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Bayu Widagdo, Muhammad
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AKTIVITAS SHARENTING DAN PRAKTIK KOMODIFIKASI ANAK (Studu Netnografi pada Akun TikTok @ndhiraa07) Nirmala Hastutik, Renta; Bayu Widagdo, Muhammad; Lukmantoro, Triyono
Interaksi Online Vol 12, No 3: Juli 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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The phenomenon of sharenting, where parents share their children's activities on social media, has emerged from the evolving parenting patterns in the digital world. Initially, it was about sharing everyday moments, but now children gain popularity that parents exploit for personal gain. This activity threatens children's privacy and rights, as their personal information is widely disseminated without their consent. Content commodification occurs, turning the child's private life into a tool for profit. This study employs Social Network Theory, Communication Privacy Management Theory, and Political Economy of Media Theory using netnography on the TikTok account @ndhiraa07. The findings indicate that sharenting activities include the child's daily routines, packaged entertainingly while also being educational, motivational, and shaping the image of a good young mother. Although sharing everyday activities, content commodification is evident where the child's popularity is leveraged for profit through content exposure and endorsement practices, resulting in high engagement in the form of views, likes, and comments. The child's privacy is violated by blurring private and public spaces.
INTERPRETASI FAMILY VALUES PADA FILM KELUARGA CEMARA Renata Winahyu, Maria; Sunarto, Sunarto; Bayu Widagdo, Muhammad
Interaksi Online Vol 12, No 4: Oktober 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Film is one of the media used to spread information or messages to the public. Filmmakers have a vision and mission in making a film, not just for entertainment, but also to convey values that reflect social conditions and critique various aspects of life. "Keluarga Cemara" is a film released in 2019 that focuses on Abah's efforts to keep his family together with Emak, Euis, and Ara after facing bankruptcy. This study aims to identify the family values presented in the film's scenes by understanding the filmmaker's intentions in creating "Keluarga Cemara." This research uses a qualitative study by Schleiermacher's hermeneutic analysis method, which interprets a text by analyzing two parts: the cortex and the nucleus. The cortex analysis involves grammatical and semantic analysis by considering the context of the object, while the nucleus contains textual interpretation by the filmmaker, considering norms, values, and ideologies. The theories used in this study are organizational control theory and representation theory. The results of the study show that the filmmaker of "Keluarga Cemara" pays attention to social issues related to family by portraying family values into the film. Out of the 71 scenes in the film, 17 selected scenes highlight family values such as togetherness, stability, and loyalty. This film reflects social phenomena happening in society, especially family-related issues. In this regard, film industry professionals are expected to play a dominant role in being more selective in choosing the narratives or themes presented in films.
REPRESENTASI PATRIARKI DAN EKSPLOITASI PADA PEREMPUAN DALAM FILM ENOLA HOLMES 2 Dwi Amanda, Visca; Rahardjo, Turnomo; Bayu Widagdo, Muhammad
Interaksi Online Vol 12, No 3: Juli 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Equality of rights and opportunities for women has been pursued through various forms of business. The use of gender themes, such as in the film Enola Holmes 2, depicts the role of women in the economic sector who are exploited by various patriarchal cultural stereotypes. This research aims to analyze several scenes from the film Enola Holmes with representations of the struggle for equality and women's labor rights. The type of research used is descriptive qualitative with John Fiske's semiotic analysis method. The research findings show that several scenes display code at the reality level, namely gestures and expressions as well as the environment, at the representation level technical aspects such as camera, dialogue, lighting and editing are found, and at the ideological level, pariarchy and exploitation ideology is found through coding at the previous level. Research found that in the film Enola Holmes 2 female workers were represented as having no power due to the existence of a patriarchal cultural system in British society in the 1880s and this led to acts of exploitation by powerful parties such as match factory owners towards workers who worked in the factory.
