Please use this identifier to cite or link to this item: https://ah.lib.nccu.edu.tw/handle/140.119/125726
題名: 通過體育賽打造品牌和民族:印尼2018年舉行的亞運會
Branding and Modern Nation through a Sport Event: the Asian Games 2018 in Indonesia
作者: 李惠蓮
Lizar, Winda Prisilia
貢獻者: 康庭瑜
Kang, Ting-Yu
李惠蓮
Winda Prisilia Lizar
關鍵詞: 體育賽
打造品牌
印尼
2018 年亞運會
Nation branding
The Asian Games 2018
Modern
Sports event
Video content analysis
日期: 2019
上傳時間: 5-Sep-2019
摘要: Past research has delved into Africa and East Asia nation branding through sports event.\nHowever, only few of them discussed the nation branding attempts from the developing countries in\nSouth East Asia, especially Indonesia. Given the fact that Indonesia has been trying to get out from\nthe negative image they obtain from corruption and bombing attacks by participating in the rally of\nmodernity—higher classification of newly-industrialized country (NIC) (Rivett-Carnac, 2016;\nTransparency International, 2017), this video content analysis study examined promotional videos\nproduced by government during the implementation of the Asian Games 2018 which is the second\nlargest sports event after Olympic Games. This research will utilize the hexagon of nation branding\nconcept from Simon Anholt (2007) which facilitates clear understanding of nation branding from the\nperspective of people, tourism, culture & heritage, governance, and product traits (export).\nInvestment is not included in the analysis due to the fact that sports event promotional videos contain\nless content related to investment.\nThis study analyzed promotional videos posted in the Asian Games 2018 official Youtube\nchannel posted from January 26th 2017 until September 17th 2018. From the total of 14 created\nplaylists and 197 videos posted in the channel, only 105 videos are taken as sample, considering the\nvideo contents has less connection to the concept of nation branding. Based on research question and\nliterature review, xx codes have developed with the xx arising codes from the data.\nResults of this video content analysis showed that Indonesia government implied different\nkinds of strategies of nation branding. Sequentially, people, culture & heritage, tourism, governance,\nand product traits were emerged in the videos. In terms of people, government intended to pull out\nthe image of supportive ordinary people (citizens/residents) the most instead of professional athletes\nor any other figures related to the event. It is parallel to the findings in the governance codes which\nmostly described the characteristic of liberal democracy system—freedom of expression. Meanwhile,\nin contrast with people and governance codes which presented attempts to be a more modern and\ndeveloped country, government still firmly preserved the more international image of Indonesia in\ntourism and culture & heritage codes by featuring scenes of natural landscapes and local\ntraditions/arts. In product traits codes, through the local-produced material, government presented a\ntransitional image between traditional and modern image.
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描述: 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
106461018
資料來源: http://thesis.lib.nccu.edu.tw/record/#G0106461018
資料類型: thesis
Appears in Collections:學位論文

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