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All Journal Jurnal Presipitasi : Media Komunikasi dan Pengembangan Teknik Lingkungan MediaTor: Jurnal Komunikasi Transformasi: Jurnal Pengabdian Masyarakat Jurnal ASPIKOM Jurnal Riset Public Relations Jurnal Riset Manajemen Komunikasi Bandung Conference Series: Communication Management Bandung Conference Series: Public Relations MIMBAR : Jurnal Sosial dan Pembangunan
Riza Hernawati
Prodi Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Islam Bandung, Indonesia.
Religion Agriculture, Biological Sciences & Forestry Humanities Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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Hate Speech: Commentary Analysis on Celebrity Instagram Accounts Based on Prophetic Communication Maya Amalia Oesman Palapah; Ratri Rizki Kusumalestari; Riza Hernawati; Ferry Darmawan
Jurnal ASPIKOM - Jurnal Ilmu Komunikasi Vol 8, No 2 (2023): Jurnal ASPIKOM
Publisher : Asosiasi Pendidikan Tinggi Ilmu Komunikasi (ASPIKOM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24329/aspikom.v8i2.1419

Abstract

Social media has seamlessly integrated into the daily lives of countless individuals, captivating users who spend significant portions of their time scrolling through their feeds and interacting with their online connections. This digital era, however, has brought to light a darker side – the prevalence of hate speech and abusive behavior, notably among Indonesian netizens. This study seeks to identify and scrutinize official Instagram accounts of certain celebrities, focusing on the presence of hate speech. Employing a quantitative research method with content analysis, the research centers on comments made by fans. Data will be gathered, coded, and subjected to a reliability test for categorization. The findings underscore a disturbingly high incidence of hate speech on Instagram accounts, highlighting the need for intervention from multiple stakeholders, particularly within the realms of communication science and prophetic communication. This research offers invaluable insights into social media usage and paves the way for corrective measures, education, and evaluation, ultimately striving to foster a more positive and constructive social media environment for all users.
From Pulpit to Platform: Hate Speech Toward Celebrity Preachers in the Digital Public Sphere Maya Amalia Oesman Palapah; Riza Hernawati
MIMBAR : Jurnal Sosial dan Pembangunan Volume 41, No. 2, (December 2025) [Accredited Sinta 3, No 79/E/KPT/2023]
Publisher : UPT Publikasi Ilmiah (Universitas Islam Bandung)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mimbar.v41i2.7916

Abstract

The phenomenon of celebrity preachers reflects the transformation of religious figures in the digital era, where they function not only as spiritual teachers but also as public figures subject to moral scrutiny and controversy. This study aims to analyze the patterns and characteristics of hate speech directed toward celebrity preachers, particularly in the viral case involving one of the celebrity preacher. The research focuses on identifying themes, forms, and targets of hate speech, as well as the ethical implications of online communication in religious discourse.The study employs a mixed-method approach combining quantitative and qualitative content analysis. Data were collected from 9,689 public comments on Twitter and Instagram related to posts discussing the controversy related to one of the celebrity preacher. These comments were categorized into three analytical dimensions: thematic (religion, morality, tradition), form (direct insult, call for violence, negative stereotype), and target (personal or group). The findings reveal that approximately 22% of total comments contain hate speech, with morality emerging as the dominant theme (32.1%), followed by tradition and religion. The most common form of hate speech is direct insult (29–47%), mostly aimed at individuals rather than groups. Twitter exhibits a higher concentration of hate speech than Instagram, indicating that platform affordances influence communicative behavior. Overall, hate speech toward celebrity preachers reflects not only emotional reactions but also deeper social tensions grounded in moral judgment and cultural values, underscoring the urgent need for ethical literacy in digital religious communication.
Konten Parodi dalam Membangun Brand Awarenss di TikTok Muhammad Sahal Mahfud; Riza Hernawati
Bandung Conference Series: Public Relations 153-160
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.23992

