Citayam Fashion Week — from a Sentiment Analysis
Despite some controversies, most of the netizens (internet citizens) have positive sentiment toward Citayam Fashion Week. A small research conducted using sentiment analysis in R provides us with a conclusion about people’s attitudes expressed on Twitter.
Citayam Fashion Week
It started on 5th of July 2022, when a Citayam Fashion Week query came up in Google Search for the first time. As of this writing, July 29th 2022, this key word search in Google provides more than 86 million results and its searching trend is keep increasing since then.
Based on Google Trends, the searches come from not only Indonesia but also many foreign countries like Singapore, Malaysia, Hongkong, Australia, Taiwan, Japan, and United States.
Citayam Fashion Week is a branding of youngsters activity around mass rapid transit (MRT) station of Dukuh Atas, South Jakarta. They are from satellite cities or suburbs which have a direct border with Jakarta, for example Citayam (where the branding comes from), Bojong gede, Depok. These are represented by the abbreviation of SCBD (Sudirman, Citayam, Bojong gede, Depok); a parody of Sudirman Central Business District. In fact, some of them are from Bekasi, another city in West Java. They mostly come to this central part of the Jakarta, if we talk about Dukuh Atas as a public transportation meeting point, by commuter line or inner city railway line of the capital city.
One of popular trademarks of these youngsters is their wardrobe; KPOP style with more dark color. This characteristic makes them unique, since they constantly have this style and confidence at the same time. Last but not least, they express their style via social media (and become viral) while enjoying the luxury of the city’s public infrastructure and the bustling big city with its skyscrapers.
Sentiment Analysis
There are pros and cons coming from the netizen (internet citizen) expressed on Twitter feeds. One of the polemic related to this phenomenon is when Baim Wong and his wife, a famous couple Youtuber in Indonesia, announced that they will register the patent of Citayam Fashion Week. It explains why “baim” becomes one of the words highlighted in the word cloud visualization when talking about Citayam Fashion Week.
A word cloud is a form of visual representation. It is a grouping of words that are displayed in various sizes: the larger and bolder the term, the more frequently it appears in a document and the more important it is.
(Semeon Analytics)
Other than “baim”, there is “jhonny”, “sins”, “ridwan”, “kamil”, etc. Jhonny Sins comes up since he, a porn star, made a comment about the movement while Ridwan Kamil comes up on the word cloud because he made a public comment about Baim Wong’s effort to register Citayam Fashion Week brand to the Patent and Trademark Office.
The cons or negative sentiment are mostly due to the traffic caused by this activity. These teenagers and new social media influencers (joined lately) make the cross-walk a fashion show. Consequently, drivers are forced to stop, waiting furiously, for these youngsters to walk slowly with their swag. This movement has other effects as well, such as more littering around the area and some youngsters sleeping on the pedestrian until next morning. The latter could be a source of another issue such as robbery, sexual assault, or murder.
Having said that, there are many netizens who have positive sentiment about the movement. They argue that it provides a space for marginalized kids to express themselves freely and gives more income to surrounding street vendors. As an addition, this phenomenon inspires same activity in other cities, for instance Braga (Bandung), Tunjungan (Surabaya), Kayutangan Heritage (Malang), and Taman Sumber Wangi (Madiun). Therefore, these notions inspire writer’s hypothesis that most of the netizens have positive sentiment toward Citayam Fashion Week; in this small research writer conducted sentiment analysis.
Analysis and Results
Sentiment analysis or opinion mining refers to the appliance of language process, linguistics, and text analytics to spot and extract SUBJECTIVE information in supply materials (Kautish and Kaur, 2017). This type of analysis is mostly done and very useful in market research, online reputation management, social science, and political science. Twitter is a social media platform that becomes the spotlight of the various sentiment analysis applications.
In this research, Twitter feeds or tweets were collected through an application programming interface (API), dated between 1 July 2022 and 29 July 2022. All of the crawled data is in English and limited to only 5000 of data points. Therefore, the extension of analysis in Bahasa Indonesia and different issues are left for future research.
As we see in the following random sample of the Twitter feeds data, we can find that both negative and positive sentiment exist. Below are some of the texts that have not been cleaned yet.
The presence of Citayam Fashion Week is a form of success for the transportation system in Greater Jakarta. It also… https://t.co/sgcx8uUlsz
There’s an article about attempts to trademark “Citayam Fashion Week” linked in this thread. People (notably Gwen S… https://t.co/g8kA9dU133
These pictures of Dukuh Atas area were taken with my old phone before it was invaded by Citayam Fashion Week. https://t.co/3zqczaj6pm
this citayam fashion week thing it makes me sick every day, because it is ridden by rich people who pretend to be heroes
this entire ‘citayam fashion week’ thing really encapsulates my pride in being an indonesian https://t.co/m13z7lD5ZQ
This feels like a spinoff from Citayam Fashion Week intellectual property rights debacle https://t.co/fAvE5b0Yu8
this whole Citayam Fashion Week is stupid af cant wait for it to be over https://t.co/t8MZGNAjmw
This whole Citayam Fashion Week stuff is a cringefest idk why all media seem to make it that big of a deal
The data cleaning process consists of removing user name and mentioned name, RT (retweet) text, html links, punctuations, alphanumeric, and stop words. The subsequent process is getting the sentiment score. The result of that scoring process is by assigning a value of 1 or 0 to the sentence; for example, the sentence of “I bought an iPhone a few days ago. It is such as a nice phone. I love it” has a value of 1 in both joy and positive, while zero in anger, anticipation, disgust, fear, sadness, surprise, trust, and negative.
The analysis reveals that most of the netizens have positive sentiment toward Citayam Fashion Week. From 5000 sentiments processed, positive sentiment (blue) has score approximately 2100, while the second position is trust sentiment (rose-colored) has score around 700.
Source:
Kautish, S. and Kaur, R. (2017) Sentiment Analysis — From Theory to Practice. Balti: Lambert Academic Printing. https://ekbis.sindonews.com/read/827351/34/melihat-peluang-di-balik-hebohnya-citayam-fashion-week-1657872453
https://semeon.com/aiandbigdata/what-is-a-word-cloud-and-why-use-it/
