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INNOVATION PERFORMANCE IMPROVEMENT FOR THE WOMEN AS A
CREATIVE INDUSTRY BASED EFFORTS TO IMPROVE LOCALITY FAMILY
WELFARE
by: Endry Boeriswati, et al.
ABSTRACT
The involvement of women in development programs such as strengthening
the economy and improving the quality of human resources to eliminating
poverty is going through. Women's powerlessness in the face of poverty in
the capacity building aspect of the selling power of women is caused by a
lack of self-knowledge in overcoming gender-related problems, ignorance of
self-motivation and self-optimization potential, the potential utilization of the
environment to be of economic value, and procedures in conducting the
creative industry. Poverty reduction requires a strategy that includes equity,
equality in welfare levels, access levels, the level of awareness, level of
active participation, and power levels that can be implemented in capacity
building in the empowerment of women in the creative industries. The
ownership of the capacity building is a person who encourages a person to
survive in a competition like today's economy.
(Keywords: Poverty, Women, and Capacity Building)
A. Introduction
Gander is a social format that governs the relationship of men and women through social
processes. Gender role differences occur due to the differences of the local cultures in assigning
role of women. Gender is not a universal or is generally accepted, but it is socially situational which
depends on the social development. This gender social format is the construction which allocates
roles, rights, obligations and responsibilities of both male and female. Gender identifies the social
relations between women and men, which is not defined by biological difference, but more
sharpened by the distinction of learning and cultural values. Biological distinctions that define what
can and what cannot be done by women according to community agreements. The gender which is
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based on the distinction of the values determines the role of women in all aspects of life and
equality of women. Because of that, gender may change from place to place, time to time, even
between socioeconomic classes of society. On the other hand, sex does not change (Fakih, 1996).
The existing data indicate that the condition of women in Indonesia is still much need of attention.
In the field of education women are still left behind their man’s partners. While the instructional
materials used and the process of education management are still gender bias, as a result of male
dominance as a determiner of educational policy (Soemartoyo, 2002).
The impact of the assigning gender in Indonesian culture has positioned women are in
poverty. Poverty is a complex problem influenced by many interrelated factors such as income
level, health, education, access to goods and services, geographic location, and the gender and
environmental conditions. Poverty is a condition in which someone or a group of men and women
who cannot fulfill their basic rights to maintain and develop a dignity life. This definition moved
from a rights-based approach that states that the poor have equal basic rights with other
community members.
In 2004 the absolute number of poor people was recorded at 36.1 million people or
16.66% of the total population. Of this amount, if the sex difference is used, poor women
outnumbered poor men. Poor households headed by women increased to 3.03 million, and the
number is increasing rapidly from year to year. From the above description, it can be said that
poverty is very close to women. According to the National Socioeconomic Survey (SUSENAS) of
2004 the number of women aged 10 years and over who have not or do not go to school is two
times as much as the number of men who have not or do not go to school (11.56%: 5.43%). This
condition illustrates that poverty is still attached and very closed to the women.
Poverty is defined as the powerlessness of a group of people on the government system
that causes people to be in the position of being exploited. This shows that poverty is a condition of
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life pattern, culture, and patterns of interaction which is not something given, but it occurs because
of the role of the oppressive structure (Huri, 2009). The dominant discourses that state that women
need not economically independent have become a major cause of women and poverty linkages.
Education factor has become a part of an effort to make the women dependent economically.
Without gender equality, poverty and underdevelopment cannot be overcome completely.
The government has done many efforts to eliminate the poverty through various poverty
programs by providing intensive programs, soft loans, subsidies, and grants. A number of ways
and the efforts done by Indonesia in reducing poverty has been implemented since the Social
Welfare Program for Joint Business Group of Independent Young Families (Prokesos KUBE
KMM), Welfare Savings (Takesra), Business Loan for People's Welfare (Kukesra), Small and
Medium Business Credit, Social Safety Net (Social Safety Net Program), and direct cash
assistance. The efforts done in the process of poverty eradication are carried out by the
government in collaboration with communities, NGOs, and private parties. However, these
programs that do not have a significant impact in poverty alleviation programs. This is because the
programs that have been launched by the government in poverty alleviation give more "fish"
compared to "hook" to poor families. Communities are used as objects than as subjects in the
process of poverty alleviation. The project provided by the government in poverty alleviation
proposal does not come from the poor but only the desire of the government alone. All the poverty
alleviation programs which are revolved are socially accepted by the society without considering
the environmental characteristics of each community and active participation and role of society in
poverty alleviation programs.
