Batik and nation branding: bridging national idenity and national interest = Batik dan nation branding: menjembatani identitas nasional dan kepentingan nasional

Clarabelle, Adella (2021) Batik and nation branding: bridging national idenity and national interest = Batik dan nation branding: menjembatani identitas nasional dan kepentingan nasional. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Culture is one of the most important factors when discussing soft power, since it is something that is considered attractive and represents an essence of a nation. Batik was inscribed into UNESCO’s Representative List of World’s Intangible Cultural Heritage of Humanity in 2009. There is no doubt that batik plays a huge part in projecting Indonesia’s identity domestically and internationally. The purpose of this research is to put together on how batik is established as Indonesia’s national identity and what advantages does this cultural identity bring to Indonesia in terms of achieving its national interest. This research is using Neoliberalism, along with the concept of Soft Power, Nation Branding, National Identity, and National Interest as the conceptual framework. This research is a qualitative research and is using deductive reasoning and is conveying the results in a descriptive method. The result of this research indicates the importance of having batik, as a cultural heritage, as Indonesia’s national identity and the importance of having an identity and nation branding in achieving Indonesia’s national interest. With batik being incorporated in various existing Indonesia’s nation branding strategies, namely Wonderful Indonesia and Remarkable Indonesia. It has helped Indonesia achieve numerous political, social and economic gains. The findings indicate that batik is impactful both in establishing Indonesia’s national identity and contributing to achieve Indonesia’s national interest through effective nation branding strategies. / Budaya adalah suatu hal yang tidak bisa dipungkiri ketika membahas tentang kekuatan lunak, karena budaya dapat menimbulkan daya tarik yang kuat dan mencerimnkan esensi dari suatu bangsa. Batik, salah satu budaya kebangaan Indonesia, telah ditorehkan dalam UNESCO’s Representative List of Intangible Cultural Heritage of Humanity pada tahun 2009 dan juga telah berkali-kali dinyatakan sebagai bagian dari identitas nasional bangsa Indonesia. Sulit untuk tidak mengasosiasikan batik dengan Indonesia dan Indonesia dengan batik. Tidak diragukan lagi, batik berperan besar dalam memproyeksikan identitas nasional bangsa Indonesia di dalam negeri maupun di ranah internasional. Tujuan penelitian ini adalah untuk mengurai bagaimana batik dikukuhkan dalam identitas bangsa Indonesia dan menggali apa keunggulan identitas budaya tersebut bagi bangsa Indonesia dalam hal pencapaian kepentingan nasionalnya. Penelitian ini menggunakan teori Neoliberalisme, bersama dengan konsep Kekuatan Lunak, Nation Branding, Identitas Nasional, dan Kepentingan Nasional. Penelitian ini juga merupakan penelitian kualitatif dan menggunakan penalaran deduktif, serta menyampaikan hasilnya dengan metode deskriptif. Hasil penelitian ini menunjukkan pentingnya batik sebagai warisan budaya dalam identitas nasional bangsa Indonesia dan pentingnya memiliki identitas nasional dan nation branding dalam pencapaian kepentingan nasional Indonesia. Dengan masuknya batik ke dalam berbagai nation branding yang ada dan sedang berjalan, telah membantu Indonesia mencapai berbagai macam hal, baik secara politik, sosial dan ekonomi. Hal ini menandakan bahwa batik berdampak baik dalam memberikan kontribusi dalam memproyeksikan identitas bangsa dan nation branding Indonesia.

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