CULTURAL DIPLOMACY IN STRENGTHENING THE IMAGE OF INDONESIAN NATION THROUGH CIRCUIT OF CULTURE: FINAL PERFORMANCE OF INDONESIAN ARTS, AND CULTURE SCHOLARSHIP 2019

Abstract

Indonesian Arts and Culture Scholarship (IACS) along with Indonesia Channel (INCHAN) that displays Indonesian arts, and culture is a program which is held by The Directorate of Public Diplomacy, the Ministry of Foreign Affairs of the Republic of Indonesia. This program was started in 2003, and still continuing until now. This program is actually a good opportunities for Indonesia to spread Indonesian values by forming nation-branding, and creating nation image through soft-diplomacy. This research analyzes how the Final Performance of IACS 2019 is created, distributed, and consumed by the audiences in branding Indonesia. This Final Performance of IACS 2019 was being analyzed using Circuit of Culture model to disclose the messages behind each element that conveyed, to know how MoFA created, and distributed the messages as well as to know how the audiences consumed the messages. Data were taken based on interview, social media, official website of MoFA, news articles, and government document. The results are MoFA gives intended message in creating the final performance of IACS 2019 in which six identities throughout the performance. In implementing this program, there is regulation that governing the program in accordance with the MoFA foreign policy. The use of media to communicate the final performance of IACS program is not optimal because MoFA focuses on the design of delivering messages to the audiences. MoFA successfully communicated the event which can be seen from audiences give overall good interpretation, as they say that Indonesia is a country that has variety of arts, and culture.