The Influence of Influencers Popularity, Online Customer Review and Advertising Exposure on Npure Purchase Interest on E-Commerce Shopee Rosyada Setijawan, Amrina; Pradekso, Tandiyo; Bayu Widagdo, Muhammad
Interaksi Online Vol 12, No 3: Juli 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Beauty and cosmetics products are the best-selling products right now. It is known that the cosmetics and beauty industry in Indonesia has increased from year to year and contributed 1.92% to gross domestic product (GDP) (Bisnis Indonesia, 2022. Skincare is one of the beauty products needed to keep skin healthy. Not only for women, now many men also use it. Until 2022, recorded skincare sales in Indonesia reached IDR 292.4 billion in the second quarter (Compas, 2022). NPure is a local skincare brand that was founded in 2017 with a campaign in the form of skincare products with natural ingredients. NPure also revealed that its products come from raw materials taken from farmers in Indonesia, which also supports the welfare of farmers in Indonesia. The existence of many skincare brands in the beauty and cosmetics category makes it necessary for NPure to implement strategies to attract more consumer purchase interest in skincare. This study aims to evaluate the marketing communication tools used by NPure and to find out is there any influence of influencers popularity, online customer review, and advertising exposure on NPure purchase interest. The hypotheses in this study are derived from theory used in this study is the Source of Attractiveness Model, Cognitive Response Approach theory and Advertising Exposure theory, with the sampling technique of non-probability sampling. The sample consists of 100 people with female and male characteristics that already know about NPure influencers popularity, NPure online customer review and NPure advertising. The results showed that the hypothesis about influencers popularity on purchase interest, online customer review on purchase interest and advertising exposure on purchase interest is accepted with a significance value of 0.000, indicating there is a significant influence on purchase intention.
EXPLORING CONSUMERS’ RESPONSES TO ADVERTISING THAT CHALLENGES BEAUTY IDEALS THROUGH BRAND AMBASSADOR: ANALYSIS OF AUDIENCE RECEPTION TOWARD PANTENE INDONESIA’S BYE#RAMBUTCAPEK, HELLO #RAMBUTKERECHARGED YOUTUBE AD WITH CELEBRITY ENDORSER KEANU ANGELO Sekar Dewi Pramana, Antonia Rachel; Surayya Ulfa, Nurist; Bayu Widagdo, Muhammad
Interaksi Online Vol 12, No 4: Oktober 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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This research explores how Pantene Indonesia challenges the perception that beauty products are exclusively for women through its advertising campaigns, particularly by featuring male influencers like Keanu Angelo in its promotions for the Pantene Miracle Hair Supplement. As Indonesia's beauty industry, especially hair care, continues to grow, Pantene has sought to redefine its brand image in response to competitive pressures and traditional beauty standards. Utilizing Stuart Hall's Reception Theory, qualitative interviews with five informants reveal diverse audience responses shaped by their social backgrounds and personal experiences. Findings indicate a spectrum of interpretations, including dominant, negotiated, and oppositional positions, with some informants exhibiting a dual negotiated-oppositional stance that acknowledges the ad's inclusive message while critiquing conflicting elements. These insights highlight the complexity of audience engagement with media messages and suggest that while Pantene's strategy has the potential to shift perceptions and challenge stereotypes, it must also incorporate broader representations and community outreach efforts to resonate authentically with evolving societal beauty standards.
THE INFLUENCE OF MARKETING COMMUNICATION LIVE STREAMING ON TIKTOK ACCOUNT @SOMETHINCMAKEUP ON CONSUMER PURCHASING DECISION OF SOMETHINC MAKEUP PRODUCTS WITH BUYING INTEREST AS MEDIATOR VARIABLE Putri Permata, Arrawinda; Sunarto, Sunarto; Bayu Widagdo, Muhammad
Interaksi Online Vol 12, No 3: Juli 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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The internet has become a business platform. In 2021, local brand Somethinc introduced its makeup products and carried out various promotions via TikTok social media. As a new entrant, Somethinc Makeup needs to increase its sales so that it can compete with other local brands. One of the marketing efforts they make is through live streaming on the TikTok application. This research aims to determine the influence of marketing communications via live streaming on TikTok on consumer purchasing decisions, with purchase interest as a mediator. This research uses the Elaboration Likelihood Model with non-probability sampling techniques. The sample consisted of 100 individuals aged 18-24 years who were TikTok users and followers of the @somethincmakeup account, had an interest in cosmetics, had purchased Somethinc cosmetic products, and had experience using Somethinc products. This consideration is based on the majority of TikTok users which are teenagers aged 18 - 24 years, and Somethinc's market segmentation demographic, namely women aged 15 and older. Hypothesis testing is carried out using Simple Linear Regression and Multiple Linear Regression by SPSS. Based on the research results, it was found; (1) first hypothesis: there is a positive and significant influence of marketing communications via live streaming on TikTok (X) on Purchase Decisions (Y) with a significant value of 0.000. (2) second hypothesis: the live streaming marketing communication variable on TikTok (X) has a positive and significant effect on Purchase Interest (M) with a significant value of 0.000, so that the better the marketing communication activities via live streaming on TikTok (X), the higher the purchase interest. (3) the third hypothesis is accepted where there is a positive and significant influence between marketing communications via live streaming on TikTok (X) on purchasing decisions (Y) which is partially mediated by Purchase Interest (M) with a significant value of 0.00.
