The 2024 Indonesian Broadcasting Conference (IBC) is an initiative by the Indonesian Broadcasting Commission (KPI) to address the complexities of today's broadcasting industry. One of the primary challenges faced by the industry is the increasingly fierce competition for audience attention. Traditional business models that rely on television advertising are no longer sufficient. There is a need for smart work in producing engaging, original, and high-quality programs. Leveraging data analytics to understand audience preferences and behavior, as well as accurately adjusting content strategies, is essential. Innovation is required to offer an immersive and interactive viewing experience that captivates audiences, such as integrating social media, virtual reality, or even the metaverse. Higher education institutions are striving to contribute through research activities and competitions related to this field. As a result, the broadcasting industry in Indonesia can develop with diverse contributions from various sectors, including students, academics, and practitioners.
CONTRIBUTION OF THE TELEVISION HEALTH EDUCATION PROGRAM DR. OZ INDONESIA ON IMPROVING HEALTH KNOWLEDGE OF COMMUNICATION SCIENCE STUDENTS CLASS OF 2021 UNIVERSITAS MUHAMMADIYAH LUWUK BANGGAI
This study aims to evaluate the contribution of the Dr.Oz Indonesia Television Health Education Program to the improvement of health knowledge of Communication Science students of the Class of 2021 Universitas Muhammadiyah Luwuk Banggai. This research method uses a qualitative descriptive method. The data collection method is through observation, questionnaire and documentation. The research sample is all Communication Science students of the Class of 2021 using a saturated sampling technique. The results of the study show that first, most of the respondents often watch the Dr.Oz Indonesia Program and feel that they get valuable health knowledge information from the program. These two studies can also be used as a basis to increase the effectiveness of health education programs in the mass media, these three studies provide a reference to the mass media so that they can be more effective in conveying health information to the younger generation.
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PROGRAM PRODUCER'S STRATEGY "KOK BISA VIRAL" IN ATTRACTING THE INTEREST OF VIEWERS ON NUSANTARA TV
Each television station presents programs that it produces with various types of programs to attract the interest of a wide audience, including Nusantara TV. This research aims to determine the strategy of the "Kok Bisa Viral" program in attracting audience interest using a descriptive qualitative approach and program strategy theory put forward by Morissan (2020). Data was obtained through interviews and documentation. In this research there are key informants and supporting informants as well as triangulation of sources as a test of data validity. The results obtained in this research refer to Morissan's theory, which has four aspects of strategic management of broadcast programs. First, the program planning carried out by the "Kok Bisa Viral" Program on Nusantara TV is to use a comprehensive approach in its efforts to attract the attention of the audience. Then secondly, producing and purchasing programs is by selecting up-to-date content plus making direct productions using videos from YouTube. Followed by the third, namely program execution, in this case the "Kok Bisa Viral" program involves and evaluates audience preferences, fourth is monitoring and evaluating the program, the "Kok Bisa Viral" program continues to monitor and evaluate ongoing programs. This is done to keep the program relevant and interesting for the audience, who are expected to be able to adapt to the needs and changes that occur in the broadcasting industry.
Copyright (c) 2025 https://creativecommons.org/licenses/by-sa/4.0
DIGITAL TRENDS AND TRANSFORMATION IN BROADCASTING
The broadcasting business is experiencing a reflective alteration driven by digital technologies and fluctuating consumer behaviour’s. This research paper discovers the key propensities persuading the progression of dissemination, including the increase of flooding services, the influence of social media platforms and developments in content distribution technologies such as 5G and cloud computing. It scrutinizes how these influences are restructuring audience engagement, content formation, and transmission models. Moreover, the paper investigates the challenges and opportunities presented by data analytics and artificial intelligence in enhancing personalized viewing understandings. By commissioning a mixed-methods method, including case studies and industry surveys, this study runs insights into the future background of broadcasting, importance approaches for outdated presenters to adapt and succeed in an increasingly digital ecosystem. Descriptive analysis used for the discussion off the study. Bar Charts and Statistical tolls used by SPSS software for Data Analysis. The conclusions underscore the requirement for broadcasters to innovate continuously and hold digital alteration to meet evolving customer prospects and remain reasonable in a quickly changing media atmosphere. This study will explore the Digital developments in the current era, which will suggest implication for modifications in the traditional technology and its applications.
DECADES OF MASCULINITY DYNAMIC PORTRAYAL IN R&B MUSIC
This research proposed to analyze how R&B music portrays the dynamic of masculinity in four different decades using the semiotics approach by Roland Barthes. R&B is a music genre as part of mass media that contains songwriting expression related to the community and contributed to representing gender. With purposive sampling, the selected samples are Get A Job, I Wanna Know, OMG, and Blinding Lights. Focusing on gender-specific content, masculinity portrayal in R&B music is connected with the contemporary society affected by cultural, historical, and geographical display based on music genre and historical period. The study shows a fluctuation in the masculinity portrayal in 1958, 2000, 2010, and 2020. The hegemonic structure become less hierarchical and allows other forms of masculinity to be adapted by men. Although some non-hegemonic embodiment was tolerable at the end of the 20th century, public consumption in popular music in the 21st century remained grounded on hegemonic masculinity and disregarding race.
ANALYZING NATIONALISM IN DIGITAL MEDIA: A RECEPTION STUDY OF REMOTIVI VIDEOS
This research aims to analyze the reception of nationalism narratives in Remotivi videos. This research uses the theory and method of reception analysis proposed by Stuart Hall. Qualitative descriptive research is a research method that examines the state of natural objects and the main instrument is the researcher. The data collection technique in this research is by conducting interviews. The data was then analyzed using reception analysis techniques and validated using source triangulation. The research results are divided into two, namely the encoding and decoding processes. In the encoding process, this research found a narrative of nationalism wrapped in criticism so that we as young people do not feel too proud to be Indonesian. This is different from the narrative of nationalism which usually seeks to foster pride in one's own country. In the second result through the decoding process, it was found that the nationalism narrative was perceived with oppositional, dominant hegemonic and negotiated positions. Future research can look at nationalism from the communicator's perspective to see how the narrative of nationalism is produced.
MEDIA VISUALIZATION THROUGH CULTURAL HEGEMONY IN DIGITAL ERA 5.0, BANGGAI REGENCY
This research aims to analyze media visualization through representation on the formation of cultural hegemony in society, digital era 5.0 in Banggai Regency. qualitative descriptive approach which focuses on the phenomenological approach. By using interactive model techniques (Ridder et al.,), this is Problem Identification through observation, interviews, literature studies through the internet and books, proceedings or articles with data reduction. Data processing is carried out with Data Interpretation Analysis Findings and discussion and conclusions. The results of this study indicate that based on the phenomenology studied through critical media and culture where media can influence the socio-culture of society in Banggai Regency, so that the existence of culture that is packaged visually through media can be used as a shaper, mirror, packaging, teacher and god can hegemonize culture and through cultural studies (culture study) such as language, myths, beliefs, taboos which are trusted and believed by the people in Banggai Regency then they are represented on the context of traditional dances, traditional music, nambo batik and documentary films in Banggai Regency, as through digital media which is visualized into Banggai Regency festival events in 2024, such as the Gelora Pagimana Festival as a cultural parade which shows ethnic diversity, Bunta Expo with a series of local wisdom exhibition activities, local art performances, cultural carnivals. Then there are the Pandanga and Kintom Expo festivals, the Ogoh-ogoh festival in Toili Barat district, the Sina Daka festival in Simpang Raya district.
