Website as a Battlefield for Marketing Communication Messages through Cultural Touch
- AIOR Admin
- Aug 14
- 1 min read
F. Anita Herawati, Pawito, Prahastiwi Utari, Drajat Tri Karton
Sebelas Maret University (Indonesia), Atma Jaya University Yogyakarta (Indonesia)
The purpose of this study is to determine the characteristics of messages from the websites of Fuji Rock Festival (FRF, Japan), Sunburn Festival (SBF, India), Beijing Music Festival (BMF, China), and We the Fest (WTF, Indonesia). The cultural dimensions used are Individualism (IN)/Collectivism (COL), Masculinity (MAS)/Femininity (FEM), High/Low Power Distance (HPD/LPD), High/Low Uncertainty Avoidance (HUA/LUA), Indulgence (IND/Restraint (RES), High/Low Context (HCX/LCX), High/Low Contact (HCT/LCT), and Long/Short Term Orientation (LTO/STO) as a result of combining cultural dimensions from Hofstede, Hall and Andersen. The analysis in this research draws on five theories: CMM, CAT, CMC, globalization, and transculturation. The research method uses quantitative content analysis. The results of the study show that the festival in China (BMF Website) emphasizes collectivism and high-power distance values, reflecting a hierarchical and long-term cultural context, with communication tailored to be inclusive. The festival in Japan (FRF Website), with a culture that prioritizes accuracy, efficiency, and communication adjustments, is oriented towards a multicultural audience, maintaining a balance between global and traditional elements. The festival in India (SBF Website) promotes open communication using English as a medium, incorporates mixed masculine and feminine values, and adopts an approach that balances local and global cultures. The festival in Indonesia (WTF Website) focuses on innovative and interactive design, with a lower emphasis on communication in context and power distance, encouraging user participation and community identity.
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