Fandom: Strategi Komunikasi Pemasaran 3.0 Untuk Melanggengkan Fantasi Nasionalisme Melalui Olahraga

Abstract

<p>ABSTRACT<br />Speaking of Indonesian badminton, the support of the supporters cannot be released. Badminton supporters in Indonesia are "unusual" and "extraordinary" because of the fanatical supporters who "flout" and support from the entrepreneur element. The formation of badminton fandom in Indonesia which is orderly when supporting in each competition is closely related to PT Djarum's concern through corporate social responsibility activities. Djarum Foundation Bakti Olahraga program focuses on the success of badminton in Indonesia. The strategy with a cultural approach to the community is carried out to create fanaticism in a positive way so that the value of nationalism that it has is lasting. Therefore, this study aims to describe the marketing communication strategy 3.0 which is an idea from Philip Kotler (Kotler, 2010: 17) to perpetuate the fantasy of nationalism through badminton by Djarum Foundation Bakti Sports. The research method used is the constructivist paradigm interpretive qualitative approach with case study research design. The results showed that fandom's involvement in various Djarum Foundation Community Service Sports programs became a strategy to perpetuate the nationalism they had.. The story of the struggle fantasy of badminton athletes is packaged through Indonesian symbols so that it awakens fandom consciously to internalize the sense of nationalism, then reproduces its experience and knowledge to inspire other badminton fandom groups, even Indonesian people to always support Indonesian badminton with various actions. This form of nationalism from fandom is emotional solidarity in civic nationalism so that it can be called banal nationalism. The phenomenon of fandom badminton is a successful landmark for Djarum Foundation Bakti Olahraga program that can be replicated by other companies or institutions as a booster for a sense of sustainable nationalism.</p><p><strong>Keywords: Marketing 3.0, Fandom, Symbolic Convergence Theory, Nationalism</strong></p><p>ABSTRAK<br />Berbicara tentang bulutangkis Indonesia, dukungan para suporter tidak bisa dilepaskan. Suporter bulutangkis di Indonesia “tidak biasa” dan “luar biasa” karena adanya suporter fanatik yang “urakan” serta dukungan dari elemen entrepreneur. Pembentukan fandom badminton di Indonesia yang tertib ketika mendukung di setiap kompetisinya terkait erat dengan kepedulian PT Djarum melalui kegiatan corporate social responsibility. Program Djarum Foundation Bakti Olahraga fokus untuk kejayaan bulu tangkis di Indonesia. Strategi dengan pendekatan kultural kepada masyarakat dilakukan untuk menciptakan fanatisme dalam hal positif agar nilai nasionalisme yang dimilikinya langgeng. Oleh karena itu, penelitian ini bertujuan untuk menggambarkan strategi komunikasi pemasaran 3.0 yang merupakan gagasan dari Philip Kotler (Kotler, 2010:<br />17) untuk melanggengkan fantasi nasionalisme melalui olahraga badminton oleh Djarum Foundation Bakti Olahraga. Metode penelitian yang digunakan adalah paradigma konstruktivis pendekatan kualitatif interpretif dengan desain penelitian studi kasus. Hasil penelitian menunjukkan bahwa keterlibatan fandom di berbagai program Djarum Foundation Bakti Olahraga menjadi strategi melanggengkan nasionalisme yang mereka miliki. Cerita fantasi perjuangan atlet badminton dikemas melalui simbol-simbol Indonesia sehingga membangkitkan fandom secara sadar untuk menginternalisasi rasa nasionalisme, kemudian mereproduksi pengalaman dan pengetahuannya kembali untuk menginspirasi kelompok fandom badminton lainnya bahkan masyarakat Indonesia agar selalu mendukung badminton Indonesia dengan beragam tindakan. Wujud nasionalisme dari fandom ini merupakan solidaritas emosional dalam nasionalisme kewargaan (civic nationalism) sehingga dapat disebut sebagai banal nationalism. Fenomena fandom badminton menjadi tengara sukses program Bakti Olahraga Djarum Foundation yang dapat ditiru oleh perusahaan atau institusi lain sebagai pendongkrak rasa nasionalisme yang berkelanjutan.</p><p><strong>Kata Kunci: Marketing 3.0, Fandom, Teori Konvergensi Simbolik, Nasional</strong></p>

Newsroom Management of Badminton News Media in Indonesia

“…2019, March 5) Indonesia's online news media must take responsibility for the user-generated content that embed with the media (Erawaty & Irwansyah, 2019). The moderation role become more important considering Indonesia badminton lovers badminton fans in Indonesia are indeed very active on social media such as Twitter and Instagram (Indrayani & Sunarto, 2019;Munanjar, Erlangga, & Utomo, 2020), but somehow they act exaggerated and unsportmanship by doing cyberbullying, sending harsh words, to the athlete, even the Badminton World Federation (Claudia & Wibowo, 2021;Suryaningrum, 2019).…”

“…(Informant 2, Interview. 2020, January 15) Sports media need to use social media because it offers to disseminate information with various content, build interaction with audiences, and expand promotion strategies (Anshari et al, 2018), as badminton fans in Indonesia are indeed very active on social media such as Twitter and Instagram (Indrayani & Sunarto, 2019;Munanjar et al, 2020), but Majalah Bulutangkis and Bulutangkis.com have not fully utilized social media as a platform to interact with their readers due to the amount of the human resource. Social media is not the only thing to build interaction between media and readers.…”

“…Badminton is a popular sport in Indonesia (Indrayani & Sunarto, 2019), and has always been one of the most television broadcasted sports in Indonesia. However, although Indonesian badminton contributed many trophies and/or medals, the mass media do not make badminton their main priority.…”

Designing an Automated Badminton Shuttlecock Launcher to Enhance the Athletic Performance of Badminton Players

“…Badminton is a popular sport in Indonesia because it has won many medals internationally and is even the only sport capable of bringing gold medals at the Olympics (D. W. P. Indrayani & Sunarto, 2019;Maksum & Indahwati, 2023;Prastya et al, 2022). However, Indonesia's badminton sporting achievements have been declining in recent periods.…”