NARRATIVE ANALYSIS: EXPLORING THE POWER DYNAMIC OF RURAL HOUSEWIVES WHOM ARE ALSO FARM WORKERS Kezia Dewi Fortuna, Dominica; Dwiningtyas Sulistyani, Hapsari; Bayu Widagdo, Muhammad
Interaksi Online Vol 12, No 3: Juli 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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This study explores the power dynamics of rural housewives who also work as farm laborers. The main focus of the study is to understand their autonomy and decisionmaking position within the household context. Using a qualitative approach, this research involved in-depth interviews and participant observation of a number of housewives in rural areas. The key findings reveal that these housewives generally lack significant personal autonomy within their households. This is largely due to their limited understanding of gender equality concepts and their right to participate in household decision-making. As a result, they tend to choose passivity and submission to their husbands' authority. This study highlights the importance of education on gender equality and women's empowerment in rural areas. The implications of these findings indicate a need for programs that can increase awareness and understanding among housewives about their rights, as well as encourage more active participation in household decision-making.
HUBUNGAN TERPAAN IKLAN GAME ONLINE MOBILE LEGENDS DAN INTENSITAS MIKROTRANSAKSI DENGAN TINGKAT KEANDUAN GAME ONLINE PADA GAMERS REMAJA Salman Al Farisi, Muhammad; Setyabudi, Djoko; Bayu Widagdo, Muhammad
Interaksi Online Vol 12, No 1: Januari 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Mobile Legends merupakan salah satu game online paling populer di Indonesia. Moonton selakupihak developer yang berasal dari Shanghai China, mulai melebarkan sayapnya ke Indonesia pada11 Juli 2016. Mobile Legends berkembang dengan begitu cepat, jumlah pengguna setiap tahunnyaselalu mengalami peningkatan, terdapat sebanyak 80 juta pengguna setiap bulannya sepanjangtahun 2022. Salah satu hal yang membuat Mobile Legends berkembang begitu cepat ialah strategiberiklan yang dilakukan oleh Moonton. Di sisi lain, pada tahun 2022 Moonton meraup keuntungansebanyak 13,2 juta USD dari belanja pemain, meningkat 1,5 persen dari tahun sebelumnya. Sekitar35,8 persen keuntungan di Asia Tenggara berasal dari Indonesia. Data tersebut menunjukkanbegitu masifnya pengguna melakukan aktivitas Mikrotransaksi. Maka dari itu, penelitian inimemiliki tujuan untuk mengetahui Hubungan antara Terpaan Iklan Mobile Legends dan IntensitasMikrotransaksi dengan Tingkat Kecanduan Game Online pada Gamers Remaja. Sampel yangditetapkan berjumlah 100 responden dengan kriteria usia 15-21 tahun yang aktif bermain MobileLegends dan berdomisili di Semarang. Penelitian ini menggunakan non-probability samplingdengan teknik pengambilan purposive sampling. Penelitian ini menunjukkan hasil nilaisignifikansi antara Terpaan Iklan Mobile Legends terhadap tingkat kecanduan game online padagamers remaja sebesar 0.020. hasil tersebut dikatakan signifikan jika hasil yang didapatkanmemiliki nilai signifikansi <0.05 dan nilai koefisien korelasi Kendall Tau-B sebesar 0.190 yangberarti kedua variabel tersebut memiliki hubungan yang sangat lemah dan mengarah positif.Artinya, semakin tinggi gamers remaja terpapar paparan iklan Mobile Legends, maka tingkatkecanduan game online pada gamers remaja juga mengalami peningkatan. Kemudian, dalam ujikorelasi hipotesis kedua, terdapat hubungan positif antara Intensitas Mikrotransaksi terhadaptingkat kecanduan game online pada gamers remaja menunjukkan nilai signifikansi sebesar 0.016.Hasil tersebut juga menunjukkan signifikan dan nilai koefisien korelasi Kendall Tau-B sebesar0.209 yang artinya kedua variabel tersebut memiliki hubungan yang lemah dan mengarah positif.Artinya, jika aktivitas Mikrotransaksi yang dilakukan oleh gamers remaja mengalami peningkatan,maka tingkat kecanduan game online pada gamers remaja juga mengalami peningkatan. 
