Susilo, M.Edy and Yustitia, Senja (2016) Yogyakarta City Branding in the Lens of Media and Beyond. In: Mass Media in Crossroads Conference UNPAD Bandung, 6-7 Desember 2016, Bandung.
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Abstract
Yogyakarta province has carried out a city branding with the tagline “Jogja Never Ending Asia”, since 2004. However, that city branding did not fit the expectation and failed. The stakeholders should feel confused with it. After more than one decade, in 2015, the Government of Yogyakarta Province launched city re-branding with a new tagline "Jogja Istimewa". This study has an objective to evaluate the new city branding.The result of this study could be an input or recommendation for the Government of Yogyakarta in order to implement a successful city branding and avoid failures in the past. The methods used in this research are content analysis and qualitative descriptive method. Researchers uses two newspapers as an object of content analysis, the biggest national newspaper, “Kompas” and the most prominent local newspaper “Kedaulatan Rakyat”. Subsequently, interviews with stakeholders, such as government, and city branding team, were used to complete the data for the content analysis.The results of content analysis indicate that the news about Yogyakarta does not provide the information which conventionally identifying Yogyakarta such as tourism, education and culture. In the news, there is none information mentioned about "Jogja Istimewa". In fact, a criminal news is categorized as the highest rank of all news about Yogyakarta. Further exploration of the data show that there is no guidance how to implement city branding. Therefore, every region implements city branding in accordance with their own interpretation. In brief, no special projectis carried out to support the new city branding. Keywords: city branding, rebranding, content analysis, newspaper, Jogja Istimewa
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | - YUSTITIA SENJA |
| Date Deposited: | 28 May 2018 05:17 |
| Last Modified: | 28 May 2018 05:17 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/15238 |
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