Proceeding of Creative and Collaborative Communication Conference (CCOMM)
Reimagining Strategic Communication in the Age of Artificial Intelligence
Artificial Intelligence (AI) has become a pivotal force reshaping the practice and theory of strategic communication. Organizations increasingly rely on Natural Language Processing (NLP) and its applications—such as sentiment analysis and automated content generation—to manage stakeholder relationships, monitor public discourse, and optimize communication strategies. Drawing upon insights from the presentation Reimagining Strategic Communication in the Age of AI, this article critically examines the opportunities and challenges posed by AI integration in strategic communication. Through a qualitative conceptual analysis supported by contemporary scholarly literature, this study argues that while AI enhances efficiency, scalability, and data-driven decision-making, it simultaneously introduces ethical risks related to authenticity, creativity, trust, and accountability. The discussion highlights the paradox of AI mediated communication, where technological sophistication may undermine relational and symbolic dimensions central to strategic communication. This article proposes a human-centered hybrid framework that positions AI as an assistive intelligence rather than an autonomous communicator. The findings contribute to ongoing debates in strategic communication scholarship by emphasizing the need for ethical governance, contextual sensitivity, and the preservation of human agency in AI-driven communication environments.
Copyright (c) 2026 Proceeding of Creative and Collaborative Communication Conference (CCOMM)
Generative Artificial Intelligence and Zero-Click Search
This study investigates the transformative impact of Generative Artificial Intelligence (Generative AI) and zero-click search on website traffic and the business models of online media. As AI-powered search engines shift from providing links to delivering synthesized answers directly on search engine result pages (SERPs), traditional metrics like click-through rates and site visits are rapidly declining. Using a qualitative-descriptive approach based on content analysis and literature review, this paper highlights the behavioral shift among users—from information exploration to instant gratification—and its implications for ad-based and subscription-driven revenue models. Findings show a significant reduction in both organic and paid CTRs, particularly for non-branded informational queries. The study also explores legal tensions around AI training on copyrighted content, as well as emerging adaptive strategies including entity optimization, premium content offerings, and direct audience engagement. The research concludes that media companies must redefine success metrics, personalize content through AI, and develop resilient business models to remain competitive in an evolving digital ecosystem.
Artificial Intelligence and the Quest for Truth: Navigating Misinformation in Digital News Environments
In an age where artificial intelligence (AI) is reshaping communication and media landscapes, the challenge of discerning truth from misinformation has intensified. This paper explores the intersection of AI and digital news consumption, focusing on how audiences navigate the complexities of information in the digital realm. Utilising a problem-solution framework, the study investigates AI's role in perpetuating and combating misinformation and proposes strategies for enhancing digital literacy and critical thinking among news consumers. This paper reveals users' experiences as they grapple with the overwhelming influx of information through a descriptive phenomenological research approach, including in-depth interviews and thematic analysis. The findings underscore the necessity of integrating AI tools in media literacy initiatives, fostering a more informed public capable of navigating the digital information environment effectively.
An Examination of TikTok's Content Governance: Alignment Between Policy and Practice
This paper explores TikTok’s platform-level content governance by assessing whether its moderation policies align with the actual outcomes of its “For You Page” (FYP) algorithm. Using a mixed-methods approach, analysing video engagement data and reviewing platform guidelines, we evaluate TikTok’s claim that content relevance, not creator popularity, drives recommendations. Results show that while lesser-known creators can gain visibility, the algorithm strongly favours entertaining content with positive emotional tones, suggesting subtle biases. A cross-platform comparison with YouTube and Instagram reveals similar trends: all three platforms amplify polished, mainstream content while often marginalizing niche or socially significant voices. Reports from marginalized creators, highlight concerns of algorithmic demotion and "shadow banning" (Eltaher et al., 2025). These findings raise questions about transparency, fairness, and accountability in algorithmic governance. With regulatory frameworks like the EU’s Digital Services Act now in play, platforms face increasing pressure to make their recommender systems auditable and equitable. The paper concludes by calling for clearer policy enforcement, independent algorithm audits, and stronger safeguards to protect content diversity and creator equity.
Negotiating the New: Finding The Common Ground To Integrate AI into Early Applied Design Education for Industry Readiness
How can AI support creativity without compromising foundational skills in design education? This study reports on an educational innovation grant project conducted in a first year interior design course at Petra Christian University. AI was introduced not as a design generator but as an ideation partner. Students began with manual sketching based on field research of historical architecture in Surabaya’s Old Town. They gradually learned to enhance their sketches using free AI tools (ChatGPT, Gemini, Canva, and Photopea). Collaborative work with fashion design students aimed to add contextual narrative layers for users and reinterpret Art Deco elements into spatial and wearable concepts. The research was conducted in a mixed-method design by observing design thinking applied in both studios while incorporating AI in the design process, peer review to enhance collaborative design development between 2 studios, and quantitative evaluation through a questionnaire. The questionnaire was disseminated as a post-studio evaluation and completed by 54 students from both studios. Findings from the questionnaire and instructors’ observations indicate that, rather than diminishing creativity, AI has helped students gain clarity in early design decisions and encouraged the intentional use of manual techniques. However, challenges remain in students' prompt-building capabilities and understanding of scale, interior spatial senses, fashion details constraints, and authorship in AI-generated images. This paper reflects on the pedagogical implications of AI as both opportunity and disruption, advocating for a balanced, human centred curriculum where technology serves—but does not replace—designer intuition.
Examining The Scholarly Literature on The Methods of Political Communication in Indonesia
This study systematically reviews the evolution of political communication research in Indonesia from 2004 to 2024, emphasizing East Java as a dynamic sub-national context within the country’s democratic transition. It bridges theoretical and regional gaps by integrating the agenda-setting, framing, and mediamorphosis theories to interpret the shifting landscape of political discourse. Using a PRISMA-based protocol, data from national and international publications were thematically analyzed to trace conceptual developments and methodological trends. The findings indicate a transformation from traditional mass media to algorithmic digital platforms that reconfigure campaign strategies, issue salience, and public framing in both national and local arenas. Through the lens of mediamorphosis, this shift illustrates how media convergence and technological adaptation reshape participatory democracy and regional political engagement. However, existing studies remain urban- and elite-oriented, often neglecting local language, rural participation, and everyday communicative practices. This review contributes a synthesized theoretical framework and a regional perspective to understand Indonesia’s mediated democracy, while recommending ethnographic and discourse-based approaches to capture the lived realities of political communication across diverse local contexts.
State Dysfunction in the Film “Borderless Fog”
In the context of media, film as a mass media can influence and reflect the reality of life in society. This research addresses the lack of studies examining how reality is represented in the movie in Indonesian border narratives. For people in the middle of an area, it is often difficult to see the reality that is taking place in border areas, especially in Indonesia. The film Borderless Fog by director Edwin is one of the films that depicts the border setting in Indonesia-Malaysia. This study uses a qualitative approach with a semiotic analysis research method from Ferdinand de Saussure which examines meaning through a system of signifiers and signified. This study presents the dysfunction of the state contained in the Borderless Fog film scene which shows the lack of supporting infrastructure, human trafficking, illegal logging, and corruption within state institutions. State dysfunction is depicted in the form of the state's absence in providing basic services, as well as the involvement of officials in illegal practices, which should be the government's job to fix.
