RMIT International University Vietnam

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Subject Code: COMM2377

Subject Name: Modern Asia

Location & Campus (SGS or HN) where you HN Campus

study:

Title of Assignment: Visual Essay

Student name: Dang Minh Quang

Student Number: S3927493

Teachers Name: Rossitsa Bolgurova

Group Number: 04

Assignment due date: April 1st 2022

Date of Submission: March 30th 2022

Number of pages including this one: 7

Word Count: 1185

-I declare that in submitting all work for this assessment I have read, understood

and agree to the content and expectations of the Assessment Declaration

- I do not give RMIT University permission to use my work

TALKING POINT

• Topic: Nyepi, the day of silence - Bali, Indonesia

• Recommendation: Upcoming campaign relevant to "Modernity."

• Main arguments:

- Modernity along with traditional values

- Modernity and partial industrialization in tourism

- Globalization constitutes modernity

Figure 1: Ogoh-Ogoh model (Eli 2019)

Introduction:

Indonesia is the world's fourth-largest country in Southeast Asia, with 240 million people. It is made
up of 19,000 islands that span over the equator (Vickers & Adrian 2013). Among them, the island of
Bali is one of the few places in the world that have become iconic (Asa & Berger 2013). It is located
in the Indian Ocean, to the east of Java Island ('Bali, Indonesia' 2020). Bali's magnificent maritime
scenery has aided the rapid development of the coastal tourism business, bringing millions of
tourists worldwide each year ('Bali, Indonesia' 2020). Bali is also a cultural and traditional island (Eli
2019). There is a day when 4 million people stay entirely black for one night a year. It is Nyepi (or
"Silent Day"), a Hindu festival observed predominantly on the Indonesian island of Bali in March or
April, though it is a national holiday across the country. According to the Balinese Saka calendar, it
marks the start of a new year (Karang, Ceria & Lynham 2021). The provided image is the demon from
Ogoh-Ogoh Festival. The Balinese believe that the demons will depart the island by remaining silent
during the day and not leaving the house or turning on any lights (Eli 2019). Nyepi is Bali's most
important day, and everyone, no matter who they are, must follow at least a few of the regulations
and prohibitions (Eli 2019). This visual essay will examine the "modernity" component via the
theoretical lens to improve national branding.

Modernity along with traditional values:

Modernity is neither a sociological nor a political notion, nor is it precisely a historical concept. It is a
distinctive way of civilization that challenges the tradition of all other antecedent or traditional
cultures. In contrast to the latter's geographic and symbolic variety, modernity pushes itself over the
world as a homogeneous unity emanating from the Occident (Baudrillard 2022). In Bali, people are
highly proud of their traditions and rituals. They must stick to strict norms of conduct within society
and their families (Culture and Traditions in Bali: Money, Gestures, Table Manners & Religion 2016).
Nevertheless, traditional values were changeable and could be replaced with modern values
(Inglehart & Baker 2022). However, that does not mean abandoning the inherent traditions of the
country. A misdiagnosis of modern society that ignores its traditional elements is mirrored by a
misunderstanding of tradition that underestimates its modern opportunities (Rudolph & Susanne
Hoeber Rudolph 1967). Those who research new nations usually discover only manifest and
dominant values, configurations, and structures that suit a traditional model and ignore latent,
deviant, or minority values, configurations, and structures that fit a model of modernity (Rudolph &
Susanne Hoeber Rudolph 1967). Nyepi is a holiday with a long tradition in Bali that is considered a
national cultural heritage, so not all its values can be replaced. Still, there are many promising and
need to change features in a modern direction to add more value to the festival and its national
image. Therefore, combining modern and traditional values will help maintain long-term traditional
values through each period, thereby attracting younger generations and pleasing the older
generations. Young people experience cultural change more intensely than the elders, and their
impact on culture is more evident than on economics or politics (UNFPA 2008). Their dynamism has
the potential to modify some of the antiquated and negative parts of their cultures that older
generations believe to be unchangeable (UNFPA 2008). Moreover, many parts of the Nyepi can be
modernized. The feature with the most potential to be modernized is the Ogoh-Ogoh festival. The
Ogoh-Ogoh Festival is similar to Bali's New Year's Eve. It is a gigantic event that takes place all
around the island. Each town has its festival, dance, drumming, and parades (Eli 2019). The island's
people build large and colorful cardboard and papier-mache statues ranging in height from two to
five meters, which they call Ogoh-Ogoh (ContentEngine LLC 2019). There is an opportunity to
combine art and mechanic at the festival into Ogoh-Ogoh models, allowing the demons to dance
with everyone. Applying technology to the festival will make the festival more interesting for all ages
and make the nation branding appear as a country rich in tradition but also modern.

Modernity and partial industrialization in tourism:

Leiper (1990) proposed partial industrialization in tourism (PIIT), stating that "the process of tourism
is...inherently...partially industrialized". Tourists patronize a variety of businesses. They may stay in
hotels, dine at cafés and restaurants, and buy gasoline and groceries (Backer & Barry 2013). The
development of tourism in Indonesia aims to relieve poverty, protect nature, the environment, and
resources, promote culture, improve the nation's brand, and establish relations with other countries.
Bali is Indonesia's most prominent tourist destination that can boost its people's welfare through the
tourism sector (Sutawa 2012). Nyepi is a famous festival, but it has much more opportunities in the
tourism industry of Bali, Indonesia. Now some strict traditions are limiting those opportunities. On
Nyepi day, there are no flights available. The airport is closing, and no one can watch television,
listen to the radio, use electrical or cellular devices and leave their residence (ContentEngine LLC
2019). Moreover, everyone who defies the regulations is either sent home or arrested
(ContentEngine LLC 2019). That means there are no stores for tourists to shop and no flights for
more tourists to travel. To bring more benefits to the tourist industry of Bali, some of those
traditions should be changed. The traditions of the people should not be forced upon the tourists.
Specifically, local traditions should not apply to tourists, and tourists should be allowed to enjoy all
the facilities in Bali in the way they want. That will attract more tourists and increase local income.
Also, tourism sectors create enormous job possibilities in various fields such as lodging,
transportation, and attraction locations (Aynalem, Birhanu & Tesefay 2016). Therefore, the local
people will have more opportunities to find jobs. Moreover, the quality of employees, the lives of
the people, and the country's image will be improved.

Globalization constitutes modernity:

Globalization and modernity are identical terms. Globalization investigates links across various
sectors, from academics to practice (Velho 2008). Globalization is accelerating as a result of
developments in economic contact between nations, an increase in foreign investments, and supply
chains that bridge national borders, to mention a few variables that are creating a more competitive
worldwide commercial environment for enterprises to cope with (Ammi 2007). Therefore, bringing
globalization into Bali's tourism industry will attract foreign investment for economic and
technological development. Globalization also contributes to the promotion of Balinese culture,
especially big festivals like Nyepi, thereby bringing the image of Indonesia to the world.

Conclusion:

In conclusion, the Ministry of Indonesia suggests applying "Modernity" to the Nyepi festival in Bali to
enhance the national branding by combining modern and traditional values and industrialization and
globalization of tourism in Bali.

References:

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