PENGARUH VIDEO “OPENING OLIMPIADE LONDON 2012 TERHADAP OPENING ASIAN GAMES 2018" DALAM KONTEKS KREATIVITAS

Abstract

ABSTRACT

This study aims to explain the process of creative from the Opening Ceremony video of the London 2012 Summer Olympics into the Opening Ceremony video of the 2018 Asian Games. The study focuses on the transformation of visual, audio, and narrative elements that indicate creative influence between the two international sports opening ceremony videos. This research employed a qualitative method with a descriptive comparative approach. The analysis was conducted by comparing the audiovisual elements and narrative structures of both videos using the SCAMPER method, which consists of substitute, combine, adapt, modify, and put to other uses. The findings reveal that the Opening Ceremony video of the 2018 Asian Games demonstrates creative connections with the concept of the London 2012 Olympics Opening Ceremony video, particularly in its cinematic approach, the combination of factual and fictional elements, and the narrative pattern of a head of state traveling to the stadium as part of the visual dramatization. However, the 2018 Asian Games video does not merely imitate the earlier work, but rather performs a process of creative localization by adapting cultural symbols, social conditions, and representations of Indonesian leadership. This study indicates that media creativity develops through processes of reinterpretation, modification, and adaptation of pre-existing ideas into new forms that align with cultural contexts and national communication strategies.

Keywords:?creativity, scamper, opening ceremony, 2018 asian games, london 2012 Olympics

Penelitian ini bertujuan untuk menjelaskan proses kreativitas dari video Opening Ceremony Olimpiade London 2012 ke dalam video Opening Ceremony Asian Games2018. Fokus penelitian diarahkan pada transformasi unsur visual, audio, dan naratif yang menunjukkan adanya pengaruh kreatif antara kedua video pembukaan acara olahraga internasional tersebut. Penelitian menggunakan metode kualitatif dengan pendekatan deskriptif komparatif. Teknik analisis dilakukan dengan membandingkan unsur-unsur audio visual dan struktur narasi kedua video menggunakan metode SCAMPER yang meliputi substitute, combine, adapt, modify, dan put to other uses. Hasil penelitian menunjukkan bahwa video Opening Ceremony Asian Games 2018 memiliki keterkaitan kreatif dengan konsep video Opening Ceremony Olimpiade London 2012, terutama dalam penggunaan pendekatan sinematik, perpaduan unsur fakta dan fiksi, serta pola perjalanan kepala negara menuju stadion sebagai bagian dari dramatik visual. Namun demikian, video asian games 2018 tidak sekedar meniru, melainkan melakukan proses lokalisasi kreatif dengan menyesuaikan simbol budaya, kondisi sosial, dan representasi kepemimpinan Indonesia. Penelitian ini menunjukkan bahwa kreativitas media berkembang melalui proses pengolahan ulang, modifikasi, dan penyesuaian ide yang telah ada sebelumnya menjadi bentuk baru yang sesuai dengan konteks budaya dan strategi komunikasi nasional.