The Commodification of Indigenous People in Print Advertisement

Listia, (2012) The Commodification of Indigenous People in Print Advertisement. In: The 4th International Graduate Student Conference on Indonesia , 30-10-2012 - 31-10-2012, Yogyakarta - Indonesia.

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Abstract

The advertisement of Bank Rakyat Indonesia (BRI) with their tagline “Melayani dengan Sepenuh Hati” is published on a full-page of Kompas newspaper. The advertisement describes a man wearing a tie and a formal uniform fitted with the identity of BRI banking staff. He teaches a man from Papua on how to swipe a card. It is very interesting to look at the image of interaction between these two men in the print advertisement. In a glance, this advertisement seems neutral. At least it tries to be neutral and objective, but I believe that every text always has potential to be read critically. The aims of this analysis are to read the message conveyed through the image and text of the advertisement, which cannot be read as taken for granted, and to uncover its ideology. The research uses Barthes’ semiotics to analyze the visual aspects that consist of image and text and also the connection between them. The analysis gives us description that BRI is keen to target indigenous people in Papua as a means of selling modern technology. Banking with modern technology has penetrated our lives, even in the most primitive societies. With their slogan “Terus memBRI kemudahan di seluruh wilayah nusantara” BRI tries to convince their audience that they can be easily found in all regions of Indonesia, including in remote areas. The combination of the photograph, tagline, slogan and body copy determine a powerful message. The Papua man in this advertisement becomes the object that facilitates communication between producers and readers. His position is so strong that the message will be different if his position is replaced with other indigenous people. This print advertisement contains the ideology of capitalism there is a commodification of indigenous people in the selling of modernity. Furthermore, this advertisement seems to deconstruct a mindset of Indonesian people. The banking advertisement is used to introduce a culture of “saving”, but BRI advertisement informs that modern technologies make it easy to earn money or pay without cash. The consequence of this message is when the reception is not appropriate there will be a new problem that is the culture of “debt”.

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