Discursive analysis of rejection voices against brand social responsibility initiatives in Indonesia
Abstract A health soap product brand launched an advertising campaign about an initiative to improve sanitation facilities and educate people about clean living in one of the most underdeveloped villages in East Nusa Tenggara, Indonesia. Unfortunately, this campaign was rejected by various elements,...
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| Format: | Article |
| Language: | English |
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Springer Nature
2025-01-01
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| Series: | Humanities & Social Sciences Communications |
| Online Access: | https://doi.org/10.1057/s41599-024-04337-y |
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| _version_ | 1832594943214878720 |
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| author | Bambang Sukma Wijaya |
| author_facet | Bambang Sukma Wijaya |
| author_sort | Bambang Sukma Wijaya |
| collection | DOAJ |
| description | Abstract A health soap product brand launched an advertising campaign about an initiative to improve sanitation facilities and educate people about clean living in one of the most underdeveloped villages in East Nusa Tenggara, Indonesia. Unfortunately, this campaign was rejected by various elements, from local non-government organizations, nomads, residents, and local media to the regional government. Rejection is based on advertising content that displays poverty in the village. Using a Foucauldian discursive formation approach, this study intertextually analyses advertising documents, news reports, petitions, microsites, social media, and online comments to understand media representation and voices of resistance and discover various conflicting interests, ethnic identity politics, regional sentiment, and political economy intertwined within the text as the power/knowledge. This study underscores the need for sensitivity to ethnic identity in brand social responsibility initiatives, as it is a crucial aspect of respect and consideration. |
| format | Article |
| id | doaj-art-eb4f601dcd364558a5e733149d16467c |
| institution | Kabale University |
| issn | 2662-9992 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Springer Nature |
| record_format | Article |
| series | Humanities & Social Sciences Communications |
| spelling | doaj-art-eb4f601dcd364558a5e733149d16467c2025-01-19T12:14:08ZengSpringer NatureHumanities & Social Sciences Communications2662-99922025-01-0112111110.1057/s41599-024-04337-yDiscursive analysis of rejection voices against brand social responsibility initiatives in IndonesiaBambang Sukma Wijaya0Bakrie UniversityAbstract A health soap product brand launched an advertising campaign about an initiative to improve sanitation facilities and educate people about clean living in one of the most underdeveloped villages in East Nusa Tenggara, Indonesia. Unfortunately, this campaign was rejected by various elements, from local non-government organizations, nomads, residents, and local media to the regional government. Rejection is based on advertising content that displays poverty in the village. Using a Foucauldian discursive formation approach, this study intertextually analyses advertising documents, news reports, petitions, microsites, social media, and online comments to understand media representation and voices of resistance and discover various conflicting interests, ethnic identity politics, regional sentiment, and political economy intertwined within the text as the power/knowledge. This study underscores the need for sensitivity to ethnic identity in brand social responsibility initiatives, as it is a crucial aspect of respect and consideration.https://doi.org/10.1057/s41599-024-04337-y |
| spellingShingle | Bambang Sukma Wijaya Discursive analysis of rejection voices against brand social responsibility initiatives in Indonesia Humanities & Social Sciences Communications |
| title | Discursive analysis of rejection voices against brand social responsibility initiatives in Indonesia |
| title_full | Discursive analysis of rejection voices against brand social responsibility initiatives in Indonesia |
| title_fullStr | Discursive analysis of rejection voices against brand social responsibility initiatives in Indonesia |
| title_full_unstemmed | Discursive analysis of rejection voices against brand social responsibility initiatives in Indonesia |
| title_short | Discursive analysis of rejection voices against brand social responsibility initiatives in Indonesia |
| title_sort | discursive analysis of rejection voices against brand social responsibility initiatives in indonesia |
| url | https://doi.org/10.1057/s41599-024-04337-y |
| work_keys_str_mv | AT bambangsukmawijaya discursiveanalysisofrejectionvoicesagainstbrandsocialresponsibilityinitiativesinindonesia |