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Sustainability in Creative Industries

Innovations in Fashion and Visual Media—Volume 3

herausgegeben von: Muhammad Nawaz Tunio, Jorge Miguel Chica Garcia, Ayman M. Zakaria, Yasmin Moanis Latif Hatem

Verlag: Springer Nature Switzerland

Buchreihe : Advances in Science, Technology & Innovation

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

In this volume, sustainable creative industries become a beacon for innovative change, forging a path towards a conscious, harmonious world. This volume offers a panoramic view of the future, where innovations in fashion and visual media blend seamlessly with a commitment to a more sustainable and impactful world. More specifically, this volume explores the compelling interplay of sustainability, creativity, and advocacy, casting a spotlight on the transformative potential within fashion and visual media. It embarks on a journey through the innovative landscapes of fashion, where sustainability takes center stage, through an exploration of genderless mode development, contemporary patterns, and reimagined design strategies that breathe new life into tradition. As readers explore the chapters within, the symbiotic relationship between visual media and sustainability emerges, further delve into the evolution of visual communication design and the potency of Instagram microblogs in shaping perceptions and awareness. Furthermore, the role of design in disseminating critical information during disasters is unveiled and the ways in which narrative methods can ignite meaningful change explored.

Inhaltsverzeichnis

Frontmatter

Introduction

Frontmatter

Design of Projects for Sustainability in the Industry

Abstract

“Sustainability in the Creative Industries” is a pivotal component of the prestigious Advances in Science, Technology and Innovation (ASTI) series. This collection of meticulously reviewed books aims to push the boundaries of research in science, technology, and innovation (ASTI).

Jorge Chica-García

Sustainability in the Fashion Industry

Frontmatter

Contemporary Pop Textile Pattern: Application to Androgynous Fashion

Abstract

The application of textile patterns to a fashion product is highly considered by designers due to several reasons, including creativity stimulation, patience and control development, mental health and self-esteem improvement, stress and anxiety relief, as well as social ties enhancement. As a popular culture in 2021, the South Korean Squid Game series is reportedly the inspiration for the development of a pop contemporary textile pattern, which was then applied to the design of an androgynous fashion collection. Therefore, this study aims to determine the application method of a pop contemporary textile pattern to androgynous fashion collections. This is a qualitative study using the descriptive analysis method with the Wolfgang Jonas design micro-cycle containing the following, (1) study, (2) analysis, (3) synthesis, and (4) realization. The results were obtained through the following, (1) the placement of a textile pattern in various positions, (2) the processing of the pattern in different size scales, and (3) the adjustment of the pattern's size scale with clothing pieces.

Ciawita Atmadiratna Lautama, Enrico, Evan Raditya Pratomo

Developing a Mobile Fashion Dictionary to Improve Understanding of English Vocabularies for Fashion

Abstract

Generally, fashion students in higher educational institutions have difficult to learn English fashion terms and their meanings. This situation inspired researchers to develop a media of mobile fashion dictionary. This research aimed to design and to assess the feasibility of the digital application developed for fashion students at universities. The development model of this study adapted Pressman’s waterfall process through analyzing the software and designing and its employing. The results showed that the concept of the mobile fashion dictionary constitutes two parts. First, the database of the mobile fashion dictionary was consisting of 9300 vocabularies with a definition and accompanying illustration. The second was the application of software system of the mobile fashion dictionary to users. On the other hand, the feasibility test stated that the mobile fashion dictionary application was feasible enough to be used by university students or public who want to learn fashion. In conclusion, the media can be used by fashion students at universities and public to understand English words or terms of fashion quickly.

