UPAYA PROMOSI JAZZ SEBAGAI BENTUK NATION BRANDING AMERIKA SERIKAT DI ERA PERANG DINGIN

• Main Author: Muhammad Irhan Diaz Putra, 071411231076
• Format: Article PeerReviewed
• Published: Fakultas Ilmu Sosial dan Ilmu Politik 2018
• Subjects: JZ International relations; JZ6385-6405 The armed conflict. War and order
• Online Access: http://repository.unair.ac.id/79635/; http://journal.unair.ac.id/JAHI@upaya-promosi-jazz-sebagai-bentuk-nation-branding-amerika-serikat-di-era-perang-dingin-article-12628-media-131-category-.html
• Institution: Universitas Airlangga

This study aims to provide an overview of the efforts of jazz promotion of the United States in the Cold War era as a form of nation branding. So far, the efforts of the United States are seen as a form of diplomacy. Therefore, this research seeks to provide a new perspective by looking at US efforts through a nation branding perspective. This research also illustrates that although the concept of nation branding is a relatively new concept in International Relations, the concept can be used to review the efforts of the United States in the Cold War era. To see it, the authors used existing studies of US jazz promotion efforts in the Cold War era, and used the available information by linking them to the attributes of a nation branding. The nation branding attributes that writers use consist of the purpose background, the role of various actors and the media, and strategies and tactics. This study uses a secondary source related to the promotion of American jazz and linked it with the concept of nation branding. The study found that the United States' efforts in promoting its jazz in the Cold War era are in some respects consistent with the attributes of a nation branding. Through these findings, it can be said that the practice in nation branding is also related to diplomacy. Thus, although both are different concepts, both can explain the same practice.