Abstract

Abstract. This study examines the Marketing Public Relations strategy of Sahal Hijab in building brand awareness on TikTok through a case study of the @sahalhijabofficial account. As social media creates new opportunities for brands to communicate creatively, Sahal Hijab utilizes TikTok by adopting parody content as its distinctive communication strategy. This research aims to analyze the content selection concept, content creation process, and the reasons for using parody content to build brand awareness. A qualitative approach with a case study method was employed. Data were collected through in-depth interviews with internal team members and active followers, observation of the TikTok account @sahalhijabofficial, and literature studies. Data validity was ensured through source and technique triangulation. The findings indicate that content selection is based on audience characteristics, platform features, and brand identity. The content creation process is conducted collaboratively through structured stages, from idea generation to publication. Parody content is used because it attracts attention, differentiates the brand from competitors, and creates emotional connections with the audience. The study concludes that Sahal Hijab’s Marketing Public Relations strategy effectively builds brand awareness through the integration of strategic content selection, collaborative content production, and parody-based communication that is engaging, relevant, and memorable.   Abstrak. Penelitian ini mengkaji strategi Marketing Public Relations Sahal Hijab dalam membangun brand awareness di TikTok melalui studi kasus pada akun @sahalhijabofficial. Perkembangan media sosial memberikan peluang bagi merek untuk berkomunikasi secara kreatif, dan Sahal Hijab memanfaatkan TikTok dengan mengusung konten parodi sebagai strategi komunikasi yang membedakannya dari kompetitor. Penelitian ini bertujuan menganalisis konsep pemilihan konten, proses pembuatan konten, serta alasan penggunaan konten parodi dalam membangun brand awareness. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data dikumpulkan melalui wawancara mendalam dengan tim internal dan pengikut aktif, observasi terhadap akun TikTok @sahalhijabofficial, serta studi pustaka. Keabsahan data diperoleh melalui triangulasi sumber dan teknik. Hasil penelitian menunjukkan bahwa pemilihan konten dilakukan berdasarkan karakteristik audiens, karakter platform, dan identitas merek. Proses pembuatan konten berlangsung secara kolaboratif melalui tahapan yang terstruktur, mulai dari pencarian ide hingga publikasi. Konten parodi dipilih karena mampu menarik perhatian, membedakan merek dari kompetitor, serta membangun kedekatan emosional dengan audiens. Penelitian ini menyimpulkan bahwa strategi Marketing Public Relations Sahal Hijab efektif membangun brand awareness melalui integrasi pemilihan konten yang strategis, proses produksi yang kolaboratif, dan komunikasi berbasis parodi yang menarik, relevan, dan mudah diingat.
Komunikasi Protokol Pimpinan Salma Agysta Erhadwiputri; Riza Hernawati
Bandung Conference Series: Public Relations 483-490
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcspr.v6i2.25981

Abstract

Abstract. Protocol activities in government institutions involve intense communication processes between regional leaders and protocol officers. In the Regional Secretariat of Bandung City, the leader's communication tends to show an open, flexible, and less hierarchical style. This study aims to identify and analyze the internal communication process, the implementation of a low power distance communication style, and its underlying reasons. Using a qualitative method with a case study approach, data were collected through in-depth interviews, observation, and documentation from five informants. The results indicate that protocol communication runs through preparation, execution, and evaluation phases. The low power distance communication style, driven by the leader's background in communication and media, successfully short-circuits bureaucratic rigidity, mitigates message distortion, and enhances team motivation while strictly respecting professional boundaries.   Abstrak. Kegiatan keprotokolan dalam lingkungan pemerintahan melibatkan proses komunikasi yang intens antara pimpinan daerah dan petugas protokol. Pada Sekretariat Daerah Kota Bandung, fenomena komunikasi pimpinan memperlihatkan kecenderungan gaya yang lebih terbuka, cair, dan tidak menonjolkan jarak hierarkis. Penelitian ini bertujuan menganalisis proses komunikasi internal, penerapan komunikasi berjarak rendah, serta faktor pendukung dan penghambatnya. Metode kualitatif dengan pendekatan studi kasus diterapkan dalam penelitian ini. Pengumpulan data dilakukan melalui wawancara mendalam, observasi, dan dokumentasi terhadap lima orang informan. Hasil penelitian menunjukkan bahwa arus komunikasi keprotokolan terbagi atas tahap persiapan, pelaksanaan, dan evaluasi. Penerapan gaya komunikasi berjarak rendah (low power distance) dipengaruhi oleh latar belakang pimpinan di bidang media, yang efektif memotong kekakuan birokrasi, meningkatkan kinerja, serta motivasi staf tanpa mengabaikan batas profesionalitas.
Rekonstruksi Pesan Teknis Konten Media Sosial dalam Mengedukasi Calon Klien Business-to-Business (B2B): Studi Kasus pada Akun Instagram @mnabridge.id Rifki; Riza Hernawati
Bandung Conference Series: Communication Management 651 - 658
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v6i2.24777