ADVERTISING IN THE DIGITAL ERA: THE IMPACT OF APPLE’S CONTROVERSIAL CAMPAIGN ON BRAND IMAGE
Social media have become key tools for spreading advertising messages quickly allowing advertising content to go viral and exponentially increasing the visibility of products. Public interaction and participation have become essential in building brand image, where these digital platforms facilitate two-way interaction between brands and consumers through comments, likes, shares, or even direct criticism. In early May 2024, the iPad Pro advertisement shook the digital world—not because of its technological sophistication but due to the controversy surrounding the ad titled “Crush!” after it was posted by Apple CEO Tim Cook on his social media account X. The public responded to the 60-second ad with criticism and negative comments, deeming it is offensive ad to artists and the creative community. In some cases, negative reactions can lead to a decline in public trust and brand reputation; however, controversy can also raise awareness and interest in a product. This journal employs a content analysis approach to understand the message conveyed through the advertisement and evaluate public responses on social media and in news articles. This case study demonstrates that in a highly connected digital era, the impact of advertisements on brand image can be widespread and intense. Therefore, advertisers need to be more careful and ethical in designing their advertising messages, considering the potential for diverse audience reactions.
AGROTOURISM EDUCATION IN THE PERSPECTIVE OF MARKETING COMMUNICATION AT MUHAMMADIYAH UNIVERSITY OF LUWUK BANGGAI DISTRICT
Agrotourism can stimulate economic activity and increase income for the community. The importance of marketing communication for agrotourism marketers so that tourists are interested in visiting and getting education and as a strategy used for the development of agrotourism at Muhammadiyah University of Luwuk, Banggai District. This study aims to determine agrotourism education in the perspective of marketing communication at Muhammadiyah University of Luwuk, Banggai District. The method used in this research is descriptive qualitative research method. Research data obtained through, observation, interviews, and documentation. Types and sources of research data are primary data and secondary data. The results of this study indicate that agritourism education in the perspective of marketing communication at Muhammadiyah University of Luwuk, Banggai District through advertising consisting of video, print media advertising, electronic media and advertorial advertising, direct marketing, interactive marketing through social media (facebook, instagram, and yuotube), public relations (PR) and marketing by conveying information by word of mouth.
THE IMPACT OF ULTRAMILK SALES PROMOTION ON PURCHASE DECISION (SURVEY ON STRAY KIDS FANS AT WHATSAPP COMMUNITY @SKZEVENT_JKT)
In an increasingly competitive era, business actors need an effective marketing strategy in a competitive UHT milk industry to be able to influence consumer purchasing decisions. The purpose of this study was to determine Ultramilk sales promotions on Instagram social media, to determine purchasing decisions for Stray Kids fans in the WhatsApp Community @SKZevent_JKT, and to measure the effect of Ultramilk sales promotions on Instagram on purchasing decisions. This study uses a quantitative approach using a questionnaire as a data collection instrument. The theory used is Sales Promotion from Kotler and Keller (2019) and Purchasing Decision from Kotler and Keller (2019). The research sample consisted of Ultramilk consumers who joined the WhatsApp community @SKZevent_JKT with a population of 460 members. In this study, a sample of 82 respondents was taken using the Taro Yamane formula with a margin of error of 10%. The collected data were analyzed using simple linear regression analysis to test the relationship between the independent variable of sales promotion (X) and the dependent variable of purchasing decision (Y). The results showed that sales promotion had a partial effect on consumer purchasing decisions. These findings suggest that effective sales promotions can influence consumer purchasing decisions.
CYBER PUBLIC RELATIONS AT THE MINISTRY OF TOURISM AND CREATIVE ECONOMY’S 5.0 TOURISM AWARENESS CAMPAIGN
The 5.0 tourism awareness campaign is a program implemented by the Ministry of Tourism and Creative Economy. The campaign can run optimally if supported by the right communication strategy, one of which is cyber public relations. Cyber public relations plays an important role in disseminating campaign messages by involving the community and providing a positive image. This research aims to find out cyber public relations in the campaign by using a descriptive qualitative approach and cyber public relations theory proposed by Philps & Young (2009). This theory explains about transparency, internet porosity, internet as an agent, content richness and reach. The research data was obtained through primary data, namely interviews and secondary data, literature studies, observation. The results showed that the 5.0 tourism awareness campaign managed by Kemenparekraf emphasized the importance of transparency, the use of the internet, and quality content in delivering information to the public. By utilizing digital media, this campaign succeeded in raising awareness, changing attitudes, and encouraging positive public behavior towards tourism. The management of cyber public relations plays an important role in reaching a wide audience, including in remote areas, and ensuring the long-term sustainability and success of this campaign in supporting the development of sustainable tourism in Indonesia.
THE INFLUENCE OF SALES PROMOTION SAFF N CO PERFUME IN THE TIKTOK SHOP ON CUSTOMER SATISFACTION
Saff N Co is a fragrance product (perfume) originating from Indonesia, Saff N Co creates perfumes that suit the Indonesian spirit. The aim of this research is to determine the influence of the sales promotion for Saff N Co perfume in the Tiktok Shop, determine customer satisfatction for Saff N Co perfume, and measure the influence of the sales promotion for Saff N Co in the Tiktok Shop on customer satisfaction. This research uses Sales Promotion theory including Coupons, Price Pac2ks, Premium Gifts, Samples, Rebates, Frequency Programs, Prizes, patronage Awards, Free Trials, Product Warranties, Tie-in Promotions, Cross-Promotions, Point of Purchase and Customer Satisfaction theory including Customer Perceived Quality, Customer Perceived Price, Customer Perceived Value. The approach to this research is a quantitative approach with an explanatory nature and uses a survey method. The data collection technique used a questionnaire distributed to 96 respondents. The sampling method uses simple random sampling. The collected data was processed using SPSS version 27. The results of this research seen from coefficients table show that Tcount 7.464 > Ttable 1.661 with a probability significance of less than 0.05 (<0.000 <0.05), so a simple linear regression model can determine the sales promotion variable influence on customer satisfaction among UII Digital Business Student Class of 2021/2022.
ISLAMIC DA'WAH AND CYBERSPACE: @IQOMIC'S DA'WAH STRATEGY ON SOCIAL MEDIA INSTAGRAM
This study identifies strategies for utilizing social media for da'wah activities on the Instagram account @Iqomic (Islamic Quote & Comic). Islamic Quote & Comic, or @Iqomic, is a gathering place for visual da'wah pegat in Indonesia. This research uses qualitative research with a case study research method/approach that is useful for producing data on the reality in the field. The subjects in this study are @iqomic Instagram Admin and Followers. The social media used is Instagram. Based on the research results, @iqomic has implemented several strategies, including social media, and the crucial role of visual content in delivering da'wah messages. This visual content has proven to be a key element in the success of da'wah on Instagram social media. From the results of the research that has been done, the IQOMIC strategy or (Islamic Quotes & Comic) as a da'wah media that utilizes social media has grown rapidly to become an important factor of communication and information in the modern era like today, one of which is in the field of da'wah. Messages in the form of visual da'wah content are packaged. As creatively as possible, the da'wah is formed with a visual da'wah display or design to look attractivy
THE CONVERGENCE OF PR, ADVERTISING, AND SOCIAL MEDIA IN DIGITAL BROADCASTING: OPPORTUNITIES AND CHALLENGES
The digital age has radically transformed the landscape of public relations (PR), advertising, and social media, and their integration within digital broadcasting presents a myriad of opportunities and challenges. As digital broadcasting platforms like OTT services, streaming platforms, and social media channels gain prominence, the boundaries between these traditionally distinct sectors are becoming increasingly blurred, driving a new era of media convergence. In the realm of PR, digital broadcasting provides unique opportunities for brand storytelling and audience engagement. PR professionals can leverage streaming platforms and social media channels to create authentic, real-time interactions with audiences, enhancing brand credibility. Digital broadcasting allows for more dynamic and multimedia-rich content, such as live video interviews, webinars, and behind-the-scenes footage, all of which can strengthen brand reputation and reach wider audiences in more meaningful ways. Social media’s influence in broadcasting has transformed the way PR is managed, with platforms like Twitter, Instagram, and YouTube becoming crucial outlets for shaping public opinion and managing crises. Furthermore, the rise of misinformation and fake news in the digital age has created new risks for brands operating within this space. Misinformation can spread rapidly through social media, and brands must be proactive in monitoring their digital presence to prevent reputational damage. Managing crisis communications in real-time has become an essential skill for PR professionals as they navigate these risks in an ever-evolving digital landscape.In conclusion, the convergence of PR, advertising, and social media within digital broadcasting offers both exciting opportunities and complex challenges. While the integration of these fields allows for more targeted, engaging, and interactive communication with audiences, it also demands careful navigation of content saturation, data privacy, and brand consistency
THE ROLE OF STORYTELLING IN ADVERTISING: HOW NARRATIVE DRIVES BRAND LOYALTY
The growing marketplace competition has increased storytelling as the most preferred tool in advertising to inspire loyalty towards the brand. This paper explores the use of storytelling in advertisements to gather emotional ties between consumers and brands. A story message can make brands talk beyond the plain marketing message, communicating with the consumer on another level if the message is relevant and interesting. This paper shall consider some of the major elements that work out in storytelling, such as character development, emotional appeal, and authenticity, and how these factors lend to long-term brand loyalty. The popularity of storytelling among modern brands has risen as a powerful marketing tool for building brand loyalty in today's saturated advertising landscape. In today’s saturated advertising landscape, storytelling has emerged as a powerful strategy for building brand loyalty. This research explores how story-driven advertisements create deeper engagement and long-lasting loyalty with audiences. By making use of key elements such as relatable characters, emotional arcs, and authentic experiences, brands can craft compelling stories that resonate with consumers' values and experiences. This study investigates the psychological impact of storytelling in advertising, examining how it shapes brand perception, strengthens emotional bonds, and drives customer retention. Applying a mixed-methods approach to this study included case studies of successful storytelling campaigns, for example, the Parle's teacher’s day campaign and consumer surveys, the study aims to identify the particular ingredients of storytelling which better help foster brand loyalty. The research will provide insights into the evolving role of storytelling in digital and traditional media, revealing how brands can differentiate themselves in a crowded market by creating emotional, story -driven experiences. Ultimately, this study will highlight the importance of storytelling as an advertising tool that not only captivates audiences but also strengthens their commitment to brands.