Smart Government Empowering Communities for Green Initiatives
This research examines communication between government entities and citizens within the context of smart government, where digital communication tools are utilized to effectively address citizens’ needs. The study particularly focuses on smart government from the perspective of two-way communication, emphasizing how reciprocal interaction between the government and citizens fosters transparency, trust, and collaborative problem-solving in the digital era. We employed netnography, a methodological approach rooted in online ethnography, to explore recent discourse between the government and citizens in the realm of smart government development, with particular focus on their daily interactions as key stakeholders. The study uncovers a dynamic landscape of reciprocal communication between government agencies and citizens, where social media platforms serve as the linchpin for information exchange, feedback mechanisms, and collaborative problem-solving. Community representatives in this communication ecosystem include local digital mass media, opinion leaders, and concerned individuals who advocate for more effective waste management practices as part of green initiatives within the city. Our findings demonstrate that social media enhances smart government–citizen communication, with local digital media amplifying citizens’ voices and opinion leaders acting as catalysts for information exchange. Social media also challenges the culture of conventional bureaucracy, which is hierarchical and characterized by tiered vertical communication. The netnographic analysis reveals digital collaborative efforts aimed at achieving more efficient and eco-friendly waste management strategies as one of the major urban problems. In this context, smart government refers to the wise management of alternative communication channels to address issues of high urgency.
The Effectiveness of Prilly Latuconsina as Implora Cosmetics Brand Ambassador on Instagram Followers @prillylatuconsina96
Implora Cosmetics is a cosmetics company established in Sidoarjo in 2004. The company implements a marketing public relations strategy by appointing popular local celebrities as brand ambassadors to attract public attention. A brand ambassador is a representative of a company who helps increase audience awareness of the brand. One recent example was the appointment of Prilly Latuconsina as the brand ambassador for the Implora Urban Series campaign, #BeraniJadiAku. The campaign utilizes Instagram as the main platform to deliver messages to the audience. This study examined the effectiveness of Prilly Latuconsina as an Implora Cosmetics brand ambassador, by employing Ohanian's (1990) Source Credibility Theory, which encompasses three dimensions: trustworthiness, expertise, and attractiveness. The research employed a descriptive quantitative method with purposive sampling. The data were collected through an online survey using Google Forms, with 100 respondents. The findings indicated that Prilly Latuconsina was perceived as an effective brand ambassador, with a total mean of 4.36. The highest mean was found in the attractiveness dimension, with a mean of 4.41.
The Effectiveness of Brand Ambassador Toward Generation Z in Indonesia
This research measures the effectiveness of using NewJeans as a brand ambassador in Indomie's Marketing Public Relations strategy for the Korean Ramyeon Series, targeting Generation Z in Indonesia. In this case, Indomie as an Indonesian instant noodle brand, collaborated with NewJeans as a brand ambassador in 2024 for their new premium selection product Korean Ramyoen Series. The brand has continuously strived to maintain its position by implementing innovative public relations marketing activities to reach a broader target market and leave a stronger impression on consumers. This research was a quantitative study that used an online survey method in the form of a questionnaire, distributed to 400 Generation Z respondents in four social media which are instagram, x, tiktok, and youtube using a likert scale via Google Forms. The results of this study showed that NewJeans proved to be effective as Indomie’s brand ambassador, as indicated by the average score of 4.15 across the VisCAP (Visibility, Credibility, Attraction, and Power) model indicators. This research demonstrated that the most effective VisCAP indicator for NewJeans as a brand ambassador was Attraction, referring to their appeal, with a mean score of 4.23.
The Effectiveness of Abe “Cekut” as Brand Ambassador for Ultra Mimi Kids on Indonesian Citizen
The purpose of this research is to determine the effectiveness of Abe “Cekut” as Ultra Mimi Kids' brand ambassador in the marketing public relations (MPR) strategy for the Ultra Mimi Kids milk product in Indonesian society. To stay competitive and expand its brand, Ultra Mimi Kids implements marketing public relations activities by cooperating with one of the famous babies on TikTok, Abe “Cekut” as a brand ambassador in May 2024. Abe is a kid influencer who went viral and has many fans because of his cuteness. This research uses a survey method by collecting data through questionnaires distributed to 400 people in Indonesia using a Likert scale. This research uses a descriptive quantitative method, which is collected through an online survey in the form of a questionnaire and distributed to 400 Indonesians who fit the criteria. The results of this study show that Abe “Cekut” is effective in becoming an Ultra Mimi Kids brand ambassador using the VisCAP model, where the mean value of all indicators is 4.37. The indicator with the highest mean value is Visibility at 4.46.
The Effectiveness of Monica Amadea as a Celebrity Endorser and Owner Endorser for Monomolly on Instagram
The use of celebrity endorsers has become one of the Marketing Public Relations strategies to convince, persuade, and influence consumers by leveraging the popularity of public figures. An owner endorser refers to a brand owner who is also widely recognized as the endorser of their own brand. This study aims to measure the effectiveness of Monica Amadea as both a celebrity endorser and an owner endorser for her own fashion brand called Monomolly, on the social media platform Instagram. This research employs a descriptive quantitative method by distributing an online survey to 100 respondents. To assess the celebrity endorser role, the study adopts the TEARS model (Trustworthiness, Expertise, Attractiveness, Respect, Similarity), while the owner endorser role is evaluated through three indicators: Credibility, Expertise, and Congruence. The results indicate that Monica Amadea is proven to be effective in carrying out both roles, with similarity and credibility emerging as the most significant indicators. This proves that the dual role of a public figure as both celebrity and brand owner offers a complementary strategy that effectively strengthens brand trust and loyalty
The Influence of Electronic Word of Mouth Communication Motivation on Sociolla App Review Columns Towards Gen Z Attitude
This study aims to investigate the influence of electronic word of mouth communication motivation on review columns within the Sociolla app on the attitude of Generation Z. Data collection and research for this thesis were conducted over a period of approximately 6 months. Research participants involved Generation Z aged 13-28 years (born between 1997 and 2012) who were active users of the Sociolla app and had engaged with its review section. The analysis technique used was quantitative explanatory with an online survey. The findings of this study suggest that eWOM communication motives in the Sociolla app's review section can increase the likelihood of a positive attitude by up to 12 times. However, the research also shows that in the absence of eWOM, an individual's attitude tends to be negative. The implications of this research are expected to serve as a basis for developing more effective promotional strategies for similar brands or e-commerce, as well as contributing to the research literature on the utilization of electronic word of mouth.
The Effectiveness of Maudy Ayunda as Brand Ambassador Tomoro Coffee on Instagram Followers of @maudyayunda
A brand ambassador is someone who represents a company to help increase brand awareness. With the rise of social media, marketing communication activities have become faster and more effective in spreading information. Tomoro Coffee is an Indonesian coffee brand that applies marketing public relations strategies to reach its target audience and build consumer awareness, making the brand easier to remember. In 2024, Tomoro Coffee appointed Maudy Ayunda as its brand ambassador, believing that she could help achieve the company’s goals and that her vision aligns with the brand. This research is a quantitative study using the VISCAP model to measure the effectiveness of Maudy Ayunda as Tomoro Coffee’s brand ambassador among the followers of her Instagram account @maudyayunda. The study used an online questionnaire distributed to 100 of her Instagram followers and applied a Likert scale. The results show that Maudy Ayunda is proven to be an effective brand ambassador, with an average score of 4.44. The highest indicator was visibility, which received a score of 4.62.
