p–ISSN: 2723 - 6609 e-ISSN: 2745-5254

Vol. 4, No. 8, August 2023 http://jist.publikasiindonesia.id/

Doi : 10.59141/jist.v4i8.668 896

VOICE OF INDONESIA AND SENSE OF BELONGING IN MEDIA: A

CONTENT ANALYSIS

Daniel Susilo

, Harliantara

Multimedia Nusantara University Tanggerang, Indonesia

, Dr. Soetomo University

Surabaya, Indonesia

Email: [email protected]

, [email protected]

*Correspondence

ARTICLE INFO

ABSTRACT

Accepted

: 03-08-2023

Revised

: 08-08-2023

Approved

: 09-08-2023

VOI (Voice of Indonesia) is a professional media in their respective

field, that exists and works for Indonesian development. Their content

is dominated by cultural promotion and tourism but it’s not delivered

subtly. This paper would asses the sense of belonging on VOI

broadcast by RRI as an English worldwide broadcast. Content analysis

by Krippendorf was used as a methodology to assess the Instagram post

by VOI. As a result, VOI can’t be like VICE, subtly presenting

information and their dynamic of phrases. This alarms Indonesia to

stand out more in international affairs; therefore Indonesia won’t be

seen as a country with empty offer.

Keywords: Content Analysis;

VOI; International Affair;

Sense of Belonging.

Attribution-ShareAlike 4.0 International

Introduction

Nationalism with traditionalism is a multifaceted ideology that intertwines a love

for one's country with a strong emphasis on preserving and adhering to traditional

values, customs, and cultural heritage (Roslidah & Komara, 2017). As a political and

social stance, it seeks to forge a cohesive and unified national identity while

safeguarding the historical roots and time-honored practices that have shaped the

nation's character over time.

Nationalism, when combined with traditionalism, originates from a profound

sentiment of pride and emotional connection towards one's nation, encompassing its

historical background and its populace (Chu, Lien, & Cao, 2019). This variant of

nationalism places significant emphasis on the primacy of national autonomy, cultural

distinctiveness, and a collective perception of a predetermined future among the

populace. Advocates of this particular ideology frequently maintain the viewpoint that a

robust nation is constructed upon the bedrock of its shared historical narrative, linguistic

heritage, religious practices, and cultural traditions. The preservation of cultural heritage

and ancestral rituals is a significant aspect of nationalism intertwined with

traditionalism. Traditionalists argue that these practices not only contribute to the

establishment of a collective identity and the preservation of cultural heritage but also

play a crucial role in shaping individuals' ethical framework and leading societal

behavior towards morally upright paths. Traditional values can be defined as the set of

beliefs and principles that encompass all aspects of society, including family structures,

religious practices, and social conventions. Advocates of traditional values assert that

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Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 8, Agustus 2023 897

these elements play a crucial role in upholding social order and fostering social

cohesiveness.

The ideology of nationalism, when combined with traditionalism, places

significant importance on the preservation of continuity in governance and institutions.

It advocates for a gradual approach to change that aligns with the nation's historical

trajectory. This viewpoint frequently encounters conflicts with swift social or political

changes, as adherents of traditionalism perceive these as possible risks to the stability

and unity of the nation (Nurrahmi & Putra, 2019). Through the deliberate cultivation of

a robust historical continuum, individuals endeavor to achieve an equilibrium between

advancement and conservation, thereby safeguarding the fundamental principles that

delineate the nation against the encroachment of contemporary influences. The

correlation between nationalism and traditionalism can also exert an impact on a

nation's perception of individuals from foreign countries and the formulation of

immigration laws. Supporters of this ideology may perceive mass immigration and the

process of assimilating foreign cultures as potential challenges to their national identity

and traditional values. Frequently, individuals advocate for more stringent immigration

regulations to safeguard their cultural legacy from dilution. They underscore the

importance of newcomers assimilating into and demonstrating reverence for the

established practices and beliefs (Musa, Mulyana, Bajari, & Navarro, 2020).

