Modern Campaign : The Concept Of Jember Fashion Carnaval As A Strategy To Developt Indonesia’s Local Culture

Jember Fashion Carnaval (JFC) is an international carnaval standard that established in Jember, East Java since 2002. JFC was not origin by local culture, but based Dynand Fariz’s creativity as the JFC Founder. JFC does not follow most of carnivals but confirm theirselves as a new trend. JFC has been a city branding of Jember district in its exsistence as The City of Pesantren, The City of Tobacco, and The City of Suwar-suwir. Modern campaign is a process to influence people into new system without losing the old one. Modern campaign JFC sourced from popular issues of society that become JFC themes and activity concept. Based on that statement, we need to explore more about the meaning of JFC, its modern campaign concept, and also JFC as a strategy concept to develop Indonesia’s local culture. This research uses qualitative method in philosophy perspective. Authors used philosophy perspective as the method because this method is more comprehensive and radical. Data collection technique using direct observation from pre-event until event. Interview respondents including JFC intern, Jember society, and Department of Tourism and Culture to represent Jember Government. Data analyze technique using constant comparative method. Verstehen, Interpretation, and Hermeneutic as philosophy method are used to conclude this research. The results of this research is modern campaign could be used as a reference for local cultures that are arduous to evolve or even don’t have strong enough sources so that they can acquaint their cultures to the world