Siti Zahro, Didik Nurhadi, Novi I. Fanani, Setiawan B. Pratamad

Fashion Sustainability: The Practices Among Fashion Students During the COVID-19

Abstract

Fashion is one of the world’s most in-demand industries, with a tendency to fluctuate and change. However, during COVID-19, fashion was one of the affected industries, with many fashion businesses closing down, changing people’s perceptions of fashion. People tend to follow trends or styles, which contradicts the nature of fashion. However, as the COVID-19 virus has spread, people have become more cautious about spending their money in order to survive and prefer to seek out more practical ways of consuming fashion, such as sustainability activities. The purpose of this study is to examine how COVID-19 has influenced fashion sustainability practices among Malaysian fashion students through semi-structured interviews with 21 people. The findings show that participants are hesitant to spend money on fashion items and prefer to use their remaining clothes by experimenting with more “mix and match.” Furthermore, they try to avoid purchasing second-hand fashion items, primarily from fast-fashion brands, or they switch to slow fashion and focus on pre-loved items if they still want to buy. They also emphasise “waste to wealth” by upcycling their old fashion items, such as embellishments, embroidery, patchwork, beading, quilting, or altering their dress. Finally, to encourage themselves to engage in one of the sustainability activities, participants prefer to donate unused items to the needy or exchange them for coupons (e.g., at H&M). Finally, COVID-19 has altered people’s perceptions of fashion and gradually educated them to engage in fashion sustainability activities.

Mohd Zaimmudin Mohd Zain, Hanisa Hassan, Nor Sofiatul Akma Jamaludin

Fashion Design as a Method to Improve the Sustainability of Batik Lasem Industry

Abstract

Since 2020, textiles and fashion are also sectors that have been heavily impacted by the COVID-19 pandemic. This was felt by producers who experienced a significant decrease in turnover during the pandemic, one of which was the written batik industry center in Lasem, Central Java. This study tries to boost the interest from the urban community of Batik Lasem through increasing the product value. The improvement is made through creating design of fashion products that have been developed in accordance with the development of trends and market needs. This research collaborates with various important partners in Lasem area such as the batik industry represented by Pusaka Beruang and the Lasem Heritage community organization so that the research process and results can be more efficient and optimal. From the field study process, the design directions for fashion products are divided into four categories, namely office-formal wear for urban youth market, cocktail wear for youth urban market, classic party formal attire for adult urban market, and lounge wear for urban market. The product-making process is directed to use a sustainable fashion approach with application of fashion trends. All fashion collections use the main material of Batik Lasem with the target market of urban communities.

Yosepin Sri Ningsih, Dewi Isma Aryani

Applying Design Thinking Method to Fashion Upcycling Educational Campaign

Abstract

The advances in technology have hastened fashion trends in reaching its audience, especially Generation Z. The fast fashion industry has been the main source for this generation to follow fashion trends affordably. However, fast fashion has a considerable negative impact from their hazardous waste and low-quality fabrics, on our environment. To avoid environmental repercussions for young Indonesians, there is slow fashion as another option. Upcycling is one option for Generation Z to practice slow fashion as a more environmentally friendly option. According to our preliminary survey, more than half of Generation Z has not applied upcycling yet, because they lack inspiration and tools. In this study, we are applying the design thinking method in building an educational campaign for this generation to be able to practice upcycling by themselves. The campaign used Instagram as the main social media to reach and interact with this specific audience. For the implementation phase, a workshop for 15 high school students was held. Afterward, this study can learn from their choices and insights into the campaign design. The findings of this study, seven steps of design thinking, were applied in this educational campaign accordingly and have given desired outcome. Students are enthusiastic in working on their upcycling projects. The most interaction was gained during the challenge phase when participants displayed their creations. Instagram has proven to be a powerful medium to invite students to show the results of their fashion upcycling to others. The interesting photoshoot creates the impression that fashion upcycling is attractive and trendy, especially for teenagers who are the same age as students.

