- Author: Centurion Chandratama Priyatna
- From: Public Relations Studies, Faculty of Communication Science, Universitas Padjadjaran
Abstract:
Smoking culture in Indonesia has gone through a lot of changes. From betel to kretek to filter kretek. Filter kretek is considered to be a product of glocalization as it is combining modern technology with local taste. Filter kretek is made by a modern machinery in tobacco companies, especially big one. This notion of using the latest technology in producing local product has proven itself that kretek filter is heavily influenced by global culture. This article will discuss how the glocalization is being presented by local brand in their marketing tools especially in television commercial. Focusing on Djarum Black, one of the brand produced by PT. Djarum, during a decade between 2000 and 2010. By using theoretical background of glocalization by Kraidy and Barthes semiotic method, this article reveals the symbolical expression in the television commercial created by a local brand being attached to global culture while maintaining a great deal of local content, which what the spirit of glocalization is all about.
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