Brand Awareness of Surabaya Residents Toward AZKO’s Brand Elements
AZKO is a new home furnishing and lifestyle retail chain introduced in 2025. This brand is the result of a rebranding effort from ACE Hardware, which has previously accompanied it for almost 30 years. Therefore, researchers are interested in researching AZKO's brand awareness. AZKO communicates about its brand, including four Brand Elements, namely Brand Names, Logo and Symbol, URL/Website, and Slogan. This research aims to measure the level of brand awareness of the Surabaya community towards these AZKO brand elements. This research uses a quantitative approach with a survey method through distributing questionnaires to 100 respondents aged 18 years and over who live in Surabaya. Data analysis was conducted to determine the extent to which people recognize and remember these elements. The results showed that the overall level of brand awareness achieved by the Surabaya community towards the AZKO brand was in the brand recall category, which means that most respondents were able to remember the AZKO brand without assistance.
The Effectiveness of Chris Putra as Evolene Brand Ambassador on Instagram Followers of @Chris_Putraa
This study investigates the effectiveness of Chris Putra as a brand ambassador for Evolene, a sports supplement brand, through the lens of Marketing Public Relations (MPR). Chris Putra, a world-class bodybuilder and social media influencer, is known for his strong public image and wide-reaching influence. The research adopts a descriptive quantitative approach, employing a survey method by distributing questionnaires to 100 of Chris Putra’s Instagram followers. The Likert scale and VisCAP model—comprising Visibility, Credibility, Attraction, and Power—are utilized to assess his effectiveness. The findings reveal that Chris Putra plays an effective role as a brand ambassador, with the “attraction” component scoring the highest among the indicators. His appeal significantly contributes to positive brand perception and engagement with Evolene. These results highlight the strategic value of selecting the right brand ambassador in MPR campaigns. This study offers meaningful insights for marketing and communication professionals in optimizing brand ambassador strategies to achieve targeted communication and marketing objectives.
Brand Awareness of @youtubemusic Instagram Followers Towards Youtube Music
Youtube Music is one of the popular music streaming platform brands available globally. This platform is a product owned by Youtube, an American social media brand, which is now owned by Google. Researchers are interested in examining the level of brand awareness of Youtube Music, because this brand communicates about its brand through their Instagram account @youtubemusic, by utilizing the Marketing Public Relations (MPR) function. The various brand elements it communicates consist of Brand Name, URL (Website), Logo & symbol, and also Packaging. This study aims to measure the level of brand awareness of @youtubemusic Instagram followers of the four brand elements. This research uses quantitative research with an online survey method. Data collection was carried out by distributing questionnaires to 400 respondents with purposive sampling technique. The results of this study indicate that the level of brand awareness of Instagram followers @youtubemusic towards Youtube Music, lies at the Top Of Mind level, which is the highest level of brand awareness.
The Effectiveness of Chelsea Islan as a Brand Ambassador in the #LadyBossPower Campaign of Bio Beauty Lab on Indonesian Society
This research measures the effectiveness of using Chelsea Islan as a brand ambassador in the Marketing Public Relations strategy in the #LadyBossPower campaign by Bio Beauty Lab on Indonesian society. In this case, Bio Beauty Lab collaborated with Chelsea Islan as a brand ambassador for their #LadyBossPower campaign. This research employs an online survey method, distributing questionnaires to 400 respondents using a Likert scale via Google Forms. The result of this study shows that Chelsea Islan as the brand ambassador in the #LadyBossPower campaign by Bio Beauty Lab is effective, as measured using the VisCAP method. The highest VisCAP indicator in evaluating Chelsea Islan as a brand ambassador in the #LadyBossPower campaign by Bio Beauty Lab is the Visibility indicator, with a mean score of 4.39. Overall, the average score of all VisCAP indicators for Chelsea Islan as the brand ambassador of Bio Beauty Lab is 4.31, indicating that Chelsea Islan has proven to be an effective brand ambassador for the #LadyBossPower campaign by Bio Beauty Lab.
The Effectiveness of S.Coups, Wonwoo, and Vernon Seventeen as Brand Ambassadors in Chitato’s Lead The Wave Campaign on Chitato’s Instagram Followers
Generally, a brand chooses brand ambassadors who are either an individual or simultaneously partners with all members of a group. In the Lead The Wave campaign, Chitato first partnered with brand ambassadors not as a single member or all members, but rather engaged 3 members: S.Coups, Wonwoo, and Vernon from Seventeen. This study aims to analyze the effectiveness of S.Coups, Wonwoo, and Vernon from Seventeen as brand ambassadors in the “Lead The Wave” Chitato campaign targeting Instagram followers of @mychitato. This research employs a quantitative approach using an online survey method in the form of a questionnaire distributed via social media to 100 Instagram followers of Chitato to measure effectiveness using the VisCAP model (Visibility, Credibility, Attraction, and Power) to determine how these four indicators influence the effectiveness of the brand ambassadors. The results show that S.Coups, Wonwoo, and Vernon from Seventeen are effective as brand ambassadors for Chitato, with an overall average indicator score of 4.67. The VisCAP indicator with the highest average score is Visibility, with a value of 4.73.
Government Public Relations Strategy of the Indonesian Capital City Authority in Managing the Nusantara Instagram @ikn_id
This research explores the government public relations (GPR) strategy implemented by the Nusantara Capital City Authority in managing its official Instagram account, @ikn_id. As the body responsible for overseeing the development and governance of Indonesia’s new capital city, Nusantara, the Authority holds a crucial role in shaping public communication. The study employs a qualitative descriptive method within a case study framework, collecting data through interviews, direct observations, and document analysis. Informants consist of the leader of the social media team in the public relation division, leader from the public relations team, and a communication consultant of the Authority. The findings indicate that the Authority applies a systematic and well-structured government public relations strategy. The strategy covers all stages of government public relations strategy, focusing on two-way asymmetrical communication, and also includes multi-source research, creating visual content, staying consistent with the account’s persona, interacting with caution, adjusting to public needs, and doing regular evaluations.
Representation of Men in Relationship Dynamics in Women’s Media
Digital media plays a pivotal role in shaping public perceptions of gender, especially in relationship-oriented content targeted at women. Articles in this category often evaluate male behavior, both positively and negatively affecting how women perceive relationship dynamics. This study explores the representation of men in Fimela.com’s relationship articles, one of the most visited sections on the platform. Using Charles Sanders Peirce’s semiotic approach, the research analyzes articles published between 2024-2025 to identify recurring patterns of male depiction. The results reveal five dominant representations: men as consistently present, unwilling to commit, in need of space, sources of conflict, and emotionally inexpressive. These portrayals tend to evoke concern in female readers and suggest predictive assumptions about male behavior in relationships. Such narratives reflect a postfeminist ideology in which female empowerment is prioritized, while male characters are often depicted in a critical or negative light. The study concludes that while these representations may support female autonomy, they risk reinforcing one-sided narratives and highlight the need for more balanced gender portrayals in digital relationship media.
