Journal of Creative Industry and Sustainable Culture

THE INTENTION OF ESCAPISM ON BINGE-WATCHING AMONG PENANGITES

Mohd Hanafi Jumrah, Kay Qi Ooi, Muhammad Su’ud Zhariff Zaharin — Tue, 31 Oct 2023 00:00:00 +0800

In this advanced society, people are inseparable from technology. Smartphones, tablets, computers, TVS have all become necessities for modern people. The way we use media has recently changed dramatically. The purpose of this research is to study the intention of escapism on binge-watching among Penangites. Video on demand allows viewers to watch anytime and anywhere because of modern technology breakthroughs. More and more viewers are choosing to enjoy the video by subscribing to streaming services or online rather than on conventional broadcast networks. The rise of binge-watching is a result of technological advancement which has resulted in a shift away from routine programming and towards more flexible viewership. Despite the fact that there are severalresearchers who have performed in diverse contexts, only a few studies have focused on the intention of binge-watching among Malaysians, particularly Penangites. This conceptual study examines previous research and aims to study the intention of escapism binge-watching among Penangites. There were 200 respondents from Penang using the Raosoft sample size calculator and they were given online survey questionnaires as part of a quantitative research project. The acquired data were then examined in SPSS to determine the correlations (Pearson's coefficient) and reliability (Cronbach's Alpha). The result of the study indicates that most of the respondents show a positive view of the factor of escapism affecting their desire to binge-watch. It can be seen that the majority of the respondents agree that binge-watching may help them to escape from everyday life, seek relief from the unpleasant reality of everyday life, help them to temporarily get away from the grind, immerse themselves in the unreal world as well as give them more pleasure than other activities. Other than that, this research may help in showing that new advancements in media entertainment and the ensuing alterations in usage patterns bring opportunities as well as obstacles to media consumers. In addition, it may also help in future research to gain a deeper understanding of binge-watching as a novel form of media enjoyment as well as fresh perspectives on the intricate relationship between well-being and media use in general.

THE APPLICATION OF NEW MEDIA IN BRAND COMMUNICATION: THE IMPACT OF BRAND'S VISUAL IMAGE ON CONSUMER PURCHASE INTENTIONS

Yingrui Li, Ruzinoor Che Mat — Tue, 31 Oct 2023 00:00:00 +0800

The objective of this paper is to investigate whether visual technologies can influence consumer brand purchase intentions by altering the forms of consumer association, attention, and emotion. The research employs traditional quantitative research methods and collected a total of 156 valid questionnaires from Chinese consumers. The study findings indicate that association, attention, and emotion all positively influence consumer purchase intent. These results suggest that brands can enhance their brand communication by investing in visual marketing, thereby winning higher purchase intent from consumers. It confirmed the impact of corporate visual brand communication based on new media forms on Chinese consumers' purchase intentions and established that association, attention, and emotion are the key influencing factors. It enriched the research on brand communication in China and provided a brand communication lean management approach.

INSTAGRAM FOR MARKETING COMMUNICATION ART EVENTS DURING COVID-19 (CASE STUDY OF 2021 BIENNALE JOGJA IN YOGYAKARTA, INDONESIA)

