Garuda - Garba Rujukan Digital

Implementations of Art Museum Marketing Communication in Forming an Educative Arts Tourism Subculture: Case Study of Brand Activation at the NuArt Sculpture Park Museum in Bandung Bion Farhan Widiraharjanto; Erik Setiawan
Bandung Conference Series: Communication Management 521 - 528
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v6i2.24361

This research aims to understand how the NuArt Sculpture Park Museum's marketing communications are implemented through a brand activation strategy in shaping an educational arts tourism subculture. The focus of the research is on identifying marketing communications steps in brand activation, media usage, the role of the community, and the placement of brand activation within the main marketing communications strategy. The research method used is a qualitative case study approach. Through interviews with museum officials, activity observations, and documentation of brand activation activities, the results show that brand activation is carried out through three main stages: planning, implementation, and evaluation, which include aspects of output, outtake, and outcome. Communication media acts as a supporting channel in disseminating information. The community plays an important role as a collaborative partner in presenting, developing, and expanding the impact of brand activation activities. Furthermore, brand activation was chosen as the main marketing communications strategy because it provides a direct art experience that can build emotional engagement and understanding of cultural values. This process consistently shapes an educational arts tourism subculture consisting of visitors, creative communities, and members of the public actively involved in museum activities. Penelitian ini bertujuan untuk memahami bagaimana implementasi komunikasi pemasaran Museum NuArt Sculpture Park dilakukan melalui strategi brand activation dalam membentuk subkultur wisata seni edukatif. Fokus penelitian mengarah pada identifikasi langkah-langkah komunikasi pemasaran dalam brand activation, penggunaan media, peran komunitas, serta penempatan brand activation dalam strategi utama dalam komunikasi pemasaran. Metode penelitian yang digunakan adalah kualitatif dengan pendekatan studi kasus. Melalui wawancara dengan pihak museum, observasi kegiatan, serta dokumentasi atas aktivitas brand activation. Hasil penelitian menunjukkan bahwa brand activation dilakukan melalui tiga tahap utama : perencanaan, pelaksanaan, dan evaluasi yang meliputi aspek output, outtake, dan outcome. Media komunikasi berperan sebagai saluran pendukung dalam penyebaran informasi. Komunitas berperan penting sebagai mitra kolaboratif dalam menghadirkan, mengembangkan, serta memperluas dampak kegiatan branda activation. Lebih jauh, brand activation dipilih sebagai strategi komunikasi pemasaran utama karena memberikan pengalaman seni langsung yang mampu membangun keterlibatan emosional dan pemahaman nilai budaya. Proses ini secara konsisten membentuk subkultur wisata seni edukatif yang terdiri dari pengunjung, komunitas kreatif, serta masyarakat yang terlibat aktif dalam kegiatan museum.

Makna Komunikasi Interpersonal Guru dengan Siswa : dalam Meningkatkan Motivasi Menghafal Al-Qur’an di SD Pintar (Studi Fenomenologi Tentang Strategi Komunikasi Interperpersonal pada Guru Tahfidz SD Pintar Dalam Pembinaan Hafalan Al-Qur’an) Muhamad Varrel Rahmadina; Erik Setiawan
Bandung Conference Series: Communication Management 557 - 564
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v6i2.24478