Generation Z Surabaya's Brand Awareness of OH!SOME After KKV Rebranding
This study aims to determine the level of brand awareness among Generation Z in Surabaya toward OH!SOME following its rebranding from KKV, a store previously well-known to the public. After the name change, OH!SOME aimed to rebuild its brand identity, particularly among generation Z, its primary target market. OH!SOME communicates its brand identity through various elements, including brand name, website/URL, logo and symbols, and packaging. This research uses a descriptive quantitative method, conducted through an onsite survey of 100 Generation Z respondents residing in Surabaya, using a non-probability sampling technique. The results show that the "logo and symbols" element has the highest average score and falls into the "top of mind" category, while the "packaging" element scores the lowest, although it still remains within the same category. Therefore, the findings indicate that the brand awareness of generation Z in Surabaya toward OH!SOME after KKV's rebranding has reached the highest level of brand awareness, namely top of mind.
Communication Privacy Management on the Use of Finstagram by Generation Z Professionals
This study explores how Generation Z professionals utilize Finstagram accounts as a strategy to manage communication privacy on social media. The research focuses on the application of Communication Privacy Management (CPM) theory to understand how individuals regulate personal information boundaries between their main (Rinsta) and secondary (finsta) Instagram accounts. The study employs a descriptive qualitative case study method, collecting data through in-depth interviews with two informants working in the creative industry who actively use dual Instagram accounts for different purposes. Observations and visual documentation from both accounts were also analyzed to enrich the data. Findings indicate that Finstagram serves as a backstage space where users can express themselves more freely without the pressure of maintaining a professional image. Informants intentionally control who can view their content, differentiate the types of posts shared, and construct distinct narratives on each account. These practices reflect the five core principles of CPM theory, including ownership of information, control, and boundary turbulence. This research highlights the growing importance of digital privacy awareness among young professionals. Using dual accounts proves to be an effective strategy for maintaining a balance between personal authenticity and professional identity in the highly public sphere of social media.
Personal Branding in Uncle Roger's YouTube Content on Channel @mrnigelng
Personal branding is one of the tools used in public relations (PR), where almost every individual carries out the activity through the internet media. Personal branding activities can be done in the form of food vlogging through a social media platform, YouTube, which is also often used by many influencers. Uncle Roger is one of the characters that appear on the YouTube channel @mrnigelng, created by Nigel Ng. By analyzing Uncle Roger's personal branding by Peter Montoya, namely The Eight Laws of Personal Branding, which consists of specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill on the YouTube channel @mrnigelng. The research method used is content analysis with a descriptive quantitative approach that analyzes what personal branding is in Uncle Roger's video content on the YouTube channel @mrnigelng from January to December 2024. Based on the results of personal branding by Peter Montoya, there are the most common appearances in video content namely unity (57.1%), difference (43.8%), and good name (38.7%). These three laws of personal branding strengthen the image of Uncle Roger's character on his YouTube channel, @mrnigelng.
The Effectiveness of Laura Moane as a Brand Ambassador of Y.O.U Beauty in Launching New Products Cloud Touch Series on the Instagram Followers of @youbeauty_idn
This study aims to measure the effectiveness of Laura Moane as a brand ambassador for Y.O.U Beauty in the launch of the new Cloud Touch Series product on Instagram followers @youbeauty_idn. Y.O.U Beauty is a local Indonesian beauty product brand. The importance of measuring the effectiveness of using Laura Moane as a Y.O.U Beauty brand ambassador in the launching of the new Cloud Touch Series product on Instagram followers @Youbeauty_idn is to determine the effectiveness of Laura Moane as a brand ambassador for Y.O.U Beauty. Y.O.U Beauty is a brand that is still trying to increase its awareness. This study measures the effectiveness of a brand ambassador using the VisCAP theory (Visibility, Credibility, Attraction, Power) by Rossiter and Percy (1987). This study uses a descriptive quantitative approach and uses a survey method. The data collection technique uses an online questionnaire with Google Forms to 100 respondents. The results of this study indicate that Laura Moane as a Y.O.U Beauty brand ambassador in the launch of the new Cloud Touch Series product is declared effective with the highest Attraction Indicator and the lowest indicator is Visibility.
Effectiveness of #KULAxMutualAidFund Campaign Messages on TikTok Followers @Storyofkula
Effectiveness can be interpreted as the result or influence that arises from a communication process, namely the attitude, behavior, and response of a communicant, whether desired or unwanted. The purpose of this study is to determine the effectiveness of the #KULAxMutualAidFund Campaign Message on TikTok @Storyofkula followers using the S-O-R (Stimulus-Organism-Response) theory approach and the AIDA (Attention, Interest, Desire, Action) method as a measuring tool. This campaign is a form of Marketing Public Relations (MPR) activity from the KULA brand that combines social and humanitarian values through the TikTok platform. This research uses a quantitative approach with survey techniques to TikTok @Storyofkula followers, especially women aged 15-28 years who are the target market of KULA products. The results of this study show that the campaign message is considered effective, especially in the aspect of interest, which is shown through the attractiveness of visual content, storytelling, emotional appeal, and a strong call to action on each video display on TikTok @Storyofkula social media. This research makes a theoretical contribution to the development of social campaign communication strategies in social media and provides practical insights for brands in designing impactful campaigns.
The Instagram and TikTok Social Media Management Strategies of NVMEE in Building Brand Image
Many local brands used social media to build their brand image, including NVMEE, which carried the image of being a “Catokan Newbie Friendly”. This study explored the strategy behind NVMEE’s Instagram and TikTok management in building its brand image. The research used a case study method with data collected through interviews and observations. Informants included the brand leader, content division head, and (representative) Instagram and TikTok team. The social media management of NVMEE has implemented the four aspects in The Circular Model of SoMe for Social Communication: Share, Optimize, Manage, and Engage. But not all elements in the four aspects were implemented. NVMEE builds its brand image by managing Instagram as a platform for relationship building and TikTok as a space for product selling, while remaining consistent with its “friend” character and soft, girly, and cute identity. The strategy was executed by two teams, but stayed aligned in maintaining the brand’s character and identity across platforms. Future research is expected to explore the audience’s perspective on the brand image built through social media.
Categorization of Financial Literacy Messages in the Series “Pay Later” on Netflix
The increasing use of pay later services in today’s digital era, especially among Generation Z, encourages a more consumerist lifestyle that may lead to financial problems. To reduce these risks, financial literacy should go together with financial inclusion. This research aims to explore how financial literacy messages are delivered through the Netflix series “Pay Later”. The study uses a qualitative content analysis method to identify and categorize financial messages into four main areas: knowledge, skills, attitudes, and behavior. The results show that the series highlights the importance of understanding the cost of borrowing and earning money (skills), as well as caring about the well-being of others (attitudes). These messages reflect the reality faced by Generation Z today. Through scenes, dialogues, and the character development of Tika, the series shows a journey from a consumptive lifestyle to more responsible financial behavior. With a mix of drama, comedy, and romance, “Pay Later” presents financial topics in a light but meaningful way. Digital platforms like Netflix help deliver financial literacy messages more effectively to a wider and more flexible audience.
