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All Journal Ettisal: Journal of Communication
Bambang Dwi Prasetyo
Universitas Brawijaya, Jl. Veteran No.10-11, Ketawanggede, Kec. Lowokwaru, Kota Malang, Jawa Timur 65145

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Neoliberal Discourse in Digital Sociopreneurship: A Foucauldian Analysis Juan Pinantun Pakpahan; Bambang Dwi Prasetyo; Fitri Hariana Oktaviani
ETTISAL : Journal of Communication Vol. 11 No. 1 (2026): Ettisal : Journal of Communication (articles in layout)
Publisher : Universitas Darussalam Gontor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21111/ettisal.v11i1.2

Abstract

This study examines how neoliberal ideology is reproduced within digital sociopreneurial communication by analyzing Garda Pangan, a foodbank sociopreneurial organization operating in Surabaya and Malang, Indonesia. The research addresses a core problem in contemporary humanitarian campaigns, namely the tendency to frame structural issues such as food waste and food insecurity as matters of individual moral responsibility. Using Foucauldian Discourse Analysis within the Critical–Cultural Tradition, this study investigates how visual and textual narratives on Instagram construct moral subjectivities, responsibilize audiences, and normalize neoliberal rationalities. The findings identify four dominant discursive formations: food waste as moral failure, charity as redemption, volunteering as lifestyle identity, and institutional discipline of virtue. These formations reveal how digital campaigns aestheticize empathy, individualize responsibility, and transform humanitarian action into performative moral practice. The analysis of organizational guidelines further demonstrates how institutional discourse reinforces moral governance and self-regulation. The study concludes that Garda Pangan’s communication reconfigures collective ethics into individualized virtue, thereby depoliticizing the structural dimensions of food insecurity. This research contributes to critical communication scholarship by showing how power operates through moral discourse in digital sociopreneurship.
Pursuing Public Trust: Tax Reform Communication during the Indonesian Government Transition Neni Puji Artanti; Akhmad Muwafik Saleh; Bambang Dwi Prasetyo
ETTISAL : Journal of Communication Vol. 10 No. 02 (2025): Ettisal : Journal of Communication
Publisher : Universitas Darussalam Gontor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21111/ettisal.v10i02.13

Abstract

The credibility of tax policy is relies not only on excellent policy design but also effective communicated to the public. Tax policy significantly affect the public interest, so the Directorate General of Taxation's (DGT) communication strategy is critical for sustaining public trust. During Indonesia’s 2024 political transition, the DGT faced challenges in communicating sensitive tax reform issues, including the adjustment of Value-Added Tax rate and the implementation of the Coretax system. This qualitative case study applies the Contingency Theory of Accommodation to examine how predisposing and situational factors shaped the communication stance along the advocacy–accommodation continuum. The research triangulated in-depth interviews with public relations managers and social media specialists, document analysis, and qualitative content analysis of 74 social media posts and 284 news articles from October 2024 to January 2025. The findings reveal that although the Directorate General of Taxation implements the “communication as part of policy” paradigm reflecting its predisposed strategy, situational complications such as fragmented information bubbles, political residue, and the “lost period” of public preparation, dominated the communication dynamics during the transition A key theoretical contribution of the study is the identification of algorithm-driven fragmentation as situational pressures that constrained the effectiveness of predispositional orientations. The study also highlights the need to elevate the communication strategy to a higher regulatory level to ensure a robust communication process even during a transitional period.
Co-Authors Akhmad Muwafik Saleh Fitri Hariana Oktaviani Juan Pinantun Pakpahan Neni Puji Artanti