Transmedia effects on business, aesthetics and production of a traditional cultural product on the example of shadow puppet shows in Indonesia
Economic Annals-XXI: Volume 199, Issue (9-10), Pages: 48-57
Citation information:
Suprihono, A. E., Raharjo, T., Handoko, S., Setiana, & Mallaleng, H. R. (2022). Transmedia effects on business, aesthetics and production of a traditional cultural product on the example of shadow puppet shows in Indonesia. Economic Annals-XXI, 199(9-10), 48-57. doi: https://doi.org/10.21003/ea.V199-06
Arif Eko Suprihono
PhD (Humanities),
Professor,
Film and Television Department,
Yogyakarta Art Institute of Indonesia (Institut Seni Indonesia Yogyakarta)
Jl. Parangtritis Km. 6.5 Sewon Bantul, Yogyakarta, 55188, Indonesia
arifeko@isi.ac.id
ORCID ID: https://orcid.org/0000-0002-5615-6587
Timbul Raharjo
PhD (Humanities),
Professor, Lecturer,
Program Study of Craft Art, Faculty of Fine Arts,
Yogyakarta Art Institute of Indonesia (Institut Seni Indonesia Yogyakarta)
Jl. Parangtritis Km. 6.5 Sewon Bantul, Yogyakarta, 55188, Indonesia
timbulraharjo25@gmail.com
ORCID ID: https://orcid.org/0000-0002-3992-7503
Sigit Handoko
MA (Humanities),
Senior Researcher,
Faculty of Education and Teacher Training,
PGRI University of Yogyakarta
Yogyakarta, 55182, Indonesia
msighand@gmail.com
ORCID ID: https://orcid.org/0000-0002-4822-1238
Setiana
MA (Humanities),
Lecturer,
Al-Ihya Kuningan Islamic University (Universitas Islam Al-Ihya Kuningan)
Jl. Mayasih No.11, Cigugur, Kec. Cigugur, Kabupaten Kuningan, Jawa Barat, 45552, Indonesia
nsetiana708@gmail.com
ORCID ID: https://orcid.org/0000-0001-6870-9540
Husin Rayesh Mallaleng
MD, Lecturer,
Faculty of Pharmacy,
University of Surabaya (Universitas Surabaya)
Jl. Raya Kalirungkut, Kali Rungkut, Kec. Rungkut,
Kota SBY, Jawa Timur, 60293, Indonesia
husinrm@staff.ubaya.ac.id
ORCID ID: https://orcid.org/0000-0002-1903-605X
Transmedia effects on business, aesthetics and production of a traditional cultural product on the example of shadow puppet shows in Indonesia
Abstract. Media is one of the main instruments for promoting and differentiating businesses from each other. Awareness of the brand, loyalty to the brand, attitude towards the services and products of a business and other factors that affect the sales of more products are all possible with targeted advertising in media. Television interactions and performing arts show the power relationship to the issue of the new format of stage offerings into a screen with anew aesthetic.
The studies in the community very clearly show the problem of media and technology intervention in traditional culture of Indonesia itself and in the ways of its promotion and monetization. The issue of hybridity is common in puppet shows (which will be a case for this research) in the community, although in fact the quality of the show becomes worth researching further. Qualitative approach promises a new perspective for the existence of traditional art in the digital media age. The case of media sharing uploads becomes the primary source of data, in addition to the forms of live performances in the community. Streaming technology is a testament to the level of stage art’s path to new digital culture communication. The results of the hypotheses testing based on the effect of digital marketing on the two variables of consumer participation and consumer value regarding the traditional Indonesian art of puppet shows did not have an acceptable significant effect (p < 0.05), but in relation to the role of digital marketing on consumer confidence, this amount is regarded as acceptable.
Conclusion. Power relations produce creative products in the context of television culture, and become a reference for wayang hybridity in society. The success of revitalizing wayang golek as an investor power relation in shifting the function of wayang as a medium for public entertainment.
Keywords: Digital Culture Communication; Transmedia; Performing Art; Traditional Art; Puppet Show; Digital Marketing; Advertisement; Business; Consumer; Viewer
JEL Classification: H1; H50
Acknowledgements and Funding: The authors would like to thank Instutut Seni Indonesia Yogyakarta for the support so that the writing of this research could be completed.
Contribution: The authors contributed equally to this work.
Data Availability Statement: All data will be available upon request.
DOI: https://doi.org/10.21003/ea.V199-06
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Received 10.06.2022
Received in revised form 20.07.2022
Accepted 26.07.2022
Available online 29.10.2022