BANK ADVERTISING AND ITS IMPACT ON FINANCIAL INCLUSION: BRIDGING THE GAP IN ACCESS TO FINANCIAL SERVICES IN INDIAN CONTEST
In India, where a sizable portion of the populace still lacks access to official financial services, especially in rural and underserved areas, financial inclusion is still an important objective. This study looks at how bank advertising helps different Indian population segments become more aware of, trusting of, and able to use banking services, therefore boosting financial inclusion. This study investigates the ways in which banks' targeted advertising campaigns—particularly those that make use of digital and mass media platforms—have helped close the financial gap by reaching underbanked and unbanked populations. Focusing on India’s financial landscape, the paper analyzes the effectiveness of bank advertising in increasing awareness about essential financial products such as savings accounts, credit, insurance, and digital payment systems. It highlights successful campaigns, such as those launched under government schemes like Pradhan Mantri Jan Dhan Yojana (PMJDY), which utilized multimedia channels to promote financial literacy and encourage participation in the formal banking system. The research delves into the difficulties banks encounter in surmounting ingrained hurdles related to culture, education, and infrastructure. This research indicates that bank advertising that is strategic, regional, and culturally sensitive has had a major impact on financial inclusion in India through both qualitative and quantitative analysis. The study comes to the conclusion that, although advertising is important, it needs to be supported by grassroots efforts, legislative support, and cutting-edge financial solutions designed with low-income and rural communities' needs in mind. Banks can boost economic empowerment and close the financial gap in India by fusing advertising with inclusive financial practices.
CONCEPTUALISING THE ROLE OF PUBLIC RELATIONS IN BROADCASTING THE NATION BRANDING
This paper critically examines the intersection between public relations (PR) practices and nation branding within the Malaysian broadcasting industry. Using the Malaysia Madani framework as a focal point, this study maps the role of public relations in promoting and shaping Malaysia’s nation branding through televised media. The objectives of this research are threefold: (1) to investigate how public relations officers in Malaysian broadcasting stations contribute to the promotion of nation branding narratives; (2) to map out the strategies and tools used by these PR officers to align broadcasting content with national identity frameworks such as Malaysia Madani; and (3) to assess the impact of these efforts on public perceptions of the Malaysian nation branding. The paper addresses a critical issue in the Malaysian broadcasting industry: the underexplored role of PR in strategically broadcasting and sustaining nation branding narratives. While existing literature on nation branding has primarily focused on economic or political dimensions, there is a dearth of research examining how PR in media institutions shapes public perceptions of the nation, mainly through structured narratives like Malaysia Madani.
SOCIAL MEDIA ANALYTICS OF INSTAGRAM ACCOUNT @YOURMATEPICS IN INCREASING MARKETING COMMUNICATION OF PHOTOGRAPHY BUSINESS TO CONSUMERS
Social Media Analytics is the process of collecting, analyzing and interpreting data from users' social media activities. It involves the use of algorithms and analytical techniques to unearth insights about user trends, preferences and behavior that can help an organization or individual better understand the trends, preferences and behavior of its users. By using data from social media, a business can gain a better understanding of their audience and optimize their campaigns. This research uses conceptual theories, namely Opinion mining, Sentiment analysis, Topic modeling, Social network analysis, Trend analysis. This type of research is qualitative using descriptive research methods with Social Media Analytics and the use of tools in the form of Brand24. The data collection technique uses a combination of observation, interviews, data analysis and documentation with Yourmate Pictures and consumers according to the researchers' criteria. The results of this research include Social Media Analytics in improving marketing communications for a photography business to consumers, seen from the use of Instagram Ads and analytical tools that researchers use through the Brand24 platform. Utilization of the Professional Dashboard feature shows that a number of characteristics of the use of the Professional Dashboard feature are reviewed in its implementation. In this feature, all interaction data on Instagram can be seen, such as Reach, Mentions and Followers that have been accumulated. Meanwhile, share of voice is data for measuring each content.
THE EFFECT OF DAKWAH COMMUNICATION STYLE OF HABIB HUSEIN JA’FAR AL-HADAR IN SOCIAL MEDIA ON RELIGIOSITY OF UNIVERSITY STUDENTS
The development of technology has brought changes to the dissemination of religious information, where traditionally dakwah (Islamic preaching) was delivered from a pulpit, but now it is increasingly conducted through social media platforms, as done by Habib Husein Ja’far Al-Hadar, commonly known as Habib Ja’far. The aim of this research is to determine whether Habib Husein Ja’far Al-Hadar's dakwah communication style on social media affects the religiosity of students at Bhayangkara Jakarta Raya University. This research employs a quantitative method, using questionnaires distributed to respondents as a data collection technique. The sample used in this study consists of 99 respondents who are students at Bhayangkara Jakarta Raya University. The results of this study show a correlation coefficient of 0.694, indicating that the communication style variable (Variable X) has a fairly strong influence on the religiosity variable (Variable Y). Furthermore, the hypothesis testing using the t-test, which compares the t-value to the t-table value, concludes that the t-value of 9.483 is greater than the t-table value of 1.660, meaning that the alternative hypothesis (Ha) is accepted, and the communication style variable (Variable X) affects the religiosity variable (Variable Y). The coefficient of determination test results in this study shows a value of 0.481, indicating that the influence of the communication style on religiosity is 48.1%, with the remaining percentage influenced by other variables.