A number of efforts undertaken by the government in poverty alleviation programs are
entirely only on the side of pivot on the paradigm of modernization (the modernization paradigm)
and the product cantered model whose study is based on theoretical models of capital economic
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growth and neoclasic orthodox economic (Elson, 1977; Suharto, 2002). In general, the approach
used is more concentrated in individual poverty so that social and structural aspects of poverty
become untreated.
However, when examined more wisely, these programs have not been able to alleviate
poverty significantly. Women become second-class citizens, and become the object of various
change efforts that have been prepared within the framework of thinking based on assumptions
that are highly skewed male. This has become one of the factors that explain why women are left
behind or left out in the development process. In general in development programs at the level
provinces, districts, and villages, both men and women not involved in the planning and decision
making. Nearly all the decisions of the program are top down, so people just stay as the executor
of the program. Traditional norms are still often used as reference in designing the policy
programs, and there is a tendency to use the same policy for rural development. The involvement
of women in development programs such as, strengthening the economy and improving the quality
of human resources is expected to be realized. Because of that, the equality strategy is needed,
such as equality in the level of welfare, access levels, the level of awareness, level of active
participation, and level of control/power for the empowerment through increasing the capacity
building. Capacity building can be defined as capacity development or capacity strengthening,
suggesting an initiative on the development of existing capacities, whereas others are more
referring to the constructing capacity, as a creative process to build capacity that is not visible (not
yet exist). Brown (2001:25) defines capacity building as a process that can enhance the ability of a
person, an organization or a system to achieve the aspired goals. Unlike Brown, Morison (2001:42)
sees capacity building as a process to do something, or series of movements, changes in multilevel individuals, groups, organizations and systems in order to strengthen the ability of individuals
and organizations so that adjustments can be responsive to changing environments. In this context
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the terminology of capacity is the ability of an individual, an organization or a system to carry out
functions and achieve the objectives effectively and efficiently.
Capacity building can also be defined as a process to (1) improve the ability of individuals,
groups, organizations, and communities to analyze their environment, (2) identify issues, interests
and opportunities, (3) formulate strategies to solve problems and interests of those in above and to
take advantage of opportunities that are relevant, (4) design a plan for the program, and (5)
effectively utilize basic resources that support implementation, monitor and evaluate program
plans, and (6) use feedback to learn the lessons. Sensions (1993: 15) states the notion of capacity
building as follows:
capacity building is usually understood to mean helping governments, communities and
individuals to develop the skills and expertise needed to achieve on their goals. Capacity
building programs, often designed to strengthen participant's abilities to evaluate their
policy choices and implement decisions effectively, may include education and training,
institutional and legal reforms, as well as scientific, technological and financial assistance.
Capacity building is generally understood as an effort to help governments, communities or
individuals in developing expertise and skills needed to achieve the goal. Capacity building
programs are often designed to strengthen the ability to evaluate their policy options and execute
decisions effectively. Capacity building can include education and training, regulatory and
institutional reforms, as well as financial assistance, technology and science.
In this capacity development, we actually optimize the empowerment of individuals in the
development. Empowerment can be defined as the acquisition of power and access to resources
for a living. The term empowerment is often used to describe the situation as desired by the
individual, in the circumstances of each individual to have choice and control in all aspects of life.
This concept is a form of respect for human beings or in other words "to humanize human beings."
Through the empowerment, it is expected that there is a shift in roles from "the victims of
development" to "the agents of development". Development perspective views empowerment as a
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very broad concept. Pearse and Stiefel in Prijono (1996) explain that participatory empowerment
involves the respect for difference, local wisdom, strength deconcentration, self-reliance
improvement.
