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Bayu Widagdo, Muhammad
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REPRESENTASI PERLAWANAN TERHADAP OLIGARKI DALAM FILM “GUNDALA” Adhi Wiryawan, Yudho; Bayu Widagdo, Muhammad; Rahardjo, Turnomo
Interaksi Online Vol 12, No 2: April 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Superheroes are a type of popular culture are related with Great Depression in Unaited State. Superheroes represent people's hopes and dreams in solving their problems. Today's superhero movies not only focus on commercial needs but they also bring social issues into their stories. Gundala, a film directed by Joko Anwar which was released in 2019 based on the comic character written by Hasmi. Joko Anwar made adjustments in this movie and included current social issues as a form of freedom of speech that could not be done openly at the time the Gundala comic was made. Resistance as a form of social movement is carried out by society to make social changes that affect their lives. This research aims to determine resistance of oligarchy as represented in the Gundala (2019) movie and the forms of resistance carried out by society against oligarchy. Using deprivation theory as a theory of social movements in order to create social change. This qualitative research is using John Fiske's semiotic analysis method to analyse scenes that represent resistance of oligarchy in Gundala. The results of this research found that oligarchy is described as great strength and power that is difficult to fight alone. Resistance was carried out by people from various social classes as an illustration of oligarchy power that affected all levels of society. Resistance is dominated by group resistance because of the difference in power between society and oligarchy. People who resist individually tend to show their resistance behind their backs because direct individual resistance is considered to be dangerous to them. Therefore, people group together to fight back in order to have power equal to oligarchy. Gundala represent people’s hope to take the oligarchy down.
PENGARUH TERPAAN SALES PROMOTION PADA INSTAGRAM ADS DAN INTENSITAS MEMBACA ONLINE CUSTOMER REVIEW PADA FEMALE DAILY TERHADAP KEPUTUSAN PEMBELIAN TONER AVOSKIN BEAUTY Neovansa, Azizi; Bayu Widagdo, Muhammad; Luqman, Yanuar
Interaksi Online Vol 12, No 4: Oktober 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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The consumption trend of beauty products in Indonesia has highlighted toner as one of the daily skincare essentials. Local skincare brands, including Avoskin Beauty, which was once the top toner brand in 2022, have been actively promoting their products. Avoskin employed an Instagram Ads sales promotion strategy. Additionally, Female Beauty is recognized as the leading beauty forum and community, serving as a primary information source for consumers before making purchases. However, Avoskin's toner sales experienced a significant decline in 2023. This study aims to investigate the influence of Instagram Ads sales promotion exposure (X1) and the intensity of reading online customer reviews on Female Daily (X2) on the purchasing decision of Avoskin Beauty toner (Y). Using the Advertising Exposure theory and simple linear regression analysis, the study found that both sales promotion exposure and the intensity of reading online customer reviews have a positive and significant impact on the purchasing decision of Avoskin Beauty toner
HUBUNGAN TERPAAN PROMOSI PENJUALAN PADA AKUN INSTAGRAM @CIRCLEANDCOFFEE DAN CITRA MEREK DENGAN MINAT BELI PRODUK DI CIRCLE AND COFFEE Kurniandy, Yody; Bayu Widagdo, Muhammad; Surayya Ulfa, Nurist
Interaksi Online Vol 12, No 3: Juli 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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This study investigates the relationship between sales promotion exposure and brand image perception through the Instagram account @circleandcoffee with purchase intention at Circle and Coffee. Circle and Coffee employs various marketing strategies including sales promotions and branding content to attract customer interest. However, their sales results exhibit fluctuations. This research aims to examine whether exposure to sales promotions and brand image perception positively correlate with product purchase intention. The research methodology employs correlation analysis to link data on sales promotion exposure, brand image perception, and purchase intention. The analysis reveals that exposure to sales promotions through the @circleandcoffee Instagram account has a significant positive relationship with product purchase intention at Circle and Coffee. Additionally, positive perceptions of the Circle and Coffee brand formed through this account also correlate positively with purchase intention. These findings suggest that marketing efforts focused on increasing sales promotion exposure and enhancing brand image through social media platforms can positively impact consumer purchase interest. The practical implications highlight the importance of relevant and engaging content in sales promotions, as well as cultivating a positive brand image to enhance Circle and Coffee sales performance.
PENGARUH KREDIBILITAS BRAND AMBASSADOR DAN TERPAAN PROMOSI PENJUALAN PRODUK FASHION DI SHOPEE TERHADAP IMPULSIVE BUYING GENERASI Z PADA ERIGO DI SHOPEE Putra Aditya, Yudha; Bayu Widagdo, Muhammad
Interaksi Online Vol 12, No 4: Oktober 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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This study aims to examine the influence of brand ambassador credibility and sales promotion exposure on impulse purchases of Erigo products on Shopee by Generation Z, using the Source Credibility Theory and CIFE Model. Using a quantitative method with 100 respondents, the results show that brand ambassador credibility contributes 76.2% (coefficient 0.803) and sales promotion exposure 64% (coefficient 1.764) to impulse buying. The higher the credibility of the brand ambassador and exposure to sales promotions, the higher the impulse buying behavior. Both variables are proven to influence impulse purchases of Erigo products on Shopee by Generation Z. This study recommends further research to investigate other variables that influence impulse buying.
