BRANDING MUSEUM DI MEDIA SOSIAL: STUDI KASUS INSTAGRAM MUSEUM NASIONAL

Penulis

  • Intan Barroh Alumni Universitas Gadjah Mada

DOI:

https://doi.org/10.54519/prj.v11i1.54

Kata Kunci:

branding, sosial media, branding museum

Abstrak

Perkembangan media sosial yang semakin cepat dapat dimanfaatkan museum untuk memperluas branding museum. Meskipun branding museum telah didiskusikan secara luas, diskusi mengenai penerapan branding museum di media sosial, khususnya Instagram, belum dibahas secara mendalam. Oleh karena itu, penelitian ini bermaksud untuk mendiskusikan bagaimana museum mengaplikasikan branding di Instagram mereka. Penelitian ini menggunakan Instagram Museum Nasional sebagai studi kasus karena museum ini merupakan salah satu museum di Indonesia yang paling populer di Instagram. Penelitian ini menggunakan metode analisis konten visual kualitatif yang berdasarkan pada teori perencanaan identitas brand yang digagas oleh Aaker (1996). Data yang digunakan dalam penelitian ini adalah foto yang dipublikasikan di feed Instagram Museum Nasional. Berdasarkan analisis yang dilakukan, ditemukan bahwa Museum Nasional menerapkan unsur-unsur branding dengan penerapan yang berbeda-beda. Penerapan ini mencakup beberapa elemen, yaitu cakupan produk, atribut produk, kualitas/nilai, kegunaan, pengguna, negara asal, atribut organisasi, lokal vs global, kepribadian, hubungan brand-pelanggan, citra visual dan metafora, serta brand heritage.

Kata kunci: branding, sosial media, branding museum, Instagram, Museum Nasional

 

Abstract

Museums can use the rapid development of social media to expand museum branding. Although museum branding has been widely discussed, discussions regarding the application of museum branding on social media, especially Instagram, have not been discussed in depth. Therefore, this study intends to discuss how museums apply branding on their Instagram. This study uses the Indonesian National Museum’s Instagram account as a case study because this museum is one of the most popular Indonesian museums on Instagram. This study uses a qualitative visual content analysis method based on the brand identity planning theory suggested by Aaker (1996). The data used in this study are posts published on the Indonesian National Museum’s Instagram feed. Based on the analysis conducted, it was found that the Indonesian National Museum applies branding elements with different implementations. This application includes several elements: product scope, product attributes, quality/value, uses, users, country of origin, organizational attributes, local vs global, personality, brand-customer relationships, visual imagery and metaphor, and brand heritage.

Keywords: branding, social media, museum branding, Instagram, Indonesian National Museum

Unduhan

Data unduhan belum tersedia.

Referensi

Aaker, D. (1996). Building Strong Brands. New York: The Free Press.

Algers, M. (2018). Museums on Instagram-Engagement with audiences on social media. Master Thesis. Malmö Universitet. (http://ls00012.mah.se/handle/2043/26507). Diakses tanggal 23 September 2021.

Amanatidis, D., Mylona, I., Mamalis, S., dan Kamenidou, I. (2019). Cultural communication through social media: Exploring Instagram practices among Greek museums, 3rd International Scientific Conference: Tourism, travel and hospitality at crossroads: The way ahead, Thessaloniki, 24-27 Oktober 2019. (https://www.researchgate.net/publication/331036623_Cultural_communication_through_social_media_Exploring_Instagram_Practices_among_Greek_museums). Diakses tanggal 23 September 2021.

Amanatidis, D., Mylona, I., Mamalis, S., dan Kamenidou, I. E. (2020). Social media for cultural communication: A critical investigation of museums’ Instagram practices, Journal of Tourism, Heritage & Services Marketing (JTHSM), 6(2), 38-44. (https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3747983). Diakses tanggal 23 September 2021.

Arias, M. P. (2018). Instagram trends: Visual narratives of embodied experiences at the museum of islamic art, MW18: Museums and the Web conference, Vancouver, 18-21 April 2018. 18-21. (https://mw18.mwconf.org/paper/instagram-trends-visual-narratives-of-embodied-experiences-at-the-museum-of-islamic-art/). Diakses tanggal 25 September 2021.

Belenioti, Z. C. dan Vassiliadis, C. A. (2017). Branding in the new museum era, in Kavoura, A., Sakas, D., Tomaras, P. (ed.) Strategic Innovative Marketing. Switzerland: Springer International Publishing, 115-121. (https://doi.org/10.1007/978-3-319-33865-1_14). Diakses tanggal 23 September 2021.

Bernstein, S. J. (2007). Arts marketing insights: The Dynamics of Building and Retaining Performing Arts Audiences. San Francisco: Jossey-Bass.

Budge, K. dan Burness, A. (2018) Museum objects and Instagram: agency and communication in digital engagement, Continuum, 32(2), 137-150. (https://www.tandfonline.com/doi/full/10.1080/10304312.2017.1337079). Diakses tanggal 23rd September 2021.

Cornellia, A. H., Putra, H. S. A., Priyambodo, T. K., dan Widyaningsih, Y. A. (2017). Social media based proposed model for museum marketing strategy in Yogyakarta, Advanced Science Letters, 23(11), 10636-10639. (https://www.ingentaconnect.com/contentone/asp/asl/2017/00000023/00000011/art00036). Diakses tanggal 23 September 2021.