Nevertheless, the combination of nationalism and traditionalism is not without its

problems. Critics contend that a rigorous commitment to historical traditions has the

potential to impede societal advancement and curtail personal liberties. It is argued that

the adoption of such an ideology has the potential to sustain and perpetuate social

disparities and prejudiced treatment, given that certain cultural customs and practices

may be inherently oppressive or influenced by biased convictions (Widyaningrum &

Dugis, 2018). The task of reconciling the preservation of tradition with the advancement

of social justice and inclusivity emerges as a fundamental dilemma for societies that

embrace this concept. The phenomenon of nationalism coupled with traditionalism has

been increasingly recognized in diverse regions across the globe in recent years. The

phenomenon of globalization and its quick pace of change has raised apprehensions

regarding the potential loss of cultural diversity and the weakening of national identities

(Susilo & Sugihartati, 2021). Consequently, several individuals have sought comfort in

safeguarding their cultural heritage and upholding traditional practices. Moreover, the

proliferation of technology and the internet has accelerated the dissemination of ideas,

enabling those with similar ideologies to establish connections and reinforce their

collective convictions, irrespective of geographical boundaries. The interconnected

network of nationalist traditionalists on a worldwide scale has played a significant role

in facilitating the dissemination of ideas and fostering the exchange of many regional

manifestations of this particular ideology (Widyaningrum & Dugis, 2018).

Nationalism with traditionalism represents an ideology that marries a profound

love for one's country with a dedication to preserving cultural heritage and historical

customs (Brubaker, 2012). By cherishing traditional values and institutions, proponents

Daniel Susilo, Harliantara

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 8, August 2023 898

seek to forge a cohesive national identity while maintaining continuity with the past.

While this ideology can foster a strong sense of pride and unity, it must navigate the

complexities of balancing tradition with progress, addressing issues of inclusivity, and

accommodating a changing world (Dawisha, 2002). As the global landscape continues

to evolve, the role of nationalism with traditionalism in shaping societies will

undoubtedly remain a subject of ongoing debate and exploration.

In the realm of news media, the sense of belonging is a fundamental aspect that

impacts how individuals perceive, interact with, and trust the information they consume.

The news media plays a pivotal role in shaping public opinion, disseminating

information, and reflecting the diversity of perspectives within society. To foster a sense

of belonging within news media, it is essential to prioritize inclusivity, accuracy,

transparency, and engagement. In this article, we explore how a strong sense of

belonging in news media contributes to a healthier and more informed society.

The first step towards creating a sense of belonging in news media is through

inclusivity and representation (Liu, Shao, & Fan, 2018). A diverse range of voices and

perspectives should be reflected in the news content, ensuring that it resonates with

various communities and demographics. By showcasing stories that represent the

experiences and struggles of different groups, news media can connect with readers on a

personal level, allowing them to see themselves and their communities reflected in the

stories they read. Moreover, representation is not just about covering diverse topics, but

also about having a diverse workforce within news organizations. Including journalists,

editors, and decision-makers from various backgrounds helps in presenting a broader

array of viewpoints and challenges the biases inherent in media coverage.

A strong sense of belonging is closely tied to trust and credibility. When news

media outlets demonstrate accuracy, accountability, and transparency in their reporting,

they foster trust among their audiences (Farivar, Wang, & Turel, 2022). People are more

likely to feel a sense of belonging to a news organization that consistently provides

reliable information and corrects errors when they occur. Furthermore, maintaining a

commitment to journalistic ethics and fact-checking is crucial in this digital age where

misinformation and fake news can spread rapidly. When news media outlets prioritize

accuracy, they reinforce the idea that their primary goal is to inform the public rather

than merely generate attention or revenue.

Polarization and bias are two significant challenges that can hinder a sense of

belonging in news media. Partisan reporting and sensationalized content can exacerbate

societal divisions, pushing people further away from the news rather than drawing them

in. To address this issue, news outlets must strive for balanced reporting that presents

multiple perspectives and avoids favoring one side over another. Acknowledging and

addressing biases within newsrooms is equally important. News media organizations

should implement diversity and sensitivity training to promote awareness of

unconscious biases and create a more inclusive news environment (Schäfer & Eerola,

2020).