The success of empowerment can be seen from the empowerment of the society that
involves economic ability, the ability to access the welfare benefits, and the ability of cultural and
political types. These three aspects are linked to the four dimensions of power, namely: ‘power
within', 'power to' , 'power over', and 'power with'.
Based on the thought above, what the factors do support the improvement of women
innovativeness on poverty alleviation viewed from the aspect of capacity building.
In the innovativeness concept, women act as an object which can be a tool for social
change through the innovativeness of society’s groups, new ideas for creating welfare (Peter
Drucker, 1988). Innovativeness has the characteristics of (a) analyzing relative advantages as
users of new ideas, (b) compatibility with the value and character of the new culture, (c) the
difficulty of the ideas that meant, (d) divisibility, and (e) easily communicated (Philip Kolter, 1983).
The innovation process requires two things: invention and needs, thus creating more opportunities
for innovation itself to be developed and used. Innovation can be adopted into a new tool by the
society who use it (Alan Webb, 1996). Adoption process does not stop on a merely accept or reject
new ideas, but later will change again as a result of the influence of the environment. Because of
that, modification is done by dividing the process of decision making about innovation.
B. Research Methodology
1. Research Methods
This is the developmental research on women's capacity building for poverty reduction,
this study was categorized into applied research, namely to implement, test and evaluate the ability
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of the theory applied in solving practical problems (Sugiyono, 2001). As an empirical matter,
poverty alleviation through improving the capacity building of women is interesting to study
ethnographically by focusing on the subject system knowledge and how knowledge is organized to
determine the action. In addition, the ethnographic methods were used to discover how to organize
cultural community in mind and then use these cultures in their life. This approach is more holistic,
integrative and qualitative analysis in order to get a native point of view.
2. Technique of Data Collection
The data used in this study were mainly derived from primary data collected from
interviews with individual respondents by using structured questions. In general, descriptive
methods were used in analyzing the data. The criteria stated by Sayogyo, World Bank and the
Bureau of Statistics were used to measure the level of the poverty.
Both primary and secondary data were collected through in-depth interviews, participant
observation, and a written document analysis. Primary data actually took the precedence over the
secondary data, although the secondary data occupies an important position in this research. The
primary data were obtained directly from informants (base, main, supporting) and field observation;
whereas secondary data were collected through the library references. As an ethnographic study,
the analysis was carried out continuously in the field and when writing this final draft. Identifying the
parts, understanding the relationships inter division, with an overall understanding of the
relationship, and expressing it were the most important events in this analysis. Spradley calls
ethnographic analysis as a re-examination of the record field to search for cultural symbols (which
are usually expressed in the native language) and explore the relationship among the symbols. An
ethnographic analysis, as stated by Spradley (1997:118), departs from the belief that an informant
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has understood a series of categories about his/her own culture, learn the relations, and realize or
find out the relationship with the whole.
3. Technique of Data Analysis
As it is usual in ethnographic analysis, interpretation method was used to access more of
the various domains in which are naturalized and the characteristics of the activity of the
participants being studied (Morley quoted from Barker, 2000: 27). Critical aspect in ethnography
which was applied in this study was more emphasis on the processing and comprehensive
analysis of ethnographic findings in the field. With applied ethnographic study, the goal is to find
the self-capacity building model through the implementation of innovativeness of women in poverty
alleviation. Triangulation through focus group discussion was used to determine the validity of the
data. The results of focus group discussion were used as research data.
4. Unit of Analysis
This is a multi-year study which lasts for three years with three stages. The first phase
aimed at mapping the problems that were needed to know the conditions and causes of poverty
faced by the respondents. In addition, data collected in this study were the efforts made by the
perpetrators of the creative industries in achieving success.
To obtain the data on poverty, the theoretical construct referred to the concept of poverty.
