Proceedings of the International Conference on Social Studies and Environmental Issues (ICOSSEI 2019)

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Analysis of Glocalization Phenomena: Advertising of Starbucks Special Edition Products with Indonesian Local Wisdom in Social Media

Authors
Ananda Dwitha Yuniar, Ahmad Fikri Ainurrizqi, Amelia Firda Tresnayanti, Amelia Firda Rahma, Rizki Amalia, Siti N. Zulaikha, Alan Sigit Fibrianto
Corresponding Author
Ananda Dwitha Yuniar
Available Online 18 February 2020.
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/).

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Volume Title
Proceedings of the International Conference on Social Studies and Environmental Issues (ICOSSEI 2019)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
18 February 2020
ISBN
10.2991/assehr.k.200214.045
ISSN
2352-5398
DOI
10.2991/assehr.k.200214.045How to use a DOI?
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

risenwbib
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  -