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Place Branding: From Digital Architecture and Digital Entertainment to

Instrumental Value: (Case Study: Instagram Influencer)

Conference Paper · January 2022

DOI: 10.2991/assehr.k.220703.039

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Onie Dian Sanitha Melania Rahadiyanti

Soegijapranata Catholic University Universitas Ciputra Surabaya
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 Advances in Social Science, Education and Humanities Research, volume 671
International Webinar on Digital Architecture 2021 (IWEDA 2021)

Place Branding: From Digital Architecture and Digital

Entertainment to Instrumental Value
(Case Study: Instagram Influencer)
Onie D. Sanitha1,* Melania Rahadiyanti2
1
Program Studi Doktor Arsitektur, UNIKA Soegijapranata, Semarang, Indonesia
2
Program Studi Arsitektur Interior, Universitas Ciputra, UCC Town, Citraland, Surabaya, Indonesia
*
Corresponding author. Email: [email protected]

ABSTRACT
This article emphasizes a practical understanding of digital entertainment and digital architecture as a collaborative
strategy in discovering and developing the instrumental values of a place, region, or city. Through digital case study
method of social media-Instagram and the Digital Influencer phenomenon with linear narrative techniques, it leads to
the formulation concept of digital culture which has an impact to discovering the hidden knowledge as instrumental of
place value, place branding and the formulation of the concept good content good architecture.

Keywords: Digital entertainment, Digital architecture, Good architecture, Social media, Instagram,
Influencer.

1. INTRODUCTION sends information to its users about photo locations that

should not be missed around us when we walk in a city
Social media gives us a powerful tool. It is transform by using a google map building, the google system then
from passive into active audiences [1]. Public Opinion records our movements, so that's where Instagram social
plays its role in determining the current architectural media feedback can actually connected with us. In fact,
direction, especially in public places/public buildings quite a number of architectural firms report how they
[2]. Instagram Influencers have become a media meet the demands of “Instagrammable” space design,
connector between people and architecture. This can be we can't help but wonder: How do social media and
inevitability, while designing, prescribing polling the their influencers shape public spaces? Is Instagram
fans and letting the public get involved, experience and Breaking Architecture?
connect them with a building that hasn't even been built
yet and brings them closer to the world of architecture. Then a question arises "Is Architectural Design still
More information received will be a good thing, more quite essential if it departs from a need? Or architecture
reaction the better in determining the direction of the started to be directed by public opinion?
design, and Digital Technology will be a force for
architects in designing, 2. PURPOSE
Social media in this new era is thought to be able to This study aims to analyze an Instagram social
change the planning of a city [3], facilitating the media influencer related to digital architecture and
transition from a functional understanding of design to a digital entertainment which is directed at finding a
formal understanding of a commercial nature. The built synthesis of instrumental values formed through
environment becomes an attraction, inhabited not by Instagram social media which have an impact on the
residents, but by users who feel the need to document development of architectural designs so that these
their own lives. values can be used as a basis / principle in considering
the branding process for a place through an architectural
Finally, we realize that the presence of Google Maps
approach.
can help remind us of the traces of our travels recorded
on google map data through the social media Through these goals, the target of this research is to
information we use [4]. In addition, Google Map also find a concept of Place branding from social media

Copyright © 2022 The Authors. Published by Atlantis Press SARL.

This is an open access article distributed under the CC BY-NC 4.0 license -http://creativecommons.org/licenses/by-nc/4.0/. 214
 Advances in Social Science, Education and Humanities Research, volume 671

