Article Per Year (5 Year)
p-Index From 2021 - 2026
0
P-Index
This Author published in this journals
All Journal Journal Communication Spectrum: Capturing New Perspectives in Communication
Surbakti, Abbram Mika Teguh
PT Rpay Finansial Digital Indonesia
Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PRIA DI MATA PRIA: Resepsi Khalayak Konsumen Pria di Platform Kaskus terkait Kampanye Garnier Men Surbakti, Abbram Mika Teguh
Journal Communication Spectrum : Capturing New Perspectives in Communication Vol 6, No 1 (2016): Februariy - July 2016
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v6i1.2020

Abstract

Kaskus is an Indonesia forum site with a really huge user base, in Indonesia, it’s popularity is on the same level as some global sites such as Google, Youtube, Twitter, and many more. Seeing from this fact alone, it’s easy to say Kaskus as potential promotional media in Indonesia. The problem is, there’s some misunderstanding about Kaskus, especially the users, which make some brands ignoring Kaskus as of their potential promotional media for their campaign. Garnier, on the other hand, is one of the brands brave enough to use Kaskus as one of their promotional media for the Garnier Urban Hero which talks about masculinity. This article explores this campaign from the perspective of consumers, especially men as the dominant users of Kaskus. Using reception analysis with Hall’s Encoding/Decoding as it’s the basic idea, the study has identified how the reception process of Kaskus users from this campaign worked, how they interpreting it, how they decoding it, and then how users were understanding or interpreting Kaskus itself. Men saw other men on media as the mirror as well as competitor for their desire and pleasure. The brand is a vehicle for connecting men's desire and their repressing pleasures in facing the competition. To cite this article (7th APA style): Surbakti, A. M. T. (2016). Pria di Mata Pria: Resepsi Khalayak Konsumen Pria di Platform Kaskus terkait Kampanye Garnier Men [Men Reception towards the Campaign of Garnier Men in Kaskus]. Journal Communication Spectrum, 6(1), 74-88 
Co-Authors