Voice Of Indonesia And Sense Of Belonging In Media: A Content Analysis

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 8, Agustus 2023 899

A sense of belonging thrives when individuals feel connected to the news media

actively. With the rise of digital platforms and social media, news outlets have the

opportunity to engage with their audiences on a more personal level. Encouraging

reader feedback, responding to comments, and incorporating interactive elements such

as polls or surveys can help news media establish a sense of community and foster a

two-way dialogue. Furthermore, leveraging user-generated content can create a sense of

belonging by involving the audience directly in the news creation process. This

approach not only enhances the diversity of perspectives but also empowers readers to

see themselves as contributors to the news media landscape (Lufthansa & Susilo, 2022).

Local news plays a crucial role in cultivating a sense of belonging within

communities. It helps people stay informed about issues directly affecting them,

fostering a sense of shared identity and responsibility (Dutta, Lanvin, & Wunsch-

Vincent, 2016). By highlighting the achievements, challenges, and events in local

communities, news media can promote a greater sense of attachment and belonging

among readers. Unfortunately, many local news outlets have faced economic challenges

and closures in recent years, leading to "news deserts" in various regions. Reviving and

supporting local news is essential for creating a more connected and informed society.

In conclusion, the sense of belonging in news media is an essential factor in

shaping the public's perception and engagement with information. To foster this sense

of belonging, news outlets must prioritize inclusivity, representation, trust, and

engagement. By reflecting diverse perspectives, promoting accuracy, combatting bias,

and engaging with their audiences actively, news media can contribute to a healthier,

more informed, and connected society (Pang, 2020). Ultimately, a strong sense of

belonging in news media strengthens democracy and enables individuals to participate

meaningfully in their communities and the broader world.

Cultural promotion presents an additional challenge in distinguishing between

cultural preservation and cultural revival. While both aim to protect a community's

heritage, they differ in approach. Preservation focuses on safeguarding existing

traditions and practices, ensuring their continuity for future generations. Revival, on the

other hand, seeks to breathe life into forgotten or endangered customs that may have

fallen into disuse. This challenge emerges when deciding which aspects of a culture to

emphasize. Too much emphasis on revival can create an inauthentic representation of

the culture, losing its true essence. Conversely, focusing solely on preservation may

stifle creativity and adaptation, preventing cultural growth and evolution.

The rise of globalization has intensified the challenge of traditionalism and

cultural promotion. As societies become more interconnected, cultures interact and

influence one another. While this cross-pollination can enrich cultures, it can also lead

to cultural homogenization. Globalization can erode unique cultural practices and

replace them with more mainstream, universally accepted norms. This raises questions

about the preservation of cultural diversity and the potential loss of cultural identity in

the face of globalization.

Daniel Susilo, Harliantara

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 8, August 2023 900

The challenge of traditionalism and cultural promotion is a multifaceted and

delicate endeavor being the research objective. Balancing tradition with the need for

progress, preserving cultural identity amid the forces of globalization, and

distinguishing between preservation and revival all require thoughtful consideration. By

fostering open dialogue, embracing cultural diversity, and encouraging the interplay

between tradition and innovation, societies can navigate these challenges successfully

and cultivate a vibrant cultural tapestry for future generations.

Research Methods

Content analysis is a research method used to systematically analyze textual,

visual, or audio material to derive meaningful insights and identify patterns. Within

content analysis, two primary approaches exist: quantitative and qualitative. In this

exploration, we delve into the qualitative method of content analysis, which

emphasizes understanding the deeper meanings, interpretations, and context behind the

data. This approach allows researchers to uncover rich and nuanced information,

making it a valuable tool for investigating complex phenomena. The fundamental goal

of qualitative content analysis is to gain a deeper understanding of the subject matter by

examining the content in its natural context. It focuses on the quality and depth of data

rather than numerical measurements, and it allows researchers to explore individual

experiences, opinions, emotions, and attitudes (Lufthansa & Susilo, 2022). The method

is commonly employed in fields such as sociology, psychology, education, and

communication studies to analyze interviews, focus groups, social media content,

documents, and more.

The process of conducting qualitative content analysis typically involves several

key steps. First, researchers begin by formulating research questions or objectives,

guiding their exploration. Then, they define the unit of analysis, which can range from

a single word to entire documents, depending on the research scope and objectives.

Next, data collection commences, and researchers may employ methods such as in-

depth interviews, observation, or the collection of existing texts and media. Once data

is collected, the process of coding takes place. Coding is the heart of qualitative content

analysis, involving the systematic categorization and labeling of data according to

emerging themes or patterns. Researchers immerse themselves in the data, reading and

re-reading it to identify recurrent ideas, emotions, concepts, or behaviors. These codes

create the building blocks for analysis, enabling the researcher to draw connections and

insights from the content.