DIGITAL MARKETING STRATEGY TO PROMOTE KADENA GLAMPING DIVE RESORT MUNA ISLAND IN KAMAMA MEKAR VILLAGE, CENTRAL BUTON
This study aims to determine the application of digital marketing strategies by Kadena Glamping Dive Resort Muna Island in promoting its business. The research method used is qualitative with the main data collection technique in the form of interviews. The results showed that Kadena Glamping Dive Resort implemented two main strategies in promoting its business. First, through direct interaction with the Kamama Mekar Village community, the resort introduces its existence and encourages the community to produce handicrafts and local specialties offered to visitors. Secondly, Kadena Glamping Dive Resort utilizes social media platforms, particularly Instagram and Facebook, to promote the resort digitally. The resort consistently uploads engaging visual content showcasing the resort's facilities and natural beauty, and utilizes analytics features to track user reach and engagement. Interviews with the resort manager revealed that this strategy has been quite successful in attracting local and international tourists. With consistent use of social media and active engagement with the audience, Kadena Glamping Dive Resort has successfully increased its visibility and appeal among potential visitors.
THE INDONESIAN CONSTITUTIONAL COURT’S REPUTATION CRISIS OVER NEWS ON PRESIDENTIAL CANDIDATE AGE LIMIT DECISION
The news about the Constitutional Court's (MK) decision regarding the age limit lawsuit for presidential and vice-presidential candidates became a crucial political issue at the end of 2023. The media dialectic presents diverse public opinions, including expressions of discontent towards the MK, which became a popular topic on social media. This research examines the MK’s reputation in relation to the coverage of this decision in mass media and social media. The researchers adopt a Communication Studies perspective, employing Agenda Setting Theory and Crisis Management Theory. A qualitative approach with desk research is used. Data collection is limited to digital mass media and social media platforms X and Instagram. Brand24 is utilized as a digital tool to map actors, issues, trends, and public sentiment. Data was collected from October to November 2023, and triangulation was conducted to ensure the study’s validity. The findings indicate that public discussions focus on the MK’s decision, MK judges, the political system, and governance. The public tends to hold negative sentiment regarding the MK’s decision, the background of MK judges, distrust in the political system, and government authorities. The study concludes that coverage of this decision articulates a close relationship between the government and the MK. The MK’s reputation is in a state of crisis due to the dominance of negative discourse in digital media. The reputation crisis reflects public awareness of potential power abuse for personal interests.
COMMUNICATION DYNAMICS IN ENVIRONMENTAL CARE CAMPAIGNS (QUALITATIVE STUDY ON PANDAWARA TIKTOK ACCOUNT REGARDING BEACH CLEANING IN CIBUTUN-LOJI, SIMPENAN DISTRICT, SUKABUMI REGENCY)
Communication dynamics is the study of change and adaptation in the process of interaction between individuals or groups. It includes how messages are encoded, delivered, and received in various contexts, both in the real world and in the digital world. The development of technology and new media has added complexity to communication. The rapid development of social media, one of which is TikTok, has become the main platform for the Pandawara community to spread environmental messages. Pandawara is a community that uses TikTok as a medium for environmental campaign. One of the contents of the Pandawara environmental campaign on Cibutun-Loji Beach, Sukabumi, went viral due to a misunderstanding. The purpose of this study was to determine the dynamics of communication that occurred on Cibutun-Loji Beach and how to optimize the use of media.TikTok social media as an environmental campaign media. The method used by the researcher is a qualitative method by describing it thoroughly based on the data the researcher found. This study uses the Uses and Effects theory on how the results of the process of using mass media and its relation to media use affect individual decisions to use media. This study found that the Pandawara campaign experienced significant dynamics related to support and communication barriers. Semantic barriers, such as the mention of "the dirtiest beach," triggered misunderstandings with the local government. Support from the campaign produced cognitive, affective, and behavioral effects. The influence that occurs in this campaign can increase understanding, empathy, and environmental behavior in the community. This study found that sensitive and responsive communication in environmental campaigns on social media is very important for the success of messages and public acceptance.
BUILDING BRAND LOYALTY: STRATEGIES FOR MAINTAINING AUDIENCE TRUST AND LOYALTY IN A COMPETITIVE MEDIA ENVIRONMENT
In the economic backdrop of struggling minor trades, building brand awareness is supreme for persistence and progress. Loyalty plans arise as a effective instrument in this quest, offering multidimensional assistances that boost the viable edge of companies. This paper discovers the crucial role of trustworthiness plans in strengthening brand appreciation and customer withholding policies. By nurturing customer commitment and repeat procurements, loyalty programs not only encourage a faithful customer community but also amplify brand visibility through word-of-mouth referrals and social media promotion. Key policies debated include the prominence of reliable messaging and brand values that vibrate with objective social groups. The character of social media and communicating platforms in improving audience connection inspected, emphasizing how reciprocate commination nurtures a sense of fitting. Moreover, the paper investigates into the influence of quality satisfied and novelty in keeping attentiveness and belief. The research highlights the implication of Social Media Platforms and its influence to engage customers. Furthermore, it addresses the encounters posed by misrepresentation and the essential for broadcasting products to create themselves as trustworthy foundations of data. Descriptive analysis used for the discussion off the study. Bar Charts and Statistical tools used by SPSS software for Data Analysis. This paper offers a roadmap for media administrations looking for to encourage brand loyalty in a gradually fragmented market. Eventually, it accomplishes that an assurance to ethical practices, meeting, and awareness is crucial for fostering long-term associations with audiences, confirming that media brands not only persist but also flourish in a vibrant situation.
BEHAVIOR ANALYTICS OF THE DIGITAL AGE AUDIENCE: PERSPECTIVES, METHODS, AND CONSEQUENCES FOR MARKETING AND MEDIA
Audience behavior analytics has become an important tool for analyzing and anticipating consumer preferences, impacting tactics in media, marketing, e-commerce, and public policy. This article investigates the transition of audience analysis from traditional methods to sophisticated digital metrics, facilitated by advances in AI, machine learning, and big data. It looks at essential approaches like quantitative tracking and qualitative insights, as well as major difficulties like data saturation, privacy issues, and technology constraints. This article uses case studies such as Netflix's content customization, Amazon's recommendation engine, and the Cambridge Analytica incident to demonstrate the potential and ethical implications of audience analytics. The analysis also discusses the implications for stakeholders: media companies use insights to shape content strategy and revenue models, marketers optimize campaigns for higher ROI, consumers benefit from enhanced personalization but have privacy concerns, and regulators work to protect data rights while encouraging innovation. Future trends point to more integration of AI and blockchain to improve customization and data security, while augmented and virtual reality open up new channels for audience involvement. By addressing ethical concerns and modifying legal frameworks, stakeholders may responsibly use audience analytics to foster meaningful connections in an increasingly data-centric society.
DIVERSITY AND INCLUSION IN COMMUNICATION CAMPAIGN HABIB JAFAR CONTENT
Habib Jafar, a young preacher, actively uses social media to spread tolerance and peace messages. This study uses a qualitative approach, with observation (observation) on direct primary sources that are audio visual. Secondary sources are obtained from various relevant literature or other references, both in the form of scientific journals and media coverage. This study aims to find out how Habib Jafar can be included in the category of preachers who always appear attractive in all the content he made. Showing diversity and showing the insclusivity of a content that aims to share its da'wah content so that anyone can enjoy this existence certainly makes the da'wah that is easier, flexible and efficient. The content presented by Habib Jafar was delivered to withdraw the interest of young people to love Islam.
OPTIMIZATION OF THE USE OF THE WEBSITE AS A PUBLICATION MEDIA FOR THE TONTOUAN VILLAGE GOVERNMENT WORK PROGRAM
This research aims to optimize the use of the website as a publication medium for the Tontouan Village Government's work program. The method used in this research is descriptive qualitative research. By using data collection techniques starting with observation, interviews, and documentation. Based on the results of this study, it shows that there is a significant increase in the utilization or use of websites carried out by the government in managing publication media related to the work program of the Tontouan Village government to manage and publish work programs through the website, making it easier for people to access information without the need to come to the village office.In addition, the results of this study show that the optimization of the use of the website as a publication medium for Tontouan Village information is as follows: Optimizing the use of the website as a publication medium for Tontouan Village information, researchers use two principles, namely optimization based on the characteristics and objectives of the website as an online publication medium. The characteristics include the speed and actuality of information, updating information, and interactivity, while the purpose of the website as a publication media includes information dissemination, research purposes, and improving services to the community as well as updates in the publication of Tontouan Village work programs. This also has a good impact on creating more transparent and efficient communication between the village government and the community, as well as increasing citizen participation in village programs, where through the use of digital technology such as the Internet of Thing (IoT) and Big Data, the village website is expected to be an effective tool in delivering work program information to the community in Banggai Regency, especially in Tontoan village.
