Strategi kampanye kebaya sebagai identitas nasional Indonesia melalui gerakan #SelasaBerkebaya = Kebaya campaign strategy as Indonesia national identity through #SelasaBerkebaya movement

Malise, Ribka (2020) Strategi kampanye kebaya sebagai identitas nasional Indonesia melalui gerakan #SelasaBerkebaya = Kebaya campaign strategy as Indonesia national identity through #SelasaBerkebaya movement. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Kebaya is the national identity of Indonesian women who have history in Indonesia. Kebaya is not just a mere body armor, but also a symbol that represent every woman in Indonesia. But lately, there have been new trends appearing among the women in Indonesia that are shifting the position of Kebaya as their national identity. This event that is happening creates communities who care and have the urge to bring back the identity of women in Indonesia by wearing Kebaya every Tuesday. The campaign name for this movement is #SelasaBerkebaya. Therefore, this research will be seeing on how the Kebaya Strategy Campaign will become a national identity for women in Indonesia through #SelasaBerkebaya movement. This research will be using a qualitative approach with descriptive research method. Data collection will be performed using primary data, which are interviews and participant observation, also secondary data in the form of external resources such as online sites, articles, journals that are related directly with the object under study. Interviews are done to the originators who create the #SelasaBerkebaya movement and also experts. As a national identity that contributes as a non-military defense in Indonesia, it strengthens the Indonesian people to be equal with other nations. But unfortunately, the Indonesian people themselves still do not understand the meaning of kebaya in depth. Therefore a kebaya campaign strategy was formed to preserve the #SelasaBerkebaya movement. Kebaya merupakan identitas nasional perempuan Indonesia yang memiliki sejarah di Indonesia. Kebaya bukanlah hanya sebagai alat pelindung tubuh, tetapi symbol yang mewakili perempuan Indonesia. Namun, akhir-akhir ini muncul trend baru di kalangan perempuan Indonesia yang menggeser posisi kebaya sebagai identitas nasional. Melihat peristiwa ini munculah komunitas-komunitas yang peduli dan mau mengangkat jati diri perempuan Indonesia kembali dengan berkebaya setiap hari Selasa. Gerakan ini diberi nama kampanye #SelasaBerkebaya. Dengan demikian, penelitian ini akan melihat bagaimana strategi kampanye kebaya sebagai identitas nasional melalui kampanye #SelasaBerkebaya. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian deskriptif. Pengumpulan data dilakukan dengan data primer, yaitu wawancara dan observasi partisipan, serta data sekunder berupa sumber-sumber eksternal seperti situs online, artikel, jurnal yang berhubungan langsung dengan objek yang diteliti. Wawancara dilakukan kepada para pencetus gerakan #SelasaBerkebaya dan para pakar. Sebagai identitas nasional yang berkontribusi sebagai pertahanan non-militer di Indonesia memperkuat bangsa Indonesia agar sejajar dengan bangsa-bangsa lain. Namun sayangnya, masyarakat Indonesia sendiri masih kurang memahami arti dari kebaya secara mendalam. Maka dari itu dibentuknya strategi kampanye kebaya untuk melestarikan melalui gerakan #SelasaBerkebaya.

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