Monica Hartanti, Berti Alia Bahaduri, Julia Rosalind

Finding Value: Exploring Local Resources for Sustainable Fashion

Abstract

Restriction on mobility and distribution processes in global trade after the Covid-19 pandemic is an action that teaches countries to bolster their economic resilience and local resources to make the fashion industry sustainable. Localism has been recognized as an important approach toward sustainable practice in fashion. This is because it supports the effort to reduce carbon emissions from the distribution and transportation of global trade, as well as promote visual diversity, economic resilience, and social engagement. Therefore, this study aimed to provide how universities try to explore the localism discourse through a project-based design studio. A one-semester design project was conducted in a studio using a localism theme at Universitas Ciputra Surabaya, Indonesia, in collaboration with the fashion design department at Rangsit University Bangkok, Thailand. It followed: (1) empirical observation during the design process as data collection methods, (2) critical analysis of the project’s results, and (3) critical analysis feedback from the expert to support the recommendations. The investigations yielded four (4) design suggestions for designers, along with a corresponding procedure for their implementation. The results were intended to serve as inspirations and guidelines for fashion designers who wish to incorporate localism themes in their designs.

Rahayu Budhi Handayani, Seksarit Thanaprasittikul

Utilization of Pasuruan Regency Handloom Fabrication Silk for the Indonesian Sustainable Fashion Industry

Abstract

This article interprets the importance of innovating Pasuruan Regency handloom fabrication silk for the Indonesian fashion industry to manifest the textile usage for sustainable fashion or lifestyle concept products. The breakthrough of handloom fabrication silk in Pasuruan Regency in East Java has given the substantial opportunity to utilize the textile for various sustainable products for the Indonesian sustainable fashion industry. Since 2019, East Java has become the essential resource for silkworm cultivation, particularly eri silkworm Samia Cynthia Ricini cocoon with the extracted process without killing the pupa inside into peace silk. Furthermore, to prolong the durability and comfort of the eri silk fibers have integrated with TENCEL™, a sustainable fiber with low water usage and excellent dyeing absorption for natural dyes. The fibers combination and spinning process is the first in Indonesia, where yarns are required for the handloom fabrication silk process by Pasuruan Regency-based MSMEs KaIND. The Handloom fabrication silk utilization promotes the distinctive textile into luxurious, wearable Indonesian sustainable fashion products with locally based natural dyes and Indonesian batik.

Janet Rine Teowarang

Design Innovations and Cultural Sustainability

Frontmatter

Utilization of Vegetable Texture as an Alternative Tool for Printing Plates in Block Printing Techniques and Textile Motif Design

Abstract

One of the printmaking techniques is relief print, which uses the elevated part of a medium for printing. Usually, it uses medium material that is easily carved to create a high section and a low section (relief). Relief print can also be understood as using the texture of a medium. In designing textile surfaces, block printing is a technique that adapts the principle of relief print with a variety of designs engraved on the medium as a printing plate and then printed onto the fabric's surface. In Indonesia, block printing technique is not widely mastered by textile artisans, but in India this technique is developing as one of the textile industries, famous for its uniqueness in some areas, and its existence is protected by the Kingdom. In general, a variety of typical motifs are produced with this technique, such as geometric motifs, floral motifs such as paisley, and tribal motifs. Utilization of this relief printing principle can not only be developed through various motif designs on block printing plates. However, it can also be developed by utilizing everyday objects with unique textures, such as vegetables. Vegetables in the form of leaves or fruits that we often consume daily have interesting textures or reliefs to be used as textile motif designs if they are well-composed. Based on the block printing technique development, the researchers saw the potential for using this vegetable texture as a novelty of motifs in the textile design scene. This research uses a qualitative method with data collected by literature and studio-based exploration. Therefore, in this study, the author conducted several relief print experiments by exploring the texture of several vegetables and fruits, which then explored the composition of the prints to create interesting motif compositions. This experiment will use vegetable parts as relief printing media, some of which are the texture of leaf waves and veins, the texture of fruit seeds that are still attached, the texture of a cross section of a vegetable, and cross-sectional sections of a collection of the leaf stem.