During the analysis, the researcher maintains reflexivity, recognizing their own

biases and preconceptions that may influence the interpretation of data. Validity and

reliability are ensured through the use of multiple coders or peer review, enhancing the

rigor of the findings. One of the significant advantages of qualitative content analysis is

its flexibility. Unlike rigid quantitative methods, qualitative content analysis allows

researchers to adapt and refine their coding scheme as new patterns and themes emerge

Voice Of Indonesia And Sense Of Belonging In Media: A Content Analysis

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 8, Agustus 2023 901

during the analysis. This flexibility permits the exploration of unexpected areas,

encouraging a holistic understanding of the data.

Another crucial aspect of qualitative content analysis is its interpretive nature.

Researchers are encouraged to delve into the underlying meanings and context of the

data, considering cultural, social, and historical influences. This emphasis on context

helps avoid oversimplification and fosters a more profound appreciation of the

complexities inherent in the content. However, qualitative content analysis also comes

with certain challenges. As the process relies heavily on the researcher's judgment and

interpretation, the findings may be subjective to some extent. Additionally, the time-

consuming nature of qualitative analysis can be a limiting factor, especially when

dealing with vast volumes of data (Laksono, 2021).

To mitigate these challenges, researchers often employ computer-assisted

qualitative data analysis software (CAQDAS). These tools aid in organizing and

managing large datasets, facilitating the coding process, and enhancing reliability. In

conclusion, the qualitative method of content analysis is a powerful research approach

that allows researchers to explore the depth and complexity of textual, visual, and audio

content. By emphasizing context, interpretation, and understanding, qualitative content

analysis provides valuable insights into the intricacies of human experiences, opinions,

and behaviors. It continues to be an invaluable tool for researchers seeking to

comprehend complex phenomena and contribute to the advancement of knowledge

across various disciplines.

Analysis Technique

The analysis technique will be taking the content data from @voi__official, the

chosen data will be put inside a table. The data is chosen according to culture-related

content. After completing data collection, the data will be analyzed with qualitative

content analysis.

Results and Discussion

CONTENT

CATEGORY

CAPTION

Cultural promotion

Three years after being

halted due to the Covid-19

pandemic, the Baliem Valley

Cultural Festival will return in

August 2023. Thousands of

tourists are targeted to attend the

festival which is an icon of

Papuan tourism

Stay tuned for more information

Daniel Susilo, Harliantara

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 8, August 2023 902

in the Keliling Indonesia

program Wednesday, August 2,

2023, at 09.15 WIB (GMT +7)

Cultural Promotion

A very beautiful, unique,

and amazing fashion carnival in

Jember, East Java is about to be

held hair! Especially if it's not

@jemberfashioncarnaval

Want to know what the

excitement of the event will be?

Stay tuned for the Keliling

Indonesia program Wednesday,

July 26, 2023, at 09.15 WIB

(GMT +7) only on the RRIplay

Go views. id and application.

Click the link in the bio.

Tourism

After a three-year hiatus

due to the pandemic, the 14th

Indonesian Trade and Tourism

Promotion (ITTP 2023) will

return to Phnom Penh,

Cambodia in August. Not only

the exhibition of Indonesian

tourism products and

promotions, this event will also

promote Indonesian education,

culture, and cuisine.

What is the series of events?

Stay tuned for the Tuesday,

August 1 edition of the

Diplomacy Realm program at

12.35 WIB only on the RRIplay

Go views. id and application.

Click the link in the bio.

Cultural Promotion

Do VOI listeners live in

Canada, specifically in Toronto?

Voice Of Indonesia And Sense Of Belonging In Media: A Content Analysis

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 8, Agustus 2023 903

Miss Indonesian food?

Just come to the Indonesian

Food Festival 2023 held by

Consulate General RI Toronto

(@indonesiaintoronto). What

kind of food is there? Let's

follow more information in the

Diplomacy Realm program only

on the RRIplay Go views. id

and application.

