The Production of Knowledge on the Utilization of Spices Through Visual Communication Design During Pandemic

Abstract

The outbreak of the coronavirus-19 since the beginning of 2020 has had a global impact on human life. These fast changes require humans to adapt in all aspects, including cultural adaptation by forming new habits. Within its various limitations, humans instinctively seek to acquire knowledge in order to survive. In Indonesia, the pandemic period has become a momentum to explore the wealth of traditional knowledge regarding the use of spices to maintain health and immune system. As nowadays many younger generations are less familiar with traditional herbal drinks (jamu), this research intends to examine the creative process behind knowledge production carried out to encourage young millennials to start consuming jamu, which part of the process is carried out online as a consequence of the pandemic. This research was carried out within the framework of design anthropology which includes participant-observation, in-depth interviews, and design-thinking approach. Based on the research conducted, the authors found that (1) visual communication design becomes a practical learning tool, especially in digital materiality supported by social media; (2) Empathy is very much needed in the creative process of visual communication design in order to reintroduce the vocabulary of tastes and flavors in spices. (3) the use of public figures as influencers does not automatically create an increase in the consumption of herbal medicine among young people, even though new knowledge has been gained.

Keywords: pandemic, spice, jamu, design, knowledge-production