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All Journal Jurnal Ilmu Komunikasi
Panji Mukadis
Swiss German University
Languange, Linguistic, Communication & Media

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Industri Budaya dan Dramaturgi dalam Storytelling Iklan Instagram: Studi Kasus Konten @indrajegel Panji Mukadis
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 2 (2026): Mei 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i2.6631

Abstract

Content from the @indrajegel Instagram account attracts audience attention through a storytelling style inspired by Chinese television melodrama. Chinese melodramatic content is commonly characterized by a degree of standardization, including distinctive and recurring background music. This melodramatic template has gained wider recognition through platforms such as ReelShort, which are supported by China’s “Going Global” cultural policy. Grounded in a constructivist perspective, this study examines the cultural industry phenomenon of influencer-based social media content through a case study of the @indrajegel account, focusing on why content that is consciously recognized as advertising can still capture audience attention by analyzing its dramaturgical aspects. This study offers novelty not only through its case selection, but also by addressing the limited number of studies that explicitly connect Chinese-style melodramatic content with cultural industry theory, particularly in relation to dramaturgical analysis. The findings demonstrate how the frontstage and backstage dimensions of the content generate a form of permission marketing through an entertaining three-act dramatic structure, resulting in high levels of audience engagement. These findings provide managerial implications for brands and influencers by highlighting the potential for exploring similar activation strategies inspired by the @indrajegel phenomenon. Future research may examine the advertising effectiveness of the same account, ranging from ad recall to purchase intention or actual purchasing behavior, as well as explore other influencer accounts with different content characteristics and creator backgrounds.
Kapital Relasional dan Konversi Modal Bourdieu Studi Kasus Band Pyong Pyong Haris Yuliyanto; Adi Nugroho; Panji Mukadis
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 3 (2026): Agustus 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i3.7140

Abstract

In Indonesia, subculture tend to be associated negatively. However some of music band still exist and expanding even though with the kind of attribute that attached to them.  The view from Pierre Bourdieu about cultural have been used by us to study capital conversion by Pyong Pyong, a music band in Pop Punk genre.  This study offer novelty from the study orientation point of view, thus most of the previous study focus on visual commodification, as we offer the study of the dynamic of music agency in the music ecosystem. As for the data analysis, we conducted interview and documentation archive gathering. There are points that have been found that one of their advantages compare to other bands is their consistency. This consistency reflected by the high traffic earned by Pyong Pyong in the internet and social media. This achievement did not stand exclusively by built by inclusive pattern and with the sustainability principle. Future studies can explore comparative study with other Pop Punk bands from other cities such as Bandung, Surakarta, Yogyakarta, and many more to test generalization of the model, or inviting perspective from other Band in  Semarang.
Co-Authors Adi Nugroho Haris Yuliyanto