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Arif Surya Kusuma
Universitas Muhammadiyah Surakarta
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Framing of The Palestine-Israel Conflict News in Eastern Media U Umari; Arif Surya Kusuma
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2025: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.7605

Abstract

Purpose: This study aims to analyze and compare the framing of the Palestine-Israel conflict in two major Middle Eastern media outlets, Al Jazeera and Arab News, by examining how each media constructs the conflict through news coverage published between October 2023 and October 2025. Methodology: This study employs a qualitative descriptive approach using Robert N. Entman's framing analysis model. The data consist of headlines and news articles related to the Palestine-Israel conflict published by Al Jazeera and Arab News. A total of 10 news articles 5 from each outlet were selected using a purposive sampling technique to ensure relevance and representativeness. Data were collected through documentation and document analysis techniques. The collected data were analyzed using Entman's four framing elements: defining problems, diagnosing causes, making moral judgments, and treatment recommendations. Results: The findings reveal significant differences in framing between the two media outlets. The empirical basis of this study indicates dominant and recurring patterns in the narrative construction of each outlet. Al Jazeera frames the conflict as Israeli aggression and occupation accompanied by humanitarian violations, places primary responsibility on Israel and its political leadership, and advocates the enforcement of international law and a complete cessation of military actions. In contrast, Arab News frames the conflict as a bilateral confrontation resulting from Hamas attacks and diplomatic deadlock, adopts a more neutral moral stance, and emphasizes diplomatic negotiations and regional stability. These framing differences are consistent with each media organization's ownership structure, ideological orientation, and geopolitical context, though establishing definitive causal relationships would require additional empirical investigation. Applications/Originality/Value: The novelty of this study lies in its comparative focus on two influential Middle Eastern media outlets with distinct geopolitical alignments, offering a nuanced perspective beyond the typical Western-centric framing analysis. This study contributes to framing an international communication studies by providing a comparative analysis that specifically highlights how media ownership and national political interests shape the construction of conflict narratives and influence public understanding of international conflicts. The findings offer insights into the power of media to construct competing realities in a highly polarized regional context.
Social Media Marketing Strategy of PT Speaking ID in Acquiring Clients through Instagram @speakingid Vania Nabila Muavrina; Arif Surya Kusuma
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2025: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.7628

Abstract

Purpose: This study analyzes the social media marketing strategy of PT Speaking ID in acquiring clients through Instagram @speakingid, with a focus on the implementation of Integrated Marketing Communications (IMC) elements in the era of media convergence. The research explores how digital-only marketing, personal branding of the organization leader, visual identity consistency, and content strategy collectively contribute to client acquisition and retention.Methodology: This study employs a qualitative descriptive approach with a case study strategy. Data were collected through in-depth interviews with three key informants, Sara Neyrhiza (Director and Social Media Manager), Budi Pasadena (Video Content Team), and Nonik Retno (Social Media Team), as well as digital observation of Instagram accounts @speakingid and @neyrhiza. Thematic interpretive analysis was applied, and data validity was ensured through methodological and source triangulation.Results: Five out of seven Integrated Marketing Communications (IMC) elements by Philips Kotler on Marketing 5.0: Technology for Humanity were identified and validated in PT Speaking ID's communication practice: Interactive/Digital Marketing, Direct Marketing, Personal Selling, Advertising (limited), and Public Relations & Events. Sales Promotion in conventional form (price discounts) was consciously avoided, replaced by consistent educational content as the primary attraction mechanism. Personal branding of Sara Neyrhiza (@neyrhiza) functions as the primary trust layer for corporate client acquisition, while visual identity consistency (red #9B1B30, with poppins typography) reinforces all IMC elements across platforms.Applications/Originality/Value: This research fills a gap in the literature by integrating the personal branding of organizational leadership with a digital-only marketing strategy in the training services sector. The findings contribute to the development of digital marketing communication studies, particularly the use of Instagram in educational service industries. The study demonstrates that a pull-marketing approach grounded in educational content can effectively replace both traditional outreach and conventional promotional tactics.
Representation of Social Capital in the Film '1 Kakak 7 Ponakan' Najla Atha Thallah Brahmaji; Arif Surya Kusuma
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2025: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.7632

Abstract

Amid Indonesia's socio-economic precarity, urban working-class households increasingly undergo a structural shift from traditional vertical "sandwich generation" burdens to expanded, horizontal extended kinship reliance. This study investigates how social capital is constructed and represented as an intentional, structural survival strategy in the film 1 Kakak 7 Ponakan. Utilizing a qualitative content analysis approach grounded in a constructionist paradigm, specific cinematic sequences portraying social capital mobilization were selected through purposive sampling. The textual analysis integrates Roland Barthes' Semiotics, Pierre Bourdieu's Social Capital Framework, and Stuart Hall's Representation Theory (Barthes, 1972). The findings reveal that social capital serves as a functional substitute for absent financial capital through an informal credit system, while driving a habitus shift in family roles and traditional masculinity. Furthermore, the critical discussion highlights an ideological containment: the film romanticizes horizontal familial solidarity through the cultural myth of gotong royong, thereby naturalizing systemic structural neglect as a private moral duty (Barker, 2019). This study contributes to bridging textual film semiotics with structural sociology in modern Southeast Asian media studies.
Co-Authors Adam Ardiansyah Alya Nur Azizah Annisa Cahya Maulani Brillian, Naufal Raga Cahyaningtyas S W Dedi Gunawan Dina Aprilia Royyanti Fauzi, Roni Ari Ghurrotun Niswah Kafi Ihsan Cahyo Utomo Mahendra, Galuh Raka Muhammad Randhy Kurniawan Najla Atha Thallah Brahmaji Nur Latifah Umi Satiti Nur, Aqila Naila Pambudi, Syifana Cahya Panggah Lesmantoro Perdhana, Pramudya Dexsa Pratama, Gandi Aditya Putri, Felissa Auriel Rahmalia Reisya Rahmadani Rifad Ibnubattuta Siti Rokhmah U Umari Umda Garit Artiar Utomo, Kevin Luthfi Vania Nabila Muavrina Walidah Mardhiyah Wihastiningrum, Zabrina Damayanti Yenisya Rama Pragiyasti Yudi Wahyu W Zahra, Kintania Ayunada Az