Papers
1
Total Citations
4
H-Index
1
About
Endik Hidayat is a researcher whose work sits at the intersection of cultural studies, media analysis, and Indonesian heritage. His primary research area focuses on how traditional Indonesian culture, particularly *pencak silat* (the indigenous martial art), is represented and narrated in modern media and advertising. Hidayat’s most cited paper, "MENARASIKAN PENCAK SILAT PADA IKLAN MARJAN 2011 DAN 2018 DARI PERSPEKTIF CHATMAN" (2020), exemplifies his core contribution: applying narrative theory to decode the fusion of local and Western cultural elements in Indonesian advertisements. By analyzing the Marjan Syrup commercials through Seymour Chatman’s narrative framework, he reveals how these ads strategically blend tradition with modernity to create compelling brand stories. Though early in his citation impact (with 4 citations on this work), his research offers a vital lens for understanding cultural hybridity in Indonesian media. Hidayat’s work is particularly valuable for students of cultural studies, media, and postcolonial theory, as it demonstrates how traditional art forms are repurposed in contemporary commercial contexts, preserving heritage while engaging global audiences.
Research Focus
Key Achievements
Top Papers
- 1