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April 12, 2015 posted by Ozip Team

Dua Sisi Promosi Indonesia – The Two Sides of Promoting Indonesia

Dua Sisi Promosi Indonesia – The Two Sides of Promoting Indonesia

Promosi Indonesia di sebuah negara, seperti terlihat di Australia, dilakukan oleh dua pihak. Pertama, oleh perwakilan pemerintah atau kelompok masyarakat Indonesia. Kedua, oleh lembaga yang didukung oleh pemerintah Australia atau oleh komunitas Australia secara independen.

Setiap perwakilan Indonesia memiliki agenda promosi yang mandiri, baik dilakukan oleh para stafnya maupun memfasilitasi berbagai lembaga pemerintah dan swasta yang akan berpromosi. Warga Indonesia juga punya agenda promosi tetap masing-masing, termasuk para pelajar, seperti PPIA Victoria yang baru saja menggelar Alun-Alun 2015 dengan tema Wisata Nusantara.

Demikian pula dari sisi Australia. Ada Australia Indonesia Institute (AII) yang antara lain memberikan dana untuk para seniman terpilih tinggal dan berpameran di Australia. Ada Multicultural Arts Victoria (MAV) yang sangat aktif mengundang seniman Indonesia atau memfasilitasi terjalinnya kolaborasi seniman kedua negara. Ada juga Melbourne Intercultural Fine Art (MIFA) yang beberapa kali menggelar pameran karya lukis seniman Indonesia. Kini Australia Indonesia Center (AIC) juga menyentuh bidang budaya dan baru saja sukses menampilkan karya designer Patrick Owen dalam ajang Melbourne Fashion Festival.

Namun, kedua agenda promosi itu seperti berjalan sendiri-sendiri. OZIP bukan sedang membandingkan keduanya melainkan mencoba mencari titik temu. Sebab jika dapat dipertemukan dalam satu agenda besar bersama, promosi budaya Indonesia itu akan semakin luas dan menjangkau masyarakat Australia yang lebih banyak.

Harus diakui, selama ini promosi Indonesia berhenti pada lingkaran yang cenderung sama dari waktu ke waktu. Pertama, warga Indonesia yang ada di Australia dan keluarganya. Kedua, para pengajar Bahasa Indonesia bersama murid atau mahasiswanya. Ketiga, para ahli Indonesia dengan lingkaran diskusinya. Keempat, pelaku bisnis Australia yang memiliki kepentingan di Indonesia. Sementara masyarakat Australia secara umum, apalagi yang ada di suburb, hampir tak pernah tersentuh dengan upaya promosi itu. Tak heran jika persepsi mereka tentang Indonesia tak pernah berubah, masih cenderung negatif.

OZIP mengharapkan ada pertemuan besar dari semua pelaku promosi budaya Indonesia itu. Sudah jelas bahwa warga Australia harus lebih banyak lagi yang mengenal Indonesia, sebab jika diambil perbandingan antara warga Indonesia yang bisa berbahasa Inggris dan warga Australia yang mampu berbahasa Indonesia, akan terlihat sangat timpang dan tidak seimbang. Sementara setiap tahun ribuan pelajar Indonesia datang ke Negeri Kangguru ini dan beradaptasi dengan budaya Australia saat mereka menempuh masa studi.

Jadi, modal dasar untuk promosi Indonesia yang lebih kuat itu sudah tersedia di kedua belah pihak. Ibarat sebuah orkestra, yang diperlukan saat ini adalah adanya dirigen yang handal.

Semoga segera terlaksana.

Street Life Melbourne-OZIP

Opening Ceremony for Street Life Melbourne.

The Two Sides of Promoting Indonesia

Two groups carry out the promotion of Indonesia, as is seen in Australia. Firstly, these groups are government representatives or Indonesian community groups. Secondly, Australian government supported groups or the Australian community independently.

Each representative group of Indonesia has its own independent promotion agenda; both those carried out by staff as well as those facilitated by various government and private institutions for promotion. Indonesian citizens also have a permanent promotion agenda, including students, such as PPIA Victoria that have just held Alun Alun 2015 with the theme Tourism of the Archipelago (Wisata Nusantara).

Patrick Owen Fashion Show-OZIP

Patrick Owen Fashion Show in Melbourne.

Similarly, from the Australian side. There is the Australia Indonesia Institute (AII) that amongst other things provides funding for selected artists to live and exhibit in Australia. There is Multicultural Arts Victoria (MAV), which are very active in inviting Indonesian artists or facilitating arts collaboration between the two countries (Australia and Indonesia). There is also Melbourne Intercultural Fine Art (MIFA) that has held exhibits several times for Indonesian painters. Now there is the Australia-Indonesia Centre (AIC) also moving into the cultural field and has just successfully showcased the work of designer Patrick Owen at the Melbourne Fashion Festival.

However, these two promotion agendas seem to be going in their own direction. At OZIP we do not want to compare them, but rather try to find a common ground. If we are able to bring this into one big agenda, then the promotion of Indonesian culture will be broader and reach more of the Australian community.

It must be recognised that the promotion of Indonesia tends to stop at the same point from time to time. Firstly, it stops with Indonesian citizens in Australia and their families. Secondly, with Indonesian teachers as well as their school or university students. Thirdly, Indonesian experts within their own discussion circles. Fourth, with Australian business people which have an interest with Indonesia. While Australian society in general, especially in the suburbs, are almost never reached with these promotional efforts. No wonder their perception of Indonesia never changes and still tends to be negative.

OZIP expects a big meeting of all the actors to promote Indonesian culture. It’s clear Australians need to be more familiar with Indonesia, if we draw comparisons between Indonesians who can speak English and Australians who can speak Indonesian, it will look very unequal and unbalanced. While every year thousands of Indonesian students come to study in Australia and adapt to the Australian culture as they go through the study period.

Thus, the basis to promote a more powerful Indonesia is already available on both sides. Like an orchestra, what is needed now is the presence of a reliable conductor.

Hopefully this will soon be accomplished.

Photos: Steven Tandijaya & Ineke Iswadojo

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