Swara Gembira: Negotiating national identity and fashion construction in popular media
DOI:
https://doi.org/10.33633/lite.v21i2.12531Keywords:
Fashion, National Identity, Semiotics, Swara Gembira, YouTubeAbstract
This article aims to reveal the representation of national identity through fashion demonstrated by Swara Gembira. Swara Gembira is a community originated to exhibit the culture of using traditional Indonesian fabrics in everyday life. Swara Gembira tries to display national identity within texts and visuals in the content presented through social media, including YouTube. Swara Gembira’s YouTube contents are analyzed to see the representation of national identities through the fashion that the community wants to bring to Indonesian youth. This research is conducted to answer how national identity represented through Swara Gembira’s video contents. Research objects are analyzed as multimodal texts that have more than one semiotic system or mode to convey messages. This research argues that Swara Gembira within their videos displays traditional fabrics being worn by popular celebrities, national figures, and fashion attributes in an event for young society organized by the community. This study discovers that Swara Gembira community represents the culture of wearing kain with various negotiations, namely collaboration in wearing traditional cloth as a bottom and popular cultural fashion as a top, negotiation of the definition of the meaning of traditional culture, and negotiation of the rules for wearing kain.References
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