Ahda Yunia Sekar Fardhani

Sustainable Design Implementation in a Contemporary Mask Made of Paper Waste

Abstract

The education sector has a significant contribution in producing paper waste, which is used as a document. Only a small part of the waste is reused through the 3R cycle (reduce, reuse, recycle). Shorter paper utilization cycles occur in documents that are private and confidential, after they are not used they will be destroyed using a paper shredder and then end up in the final disposal site. Although it has different material properties from plastic materials which are more difficult to decompose on the ground, paper is actually a material made from wood fibers that can be recycled to be reused as a sustainability cycle in an effort to reduce the use of new materials as a form of environmental conservation. One of the efforts is to process paper waste into functional object raw materials in the form of products made from recycled paper waste, including contemporary masks that are aesthetically pleasing and have a higher selling value than previous materials. Using research methods with an ethnographic approach with egocentric environmental theory and recycling and upcycling techniques, this study aims to maximize the use function of paper products as aesthetic products that are sustainable and environmentally friendly. This paper concludes that paper waste material that was previously less valuable can be transformed into various functional objects that are aesthetically pleasing and of sale value, in the form of contemporary masks that function as home decorations. Through a creative process with recycling and upcycling techniques, the creation of contemporary masks has become one of the eco-friendly commodity objects as the embodiment of sustainable design.

Retno Purwanti Murdaningsih, Yunisa Fitri Andriani, Zita Nadia

Innovation in Processing Rudraksha into Contemporary Sustainable Accessories with the ATUMICS Method

Abstract

Rudraksha (Jenitri/Elaeocarpus ganitrus) is a kind of seed from Rudraksha tree that is often used in Asia, especially in India, Indonesia, and Pakistan. It is commonly used as accessories, complements to religious rituals, and musical instruments. Based on various studies, Rudraksha has medical and spiritual benefits. However, not many contemporary accessories are made from Rudraksha nowadays. In general, trendy accessories on the market do not use natural materials and are not durable even though they have beautiful designs and low prices. Poor quality accessories add to the garbage pile and harm the environment. For this reason, continuous and sustainable efforts should start from the farmers and gatherers of Rudraksha until Rudraksha accessories designer/producer so that the making of Rudraksha accessories has a positive impact on the environment, society, and even the economy. This study used a descriptive qualitative method by comparing and analysing the innovation during the processing of Rudraksha accessories especially necklace made by a MSME called LORI (Laras Ornamen Indonesia) using the ATUMICS (Artefact, Technique, Utility, Material, Icon, Concept, and Shape) method of Adhi Nugraha. In addition, the researchers were conducting observations with farmers and gatherers of Rudraksha from Pengaringan, Central Java-Indonesia, craftsperson, designer, MSME owner, and academics from Bandung, West Java-Indonesia. The innovations made by the artisans succeeded in changing the position of the Rudraksha accessories, which was previously considered an outdated accessory into a contemporary one that has more function and value. Innovations in environmentally friendly colouring, modern designs according to trends, and an integrated sales system until the international level can empower the community so it can improve the society's economic condition. Based on these findings, we can see that if everybody involved in processing Rudraksha accessories uses the green economy concept correctly, it can increase the value, attractiveness, and acceptance level of traditional materials like Rudraksha.

Elliati Djakaria, Isabella I. Andreas, Seriwati Ginting

Utilizing Leather Waste into Sustainable Leather Goods: A Study in Fashion Accessories Enterprise, PT. KMBS

