The art of honing the conscience through bukalapak ads: barongsai Indonesia, juara hati membangun bangsa

(1) * Andreas Lumampauw Mail (Universitas Bunda Mulia, Indonesia)
(2) Rustono Farady Marta Mail (Universitas Bunda Mulia, Indonesia)
(3) Yohanes Nugroho Widyanto Mail (Catholic University of Widya Mandala Surabaya, Indonesia)
(4) Todd Lyle Sandel Mail (Universidade de Macau, Taipa, Macao)
(5) Sunny Lie Mail (California State Polytechnic University, Pomona, United States)
*corresponding author


Culture is one of the foundations for the existence of Indonesia as a nation, as it is expressed in the second stanza of her national anthem. The government has taken an initiative to prioritize national character building, which places character education to realize the vision of national development. One of the efforts to visualize this Indonesian is constructed through a Bukalapak advertisement entitled “Barongsai Indonesia, Juara Hati Membangun Negeri,” which presented the Kong Ha Hong lion dance group and was published via Youtube. This study aims to see that the character values of the Indonesian nation can be constructed through digital media, more precisely through an advertisement. This research employed a qualitative approach with a constructivist paradigm that sees facts as unique and has a special meaning. In addition, the analysis used Thomas Albert Sebeok's visual semiotics to depict several similar classifications to different visual symbols. It was found that every advertisement scene contained both visual and audio messages related to the adaptation of the culture and character of the Indonesian. The contribution and novelty of this research in its construction of the deep meaning of an advertisement are that the conscience has played a major role in the process of cultural adaptation in which the national characters have been honed through the actual actions in the heart-mind, body, and spirit. This research suggested that the character of the Indonesian nation can be formed through cultural adaptation, as proven by the Kong Ha Hong lion dance


Cultural adaptation; Nation character; Visual semiotics; Advertisement; Lion dance



Article metrics

10.31763/viperarts.v3i1.342 Abstract views : 453 | PDF views : 173




Full Text



H. A. M. Voorveld, G. van Noort, D. G. Muntinga, and F. Bronner, “Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type,” J. Advert., vol. 47, no. 1, pp. 38–54, 2018, doi: 10.1080/00913367.2017.1405754.

R. Lawes, “Big semiotics: Beyond signs and symbols,” Int. J. Mark. Res., vol. 61, no. 3, pp. 252–265, 2019, doi: 10.1177/1470785318821853.

Z. Gülseven, A. Kumru, G. Carlo, and M. R. de Guzman, “The Roles of Perspective Taking, Empathic Concern, and Prosocial Moral Reasoning in the Self-Reported Prosocial Behaviors of Filipino and Turkish Young Adults,” J. Cross. Cult. Psychol., vol. 51, no. 10, pp. 814–830, 2020, doi: 10.1177/0022022120968265.

C. Y. Hoon, “Putting Religion into Multiculturalism: Conceptualising Religious Multiculturalism in Indonesia,” Asian Stud. Rev., vol. 41, no. 3, pp. 476–493, 2017, doi: 10.1080/10357823.2017.1334761.

M. I. Farisi, “Bhinneka Tunggal ika [unity in diversity]: From dynastic policy to classroom practice,” J. Soc. Sci. Educ., vol. 13, no. 1, pp. 46–61, 2014, doi: 10.2390/jsse-v14-i1-1261.

Setyowati, D. Liesnoor, Astuti, and T. M. P. Kurniawan, “Communal Awareness of Diversity to Enforce Tolerance Tourism in Singkawang City,” J. Environ. Manag. Tour., vol. 11, no. 2, pp. 460–470, 2020, doi:

D. Sulistianingsih, M. S. Prabowo, and Pujiono, “Cultural Conflicts: How to Overcome Them?,” J. Adv. Res. Law Econ., vol. 10, no. 8, pp. 2533 – 2541, 2019, doi:

L. Back and S. Sinha, “Multicultural Conviviality in the Midst of Racism’s Ruins,” J. Intercult. Stud., vol. 37, no. 5, pp. 517–532, 2016, doi: 10.1080/07256868.2016.1211625.

T. B. Pepinsky, “Pluralism and Political Conflict in Indonesia,” Southeast Asia Progr. Publ. Cornell Univ., vol. 25, no. 96, pp. 81–100, 2013, doi: 10.5728/indonesia.96.0079.

S. W. Setiawan and R. Sibarani, “Budaya Srawung sebagai Potret Toleransi Beragama dan Bersuku untuk Meredam Konflik di Kota Semarang,” Anthr. J. Antropol. Sos. dan Budaya (Journal Soc. Cult. Anthropol., vol. 6, no. 2, p. 194, 2021, doi: 10.24114/antro.v6i2.19043.

A. N. Adji and M. Polain, “‘We cannot heal what we will not face’: dismantling the cultural trauma and the May ’98 riots in Rani P Collaborations’ Chinese Whispers,” J. Graph. Nov. Comics, vol. 12, 2021, doi:

A. Ahmadi, “The Traces of Oppression and Trauma to Ethnic Minorities in Indonesia Who Experienced Rape on the 12 May 1998 Tragedy: A Review of Literature,” J. Ethn. Cult. Stud., vol. 8, no. 2, p. 126, 2021, doi: 10.29333/ejecs/744.

R. F. Marta, “Refleksi Hibriditas Budaya dalam Pancasila Pada Realitas dan Media Sebagai Identitas Bangsa,” Bricol. J. Magister Ilmu Komun., vol. 3, no. 01, pp. 1–12, Nov. 2017, doi: 10.30813/bricolage.v3i01.841.