The Effectiveness Of Hansen Vendi Agus As Celebrity Endorser Of Honor Of Kings Game On Honor Of Kings Player In Indonesia
Marketing Communication has been applied by the companies nowadays to communicate with the audience through the message and media. Utilization of celebrity endorser become a strategy that company use to increase the effectiveness of product or services that the company provided. Hansen Vendi Agus is a celebrity endorser that represents a mobile game called Honor Of Kings. Hansen has a duty to communicate effectively in order to attract the audience to play Honor Of Kings. This research aims for the effectiveness of Hansen Vendi Agus as celebrity endorser of Honor Of Kings game on Honor Of Kings player in Indonesia. The author use TEARS model to measure the effectiveness of Hansen as a celebrity endorser. TEARS model is consisted by five elements, trustworthiness, expertise, attractiveness, respect, similarity. This research is a quantitative research and uses descriptive approach. The method in this research is descriptive online survey. The result of this research shows that Hansen Vendi Agus is effective as celebrity endorser of Honor Of Kings game on Honor Of Kings player in Indonesia. Attractiveness got the highest score from respondents.
The Level of Brand Awareness Among Surabaya Residents of the Cleo Pure Water Product in Collaboration with Indomaret
Cleo Pure Water is a brand of bottled pure water in Indonesia that has been in operation since 2004 and remains operational. Distributed across various regions in Indonesia, the brand has expanded its geographical reach by partnering with Indomaret, the largest minimarket chain in the country. The researcher is interested in conducting a study on the level of brand awareness among Surabaya residents by evaluating three brand elements: brand name, logo, and packaging. The level of brand awareness serves as a benchmark for the public’s recognition of the brand. This research uses a descriptive quantitative method through a survey approach. The researcher distributed questionnaires to 100 respondents in Surabaya who met certain criteria. The results show that Surabaya residents have the highest level of brand awareness in the dimensions of brand name and logo, falling into the category of brand recognition. The lowest level of awareness was found in the packaging dimension, which fell into the category of Unaware of Brand.
Effectiveness of Using Lamine Yamal as Oppo's Brand Ambassador in Indonesian Society
The gadget industry in Indonesia is experiencing rapid growth. In today's era, humans live side by side with technology and gadgets. According to data from Wearesocial (2024), there are 353.3 million active cellphones in Indonesia, which exceeds the total population of 278.7 million with a total smartphone ownership of 99.3%. In the tight competition between brands, various brands use brand ambassadors to become brand communicators. Lamine Yamal was chosen as Oppo's brand ambassador. This study aims to assess the effectiveness of Lamine Yamal as Oppo's brand ambassador for the Indonesian people. This study uses a descriptive quantitative method. The study was distributed through questionnaires distributed to 100 respondents who met the criteria, including the Indonesian people, aged 16-30 years, and knew Lamine Yamal. The measurement of brand ambassador effectiveness was carried out using the VisCAP model (visibility, credibility, attraction, and power). The results of the study showed that Lamine Yamal was effective as Oppo's brand ambassador. The indicator that got the highest score was the visibility indicator with a mean value of 4.16.
Representation Of Family Dysfunction In Film “Bolehkah Sekali Saja Kumenangis”
This study discusses how the family dysfunction is represented in the movie May I Say It Once Upon a Time. The film was released in October. The object of this study was a family dominated by patriarchal fathers and was very authoritarian in life, so researchers wanted to see a representation of family dysfunction in the film using John Fiske's semiotics. The study used a descriptive type of qualitative research and focused on three levels of semiotics proposed by John Fiske: the level of reality, the level of representation, and the level of ideology. The reason for the family dysfunction that occurs in this film is because of the wounds of fathers in the past where their fathers experienced violence by their fathers who still have a patriarchal culture and poor communication between families, thus triggering family dysfunction. The film takes social life in today's society which often occurs and leads to divorce.
The Effectiveness of JKT48 as Chatime Indonesia's Brand Ambassador on Instagram Followers of @chatimeindo
This study aims to determine the effectiveness of using JKT48 as Chatime Indonesia's brand ambassador on the Instagram followers of @chatimeindo. The research adopts a descriptive quantitative approach by distributing online questionnaires to 100 respondents who are active followers of the @chatimeindo Instagram account and fall within the age range of 18 to 34 years. To assess the effectiveness of the brand ambassador, the study applies the VisCAP model, which consists of four key indicators: Visibility, Credibility, Attraction, and Power. The findings indicate that JKT48 is perceived as an effective brand ambassador for Chatime Indonesia, with the highest effectiveness score found in the Visibility indicator. This suggests that JKT48's popularity and presence significantly influence brand recognition and engagement among Chatime’s Instagram followers. Overall, the study concludes that JKT48 significantly contributes to Chatime Indonesia’s brand image, particularly by increasing exposure and drawing attention through social media, reinforcing the strategic value of celebrity endorsements in digital marketing.
Representing Sexual Violence Trauma through the Character of Adil in Joko Anwar’s Film Siksa Kubur
Siksa Kubur (2024), directed by Joko Anwar, is a psychological horror film that delves into the trauma of childhood sexual abuse through the character of Adil, a survivor of sexual assault. This study analyzes how trauma is represented using John Fiske’s semiotic framework, which includes the levels of reality, representation, and ideology. Using a qualitative approach, the research finds that trauma is depicted through Adil’s physical responses such as vomiting, trembling, and emotional breakdowns. Visually, the film employs dark lighting, close-up shots, and long silences to emphasize psychological distress. At the ideological level, the film critiques patriarchal norms that silence male victims and uphold toxic masculinity, portraying how deeply rooted cultural narratives prevent men from expressing vulnerability. Adil’s prolonged suffering underscores the lasting effects of trauma when victims are denied the opportunity to speak out. Ultimately, Siksa Kubur provides a symbolic space for confronting hidden trauma, challenging dominant societal views about gender, victimhood, and the silencing of male survivors.
Framing Analysis of PSSI Image After Shin Tae-yong's Dismissal in Kompas.com and Bolasport.com Media
PSSI officially announced the dismissal of Shin Tae-yong as Head Coach of the Indonesian National Team on January 6, 2025. PSSI conveyed the decision and reasons for this dismissal at a Press Conference. This decision immediately became a topic of discussion among various parties and received attention from various media, both local and foreign, including Kompas.com and Bolasport.com. The media framed events by selectively selecting aspects to make them appear more prominent than other aspects. The news used was taken in the period January 2025. The method used was Zhongdang Pan & Kosicki's framing analysis. The type of research is descriptive qualitative. The results of the study show that Kompas.com and Bolasport.com both wrote complete information about PSSI's reasons and decisions in dismissing him, including the reactions and responses given by various parties, especially Shin Tae-yong. Through their reporting, both media show the image of PSSI formed with its systematic thinking and responsible attitude, but with decisions that divide the public with pros and cons. Kompas.com which completely conveys PSSI's thinking, steps to resolve and responses with pragmatic style. Bolasport.com emphasizes more detailed aspects in the statements that sharpen the news about this incident.