Abstract

Leather goods market is rapidly growing due to its character that requires to be on trend. Fulfilling this demand require industry to produce more products which increase waste generation. One of the biggest accessories enterprises in Indonesia, PT. Karyamitra Budisentosa (KMBS) that produces more than 10,000 leather goods a month, acknowledge this problem. They contribute 20–30% leather waste from their production line. The waste consists of big leather sheets and small leather scraps. This cause a big problem because leather scraps retain a lot of chemicals added in the process of production that can contributes high degree of environmental and atmospheric pollution. To solve the problem in PT. KMBS, this study aims to create innovative and sustainable leather goods by utilizing leather waste. Primary data are gathered using qualitative method from deep interview of 8 correspondents and secondary data collection has been gathered by literature study. The study concludes that leather waste from PT. KMBS can be reduced by utilizing leather waste into fashion accessories leather products using 2 different techniques: hand-weaving and modular technique. The study is going to introduce innovative and sustainable products, give a new business or product line idea, as well as become the solution for reducing leather wastage.

Yoanita Kartika Sari Tahalele

Exploring Cultural Sustainability Through Contemporary Indonesian Fashion Brands

Abstract

Sustainability has been an issue in industry, including the fashion industry for a very long time. This does not exclude cultural sustainability, as it would transmit ancestral knowledge to modern society, or even, future generations. As it is as important as economic, ecological, and social sustainability, cultural sustainability needs to be explored more to support the sustainable development. This paper aims to investigate how contemporary fashion brands in Indonesia practice cultural sustainability by infusing and implementing traditional values into their brands. This study involved 2 contemporary fashion brands that infused cultural elements into their products, such as the shape of garments, textile pattern, colors, or even the craft techniques used in making the product including the dyeing techniques. Case study approach was used for this study to gain deeper exploration and understanding in the fashion brands’ cultural sustainability practice. The result of the study indicated that the contemporary fashion brands respectfully implement traditional culture into the designs in various ways by adapting the cultural elements into contemporary techniques and design, shown through the collections’ formative features.

Christabel Annora Paramita Parung

Democra-Sized Fashion to Embed More Sustainable and Personalized Approach: Digital Clothing and Accessories as the Experimental Design Process for Fashion Students

Abstract

The current shift in trend will move fashion toward democra-sizing, as well as be more personalized and inclusive to meet the needs of client. Therefore, this research focuses on the experimental process of fashion students creating sets of digital clothing and accessories using 3D modeling software to meet the needs and objectives of the client. Furthermore, it describes the design process of a fashion student assigned in groups and paired with a client to embrace the personalized needs. Exploring this state is vital for each group to gain client’s fashionable expressions and translate them into their desired. The experimental process is carried out by analyzing each client’s style, then using the design creative process as a strategy to create a set of clothing and accessories. This is carried out by achieving the implementation of zero-waste design with digital prototyping. The outcome of this research revealed that the experimental design process with digital prototyping could meet the needs of the client. Also, it could drive a positive change by achieving the implementation of zero-waste design for a more sustainable approach with the help of digital 3D modeling software. Therefore, this research revealed the significant role of fashion designers and portrays more explorative and sustainable actions based on digital fashion for academic research and the client’s personal needs.

Olivia Gondoputranto

Explorations of Multi-dimensional Advocacy Through Media and Design

Frontmatter

Impactful Storytelling and Social Advocacy in Documentary Filmmaking: Studies of Documentary Impact Methods

Abstract

Impactful documentaries often provide ideas, inform messages, and inspire positive actions among society. These documentaries aim to persuade society in support of a social issue that is raised by many non-profit organizations to compel social change. Comparative research is used to decipher the similarities and differences between two methods, which are documentary impact methods that are researched by HotDocs and Center for Media and Social Impact (CMSI) of American University. The data collection technique uses observation, literature study, focus group discussion which are carried out both online and offline. The results in this study showed that both advocacy documentary approaches are driven by impact campaigns, especially using websites to evaluate its impact. CMSI methods appeared to be different in terms of impact categories, CMSI methods focused on capturing a spectrum of impact from individual to public interest to institutional impacts. Also, CMSI provides comprehensive assessments with specific rubrics. That brings consequences which will take a longer process of research, documentary production and impact evaluation. To conclude, both use mixed methods and have its own capacities to allow growth and impacts. This comparison will bring a level of awareness for Asian filmmakers especially who closely work with non-profit organizations to create stories based on impact values thus documentary storytelling has possibilities to change certain attitudes and behaviors among society.

