Negosiasi Citra Budaya Masyarakat Multikultural

Dasrun Hidayat, Engkus Kuswarno, Feliza Zubair, Hanny Hafiar

Abstract


Image of Lampung as a wonderful Indonesia culture with Sang Bumi Khua Jukhai slogan is an interesting phenomenon. Slogan as an object of study has a meaning that can be negotiated any time. Sang Bumi Khua Jukhai means Lampung is a land with two-doors: indigenous and non-indigenous. This study analyzses negotiation of cultural image of multicultural society in Tanah Siger from Lampung slogan “Sang Bumi Khua Jukhai” using a case study method. The research shows that Lampung culture is multiculturally complex. The appeal of Siger land culture can be found through meanings of Sang Bumi Khua Jukhai slogan. This meaning is internalized in individual behavior such as open, friendly (Nemui-Nyimah), sociable (Nengah Nyampokh), helpful (Sakai Sambayan), to be trusted (Juluk Adok) and dignity (Piil Pusenggikhi). These values become track record of citizens’ reputation of Lampung. Reputation also became capital of local government in introducing Lampung city (city branding). City branding has been done through cultural image negotiations including “insight” analysis of situation, creating and introducing slogan, implementing and maintaining the existing value in the message as well as evaluating or monitoring platform slogan.


Keywords


branding, image negotiation, message platform, slogan

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