Poverty could be conceptually divided into three types, namely subjective poverty, absolute
poverty, and relative poverty (Sarasutha and Noor, 1994). On the concept of subjective poverty,
everyone bases his own thoughts by stating that their needs are not met adequately, although in
absolute terms or relative was not classified as poor. In other words individuals make comparisons
between the "needs and wants." The definition of absolute poverty is a person (family) having
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insufficient income to maintain the minimum requirements in an efficient physical condition, while
the concept of relative poverty is associated with the concept of relative deprivation or someone
relative position to other community members in connection with the fulfillment of needs. This
concept is closely related to income inequality. Actually, poverty issues have been discussed by
experts from various viewpoints. For example, Sen (1981) looks at poverty from the viewpoint of
biological or basic needs. Scott (1979) views from the average income per capita, and Freidman
(1979) sees it from an opportunity to actualize the social power base. (Crescent, 2002).
C. Results and Discussion
One of the strategies being undertaken to implement poverty alleviation is to involve
women through the PKK. This movement is a national movement within the community
development that grows from the bottom whose management is from, to, for the community toward
the realization of a family who is faithful and devoted to God Almighty, morality and virtuous,
healthy, prosperous, progressive and independent, welfare and gender justice and legal and
environment awareness.
Through the PKK movement, it is expected that the pattern of family-based poverty
alleviation can be realized. This pattern is a benchmarked from the pattern based on communitydriven development that is the existence of a community's ability to decide for itself the choice of
the available resources for their own purpose and usefulness. On the PKK, the smallest community
is in the family environment, so that the resources owned by the smallest family are a highly
valuable capital to improve family living standards.
The pattern of the PKK movement is expected to serve as the icon driver of poverty
alleviation programs. The fact that there are at present more dominant PKK movement to support
government programs that have been developed without the participation of local community
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desires. Strategy of the PKK which has been running to make changes by involving the community
to decide what to do with the program. Active participation of community involvement can be done
through a number of NGOs to participate and assist in formulating an appropriate course for local
community needs. The government only serves as a facilitator in facilitating all the activities of the
PKK.
The role of the PKK movement in the process of poverty reduction essentially has two
dimensions:

Provide authority and trust in the smallest family groups to determine their own needs, plan
and make decisions openly in a group with full responsibility;
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
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Provide support a conducive and comfortable environment for each group of the smallest
families in realizing and improving family life through the availability of existing resources
The Implementation of poverty alleviation by involving women through the PKK can
explained in the following model:
Figure 1: The Model of Poverty Alleviation through PKK
The Module for improving the innovativeness
of the women to alleviate the poverty
PKK movement
in the regions
Industry and
Trade Section
UKM &
Cooperation
Counters
Education and Training of
Innovativeness in cooperation
with relevant institutions
Creative industy
establishment and
development
Women Empowerment
Section
Finance
Institutions
Creative industry product
marketing
Creative Industry
Counter
Parts of the proceeds benefits set
aside to increase innovativeness
Based on the model of poverty alleviation that have been prepared, then the first step is to
arrange the modules to increase the innovativeness of the women to alleviate poverty. By
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cooperating with the agency (related party), especially the PKK organization and units (parts), the
empowerment of women in local government is designed through education and training activities
on improving the innovativeness whose participants are women who come from the PKK
organization.
The Implementation of this training program followed by a maximum of 15-20 people from
the PKK organization. One group that participates in the training program on improving the
innovativeness of women into one unified whole, and it is expected that after the training is
completed the participants create and design the development of a craft and creative industries.
The role of the PKK organization and units of empowerment of women in the
implementation in this training is to prepare the trainees, provide the budget, to prepare the
infrastructure facilities. The tutors (teachers) are the module writers that have followed the Training
on Trainer (TOT) on tutors (teachers) related to the implementation of education and training of
woman innovativeness. Tutors come from the universities that have received education and
training related to the substance of the implementation of education and training of woman
innovativeness.
The implementation design of training program on the innovativeness should be agreed
and approved by both the tutors (teachers) and the organizers (PKK organization and the
Empowerment of Women). As a result of this agreement, each party knows its duties and
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responsibilities in the implementation of education and training on the innovativeness of the
women.
The output of the program is the establishment and the development of creative industries.
The members involved in the implementation of creative industries are the result of cooperation
from a number of participants of the training on women’s innovativeness.
The process of establishment and development of creative industries involves a number of
related agencies, one of which is the industry and trade unit. Government institution, that is
industry and trade unit, can serve as a facilitator in the development of creative industries.