Tue, 31 Oct 2023 00:00:00 +0800

In 2021 Indonesian government policy enforced restriction towards community activities, to prevent the Covid-19 spread. This policy affected many aspects, includes art events. This article aims to discuss the social media strategy by 2021 Biennale Jogja. That was the first international art event held hybrid (online and offline) in Yogyakarta, Indonesia, during the Covid-19. Focus on this article was on the Instagram for marketing communication, because Instagram become the important tools for marketing communication. Methods: descriptive qualitative, data collecting techniques were interview with the 2021 Biennale Jogja organizer. As the data triangulation, we use the visitor responses by observing the Instagram analytics and trends, followed interview with visitors. Results grouped into four elements of social media marketing. First created buzz by spreading any information through Instagram to build engagement, include with the visitor who could not came to the venue. Second social media plan, by identified the target audience and their characteristics. Third was developed relationship with the audience by use the non-formal language in posted materials, the particular hashtags, and make content upload schedule. Fourth was analysed the data collected as evaluation by observed the number of social media reach, engagement, and followers during the event. To attract visitors’ attention, the organizer planned the theme such as information related to the entertainment, education about the artworks, and information about the procedure to visitor who want attend to the venue. Organizer posted different kind of message in the morning, afternoon,and evening. Organizer also created the visual identity for 2021 Jogja Biennale by use orange as the main colour, and blue, purple, and white as the additional colour.

THE CHINESE ORCHESTRA CULTURAL ECOSYSTEM IN MALAYSIA: HYBRIDISATION, RESILIENCE AND PREVALENCE

Elynn Tan, Sergio Camacho Fernandez — Tue, 31 Oct 2023 00:00:00 +0800

While the Chinese orchestra is a relatively modern formation, its Chinese folk music predecessorsand their relationship with their host environmenthas a long, traceable history. Traditionally, Chinese music has nurtured a close identification with natural phenomena, from the use of natural resources in the construction of instruments, classified as the bayin,to the portrayal of imageries of the soundscapes of nature with extended performance techniques. Along with globalisation trends, Chinese folk music traditions have since undergone a series of hybridisation and transformation processes that transposed its focus from the natural/individual into the social/communal, mimicking the Western symphony orchestral model, a process that fostered the constant modification, repurposing, and commodification of its instruments and practices. Applying Titon’s concept of ecomusicology as the theoretical framework, the present study explores the resilience and adaptive management of the Chinese orchestra since the inception of its model 100 years ago, particularly in the context of the Chinese diaspora in Malaysia. How does Chinese music in a diasporic location retain and adapt its historical aesthetics, after undergoing politically induced transformations, pressures of modernisation and desires of assimilation into the local community? This study proposes a participant observation to reassess the current state of the Chinese orchestra in Malaysia, while providing an update on the limited existing literature on the topic through the perspective of cultural ecosystems. With tensions of modernising according to social trends and additional challenges posed by social configurations, repositioning the study of Malaysian Chinese Orchestras as ecosystem would help to devise new strategies to sustain the model in the future, while keeping its identity as a ‘tradition’ that is experiencing constant evolution.

VISUAL OBSERVATION OF WOMEN’S TRADITIONAL BAJU KURUNG PATTERN GRADING ARRANGEMENT LAYOUT ON EXISTING BATIK FABRIC TO REDUCE FABRIC WASTE IN MALAYSIA

Mohamad Shukri Che Ya, Nazlina Shaari, Noranita Mansor — Tue, 31 Oct 2023 00:00:00 +0800

The most common garments made by customers utilizing existing batik fabric are traditional baju kurung and modern baju kurung. However, difficulties have occurred in adjusting to the fact that there is excess and waste of batik fabric happens throughout the process of arranging and cutting pattern designs. In addition, there is also a situation where the arrangement of the motif is not balanced on the clothing pattern and it also cause the batik motif being cut and not joined when sewing. Besides that, there is a lot of excess batik fabric if the user is a small size such as S and M size, because of that, there is a waste of fabric on the existing batik fabric. Meanwhile, occasionally the batik fabric is insufficient for large sizes such as L and XL, necessitating the addition of more fabric to complete a garment. The purpose of this study is to identify the visual observation analysis of the pattern grading arrangement layout of women's traditional baju kurung on existing batik fabric. The experiment of visual observation was employed as a data collection method for this investigation. This experiment created pattern measurement calculation, pattern arrangement, and visual illustration of women's traditional baju kurung utilizing existing batik fabric. The study's findings indicate that existing batik fabric should be evolved into a new pattern grading arrangement that adheres to modern techniques and technology while minimizing the quantity of extra fabric discarded.

