The Future of Education

Edition 14

Accepted Abstracts

Education Multiculturalism in the Art of Television Advertising: a Response and Creation of Audiences Cultural Tolerance

Muchammad Bayu Tejo Sampurno Sampurno, Gadjah Mada University (Indonesia)

Abstract

The ever-expanding world is accompanied by developments in other fields, including technology, art, and education. The purpose of education to build humanist, academic, and professional human beings must be translated into indicators of learning in daily life that is relevant to the situation and condition of the learners. That is, education does not have to "uniform" the competence of multicultural learners in every region in Indonesia, but should be a pivot of competence development required in each area of the learner, without having to negate the "unused". Do not let the process of education just "alienate" learners on local wisdom in the region and himself as Indonesia. Thus, education as a process of culture for the awakening of human beings or a sovereign Indonesian citizen will happen well. There is a problem of how categorization is given in relation to the arts field, causing the art to be less regarded its existence. In fact, art is a symbolic representation of Indonesian culture. Linear thinking is closely related to categorization and comfort, causing the unconscious to exist multidisciplinarity in the art of television advertising that represents Indonesian multiculturalism. Multiculturalism and Indonesia symbolized through everyday life, dialogue by audience and ad creators through the television media. Ads that are often included in the non-art realm which is a television show feature a complex artwork that is actually capable of being an effective and efficient method of delivering Indonesia with consideration of tolerance in its delivery design. Multicultural and Indonesian symbolism in the art of television advertising should not be separated from the socio-cultural reality so that its birth is positioned as the "spiritual child" of the empirical reality in society. Throughout its development, it "shaping" and "shaped" through tolerance of Indonesian multiculturalism.
 
Keywords: education, multiculturalism, tolerance, advertising, television;

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