A CONTENT ANALYSIS OF INDONESIA'S NATIONAL BRANDING AS A LEADING FORCE IN GLOBAL MUSLIM FASHION: Perspectives from Online Mass Media

Surwandono Surwandono, Vira Aulia

Abstract


Indonesia ranks third globally in Muslim fashion production, fostering optimism in its potential as a prominent center for the industry. This paper aims to analyse Indonesia's endeavours to establish itself as the worldwide hub for Muslim fashion through the use of national newspapers. A qualitative content analysis has been conducted using ‘directed approach’ through 200 domestic newspapers. Based on the research findings, it can be observed that, first, non-state media sources have assumed a more prominent position in disseminating information pertaining to this matter compared to the government-run media channels. Second, non-state actors place significant emphasis on the issue of Muslim fashion due to their awareness of the numerous possibilities presented by the Indonesian Muslim fashion sector. At last, the extensive coverage of Muslim fashion by lower-level actors compared to high-level officials suggests a significant impact on Indonesia's efforts to establish itself as a global center for Muslim fashion. While ministries play a crucial role in promoting economic growth, cultural preservation, and social inclusion through Muslim fashion, reduced attention from the president and vice president could inadvertently hinder the industry's growth potential, international competitiveness, and cultural significance.

Keywords


Indonesia; nation branding; muslim fashion

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References


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DOI: 10.15642/JIIS.2024.18.1.225-250

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