This study is based on the phenomenon that although schools have high memorization targets, student motivation and achievement are still diverse, so that communication between tahfidz teachers is important in the process of fostering Al-Qur'an memorization. This study aims to examine teachers' content knowledge regarding Quran memorization material, explain their procedural knowledge in formulating communication strategies tailored to the developmental needs of elementary school students, and understand the meaning of interpersonal communication between teachers and students.. The study uses a qualitative method with a phenomenological approach under the constructivism paradigm with subjects being tahfidz teachers in grades 1–6 and Al-Qur'an coordinators at SD Pintar. Data were collected through observation, in-depth interviews, and documentation, then analyzed interactively through data reduction, data display, drawing conclusions, and source triangulation. The results show that interpersonal communication is interpreted as a medium to bridge students' emotional and spiritual by creating a sense of security so that the memorization process is not frightening. Teacher content knowledge includes mastery of tajwid, makharijul huruf, as well as understanding the psychology and cognitive readiness of children. Procedural knowledge is realized through adaptive strategies such as layered planning, verbal and nonverbal appreciation, monitoring through leadership books, and innovative ongoing learning methods. Penelitian ini berangkat dari fenomena bahwa meskipun sekolah memiliki target hafalan yang tinggi, motivasi dan capaian siswa masih beragam sehingga komunikasi guru tahfidz penting dalam proses pembinaan hafalan Al-Qur’an. Penelitian bertujuan mengetahui content knowledge guru terkait materi hafalan Al-Qur’an, menjelaskan procedural knowledge guru dalam menyusun strategi komunikasi sesuai kebutuhan perkembangan siswa sekolah dasar, serta mengetahui makna komunikasi interpersonal guru dengan siswa. Penelitian menggunakan metode kualitatif pendekatan fenomenologi berparadigma konstruktivisme dengan subjek guru tahfidz kelas 1–6 dan koordinator Al-Qur’an di SD Pintar. Data dikumpulkan melalui observasi, wawancara mendalam, dan dokumentasi, lalu dianalisis secara interaktif melalui reduksi, display data, penarikan kesimpulan, serta triangulasi sumber. Hasil penelitian menunjukkan bahwa komunikasi interpersonal dimaknai sebagai media untuk menjembatani emosional dan spiritual siswa dengan menciptakan rasa aman agar proses hafalan tidak menakutkan. Content Knowledge guru mencakup penguasaan tajwid, makharijul huruf, serta pemahaman psikologi dan kesiapan kognitif anak. Procedural Knowledge diwujudkan melalui strategi adaptif seperti perencanaan berlapis, apresiasi verbal dan nonverbal, pemantauan melalui buku leadership, serta inovasi metode pembelajaran berkelanjutan.

Strategi Komunikasi Mentor dalam Membangun Literasi Media Digital pada Mahasiswa Magang: Studi Kasus Divisi Fact Checking di DInas Komunikasi dan Informatika Provinsi Jawa Barat Unit Jabar Saber Hoaks Haikal Algifari; Erik Setiawan
Bandung Conference Series: Communication Management 743 - 752
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v6i2.25040

The rapid development of digital technology has transformed the way people access, produce, and disseminate information while increasing the spread of misinformation that threatens the quality of information in digital spaces. This condition highlights the importance of strengthening digital media literacy, particularly among young people. Jabar Saber Hoaks, a unit under the West Java Provincial Office of Communication and Informatics, contributes to hoax mitigation through fact-checking activities involving student interns in its Fact Checking Division. This study aims to analyze mentors’ communication strategies in fostering digital media literacy, explain how the values of honesty (sidq), responsibility (amanah), and verification (tabayyun) are integrated into the mentoring process, and identify the reasons for integrating these values. This research employed a qualitative case study within a constructivist paradigm. Data were collected through in-depth interviews, observations, and documentation, and analyzed using the Miles and Huberman interactive model with source triangulation. The findings reveal that mentors implemented communication strategies through the stages of research, planning, execution, evaluation, and reporting, supported by dialogic, adaptive, and learning-by-doing interpersonal communication. The integration of sidq, amanah, and tabayyun through guidance, discussion, mentoring, review, evaluation, and habituation strengthened critical thinking, integrity, responsibility, professionalism, and the digital media literacy of student interns. Perkembangan teknologi digital telah mengubah cara individu dalam mengakses, memproduksi, dan menyebarkan informasi, namun juga meningkatkan penyebaran hoaks yang mengancam kualitas informasi di ruang digital. Kondisi ini menegaskan pentingnya penguatan literasi media digital, terutama bagi generasi muda. Unit Jabar Saber Hoaks sebagai bagian dari Dinas Komunikasi dan Informatika Provinsi Jawa Barat berperan dalam mitigasi hoaks melalui kegiatan verifikasi informasi yang melibatkan mahasiswa magang Divisi Pengecekan Fakta (Fact Checking). Penelitian ini bertujuan untuk menganalisis strategi komunikasi mentor dalam membangun literasi media digital, menjelaskan cara mentor dalam mengintegrasikan nilai kejujuran (sidq), tanggung jawab (amanah), dan ketelitian dalam verifikasi informasi (tabayyun), serta mengidentifikasi alasan integrasi nilai-nilai tersebut dalam proses mentoring. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus berparadigma konstruktivisme. Data diperoleh melalui wawancara mendalam, observasi, dan dokumentasi, kemudian dianalisis menggunakan model interaktif Miles dan Huberman dengan uji keabsahan data melalui triangulasi sumber. Hasil penelitian menunjukkan bahwa strategi komunikasi mentor diterapkan melalui tahapan research, planning, execute, evaluation, dan report yang didukung komunikasi interpersonal yang dialogis, adaptif, dan berbasis learning by doing. Integrasi nilai sidq, amanah, dan tabayyun melalui pengarahan, diskusi, pendampingan, review, evaluasi, dan pembiasaan terbukti mampu membangun kemampuan berpikir kritis, integritas, tanggung jawab, profesionalisme, serta literasi media digital pada mahasiswa magang.

