Cognitive Dissonance Equilibrium: Local Product Stigma in the "Filosofi Pete" Ad Narrative Flow

Arya Triyudanto; Fatrica Ivana Dabukke; Rustono Farady Marta; Hana Panggabean; Changsong Wang

doi:10.29313/mediator.v17i1.3260

Authors

Arya Triyudanto Atma Jaya Catholic University of Indonesia
Fatrica Ivana Dabukke Atma Jaya Catholic University of Indonesia
Rustono Farady Marta Universitas Satya Negara Indonesia
Hana Panggabean Atma Jaya Catholic University of Indonesia
Changsong Wang Xiamen University Malaysia

DOI:

https://doi.org/10.29313/mediator.v17i1.3260

Keywords:

Advertising, Cognitive Dissonance, Equilibrium, Local Products, Stigma

Abstract

Following the 1998 reform in Indonesia, advertising has undergone significant expansion, leveraging enhanced communication accessibility and media proliferation to shape public perceptions of promoted goods. Presently, media channels are inundated with commercial campaigns showcasing both domestic and international products. Within this landscape, Tokopedia, a key player in the e-commerce sector, employs diverse media platforms such as YouTube to engage consumers amid intensifying market rivalry. This study delves into Tokopedia's approach via the "Filosofi Pete" advertisement, exploring its endeavors to combat stereotypes surrounding local products. Drawing parallels between domestic goods and petai a culturally stigmatized item the research highlights the heightened stigma amid globalization, where foreign products often enjoy elevated prestige and perceived quality standards. Through the lens of cognitive dissonance theory and Todorov's narrative analysis, the analysis reveals Tokopedia's strategic narrative framework aimed at reshaping perceptions towards local products. By dissecting the advertisement's storyline, narrative structure, and visual elements, the study unveils Tokopedia's nuanced tactics for challenging entrenched biases. Through compelling storytelling and visual imagery, Tokopedia endeavors to reframe the discourse around local products, fostering a more favorable consumer outlook. This research sheds light on the intricate interplay between advertising strategies, cultural perceptions, and consumer behavior, offering insights into how brands navigate evolving market dynamics to carve out a competitive edge.

Author Biographies

Arya Triyudanto, Atma Jaya Catholic University of Indonesia

Arya Triyudanto, S.Si. complete his Bachelor’s Program in Theology at Jakarta College of Theological Philosophy, Indonesia in 2008. He has been working as a pastor at Gereja Kristen Jawa Kanaan-Jakarta, for more than 10 years. Now he is pursuing his Master Degree in Psychology at Atma Jaya Catholic University of Indonesia, in Jakarta.

Fatrica Ivana Dabukke, Atma Jaya Catholic University of Indonesia

Fatrica Ivana Dabukke, S.Psi complete her Bachelor’s Program in Psychology at Bina Nusantara University, Indonesia in 2018. She has interest with education especially teacher development. Now he is pursuing his Master Degree in Psychology at Atma Jaya Catholic University of Indonesia, in Jakarta.

Rustono Farady Marta, Universitas Satya Negara Indonesia

Dr. Rustono Farady Marta, S.Sos., M.Med.Kom (蔡益安) or familiarly called "Frad". Obtained his bachelor's degree in Communication Science at Universitas 17 Agustus 1945 Surabaya, then completed his Master's Degree in Post-Graduate Program of Media & Communication at Universitas Airlangga. Achievements in the field of research have been engraved when winning the Best III at the Indonesia Media Research Awards and Summit (IMRAS) in 2014 (social media category) and the year 2015 (online media category). In 2016 received a Research Lecturer Scholarship from Tempo Institute, while in 2017 awarded for National Research Grant for Dissertation by the Ministry of Research, Technology and Higher Education Republic of Indonesia. To complete the study of Doctoral degree in Communication Sciences at Universitas Indonesia. He is a visiting assistant professor at the Faculty of Psychology at the Atma Jaya Catholic University of Indonesia and Vice-Rector of Student Affairs, Alumni, and Partnership at Universitas Satya Negara Indonesia. The specialties of Frad are identity studies and communication media sciences. He also focuses on the development of a scientific journal by the Indonesian Communication Science Journal Publishers Association (APJIKI) Other matters relating to the research track record can be viewed in full through SINTA ID: 259075, Scopus Author ID: 57211404689, http://orcid.org/0000-0002-2282-4081, also accessible on: https://www.researchgate.net/profile/Rustono_Marta?ev=hdr_xprf

Hana Panggabean, Atma Jaya Catholic University of Indonesia

Prof. Dr.phil. Hana Rochani G. Panggabean, Psi. is a professor in Industrial/Organizational Psychology at the Faculty of Psychology , Atma Jaya Catholic University of Indonesia, in Jakarta. She has been working on research topics on culture and psychology in organizational setting for more than 20 years. Her working experences include extensive years with developmental research projects and consutancies focusing on local cultures and group behaviour".

Changsong Wang, Xiamen University Malaysia

Changsong Wang is a lecturer at the Department of Journalism and Advertising, Xiamen University Malaysia, Malaysia. He received her undergraduate degree from Soochow University, China. He holds Master of Communication and Ph.D. of Communication from University Sains Malaysia (USM). His research interests include Media and Culture, Communication and Media Studies, Cinema Studies, Film Studies, Film Genre, Youth Culture, Social Media and Crisis Communication, Community Communication.

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