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All Journal Professional : Jurnal Komunikasi dan Administrasi Publik JURNAL PUBLISITAS Reswara: Jurnal Pengabdian Kepada Masyarakat AMMA : Jurnal Pengabdian Masyarakat Jurnal KALANDRA kawanad Aktivasi: Jurnal Pemberdayaan Masyarakat
Diany Putri Pratiwi
STISIPOL Candradimuka
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Nursing Public Health Social Sciences

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Journal : JURNAL PUBLISITAS

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Komodifikasi Identitas Konsumsi Sepatu Adidas Adizero EVO SL pada Komunitas Pelari Palembang: Kajian Simbolik Budaya Lari Pahalmas, Juniior Zamrud; Pratiwi, Diany Putri
Jurnal Publisitas Vol 12 No 1 (2025): Oktober
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat (LPPM) STISIPOL Candradimuka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37858/publisitas.v12i1.668

Abstract

Today, runners are not only pursuing a contextual pursuit of health, but also many efforts to build self-image through social media. Between the ubiquitous personal branding and becoming an urban lifestyle, running now provides a reflection and response to the increasingly dense and stressful urban conditions. This shows how a commodity (running shoes), not only functions practically, but also undergoes a process of identity commodification, when individual or group identities are formed, represented, or even sold through consumer products. The Adidas Adizero EVO SL shoes are more than just footwear, but also a symbol and status, membership of a particular community, to a representation of ideal self-performance according to the construction of popular culture. From this, we can see how the concept of identity commodification is strongly visible. The identity of a runner is not only shaped by physical activity, but also from the ownership and appearance of certain products, including the phenomenon of the Adidas Adizero Evo SL. The approach of identity commodification theory, it is important to examine how the Adidas Adizero EVO SL is commodified as a cultural symbol and how runners as consumers interpret this product in the formation of their identities. This research is relevant to understanding how consumption practices in running culture reflect broader social dynamics related to social class, symbolism, and identity mediation in contemporary society. The analysis concludes that the Adidas Adizero EVO SL shoes in the Palembang running community are not merely consumer goods, but rather symbols rich with meaning. This consumption practice reflects the process of identity commodification, where runners' identities are constructed and traded through products and the operationalization of the concepts of habitus, capital, and distinction. This research can serve as a reference for expanding research that can be conducted in running communities in other cities to examine how global sportswear products are consumed.
Eksplorasi Motif dan Kepuasan Pengguna dalam Mengonsumsi Konten Edukasi Kesehatan: Studi Uses and Gratifications pada Akun TikTok @dr.incognito_99 Herfriady, Herfriady; Dewi, Larasati; Saladin, Diany Putri Pratiwi; Pahalmas, Juniior Zamrud
Jurnal Publisitas Vol 12 No 2 (2026): April
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat (LPPM) STISIPOL Candradimuka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37858/publisitas.v12i2.694

Abstract

This research explores the phenomenon of skincare educational content consumption behavior on new media, specifically the TikTok account @dr.incognito_99, which serves as a primary reference for audiences amidst the surge of beauty trends and the risks of digital misinformation. The objective of this study is to describe the phenomenological experiences of the audience, analyze their interpretation of messages, and uncover the impact of such content on consumptive behavior and skincare routines. Utilizing a qualitative method with a phenomenological approach and the Uses and Gratifications Theory framework, this study involved five active Gen Z informants through in-depth interviews and observations. The findings indicate that the audience acts as active agents who consciously select content to satisfy cognitive (medical information) and affective (entertainment) gratifications. Dr. Abelina’s professional credibility as a medical practitioner serves as the primary pillar triggering a transformation in digital health literacy, where audiences deconstruct viral marketing narratives. Key results reveal a shift from impulsive, trend-based consumption to rational decision-making grounded in the analysis of active ingredients and product functionality. The study concludes that the @dr.incognito_99 account has successfully reconfigured TikTok from an entertainment-centric platform into a credible medical education space, significantly impacting the audience's self-care routines in accordance with health standards. These implications underscore the necessity of professional medical presence on social media as knowledge mediators to foster a more literate and responsible digital society.
Co-Authors Ade Indra Chaniago Andi Budi Sulistijanto ARDIANSYAH ARDIANSYAH Aulia, Shinta Dea Austin, Trecy Chaniago, Ade Indra Dewi, Larasati Dwi Budi Santoso Fadilla, Anissa Maharani Febrianza, M Febrianza, Muhammad Hapzi Ali Herfriady, Herfriady Indah Pusnita Junior Zamrud Pahalmas Karerek Karerek, Karerek Karina, Lita Lisdiana Lisdiana Lisdiana Lishapsari Prihatini M Febrianza Marleni Marleni Marleni Marleni Marleni Marleni Muhammad Febrianza Pahalmas, Juniior Zamrud Pahalmas, Junior Zamrud Rhamansyah, Rendy Sintia, Sintia Siti Lady Havivi Trecy Austin Trecy Austin Wagisri, Wagisri Zahara, Atina