Interpretations of Sumbanese Ikat by Instagram Influencers

Monica Hartanti, Erwin Ardianto Halim, Yunita Setyoningrum, Yudita Royandi, Aulia Wara Arimbi Putri

Abstract


Ikat Sumba is considered a noble Indonesian traditional textile art because the process of making it is very long, and the motifs are very distinctive with local geographical indications. Influencers create various activities with Sumba cloth by posting feeds on Instagram social media. The impression of fashion affairs on Instagram attracts influencers, brand products, and Instagram users. This research analyses six digital influencers on Instagram as actors who engage with Ikat Sumba. Digital influencers with different backgrounds and characters certainly bring different points of view through pictures and captions on their Instagram accounts about these cultural artifacts. Instagram feeds and captions from Ikat Sumba influencers who produce texts, distribute, and respond will create different interpretations of Ikat Sumba. This research uses descriptive qualitative methods and was analysed in more depth using Norman Fairclough's discourse analysis and supported data by network analysis using ACNA. The findings in this research reveal that Ikat Sumba is a traditional Indonesian fabric art that is not only valuable but also represents love, clothing, and the local community in Indonesia. The interpretation to market the product should present the precious values of Sumbanese ikat as a noble craft that explores narratives of love, clothes, and people instead of showing specific physical details of the textile. Social media influencers influence the creation of interpretations of traditional works of art. This could be the future of Sumba Weaving related contents in Instagram with an informative and attractive appearance to increase the value of Sumba Weaving so that it is more widely known and influence marketing efforts.

 

Keywords: Instagram’s influencer, Interpretation, Traditional Textile Art, Network Analysis, Sumbanese Ikat.

 

https://doi.org/10.17576/JKMJC-2023-3904-06


Full Text:

PDF

References


Bahtar, A. Z., & Muda, M. (2016). The impact of User – Generated Content (UGC) on product reviews towards online purchasing – A conceptual framework. Procedia Economics and Finance, 37, 337–342. https://doi.org/10.1016/S2212-5671(16)30134-4

Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2018). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005

Criddle, C. (2021). How Instagram’s influencers changed the model industry. BBC News. https://www.bbc.com/news/technology-56592913

Djonov, E., & Van Leeuwen, T. (2011). The semiotics of texture: From tactile to visual. Visual Communication, 10(4), 541–564. https://doi.org/10.1177/1470357211415786

Fairclough, N. (2010). Critical discourse analysis the critical study of language (2nd ed.). Routledge.

Febriyanti, R. H., & Sundari, H. (2022). The resignation reporting news of the president’s staff via online media: A Norman Fairclough critical discourse analysis. SCOPE, 6(2), 87-101. http://dx.doi.org/10.30998/scope.v6i2.11770

Georgiev, G. V., Nagai, Y., Taura, T., Noda, S., & Junaidy, D. W. (2012). Analysis of user feelings during interface operation: Implictions for creative design. In A. Duffy, Y. Nagai, & T. Taura (Eds.), DS 73-2 Proceedings of the 2nd International conference on Design Creativity Volume 2 (pp. 143–151). The Design Society. https://www.designsociety.org/publication/32505/Analysis+of+User+Feelings+during+Interface+Operation%3A+Implictions+for+Creative+Design

Hair Jr., J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Prentice Hall International.

Hu, L., Min, Q., Han, S., & Liu, Z. (2020). Understanding followers’ stickiness to digital influencers: The effect of psychological responses. International Journal of Information Management, 54, 102169. https://doi.org/gjdsgn

Junaidy, D. W., Georgiev, G. V., Kaner, J., & Alfin, E. (2020). Identifying interior spatial dimensions according to user preference: An associative concept network analysis. Jurnal Sosioteknologi, 19(3), 309–326. https://doi.org/k66c

Lee, E., Lee, J.-A., Moon, J. H., & Sung, Y. (2015). Pictures speak louder than words: Motivations for using Instagram. Cyberpsychology, Behavior, and Social Networking, 18(9), 552–556. https://doi.org/10.1089/cyber.2015.0157

Lee, S., & Kim, E. (2020). Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post. Journal of Global Fashion Marketing, 11(3), 232–249. https://doi.org/10.1080/20932685.2020.1752766

Lee, Y. (2020). The Textilesphere: The threshold of everyday contacts. TEXTILE, 18(2), 160–179. https://doi.org/10.1080/14759756.2019.1652429

Lin, L., Hu, P. J.-H., Sheng, O. R. L., & Lee, J. (2010). Is stickiness profitable for electronic retailers? Communications of the ACM, 53(3), 132–136. https://doi.org/cvdcnr

Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501

Kusumasondjaja, S. (2018). The roles of message appeals and orientation on social media brand communication effectiveness. Asia Pacific Journal of Marketing and Logistics, 30, 4, 1135-58. https://doi.org/10.1108/APJML-10-2017-0267

Marwick, A. E., & Boyd, D. (2011). I tweet honestly, I tweet passionately: Twitter users, context collapse, and the imagined audience. New media & society, 13(1), 114-133.

Mustafa, M. Z., & Ariffin, M. Y. M. (2022). Exploring practice and engagement of Instagram by Malaysia ministries during Covid-19. Jurnal Komunikasi: Malaysian Journal of Communication, 38(3), 258-271.

Nagai, Y., Georgiev, G. V., & Zhou, F. (2011). A methodology to analyse in-depth impressions of design on the basis of concept networks. Journal of Design Research, 9(1), 44. https://doi.org/10.1504/JDR.2011.039617

Piliang, Y. A. (2023). ITB doctoral lecture material, visual discourse.

Rehman, D. H. I., Parvaiz, S., Shakeel, M. A., Iqbal, H. K., & Zainab, U. (2023). Impact of social media influencer interactivity and authenticity on impulsive buying behaviour: Mediating role of attitude and brand attachment. Journal of Policy Research, 9(1), 538-551. https://doi.org/10.5281/ZENODO.8267216

Rakhmawati, N. A., Alfarhizi, R., & Hafidz, I. (2020). Penerapan social network analysis dengan menggunakan metode Sociomatrix pada akun Instagram siswa SMA di Surabaya. Sistemasi: Jurnal Sistem Informasi, 9(2), 333-342.

Sesriyani, L., & Sukmawati, N. N. (2019). Analisis penggunaan Instagram sebagai media pembelajaran bahasa Inggris pada program studi pendidikan ekonomi. EDUKA: Jurnal Pendidikan, Hukum, dan Bisnis, 4(1). http://dx.doi.org/10.32493/eduka.v4i1.3822

Sheldon, P., & Bryant, K. (2016). Instagram: Motives for its use and relationship to narcissism and contextual age. Computers in Human Behavior, 58, 89–97. https://doi.org/f8ghhk

Taufiq, N. A., Junaidy, D. W., & Sriwarno, A. B. (2020). Effects of sound and aroma stimuli on the concentration of visually impaired individuals for problem-solving tasks in a classroom. The International Journal of Diversity in Education, 21(1), 17–34. https://doi.org/10.18848/2327-0020/CGP/v21i01/17-34

van Dijk, T. A. (2008). Discourse and context: A sociocognitive approach. Cambridge: University of Cambridge.

Zappavigna, M. (2016). Social media photography: Construing subjectivity in Instagram images. Visual Communication, 15(3), 271–292. https://doi.org/f8zjww


Refbacks

  • There are currently no refbacks.


e-ISSN: 2289-1528