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Prof. Dr. Ida Rochani Adi, S.U
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Gedung R. Soegondo FIB UGM, JI. Sagan, Caturtunggal, Depok, Sleman, Yogyakarta 55281
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INDONESIA
Rubikon: Journal of Transnational American Studies
Published by Universitas Gadjah Mada
ISSN : 25412248     EISSN : 2654413X     DOI : https://doi.org/10.22146/rubikon
Core Subject : Humanities,
Humanities
RUBIKON, Journal of Transnational American Studies (JTAS) specializes in American Studies especially transnational studies of the U.S. It is also intended to communicate American Studies issues and challenges. This journal warmly welcomes contributors from American Studies scholars, researchers, and those related to the discipline.
Arjuna Subject : Seni dan Humaniora - Seni dan Humaniora (Lain-Lain)
Articles 6 Documents
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Search results for , issue "Vol 1, No 2 (2014)" : 6 Documents clear
CULTURAL HYBRIDITY TOWARDS AN UPWARD MOBILITY: IMPLICATIONS OF THE AMERICAN MEDIA AND AMERICAN CORPORATE CULTURE IN INDONESIA Alfred Inkiriwang; Riani E. Inkiriwang Winter
Rubikon : Journal of Transnational American Studies Vol 1, No 2 (2014)
Publisher : Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (166.878 KB) | DOI: 10.22146/rubikon.v1i2.34210

Abstract

Hybridity has been defined in many terms. Subsequently, cultural hybridity is associated with different meanings, as seen from a spectrum of theoretical and disciplinary perspectives. In the realm of Transnational American Studies in Indonesia, the hybridization of American Media and American Corporate Culture into those domains in Indonesia would be an observable transnational cultural phenomenon. American corporate culture has a hegemonic dominance in the world as it has in Indonesia. Similarly, in the current global media culture, American media’s influence has brought with it its culture to places throughout the world including Indonesia. In the current discourses hybridity has “long left behind the negative implications and connotations of inferiority” and it presents currently the intercultural exchange of transnational and global mobility. This article explores American and Indonesian cultural hybridity as a notion of upward mobility in the domain of media culture and corporate culture in Indonesia.
THE SEAMY SIDE OF AMERICAN CAPITALISM IN JOHN STEINBECK'S THE GRAPES OF WRATH Fuad Hasyim
Rubikon : Journal of Transnational American Studies Vol 1, No 2 (2014)
Publisher : Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (158.76 KB) | DOI: 10.22146/rubikon.v1i2.34214

Abstract

This article is an attempt to study Steinbeck’s vision of the American system of capitalism during 1930’s as causing the greatest economic crisis in American history. The study particularly observes the growth of materialistic values in this era. The main discussion concerns the dramatic journey of Joad’s family toward California as reflected in The Grapes of Wrath.With an interdisciplinary approach, the study examines the novel to comprehend the author’s view about his social phenomena. This is a kind of qualitative research in which the researcher applied library research on The Grapes of Wrath. The data gathered from bibliographical sources was analyzed and written descriptively to describe the seamy side of capitalism in America.The result of this research shows that material success is not the human’s only orientation in his life. The great depression and tragic life of Oklahoma tenant farmers were viewed by the author as due to the impact of uncontrolled American Capitalism in 1930’s. The seamy sides of American Capitalism such as greed, selfishness, corruption, and consumptive behavior, etc. have been described by the author as source of the extensive destruction among American people.
JAMES FENIMORE COOPER AND THE IDEA OF ENVIRONMENTAL CONSERVATION IN THE LEATHERSTOCKING TALES (1823-1841) Ceisy Nita Wuntu
Rubikon : Journal of Transnational American Studies Vol 1, No 2 (2014)
Publisher : Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (192.221 KB) | DOI: 10.22146/rubikon.v1i2.34218

