Exploring Indonesia’s Diaspora Branding through Healthcare: A Gendered Communication Perspective in Perth, Australia

Latifa Ramonita; Safaruddin Husada; Ulani Yunus; Anggi Moannissa

Authors

Latifa Ramonita LSPR Institute of Communication and Business, Jakarta, Indonesia https://orcid.org/0009-0008-9777-506X
Safaruddin Husada LSPR Institute of Communication and Business, Jakarta, Indonesia https://orcid.org/0009-0008-8823-2960
Ulani Yunus LSPR Institute of Communication and Business, Jakarta, Indonesia https://orcid.org/0000-0002-2441-2793
Anggi Moannissa LSPR Institute of Communication and Business, Jakarta, Indonesia

Keywords:

Branding, Culture, Diaspora, Gender Studies, Communication

Abstract

Using qualitative methods grounded in social identity theory and transnational feminism, this research explores how Indonesian female health professionals act as cultural ambassadors through their professional roles and community engagements. This study explores the phenomenon of Indonesia’s diaspora branding in Perth, Australia through the experiences of female healthcare workers, with a specific focus on the communicative strategies that foster cultural identity and professional integration. The participants navigated multiple identities as healthcare professionals, women, migrants, and cultural ambassadors. They balanced their professional duties with maintaining their cultural heritage. Moreover, their deep understanding of Indonesian values contributed to their ability to provide culturally sensitive care. This competence not only benefited patients from similar backgrounds but also enriched the multicultural fabric of the healthcare setting. Though these women faced challenges, such as balancing professional responsibilities with family roles, they provided opportunities to showcase strengths such as empathy and caregiving, which are essentials in the healthcare sector. The study was limited to Indonesia female diaspora who live in Perth, Australia. The results provide insights into the intersections of communication, gender, and migration, contributing to an understanding of how identity is negotiated and represented in multicultural contexts. Implications for intercultural communication and diaspora identity promotion are discussed.

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