Linkage Media Strategy As Implementation of Cultural Matrix, Case Study on Wayang Golek
llustration and comic books are media that economical media in regard to production cost while holding a wide geographical scope without relying on additional media such as electricity, television, radio or computer device and possessing deep level of penetration toward minimal level of education (elementary level). Yet in order to optimize powerful persuasion through integrated communication of verbal and visual sequences, not only illustration and comic books media are needed but also an applied media strategy to form understanding of certain culture with support from the creative industry.
Media application is a unit of media used to communicate a message in sequence, continuously or even simultaneously. The purpose of this media application is to present brand phenomena or hype brand resulting in a total immersion on one significant message increasing in a snowball or domino theory effect.
This national strategy research in Art and Literature focus on illustration and comic books prototype as its research object with the formula of strategy and prototype of applied media to support creative industry in developing cultural discourse to empower cultural intelligence. This research is also focus on the phenomenon of national culture hype to empower creative industry in Indonesia on visual sequence media. The theme of this research is “National Culture in Relation with Creative Industry through empowerment of Visual Sequence Media”
The method of the research is qualitative and descriptive, conducting action research in which overview of the result analysis will be able to be implemented in an artwork system as prototype to be tested and evaluated. Objective approach or research based approach is applied in the research in more systematic, empiric and objective ways based on data gathered in form of published visual media. Data gathering is conducted through literature study, interview of sources, workers and intellectuals in form of Focus Discussion Group and collecting research objects to be classified while being documented to obtain target movement of interest, visual trend and also visual influence.
Through literature study and Focus Group Discussion, Wayang Golek was determined as theme in Comic and its applied media. Wayang Golek is a distinctive Sundanese cultural product serving as anticipated development in contemporary visual media. Furthermore, wayang golek’s potential as base of development of national culture product varies extensively in relation with Indonesian wayang in general.
From discussions, interviews and applied media productions with Wayang as theme, it can be concluded that applied media strategy is able to bombard future consumers and “box” consumers to become aware and start to inquire into communicated products (visual sequence media distributions that is initiated by illustration and comic books). Market breaker media in form of illustration and comic books will be followed by other media among others, animation and interactive media of sites and games. The interactive media itself is part of the next stage strategy in order to give opportunity to the future consumers to find as many of information as possible from said product through easy-access media and give contribution within. (at the moment, the most suitable media will be website and/or virtual social network), while using the easy-access on obtaining products through general product distribution point as starting place of searching similar products (illustration and comic books).
LIST OF RESEARCH OUTPUT
- Tales of Archipelago : Open Sources Concept Design for Creative Media Development, Proceeding International Arte-polis 3. Setiawan Sabana, Alvanov Zpalanzani, Imansyah Lubis, Patra Aditia, M.Isa Pramana. 22-24 Juli 2010.
- Perancangan Strategi dan Purwarupa Media Tautan ( Studi Kasus Wayang ). Wimba : Jurnal Komunikasi Visual, Published on 2nd Semester of 2011.
- Linkage Media ( Comic, Animation, Game and Interactive Media)
HEAD OF RESEARCH TEAM: Prof. Dr. Setiawan Sabana MFA
TEAM MEMBERS: Alvanov Zpalanzani, Imansyah Lubis, Patra Aditia, M. Isa Pramana
Art and Design Research Centre, Gd. PAU Lt 4, Jl. Ganesha no 10 Bandung.
Visual Communication Design Program, Faculty of Fine Art and Design,
Jl. Ganesha no 10 Bandung.