Ellen Agustine Saputra

The Shifting Paradigm of Visual Communication Design Profession

Abstract

The disruption of the COVID-19 pandemic and the progression of technology have changed how humans respond to their daily lives, habits, needs, and living standards. Technology has presented new approaches to simplify human life; everything that was analog has turned digital with the help of automation and artificial intelligence through developed hardware and software. The change also happens in the creative industry, where new media emerge, such as computer-aided design, and the need for different design approaches and strategies is needed to become more relatable to the current target market. The researchers utilized focus group discussions as a data collection method in this research to gain a better understanding of the changes. The Indonesian Visual Communication Designer Professionals Association (AIDIA) is the representative of the designers’ perspective, The Association of Indonesian Visual Communication Design Study Programs (ASPRODKVI) is the representative of the design education perspective, Lia Sidik and Associate and Apple Developer Academy (ADA) as the representatives of industries involved in technology development are some of the stakeholders invited to take part in the FGD. The researchers use thematic analysis of the data acquired from the FGD to establish the paradigm shifts in visual communication design as a component of the creative industry and to determine the necessary actions that educational institutions must take to prepare their graduates for the new era of the creative industry.

Christian Anggrianto

Instagram Microblog Design as Information Media About Toxic Family in Indonesia

Abstract

The family environment is the first environment where a child gets the first experiences that affect their lives. But sometimes, family doesn’t work as it should. One of the criteria of family dysfunction is bad parenting from parents (toxic parents), which leads to negative environmental conditions (toxic family). The lack of information and public understanding about toxic families is the main cause of these problems, especially in a big city in Indonesia. Therefore, this social campaign is designed to inform the public about matters related to the toxic family. This social campaign uses qualitative research methods with data collection through observation and interviews with sources related to toxic families, literature studies, and other sources from the internet. The design process begins with a background analysis of the problem, formulating campaign objectives, determining the theme of the campaign message, creating a campaign program, identifying campaign targets, developing strategy and tactics, formulating the message, and selecting the media. The final result of designing this social media campaign is microblog content uploaded on Instagram called “welcomehomeproject.id” as the main media. The total amount of Instagram feed content is 90 posts that raise the topic of information about toxic families, from introduction to support and advising the community, both from the perpetrator’s and the victim’s sides. In addition to microblog content, some interactive content in games and quizzes, simple illustrations, and quotes about family are also uploaded. Several supporting media are useful to increase the audience’s enthusiasm for this social campaign.

Arjuna Bangsawan, Benny Rahmawan Noviadji, Rossyta Wahyutiar, Stevanie Meidi Nugraha

Application of the Earthquake Disaster Evacuation Principle at the Borobudur Temple World Heritage Site Through Infographic Socialization Media

Abstract

World heritage sites, especially the Borobudur Temple Complex, have the potential to be hit by natural disasters such as earthquakes, volcanic eruptions, climate change, and man-made disasters. An earthquake disaster has the potential to occur in the Borobudur Temple Complex. This is because it is on the Eurasian plate and is in an earthquake zone. This potential raises the urgency of preparing information media related to evacuation guidelines in the face of earthquake disasters to support the sustainability of the Borobudur Temple area as a cultural heritage. The method used in the design of infographics begins with data collection, namely observation, interviews, and expert reviews, and is continued with the application of the principles of evacuation of the four earthquake hazards and drop-cover-hold-evacuate in existing conditions. The results of the planning are realized in the form of infographics aimed at one of the stakeholders who can act as an evacuation guide, namely a tour guide. The purpose of this research is to describe the process of compiling earthquake evacuation guides for tour guides in the form of informative, communicative, and sustainable infographics. Infographic design produces the main media in the form of print and digital posters that can be easily used for various groups, both now and in the future. Infographics are a simple way to convey information to readers using less text and more visual communication.