Abstract

The landscape of Business-to-Business (B2B) marketing communication demands the transformation of complex technical messages into humanistic digital narratives to prevent information overload. PT. Media Nusantara Agamindo (MNA Bridge) faces the challenge of information asymmetry in communicating IT and Accounting services to non-technical prospective clients via Instagram. This research aims to analyze the implementation of technical message reconstruction through the synchronization of chunking methods, copywriting strategies, and visual hierarchy arrangements, as well as to explain the strategic reasons for selecting these elements in reducing the audience's extraneous cognitive load. This research utilizes a descriptive qualitative method with a case study approach and a constructivism paradigm. Data were collected through active online participant observation, in-depth interviews with internal informants (Head of Creative and Head of IT Divisions) and proxies for prospective B2B clients (CEOs), and documentation. Data analysis was conducted following the six procedural steps of Creswell & Creswell. The results show that MNA Bridge successfully reduced the audience's cognitive load through three integrative pillars: (1) "language metamorphosis," which transforms technical jargon into everyday analogies through strict internal curation; (2) the application of visual rhetoric via color palette differentiation and minimalist design as cognitive navigation; and (3) the use of the carousel format to break down information (chunking) and provide message reception pauses (pacing). The synergy of these three strategies has been empirically proven to successfully convert technical complexity into perceptions of professionalism, bonafide credibility, and trust from business decision-makers.   Lanskap komunikasi pemasaran Business-to-Business (B2B) menuntut transformasi pesan teknis yang kompleks menjadi narasi digital yang humanis guna menghindari information overload. PT. Media Nusantara Agamindo (MNA Bridge) menghadapi tantangan asimetri informasi dalam mengomunikasikan jasa IT dan Akuntansi kepada calon klien non-teknis melalui Instagram. Tujuan penelitian ini adalah untuk menganalisis proses implementasi rekonstruksi pesan teknis melalui sinkronisasi metode chunking, strategi copywriting, dan pengaturan hierarki visual, serta menjelaskan alasan strategis pemilihan elemen tersebut dalam mereduksi extraneous cognitive load audiens. Penelitian ini menggunakan metode kualitatif deskriptif dengan pendekatan studi kasus dan paradigma konstruktivisme. Data dikumpulkan melalui observasi partisipatif aktif secara daring, wawancara mendalam terhadap informan internal (Kepala Divisi Kreatif dan Kepala Divisi IT) serta proksi calon klien B2B (CEO), dan dokumentasi. Analisis data dilakukan dengan mengikuti enam tahapan prosedural Creswell & Creswell. Hasil penelitian menunjukkan bahwa MNA Bridge berhasil mereduksi beban kognitif audiens melalui tiga pilar integratif: (1) "metamorfosa bahasa" yang mengubah jargon teknis menjadi analogi berbasis keseharian melalui kurasi internal yang ketat; (2) penerapan retorika visual melalui diferensiasi palet warna dan desain minimalis sebagai navigasi kognitif; serta (3) penggunaan format carousel untuk memecah informasi (chunking) dan memberikan jeda penerimaan pesan (pacing). Sinergi dari ketiga strategi ini secara empiris terbukti sukses mengonversi kerumitan teknis menjadi persepsi profesionalitas, bonafiditas, dan rasa percaya (trust) dari para pengambil keputusan bisnis.
Implementasi Teknik Personal Selling Windi Sudartiani; Riza Hernawati
Bandung Conference Series: Communication Management 777 - 784
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v6i2.25198

