Comparing Drivers Cultural Sensitivity Value between Gojek and Goviet from Digital Ads

Abstract

Gojek is one of the multi-service technology platform co-founded by native Indonesian. On their eight year, Gojek expand their service to other markets in Vietnam. Although Indonesia and Vietnam both located in the Southeast Asian region and have the same climate with the majority of the citizens who work as farmers and fishermen, Indonesia and Vietnam certainly have a series of differences such as language, culture, and religion. This study aims to explore the intercultural sensitivity of Gojek drivers who went to Vietnam to meet fellow Goviet drivers. Together, they enjoy the beauty of the country and experiencing Vietnamese culture which is shown in the GO-INTERNATIONAL YouTube video. This study was conducted by using Bannett's theory of Developmental Model of Intercultural Sensitivity (DMIS) by the contenty analysis method in order to analyze the intercultural sensibility value on the Gojek "GO-INTERNATIONAL" video. There results indicate four stages such as minimization, acceptance, adaptation, and integration. This ads shows the existence of bonds found in different cultural backgrounds and the ethnorelativism of Gojek drivers towards Goviet drivers.This is an open access article under the CC-BY-SA license.

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“…Teknologi informasi terutama semakin berkembang seiring berjalannya waktu, dan tidaklah sulit untuk menemukan berbagai perkembangan terlebih dalam bidang internet (Angreani et al, 2021). Teknologi sendiri juga dapat menciptakan suatu iklim bagi masyarakat sebagai bentuk dari ketersediaan outlet dan media yang berlimpah di dalamnya (Pamuji, 2020).…”