Surabaya People’s Brand Awareness of FairwayNine’s Mall Brand Element
FairwayNine Mall is a shopping center located in West Surabaya that has undergone a rebranding process, previously known as Lenmarc Mall. Over time, the name Lenmarc Mall has faded from public recognition. As part of its marketing public relations strategy, the brand chose to carry out a rebranding initiative. FairwayNine Mall implemented this rebranding by changing various brand elements such as the brand name, website/URL, logo and symbols, as well as its overall packaging or visual identity. This rebranding effort prompted the researcher to explore the extent of public awareness regarding these changes. Therefore, the purpose of this study is to determine the level of brand awareness among the people of Surabaya toward the brand elements of FairwayNine Mall. The research was conducted using a descriptive quantitative approach, employing an online survey method to collect data. The researcher distributed questionnaires to 100 respondents using a non-probability sampling technique. The findings of this study indicate that brand awareness of the Surabaya community regarding FairwayNine Mall's brand elements falls into the top-of-mind category. This suggests that the mall’s rebranding strategy has been relatively successful in reshaping public perception and reinforcing its new identity among the target audience.
Effectiveness Of Angga Yunanda As Brand Ambassador Of Kopi Kenangan On Instagram Followers @kopikenangan.id
The rising trend of coffee consumption in Indonesia has led to the emergence of many contemporary coffee beverage businesses. One of them is Kopi Kenangan, which has been operating since 2017 with a grab-and-go concept. Kopi Kenangan employs various marketing strategies to maintain its brand presence amid the growing number of modern coffee brands. One such strategy is appointing Angga Yunanda as a brand ambassador. This research aims to determine the effectiveness of Angga Yunanda as a brand ambassador for Kopi Kenangan among the followers of @kopikenangan.id Instagram account. The study uses a descriptive quantitative method, with data collected through a questionnaire survey distributed to 100 followers of @kopikenangan.id Instagram account. Data analysis utilizes the VisCAP model with four indicators: visibility, credibility, attraction, and power. The highest indicator in the VisCAP aspects is attraction, with an average score of 3.97. The Lowest indicator is Power, with an average score of 3.85. The results indicate that Angga Yunanda is effective as a brand ambassador for Kopi Kenangan.
Social Media Communication Strategy of Shoji Land in Building a Positive Image on TikTok and Instagram
The rapid growth of social media has driven brands like Shoji Land, a Japanese-themed real estate company, to build a positive image through platforms like TikTok and Instagram. Despite presenting aesthetically pleasing visuals, Shoji Land faces public criticism regarding smoke pollution, leaking houses, and delayed unit handovers. This study explores the gap between the ideal image and consumer reality by analyzing Shoji Land’s social media communication strategy using a descriptive qualitative method and case study approach. The findings highlight a structured strategy across three stages: planning (media, visuals, content, and crisis anticipation), implementation (team-based promotional content and personal crisis responses), and evaluation (public feedback and internal coordination). TikTok is used for emotional storytelling, while Instagram showcases brand visuals. Key strategies include consistent visual identity, cultural narratives, and adaptive crisis management. This research underscores the importance of integrated, cross-platform communication in shaping brand reputation in the digital era.
Effectiveness of Using Sophia Latjuba as Hotto Brand Ambassador on Instagram Followers @sophia_latjuba88
This study aims to determine the effectiveness of Sophia Latjuba as the brand ambassador of Hotto through her personal Instagram account, @sophia_latjuba88. Hotto is a multigrain beverage brand made from a combination of whole grains and purple sweet potatoes, offering various health and nutritional benefits. The use of public figures, especially celebrities, as brand ambassadors is a common marketing strategy to build brand awareness and influence consumer perception. In this research, a descriptive quantitative method was applied, utilizing an online questionnaire distributed to 100 respondents aged 18–34 years who are active Instagram users. Data were analyzed using the VisCAP model, which includes four key indicators: visibility, credibility, attraction, and power. Each indicator was measured through respondents' perceptions of Sophia Latjuba’s influence on their interest in and perception of the Hotto brand. The findings indicate that Sophia Latjuba is considered effective as a brand ambassador, with the attraction indicator receiving the highest average score (mean = 4.40), followed closely by power and credibility. This suggests that her appearance and image significantly contribute to Hotto’s appeal.
Representation of Women in the film “Women From Rote Island”
This study explores the representation of women in the film Women from Rote Island through John Fiske’s television semiotics framework. The film presents the struggles of women living in a patriarchal culture, facing sexual violence and social stigma within traditional Rote Island communities. The research adopts a qualitative descriptive method and applies semiotic analysis across three levels: reality, representation, and ideology. The focus of analysis includes the main female characters—Martha, Orpa, Bertha, and Oma. Findings indicate that the film depicts women in multiple dimensions: as victims of sexual trauma, as authoritative maternal figures, and as collective agents of social resistance. The narrative highlights a conflict between customary norms and women's pursuit of justice through formal legal systems. Scenes depicting rape, marginalization, and protest emphasize women's resistance against structural oppression. The representations align with radical feminist theory, which critiques entrenched gender-based power imbalances. This research contributes to the fields of communication, culture, and gender studies by demonstrating how film can function as a platform for social advocacy and a site for challenging patriarchal ideologies.
Categorization of Bullying Messages in Films from the 2022–2023 Period
Bullying has become a social phenomenon and has only kept growing ever since, especially in the educational field. This phenomenon has piqued the media's interest by using it as the base theme for several films. This research is aimed to identify and categorize the different bullying messages that are present in films casted during the years 2022 to 2023, which are Do Revenge (2022), Luckiest Girl Alive (2022), Brave Citizen (2023), dan Teman Tidur (2023). The qualitative method has been utilized in this research. The researcher found 3 main categories of bullying messages, which are verbal, physical, and psychological. Results showed that verbal bullying is not only in the form of conflicts between said characters, but also the want and need to show social stratification between them. These include differences of power in front of the law, symbols, and the significance of making the victim's identity smaller and smaller, such as the weak and belittled.
The Effectiveness of Tiara Andini as Sunsilk's Brand Ambassador on the Instagram Account @Sunsilkid
This study examines the effectiveness of Tiara Andini as a brand ambassador for Sunsilk on the Instagram account @sunsilkid. Using a descriptive quantitative approach, an online survey was conducted with 100 respondents aged 18–34 years. The VisCAP model (Visibility, Credibility, Attraction, Power) served as the analytical framework. The findings reveal that Tiara Andini is an effective brand ambassador, achieving an overall average score of 4.06. The highest score was in the Power indicator (4.17), demonstrating her strong influence in promoting Sunsilk products. Credibility (4.13) and Attraction (4.05) also received high ratings, indicating that she is perceived as trustworthy and appealing. However, Visibility scored the lowest (3.89), suggesting that some followers are not fully aware of her official role with the brand. These results underscore the importance of clear and consistent brand communication strategies to enhance ambassador visibility. The study provides insights for marketing practitioners on optimizing celebrity endorsement strategies in Indonesia’s digital landscape.