Technical assistance undertaken by the industry and trade unit is needed in the process of
developing the creative industries such as the development model of the creative industries to be
more interesting, easier preparation of the raw material of creative industries, and can assist the
process of guidance in making the creative industries by providing a number of the required
facilities and infrastructures.
Other institutions that can provide support in the implementation of the development of
creative industries is a financial institution. This institution can help the development of creative
industries by providing capital with the low-interest loans. This financial institution may include a
number of general banks, Bank Syariah, or non banking institutions (cooperative or venture capital
firms). The existence of financial institutions is very helpful for the continuity and sustainability of
creative industries that have already existed.
The institution that assists in technical aspects of funding in the process of developing the
creative industries is necessary. This is due to the fact that the presence of creative industries will
still need guidance and assistance in all aspects. As a new industry organization that is developing
it will need assistance from other parties in order to develop the creative industry development.
Local governments have an obligation to assist and develop the existed creative industry.
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When viewed from the macro-economic level, the existence and progress of the creative
industries are very helpful in increasing the national income of a country. While in the field of microeconomic level, presence of creative industries will help increase family economic opinion. Based
on these two aspects it is very reasonable that the sustainability and existence of the creative
industries should be supported by all parties.
The products of creative industries, such as handicraft industry, must be marketed to the
public. The process of implementation of the marketing of the products of creative industries should
be supported so that the existence of these products can be well known by the public. To make the
promotion of creative industry products can work well a number of institutions should be involved.
Cooperative and SME units can be used as a means to market the products of creative industries.
Cooperative and SME units can be used as a marketing place because one of the functions of
Cooperatives and SMEs are advancing the people's economy by helping to market the products of
creative industries. Marketing aspects of the product from the creative industry are a very
important. This is due to the development of creative industries heavily dependent on the proceeds
of production. With more and more the result of creative industry production sold then the total
production of the creative industries will also be increased rapidly so that the creative industries will
experience rapid growth.
The sales of creative industry products done by cooperatives and SMEs can also be done
by creating a special store that sells the products of creative industries by partnering with local
governments. Local governments are obliged to promote the products of creative industries
through the establishment of a shop that is specialized in the production of creative industries. The
existence of Cooperatives and SMEs and special store to sell its creative industries should support
each other. It means that there should not be any difference in the marketing of both products, in
terms of price, packaging, display and promotion through the provision of discounts. Therefore the
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existence of a means to sell its creative industry products should have a manual of standard
procedures for product marketing creative industries.
The result of creative marketing of industrial products will provide benefits for the creative
industry players, namely the PKK organization. Some Part of the profits obtained from selling the
products of creative industries to a maximum of 10% is used for the innovativeness development
process of women in poverty alleviation. Results of spare profit of 10% will be able to provide
benefits to the group of PKK organization itself to develop the innovativeness capacity in the
process of poverty alleviation. The proceeds raised from the profits aside can also be given to
others to develop women innovativeness with other PKK organizations which are formed to
develop different creative industries.
The Sustainability of the implementation of the development of women innovativeness
improvement for poverty alleviation programs is influenced by the funding coming from the gain on
the sale of products of creative industries. The presence of the PKK movement in shaping the
creative industries are expected to develop into a small industry, so the help provided by the local
government will be reduced gradually, and eventually discontinued. Based on the model of poverty
alleviation, the PKK movements play an important role in the process of poverty alleviation.
The poverty alleviation programs that involve small scale industries will have significant
influence for the family, because most of the revenue obtained by women will increase household
income. The phenomenon of women's participation in increasing the family income is an issue that
began to flourish in some areas of local government. Participation of rural women to increase
family income should be appreciated by the local government. One form of award given by the
local government to women is to increase the competence of women in the field of small industries.
It is expected that the enhancement of the women competence will have an impact on
increasing the innovation possessed by women in running the creative industries. It is expected
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that the increase in innovation will impact on poverty alleviation process in each local government.