REPRESENTASI NILAI BUDAYA BATAK DALAM FILM NGERI-NGERI SEDAP Mateus Sianturi, Primus; NS Gono, Joyo; Bayu Widagdo, Muhammad
Interaksi Online Vol 12, No 1: Januari 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Film kebudayaan menjadi salah satu film yang cukup menaruk untuk diteliti. Batak sebagai salah satu suku dengan jumlah penduduk yang besar di Indonesia, namun keterwakilannya di dalam film sangat sedikit. Film Ngeri-Ngeri Sedap merupakan salah satu film yang mengangkat tema kebudayaan Batak. Film ini merupakan salah satu karya dari Bene Dion Rajagukguk. Secara sederhana, film in menceritakan tentang dinamika di dalam keluarga Batak di antara generasi muda dan generasi tua, serta mengangkat fenomena konflik yang terjadi di dalam keluarga. Penelitian ini bertujuan untuk mendeskripsikan bagaimana nilai budaya Batak direpresentasikan di dalam film Ngeri-Ngeri Sedap. Penelitian ini menggunakan teori representasi Stuart Hall teori relativisme budaya Ruth Benedict. Penelitian ini menerapkan penelitian deskriptif kualitatif dengan teknik pengumpulan data simak catat danb observasi. Metode yang digunakan dalam menganalisis hasil temuan menggunakan analisis denotasi dan konotasi Roland Barthes Hasil dari penelitian menunjukkan bahwa film Ngeri-Ngeri Sedap merepresentasikan nilainilai budaya Batak lewat 21 adegan yang telah dipilih dan sesuai dengan 9 nilai budaya Batak. Adapun bentuk representasi nilai budaya Batak ditunukkan lewat 3 cara, yakni lewat direpresentasikan lewat adat istiadat, direpresentasikan lewat figur, dan direpresentasikan lewat konflik. Film ini juga bukan hanya sekedar film komedi keluarga biasa, namun di dalamnya terkandung pesan-pesan untuk dapat hidup rukun di dalam keluarga serta tetap melestarikan nilai-nilai budaya Batak. Lewat hasil temuan, film Ngeri-Ngeri Sedap berusaha mengungkap dinamika konflik antara orang tua dan anak, serta bagaimana peran nilai dalam mengatur dinamika tersesbut
Pemaknaan Khalayak terhadap Sikap Keterbukaan Diri Penyintas Kekerasan Seksual dalam Film Penyalin Cahaya (2021) Nuraini Purnomo, Amelia; Bayu Widagdo, Muhammad; Yusriana, Amida
Interaksi Online Vol 12, No 1: Januari 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Photocopier (2021) is a thriller genre film that addresses the issue of sexual violence and critiques the legal and social systems of Indonesian society. This research aims to uncover the audience's interpretation of the openness of sexual violence survivors as depicted in the film Photocopier (2021). This study employs Standpoint Theory, Muted Group Theory, and John Fiske's semiotics analysis method to identify preferred reading’s and Stuart Hall's reception analysis to fulfill the research objectives. Findings from interviews with five respondents, both male and female, with varying experiences related to sexual violence, reveal diverse interpretations of the openness of sexual violence survivors. Two non-survivors have differing dominant and negotiated interpretations, though they agree that the portrayal of sexual violence survivors in Photocopier (2021) mirrors reality. On the other hand, two sexual violence survivors and one close associate of a survivor hold opposing interpretations. They believe that the portrayal of open survivors in the film does not align with reality. Finally, all five respondents agree with the depiction of other elements, such as characterizations and the attitudes of perpetrators, the survivors' close associates, and authorities, and believe that these elements reflect reality.
Co-Authors ABDURRAHIM DJALINS, RAZI Adhi Wiryawan, Yudho Adinda, Sarah Adrian Budynata, Johan Anastasya, Selaya Desastri Ahda Ramadhan, Pimpi Djoko Setyabudi Dwi Amanda, Visca Hapsari Dwiningtyas Sulistyani Kezia Dewi Fortuna, Dominica Kurniandy, Yody Lintang Ratri Rahmiaji Mateus Sianturi, Primus Neovansa, Azizi Nirmala Hastutik, Renta NS Gono, Joyo Nuraini Purnomo, Amelia Nurist Surayya Ulfa Octavia, Jelena Putra Aditya, Yudha Putri Permata, Arrawinda Renata Winahyu, Maria Rosyada Setijawan, Amrina Rugayah Rugayah Salma M, Jihan SALMAN AL FARISI, MUHAMMAD Salsabilla Nadhira, Alifya Sekar Dewi Pramana, Antonia Rachel Sunarto Sunarto Tandiyo Pradekso Triyono Lukmantoro Turnomo Rahardjo Wiwid Noor Rakhmad Yanuar Luqman Yusriana, Amida