, Lafayette, LA, United States
    Ignatius P. Cahyanto is a lecturer at the Department of Management, College of Business Administration, University of Louisiana at Lafayette, Lafayette, LA, United States. He received his Master Degree in Tourism and holds a Ph.D. in Tourism from University of Florida. His research interests include risk & travel behaviors, crisis management for the tourism industry, tourists' risk information behaviors, tourist evacuation, tourism planning and development.

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Published

2022-02-28

Issue

Vol. 7 No. 1 (2022): February 2022

Section

Culture

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