HISANA FRIED CHICKEN CASHIER COMMUNICATION IN IMPROVING SERVICE QUALITY IN LUWUK VILLAGE
This study aims to determine how hisana fried chicken cashier communication in improving service quality in Luwuk Village. The data collection techniques used in this research are observation and questionnaires. The population in this study were hisana fried chicken customers in Luwuk Village totaling 13,000 people, given the large population of hisana fried chicken customers, the authors used the sampling technique in this study was the Slovin formula so that the sample size was 99 respondents. The weighting technique used is a Likert scale while the data analysis technique uses descriptive analysis, namely describing the data that has been collected in tabulated form. The results of this study indicate that the cashier's communication in improving the quality of service in Luwuk Village has been maximally implemented with a presentation of 88.69% very good category, so it can be concluded that hisana fried chicken cashier communication plays a very important role in improving the quality of service in Luwuk Village.
OPTIMIZATION OF LOCAL POTENTIAL IN DIGITAL-BASED SMART CITY DEVELOPMENT: AN INNOVATIVE APPROACH IN COMMUNICATION AND TECHNOLOGY
With the rapid advancement of digital technology, the Smart City concept has become a key solution for addressing urbanization challenges and improving the quality of life in major cities. However, Smart City development is often hindered by a lack of utilization of local potential that can drive innovation and sustainability. Cities that have successfully implemented Smart Cities based on local potentials, such as Barcelona and Amsterdam, demonstrate that the success of a smart city is not solely determined by technology but also by the ability to integrate local resources, culture, and community participation in decision-making. By leveraging digital technology, cities can optimize local resources such as tourism, creative economy, agriculture, and small and medium enterprises (SMEs) to create economic sustainability and social well-being. Optimizing local potential is crucial for creating more relevant and effective solutions in a local context. This article aims to explore and develop innovative approaches in communication and technology to optimize local potential in digital-based Smart City development. The primary focus of this article is on how strategic communication and technology can be integrated to empower local communities, maximize existing resources, and create solutions that meet the city’s specific needs. Hopefully, this article will provide guide for policymakers, technology practitioners, and stakeholders in designing and implementing more inclusive and sustainable Smart City initiatives. By emphasizing the importance of effective communication and the application of technology suited to local potential, this article is expected to promote best practices that enhance efficiency, diversity, and participation in Smart City development.
EMPLOYEE RELATIONS IN CULTURE ACTIVATION PROGRAM AT THE BANK RAKYAT INDONESIA
A developing company certainly has a strong culture, this becomes the same guidelines, values, and norms to support the goals of the company's vision and mission. Employees are one of the important production factors for the company, therefore the company must implement employee relations so that employees are loyal to the company. In line with BRI Vision 2022, namely The Most Valuable Bank in Southeast Asia and Home To The Best Talents, one of the things that must be achieved is the Top 5 employer of choice, one of the strategies that will be implemented is to make employees and prospective employees bound by values. unique to the company. Therefore, every year BRI's Cultural Transformation Division holds an event to create creative and innovative video concepts that are easy to understand. This activity is a form of implementation and elaboration of the BRI MORALS Core Values. Therefore, this study aiming to determine: Activities, Actions and Barriers to employee relations in the cultural activation program. The theory in this study uses the theory of Rosady Ruslan (2016) in employee relations which consists of Open System Management, Mutual Appreciation, Two-Way Communication. This research methodology uses a qualitative approach with a descriptive method with data collection techniques are in-depth interviews. The result of this research is that the cultural transformation division implements an open management system, such as providing direct direction and motivation to employees, so that BRI employees are motivated to continue to be creative. This program is a reflection of the morals of BUMN, one of which is cooperation. With an open management system, there must be transparency with the team to achieve the company's vision and mission. The way to implement this system is to monitor all management such US culture agents and the leaders of each work unit to discuss the cultural activation program. The form of appreciation given to the winner of STAMP is that the winner of this program will be given a prize or reward that has been mutually agreed upon. This prize is given to the winner who is considered the most creative and innovative by the judges. Two-way communication in this program also remains effective, efficient, and effective. Through this STAMP program, it is hope that it can maintain the integrity of a work units, cooperation is the foundation where two way communication is needed that can bridge this. The media US publications in this culture activation program is Instagram and the official BRI website. Suggestions in this study is the application of employee relations held at PT. Bank Rakyat Indonesia (Persero) Tbk has been improved again through social media related to sustainable employee relations activities, especially on social media to increase employee morale, loyalty and engagement.
THE INFLUENCE OF CELEBRITY ENDORSER NICHOLAS SAPUTRA ON THE DECISION TO PURCHASE KANZLER CRISPY CHICKEN NUGGET
This research aims to analyze the influence of celebrity endorser Nicholas Saputra on purchasing decisions for Kanzler Crispy Chicken Nugget products. The research method used was a survey using a questionnaire distributed to 118 followers of the Instagram account @temankanzler. The data analysis technique used in this research is simple linear regression analysis. Based on theory from A. Shimp (2017), celebrity endorsers aim to introduce a product through advertisements supported by celebrities in the hope of increasing the effectiveness of advertisements so that they can attract consumers to be more interested in buying the product. This theory measures five dimensions of celebrity endorsers, namely Trustworthiness, Expertise, Attractiveness, Respect, and Similarity. The research results show that celebrity endorser Nicholas Saputra has a positive and significant influence on purchasing decisions for Kanzler Crispy Chicken Nugget. This is proven by the t-count value of 5.432 which is greater than the t-table of 1.976 and the significant value of 0.000 which is smaller than 0.05. Nicholas Saputra is considered to have high attractiveness, which makes advertising more attractive to consumers. The implication of this research is that companies can utilize celebrity endorsers as an effective marketing strategy to increase product sales. This research also contributes to theory development in the field of marketing communications and consumer behavior.
THE PERSPECTIVE OF THE DESAWASAMBA COMMUNITY, LASALIMU DISTRICT ON THE SYMBOLIC MEANING IN THE TUTURA KALAWATI CULTURAL TRADITION
This study aims to determine the perspective of the Wasamba Village community, Lasalimu District, on the symbolic meaning in the Tutura Kalawati cultural tradition. The method used is descriptive qualitative with data collection techniques through interviews and observations. The results of the study indicate that the Wasamba Village community has a deep understanding of the symbolism in the Tutura Kalawati tradition, which is considered as respect for ancestors and nature and as a means to convey moral and spiritual messages. The community sees this tradition as a cultural identity that strengthens the relationship between generations and between humans, nature, and the Creator. This tradition is not only seen as a traditional ritual, but also a symbol of togetherness, unity, and social awareness. Despite facing challenges from modernization, the young generation of Wasamba Village remains committed to preserving this tradition. Analysis of the symbolic meaning of Tutura Kalawati emphasizes its important role in maintaining social and environmental balance, as well as a bulwark against the influence of external cultures.
CHANGES IN COMMUNICATION BEHAVIOR OF ADOLESCENTS IN USING SMARTPHONES SMPN 2 SUB-DISTRICT KALEDUPA SELATAN WAKATOBI DISTRICT
This research aims to analyze changes in teenagers' communication behavior in using smartphones in Class 7c of SMPN 2 South Kaledupa District, Wakatobi Regency, and identify the positive and negative impacts. This research used descriptive qualitative methods involving 12 students as informants. The research results show that before smartphone use became widespread, face-to-face communication was more dominant, both at school and in daily interactions. However, with the advent of smartphones, communication has turned more digital through instant messaging applications and social media. Additionally, emoticons and digital symbols become part of their non-verbal communication. The positive impacts of smartphone use include increased access to information, development of digital skills, and efficiency in communication and learning. However, negative impacts were also found, such as the potential for addiction, decreased quality of direct social interactions, and impaired concentration in learning. Overall, this research concludes that changes in adolescent communication behavior at SMPN 2 South Kaledupa District reflect a major shift from traditional communication to fast and practical digital communication.
SYMBOLISM OF BASILEK LIDAH CULTURE IN THE FILM BUYA HAMKA VOLUME 1
Films have been used as a medium to spread culture for a long time. The film Buya Hamka Vol 1 tells the story of Buya Hamka, the Chair of the Indonesian Ulama Council and a Masyumi ulama figure, Muhammadiyah ulama, and an intellectual of Minangkabau descent. The Minangkabau people often speak with figures of speech commonly found in everyday life, such as song lyrics and even significant events such as traditional events. The figure of speech in Minangkabau is a cultural form called Basilek Lidah. This research aims to find symbols of the cultural representation of the Basilek Lidah in the film Buya Hamka Vol 1. A qualitative approach was used in this research and representation theory by Stuart Hall to dissect the scene containing the cultural symbols of Basilek Lidah. The results of the research show that symbols regarding Minangkabau culture are reflected in several scenes in the film Buya Hamka Vol. 1. The scenes and dialogue in the film depict the values of Minangkabau culture and life, such as wisdom, the sacredness of tears, togetherness in cooperation, and the role of Islam in cultural identity. The research found a lack of pronunciation of words/accents used by film actors. The analysis using Stuart Hall's theory shows how the Basilek Lidah culture, in figurative language, rhymes, and proverbs, is represented in the dialogue between actors in this film. This research concludes that films can introduce and disseminate culture by displaying symbols in film scenes.
TOURISM AMBASSADOR AND IMAGE MANAGEMENT IN MARGINALIZED AREAS OF BREBES REGENCY
This research discusses the strategic role of Tourism Ambassador in image management and tourism promotion in marginalized areas, with a focus on Brebes Regency, Central Java. Through the use of digital or new media such as Instagram, Tourism Ambassadors function as a Public Relations (PR) tool to form a positive destination image among tourists. This research uses a qualitative approach with direct observation and secondary data analysis related to tourism promotion in marginalized areas. The results showed that Tourism Ambassador play an important role in managing public perception of destinations through community-based promotion strategies and digital media. Infrastructure and accessibility challenges in marginalized areas can be overcome with good image management and effective PR campaigns. This study concludes that image management through digital media is an important tool in attracting tourists and improving the local economy in less optimally developed areas.
THE MEANING OF SYMBOLIC INTERACTION IN THE PROCESS OF PIKAMBOLAKUA CEREMONY
Purpose of this research is to examine “The Meaning of Symbolic Interaction in the Process of Pikambolakua Ceremony of Buton Tribe, Lapandewa Kaindea Village, Lapandewa Subdistrict”. Researching the meaning of symbolic interaction in the Pikambolakua ceremony because it can be used as a step to find out the meaning and purpose in the implementation of the traditional ceremony. This type of research is qualitative research based on inductive thinking patterns, which are based on participatory objective observation of a symptom (phenomenon). Understanding phenomena from the context of participants, social, and institutions is the main goal of qualitative research, which also aims to simplify the findings to explain the problem. the main results of the research on the Pikambolakua ceremony in Lapandewa Village, which involved direct observation and interviews with the local community, will be presented. The findings show that the ceremony consists of several important stages, from preparation, ritual execution, to closing. Each stage has specific meanings and functions that contribute to the community's understanding of their relationship with the spiritual and social worlds.This research has examined the meaning of symbolic interaction in the Pikambolakua ceremony process in the Lapandewa Kaindea Village community. Through various symbols, such as traditional clothing, ritual objects, and symbolic actions, the ceremony has not only become a tradition, but also serves as a mechanism for transmitting the values of the community.
REPRESENTION OF EMPTY NEST SYNDROME IN FILM HOW TO MAKE MILLIONS BEFORE GRANDMA DIES
This research examines the representation of Empty Nest Syndrome (ENS) in the movie How to Make Millions Before Grandma Dies. ENS is a psychological condition experienced by parents when their children leave home to form a new family. Which often has an impact on feelings, loneliness, sadness, and health. Using the data analysis method used in this research is a semiotic analysis model developed by Roland Barthes. This research focuses on the character and storyline focus of parents, children, and grandchildren in the film to identify how the ENS experience is depicted. This research aims to explore the representation of empty nest syndrome and from a psychological point of view, as well as identify and analyze the emotional impact experienced by the characters in the film. The results of the analysis show that the movie not only highlights the emotional impact of ENS on the individuals who experience it, but also depicts the process of adaptation and attempts to find new meaning in life. The movie presents ENS as a complex journey, involving changing roles and relationships between family members, and highlights the importance of social support in coping with the transition. This research contributes to a deeper understanding of the representation of ENS in popular media, as well as offering perspectives on how this theme can be effectively conveyed to a wider audience.
PARTICIPATORY COMMUNICATION IN BUILDING UNDERSTANDING OF TOLERANCE IN HIGH SCHOOL STUDENTS
Project-Based Learning (PBL) is an educational approach that prioritizes the active involvement of students in the learning process through relevant real projects. Part of PBL is a group discussion that becomes a space for students to work together to analyze real problems and formulate solutions. This research focuses on the role of participatory communication in building an understanding of tolerance among high school students. This study aims to analyze how participatory communication, through project-based learning, can empower students by giving them the space to voice opinions and share stories. With a qualitative approach, data is collected through in-depth interviews, observations, and analysis of documents related to learning activities. The results of the study show that project-based learning builds student engagement by sharing experiences and perspectives. Project-based learning also creates an inclusive classroom climate, where students feel valued and heard so that students experience an increase in self-esteem and social awareness, especially an understanding of tolerance. Therefore, the application of this communication method in the educational environment is very important to build a more tolerant and respectful society. This study provides recommendations for integrating participatory communication in the school curriculum.
DIGITAL COMPETENCE OF PRESCHOOL STUDENTS USING EDUCATIONAL APP AS LEARNING MEDIA
This research aims to explore the digital competence of preschool students using the Sekolah Enuma app on tablets as a learning media. The study focuses on the operational skills demonstrated by the children while interacting with the app, providing insights into their ability to navigate and utilize digital technologies effectively. The research employed a qualitative approach, where data was collected through observations, interviews, and focus group discussion. The findings indicate that preschool students exhibit a substantial level of digital competence when using the Sekolah Enuma app. Most students were able to perform basic operational tasks such as swiping screens, tracing shapes, and using learning apps independently. However, tasks requiring reading skills or more complex operations, such as entering passwords or adjusting device settings, posed challenges for some students, necessitating teacher assistance. The study aligns with previous findings that young children can readily acquire touch-screen technology skills, which in turn support their emergent literacy by enabling them to interpret and interact with digital content through icons, symbols, and printed words. In conclusion, preschool students demonstrate good digital competence with the use of the Sekolah Enuma app, particularly in basic operational skills. This early proficiency not only facilitates their interaction with digital technologies but also enhances their emergent literacy skills.
COMMUNICATION STYLE OF VOICE OVERS IN THE MINI DRAMA PROGRAM “MEMILIH UNTUK BANGSA, EPISODE 2” ON RADIO REPUBLIC INDONESIA, CIREBON
Radio mini dramas are dramas that are performed via radio media, so they can only be enjoyed through the sense of hearing (audio). The formulation of the problem in this research is the communication style, verbal and nonverbal communication of RRI Cirebon radio broadcasters. The aim of this research is to determine the communication style, verbal and nonverbal communication of radio broadcasters. The research method used is a qualitative descriptive method. Data collection techniques obtained by observation, interviews, documentation. The research results obtained were that there were two informants who had a dominant communication style who were able to control the social situation that occurred due to problems with installing campaign praga equipment with the assistance of Mrs. Yanti as a member of the KPU. All the actors in this character have a Dramatic style of communication, for example, dialogue that is soulful, thus creating lively communication between players, the elements of words must not be monotonous. Their controversial style is more about providing input, for example the characters they play, and a series of sentences that feel inappropriate. The animation style is the presence of sound effects to create foot movements and create sound with the actions carried out by the informant. . For example, the impressive style they create is when they embody the role of eating fried bananas and coffee, their voices are very impressive, and their expressions and body appearance are sexy. The relaxed style that occurs is inviting residents to resolve problems at the village hall and there will be an outreach event regarding the implementation and procedures for elections. An attentive communication style that shows a sense of empathy when dealing with two residents who are at odds, there are pros and cons to the procedures for installing attributes, giving attention. All informants did not have an open communication style in their drama performances, but had an open style when providing criticism and suggestions for dialogue scripts. The friendly communication style shown by them makes them feel close to the other actors. The verbal communication that occurs is that there is mutual agreement on the words in the script. The languages used are Indonesian, Javanese, Sundanese. The non-verbal communication that occurs is touch in the form of shaking hands, the duration of the mini radio drama “Memilih Untuk Bangsa” is 17 minutes, gestures are hand movements, the distance between players is one meter, vocal elements are based on the The roles they play, environmental conditions are based on lighting, equipment. recorder, lighting is good enough.
THE SPREAD OF HOAX NEWS IN MOVIES BUDI PEKERTI
Budi Pekerti is set in Yogyakarta during the Covid-19 pandemic. The film tells the story of a Guidance Counseling (BK) teacher named Bu Prani (Ine Febriyanti) who had a dispute with one of the visitors at the market. When the dispute was happening, unbeknownst to her, someone recorded and uploaded it on social media and caused hoax news. Furthermore, the uploaded video went viral and received negative comments from netizens. Netizens considered that as a teacher, Mrs. Prani's attitude did not reflect a good teacher. The viral video was finally heard by the principal of the school where she teaches. For this incident, the school threatened to expel her from school. Apart from affecting the school, the incident also affected her family. Mrs. Prani's family could not be calm because their identities were always being searched for mistakes. In addition, they were judged and criticized for the incident. The purpose of this study is to analyze the role of social media in spreading hoax news in ethics films. This research uses a qualitative approach. The research method used is descriptive using content analysis. Data collection through literature study by reading reference sources from previous research and documentation by watching the movie Budi Pekerti and taking some screenshots of the scenes in the movie related to the role of people who spread hoax news to social media audiences. Research results The results showed that people who made hoax news and uploaded videos to social media related to Mrs. Prani who had a dispute with one of the market visitors and scolded a seller who sold cakes, with that the community thought and attacked Mrs. Prani on social media with harsh and inappropriate talk, that it was hoax news and the community did not study more deeply whether it was real news or hoax news.
THE MEANING OF WATSONS INDONESIA ADVERTISING MESSAGE VERSION #GOGREENWITHWATSONS'NEWSUSTAINABLEPACKAGING ON YOUTUBE
The issue of plastic waste has always been a conversation and problem faced by the world every year, especially in Indonesia. Watsons Indonesia created an advertisement version of #GoGreenWithWatsons'NewSustainablePackaging that provides information and invitations to reduce the use of plastic. The purpose of this research is to describe the meaning of denotation, connotation, myth, and the meaning of advertising messages through Barthes' sign map: signifiers, denotation signs, connotation signs, and myths in the Watsons Indonesia advertisement version #GoGreenWithWatsons' NewSustainablePackaging on Youtube. The theories used are advertising, advertising messages, green advertising, meaning, semiotics, Roland Barthes semiotics, and Youtube. This research uses a descriptive method with a qualitative approach, data collection techniques through observation, interviews, and documentation. Then the data collected was analyzed using Roland Barthes semiotic analysis. The results in this study found the denotation meaning is the issue of plastic waste in Indonesia and Watsons makes packaging that can be a solution to the issue of plastic waste in Indonesia, the connotation meaning is about emotional and public awareness of the issue of plastic waste and the impact it has, the myth is the practical attitude of the public about plastic waste and trivializing a problem, and the message to be conveyed in this advertisement is an invitation to jointly protect the environment by reducing the use of plastic and increasing public awareness of environmental issues and the impact it has. The conclusion is that there are denotation, connotation, myth, and message meanings in Watsons Indonesia advertisements regarding environmental awareness.
BROADCASTING IN THE DIGITAL AGE : A BIBLIOMETRIC REVIEW OF ONLINE RADIO
The rise of online radio in the last twenty years has revolutionized the broadcasting industry, integrating conventional audio media with digital advancements. As audiences increasingly utilize streaming platforms and mobile devices for radio consumption, the function of online radio has markedly grown, providing global accessibility and transforming listener experiences. This bibliometric evaluation aims to deliver a thorough overview of internet radio research from 2000 to 2023, utilizing Scopus and WOS as the data source. The research utilizes ScientoPy and VOSviewer to monitor academic advancements, identify significant publications, and illustrate research patterns. This bibliometric analysis aims to examine the evolution of internet radio research, identify main topics, and delineate cooperation networks within academia and as it illustrates the media industry's adjustment to digitalization and uncovers the evolving dynamics in audience interaction, content delivery, and media convergence. By conducting a thorough study of 202 peer-reviewed articles, this article delineate key research domains like the convergence of radio and social media, the technological obstacles of digital broadcasting, and the impact of mobile applications on audience growth. The investigation indicates an increasing focus on audience engagement and personalization in internet radio content. The results highlight the swift expansion of online radio research, marked by substantial contributions from both academic institutions and industry collaborations. Principal research clusters encompass technology breakthroughs, media policy, and the influence of artificial intelligence on content curationThis study offers significant insights for media experts, broadcasters, and politicians seeking to comprehend the future direction of radio in the digital age.
THE ROLE OF OPINION LEADERS IN DIGITAL COMMUNICATION NETWORKS: A SOCIAL NETWORK ANALYSIS STUDY ON STARLINK CONTENT ON YOUTUBE
This research aims to identify the key actors involved in Starlink-related content shared by the @NanangMrk YouTube channel and examine their roles, numbers, and impacts within the communication network. The study employs an exploratory quantitative approach, utilizing Social Network Analysis (SNA) with Gephi 0.10.1 software. The research analyzed 2,721 comments from Starlink content posted by @NanangMrk between May 19-20, 2024, and sampled 2,128 actors or nodes using netlytic.org (communalytic.org) data collection techniques. This study was guided by the innovation diffusion theories. Findings reveal that the communication network's most influential actors connecting with others are @NanangMrk, @agps4418, @dedy6885, @MAKI-db9it, and @Mojojoba. Closeness centrality values indicate that 51 actors have strong connections with others, whereas betweenness centrality analysis demonstrates that @NanangMrk functions as a key communication link between clusters. As a significant opinion leader, @NanangMrk has extensive connections within the network, rendering these actors the most reliable sources of information or opinion leaders for promoting the Starlink product. The network is substantial, but the communication intensity is relatively low, decentralized, and predominantly unidirectional, with a small system diameter and radius. Consequently, it was concluded that utilizing YouTube's social media platform effectively disseminates information and reaches a broader audience regarding Starlink. Future research should incorporate group-level analyses with diverse themes.
