KAMPANYE WONDERFUL INDONESIA SEBAGAI STRATEGI DIPLOMASI PUBLIK DIGITAL INDONESIA DI AUSTRALIA PASCA PANDEMI COVID-19

Authors

  • Rafi Althaf Naufal Universitas Budi Luhur
  • Elistania Elistania Universitas Budi Luhur

Keywords:

citra destinasi, diplomasi publik digital, nation branding, wonderful Indonesia, soft power

Abstract

This study examines the role of the Wonderful Indonesia campaign as a digital public diplomacy strategy for building Indonesia's positive image in Australia during the 2022-2024 post-COVID-19 recovery. It combines constructivism, soft power, nation branding, and destination-image perspectives to explain how digital representations produce meaning. Using a descriptive qualitative approach, the study conducts content analysis of selected Instagram and YouTube posts and the official Wonderful Indonesia website, triangulated with government documents, tourism statistics, and academic literature. The findings show that open-nature imagery and narratives of relaxation, safety, and destination readiness consistently frame Indonesia as a calm, welcoming, and relevant destination for Australian travellers. Nevertheless, communication remains predominantly one-way, insufficiently localized, and unsupported by direct measurement of audience attitude change. Therefore, the campaign operates more convincingly as an instrument of image projection than as a mechanism for sustained dialogic relationship-building.

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Published

06-06-2026

How to Cite

Naufal, R. A., & Elistania, E. (2026). KAMPANYE WONDERFUL INDONESIA SEBAGAI STRATEGI DIPLOMASI PUBLIK DIGITAL INDONESIA DI AUSTRALIA PASCA PANDEMI COVID-19. Balcony, 10(1), 61–76. Retrieved from https://jom.fisip.budiluhur.ac.id/balcony/article/view/1040

Issue

Vol. 10 No. 1 (2026): Celebrating a decade of the Balcony Journal from 2016 to 2026

Section

Articles

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Copyright (c) 2026 Rafi Althaf Naufal, Elistania Elistania

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