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All Journal Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) JHSS (Journal of Humanities and Social Studies)
Ipung Kurniawan Yunianto
Institut Seni Indonesia Surakarta, Surakarta, Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Transformasi Visual Punakawan sebagai Strategi Representasi Budaya dalam Perancangan Maskot Gamelan Ethnic Music Festival 2025 Tunjung Norma Sidhi Hastuty; Taufik Murtono; Ipung Kurniawan Yunianto
Jurnal Manajemen Pendidikan dan Ilmu Sosial Vol. 7 No. 3 (2026): Jurnal Manajemen Pendidikan dan Ilmu Sosial (April - Mei 2026)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpis.v7i3.8002

Abstract

Kemunculan festival musik etnik dalam konteks budaya kontemporer menghadirkan tantangan dalam desain komunikasi visual, terutama dalam mentransformasikan simbol budaya tradisional menjadi identitas visual yang inklusif dan mudah diakses. Gamelan yang secara historis terkait dengan tradisi aristokrat memerlukan strategi reposisi visual agar relevan di ruang publik yang lebih luas. Penelitian ini menganalisis transformasi tokoh Punakawan menjadi maskot Gamelan Ethnic Music Festival (GEMFEST) 2025 sebagai strategi representasi budaya. Dengan pendekatan kualitatif practice-based, penelitian ini menggunakan analisis dokumentasi visual, wawancara dengan tim kreatif, serta data keterlibatan audiens dari Instagram resmi sebagai indikator penerimaan publik. Hasil penelitian menunjukkan bahwa deformasi visual, penambahan atribut kontemporer, dan penerapan prinsip desain karakter menghasilkan identitas maskot yang berakar pada tradisi namun tetap relevan secara modern. Transformasi ini mencerminkan proses rekontekstualisasi budaya menuju posisi yang lebih inklusif dan populer, serta terbukti efektif meningkatkan interaksi audiens sebagai strategi komunikasi visual.
The Empathize Approach In Visual Communication Design: A Case Study Of The Poznan Company × Real Madrid Community Apparel Campaign M Akhdan Al Ghifari; Ipung Kurniawan Yunianto
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol. 10 No. 02. (2026): JHSS (Journal of Humanities and Social Studies)
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v10i02..212

Abstract

The visual identity of football fan communities constitutes a collective symbol system that, to date, has received limited scholarly attention within the field of visual communication design (VCD), particularly from an empathize-based perspective. This study aims to describe how the empathize stage was operationalized in the VCD process of the Poznan Company × Seputar Real Madrid apparel campaign, to examine how the identity and emotions of Real Madrid fans were translated into visual elements, and to assess audience response indicators as markers of visual resonance—rather than as causal evidence of marketing success. A descriptive-qualitative case study approach was employed, drawing on digital observation of the Seputar Real Madrid community, documentation of campaign visual assets, and engagement and sales conversion data as supporting evidence. Findings reveal that the empathize approach produced three identity-driven visual pillars: the Cibeles Monument and UEFA Champions League (UCL) trophy as iconic symbols, Spanish-language typography anchored by the slogan "SOMOS LOS REYES DE EUROPA", and a black-gold-white color palette. These visual elements appear to have resonated emotionally with the audience, as reflected in a cumulative reach of 288,000 impressions and an increase in orders from 15 units (conventional method) to 152 units in Batch 1 (10.05% conversion rate) and 297 units in Batch 2 (19.33%), noting that UGC and fanpage support also contributed to the Batch 2 increase. Taken together, these findings suggest that an empathize-based VCD approach correlates with the formation of a visual system that resonates with fandom identity.
Co-Authors M Akhdan Al Ghifari Taufik Murtono Tunjung Norma Sidhi Hastuty