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All Journal JURNAL MULTIDISIPLIN ILMU AKADEMIK Journal of Media and Communication
Rifma Ghulam Dzaljad
Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Muhammadiyah Prof. Dr. Hamka
Religion Humanities Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Social Sciences

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Komodifikasi Perempuan sebagai Komoditas dalam Iklan Wardah #BeautyMovesYou di YouTube: Analisis Wacana Kritis Perspektif Feminisme Interseksional Nur Rayhan Alhabsi; Rayhani Fajrianti; Rifma Ghulam Dzaljad
Journal of Media and Communication | E-ISSN : 3063-9581 Vol. 2 No. 4 (2026): April - Juni
Publisher : GLOBAL SCIENTS PUBLISHER

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Abstract

Beauty product advertisements do not merely function as marketing media, but also as spaces that actively transform women into economic commodities. This study aims to analyze how women are commodified in Wardah's #BeautyMovesYou advertisement on YouTube, a 60-second campaign released in October 2021 featuring four main scenes of women moving to create change. The study employs a qualitative approach using Norman Fairclough's three-dimensional Critical Discourse Analysis (CDA). Vincent Mosco's commodification concept is used to read how women's identities and values are transformed into exchange value, while Kimberlé Crenshaw's intersectional feminism is used to examine which identities are selectively commodified. The findings show that all four scenes commodify women's social values, from the spirit of collaboration, courage, education, to Muslim identity, as commercial brand assets. The inclusivity displayed is selective: only identities with high market value are represented, while lower-class, elderly, and ethnic minority women are absent. This study concludes that the empowerment narrative in Wardah's advertisement must be critically read as a femvertising practice.
ANALISIS BAHASA DAN KUASA IDEOLOGI DALAM PERNYATAAN PRESIDEN PRABOWO: "WARGA DESA TIDAK PAKAI DOLAR” Muhammad Rayhan Kurniawan; Angga Nurhidayat; Rifma Ghulam Dzaljad
JURNAL MULTIDISIPLIN ILMU AKADEMIK Vol. 3 No. 4 (2026): Agustus
Publisher : CV. KAMPUS AKADEMIK PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jmia.v3i4.11680

Abstract

President Prabowo Subianto’s statement that “people in villages don’t use dollars” amid the rupiah’s depreciation to Rp17,600 per USD has sparked public controversy. This study critically analyzes the discourse using Norman Fairclough’s Critical Discourse Analysis (CDA) framework, which comprises three interrelated dimensions: textual analysis, discursive practice, and sociocultural practice. The research aims to reveal how language functions as a mechanism for reproducing power and political ideology that marginalizes rural communities. Findings demonstrate that the statement employs economic simplification that obscures the indirect impacts of rupiah depreciation on rural Indonesia, including rising import-driven inflation and increased prices for fertilizers, fuel, animal feed, and medicines. Ideologically, the discourse reproduces an oppositional binary between a “carefree” political elite and “untouched” villagers, while naturalizing the notion that rural populations remain unaffected by macroeconomic policies. The study concludes that presidential language is not neutral; rather, it carries ideological messages that sustain dominant power structures through discursive simplification and the naturalization of inequality.
KOMODIFIKASI GAYA HIDUP TRAVELING DALAM KONTEN INSTAGRAM @BACKPACKERTAMPAN DAN @AHMADRIFYANNUR DI KALANGAN GENERASI Z Abdul Hadi Almaghribi; Adam Reynaldi Sofyan; Rifma Ghulam Dzaljad
JURNAL MULTIDISIPLIN ILMU AKADEMIK Vol. 3 No. 5 (2026): Oktober
Publisher : CV. KAMPUS AKADEMIK PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jmia.v3i5.11761

Abstract

This study discusses the traveling lifestyle among Generation Z from the perspective of the Frankfurt School of Critical Theory. The growing phenomenon of traveling through digital media is no longer understood only as an activity to satisfy oneself by going to dream places or simply to relieve stress (use value), but also becomes a popular cultural lifestyle that can generate exchange value, such as becoming a commodity to generate profits through promotional content for open trip services and endorsements. In the perspective of the Frankfurt School of Critical Theory, this condition shows how social media forms the commodification of the traveling lifestyle into a commodity that is traded in the market, based on the Political Economy of Communication Theory - Vincent Mosco. This study uses a qualitative approach with digital observation techniques on the Instagram social media platform, as well as a documentation study of the content of the @backpackertampan and @ahmadrifyannur accounts with a travel theme. The results of the study indicate a relationship between social media, the cultural industry, and digital capitalism in shaping the traveling lifestyle among Generation Z.
Co-Authors Abdul Hadi Almaghribi Adam Reynaldi Sofyan Angga Nurhidayat Muhammad Rayhan Kurniawan Nur Rayhan Alhabsi Rayhani Fajrianti