Analisis Resepsi Lagu sebagai Media Kritik Sosial M Revaldi Alamsyah; Erik Setiawan
Bandung Conference Series: Communication Management 1049 - 1056
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v6i2.25936

This study examines how residents of Dago Elos, Bandung, interpret the song Tuhan di Reruntuhan Kota by Dongker as a medium of social criticism amid an agrarian conflict caused by a land dispute based on the colonial-era Eigendom Verponding title. This study employed a descriptive qualitative approach using reception analysis. Data were collected through in-depth interviews with six purposively selected key informants from the Dago Elos community and one supporting informant from the Legal Aid Institute (LBH) of Parahyangan University. The data were analyzed using the Miles and Huberman interactive model, combined with Stuart Hall's reception analysis framework through three reading positions: dominant-hegemonic reading, negotiated reading, and oppositional reading. The findings reveal that four informants occupied the dominant-hegemonic reading position, fully accepting the song's message in accordance with their lived experiences of the land conflict. Two informants were positioned within the negotiated reading category, accepting the song's central message while adapting their interpretations to its metaphorical lyrics and aggressive musical style. The most significant finding is that one informant's decision to remain childfree emerged as a psychological consequence of the agrarian conflict, demonstrating that the impact of land disputes extends beyond physical space to influence deeply personal life decisions. No oppositional reading was identified, as all informants were directly affected by the issues represented in the song. Future research is recommended to include external audiences in order to explore the potential emergence of oppositional reading. Penelitian ini mengkaji cara warga Dago Elos, Bandung, memaknai lagu "Tuhan di Reruntuhan Kota" karya Dongker sebagai media kritik sosial di tengah konflik agraria yang disebabkan sengketa lahan berbasis dokumen Eigendom Verponding warisan kolonial. Pendekatan kualitatif deskriptif dengan metode analisis resepsi digunakan dalam penelitian ini. Data dikumpulkan melalui wawancara mendalam terhadap enam informan utama warga Dago Elos yang dipilih secara purposive dan satu informan pendukung dari LBH Universitas Parahyangan, kemudian dianalisis menggunakan model Miles dan Huberman yang dikombinasikan dengan prosedur analisis resepsi Stuart Hall melalui tiga posisi pembacaan: dominant-hegemonic reading, negotiated reading, dan oppositional reading. Hasil menunjukkan empat informan berada pada posisi dominant-hegemonic reading, menerima pesan lagu secara penuh sesuai pengalaman konflik yang mereka jalani. Dua informan menempati posisi negotiated reading, menerima pesan utama namun menyesuaikan pemaknaan terhadap gaya lirik metaforis dan karakter musik yang keras. Temuan paling signifikan adalah keputusan childfree seorang informan sebagai dampak psikologis konflik agraria, yang membuktikan bahwa dampak konflik tidak hanya pada ruang fisik tetapi juga merambah keputusan yang bersifat sangat privat. Posisi oppositional reading tidak ditemukan karena seluruh informan terdampak langsung oleh isu dalam lagu. Penelitian selanjutnya disarankan melibatkan audiens eksternal untuk mengeksplorasi kemungkinan munculnya posisi oppositional reading.

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