REPRESENTASI VIKTIMISASI PEREMPUAN DALAM HUBUNGAN ROMANTIS PADA FILM LIKE & SHARE (2022) Adrian Budynata, Johan; 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 high incidence of dating violence and the higher number of women as victims serve as the background for this research. This study aims to examine how the film "Like & Share" (2022) represents the victimization of women in romantic relationships. Using standpoint theory, the research seeks to explore the depiction and uncover the ideologies and messages that the filmmakers intend to convey. The findings show that the film "Like & Share" represents the victimization of women through the interactions and actions of the characters in the film, depicted in various forms such as primary, secondary, and structural victimization. The portrayal of women's victimization in romantic relationships in this film demonstrates efforts to subjugate women by men or third parties driven by men who want to assert their superiority in the relationship. Additionally, the stereotypes and stigmas of women as victims in this film are also highlighted as representations of women's victimization in romantic relationships because they can cause additional suffering, especially from a psychological aspect. Through this film, the reinforcement of women's position as the subordinate group and men in the superior position can occur. It is hoped that society, especially men, will become more wise in addressing this issue of victimization.
Analisis Resepsi “Cyberbullying” Film Budi Pekerti (2023) pada Korban Cyberbullying ABDURRAHIM DJALINS, RAZI; Bayu Widagdo, Muhammad; Ratri Rahmiaji, Lintang
Interaksi Online Vol 12, No 4: Oktober 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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The increasing cases of cyberbullying on social media have become a serious concern. Film, as a mass communication medium, often portrays social realities, one of which is the film Budi Pekerti (2023) that addresses issues such as cyberbullying. This research aims to analyze how victims of cyberbullying interpret the messages conveyed regarding the phenomenon of cyberbullying in the film Budi Pekerti. Using Stuart Hall's Reception Theory, this study was conducted through a descriptive qualitative approach and reception analysis method. The researcher interviewed five informants who were victims of cyberbullying and had watched the film Budi Pekerti. The research findings show that the informants gave varied responses to the representation of cyberbullying in the film. Some informants were in a dominant-hegemonic position, where they fully accepted the moral messages conveyed by the film, especially regarding the serious impact of cyberbullying. On the other hand, there were informants in a negotiated position, where they accepted part of the message but with negotiation based on their personal experiences as victims. Lastly, there were also those in an oppositional position, rejecting the message because they felt the representation of cyberbullying victims in the film was not entirely relevant to their experiences. In conclusion, the film Budi Pekerti is generally considered capable of depicting cyberbullying from several aspects, although each informant's interpretation is influenced by social, cultural, and personal factors.
PEMAKNAAN PENONTON PADA FILM DOKUMENTER “THE SOCIAL DILEMMA” Rugayah, Rugayah; Noor Rakhmad, wiwid; Bayu Widagdo, Muhammad
Interaksi Online Vol 12, No 3: Juli 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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"”The social Dilemma" is a film that discusses the other side of social media. Social media, which plays a big role in community's lives now, also has the same big consequences, but the behavior of people using social media has not change. This research aims to find out how the audience as social media users interpret the message or meaning in the documentary film "”The Social Dilemma" using descriptive qualitative research methods through the Reception Analysis approach and The Code of Television Theory. The results of the research after going through the analysis process using the Reception Analysis theory approach which consists of 3 (three) positions show that all the informants consisting of 5 (five) informants as viewers are in a position of Hegemony when interpreting the message or meaning that contained in the documentary film "The Social Dilemma” which is at 3 (three) levels that have been found in accordance with the theoretical approach of The Code of Television. There were no informants who were in a Negotiation or Opposition position. Based on these results, it can be concluded that there are similarities in meaning between what the informants mean and the message or meaning conveyed in the documentary film "The Social Dilemma" regarding the use of a social media.
