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All Journal Jurnal Ilmu Sosial dan Ilmu Politik (JISIP) Jurnal Mantik Communication Avant Garde Jurnal Pewarta Indonesia Jurnal Ilmiah Multimedia & Komunikasi Artinara J-CEKI
Artyasto Jatisidi
Universitas Budi Luhur
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Avant Garde

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PEMAKNAAN KHALAYAK DAN HEGEMONI MEDIA MENGENAI NASIONALISME DALAM IKLAN (Studi Resepsi pada Iklan Djarum versi Bull Race, Telkomsel versi Halmahera dan You C1000 versi Miss Universe) Artyasto Jatisidi
Avant Garde Vol 4, No 1 (2016): AVANT GARDE
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (326.448 KB) | DOI: 10.36080/avg.v4i1.214

Abstract

The era of globalization took effect on today's Indonesian nationalism, nationalism of the Indonesian nation is distorted away from its original meaning. The symbols of global cultural products as if drowning sense of all Indonesia's youth. On the other hand the mass media also play a role in this, by creating false consciousness and false about the value of nationalism. One is through advertisements on television. The theory used in this research is the Reception Analysis Stuart Hall that positioned the audience at the 3 position, Dominant-hegemonic-hegemonic, Negotiation and Opposition. From the results of these positions are expected to be concluded as to what nationalism typical community-owned Indonesia, and the power of the media hegemony. This study used qualitative methods, with a critical paradigm. Then, the data obtained through interviews with the four informants were selected by purposive sampling. The results showed that the people of Indonesia occupies a tendency on the Negotiation position, they are similar to interpret the ad makers, but they also have alternatives meaning. From the research it can be said that the people of Indonesia has a typical pragmatic nationalism that sees nationalism in terms of togetherness.
Pemaknaan Khalayak Mengenai Brand Message Choco Drink (Studi Resepsi Konten Akun Instagram @Chocodrink.id) Artyasto Jatisidi; Kevin Sebastian
Avant Garde Vol 10, No 1 (2022): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v10i1.1796

Abstract

Massive content on social media today makes it a new challenge for brands to be able to survive in digital marketing on social media, brands must be able to create content that is relevant to the audience. This study aims to find out how the meaning of Chocodrink's target audience regarding brand messages and Chocodrink's digital marketing techniques in the content of the @Chocodrink.id instagram account. This research method is qualitative with Stuart Hall's Reception Analysis Theory which positions three audiences in three positions, namely dominant, negotiating and opposition. The subject of this study is the Chocodrink audience with the object of research, namely the Chocodrink brand message in the content of the @Chocodrink.id instagram account. Data collection was obtained through in-depth interviews with five informants who were selected by purposive sampling. The conclusion of the research is that the informants accept the meaning conveyed in the content of the @Chocodrink.id instagram account, the audience's meaning such as with the Chocodrink brand message and digital marketing techniques conveyed by Chocodrink. So that the informants can easily interpret the message that Chocodrink wants to convey. In this case it can be said that the content presented by the brand is in accordance with the characteristics of the audience and the message conveyed can be well received by the audience.
Pemaknaan Nasionalisme Budaya dalam Iklan (Studi Resepsi pada iklan Grab versi #ModalPercaya dan Shopee Versi #ArtiNasionalisme) Jatisidi, Artyasto
Avant Garde Vol 11, No 2 (2023): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v11i2.2695

Abstract

Globalization has influenced the current nationalism of Indonesia, where the nation's nationalism is far removed from its original meaning. Symbols of global cultural products seem to overshadow the sense of identity of the entire young generation of Indonesia. On the other hand, mass media also plays a role in this by creating false and misleading awareness about the values of nationalism, one of which is through television advertisements. The aim of this research is to understand how contemporary nationalism, as perceived by the audience, either remains in a position of feudal nationalism hegemony or holds alternative interpretations of nationalism. The theoretical framework employed in this research is Stuart Hall's Reception Analysis, which positions the audience in three positions: Dominant-hegemonic, Negotiated, and Oppositional. The results obtained from these positions are expected to conclude the characteristics of nationalism held by Indonesian society and the hegemonic power of the media. This research utilizes a qualitative method with a critical paradigm. The data obtained through interviews with the four informants were purposively sampled. The findings of the research indicate that one informant occupies the dominant position, agreeing with the concept presented in the advertisement, two informants are in the negotiated position, offering different interpretations than the advertisement producers, and one informant holds an oppositional position, refuting the concept of the advertisement. The researcher also concludes from this study that the audience tends towards a type of nationalism known as civic nationalism, which is pragmatic in the sense that it focuses on activities held in common as the essence of society's nationalism
Co-Authors Alif Ramadhan, Nur Amanda Safira Putri Hamid Amanda Safira Putri Hamid Bintarto Wicaksono Desti Kornelia Crista Desti Kornelia Crista Dita, Apro Jati, Rocky Prasetyo Kevin Sebastian Kutanto, Haronas Lestari, Rini Lokananta, Arbi Cristional Pinontoan, Nexen Alexandre Putri, Visella Tania Radita Rifqi Al Mutonik Rini Lestari Rocky Prasetyo Rocky Prasetyo Rocky Prasetyo Jati Satrio Darmawan, Zakaria Yori Pusparani