Cultural Promotion

The Indonesian Consulate

General in Kuching

(@indonesiainkuching) held

Coffee Morning on July 12,

2023, by presenting an

Interactive Angklung activity

featuring Mrs. Aryati Peach as a

resource person and conductor.

She is also the conductor of the

angklung group at a Senior

Centre in Silver Spring, named

Margaret Schweinhaut. The

angklung group led by Mrs. Ari

is called "Schweinhaut

Angklung USA".

The activity which was carried

out at Wisma Konjen was

carried out under the

coordination of

@dwpkjrikuching Mrs. Angela

Widowati Nugroho who also

presented Indonesian specialties

in the form of Balinese rice,

satay lilit, green banana ice, and

traditional cakes.

Based on the data above, we gathered five contents in total. All of the contents

from VOI contained promotion of culture, hence most of the categories go to cultural

Daniel Susilo, Harliantara

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 8, August 2023 904

promotion. Only one content is categorized as tourism, but even with tourism, it counts

as cultural expansion since tourism relies so much on cultural display (Hamdi, 2020).

a. Sense of Belonging Concept

Just like what is described in the literature review, with the finding that most of

the content is cultural promotion and tourism, it means that VOI has a strong sense of

belonging. This strong sense of belonging is part of the Indonesian naturalism agenda.

The government’s main idea of making Indonesia looks valuable is by selling its culture

and natural riches, this sense of belonging concept becomes Indonesian pride in

building international relations with a neighbouring country (Usman, 2022). The

cultural promotion is set to spread the agenda that Indonesia has natural resources and

cultural value, while at the same time, it doesn’t meet international expectations such as

Korean Wave or Japanese Anime culture which is preserved constantly in the industry

and education. While Sense of Belonging in VOI is good to light up the spirit of

nationalism towards Indonesia, it can backfire on the Indonesian creative adaptation

path in international affairs. The digital platform is the media to expand more creative

touch in promoting culture, however, the sense of belonging hindered its progress to be

more adaptable to the audience.

b. Tourism as Double-Edged Knife

One of the content promoted by VOI is the tourism category. The tourism

problem in Indonesia is pretty dire that it caused backlash to foreign digital nomads like

Kristen Gray. The tourism sector is one of the Indonesian priority services that they

think is a superior product to support their International affair. The tourism content itself

is still vulnerable due to the high exploitation of land and human resources. As noted

before in Kristen Gray’s case that local worker tends to get low payment as well as low

profit from their land. This is due to tourism tends to bring suffering to the natives

despite working in that industry. One of the malicious systems is the tipping system

preserved by Indonesia. The tipping system results in the country only providing low

payment instead of giving proper payment to the people. They assume that the amount

of money from tipping is bigger than the Indonesian minimum wage and currency,

hence those who can’t get the tip get an underpaid result which is equal to enlive slavery

in the modern day.

Conclusion

The conclusion from this research is that VOI content is too much relying on

government narrative and is not based on what’s adaptive for their audience or what’s

adaptive for their environment. This lacks of content innovation is caused by a strong

sense of belonging. What Indonesia wants to gain from that is strong nationalism, but

instead, it results in a lack of content innovation since not only their content is focused

on cultural promotion but also involves tourism as it is not enough to be a product with

high-tech advancement. Indonesia avoiding high-tech advancement is what caused their

dependency on cultural promotion and natural resources instead of making human

innovations. The phrase “Beauty is Wound” from Eka Kurniawan applies well between

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Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 8, Agustus 2023 905

Indonesia and their natural resources. Indonesia perceived natural resources as an

unbeatable force; hence they have a strong dependency on what they see as an

unbeatable force. Whereas natural dependency results in them in perceiving their own

culture as a natural shape and delivery, when you want to promote Reog Ponorogo, you

just hold an event of actual Reog Ponorogo event without considering that the younger

generation had more difficulty in reception and adapting that informationgggggggggg.

This kind of landscape makes Indonesian cultural promotion looks premature and not

creative unlike South Korea and its K-wave or Japan and their Japanese Anime culture.

Japan and Korea, the way is that they have creativity and subtle delivery in their cultural

promotion instead of treating their audience with one-direction information. What VOI

did is professional but not meeting the requirements of international affairs quality.

Daniel Susilo, Harliantara

Jurnal Indonesia Sosial Teknologi, Vol. 4, No. 8, August 2023 906

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