Corona, L. (2021). Museums and Communication: The Case of the Louvre Museum at the Covid-19 Age, Humanities and Social Science Research, 4(1), 15-26. (https://j.ideasspread.org/index.php/hssr/article/view/776). Diakses tanggal 23 September 2021.

Filieri, R., Yen, D. A., dan Yu, Q. (2021). #ILoveLondon: An exploration of the declaration of love towards a destination on Instagram, Tourism Management, 85. (https://doi.org/10.1016/j.tourman.2021.104291). Diakses tanggal 16 November 2021.

Hede, A. M. (2009). Branding museums in the global marketplace, in Rentschler, R., Hede, A. M. (ed.) Museum Marketing: Competing in the Global Marketplace. London: Routledge. (https://doi.org/10.4324/9780080550428). Diakses tanggal 29 Oktober 2021).

Hepper, A. A. (2018) Instagram marketing strategies of the museum landscape: A best practice analysis of the German market. Doctoral dissertation. Hochschulbibliothek HWR Berlin. (https://opus4.kobv.de/opus4-hwr/frontdoor/index/index/docId/1126). Diakses tanggal 25 September 2021.

Instagram Museum Nasional (2021). Instagram Museum Nasional Indonesia. (https://www.instagram.com/museumnasionalindonesia/). Diakses tanggal 5 November 2021).

Kotler, N. G., Kotler, P., dan Kotler, W. I. (2008). Museum marketing and strategy: designing missions, building audiences, generating revenue and resources. New Jersey: John Wiley & Sons.

Lazaridou, K., Vrana, V., dan Paschaloudis, D. (2017). Museums+Instagram, Tourism, Culture and Heritage in a Smart Economy, Athens, 22 Februari 2017. 73-84. (https://doi.org/10.1007/978-3-319-47732-9_5). Diakses tanggal 23 September 2021.

Lê, J. T. (2019). #Fashionlibrarianship: A Case Study on the Use of Instagram in a Specialized Museum Library Collection, Art Documentation: Journal of the Art Libraries Society of North America, 38(2), 279-304. (https://www.journals.uchicago.edu/doi/abs/10.1086/705737). Diakses tanggal 23 September 2021.

Matila, T. (2021). White death: finnish worldwar two narrative and alternative heritage work in social media, International Journal of Heritage Studies, 27(6), 617-634. (https://www.tandfonline.com/doi/full/10.1080/13527258.2020.1843520). Diakses tanggal 23 September 2021.

Museum Nasional (2020) Strategi Branding untuk Museum. 13 Juli 2020. (https://www.youtube.com/watch?v=K39PiZYFV-U). Diakses tanggal 19 Oktober 2021.

Rentschler, R. dan Gilmore, A. (2002). Museums: Services Marketing Discovering, International Journal of Arts Management, 5(1), 62-72.

Rhee, B. A., Pianzola, F., dan Choi, G. T. (2021). Analysing the museum experience through the lens of Instagram posts, Curator: The Museum Journal, 64(3), 529-547. (https://onlinelibrary.wiley.com/doi/epdf/10.1111/cura.12414). Diakses tanggal 23 September 2021.

Statista (2021). Instagram. (https://www-statista-com.soton.idm.oclc.org/study/21392/instagram-statista-dossier/). Diakses tanggal 24 October 2021.

Trombin, M. dan Veglianti, E. (2020). Influencer marketing for museums: a comparison between Italy and The Netherlands, International Journal of Digital Culture and Electronic Tourism, 3(1), 54-73. (https://www.inderscienceonline.com/doi/abs/10.1504/IJDCET.2020.105893). Diakses tanggal 23 September 2021.

Urde, M. (1999). Brand orientation: A mindset for building brands into strategic resources, Journal of marketing management, 15(1-3), 117-133. (https://www.tandfonline.com/doi/abs/10.1362/026725799784870504). Diakses tanggal 29 Oktober 2021.

Villaespesa, E. dan Wowkowych, S. (2020). Ephemeral storytelling with social media: Snapchat and Instagram Stories at the Brooklyn Museum, SociaMedia + Society, 6(1), 1-13. (https://journals.sagepub.com/doi/full/10.1177/2056305119898776). Diakses tanggal 23 September 2021.

Vrana, V. G., Kydros, D. A., Kehris, E. C., Theocharidis, A. I. T., dan Kavavasilis, G. I. (2021). Top museums on Instagram: A network analysis, International Journal of Computational Methods in Heritage Science, 3(2), 18-42. (https://doi.org/10.4018/IJCMHS.2019070102). Diakses tanggal 25 September 2021.

Zhou, L. dan Xue, F. (2021). Show products or show people: an eye-tracking study of visual branding strategy on Instagram, Journal of Research in Interactive Marketing, 15(4), 729-749. (https://www.emerald.com/insight/content/doi/10.1108/JRIM-11-2019-0175/full/html). Diakses tanggal 20 Oktober 2021.

Zingone, M. (2019) Instagram as Digital Communication tool for the Museums: A reflection on Prospectives and Opportunities through the Analysis of the Profiles of Louvre Museum and Metropolitan Museum of New York, European Journal of Social Science Education and Research, 6(3), 53-63.

Unduhan

Diterbitkan

09/27/2022

Cara Mengutip

Barroh, I. (2022). BRANDING MUSEUM DI MEDIA SOSIAL: STUDI KASUS INSTAGRAM MUSEUM NASIONAL . Prajnaparamita, 11(1), 1–10. https://doi.org/10.54519/prj.v11i1.54