Anggun V. M. Anes, Mikhellon Kwa, Danny Antara Febrianto Ridawan, Khaerunnisa, Mutiara Cininta

Implementing Narrative Method in Installation Design Project for #NoPlastic Campaign by Greenpeace Indonesia Organization

Abstract

Indonesia is one of the top five countries contributing to plastic emission in the world’s oceans (Meijer et al., Meijer, L. J. J., Van Emmerik, T., Van Der Ent, R., Schmidt, C., & Lebreton, L. (2021). More than 1000 rivers account for 80% of global riverine plastic emissions into the ocean. Science Advances, 7(18). 10.1126/sciadv.aaz5803). As an undergraduate final project, the authors decided to create a design installation as part of the #NoPlastic Campaign by Greenpeace Indonesia to raise awareness of the impact of plastic pollution in the ocean and its solution for urban public. The research methodology is done through qualitative research from direct site observations, expert interviews, and literature analysis. The narrative design was the chosen method in designing the installation as its capabilities to effectively question, engage, and empower audience (Austin, Austin, Narrative environments and experience design: Space as medium of communication, Routledge, 2020). Austin’s Narrative Environment theory is used as the design framework and the installation is designed in sequences through several stages using Freytag’s Dramatic Narrative Structure and Norman’s Three Layers of User Experience theory. The installation also utilizes interactive storytelling because it creates a more impactful message through audience involvement as an active participant of the design. The result is a social campaign to raise awareness of plastic pollution conveyed through design installation using narrative framework and utilizing visual storytelling and interactivity as its communication tools.

Alfiansyah Zulkarnain, Eunike Florencia

Textual Hermeneutics Interpretation of Chinese Descendants in the Animated Film “Turning Red”

Abstract

In early 2022 Pixar Animation Studios launched the animated film “Turning Red”. Pixar markets the film as the first animated film to feature Chinese culture and characters. The aim of this study is to find out how the characters and culture of Chinese descendants are shown in the film. The research will be carried out with a qualitative approach, through documentation from previous studies, as well as direct observation of the film being studied. Observations will be made on the narrative elements of the film, namely story, plot, chapter, setting of space, and time; as well as film cinematic elements: mise-en-scene, cinematography, editing, and sound. Since the film is 90 min long, the observation will focus on one key scene from each phase of the film’s main structure, namely exposition, complication, and resolution. Animated film is a psychological and sociological reflection of the context in which the film is produced. Therefore, the depiction of Chinese descendants in the film “Turning Red” will be analyzed using Paul Ricoeur’s hermeneutic theory. The results of this study indicate that “Turning Red” has presented Chinese culture in its narrative and cinematic elements. In addition, the depiction of Chinese descendants in this film is not only shown in visual elements such as the spatial setting, but also in the narrative aspect of the film. In particular, the main plot of the film explores the conflict between generations and the conflict between heritage culture and popular culture, which are common among Chinese immigrant groups.

Shienny Megawati Sutanto

The Acceptance of Indonesian Local Market Toward Garudayana’s Comic by Is Yuniarto Which Adapt the Characters from Traditional Javanese Shadow Puppet Design