Abstract

Indonesia's automotive industry, which continues to grow each year, creates high demand for vehicle spare parts availability. Amid intensifying business competition and rapid digital media expansion, ASP Motor continues to rely on personal selling as its primary approach for marketing Mitsubishi spare parts without utilizing social media. This study aims to analyze how personal selling techniques are implemented by ASP Motor, the obstacles encountered during marketing process, and the reasons personal selling is maintained without social media support. A qualitative method with a case study approach was employed in this research. Data were collected through in-depth interviews, observation, literature review, and documentation involving the business owner, loyal customers, and an expert informant for triangulation purposes. Data were analyzed through reduction, data display, and conclusion drawing, while validity was ensured through source and method triangulation. Findings reveal that ASP Motor implements personal selling through product portfolio presentations, sample introductions to prospective customers, price transparency, and encouraging consumer purchasing decisions. Obstacles encountered include differences in perception, unclear information, and consumer assessments of the communication approach. ASP Motor maintains personal selling due to its products' technical nature requiring direct explanation, longterm customer loyalty, and trust built through personal relationships with the business owner.   Industri otomotif Indonesia yang terus berkembang setiap tahunnya menciptakan kebutuhan yang tinggi terhadap ketersediaan suku cadang atau sparepart kendaraan. Di tengah meningkatnya persaingan usaha dan pesatnya perkembangan media digital, ASP Motor justru tetap mempertahankan teknik personal selling sebagai pendekatan utama dalam memasarkan sparepart Mitsubishi tanpa memanfaatkan media sosial. Penelitian ini bertujuan untuk menganalisis dan mengetahui bagaimana implementasi teknik personal selling yang dilakukan ASP Motor, hambatan yang dihadapi dalam proses pemasaran, serta alasan teknik personal selling tetap dipertahankan tanpa bantuan media sosial. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Pengumpulan data dilakukan melalui wawancara mendalam, observasi, studi kepustakaan, dan dokumentasi terhadap pemilik usaha, pelanggan tetap ASP Motor serta informan ahli sebagai proses triangulasi. Data dianalisis melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan, serta diuji keabsahannya melalui triangulasi sumber dan metode. Hasil penelitian menunjukkan bahwa implementasi personal selling ASP Motor dilakukan melalui penyampaian portofolio produk, pengenalan sampel ke calon pelanggan, transparansi harga, dan mendorong keputusan pembelian konsumen. Hambatan yang dihadapi meliputi perbedaan persepsi, ketidakjelasan informasi, dan penilaian konsumen terhadap pendekatan komunikasi. ASP Motor mempertahankan personal selling karena karakteristik produk teknis yang membutuhkan penjelasan langsung, loyalitas pelanggan jangka panjang, serta kepercayaan yang terbentuk melalui hubungan personal dengan pemilik usaha.
Co-Authors Alya Nur Faridah Anisa Fitri Maulida Hermawan Annisa Rachmani Tyaningsih Avirley Nursyafa Dhea Syahranie Putri Fahmi Irza Bustomi Felicetiani Safrida Ferry Darmawan Galuh Noval Firdaus Gilar Virgyawan Hana Fakhirah Hani Burhanudin Hilwati Hindersah Indah Dwi Lestari Indriani Putri Amadea Indriani Putri Amadea Irsyad Maulana Wahyu Kusumalestari, Ratri Rizki Ladita Trivira Putri Sjahrina Maman Suherman Mardhika Bagaskara Darmawan Maya Amalia Oesman Palapah Miftahadi, Machmuddin Fitra Mohamad Satori Muhammad Sahal Mahfud Nurrizky Rhapsodyla Dwi Rosseti Olga Puspa Novilini Pinkan Amanda Salfa Pupung Purnamasari Putri Permatasari Fadillah Riyadi Raihan Andhira Putera Santosa Ratna Januarita Rianti Haifa Khoirunissa Ridwan Mukholil Rifki Rosy Apriandini Ryvaldo Fernando Salma Agysta Erhadwiputri Tresna Wiwitan Tri Nur Aini Noviar Vickia Zairacantika Vinda Maharani Patricia Windi Sudartiani Wulan Trigartanti Yosa Ratih Wulan