Batik Tulis Brand Image as Cultural Diplomacy Based on Social Media (Handayani Geulis Batik Instagram Case Study)
DOI:
https://doi.org/10.32832/komunika.v10i1.24350Kata Kunci:
Cultural diplomacy, Brand image, Batik, Instagram, Cultural promotionAbstrak
Cultural diplomacy efforts are often hampered by not choosing the right media to display the brand image that is the nation's identity. Batik, as a heritage of Indonesia, is a form of cultural diplomacy. This research aims to look at the efforts of batik craftsmen to use social media for cultural promotion. Using descriptive qualitative methods, researchers made observations on the social media account @handayanigeulis in an effort to promote cultural diplomacy. Researchers conducted an analysis of the brand image content of written batik on social media (@handayanigeulis), which contains elements of cultural diplomacy. The results of this research found three categories of posts that were seen as cultural diplomacy branding efforts carried out by @handayanigeulis: 1. Visually, there are 65 cultural diplomacy activity posts for the March–June 2024 period, consisting of indicators of batik design, brand image, and consumer culture. From each indicator, researchers see that each content post attempts to display the image of Indonesian batik as a cultural heritage that is the pride of the Indonesian people. From @handayani geulis' post, it shows that cultural diplomacy activities carried out with foreign citizens received very good appreciation for the batik motif designs produced by Handayani Geulis. The conclusion of this research is that conveying the nation's cultural image through batik cloth on Instagram social media requires innovation and creativity in producing and managing batik content as cultural diplomacy.
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Komunika: Journal of Communication Science and Islamic Dakwah disebarluaskan di bawah Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional.
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