The Concept of Three and Visual Branding of Laweyan Surakatra Batik

Abstract

The ‘Concept of Three’ dominated the visual branding practices of Laweyan Surakarta batik prior to the 1970s. The concept can be interpreted from various aspects: scientifically, religiously, socially, culturally, and mathematically. This study aimed to reveal the meaning of the visual branding process of Laweyan Surakarta batik prior to the 1970s, especially regarding the Concept of Three. The data collection methods included document analysis, observations and in-depth interviews. This study employed a symbolic power approach based on Bourdieu’s theory. The findings indicated that the Concept of Three used by Laweyan Surakarta batik-makers was influenced by the thinking of etiquette-makers. Their thoughts were based on their belief in the computations of meaning. Laweyan Surakarta batik-makers upheld the concept of Javanese aesthetics as the main consideration in creating etiquette in addition to taking into account the marketing concept. The cultural values of the community, which have been embedded in the individuals since childhood, have caused the Concept of Three to become rooted in the mentality of the batik community. Keywords: Concept of Three, batik etiquette, Laweyan