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All Journal Ultimacomm: Jurnal Ilmu Komunikasi MEDIASI Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi
Rizky Kertanegara
Politeknik Negeri Media Kreatif
Humanities Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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The Audience’s Response to Gender Relation Campaign of Ketchup Brand on Youtube Muchammad Nasucha; Rizky Kertanegara
Ultimacomm: Jurnal Ilmu Komunikasi Vol 12 No 1 (2020): UltimaComm
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v12i1.1323

Abstract

Currently, the rapid usage of the Internet as a tool or medium of communication and information, including media campaign to society, is popular to spread the idea(s), thought, even ideology. YouTube, as one of the popular video-sharing social media, is vivacious and potential to get the audience’s attention and responses accordingly to the design(s) like ABC as one of the brands of complementary food (sauce/ketchup) has done. This research tries to find the audience’s responses to gendered-relations campaign through the new media, particularly through social media (YouTube). Based on reader-response theory and using [dominantly] qualitative text online analysis, this research attempts to find the variety of the audience’s response to the Campaign. Finally, this research finds that basically, the responses are implicit and explicit. The explicit means that the icon like and unlike identifies the audience’s positive and negative responses. The implicit response appears in the comment section, both verbal and nonverbal (such as emoticon). We can catch many comments about gender relations. Even between wife-husband (spousal relationship), the dichotomy still exists and shows a negative-positive pole. The diverse responses/comments presented by the audiences seem to be influenced by several factors, such as values of the culture, education, family, environment, society, and religion. It seems that the campaign as a digital marketing strategy has affected the audiences to involve in spreading the idea, called as the word-of-mouth effect. Keywords: audience response, Campaign, gender relation, social media, digital marketing
The Role of Social Media Influencers in Brand Communication Strategy: Literature Review Rizky Kertanegara
MEDIASI : Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi Vol 4, No 1 (2023): January
Publisher : Politeknik Negeri Media Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46961/mediasi.v4i1.651

Abstract

Nowadays, influencers on social media are a trending and inevitable brand marketing tactic. Influencers, with their characteristics, can support the brand communication strategy activities. Companies or brand owners who use influencers in their advertising campaigns can influence sales volume, and increase brand recognition and consumer involvement in promotional activities. This article is a literature review regarding the influencer concept, its development, theoretical approaches, effectiveness models, to its role in brand communication strategy. To examine the role of using influencers on social media, several theories can be used, such as Social Learning Theory, Parasocial Theory, Attribute Theory, and Elaboration Likelihood Model Theory.
Audience Reception in Digital Spaces: Interpreting Domestic Gender Roles in the “Suami Sejati Masak” YouTube Campaign rizky kertanegara
ULTIMA Comm Vol 17 No 2 (2025): Regular Issue
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v17i2.4394

Abstract

Advertising increasingly functions not only as a commercial tool but also as a cultural text through which social values are communicated and negotiated. One emerging theme in contemporary campaigns is gender equality, particularly in the representation of domestic roles. This study examines how audiences interpret gender equality messages in the “Suami Sejati Masak” campaignby Heinz ABC Indonesia, focusing on user-generated comments on YouTube. Adopting a qualitative approach within a constructivist paradigm, this research applies reception analysis, based on Stuart Hall’s encoding/decoding framework, to 25 selected comments posted between March 2020 and July 2021. The findings reveal a range of audience interpretations, categorized as dominant, negotiated, and oppositional. Dominant readings indicate acceptance and reinforcement of shared domestic roles, while negotiated readings reflect ambivalence shaped by practical considerations and everyday constraints. Oppositional readings highlight resistance grounded in traditional gender norms and perceptions of realism.
Co-Authors Muchammad Nasucha