Dynamics of Industrial Revolution 4.0: Digital Technology Transformation and Cultural Evolution –
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Indonesian gestures on the cover of fashion magazines
D.W. Soewardikoen & M. Tohir
Telkom University, Bandung, Indonesia
ABSTRACT: Fashion magazines published in Indonesia were initially influenced by the local
culture with regard to race, gestures, and modest clothing. Nowadays, both domestic and foreign
magazines are published in Indonesia. There are many similar cover designs especially in relation
to layout, typography, colors, illustrations, and in the way models are displayed. This similarity is
the result of globalization that continues to grow, especially ideology in the field of fashion that
has been disseminated through magazines from international publishers who have contributed to
the changing views and values of Indonesian society. The research question was whether there are
magazine covers that still feature Indonesian gestures. The research was done through observations,
literature studies, interviews, and questionnaires, looking at the origin of magazine publishing and
the visual elements displayed. It was found that gestures have been influenced by norms and fashion
developments. Foreign magazine covers are very influential in the development of magazine covers
in Indonesia.
Keywords: Indonesian, gestures, fashion, magazines
1 INTRODUCTION
Various magazines published in Indonesia have been hit by media disturbances, marked by a
decrease in sales turnover and a decrease in advertising revenue, especially in print media. The digital revolution gives users previously unimaginable access to new products and ideas (Cooper 2017).
Publishers started to build communities to maintain their audience, and online media and social
media became alternatives so that magazine publishing would not disappear altogether (Bachdar
2018). There are several foreign fashion magazines still present on the market, featured in the general magazine sales area. Domestic publishers no longer have a monopoly on fashion magazines.
In fact, international publishers have begun to dominate magazine display racks in supermarkets.
Transnational corporations, cyber technology, and electronic mass media have given birth to a network of closely related networks that are covering the world (Rabine 2016). Fashion has become
an arbitrary force because it can determine which clothes are still suitable for use and which are
out of fashion. Fashion magazines are important reading for fashion followers or the middle class
who don’t want to be considered out of date.
The magazine cover plays an important role for potential readers because the outermost appearance of a magazine contains headlines, body copies, and captions of images or photos, which play
a role in persuading prospective magazine buyers. Cover images carry values that shape the tastes
and insights of consumers. Persuasion occurs when there is a relationship between the appearance
of the cover and the consumer’s insight. Circulation of well-known fashion magazines from foreign publications, that carry the values of their home countries, will influence readers’ tastes and
insights. Consumption is not only done by buying clothes in stores but also by reading fashion
magazines (Alexandersson & Matlak 2017). Continuous development, especially ideology in the
field of fashion, which is disseminated through international publications helps change the views
and values of Indonesian people. This research questioned the presence of magazine covers in
Indonesia that still display Indonesian gestures.
DOI 10.1201/9781003193241-45
243
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Indonesian gestures on the cover of fashion magazines
D.W. Soewardikoen & M. Tohir
Telkom University, Bandung, Indonesia
ABSTRACT: Fashion magazines published in Indonesia were initially influenced by the local
culture with regard to race, gestures, and modest clothing. Nowadays, both domestic and foreign
magazines are published in Indonesia. There are many similar cover designs especially in relation
to layout, typography, colors, illustrations, and in the way models are displayed. This similarity is
the result of globalization that continues to grow, especially ideology in the field of fashion that
has been disseminated through magazines from international publishers who have contributed to
the changing views and values of Indonesian society. The research question was whether there are
magazine covers that still feature Indonesian gestures. The research was done through observations,
literature studies, interviews, and questionnaires, looking at the origin of magazine publishing and
the visual elements displayed. It was found that gestures have been influenced by norms and fashion
developments. Foreign magazine covers are very influential in the development of magazine covers
in Indonesia.
Keywords: Indonesian, gestures, fashion, magazines
1 INTRODUCTION
Various magazines published in Indonesia have been hit by media disturbances, marked by a
decrease in sales turnover and a decrease in advertising revenue, especially in print media. The digital revolution gives users previously unimaginable access to new products and ideas (Cooper 2017).
Publishers started to build communities to maintain their audience, and online media and social
media became alternatives so that magazine publishing would not disappear altogether (Bachdar
2018). There are several foreign fashion magazines still present on the market, featured in the general magazine sales area. Domestic publishers no longer have a monopoly on fashion magazines.
In fact, international publishers have begun to dominate magazine display racks in supermarkets.
Transnational corporations, cyber technology, and electronic mass media have given birth to a network of closely related networks that are covering the world (Rabine 2016). Fashion has become
an arbitrary force because it can determine which clothes are still suitable for use and which are
out of fashion. Fashion magazines are important reading for fashion followers or the middle class
who don’t want to be considered out of date.
The magazine cover plays an important role for potential readers because the outermost appearance of a magazine contains headlines, body copies, and captions of images or photos, which play
a role in persuading prospective magazine buyers. Cover images carry values that shape the tastes
and insights of consumers. Persuasion occurs when there is a relationship between the appearance
of the cover and the consumer’s insight. Circulation of well-known fashion magazines from foreign publications, that carry the values of their home countries, will influence readers’ tastes and
insights. Consumption is not only done by buying clothes in stores but also by reading fashion
magazines (Alexandersson & Matlak 2017). Continuous development, especially ideology in the
field of fashion, which is disseminated through international publications helps change the views
and values of Indonesian people. This research questioned the presence of magazine covers in
Indonesia that still display Indonesian gestures.
DOI 10.1201/9781003193241-45
243