influencer that can be used to design buildings, building with invisible material, shape, texture, color
especially commercial buildings. and cultural values [13].
In the physical context, the behavior of users or
3. LITERATURE REVIEW occupants greatly influences the design process that is
Since many people believe that brand are made in able to adapt and be in harmony with the environment,
the mind, many companies try to manage their products natural resources and ecosystems [14]. Non-physical
from the side of consumer needs. Such as find the aspects can be in the form of culture and art or art that is
impression from customer-generated with social media abstract and has an influence on knowledge and ideas in
that triggered brand focused [5]. Instagram bring people's daily lives. Several points of view that can have
opportunities for many people to grow, including an influence include busy work activities (economics),
providing experiences that build a brand. This kinship and social organization, language, belief, art,
experience would be a material to develop some marriage and science and technology [15]. In the case of
business. The person behind this instagram platform art, the reference is aesthetics whose estuary lies in
becomes a bridge to sending from the provider to the desire and beauty, both those that can be enjoyed by the
recipient depending on the type of material being eyes and ears, as well as simple to complex
addressed. Artists, Celebrities, Musicians, are embodiments. When it comes to behavior, Freud's
influencers who are currently the most likely to be able psychoanalytic theory is used as reinforcement that a
to convey the message of a product, place, or company person's behavior is indeed influenced by the past
to the world. Through his fame, an influencer can use context which will unconsciously shape reactions [16].
his followers to watch, see, hear, and even enjoy This reaction in the context of the impression of a place
information that is packaged in such a way that it can be can take the form of admiration or even a traumatic one.
understood by his followers. This figure has power to When science makes us understand that all universal
influence many people, so it is not surprising that many laws can make us know many things, then art that
providers use influencer services for branding activities touches the -imagination is able to make us understand
[6]. As Kirby [7] said in his research, there are 3 things something that is particular and complex [17], for
that can be used as media in branding, Architecture, example a good novel is a novel that does not talk about
Franchise, Celebrity and this research discusses universal love like principles of psychology studies, but
celebrities as part of influencers who are very thick with a good novel is a novel that talks about the love that is
Instagram social media. experienced in particular by certain people who are
A space atmosphere designed to create an different from others [18]. Likewise, in the case of
impression depending on the desired concept [8]. This is celebrities' daily lives, which are shared with their
actually similar to the principle of branding concept, followers, they become a particular presentation so that
creating an impression through the presence of an their followers feel something in common with their
atmosphere [9]. However, this atmosphere requires a idol or even become very close. This closeness and
media deliver that is believed to be able to bring similarity is what in Freud's theory called by an
feedback that directs a desired impression [10]. This unconscious condition [16], but when the unconscious
desired impression is actually an important point in finds a similarity then in a consciousness a reaction
branding. For example, a study that shows how arises forms admiration (if positive) or dislike (when the
awareness of a brand will continue and increase by context is negative, traumatic) [19].
always bringing it to life through the selection of the
right influencers and celebrities so that the impression 4. METHODOLOGY
of the brand can be present continuously [6]. Spatial and
This article is a small part of social media impact in
regional planning is an indirect expression of non-
design architecture. By exploring the theories and some
physical forms such as the social and cultural order of
research, will formed the initial criteria as a basic
the community. The applied rules are able to regulate
finding in forming the impression of a place due to
the form of space and mass in the building according to
social media influencers.
the cosmology that is obeyed [11] as well as its
hierarchy and use. This is quite often seen in traditional In this study, 2 selected study objects ASHTA
settlements. In theory, a spatial arrangement is included District 8 SCBD in South Jakarta and Malioboro in
in the planning stage. Social, cultural, and historical Yogyakarta, which are located in Indonesia will
values of the past (linkage history) together with the explored to about 80 participants on Instagram to find
individuals who live in it and integrated with each other out how Instagram users are familiar with the two study
are important elements in interpreting a space becomes objects. The Instagram account used the author’s
a place [12]. Each place has its own personality and account with followers from Yogyakarta, Jakarta,
uniqueness, one of which is found in the design of a Makassar, Surabaya, and Sulawesi. Using the Insta-Poll
filter on Instagram, the questions asked were: where did

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 Advances in Social Science, Education and Humanities Research, volume 671

they know these two objects, with limited answer randomly chose to participate. At this stage, we again
choices, namely Instagram Influencers and others. use the Instagram filter in the form of an "ask question"
to find user impressions about the two research objects.

Figure 1 Poll results using Insta-Poll.

From 86 viewers, there were 48 voters who chose Figure 2 Multiple answer resumes using Instagram Ask
Artist as a source of information about Malioboro, and 8 Question filter.
others were from other information. Meanwhile for the
second poll, there were 68 voters who chose Instagram From a total of 80 participants who answered the
influencers as a source of information about Astha Mall, two questions, several key words that represent the
while 4 chose other information. Then the next stage we answers of the participants were collected which are
conducted indirect interviews with Instagram users who summarized as follows:

Table 1. Participant answer keyword resume

Mood Booster Iconic Refreshing Multicultural
Calm Unique Low Crime Shopping Paradise
Comfortable Colorful Accessibility Photogenic

