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#BodyProudMums: Promoting Body Positivity through Brand Storytelling on Social Media Ruvira Arindita
Ultimacomm: Jurnal Ilmu Komunikasi Vol 12 No 2 (2020): UltimaComm
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v12i2.1321

Previous researches showed that there is relation between body image satisfaction and depression in perinatal period. Given this fact, it is important to educate and find ways to enhance mothers’ postpartum self-esteem and body satisfaction. For the last decade body image literature has risen and brought to new discussion about body positivity. This research focuses on women’s body positivity campaign presented by Mothercare called #BodyProudMums. The objective of this research is to identify the storytelling elements used to promote women’s body positivity campaign and whether the issue creates good brand story for Mothercare. The concepts used are body positivity, postpartum, brand storytelling, and social media with qualitative content analysis as research method. The unit of analysis are ten posts of #BodyProudMums campaign on @mothercareuk, while the samples are three randomly chosen posts. This research notes that the body positivity messages of body appreciation, body acceptance, and love, as well as broad conceptualization of beauty are carried out by the elements of storytelling namely: basic plots (the quest), archetype (the change master) with the following story objectives: communicating who they are, fostering collaboration, transmitting values and sparking action. There are only three out of four elements of good brand story present on the campaign. However, the absence of humor element is justified because of the nature of the postpartum story in which it shares mothers’ hardship and how they finally cope with it. Therefore, it can be said that the issue of mothers’ body positivity creates good brand story for Mothercare. Key words: positive body image, postpartum, brand storytelling, social media

Tahapan Perilaku Aktor Jaringan Komunikasi Pada Sosialisasi Isu Bullying Ruvira Arindita; Yoedo Shambodo
Jurnal Komunikasi Global Vol 8, No 2 (2019)
Publisher : Program Studi Ilmu Komunikasi FISIP Universitas Syiah Kuala

Bullying has been an alarming issue for kids and teenagers nowadays. One of community that shares serious concern over this issue is Sudah Dong. This study aims to find out how the behaviour stages of actors in creating the communication networks between the volunteers of Sudah Dong community by employing the qualitative approach with in-depth interviews and observation, and theory of actor network. The result of this research revealed that the main volunteers have done the six stages of behaviour to create communication network, including problemization, interessement, enrollment, mobilization, dan inscription. Few focal actors have become the strongest nodes of the communication network and contributed much to the existence of the community. Moreover, human collectivism such as supporting organizations and private sectors were also contributing factors for the network. The non-human factors namely events and media helped attract individuals to join as volunteers. This research also found that only a few main volunteers actively participated in the community, but it was relatively effective to run the community. The shared feelings towards bullying issues and the close friendships ties were the significant factors strengthening the communication network among the main volunteers.

Representasi Ibu Ideal pada Media Sosial (Analisis Multimodality pada Akun Instagram @andienippekawa) Ruvira Arindita
Jurnal Komunikasi Global Vol 6, No 2 (2017)
Publisher : Program Studi Ilmu Komunikasi FISIP Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (519.798 KB)

The dynamics of social media has given impact to society members, including mothers. The daily life of a celebrity who have become mothers can be seen through the Instagram timeline every day. In order to understand the purpose of the Instagram postings from celebrity mothers, the researcher is using the multimodality analysis/ social semiotics method from Kress and Van Leeuwen. After that, the researcher uses the representation analysis by Stuart Hall to comprehend how the picture of an ideal mother is represented on social media. The result of this research shows that Andien Aisyah as the celebrity, posted her daily activities with her son through her special account dedicated for photos of her mothering experience is to get the acknowledgment of ideal mother from society.

