ABSTRACT
Urban toys, especially in Indonesia is growing exponentially, as popular work, it is considered to erode the elements of traditional culture. Previously, “Toys” was only interpreted as children’s entertainment, but in the 90s to early 2000, there was a toys’ movement, where toys were not merely offering a unique form but also concepts and ideas of a designer/artist. Indonesian artists begin to put traditional content into their work. This study aims to determine the functions, models, dominant aspects, and identification of literacy visual communication of urban toys artists in Indonesia. This study uses the theory of visual literacy and visual communication. The research methodology of the research uses descriptive qualitative. The informants purposively chosen are Indonesian toys’ designers. This study shows that urban toys in visual communication have the function of visualizing works of art, social criticism, local political aspirations, and cultural messages. There are two models of urban toys artist’s communication: original and custom processes. The visual communication aspect is more dominant in the mediated message, namely urban toys as an intermediary media in conveying the message of Indonesian culture. Indonesian toys’ artist literacy on visual communication was identified on the advanced level. The level of artist’s competency was associated with several aspects in the construction process, the ability to describe three-dimensional visualization, original production conceptualization, and the production of the mix communication concept. The theoretical implications in this study show that urban toys with the idea of popular culture can deliver a message about traditional Indonesia.
Keywords: Designer toys; visual communication; visual literacy; culture; intermix