REPRESENTASI RESISTENSI PEREMPUAN DALAM FILM NGERI-NGERI SEDAP (2022) Adinda, Sarah; Rahardjo, Turnomo; Bayu Widagdo, Muhammad
Interaksi Online Vol 12, No 3: Juli 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Dalihan Na Tolu as a Batak philosophy and cultural value is a principle in regulating social relations, customs, and providing clarity on the position of individuals in their groups. Even though Dalihan Na Tolu is not a social stratification, gender relations in Dalihan Na Tolu occur unequally. The role and position of men who strongly dominate, then causes women to be in an inferior position, both in everyday life and in the mass media or in the literary context, thus causing gender inequality. The existence of patriarchal cultural hegemony in the Batak ethnic group as well as the patrilineal kinship system that is adopted is a challenge for Batak women because of cultural norms that require women to always submit to men, the use of humor as an alternative narrative to challenge stereotypes. Resistance is then carried out by female characters. unusual and a challenge for Batak women because of cultural norms that require women to always submit to men, the use of humor as a way to fight back. The research objective is to determine the representation of women's resistance in the film Ngeri-Ngeri Sedap (2022), this research was studied using the Semiotics method by John Fiske, this research uses perspectives from Invitational Rhetoric Theory and Co-cultural Theory with a critical research paradigm. The conclusion of the research is that women's resistance can be carried out in stages, starting from small and hidden actions to bolder and more open actions. Women's resistance can also be carried out by involving strategies by utilizing a strong dominant cultural system, manipulating the situation, and also reaffirming the positive aspects of Dalihan Na Tolu cultural values on one of the Elek marboru stoves which is the power of women. Recommendations for further research are to explore discussions regarding stereotypes and cultural norms in other Batak sub-ethnic groups that are applied to certain genders, especially women, which ends in gender oppression and discrimination, then future researchers can also examine the issue of patriarchal culture in Indonesia from an ethnic perspective. -other ethnicities found in Indonesia and
REPRESENTATION DISCRIMINATION OF WOMAN ROLE IN DOCUMENTARY FILM “SURGA KECIL DI BONDOWOSO” (SEMIOTIC ANALYSIS BY ROLAND BARTHES) Anastasya, Selaya; 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 documentary film "Surga Keci di Bondowoso" aims to advocate gender equality by depicting the involvement of a husband in household affairs and the wife's role as the breadwinner. However, forms of role discrimination against women are still prevalent. Therefore, the primary objective of this research is to analyze and describe the forms of discrimination against women's roles and examine the dominant ideology within the text. The research method employed is descriptive qualitative using Roland Barthes' semiotic analysis model (5 codes). The main theories utilized are the standpoint theory, supported by liberal feminist theory. To identify forms of discrimination against women's roles in 5 selected scenes, indicators of gender discrimination by Fakih are applied, including marginalization, subordination, stereotypes, violence, and double duties. Data collection techniques involve documentation and literature review through relevant books and journals. The research findings reveal the persistence of the dominant patriarchal ideology, which discriminates against women's roles both in public and domestic spheres, manifested through marginalization, subordination, and stereotypes, ultimately portraying wives as domestic actors and housekeepers. Discrimination in women's roles is mostly carried out by individuals, with the majority of gender being women. The discovery suggests that as a gender equality-based documentary, there should be no forms of discrimination against women's roles, particularly depicting career wives as powerless within the household. Critically, the research findings indicate that it is inappropriate for the content of the film to be used as a reflection of gender equality, as masculine glorification is still evident in this documentary. Overall, the research underscores the need for more accurate and unbiased representations of gender roles in documentary films, fostering genuine gender equality and eliminating patriarchal biases.
REPRESENTASI HIBRIDITAS GIRL POWER DALAM PENGEMBANGAN KARAKTER SRI ASIH Salsabilla Nadhira, Alifya; Dwiningtyas Sulistyani, Hapsari; Bayu Widagdo, Muhammad
Interaksi Online Vol 12, No 4: Oktober 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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This research is based on the idea that there has not yet been an Indonesian film featuring a female superhero main character with local cultural values. The film "Sri Asih," which premiered on the Disney+ Hotstar streaming platform, seeks to embody the hybridity of Girl Power through Indonesia's first superhero character, aiming to introduce a new alternative related to the identity of female superheroes and to serve as a form of resistance. However, there is a possibility that the strength displayed by the character Sri Asih may not fully resist but rather still reflects residues of dominant ideologies, given that the superhero film genre is highly profitable for the film industry. This study utilizes theories of girl power, cultural hybridity, and representation. The method employed is descriptive qualitative research with a critical paradigm and a critical discourse analysis approach following Sara Mills' framework. The research findings indicate that femininity and hybridity can be strengths and weaknesses in shaping the character of female superhero. Character analysis shows that the character embodies aspects of Girl Power by celebrating femininity, enjoying empowerment, being independent, and having agency to make choices. However, the character also demonstrates that anger and emotionality can be weaknesses attributed to women. The appearance (costume) of the superhero character demonstrates that cultural hybridity can present a new strength in forming the identity of female superheroes. However, the character's weapon is still influenced by cultural appropriation, where despite being part of Javanese culture, the function and logic of the scarf's power still resemble Western weapons.The fragmentation of the female body that emphasizes physical strength shows resistance against the stigma of the female body being considered passive, soft, and commodified, although it is not entirely free from the male gaze. Fragmentation of the face that emphasizes the pleasure of seeing Sri Asih's beauty illustrates a contradiction in portraying Indonesian superhero beauty with Western beauty standards. Focalization indicates that the character Sri Asih as a superhero has not yet fully become the subject of her desire to become a superhero, and her lineage remains crucial in bringing out female strength. Schemata analysis shows that although the character Sri Asih demonstrates femininity and hybridity as strengths through several aspects, the character still shows that women are "the other," and the cultural hybridity embodied through the identity of Sri Asih has not yet fully resisted the hegemony of dominant ideologies
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