Governmental Branding Analysis of the TNI's Food Security Program

Abstract

One of the main problems faced by many countries around the world today is food security. Along with increasing food and energy costs and the food crisis caused by climate change, food security has become an essential topic for Indonesia because food security is linked to the social, economic, and political fields. This research examines and analyzes strategies to achieve food security in national food availability based on a governmental branding perspective, especially in the political, sociocultural, relational, and representational dimensions. Governmental branding is the strategic process governments and related organizations use to build public trust, loyalty, and participation through communication, activation, and the amplification of governmental values (Wijaya, 2018). It aims to shape public perception, improve understanding of government actions, and enhance public engagement. This research uses a case study method with a qualitative-descriptive approach, with the data collection technique being a literature review from several literature studies. The results show that the food security program is a form of joint government effort with the Indonesian Army to realize state sovereignty and national development, which can be achieved through a collaborative strategy involving the community, government, and other components proportionally. A political perspective shows that the Indonesian Army's food security is implemented based on applicable laws and regulations. The sociocultural perspective describes the relationship between food security programs and social and cultural societal factors influencing their behavior and awareness. The relational perspective shows that the success of the Indonesian Army's Food Self-Sufficiency Program requires communication and collaboration with many parties, such as farmers, village government officials, and other community leaders.