Branded Social Campaign and the Politics of Representation

Bambang Sukma Wijaya

doi:10.4185/rlcs-2024-2282

Autores/as

Bambang Sukma Wijaya Bakrie University https://orcid.org/0000-0001-7969-636X

DOI:

https://doi.org/10.4185/rlcs-2024-2282

Palabras clave:

iniciativas sociales, campaña de marca, representación mediática, protesta, intertextualidad

Resumen

Introduction: Low awareness of clean living led a company, through one of its product brands, to start a social program through a donation campaign to improve sanitation and poor quality of health in Nusa Province Eastern Tenggara (NTT— Nusa Tenggara Timur ), Indonesia. An advertisement was then aired frequently in the national media to support the campaign. However, this announcement was protested by people representing NTT citizens. Methodology: Employing Karatani's (2003) theory of representation and Schiappa's (2008) concept of representational correctness with a discourse analysis approach, the research critically analyzes the politics and problems associated with Lifebuoy's social campaigns that sparked protests. and denials from various NTT community groups. Results: This study found that the landscaping of advertisement representation problems included the problems of 'talking about' and 'speaking for'. Furthermore, the power of racial prejudice or stereotypes of the people of eastern Indonesia was permanently attached to poverty and underdevelopment. Discussion: However, the protesters' representation was also problematic and political. There were numerous struggles over agendas and identity politics among protesters. Therefore, Lifebuoy's social campaign not only served as an object of protest, but at the same time also criticized the protesters. Conclusions: This study provides essential lessons for brands about the urgency of mapping and reading grassroots political voices when launching and implementing a social program, so that various obstacles are well anticipated.

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Biografía del autor/a

Bambang Sukma Wijaya, Bakrie University

Es científico de marcas, estratega y culturalista en la Graduate School of Communication, Bakrie University, Yakarta, Indonesia. Es doctor en Estudios de Marca y Cultura de Consumo por la Escuela de Posgrado de Medios de Comunicación y Estudios Culturales de la Universitas Gadjah Mada, Yogyakarta (Indonesia). Sus intereses de investigación incluyen las marcas, las comunicaciones de marketing, la publicidad, los medios de comunicación ambientales, el análisis del discurso de marca, los estudios de audiencia, los estudios de medios de comunicación y la responsabilidad social de las marcas.

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