Impression Management Komunitas Daring Ruvira Arindita; Muchammad Nasucha; Nursalsa Arifah; Shafiyya Lubna
Jurnal Komunikasi Global Vol 10, No 1 (2021)
Publisher : Program Studi Ilmu Komunikasi FISIP Universitas Syiah Kuala

Beragam tantangan yang dihadapi ibu masa kini membuat keberadaan komunitas mendapat sambutan hangat. Halo Ibu sebagai komunitas berbasis media daring hadir sebagai tempat bagi ibu saling berbagi dan mendukung. Dalam menjaga eksistensinya, komunitas membutuhkan hubungan baik dengan stakeholder. Penelitian kualitatif deskriptif ini bertujuan mengetahui impression management yang dilakukan komunitas dalam membangun hubungan dengan stakeholder. Konsep utama yang digunakan adalah impression management, stakeholder relations theory, dan komunitas. Metode pengumpulan data dilakukan melalui in-depth interview dengan pendiri dan anggota komunitas. Penelitian ini menemukan bahwa panggung depan terjadi di Instagram, website, Youtube dan Grup WhatsApp, sementara panggung belakang terjadi saat rapat komunitas. Stakeholder komunitas terbagi menjadi stakeholder utama (ibu) dan stakeholder pendukung (brand, komunitas lain serta selebriti). Strategi impression management dilakukan berbeda untuk kedua stakeholder. Kepada stakeholder utama diterapkan strategi ingratiation, exemplification serta self-supplication. Kemudian strategi self promotion dan exemplification dilakukan pada stakeholder pendukung. Penelitian menyimpulkan bahwa ibu menjadi stakeholder yang paling diprioritaskan dalam upaya impression management. Keberadaan anggota komunitas yang aktif dan suportif menjadi kunci untuk menarik stakeholder pendukung agar bekerja sama. Given modern mothers’ challenges, the existence of community is warmly welcomed. Halo Ibu, as an online media-based community is a place for mothers to share and support each other. In order to exist and thrive community requires good support from stakeholders. Thus, this qualitative descriptive research aims to acquire the impression management of daring community to build relations with stakeholders. The main concepts used are impression management, stakeholder relations theory, and community. Data were gathered using observation and in-depth interviews with the founder and members of the community. The results showed that the front stage of the community was on online media, including Instagram, website, YouTube, and WhatsApp Group, while backstage is the community’s meeting session. Two stakeholders were the primary stakeholder (mothers) and supportive stakeholder (brands/sponsors, other communities, and public figures). Halo Ibu used different strategies to build and maintain relations with respective stakeholders. With main stakeholders, ingratiation, exemplification, and self-supplication strategies were applied. Meanwhile, self-promotion and exemplification strategies were used for supportive stakeholders. This research concludes that mothers are the most prioritized stakeholder on impression management. Active and supportive community members are the key to attracting supportive stakeholders to work together.

Communication strategies of corporate social responsibility program on sexual reproductive health “Eduka5eks” Ruvira Arindita; Firdha Naura
Manajemen Komunikasi Vol 7, No 2 (2023): Accredited by Republic Indonesia Ministry of Research, Technology, and Higher Ed
Publisher : Fakultas Ilmu Komunikasi Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jmk.v7i2.38007

The Indonesian government has long focused on sexual reproductive health issues among the younger generation. Contraceptive brand, Durex-Reckitt Benckiser, created a reproductive education program for young people and parents called Eduka5eks. This study aims to find out how the Corporate Social Responsibility (CSR) communication strategy is in the Eduka5eks reproductive health education program. The research method uses descriptive qualitative. Data were obtained through interviews with brand managers, event project managers, and online observations. The results showed that the communication strategy of the Eduka5eks program consisted of research, planning, implementation, evaluation and reporting. The Eduka5eks program emphasizes research and planning to determine the program’s key messages contained in the logo. Furthermore, the CSR communication strategy in the Eduka5eks program focuses on “interacting” strategies that involve various stakeholders to communicate the program and use controlled media, such as websites, social media brands, and press releases. Another strategy, namely “informing” is carried out as seen in CSR communication media that connects CSR with the core business objectives of the brand. Media that is not controlled in news in online media is in the form of coverage of events carried out by brands. In the aspect of communication development strategy, the strategy implemented is a media and participatory strategy because this program focuses more on the use of various media and nominating brand ambassadors. Suggestions for brands are the need to increase the role of peer educators and expand the program to youth in rural areas.