Effectiveness of Ueno Family as Brand Ambassador of Cimory Yogurt Stick Product
This study explores the effectiveness of the Ueno Family as Brand Ambassador for Cimory Yogurt Stick in fostering effective brand communication through social media. In the midst of rapid technological advancement and overwhelming information exposure, the choice of a Brand Ambassador plays a strategic role in capturing audience attention. Cimory selected the Ueno Family, a multicultural family known for their warmth, harmony, and positive presence online, as they align well with the values and image the brand seeks to convey. Using a quantitative method with a descriptive approach, data was collected through an online questionnaire distributed to 100 respondents aged 18–35 who were familiar with both the Ueno Family and Cimory Yogurt Stick products. The VisCAP model, comprising visibility, credibility, attraction, and power, was employed to assess ambassador effectiveness. Results indicate that the Ueno Family is seen as highly effective, especially in terms of visibility and attraction. Their credibility also contributed positively to building trust in the brand. Overall, their presence reinforced a favorable perception of Cimory in the minds of consumers. This study emphasizes the significance of selecting Brand Ambassadors who resonate with the target audience to enhance brand messaging and engagement on social media platforms.
The Effectiveness of Using Sandy Walsh as a Brand Ambassador for Mills on Instagram @millssportid
This study aims to analyze the effectiveness of Sandy Walsh as a brand ambassador for the local sportswear brand Mills through its official Instagram account, @millssportid. The research is grounded in the significance of Marketing Public Relations (MPR) strategies in enhancing the brand image and competitiveness of local brands amidst the dominance of global players. The rising role of social media, particularly Instagram, in influencing consumer behavior among Generation Z is also a key consideration. Sandy Walsh was selected due to his relevance to the brand’s target market and his positive public persona as a professional footballer. A descriptive quantitative method was applied, involving 100 respondents aged 18–28 who follow @millssportid on Instagram. The research utilized the VisCAP model Visibility, Credibility, Attraction, and Power to evaluate ambassador effectiveness. Findings show that all four VisCAP indicators fall into the “effective” category, with the “Power” dimension achieving the highest average score of 4.12. This suggests that Sandy Walsh has a strong impact on shaping audience perception and interest in the Mills brand. The study concludes that Sandy Walsh is an effective brand ambassador, capable of enhancing Mills’ brand presence and influence among young consumers through the Instagram platform.
Satisfaction of Organizational Communication of Bank Saga Surabaya
BANK SAGA Surabaya faces internal communication problems, such as lack of transparency between divisions, management, and staff. This causes miscommunication, poor coordination, and high employee turnover rates. This study aims to determine the level of satisfaction with organizational communication at BANK SAGA Surabaya. This study was conducted through a quantitative approach with a descriptive research type and survey method. The sampling technique is total sampling by using 33 people from various division at BANK SAGA. The results show that employees are generally satisfied with the communication climate, supervisor communication, organizational integration, media quality, horizontal informal communication, and organizational perspective. However, satisfaction with subordinate communication and feedback is very low, indicating the need for significant improvements in the feedback mechanism and communication flow from superiors to subordinates. These results prove the function of organizational communication in aligning individual goals with company goals. In conclusion, the eight dimensions are stated to create organizational satisfaction, while feedback needs to be improved even though it is still in the satisfied category interval.
Impression Management Strategy of Sabrina Carpenter in the Release of the Album “Short N’ Sweet” on Instagram (@sabrinacarpenter)
This study examined and assessed Sabrina Carpenter's impression management strategies during the "Short N' Sweet" album release through her Instagram account (@sabrinacarpenter). Using a quantitative content analysis methodology, the study has been based on 88 posts that Sabrina uploaded between April 2024 and February 2025. The study focuses on how Carpenter develops and sustains her public persona during this advertising time using Instagram. The results show that Sabrina Carpenter employed exemplification, self-promotion, and ingratiation as her three impression management techniques. The most common ones were ingratiation and self-promotion, which portrayed her as a tal ented and appealing artist in her line of work. She demonstrated her ability and diligence as a role model in the entertainment sector through militancy, in particular. Her use of these techniques, which were demonstrated in her Instagram posts, promoted a friendly, approachable image to interact with fans and improve the reception of her album "Short N' Sweet."
Representation of Intercultural Communication in Realizing Religious Peace in The Film “Glenn Fredly The Movie”
This research discusses the representation of intercultural communication in realizing religious peace in the film Glenn Fredly The Movie. The background of this movie is the Ambon conflict from 1999 to 2002 and tells how Ambon's local culture, namely music, is used by Glenn Fredly to create inter-religious peace in Ambon City. The purpose of this research is to find out how the film represents intercultural communication in realizing religious peace in Ambon City. This research uses a qualitative description method with Roland Barthes semiotic analysis approach which consists of two stages. The first stage is the denotation and connotation, then the second stage is a myth. The result of this research is that this film displays music as a bridge of intercultural communication in realizing religious peace in Ambon City. In addition, the value of love is also represented as the basis for building interfaith tolerance among the Ambon people. This film shows that intercultural communication can be established not only through verbal dialog but also through local cultural expressions, namely music that bridges the communication process.
Analysis of Gen-Z’s Reception on Identity Crisis Messages in Billie Eilish’s Music Video “What Was I Made For”
Identity crisis is a significant issue among Generation Z, who are in the midst of searching for self-identity and life purpose. Social expectations and the need for validation serve as core factors contributing to the emergence of identity crisis. As a form of mass communication, music videos have the potential to function as a medium of validation for such conditions. This study analyzes Generation Z’s reception of the identity crisis message in Billie Eilish’s music video What Was I Made For? using Stuart Hall’s reception analysis method to categorize audience interpretations. The findings indicate that the majority of informants adopt a dominant-hegemonic position, as the depiction of identity crisis characteristics in the video is interpreted affirmatively by each participant. The reception is influenced by various factors, including belief systems, family dynamics, occupational demands, and cultural background. These findings affirm that music videos can serve as an effective medium for articulating identity-related concerns among Generation Z, while simultaneously contributing to identity formation.
Representation of Sandwich Generation in the Film “Gampang Cuan”
This study aims to examine how the representation of the Sandwich Generation is portrayed in the film Gampang Cuan through John Fiske's semiotic approach. The film highlights the economic struggles of the main character who must support his younger siblings and his ailing mother, depicting the psychological and financial pressures typically faced by the sandwich generation. This research employs a descriptive qualitative method, using John Fiske’s three levels of semiotic codes: the level of reality, the level of representation, and the level of ideology. The researcher analyzes scenes in the film that illustrate the dual burden carried by the main character (Sultan), as well as the characters Bilqis and Aji, who further depict the socioeconomic conditions of lower-middle-class families in Indonesia. The findings reveal that Gampang Cuan represents the sandwich generation as a group trapped in economic pressure and layered responsibilities, often forced to appear successful, make risky financial decisions, and sacrifice personal time. The film also presents moral dilemmas and family relationships through visual symbols such as costume, facial expressions, lighting, and cinematographic techniques. At the ideological level, the film reflects values of neoliberal capitalism, societal pressure on material achievement, and patriarchal cultural expectations of men as family providers.
