The Representation of Local and Global Cultures Contained in Ngapak T-Shirts Designs

Abstract

Abstract-Banyumas T-shirt is one creative industrial product in Banyumas Areas functioning not only as the cultural display but also as local nuance. In several designs, the local symbol designs are created in adjacent with the global cultural symbols which result in greatly interesting design. Thus, this research discusses the meanings of the localization and globalization relationship contained in Banyumas T-shirt designs. This is a qualitative research which data are collected by observing the production sites and selecting Ngapak T-shirt designs which have local and global nuances. Those designs are further analyzed using a semiotic approach proposed by Rolland Barthes. The research results find that Ngapak T-shirt designs are actually the fighting processes against global cultures. The presence of global cultural icons contained in Ngapak T-shirt designs is intentionally created to show the winning of local cultures against the global cultures. It is intended to influence the costumers' perceptions to buy those Banyumas T-shirts.