P. Ardhianto and W. Manuel Son, “Visual Semiotics Analysis on Television Ads UHT Ultra Milk ‘Love Life, Love Milk,’” Int. J. Vis. Perform. Arts, vol. 1, no. 1, pp. 27–41, Jun. 2019, doi: 10.31763/viperarts.v1i1.13.

S. R. Haryono and D. K. S. Putra, “Identitas Budaya Indonesia: Analisis Semiotika Roland Barthes Dalam Iklan Aqua Versi ‘Temukan Indonesiamu,’” Acta Diurna, vol. 13, no. 2, pp. 67–88, 2017, doi:, “Kong Ha Hong Lion Dance Troupe Profile,”, Jakarta, 2018.

P. A. Liana, “Kong Ha Hong, Tim Barongsai Indonesia Yang Jadi Langganan Juara Dunia,”, 2020. .

A. A. R. Peter Magnusson, Stanford A. Westjohn, Alexey V. Semenov and and S. Zdravkovic, “The Role of Cultural Intelligence in Marketing Adaptation and Export Performance,” J. Int. Mark., vol. 21, no. 4, pp. 44–61, 2013, doi:

A. Presbitero, “Culture shock and reverse culture shock: The moderating role of cultural intelligence in international students’ adaptation,” Int. J. Intercult. Relations, vol. 53, pp. 28–38, 2016, doi: 10.1016/j.ijintrel.2016.05.004.

S. R. Fitzsimmons, Y. Liao, and D. C. Thomas, “From crossing cultures to straddling them: An empirical examination of outcomes for multicultural employees,” J. Int. Bus. Stud., vol. 48, no. 1, pp. 63–89, 2017, doi: 10.1057/s41267-016-0053-9.

D. C. Thomas et al., “Cultural intelligence: A theory-based, short form measure,” J. Int. Bus. Stud., vol. 46, no. 9, pp. 1099–1118, 2015, doi: 10.1057/jibs.2014.67.

Pemerintah Republik Indonesia, “Kebijakan Nasional: Pembangunan Karakter Bangsa Tahun 2010-2025,” Pemerintah Republik Indones., pp. 1–41, 2010.

K. N. Lemon and P. C. Verhoef, “Understanding customer experience throughout the customer journey,” J. Mark., vol. 80, no. 6, pp. 69–96, 2016, doi: 10.1509/jm.15.0420.

A. Kusters, M. Spotti, R. Swanwick, and E. Tapio, “Beyond languages, beyond modalities: transforming the study of semiotic repertoires,” Int. J. Multiling., vol. 14, no. 3, pp. 219–232, 2017, doi: 10.1080/14790718.2017.1321651.

W. Nöth, “The Semiotics of Teaching and the Teaching of Semiotics,” in Semiotics Education Experience, BRILL, 2010, pp. 1–19.

G. Stokoe, W. C., & College, “The Sign and Its Masters. Thomas Sebeok,” Am. Anthropol., 1980, doi: 10.1525/aa.1980.82.4.02a00190.

P. Gorban, “The Coding and Decoding of the Sign at Thomas A. Sebeok,” Int. J. Commun. Res., vol. 6, no. 1, p. 43, 2016, doi:

E. Ipelona, “Dipercaya Dapat Usir Malapetaka & Mendatangkan Rezeki, Ini Makna Dalam Gerakan Barongsai,” Kompas.TV, Jakarta, 2020.

L. F. Ying and L. F. Chiat, “Dramatizing 1Malaysia in contemporary Chinese lion dance,” Asian Theatr. J., vol. 33, no. 1, pp. 130–150, 2016, doi: 10.1353/atj.2016.0008., “Kisah Grup Barongsai Kong Ha Hong, Dilarang Era Orba dan Kini Jadi Juara Dunia,”, Jakarta, 2020.

F. M. Harita, T. P. Sadono, M. Sya, J. Fernando, and J. K. Goswami, “Traveloka As the Ultimate Workplace for Millennial Graduates in Information and Technology,” Aspiration J., vol. 1, no. November, pp. 163–181, 2020.

D. Saripudin and K. Komalasari, “The development of multiculturalism values in Indonesian history textbook,” Am. J. Appl. Sci., vol. 13, no. 6, pp. 827–835, 2016, doi: 10.3844/ajassp.2016.827.835.

K. A. Fleming, S. J. Heintzelman, and B. D. Bartholow, “Specifying Associations Between Conscientiousness and Executive Functioning: Mental Set Shifting, Not Prepotent Response Inhibition or Working Memory Updating,” J. Pers., vol. 84, no. 3, pp. 348–360, 2016, doi: 10.1111/jopy.12163.

D. Bettiga, L. Lamberti, and G. Noci, “Do mind and body agree? Unconscious versus conscious arousal in product attitude formation,” J. Bus. Res., vol. 75, pp. 108–117, 2017, doi: 10.1016/j.jbusres.2017.02.008.

S. K. Pandya, “Understanding brain, mind and soul: Contributions from neurology and neurosurgery,” Mens Sana Monogr., vol. 9, no. 1, pp. 129–149, 2011, doi: 10.4103/0973-1229.77431.


  • There are currently no refbacks.

Copyright (c) 2021 Andreas Lumampauw

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

International Journal of Visual and Performing Arts
ISSN 2684-9259
Published by Association for Scientific Computing Electronics and Engineering (ASCEE)
Organized by:

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0

Viperarts Stats