Abstract

The spirit to respect the rights of all living environment in literature that was found in the 1970s in William Rueckert’s works was considered as the emergence of the new criticism in literature, ecocriticism, which brought the efforts to trace the spirit in works of literature. Works arose after the 1840s written by Ralph Waldo Emerson, Henry David Thoreau, and Margareth Fuller, the American transcendentalists, are considered to be the first works presenting the respect for the living environment as claimed by Peter Barry. James Fenimore Cooper’s reputation in American literary history appeared because of his role in leading American literature into its identity. Among his works, The Leatherstocking Tales mostly attracted European readers’ attention when he successfully applied American issues. The major issue in the work is the spirit of the immigrants to dominate flora, fauna and human beings as was experienced by the indigenous people. Applying ecocriticism theory in doing the analysis, it has been found that Cooper’s works particularly his The Leatherstocking Tales (1823-1841) present Cooper’s great concern for the sustainable life. He shows that compassion, respect, wisdom, and justice are the essential aspects in preserving nature that meet the main concern of ecocriticism and hence the works that preceded the transcendentalists’ work places themselves as the embryo of ecocriticism in America.
THE TRANSNATIONAL SUCCESS OF COSMOPOLITAN MAGAZINE Ekawati Marhaenny Dukut
Rubikon : Journal of Transnational American Studies Vol 1, No 2 (2014)
Publisher : Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (162.611 KB) | DOI: 10.22146/rubikon.v1i2.34222

Abstract

Studying about an American popular culture product such as the Cosmopolitan magazine for American Studies’ scholars can no longer be framed in studying how it is operated within the U.S. only. Instead, a look at how it is being transferred across nation’s borders and how it is regulated in other nations become a concern also to scholars. Time and space is no longer a border for a world that is transnational, so global values that are being sold in the magazine’s advertisements are being made continually popular by inserting local ideas. How has Cosmopolitan successfully achieved its globality? The following article discusses on the transnational culture that Cosmopolitan and its magazine advertisement brings and howit has taken in the local to support the global.
ASIAN INDIAN MUSLIM NEGOTIATING FOR IDENTITY IN THE POST ‘SEPTEMBER ELEVENTH’ AS DEPICTED IN THE FILM MY NAME IS KHAN Fajriani Fajriani
Rubikon : Journal of Transnational American Studies Vol 1, No 2 (2014)
Publisher : Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (166.939 KB) | DOI: 10.22146/rubikon.v1i2.34223

Abstract

This article is an attempt to examine the problem of Muslim identity and how they negotiate their identity as Muslim whereas they have to face anti Muslim racism by Americans. The film has the theme of racism in the context of Muslim racial profiling. Therefore to accomplish the objectives, it applies Kant’s theory called as “races of mankind” that is, people are distinguishable according to their inherited physical attributes. This term illustrated the racialized of religion in the context of physical attributes related to labeling of Muslim racial profiling and stereotypes as terrorist. Since “September Eleventh”, Muslim is suspected as terrorist and has to be responsible for the tragedy. The interesting fact found in the analysisof the Asian Indian Muslim identity in the United States America post “September Eleventh” as depicted in the film is that, the Muslim Americans community was particularly impacted by the attacks and has had to face the growing Islamophobia including discrimination and prejudice, racial hatred, as well as violence. Rising Islamophobia and the negative reaction of American society to “September Eleventh” have led to changing definitions of the good multicultural society in the United States of America. Therefore, to decrease the impact of Islamophobia, Asian Indian Muslim Americans undergo the process of negotiation for their identity as Muslim through the way such as assertiveness in faith, showing the truth of Islam and participate in social activity. Accordingly, Americans Muslim can reduce the suspicionsof their identity until Americans do not assume them as threat even less as enemy but rather as human being that have right to be appreciated because of their humanity and not because of their identity as Muslim.
REPRESENTATION OF COCA COLA AS AMERICAN MULTICULTURAL ICON IN THE TV ADVERTISEMENT AMERICA IS BEAUTIFUL Benita Amalina
Rubikon : Journal of Transnational American Studies Vol 1, No 2 (2014)
Publisher : Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (597.199 KB) | DOI: 10.22146/rubikon.v1i2.34224

Abstract

On February 2, 2014, Coca Cola released a new television advertisement titled “America is Beautiful” during Super Bowl event. The advertisement shows American multicultural families having a good time together. What makes this advertisement different from the previous ones, is the usage of a patriotic song America is Beautiful as the musical background. This research examines how Coca Cola as a brand represents the multicultural America through this advertisement. The result shows that it is affected by the historical values and the fact that the CEO of Coca Cola blatantly advertise multicultural America by encouraging and supporting the immigrants.

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