UPAYA PEMERINTAH INDONESIA DALAM MENINGKATKAN CITRA INDONESIA MELALUI ESPORTS : STUDI KASUS IESF 14th WORLD ESPORTS CHAMPIONSHIP BALI 2022

Azzahra, Farahdzilla Muthianisa (2025) UPAYA PEMERINTAH INDONESIA DALAM MENINGKATKAN CITRA INDONESIA MELALUI ESPORTS : STUDI KASUS IESF 14th WORLD ESPORTS CHAMPIONSHIP BALI 2022. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This research originates from the growing phenomenon of the esports industry as a new medium of cultural diplomacy and a strategic tool for strengthening a country’s image on the global stage. The purpose of this study is to analyze the efforts of the Indonesian government in enhancing the nation’s positive image through the IESF 14th World Esports Championship Bali 2022. This study employs a qualitative descriptive approach, using data collected through in-depth interviews, literature studies, and analysis of official documents. The theoretical framework applied is Simon Anholt’s Nation Branding Hexagon (2007), which consists of six elements: governance, tourism, exports, culture, people, and investment. The findings indicate that the Indonesian government successfully utilized the IESF 2022 event as a strategic platform to present Indonesia as a modern nation that integrates local culture with digital innovation. In the aspect of governance, the event demonstrated effective inter-ministerial coordination and transparent management. In tourism and culture, Bali was promoted as a destination combining natural beauty, cultural heritage, and digital creativity through art performances and local culinary showcases. Meanwhile, the people and investment elements were reflected through the role of esports athletes, creative SMEs, and international collaborations, which strengthened Indonesia’s image as a progressive and competitive country in the digital economy sector. Overall, the IESF World Esports Championship 2022 in Bali proves that esports can serve as an effective soft power instrument for advancing Indonesia’s nation branding in the global arena.

Item Type:

Thesis (Undergraduate)

Contributors: