AT-TAWASUL

REPRESENTASI EMANSIPASI PEREMPUAN DALAM FILM ‘GADIS KRETEK’: KAJIAN SEMIOTIKA BUDAYA JAWA

Belinda Zhalsabila Rusady — 2025-12-02

The research focuses on representation of women in patriarchal culture which often conflines them. The film Gadis Kretek presents female character who attempt to negotiate their space amid male dominance, making it relevant to study in the context of emancipation. The aim of this research is to examine how women’s emancipation is represented through Roland Barthes’ semiotics, Naila Kabeer’s empowerment theory, and Javanese cultural values. This research employs a qualitative method with semiotic analysis. Data were collected purposively from selective scenes and analyzed through the stages of denotation, connotation, and myth. The findings are then connected to the framework of resources-agency-achievement and to Javanese cultural values such as eling lan waspada and nrimo ing pandum. The results show that the character Dasiyah possesses resources in the form of knowledge and skills in tobacco, agency through her courage in decision-making and in facing discrimination, and achievement reflected in the creation of new spaces for women in the kretek industry. Javanese cultural values provide an ethical foundation emphasizing awareness and patience, which are reinterpreted to support emancipation

STRATEGI PEMASARAN DIGITAL WARUNG MAKARI UNTUK MENINGKATKAN JUMLAH PEMBELI MELALUI MEDIA SOSIAL INSTAGRAM

Suryanata Amirullah — 2025-12-02

This study aims to analyze the digital marketing strategies implemented by Warung Makari in increasing the number of customers through Instagram by examining Warung Makari's digital marketing strategy using the Integrated Marketing Communication (IMC) approach from Don Schultz's perspective, as well as identifying the obstacles and efforts undertaken to increase customer acquisition. Data collection techniques were carried out through observation and interviews with informants directly involved in Warung Makari’s marketing management. The strategies reviewed include advertising, sales promotion, personal selling, direct marketing, public relations, event & experience, word of mouth, sponsorship, marketing public relations, and packaging. The results of the study indicate that Warung Makari has implemented an integrated digital marketing strategy through various channels, with a primary focus on Instagram. Efforts such as the use of paid advertising, collaborations with influencers, storytelling, and active customer engagement have proven effective in strengthening consumer relationships and expanding market reach. However, several obstacles were identified, such as limited human resources, suboptimal promotional and direct marketing programs, and constraints in organizing offline events. Warung Makari has also undertaken several improvement strategies to address these challenges, including optimizing social media content, conducting regular promotions, and planning to add human resources for digital marketing management.

Pemanfaatan Media Sosial Instagram Pada Akun @studiokopi.smd Sebagai Media Pemasaran Kepada Pelanggan

Usamah Maulid Saputra Sati — 2025-11-22

Penelitian ini membahas pemanfaatan media sosial Instagram pada akun @studiokopi.smd sebagai media pemasaran untuk meningkatkan loyalitas pelanggan. Latar belakang penelitian berangkat dari berkembangnya penggunaan media sosial sebagai sarana promosi yang efektif, termasuk bagi pelaku usaha lokal seperti Studio Kopi di Samarinda. Penelitian ini bertujuan untuk mengetahui strategi komunikasi pemasaran Studio Kopi melalui Instagram serta efektivitasnya terhadap perilaku pelanggan. Metode yang digunakan adalah pendekatan kualitatif deskriptif dengan teknik pengumpulan data berupa observasi, wawancara semistruktur, dan dokumentasi. Analisis dilakukan menggunakan model analisis interaktif Miles, Huberman, dan Saldana serta teori AIDA dalam bauran komunikasi pemasaran. Hasil penelitian menunjukkan bahwa Studio Kopi memanfaatkan berbagai elemen komunikasi pemasaran, seperti periklanan, promosi penjualan, humas dan publikasi, penjualan pribadi, serta pemasaran langsung melalui fitur-fitur Instagram. Strategi tersebut terbukti meningkatkan perhatian, minat, keinginan, dan tindakan pelanggan, sehingga mendukung peningkatan loyalitas. Simpulan penelitian menegaskan bahwa Instagram menjadi media pemasaran yang efektif, mudah diakses, dan hemat biaya dalam memperkuat hubungan Studio Kopi dengan pelanggan.

Pengaruh Strategi Publisitas Politik terhadap Preferensi Pemilih dalam Pemilihan Kepala Daerah Jawa Barat

2025-11-22

Publisitas politik memainkan peran krusial dalam proses politik, terutama selama masa kampanye Pilkada. Di era digital dan keterbukaan informasi, penggunaan media secara efektif oleh calon kepala daerah menjadi kunci dalam membangun citra dan mempengaruhi persepsi pemilih. Jawa Barat, sebagai salah satu provinsi terbesar dan terpadat di Indonesia, selalu menjadi sorotan dalam Pilkada karena pengaruh media dan publisitas terhadap hasil pemilu. Provinsi ini memiliki potensi luar biasa dengan keanekaragaman wilayah, mulai dari kota-kota besar hingga desa dan pesisir yang kaya sumber daya alam. Pemilihan Kepala Daerah (Pilkada) Jawa Barat 2024 merupakan salah satu ajang politik yang sangat penting, mengingat posisi strategis provinsi ini sebagai salah satu wilayah dengan jumlah penduduk terbesar dan ekonomi terbesar di Indonesia setelah DKI Jakarta. Pilkada kali ini diharapkan dapat menghasilkan pemimpin yang mampu mengatasi berbagai tantangan besar yang dihadapi oleh Jawa Barat, seperti ketimpangan pembangunan antar wilayah, kemacetan, pengelolaan sumber daya alam yang berkelanjutan, serta penanggulangan masalah sosial-ekonomi yang masih ada, termasuk kemiskinan dan pengangguran. Penelitian ini bertujuan untuk menganalisis dinamika politik yang terjadi dalam Pilkada Jawa Barat 2024, dengan fokus pada faktor-faktor yang memengaruhi pilihan pemilih dan bagaimana strategi kampanye para calon gubernur dalam menghadapi isu-isu utama. Faktor-faktor seperti popularitas calon, dukungan partai politik, kampanye melalui media sosial, dan pengalaman calon dalam pemerintahan menjadi elemen penting yang berpotensi menentukan arah Pilkada ini. Selain itu, isu-isu sosial, ekonomi, dan kebijakan publik juga akan memainkan peranan besar dalam membentuk persepsi pemilih.

KOMUNIKASI POLITIK EDY MULYADI DALAM AKUN YOUTUBE PRIBADI KAJIAN PERSONALISASI: KAJIAN PERSONALISASI DAN STRATEGI KOMUNIKASI

Annisa Fatika — 2025-08-29

his study explores Edy Mulyadi’s political communication on his personal YouTube channel by focusing on two core aspects: political personalization and alternative communication strategy. A descriptive qualitative design combined with Fairclough’s Critical Discourse Analysis was employed. Data were collected from 5–10 politically relevant videos using non-participant observation, verbatim transcription, visual documentation, and audience-comment analysis. Findings reveal that Edy constructs a personalized political identity by presenting himself as a spokesperson for marginalized communities through emotive language, Islamic symbols, casual attire, and physical proximity to grassroots subjects. He avoids party emblems, emphasizes authenticity, and cultivates an anti-elite image. His strategy is alternative: YouTube functions as a counter-hegemonic arena, free from mainstream media and party control, enabling unfiltered critiques of oligarchy, corruption, and social inequality to circulate widely. The resulting discourse underscores distributive justice, religious values, and inclusive nationalism. These insights demonstrate the capacity of digital media to operate as a site of political resistance and show that personalization can be an effective tool for fostering public trust within contemporary digital democracy.

STRATEGI JURNALIS ISLAM DALAM DAKWAH DI ERA DIGITAL

Naufal Tijani — 2025-08-27

This study aims to analyze: how da'wah strategies are implemented in the digital era, and secondly: what is the role of Muslim journalists in developing da'wah. From these problems, the author collected relevant data using a qualitative approach, describing the problem as a research priority. The results of the study indicate that journalism can be defined as the activities of journalists in searching, collecting, and processing data to produce interesting news. These journalistic activities are then continued by disseminating it to the public through print, electronic, and digital media. Journalism is the art of covering, writing, and disseminating information, as well as a profession. Because in this profession, expertise and work are required according to their expertise so that the person receives compensation. The development of communication and information technology through the Internet has had an impact on changes in information distribution. Information distribution is increasingly rapid, and the audience also receives it quickly. Therefore, the role of Muslim journalists in developing da'wah, besides functioning as a tool for information, education, and entertainment, also as a spiritual guide or developing the mission of amar ma'ruf nahi munkar.

PERBANDINGAN FRAMING MEDIA ONLINE DALAM PEMBERITAAN TARIF IMPOR AMERIKA SERIKAT TERHADAP INDONESIA

Fitria Akmal — 2025-08-08

The United States' import tariff policy against Indonesia in 2025 has sparked diplomatic dynamics and public debate, particularly after President Donald Trump announced a tariff reduction from 32% to 19%, accompanied by Indonesia's commitment to purchase Boeing aircraft, energy, and agricultural commodities from the United States. This study aims to compare the news framing of this policy in four national online media outlets: Kompas.com, Liputan6.com, CNBC Indonesia, and CNN Indonesia. The method used is Robert N. Entman's framing analysis, focusing on four framing elements: defining problems, diagnosing causes, making moral judgments, and suggesting remedies. The results show differences in perspective: Liputan6.com emphasizes diplomatic achievements, CNBC Indonesia links tariff reductions to trade-offs regarding purchasing obligations, Kompas.com emphasizes risks to industry and trade imbalances, while CNN Indonesia highlights four conditions for policy implementation. The study's conclusion confirms that media use framing to direct public interpretation, ranging from policy legitimacy to criticism of sovereignty, and confirms the relevance of Entman's model for analyzing political-economic issues in Indonesia

CONTENT MARKETING STRATEGY IN BUILDING ENGAGEMENT OF INSTAGRAM FOLLOWERS OF CEK FAKTA

Moura Saffanah — 2025-08-08

The development of technology makes it easier for people to send information to each other, create information, and reduce information. The abundance of information is accompanied by the unstoppable growth of hoaxes. One of the efforts to counterbalance the spread of hoaxes is by spreading fact-checked news. So fact-checked news needs to be marketed with unique packaging and distributed through easy-to-use media with strategies aimed at building audience interaction and engagement with fact-checked news content. Engagement is an important factor to see the interest and response of the audience. The purpose of this study is to describe, analyze and understand the content marketing strategy of the @tempo.cekfakta Instagram account in building follower engagement. This research data collection was carried out using interview techniques to 6 research informants, observation of the @tempo.cekfakta account, documentation of concepts relevant to the research raised, and expert informants. The results of this study show that @tempo.cekfakta applies content marketing stages which include goal setting, audience mapping, content planning, content production, content distribution, content amplification, content evaluation, and content reinforcement in building follower engagement. It can be concluded that the engagement of @tempo.cekfakta followers can be higher than similar accounts due to the impact of the consistency of account uploads, the content format in the form of short videos, the use of hosts as storytellers, and the use of audiovisuals

PERAN PESANTREN DALAM MENGIMPLEMENTASIKAN LAYANAN BIMBINGAN KELOMPOK MELALUI KOMUNIKASI EDUKATIF

M. Rizki Army — 2025-08-08

Pesantren (Islamic boarding schools) play a pivotal role in shaping students' character and moral behavior. However, recent years have seen a rise in negative behaviors among students, including lack of discipline, verbal bullying, and exposure to inappropriate content. This study aims to examine the implementation of group counseling services based on educational communication in reducing deviant behavior at Pesantren Modern Al-Manar, Aceh Besar. Employing a descriptive qualitative approach, data were collected through participatory observation, in-depth interviews, and document analysis. The findings reveal that group counseling at the pesantren is conducted systematically through halaqah sessions, guided discussions, and reflective meetings with mentoring teachers. The approach emphasizes reflection, emotional support, and the internalization of Islamic values rather than punitive measures. Islamic teachings form the foundation of each session, incorporating lessons from the Prophet Muhammad’s character and the principles of tazkiyah (self-purification). While this model effectively mitigates negative behavior, challenges remain, particularly the shortage of trained facilitators and limited physical resources. The study concludes that a collaborative and religious-based group counseling approach serves as a relevant and adaptable character-building model that can be replicated in other Islamic educational institutions. These findings contribute to the development of contextual counseling practices in pesantren and offer practical insights for policy-making in character education grounded in local values and Islamic spirituality

STRATEGI MEDIA RELATIONS DALAM MENDUKUNG PEMBANGUNAN TOL LISTRIK SULAWESI TAHAP 1

Aidia Syafitri Madia — 2025-08-27

This research analyzes the media relations strategy implemented by PT PLN (Persero) South Sulawesi Development Parent Unit (UIP SulbagSel) in supporting the construction of the Sulawesi Electricity Highway Phase 1. This electricity infrastructure development aims to increase the capacity of energy supply in Sulawesi, which is expected to support economic growth and industrialization. In this context, media relations plays an important role in strengthening the company's image and ensuring the smooth running of the project. This research used a descriptive qualitative approach, with in-depth interviews, field observations, and documentation review as data collection methods. The research findings show that PLN UIP SulbagSel carries out media relations based on central regulations with a contextual and segmented strategy, which includes selecting media according to the type of information and audience. In addition, this strategy focuses on publicity, image management and crisis communication. With a structured planning approach, PLN UIP SulbagSel manages relationships with the media through systematic work planning and careful media mapping. The results of this study contribute to the development of communication theory and media relations practice in the context of major infrastructure development in Indonesia

FRAMING DETIK.COM DAN LIPUTAN6.COM TERHADAP CITRA POLITIK RIDWAN KAMIL DALAM ISU KORUPSI BJB

Ahmad Sampurna Rambe — 2025-08-17

This study aims to analyze the media framing by Detik.com and Liputan6.com regarding the political image of Ridwan Kamil in the context of the alleged Bank Pembangunan Daerah Jawa Barat dan Banten (BJB) corruption case. The issue attracted public attention due to Ridwan Kamil's position as President Commissioner of Bank Pembangunan Daerah Jawa Barat dan Banten (BJB), making it politically significant. The research employs a qualitative descriptive approach using Robert N. Entman’s framing analysis model, which includes four key elements: problem definition, causal interpretation, moral evaluation, and treatment recommendation. Data were collected through documentation of online news articles published by both media outlets up to May 2025. The findings reveal that Detik.com tends to frame the issue explicitly and with a sensational tone, highlighting Ridwan Kamil as a central figure in the case and thus shaping a negative perception of his integrity and credibility. In contrast, Liputan6.com reports the issue more neutrally and procedurally, portraying Ridwan Kamil as someone not yet proven legally involved, and maintaining balanced information to avoid premature public judgment. This contrast in framing significantly affects the construction of Ridwan Kamil's political image in the digital public sphere. The study concludes that media plays a crucial role in shaping public perception of political figures, and that framing choices can substantially influence a leader’s perceived integrity, capability, and credibility

PENERAPAN STRUKTUR TIGA BABAK DALAM PENULISAN NASKAH PADA PRODUKSI VIDEO FEATURE “PENJAGA NAPAS SENI WAYANG GOLEK”

Aisyah Cryshanty Salsabila — 2025-08-15

Scriptwriting plays a role in designing stories, scenarios, and narratives that form the basis for the production of various media, including video features. As the main guide for the production team, the script must be structured so that it can be easily understood. The purpose of this research is to analyze the three-act structure in writing the script of the video feature “Keeping the Breath of Wayang Golek Art” with the theme of Padepokan Giri Harja's efforts to maintain the existence of wayang golek in the midst of modernization. The method used is a three-act structure, which consists of Act I (Introduction) introducing the history of wayang golek and Padepokan Giri Harja, Act II (Conflict) describing the various challenges faced, and Act III (Resolution) showing solutions to maintain the sustainability of this art. The production process of this video feature goes through pre-production, production, and post-production stages. The application of this structure helps to build a systematic flow, maintain the continuity of the narrative, and strengthen the message to be conveyed. With a fact-based writing approach and effective storytelling strategies, it is hoped that this video feature can increase public awareness of the importance of preserving wayang golek as a cultural heritage that has historical and philosophical value for Indonesia

PENERAPAN NARASI SUGESTIF DALAM PENULISAN NASKAH PADA VIDEO FEATURE QUIET QUITTING

Helen Syahnia Raemada — 2025-08-15

The feature video Quiet Quitting: The Balance Within explores the quiet quitting phenomenon, where employees work within their responsibilities without extra effort for work-life balance. This study analyzes the use of suggestive narration in its script. A qualitative descriptive analysis with a script study approach examines its application within the Three-Act Structure (introduction, development, resolution). The findings show that suggestive narration effectively enhances audience engagement through meaningful diction, figures of speech (metaphor, personification, hyperbole), and visuals that reinforce the narrative. The introduction presents quiet quitting through personal experiences, the development illustrates its psychological impact on workers, and the resolution offers expert insights as solutions. This study confirms that suggestive narration strengthens audience comprehension of social issues and deepens emotional connection to the story

PENGARUH TERPAAN MENONTON FILM DUA GARIS BIRU TERHADAP REMAJA TENTANG HUBUNGAN SEKSUAL PERNIKAH

Galih Pratama — 2025-08-29

Film is a communication medium that can create or have an effect on the audience. Films not only function for entertainment, but also as a means of information and education. Therefore, in today's increasingly modern era, we as users of communication media must be wise in choosing what to watch because if we make the wrong choice it will have a bad influence, especially on children and teenagers who are searching for their identity. The film that is the focus of the research is the film Two Blue Lines. In this study, researchers wanted to find out what attitudes teenagers in Ciawi District, Bogor Regency, would have regarding premarital sexual relations after watching the film Two Blue Lines and how big their influence was. This research uses a quantitative approach with data collection techniques using a questionnaire via Google Form to 100 respondents. The sampling technique uses Purposive Sampling Technique. The theories used by researchers are the Stimulus Organism Response (S-O-R) theory, and the Media Exposure Theory. The results of this study show that there is an influence of exposure to watching the film Dua Garis Biru on teenagers regarding premarital sexual relations in Ciawi District, Bogor Regency with a positive correlation level of 1.668 and the film Dua Garis Biru has an influence of 45% on teenagers' attitudes towards premarital sexual relations in Ciawi District, Regency. Bogor

ANALISIS KONTEN DAKWAH FAHRUDDIN FAIZ DALAM PODCAST SPOTIFY

Toni Hartono — 2025-08-29

The development of digital technology has driven significant transformations in various aspects of life, including in the way Islamic da'wah is delivered. Digital media such as podcasts are now a strategic alternative in reaching a wider audience, especially the younger generation who are familiar with digital audio platforms such as Spotify. This study aims to analyze the da'wah strategy carried out by Fahruddin Faiz in utilizing podcasts as a medium for spreading Islamic values. The study focuses on aspects of message content, delivery style, audience affordability, and its relevance to the spiritual needs of contemporary society. Through a qualitative approach with a content analysis method, this study examines three selected episodes of the Ngaji Filsafat podcast on Spotify. The results showed that Fahruddin Faiz packaged da'wah philosophically, reflectively, and communicatively with simple but profound language, making podcasts an inclusive, contemplative, and relevant da'wah space for modern society. Fahruddin Faiz's use of podcast media has proven to be an adaptive and contextual da'wah strategy in responding to the challenges of today's religious digitalization

PENDEKATAN EKSPOSISI DALAM PENYUTRADARAAN VIDEO FEATURE “MERAJUT ASA SEPATU LOKAL DI ERA DIGITAL”

Hisyam Maulana Adibakti — 2025-08-29

The decreasing interest in local footwear brands in the digital era presents a major challenge for creative industries in Indonesia. The feature video "Merajut Asa Sepatu Lokal di Era Digital" was directed using an expository approach to revive the value and potential of local shoe products, especially from Cibaduyut, Bandung. Through voice-over narration, expert interviews, and illustrative footage, this work aims to reshape public perception and raise awareness among Generation Z. This study explores the application of expository directing techniques and the director’s role in constructing an informative and visually compelling narrative. The research uses participatory observation, interviews, and content analysis of the produced video. The findings indicate that the expository approach is effective in delivering social and cultural messages while strengthening visual communication in local brand imaging amidst global brand dominance

"A'PANAI' LEKO' SEBAGAI MEDIA NEGOSIASI DAN PENGUATAN KEPERCAYAAN KELUARGA DALAM KONSELING PERNIKAHAN DI KABUPATEN GOWA"

Nana Khaerana — 2025-11-30

Tradisi A'panai' Leko' adalah serangkaian kegiatan budaya yang berasal dari masyarakat Bugis-Makassar, yang berfungsi sebagai langkah awal dalam pertunangan dan memiliki peran sebagai sarana komunikasi antara dua keluarga. Hal ini sangat penting karena membantu membuat suatu hubungan menjadi lebih serius, membantu membangun kepercayaan, dan menciptakan pemahaman sebelum upacara pernikahan. Masalah utama dalam penelitian ini adalah kurangnya pemahaman tentang pentingnya A'panai' Leko' sebagai salah satu pendekatan konseling pra-nikah yang dapat membantu pasangan mempersiapkan kehidupan mereka dalam rumah tangga dengan lebih matang. Penelitian ini bertujuan untuk menganalisis fungsi sosial, nilai komunikasi, serta potensi integrasi A'panai' Leko' dalam praktik bimbingan pra-nikah modern. Metode yang digunakan dalam penelitian ini adalah deskriptif kualitatif, dengan melakukan wawancara mendalam terhadap tokoh adat, pasangan yang telah menjalani A'panai' Leko', serta konselor keluarga. Data yang diperoleh dianalisis dengan cara reduksi, penyajian data, dan penarikan kesimpulan. Temuan dari penelitian ini menunjukkan bahwa A'panai' Leko' memberikan kontribusi yang signifikan dalam membentuk komitmen, kejelasan peran, dan kesiapan emosional pasangan. Selain itu, nilai-nilai yang terdapat dalam tahap-tahap A'panai' Leko', seperti musyawarah, kejujuran, dan kesepakatan bersama, selaras dengan prinsip-prinsip konseling keluarga. penelitian ini menekankan bahwa A'panai' Leko' tidak hanya sekadar ritual adat, tetapi juga memiliki nilai strategis sebagai pendekatan penyuluhan pra-nikah yang didasarkan pada kearifan lokal. Penggabungan tradisi ini dalam praktik bimbingan modern dapat memperkuat ketahanan keluarga dan mengurangi kemungkinan terjadinya konflik dalam pernikahan