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All Journal Jurnal Ilmiah FONEMA : Jurnal Edukasi Bahasa dan Sastra Indonesia Jurnal Sastra dan Budaya Dinamika AlphabetAlphabet: A Biannual Academic Journal on Language, Literary, and Cultural Studies Paradigm: Journal of Language and Literary Studies Jurnal Syntax Imperatif : Jurnal Ilmu Sosial dan Pendidikan Jurnal Ilmiah Wahana Pendidikan Journal Corner of Education, Linguistics, and Literature Edukasia: Jurnal Pendidikan dan Pembelajaran Jurnal Ilmiah Multidisiplin Amsir Gudang Jurnal Pengabdian Masyarakat Journal of Education, Social & Communication Studies Jurnal Citra Multidisiplin
Ni Nyoman Sarmi, Ni Nyoman
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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EXAMINING CULTURAL APPEALS IN PERSUASIVE AUDIO AND VIDEO MATERIALS Simbolon, Sinta Uli; Reku, Angelina Merici Wua; Dermawan, Zahwa Amelia Putri; Sarmi, Ni Nyoman; Pujimahanani, Cahyaningsih; Pasopati, Rommel Utungga
Jurnal Citra Multidisiplin Vol. 1 No. 4 (2026): Jurnal Citra Multidisiplin
Publisher : STKIP Citra Bakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38048/jcm.v1i4.6893

Abstract

This study explores the role of cultural appeals in shaping persuasive communication in audio and video media. Cultural appeals refer to the use of shared values, beliefs, traditions, and social norms to influence audience perception and behavior. Grounded in communication and cultural studies, this research explores how cultural references are embedded in both audio formats, such as podcasts and radio, and video formats, including advertisements and digital media content. In audio media, cultural appeals are often conveyed through language choice, storytelling, accents, and culturally specific narratives that resonate with listeners’ identities and experiences. In contrast, video media incorporate visual symbols, settings, clothing, and gestures that more explicitly represent cultural contexts and enhance audience recognition. Using a comparative analytical approach, this study evaluates selected audio and video samples to identify how cultural elements are emphasized and interpreted across different media. The findings suggest that while both formats effectively employ cultural appeals, video media provide a more immediate and vivid representation of cultural identity, whereas audio fosters deeper personal interpretation and imagination. In conclusion, this study contributes to the understanding of persuasive communication by highlighting the importance of cultural sensitivity and relevance, offering practical insights for content creators aiming to engage diverse audiences effectively.
Co-Authors Agil, Agischa Putri Andharu, Devito Andyana, I Ketut Suar Arditha, Lisma Ayu Arofah, Abd. Rahman Cahyaningsih Pujimahanani Dermawan, Zahwa Amelia Putri Fadillah, Muhammad Reza Ishadi Faizin, Afan G. Gunawan Haryanto, Moh. I Nyoman Suka Sanjaya, I Nyoman Suka Indah Septi Pratiwi Karim, Sya’roni Kartiningsih, Rindrah Majid Wajdi Muhammad Agus Muljanto Muiroh, Lailatul Musrifah, Siti Nuril Huda Pasopati, Rommel Utungga Pratama, Ananda Firda Putra, Gunadi Putra, Panji Dewa Sukamto Rafiuddin, Rizal Rahmansyah, Muhammad Ilham Ramadhani, Asjad Nina Hanan Ramadhani, Sayla Nur Syahfah Reku, Angelina Merici Wua Saputro, Dimas Eko Simbolon, Sinta Uli Sri Utami Sulistyaningsih, Dewi Suputra, Gusti Ketut Alit Suyaji, Fransisca Irnidianis Magdalena Tabi’in, Uais Alqarnie Sayyidut Wicaksono, Anggoro Cahyo Widayat, Edy Wijaya, Kusuma Yuliastuti, Anicleta Zahra, Shellamita