THE REPRESENTATION OF INDONESIAN NATIONAL IDENTITY THROUGH SPORT IN DJARUM COMMERCIAL BREAK BADMINTON SCHOLARSHIP VERSION (2014)

In this global era, sport is not only treated as an activity or entertainment but also part of the national identity. Historical memories and myth in the past are the factors that can make sport become the identity of the nation. Moreover, every nation in the world claim a certain sport to be their national identity based on international success. This idea can be seen through Djarum Commercial Break Badminton Scholarship Version (2014) that shows Indonesia and badminton. Indonesia has a great history in badminton competitions. Indonesia historically has obtained many achievements from international competitions. The aim of this study is to know the representation of badminton as Indonesian national identity in Djarum Commercial Break Badminton Version (2014). The writer argued that this commercial break intends to emphasize badminton as Indonesian national identity through sport. This study uses sport and national identity theory from Alan Bairner. The second theory is semiotic from John Fiske as the approach to analyze the data. The data analyzed using three levels of social codes from Fiske that consists of reality level, representation level, and ideology level to support Bairner’s theory. This study finds that historical memories and myth in the past play a role in national identity construction. It shows that Indonesian people are still proud with glorification of the past that makes badminton becomes a national sport in Indonesia. In summary, this glorification of the past has made badminton one step ahead compared to other Indonesian sports