THE GEDHOK FABRIC PRESERVATION THROUGH CULTURE AND ECONOMY

Tue, 31 Oct 2023 00:00:00 +0800

Culture is a manifestation of real behaviour created by humans as cultured social beings. Culture is a form of actualization of art that exists in a collection of people. There are seven elements of universal cultures, one of them is art. Traditional art is a means that is used to create a sense of beauty from within the human soul, one of which is to be expressed on a beauty of cloth. Gedhok cloth is a traditional textile which uses two production techniques, namely weaving to produce the textured motif on cloth, then coloring the cloth with batiktechnique to produce another set of motifs. The purpose of this research is to document the history of gedhog cloth which is part of a culture in society that is starting to recede so that it can be one way to preserve the culture of gedhog cloth throughscientific writing. The research uses descriptive analysis using historical diachronic approach. The existence of gedhok weaving is sustain due to continuous support from its community which still adheres to the teachings of their ancestors.

CONSUMER PERCEPTION OF VISUAL INNOVATION IN CHINA TIME-HONORED BRANDS: A CONCEPTUAL PAPER

Xinying Fan, Adzrool Idzwan Ismail — Tue, 31 Oct 2023 00:00:00 +0800

China time-honored brands have been favored by consumers because of their unique cultural attributes. In the era of modern commerce, China has numerous time-honored brands. Yet, very few of them remain evergreen and thrive consistently over time. Therefore, it is very important to explore the innovative ways of China time-honored brands. After reviewed the research of China time-honored brands and existing literature on consumers' perception of brand visual innovation, this work obtained the function diagram of the visual innovation of brands perceived by consumers. This perception pertains to consumers' recognition of the visual imagery, craftsmanship, innovative services, and creativity of these brands, as well as the perception of whether there will be ongoing innovative activities and potential for innovation in the future. On this basis, combined with the characteristics of China time-honored brands, the theoretical model proposed in this paper can further develop the measurement of consumer perception of the visual innovation of China time-honored brands in the future, and carry out empirical research to provide theoretical support for the revitalization of China time-honored brands.

KESAN DAN POTENSI INDUSTRI KREATIF PASCA COVID-19: PERBINCANGAN KUMPULAN FOKUS (The Impact and Potential of The Post-Covid-19 Creative Industry: Focus Group Discussions)

Ismail Sualman — Tue, 31 Oct 2023 00:00:00 +0800

Industri kreatif adalah salah satu sektor ekonomi yang paling menjanjikan potensi tinggi untuk menyumbang kepada sektor ekonomi negara. Namun Covid-19 yang melanda seluruh dunia telah merencatkan eko-sistem dan pembangunan industri kreatif termasuk Malaysia. Sebahagian industri ditutup dan terjejas kerana perkenalan Perintah Kawalan Pergerakan (PKP). Kajian ini bertujuan untuk mengkaji kesan Covid-19 terhadap industri kreatif di Malaysia. Kajian kualitatif melalui perbincangan kumpulan fokus di Lembah Klang melibatkan 12 peserta juga merupakan pemain industri kreatif dilakukan pada bulan Februari 2023. Hasil kajian mendapati pandemik Covid-19 telah memberi kesan besar kepada kepada industri kreatif kerana ramai hilang pekerjaan dan pendapatan. Dapatan kajian menunjukkan bahawa keterukan impak Covid-19 terhadap industri kreatif di Malaysia berbeza mengikut sifat dan saiz perniagaan. Antara kesan ialah gangguan dalam operasi perniagaan, pengurangan penawaran dan permintaan produk, pengeluaran yang rendah, ketidakstabilan kewangan, dan peralihan kepadasaluran pengedaran digital. Secara keseluruhan kajian ini mendapati industri kreatif tetap mempunyai masa depan yang cerah untuk dipulihkan. Walaupun industri kreatif dilanda kemurungan dan kemelestan akibat Covid-19, namun beberapa inovasi melalui media digital, banyak PKS dan peniagaan berkaitannya masih mampu diteruska. Bantuan dan pakej ransangan kerajaan memainkan peranan penting dalam memudahkan industri kreatif untuk mengekalkan perniagaan mereka dalam industri.

ABSTRACT

Creative industries are one of the most promising sectors of the economy with a high potential to contribute to the country's economic sector. But the Covid-19 that has hit the world has hampered eco-systems and the development of creative industries including Malaysia. Part of the industry was closed and affected due to the introduction of the Movement Control Order (MCO). This study examines the impact of Covid-19 on creative industries in Malaysia. A qualitative method through a focus group discussion in the Klang Valley involving 12 participants was also a creative industry player conducted in February 2023. The findings found that the Covid-19 pandemic had a major impact on the creative industries as many lost their jobs and incomes. The findings show that the severity of the impact of Covid-19 on creative industries in Malaysia varies according to the nature and size of the business. Among the effects are disruptions in business operations, reduced supply and demand for products, low production, financial instability, and the transition to digital distribution channels. Overall this study found that the creative industries still have a bright future to restore. Although the creative industries have been hit by depression and turmoil due to Covid-19, with some innovations through digital media, many SMEs and related businesses are still able to continue. Government assistance and stimulus packages play an important role in making it easier for creative industries to sustain their businesses in the industry.

Keywords: Creative Industry, COVID-19, Challenges, Potential

CONTESTING GLOBAL FORCES THROUGH CULTURAL HYBRIDISATION:JAVANESE COVER VERSIONS OF WESTERN SONGS ON YOUTUBE

Iwan Awaluddin Yusuf, Pratiwi Utami — Tue, 31 Oct 2023 00:00:00 +0800

This article examines the ways in which cover songs on YouTube using traditional language and musical instruments serve as responses to the global music industry. A band from East Java, Indonesia, Gamelawan, will serve as the case study. Gamelawan contests the global music industry by covering a number of Western songs in Javanese language and arranging the musical accompaniment for gamelan instruments. Through Qualitative Content Analysis (QCA) of selected Javanese cover versions of western songs on YouTubeby Gamelawan (Channel Gamelawan.P5Pro), this article analyses how processes of cultural reappropriation provide insights into the ways in which Indonesian musicians respond to exchanges in world culture, in general, and what Gamelawan’s works indicate about global, contemporary media usage, in particular. By utilising theconcepts of hybridisation and participatory culture, Gamelawan’s songs demonstrate that the adaptation and appropriation of outside influences through the use of technology contribute to increasing cultural diversity which, in turn, enhances stronger local identities.

TRADITIONAL ASPECTS IN SUSTAINABLE FASHION PRACTICE

Tiara Larissa, Bintan Titisari — Tue, 31 Oct 2023 00:00:00 +0800

Sustainable issues have been forced for the fashion industry stakeholders to develop sustainable practices. Many strategies were attempted to overcome these issues, and one of the established sustainability strategies is to employ a traditional approach in their practices. As an archipelago country, Indonesia has a diverse traditional cultural heritage, which allows local fashion brand owners to use them in their practice. The importance of the traditional approach is learning and considering each community's existing culture. One of the established fashion practices in Indonesia that has employed traditional aspects as their primary approach is Threads of Life. This research aims to analyze the traditional aspect of Thread of Life practice and observe how the aspect of tradition plays a significant role in achieving sustainable fashion. This study uses a qualitative descriptive method with a single embedded case study by taking Threads of Life as the case study, focusing on traditional aspects of achieving sustainable practices. The analysis process focused on three units of analysis: production process, business model, and design. The research outcome is a model that explains the traditional aspect of the Threads of Life. The model shows that designing sustainable products focusing on traditional aspects should contain five aspects (environmental, social, economic, traditional aesthetics, and indigenous) with various strategies.