INTEGRATED MARKETING COMMUNICATION IN VERTUE HOTEL
This research analyzes the implementation of Integrated Marketing Communication (IMC) at Hotel Vertu Harmoni Jakarta, which plays an important role in supporting its brand image as a premium business hotel amidst intense competition. Using a descriptive qualitative approach with a case study method, this research is based on Kotler and Keller's IMC concept, Karl Weick's organizational information theory, and the macro communication model. The results show that the hotel successfully combines all eight IMC elements, including advertising, sales promotion, public relations, social media marketing, and personal selling, which are implemented effectively. Social media became the primary tool for communicating with the target audience through interesting content that increased engagement and strengthened the hotel's image. Consistency of messages across various media is maintained with integrated collaboration between the marketing team and other departments, which is key to an effective strategy in supporting and strengthening the brand image of Hotel Vertu Harmoni Jakarta.
MEDIA RELATIONS STRATEGIES OF PUBLIC RELATIONS IN PEATLAND AND MANGROVE RESTORATION AGENCY (BADAN RESTORASI GAMBUT DAN MANGROVE-BRGM) IN ENVIRONMENTAL ISSUES REPORTING
Indonesia with the fourth-largest peat ecosystem and the largest mangrove forest, has experienced significant damage. The government has formed the Peat and Mangrove Restoration Agency (BRGM) to accelerate restoration and rehabilitation. The success of BRGM depends on community participation, with media relations as the key to increasing awareness and participation in restoration efforts. This study aims to understand the media relations strategy of BRGM Public Relations in reporting environmental issues. This study uses the Communicative Constitution of Organizations (CCO) theory to understand the media relations strategy of BRGM Indonesia Public Relations. This study uses a descriptive qualitative approach to examine the media relations strategy of BRGM Indonesia Public Relations in reporting environmental issues. Data were collected with an in-depth focus on media relations to provide its significance and benefits for the organization and the community. The results of this study indicate that BRGM's communication constitution includes organizational communication, communication channels, information procedures, and organizational responsibilities to ensure effective, transparent, and consistent communication both internally and externally. The success of BRGM's media relations strategy is reflected in more than 50% positive news coverage and awards as an Informative Public Agency.
CONTENT ANALYSIS OF SHARENTING IN TIK TOK ACCOUNT @LIZZEBETHMUAA
Sharenting comes from two words, "oversharing" which means sharing excessively and "parenting" which means taking care of children. The real meaning is the activity of parents uploading videos or photos of their children on social media, one of which is TikTok. Through TikTok, parents want to provide parenting insights, share practical tips, and make children's digital albums, as well as present moments of happiness that entertain social media users. This study examines sharenting behaviour on Elisabeth Lieanti's TikTok account using a qualitative content analysis method aimed at analysing indications of Elisabeth Lieanti's sharenting behavior from the media content on the TikTok account @lizzebethmuaa. This study uses media content theory to observe and analyze media content on the TikTok account @lizzebethmuaa which indicates sharenting behaviour. The results of this study indicate that sharenting can be used as a useful educational tool for TikTok users. Sharenting in the TikTok account @lizzebethmuaa reflects the use of new media by parents to spread messages about their children's lives and provides insight into the use of social media in shaping family narratives. This social media also functions as a learning tool and facilitates social interaction.
LOYALTY OF RADIO LISTENERS IN REVIEW OF BROADCAST PROGRAMS AND BROADCASTERS COMMUNICATION STYLE
Radio stations continue to survive in the digital era, even with Generation Z’s preference for digital content. Despite a decline in radio listenership, stations like Prambors still provide entertainment and information to the public. Success is not solely determined by diverse broadcast programs, but also by listener involvement, which fosters loyalty. This research, titled "The Influence of Broadcast Programs and Broadcaster Communication Style on the Loyalty of Prambors Radio Listeners," uses quantitative methods and the Uses and Gratification Theory. Data were collected using a questionnaire and analyzed with the Lemeshow formula for an unknown sample size. The findings reveal that the Prambors Night Shift program and broadcaster communication style influence listener loyalty by 52.2%, with the remaining 47.8% influenced by other factors. Broadcast programming is central to the listening experience, combining music, talk shows, and interactive segments to cater to listener preferences. From the program and broadcaster’s communication style, listeners can choose content that engages them, leading to loyalty. The study highlights that the Night Shift program and communication style have a significant impact on listener loyalty, suggesting that focusing on these elements is key to retaining and growing a loyal audience.
DISCOURSE NETWORK ANALYSIS OF THE ISRAELI PRODUCT BOYCOTT ISSUE ON THE ONLINE MEDIA PLATFORM DETIK.COM
The boycott of Israeli products has become a trending topic in Indonesia as a form of support for Palestine and rejection of Israeli actions that are considered to violate human rights. This trend is growing through social media and digital platforms, to encourage participation in the boycott of Israeli products. This research aims to find out the news of the boycott of Israeli products on Detik.com through Discourse Network Analysis (DNA) with the aim of knowing the actors related to the news of the boycott of Israeli products and to find out the parties who support and reject the boycott of Israeli products. Pro and con statements on the news of the boycott of Israeli products on Detik.com were studied using Discourse Network Analysis (DNA) and network visualization using Visone software. The use of DCF theory refers to groups of actors forming and promoting discourse to influence policy or social issues. The results of the study based on news related to the boycott of Israeli products that have been collected from December 14, 2023 to March 14, 2024, there are 25 news with 55 statements from 25 actors. 5 categories were found with 80% positive statements and 20% negative statements. All statements that have been submitted provide news results that are more supportive of boycotts in response to Israel's actions against Palestine.
VAN DIJK'S DISCOURSE ANALYSIS OF PALESTINE VS ISRAEL COVERAGE ON NBC NEWS AND LIPUTAN6
The issue of the Palestine vs Israel dispute peaked again in mid-2023. This made the whole world's eyes focused on the issue and many parties then expressed various views. This research aims to explore the differences and similarities in the reception of discourse on the Palestinian-Israeli conflict between the international community and Indonesia. The data was taken from comments on two videos uploaded by two major media outlets, namely NBC News and Liputan6, with the titles 'Inside Israel's mission to destroy Hamas tunnels in Gaza' (NBC News) and Militer Israel Tur di Reruntuhan Gaza | Liputan6' (Liputan6) on YouTube. NBC News is a well-known international media based in the United States that presents news with a Western perspective, while Liputan6 is an Indonesian media that is followed by local people with a perspective from the public. This study focuses on the social dimension of Van Dijk's discourse analysis. Comments are pulled using Communalytic and a few that have more than equal to a hundred likes. The results obtained were fourteen comments that had several likes of more than 100 likes, identified as the dominant agents in the comment column. Judging from the factors of cultural values and norms as well as ideology and social identity, each audience that commented on the NBC News and Liputan6 video shows had a different impression of Hamas and Palestinians.
DIGITALIZATION OF EDUCATIONAL TELEVISION BROADCASTS: A PUBLIC RELATIONS PERSPECTIVE ON UGTV
The Ministry of Communication and Information Technology of Indonesiabeginsto implement the Analog Switch-Off (ASO), discontinuing analog television broadcasts in Indonesia, starting on November 2, 2022. This implementation of ASO presents new opportunities and challenges not only for the national television industry but also for UGTV, Indonesia’s first digital educational community television. One strategy to increase the number of viewers is by leveraging various digital platforms such as live streaming and social media. This study aims to analyze the Public Relations strategies employed by UGTV in response to the digitization of television broadcasts. The research uses the SOSTAC approach to analyze the strategies within the Public Relations context. The Situation Analysis element uses SWOT, revealing that UGTV's main strength lies in its technological readiness. However, a notable weakness is the limited content production capability dueto regulations governing community television. The opportunities for UGTV include potential collaborations with various institutions and broader broadcast reach through streaming services. However, the threat comes from the increasing number of broadcasts available on Over the Top (OTT) platforms, necessitating UGTV to partner with various OTT service providers to reach its audience. UGTV’s objective is to expand its viewer base beyond students and faculty members. The strategy employed is to serve as a broadcasting medium for various activities organized by both government and private institutions. The tactics involve integrating all television broadcast content with social media platforms, making it more accessible to all stakeholders.