The Influence of Communityâ€™s Instagram Exposure and Content Towards Mothersâ€™ Attitude on Mental Health Ruvira Arindita; Muchammad Nasucha
Ultimacomm: Jurnal Ilmu Komunikasi Vol 15 No 1 (2023): Ultimacomm
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v15i1.3108

The vast improvement of technology opened opportunity for everyone to build community, including mothers. Transition to motherhood is challenging for womenâ€™s mental health. Halo Ibu Community is providing media and space for mothers to support each other via @haloibuid. This study aims to find out whether there is influence of exposure and content of Instagram @haloibuid towards the attitude of mothers regarding mental health. The concepts used on this research are namely stimulus response theory, social media exposure, Instagram content, attitude, and mental health. The population of this research is followers of @haloibuid. This research is conducted by distributing the questionnaire to 100 mothers who are followers of @haloibu.id and the active member of community. The result noted that coefficient determinant (R2) is 45,8%. This indicates that exposure and content simultaneously contribute to the attitude of mothers on mental health for 45,8%. The coefficient test (T-test) result noted that exposure and content have partially significant influence towards attitude for respectively 35.5% and 37.4%. Direction and value prediction are shown by this multiple regression analysis Y= 6.724 + 0.389 X1 + 0.468 X2. This implies that if the exposure of Instagram is increasing 1 score, then the attitude of mothers is increasing for 0.389 score and if the content Instagram is increasing 1 score, then the attitude of mothers is increasing for 0.468 score. These results illustrate that exposure and content of Instagram @haloibu.id have positive and significant influence over the followersâ€™ attitude regarding mental health.

PENINGKATAN KAPASITAS PENDIDIK MENUJU PENDIDIKAN BERKELANJUTAN Alma Mandjusri; M Ghozali Moenawar; Ruvira Arindita; Zakaria Lantang
JP2N : Jurnal Pengembangan Dan Pengabdian Nusantara Vol. 2 No. 1 (2024): JP2N :September - Desember 2024
Publisher : Yayasan Pengembangan Dan Pemberdayaan Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62180/xdp8ph95

Seiring perubahan zama dan tantangan menuju pendidikan berkelanjutan, para pendidik mulai dituntut untuk memiliki keterampilan bericara di depan umum yang lebih efektif, terutama dalam menyampaikan materi ajar dan membangun hubungan yang positif dengan siswa, rekan kerja serta para orang tua murid. Namun penyelenggara program pendidikan dan pelatihan non komersial yang dapat membantu guru dalam menghadapi tantangan tersebut, sangat minim. Untuk menjawab tantangan tersebut perlu diadakan kegiatan pengabdian masyarakat dalam bentuk pelatihan Public Speaking. Para peserta pelatihan terdiri dari para guru PAUD, TK, SD dan SMP di lingkungan Muhammadiyah Kelurahan Kayu Putih, Jakarta Timur. Kegiatan pelatihan public speaking dilaksanakan selama satu hari penuh, dibagi dalam tiga sesi, dengan format interaktif dan praktek langsung. Secara umum, sebagian besar peserta telah memiliki pengetahuan yang relatif baik, sehingga peningkatan pengetahuan berada di kisaran 1-2%. Namun peningkatan yang paling signifikan tampak pada aspek kepercayaan diri berbicara di depan publik. Tingkat kepercayaan diri yang awalnya 57,9% meningkat menjadi 100% setelah peserta memelajari teknik-teknik berbicara di depan publik dan berlatih secara langsung. Pelatihan ini mendapat apresiasi positif dari peserta dan pihak terkait, menunjukkan bahwa kegiatan pengabdian masyarakat sangat diperlukan dalam membantu meningkatkan kapasitas para pendidik menuju pendidikan yang berkelanjutan.

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