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All Journal Atmosfer: Jurnal Pendidikan, Bahasa, Sastra, Seni, Budaya, Dan Sosial Humaniora
Asep Kurnia Saputra
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Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media

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Komunitas Merek Digital dalam Sepak Bola Indonesia: Analisis Isi Interaksi Penggemar Persib Bandung di Media Sosial Ridha Handayani; Asep Kurnia Saputra; Edison Bonartua Hutapea
Atmosfer: Jurnal Pendidikan, Bahasa, Sastra, Seni, Budaya, dan Sosial Humaniora Vol. 4 No. 2 (2026): Mei: Atmosfer: Jurnal Pendidikan, Bahasa, Sastra, Seni, Budaya, dan Sosial Huma
Publisher : Universitas Palangka Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59024/atmosfer.v4i2.1719

Abstract

This study analyzes the formation of a digital brand community through Persib Bandung fan interactions on social media. The research aims to examine how content distribution, message functions, and engagement patterns contribute to the construction of collective identity and digital rituals among supporters. Using a qualitative-interpretative content analysis supported by quantitative descriptive data, this study analyzes 418 posts published on Persib Bandung's official Instagram, TikTok, Facebook, X/Twitter, and YouTube accounts from November 27 to December 10, 2025. The findings reveal that Persib Bandung generated 29,543,663 total interactions, with Instagram and TikTok emerging as the most affective platforms for engagement. Non-match content (41.4%) and emotional or motivational messages (40.2%) dominate communication. Despite high public engagement, no evidence of two-way talkback from the official account was found, indicating a predominantly one-way communication model. The study concludes that Bobotoh function as a digital brand community characterized by collective identity, digital rituals, loyalty, symbolic ownership, and co-creation of brand meaning through measurable public interactions. This research contributes to the understanding of sports communication and digital brand communities in emerging football markets.
Narasi Ramah Lingkungan Sebagai Instrumen Persuasi Entitas Bisnis Asep Kurnia Saputra; Darwadi Darwadi; Mulharnetti Syas
Atmosfer: Jurnal Pendidikan, Bahasa, Sastra, Seni, Budaya, dan Sosial Humaniora Vol. 4 No. 2 (2026): Mei: Atmosfer: Jurnal Pendidikan, Bahasa, Sastra, Seni, Budaya, dan Sosial Huma
Publisher : Universitas Palangka Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59024/atmosfer.v4i2.1739

Abstract

This article examines how business entities construct eco-friendly narratives as strategic persuasive instruments in sustainable product advertising, operating through discursive and ideological mechanisms deliberately managed by corporations. Drawing on Norman Fairclough's Critical Discourse Analysis (CDA) framework, which dissects discourse across three analytical dimensions such as text, discursive practice, and social practice, as a lens to expose corporate ideology concealed beneath sustainability claims, this study analyses four eco-friendly product advertisements from international and domestic brands published between 2020 and 2026. Findings reveal that eco-friendly advertising narratives are constructed through three dominant discursive strategies: 1. Naturalization of consumer identity as a morally responsible environmental subject. 2. Reframing of consumption as a form of activism. 3. Linguistic greenwashing that conceals the contradictions of green capitalism behind vague sustainability lexicons. The study argues that business entities actively manage eco-friendly narratives not merely as informative messages, but as ideological apparatuses that strategically discipline consumer subjectivity, reproduce corporate hegemony, and legitimize green capitalism practices within ecological discourse. Implications for environmental communication studies, advertising regulation, and consumer critical literacy are discussed in the concluding section.
Co-Authors Darwadi Darwadi Edison Bonartua Hutapea Mulharnetti Syas Ridha Handayani