Instagram Followers Opinions on Reels Content Messages Regarding President Prabowo Subianto’s Nutritious Meal Program Evaluation on @kemkomdigi
On January 6, 2025, the Indonesian government launched the Free Nutritious Meal Program targeting students from early childhood education to senior high school, toddlers, pregnant women, and breastfeeding mothers in 190 locations across 26 provinces. Despite its wide coverage, the program has been criticized for its uneven implementation and lack of effectiveness. In response, on January 22, 2025, the official Instagram account of the Ministry of Communication and Digital Affairs (@kemkomdigi) posted a Reels video featuring an apology and message of aspiration from President Prabowo Subianto. This action demonstrated the government's use of social media for Government Public Relations (GPR) to rebuild public trust. The Reel content generated varied public opinions—neutral, positive, and negative. This study aims to measure the views of @kemkomdigi's Instagram followers regarding the message of the Reels video evaluating the program. A descriptive quantitative method was employed, using an e-survey distributed to 100 randomly selected respondents. Opinion was assessed through dimensions of message content. The research adopts the Stimulus-Organism-Response (S-O-R) model, public opinion theory, and GPR theory. Results show that followers held a positive view of the content, perceiving the message as relevant, accurate, valuable, easy to understand, accessible, and consistent in conveying positive communication.
Representation of the Male Protagonist Insecurity in the A Different Man Film
Insecurity is a feeling of unease, if ignored, can lead to severe depressive conditions. Indonesia is certainly not immune to this internal problem. Film as a mass medium can represent this complex psychological issue, as seen in the film A Different Man (2024). This research aims to study and understand the representation of insecurity in the film's male protagonist. A descriptive qualitative approach is used with the semiotic analysis method conceived by Roland Barthes. The analysis focuses on the denotation, connotation, and myths that appear in the film's key scenes. The research results show three main findings regarding the representation of insecurity in the film's protagonist. First, external transformation is not an effective solution for internal fragility, as a new persona fails to cover a wounded shadow. Second, insecure individuals have a comparative obsession and negative projections onto an "other" figure around them. Third, irrational and destructive behavior is depicted as an outlet for suppressed feelings of insecurity. Furthermore, this portrayal also interrogates the ideology of toxic masculinity present in the main character. This film effectively demonstrates masculinity myths regarding men. This shows the tragic consequences when a fragile man unleashes his insecurity in a very destructive and harmful manner.
Reception Analysis of the Sandwich Generation in Home Sweet Loan Film
The sandwich generation, particularly among Millennials and Generation Z, faces the dual burden of supporting both older and younger family members amidst rising economic pressures. This study explores how members of this generation interpret the representation of their lived experiences in the Indonesian feature film Home Sweet Loan. Using Stuart Hall’s reception analysis framework, the research investigates how four selected informants—aged 19 to 44 and experiencing sandwich generation conditions—decode the film’s message. Data were collected through in-depth interviews and analyzed qualitatively. Findings reveal that most participants occupied a dominant-hegemonic position, fully accepting the film’s portrayal of familial and financial struggles. One informant adopted a negotiated position, aligning with some elements while resisting others. The informants’ interpretations were shaped by their generational identity, educational background, and socio-economic experiences. This study contributes to the discourse on media reception in Indonesia by highlighting how film serves not only as a medium of entertainment, but also as a space for reflecting socio-cultural realities. It underscores the role of cinema in fostering empathy, awareness, and intergenerational dialogue.
Strategic Communication of the Chinese New Year and Cap Go Meh Celebration Committee in Promoting the Cap Go Meh 2025 Event in Singkawang
This research aims to analyze the communication strategy implemented by the Committee of the Chinese New Year and Cap Go Meh Celebration in Singkawang City in promoting the Cap Go Meh 2025 event. Cap Go Meh Festival is one of the prominent Chinese cultural heritages that attracts both domestic and international tourists, while also serving as a medium for preserving local traditions in Singkawang. This study employs a descriptive qualitative approach using a case study method, with data collected through in-depth interviews, non-participatory observations, and documentation. The findings reveal that the committee applied various communication approaches, including persuasive, informative, two-way communication, and word of mouth (WOM) techniques. The communication strategy was formulated based on audience segmentation, message planning, appropriate media selection, and the establishment of a dedicated team for promotion, publication, and media relations. The study shows that a comprehensive communication strategy involving local communities can effectively increase public participation and expand the promotional reach. This research offers practical insights for cultural event organizers and contributes academically to the development of cross-cultural communication strategies.
The Level of Parasocial Interaction on the X Account @JKT48
This study aims to examine the level of parasocial interaction on the X account @JKT48. Public relations is a management function that seeks to build and maintain beneficial and positive relationships between an organization and its public. The social media account X @JKT48 serves as a concrete example of how digital public relations are utilized to foster emotional closeness, intimacy, and interactive behavior between the idol group and its fans. The method employed is a quantitative research approach, involving the distribution of an online questionnaire to the account's followers. Data analysis was conducted by measuring three indicators of parasocial interaction: perceptual-cognitive, affective, and behavioral. The results show that the affective indicator has the highest mean value of 0.9, followed by the perceptual-cognitive indicator at 0.89, and the behavioral indicator at 0.86. These findings suggest that JKT48 fans have a strong emotional attachment to the group. The study concludes that the level of parasocial interaction on the X account @JKT48 is high across all three indicators, with the affective indicator being the highest.
The Effectiveness of Brand Ambassador In Non Gen Z In Indonesia
The role of a brand ambassador is considered strategic, as it helps build an emotional connection between a brand and its consumers. The use of Korean celebrities as brand ambassadors has become common among Indonesian products due to the global popularity of Korean culture, known as the “Korean Wave.” This study aims to measure the effectiveness of NCT Dream as the brand ambassador of the TosTos snack product among non-Gen Z audiences using the VisCAP model, which includes four components: Visibility, Credibility, Attraction, and Power. This model is considered effective in evaluating how well a brand ambassador conveys a brand message. The research used a descriptive quantitative method, with data collected through an online questionnaire. The sampling technique was non-probability quota sampling, involving 400 respondents from the general public aged 28 years and older who are familiar with NCT Dream as TosTos’s brand ambassador. The findings indicate that NCT Dream is effective as a brand ambassador for TosTos, even among millennial and older age groups, with the “Visibility” component receiving the highest score among the four indicators.
Representation of Generation Z women's Roles In The Film “Bolehkah Sekali Saja Ku Menangis”
This study analyzes the representation of Generation Z women in the film “Bolehkah Sekali Saja Ku Menangis” using Roland Barthes' semiotic approach. The film was chosen for its depiction of power dynamics within a patriarchal family and the emotional struggle of a young woman facing domestic violence. Set against the backdrop of ongoing gender inequality, the research highlights how Generation Z women raised in a digital and more progressive era are increasingly vocal and responsive to issues of equality. The study aims to explore how film, as a form of mass media, shapes public perceptions of women's roles and struggles. Employing a qualitative descriptive method, the analysis focuses on denotative, connotative, and mythological meanings within key scenes. The character Tari emerges as a symbol of strength and resistance, expressing vulnerability while challenging patriarchal norms without completely abandoning familial values. The findings suggest that the film offers a counter-narrative to traditional portrayals of passive femininity, emphasizing young women's pursuit of mental health and gender justice. Ultimately, the study underlines the importance of media in representing evolving gender roles and fostering awareness about women's issues, particularly those faced by Generation Z in patriarchal societies.