The model of poverty alleviation through the involvement of small scale industries are as follows:
Figure 2 : The Model of Poverty Alleviation through Small Scale Industry
The module for Improving Women
innovativeness for Poverty
Alleviation
Society and groups
who care for
Poverty Alleviation
Incentive
from local
government
Training on improving women
innovativeness in cooperation
with small scale industries
Establishing
creative
industries
Association of
creative industries
Developing a creative
industry based on small
scale industries
Association of
Creative
Indusries
Marketing of creative industries
based small scale industries
Fundraising contribution from the
members of creative industry
association
The module of improving the innovativeness is used in the training of improving the women
innovativeness. The participants of this training are women involved in small scale industries. The
implementation of this training program works closely with a number of people or organizations
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concerned in the process of implementation of poverty alleviation. Communities and organizations
concerned with poverty alleviation prepare participants, the budget and training facilities. Training
Implementation is expected to be done in the form of ‘the off the job training’.
The output of the training is two groups that can support poverty alleviation, namely:
1. There is a group of women who wish to establish the creative industries. This group should
be supported due to their willingness to work in the field of creative industries. To
encourage the establishment of creative industries the government provides some
incentives for the formation of the new creative industries. Government incentives will be
discontinued if a creative industry which is based on the small scale industries is
developing well.
2. There is a group of women who have a willingness to develop the creative industry based
on the small scale industries that have already existed. The development of this creative
industry can involve the associations related to the creative industries. These associations
may help the development of creative industries through a number of activities including
the implementation of exhibitions, promotions in the form of leaflets or posters about the
creative industries, and works with the different creative industries can also be facilitated
by the creative industry associations.
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Marketing of creative industry products involves the creative industry association. The
authority of industry associations is to facilitate the marketing of products of creative industries
through the implementation of creative industry products exhibition, providing a range of
information related to product market prospects of creative industries, and opens a shop selling
only the result of the creative industries that are derived from the same local government area.
All costs of implementation activities undertaken by the creative industry association come
from the fundraising contribution from a number of creative industries in the area of each local
authority. Beside that the contribution of funds can also be used to run the training of women
innovativeness.
In the implementation of the poverty alleviation, local governments have only a minor role.
The roles of communities and organizations related to poverty alleviation and creative industries
are very significant. The participation of the government in this model is only to helps provide
incentive for the formation of the new creative industries.
D. Conclusion
The process of implementation of poverty alleviation through improving the women
innovativeness in the local-based creative industries was conducted in two ways:
1.
The process of poverty alleviation through the PKK movement
2.
The process of poverty alleviation through small scale industries
In the implementation of the first process, the role of government involvement is more
dominant role than the role of society but the government only functions as a facilitator, while the
substance of the creative industries is determined by the involvement of local communities.
Unlike the first process, in the implementation of the second process of poverty alleviation,
the roles of community involvement (association of creative industries) are more dominant. Thus all
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the creative industries development processes are facilitated by association. The government role
is only limited to providing incentives for the establishment of the newly formed creative industry.
The similarity of these two ways of implementation is the establishment of creative
industries is based on the existing craft industries in the neighboring community. So, when the
process of formation and development of creative industries is in progress, the local community is
very enthusiastic to get involved.
E. Suggestion
The implementation of improving the women innovativeness in the creative industries
needs to be fully supported by the government, related communities and organizations
(associations, universities and NGOs). The involvement of third parties must mutually support each
other. The government can act as a facilitator who can provide incentives as well as some
assistance in the process of formation and development of creative industries. The community
must proactively participate in the process of formation and development of creative industries. In
the implementation of all activities of the creative industries, communities play an important part to
the continuity and sustainability of the industries. Related organizations also help supervise the
implementation of the formation and development of creative industries.
Aids provided by NGOs, universities or associations are a process of self-development of
creative industries. In addition, there is also an evaluation of all decisions made by governments in
the process of formation and development of creative industries. The results of this evaluation are
expected to provide useful input for the continuity and sustainability of creative industries.
These three elements should be in unity and can support each other because without
some supports from these three elements, it is very difficult to develop the creative industry in
Indonesia.
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Barker, Chris. 2000. Cultural Studies: Theory and Practice. London: Sage Publications.
Brown, Lisanne. 2001. Measuring Capacity Building. Carolina Population Centre/University of Nort
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