Analysis of Glocalization Phenomena: Advertising of Starbucks Special Edition Products with Indonesian Local Wisdom in Social Media
- DOI
- 10.2991/assehr.k.200214.045How to use a DOI?
- Keywords
- globalization, glocalization, local wisdom, social media
- Abstract
Globalization has had an impact on the creation of a national economic climate that also impacts on the local economy. The era of decentralization that demands regional independence has encouraged the birth of local potentials that are able to take advantage of the opportunities of globalization to show their local tastes inforeign countries. This study is aimed at analyzing the phenomenon of glocalization in global products which launches a blend of local culture in advertising on social media. This study uses descriptive methods, namely methods that discussseveral possibilities for solving actual problems by collecting data, compiling or classifying, analyzing, and interpreting it. The results of this study indicate that glocalization creates heterogeneity by elevating local culture in the global world. The role of technologicals ophistication and the use of social media helps the process of appointing local culture into the global world.
- Copyright
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Ananda Dwitha Yuniar AU - Ahmad Fikri Ainurrizqi AU - Amelia Firda Tresnayanti AU - Amelia Firda Rahma AU - Rizki Amalia AU - Siti N. Zulaikha AU - Alan Sigit Fibrianto PY - 2020 DA - 2020/02/18 TI - Analysis of Glocalization Phenomena: Advertising of Starbucks Special Edition Products with Indonesian Local Wisdom in Social Media BT - Proceedings of the International Conference on Social Studies and Environmental Issues (ICOSSEI 2019) PB - Atlantis Press SP - 257 EP - 263 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.200214.045 DO - 10.2991/assehr.k.200214.045 ID - Yuniar2020 ER -