5. RESULTS media can be an emotional booster that becomes the

impetus for creating creativity, and fun design.
The final results of the study found that Instagram
Influencers have an impact on how others perceive a It is about the presence of influencers through social
place. A person's basic assessment of a place based on media Instagram that can be an emotional booster that
"Pleasure in which there is comfort and something that becomes the spirit to create creativity, and fun design
touches the heart " Based on the psychoanalytic through architecture. Through the research context, the
approach, it is explained that: Basic Pleasure is at the principles that make up Visual Sense can be valued as:
level of unconsciousness, which is an ID that is not  Mood Booster, Comfortable , Refreshing,
limited to applicable norms, then at the next level there which in architectural language is known as
is the EGO group which is the prevailing norms in Ambience & Ergonomics
society which is able to channel the pleasure. At the
same time, the norms controlling the pleasure (ID) so  Iconic, Photogenic, Unique, Colorful, which in
that it is should be fits with ethical values and social architectural language is often called Visual
media is present there as a distributor of ID and covers Appearance
limited space for movement.
 Utility & Accessibility
At the very top stage in SUPER EGO is the
 and Activity Support in space
assessment that emerges from people towards a place, at
this stage the influence of Media Influencers takes an Sense of Amazement is part of the needs because
important role. So an instrumental value of a place is psychologically, something that stirs the mind becomes
formed: a visual sense of amazement. The criteria like a need that comes from the unconscious but when it is
photogenicity, aesthetics, panoramic viewpoint, and fun realized and can be enjoyed both physically and non-
has been used to conclude a valuable touch point, physically, it is able to attract one's attention to interpret
namely the visual sense of amazement which mean that the place. Attention is an important part of Brand
the presence of influencers through Instagram social Awareness and Influencers are a bridge between

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awareness and a brand which leads to the impression of

someone's attention. That’s the reason why Visual Sense
of Amazement is considered because the presence of
influencers and digital media that collaborate is a power
in interpreting the sense of a place. So when a content
related to influencers is very well made, it is very likely
to be supported by the existence of a very good place.

6. DISCUSSION
The keywords in Table 1 can be included in the
criteria that lead to a typology in the architecture that
can support user impressions through the atmosphere of Figure 4 Ice berg illustration to describe brand
space. Because the impression leads to a human impression.
perception, it will be easy to illustrate it through the
Polling Data and Ask Questions from Instagram
illustration of ice berg by Freud [16].
filter psychoanalytically can read a pattern where
someone will always come to a place based on his
"wants". This desire is something that is fun, then they
fulfill the basics of that pleasure through screening and
viewing social media and then they are influenced and
decide to go to a place that suits them. Then comes an
initial formulation regarding the criteria for integrating
the sample with theoretical review through the
Psychoanalytic filter, namely something that is
photogenic, aesthetic, panoramic viewpoint, and fun.
Then the brand provider captured the pattern as material
for developing a space design that takes into account the
aspects of the visitors' needs based on the impressions
of the influencers' followers.

7. CONCLUSION
Figure 3 Ice berg illustration [20]. In the results of a data survey through Instagram in 2
places, this study found that:
The Ice Berg illustration in psychoanalytic theory
describes the human personality, according to Freud,  Place Branding cannot be done by just an
there are 3 forms of human personality that can be architect himself (or formal parties who are
understood in the ice berg. ID (identity-unconscious used to being involved in urban planning) , it
level) illustration that has existed since humans were is need to be support by media in the form of
born, does not recognize values and is dominated by the "Digital Entertainment" such as Instagram
pleasure factor. Ego (pre conscious level) as an element using Influencers as the acceleration to form
that begins to grow so that there is a desire to fulfill the people's perceptions of place to be place
realistic logical demands. In this case the Ego directs the branding.
ID to be more realistic. The next element is the Super  “Visual Sense of Amazement” can be a
Ego (conscious level) which grows in humans, in this valuable instrumental concept in considering
superego there is a conscience, the desire to achieve the formation of a brand where the instrument
perfection and this develops naturally, in the super ego points have been described above.
there is also guilt
 Instagram Influencer is the figure who are able
When the brand concept is designed by considering to play and shape a perception relying on
personal factors that touch these three elements, that's Digital Media which show the architectural
when there is an attachment that affects many people objects because of his character is able to build
because they feel there are similarities. In general, the a feeling of empathy by creating something in a
individual will pay more attention to something that he content that is able to provide benefits for his
considers familiar and important, so that it becomes followers. Thus, the role of Instagram
easy to remember and unconsciously able to revive the Influencers is very helpful in shaping a
memory that is actually stored at the unconscious level. perception to form the Place Branding.

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