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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 16:38:54 (UTC+8)
摘要 Past research has delved into Africa and East Asia nation branding through sports event.
However, only few of them discussed the nation branding attempts from the developing countries in
South East Asia, especially Indonesia. Given the fact that Indonesia has been trying to get out from
the negative image they obtain from corruption and bombing attacks by participating in the rally of
modernity—higher classification of newly-industrialized country (NIC) (Rivett-Carnac, 2016;
Transparency International, 2017), this video content analysis study examined promotional videos
produced by government during the implementation of the Asian Games 2018 which is the second
largest sports event after Olympic Games. This research will utilize the hexagon of nation branding
concept from Simon Anholt (2007) which facilitates clear understanding of nation branding from the
perspective of people, tourism, culture & heritage, governance, and product traits (export).
Investment is not included in the analysis due to the fact that sports event promotional videos contain
less content related to investment.
This study analyzed promotional videos posted in the Asian Games 2018 official Youtube
channel posted from January 26th 2017 until September 17th 2018. From the total of 14 created
playlists and 197 videos posted in the channel, only 105 videos are taken as sample, considering the
video contents has less connection to the concept of nation branding. Based on research question and
literature review, xx codes have developed with the xx arising codes from the data.
Results of this video content analysis showed that Indonesia government implied different
kinds of strategies of nation branding. Sequentially, people, culture & heritage, tourism, governance,
and product traits were emerged in the videos. In terms of people, government intended to pull out
the image of supportive ordinary people (citizens/residents) the most instead of professional athletes
or any other figures related to the event. It is parallel to the findings in the governance codes which
mostly described the characteristic of liberal democracy system—freedom of expression. Meanwhile,
in contrast with people and governance codes which presented attempts to be a more modern and
developed country, government still firmly preserved the more international image of Indonesia in
tourism and culture & heritage codes by featuring scenes of natural landscapes and local
traditions/arts. In product traits codes, through the local-produced material, government presented a
transitional 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
dc.contributor.advisor 康庭瑜zh_TW
dc.contributor.advisor Kang, Ting-Yuen_US
dc.contributor.author (Authors) 李惠蓮zh_TW
dc.contributor.author (Authors) Winda Prisilia Lizaren_US
dc.creator (作者) 李惠蓮zh_TW
dc.creator (作者) Lizar, Winda Prisiliaen_US
dc.date (日期) 2019en_US
dc.date.accessioned 5-Sep-2019 16:38:54 (UTC+8)-
dc.date.available 5-Sep-2019 16:38:54 (UTC+8)-
dc.date.issued (上傳時間) 5-Sep-2019 16:38:54 (UTC+8)-
dc.identifier (Other Identifiers) G0106461018en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/125726-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學位學程(IMICS)zh_TW
dc.description (描述) 106461018zh_TW
dc.description.abstract (摘要) Past research has delved into Africa and East Asia nation branding through sports event.
However, only few of them discussed the nation branding attempts from the developing countries in
South East Asia, especially Indonesia. Given the fact that Indonesia has been trying to get out from
the negative image they obtain from corruption and bombing attacks by participating in the rally of
modernity—higher classification of newly-industrialized country (NIC) (Rivett-Carnac, 2016;
Transparency International, 2017), this video content analysis study examined promotional videos
produced by government during the implementation of the Asian Games 2018 which is the second
largest sports event after Olympic Games. This research will utilize the hexagon of nation branding
concept from Simon Anholt (2007) which facilitates clear understanding of nation branding from the
perspective of people, tourism, culture & heritage, governance, and product traits (export).
Investment is not included in the analysis due to the fact that sports event promotional videos contain
less content related to investment.
This study analyzed promotional videos posted in the Asian Games 2018 official Youtube
channel posted from January 26th 2017 until September 17th 2018. From the total of 14 created
playlists and 197 videos posted in the channel, only 105 videos are taken as sample, considering the
video contents has less connection to the concept of nation branding. Based on research question and
literature review, xx codes have developed with the xx arising codes from the data.
Results of this video content analysis showed that Indonesia government implied different
kinds of strategies of nation branding. Sequentially, people, culture & heritage, tourism, governance,
and product traits were emerged in the videos. In terms of people, government intended to pull out
the image of supportive ordinary people (citizens/residents) the most instead of professional athletes
or any other figures related to the event. It is parallel to the findings in the governance codes which
mostly described the characteristic of liberal democracy system—freedom of expression. Meanwhile,
in contrast with people and governance codes which presented attempts to be a more modern and
developed country, government still firmly preserved the more international image of Indonesia in
tourism and culture & heritage codes by featuring scenes of natural landscapes and local
traditions/arts. In product traits codes, through the local-produced material, government presented a
transitional image between traditional and modern image.		en_US
dc.description.tableofcontents Chapter One: Introduction 1
1.1 Research Background 1
1.2 Research Purposes 6
1.3 Research Significance 7
Chapter Two: Literature Review 8
2.1 The Concept of Nation Branding 8
2.2 Competitive Identity 11
2.3 Mega Sport-Events and Its Benefits 13
2.4 Mega-Sport Events: A Critical Point of View 19
2.5 Nation, Nationalism and Nationalist Positioning 21
2.6 Nationalism in Sports Event 25
2.7 Modernity in Indonesia 27
Chapter Three:Methodology 31
3.1 Data Collection 33
3.2 Data Analysis 37
Chapter Four: Results 42
4.1. People 43
4.2. Culture and Heritage 51
4.3. Tourism 56
4.4. Governance 60
4.5. Product Traits 64
Chapter Five Conclusion 67
5.1. Conclusion 67
5.2. Limitations 70
References 72		zh_TW
dc.format.extent 2172693 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106461018en_US
dc.subject (關鍵詞) 體育賽zh_TW
dc.subject (關鍵詞) 打造品牌zh_TW
dc.subject (關鍵詞) 印尼zh_TW
dc.subject (關鍵詞) 2018 年亞運會zh_TW
dc.subject (關鍵詞) Nation brandingen_US
dc.subject (關鍵詞) The Asian Games 2018en_US
dc.subject (關鍵詞) Modernen_US
dc.subject (關鍵詞) Sports eventen_US
dc.subject (關鍵詞) Video content analysisen_US
dc.title (題名) 通過體育賽打造品牌和民族：印尼2018年舉行的亞運會zh_TW
dc.title (題名) Branding and Modern Nation through a Sport Event: the Asian Games 2018 in Indonesiaen_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU201900587en_US