Abstract

Garudayana is a comic originated from Indonesia which takes figure and character designs inspired by Javanese shadow puppet. The Garudayana comic was created by Is Yuniarto, which targets the millennial generation and generation Z. In this comic there are various traditional design elements inspired by Javanese shadow puppet as a source of basic design ideas such as the figures of Gatotkaca, Bima, Nakula, and so on, and then re-visualized using the popular manga style. There are many elements of traditional Indonesian design which later on used in this Garudayana comic. The purpose of this research is to determine whether traditional design elements adapted into pop culture products can be well accepted among Indonesian millennials and generation Z, as well as their response toward comic works that use traditional Indonesian culture in the form of Javanese shadow puppet as a source of design inspiration. This research was conducted using literature studies, phenomena observation, and using qualitative methods by interviewing the author of the Garudayana comic (Is Yuniarto) to collect data related to comics. To find data regarding the acceptance of generation Z and millennials, regarding the adaptation of the traditional culture of Javanese shadow puppet characters in Garudayana, structured interviews were conducted to respondents of generation Z and millennials shown by the Garudayana comic book. The results of this research showed that the design adaptation originated from traditional Javanese shadow puppet culture in Garudayana and received a positive response from generation Z and millennial generations; they can accept the design adaptation of traditional cultural elements in pop culture well.

Hutomo Setiabudi, Rendy Iswanto

Transmedia Storytelling Method as Sustainability Brand Study Case: BTS

Abstract

Every brand has a story, but not every person behind the brand realises it or has ever thought about it. Using elements to develop a brand’s own story and building a campaign with a brand’s own story has benefited from the exposure of an existing product. This study employs a mix method to examine brands that used transmedia based on several applications. Brand information spreads through culture via a range of media platforms, with content on one channel frequently leading to interaction on another. Started with a print ad and spread the word about the film on social media sites like Instagram and Facebook. In a series of YouTube and TikTok videos, the company eventually reacted to make some languages visible. Netizens made and shared memes, as well as posting their own versions of the video on their own platforms. In a highly engaging manner, the basic tale was spread across distinct story contributions using user-contributed content across numerous mediums. Transmedia branding is one of several viable alternatives to the traditional definition of public relations, which remains overly focused on media relations to this day. As sustainability of the brand, the media landscape changes, media relations, targeted multimedia content creation, and social media campaign execution become more important.

Lala Palupi Santyaputri

Semiotic Meaning in the Hyundai IONIQ 5 “Power Up the Future” Advertisement Video from an Audio-Visual Perspective

Abstract

Sustainable energy and eco-friendly innovation ensure continuous technological development and the provision of energy for current as well as future generations. There are two main pillars of sustainable energy: efficiency and renewable energy. Energy sources that are included in the sustainable group include the development of electric-powered vehicles. Hyundai recently released its newest electric car, the IONIQ 5. The Hyundai IONIQ 5 is the first environmentally friendly electric car made in Indonesia to be sold for the Southeast Asian market. Hyundai introduced the IONIQ 5 to the public through an advertisement video on YouTube. In this Indonesian version of the video advertisement, the launch of IONIQ 5 is shown through audio-visual elements with a futuristic theme and accompanied by the slogan “power up the future with Hyundai”, which slogan is not found in other countries versions of the video. This research is questioning how the Hyundai IONIQ 5 advertising uses audio and visual elements to send a message about the future. The research method is qualitative with a semiotic approach to analyze the IONIQ 5 advertisement video from an audio-visual perspective. In this study, data collection was carried out using visual observation of the IONIQ 5 advertisement video on YouTube. The result is that the Hyundai IONIQ 5 depicts the future with visual symbols of IONIQ 5 as sophisticated vehicles from the future that is available now. From the visual point of view, IONIQ 5 futuristic impression is shown by its advanced features alongside nature and space with the narrative about the hopes of a family in the future. From the audio point of view, this video ad uses a long tone, and a calming yet mysterious chord as a sound to represent the future.

G. W. Leonardus Aryo, Januar Ivan, Elda Franzia Jasjfi

Titel: Sustainability in Creative Industries
herausgegeben von: Muhammad Nawaz Tunio
Jorge Miguel Chica Garcia
Ayman M. Zakaria
Yasmin Moanis Latif Hatem
Verlag: Springer Nature Switzerland
Electronic ISBN: 978-3-031-52726-5
Print ISBN: 978-3-031-52725-8
DOI: https://doi.org/10.1007/978-3-031-52726-5