JAPAN SOFT POWER: DORAEMON AS ANIME AMBASSADOR IN INDONESIA (2008-2018)

Abstract

This thesis will analyze how Doraemon as Japanese animation ambassador to introduce Japan to Indonesia through his film in the period 2008-2018. The purpose of this study was to explain the way Doraemon conveyed the message that Japan wanted to convey to Indonesia, analyzed the soft power workings that existed in Doraemon's films to reach Indonesia and make Indonesia interested in Japan. This study will use qualitative methods by analyzing using primary data from the Japan Foundation and the Japanese Ministry of Foreign Affairs in Indonesia. This research found that in 2007 before Doraemon was appointed as Japan's animation ambassador, Indonesia became the second country with the potential level of success of high Japanese soft power. Therefore, Indonesia is one of the target countries of Japanese soft power. In an effort to improve the success of soft power, Japan appointed Doraemon as an ambassador for anime and toured Indonesia through its films. This thesis will be analyzed using the theory of the concepts of soft power, soft power currencies and nation branding. The results of this thesis found that Doraemon as an anime ambassador was able to make Indonesia increasingly interested in Japan and its culture. Then Doraemon films have an interesting way to attract the attention of Indonesians in 2008 to 2018.