Content area
Abstract
A health soap product brand launched an advertising campaign about an initiative to improve sanitation facilities and educate people about clean living in one of the most underdeveloped villages in East Nusa Tenggara, Indonesia. Unfortunately, this campaign was rejected by various elements, from local non-government organizations, nomads, residents, and local media to the regional government. Rejection is based on advertising content that displays poverty in the village. Using a Foucauldian discursive formation approach, this study intertextually analyses advertising documents, news reports, petitions, microsites, social media, and online comments to understand media representation and voices of resistance and discover various conflicting interests, ethnic identity politics, regional sentiment, and political economy intertwined within the text as the power/knowledge. This study underscores the need for sensitivity to ethnic identity in brand social responsibility initiatives, as it is a crucial aspect of respect and consideration.