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All Journal Interaksi : Jurnal Ilmu Komunikasi MediaTor: Jurnal Komunikasi Dinamika Komunikator Jurnal The Messenger Isamic Communication Journal Jurnal Studi Komunikasi ARISTO Jurnal Komunikasi Pendidikan Kalbisocio: Jurnal Bisnis dan Komunikasi Journal of Communication Studies and Society Journal of Digital Media Communication Jurnal Dinamika Penelitian: Media Komunikasi Penelitian Sosial Keagamaan
Yudha, Reza Praditya
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Religion Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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ADIDAS’S MARKETING COMMUNICATION STRATEGY AMID THE INTERNATIONAL CONFLICT Yudha, Reza Praditya; Hakim, A. Rahman
Journal of Digital Media Communication Vol 4, No 1 (2025)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/dimedcom.2025.v4i1.14147

Abstract

The Israel-Palestine conflict represents a geopolitical issue with far-reaching implications for global business, including the brand image of international corporations such as Adidas. Amid growing consumer awareness of sociopolitical issues, corporate responses to the conflict have become a focal point that influences public perception and purchasing decisions. This journal aims to analyze Adidas’s marketing communication strategy in responding to public pressure and boycott movements stemming from its associations with Israeli entities. The study employs a qualitative approach using a case study method. Data were collected through media analysis, official press releases from Adidas, and social media posts by activists and the public. Triangulation techniques were used to ensure data validity by cross-referencing multiple sources. The findings reveal that Adidas adopted a communication strategy characterized by neutrality, avoiding explicit affiliation with either side in the Israel-Palestine conflict. While the company terminated its sponsorship with the Israel Football Association following public pressure, it maintained business ties with Israeli manufacturers. Adidas's communication strategy emphasizes values of diversity, inclusivity, and social responsibility through digital campaigns and humanitarian programs. The discussion suggests that this approach may help minimize reputational damage in the global market, although it does not entirely eliminate boycott threats. In conclusion, Adidas’s communication strategy reflects an effort to balance business continuity and social values amid geopolitical tensions. A neutral yet responsive digital communication approach emerges as key to maintaining brand image and consumer loyalty on a global scale.
MEDIATIZATION: ENCOURAGING THE EXISTENCE OF SUBCULTURES THROUGH THE MEDIA Yudha, Reza Praditya
Dinamika Penelitian: Media Komunikasi Penelitian Sosial Keagamaan Vol 23 No 01 (2023): Dinamika Penelitian: Media Komunikasi Penelitian Sosial Keagamaan
Publisher : LP2M UIN Sayyid Ali Rahmatullah Tulungagung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21274/dinamika.2023.23.01.25-39

Abstract

This article discusses Citayam Fashion Weeks from a mediatization perspective. The purpose of this article is to examine the socio-cultural dynamics behind the Citayam Fashion Weeks phenomenon. This article argues that the ease of using the media has encouraged the birth of subcultures into the public sphere. The findings of the study show that the media make it easier for subcultures to gain existence. The logic of the media then creates a shift in meaning and banalization of the identity of Citayam Fashion Weeks as a subculture. The existence of subcultures is then related to their ability to adapt to large figurations in the surrounding environment.
MEDIATIZATION: ENCOURAGING THE EXISTENCE OF SUBCULTURES THROUGH THE MEDIA Yudha, Reza Praditya
Dinamika Penelitian: Media Komunikasi Penelitian Sosial Keagamaan Vol 23 No 01 (2023): Dinamika Penelitian: Media Komunikasi Penelitian Sosial Keagamaan
Publisher : LP2M UIN Sayyid Ali Rahmatullah Tulungagung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21274/dinamika.2023.23.01.25-39

Abstract

This article discusses Citayam Fashion Weeks from a mediatization perspective. The purpose of this article is to examine the socio-cultural dynamics behind the Citayam Fashion Weeks phenomenon. This article argues that the ease of using the media has encouraged the birth of subcultures into the public sphere. The findings of the study show that the media make it easier for subcultures to gain existence. The logic of the media then creates a shift in meaning and banalization of the identity of Citayam Fashion Weeks as a subculture. The existence of subcultures is then related to their ability to adapt to large figurations in the surrounding environment.
Mitos Budaya dalam Ritual Rebo Wekasan : (Analisis Semiotika Roland Barthes dalam Film Inang) Affifah, Shintya Tifanny; Yudha, Reza Praditya
KALBISOCIO Jurnal Bisnis dan Komunikasi Vol. 11 No. 1 (2024): KALBISOCIO, Jurnal Bisnis dan Komunikasi
Publisher : Research and Community Service UNIVERSITAS KALBIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53008/kalbisocio.v11i1.3283

Abstract

Penelitian ini bertujuan untuk memahami makna Rebo Wekasan yang direpresentasikan dalam Film Inang. Rebo Wekasan adalah ritual yang memiliki mitos bagi sebagian masyarakat Jawa. Penelitian ini dilakukan dengan pendekatan kualitatif dan metode semiotika Barthes untuk menganalisa makna denotasi, konotasi, dan mitos. Hasil penelitian menemukan bahwa makna denotasi yang terdapat dalam film Inang yaitu beberapa masyarakat Jawa masih mempercayai dan melakukan rangkaian ritual Rebo Wekasan. Sedangkan makna konotasi dalam Film Inang ditunjukkan dalam ekspresi, perilaku, dan gerak-gerik keresahan para tokoh ketika menjalankan ritual Rebo Wekasan. Terdapat pula mitos yang ditunjukkan dalam keragaman makna dan ritual budaya di setiap daerah. Film Inang menunjukkan bahwa ritual Rebo Wekasan versi Film Inang tidak mewakili budaya Jawa secara umum. Sebuah film merepresentasikan budaya secara estetis, dramatis, dan subjektif.
The Popularity of the Regent Figures and Slogans in the Perspective of Socio-Cultural Mediatization Yudha, Reza Praditya
ARISTO Vol 11 No 1 (2023): January
Publisher : Universitas Muhammadiyah Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24269/ars.v11i1.5623

Abstract

The purpose of this study is to find out the popularity of the figures and slogans of the Tulungagung regents. This study elaborates previous researches stating that figures and slogans are forms of messages in the peripheral route that influence the people's political attitudes. This study argues that the communal culture of the people corresponds to the processing of information through the peripheral route. This study uses a mixed method that quantitatively surveys 192 respondents to find out the popularity of the regent figures and slogans in the last 23 years, as well as qualitatively applies the concept of mediatization to understand the socio-cultural context underlying the way people interpret the figure and the slogan of the regent. This study finds that the people have experienced a peaceful and harmonious social situation during the reign of Heru Tjahjono who coined the slogan "guyub rukun". The people are trying to raise the spirit of togetherness and harmony by reconstructing the slogan of "guyub rukun" in various sites and activities. This makes Heru Tjahjono and “guyub rukun” popular in the people's daily lives.
Online Independence Day Celebration: Adjusting Group Ties and Social Dynamics in Urban Area Yudha, Reza Praditya
MediaTor (Jurnal Komunikasi) Vol 15, No 2 (2022): (Accredited Sinta 2)
Publisher : Unisba Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mediator.v15i2.9778

Abstract

This study examines people's engagement in the media that relates to the socio-cultural dynamic to adjust to the Covid-19 pandemic situation. This study aims to describe online activities -in the context of the 76th Indonesia's Independence Day celebration- as a form of socio-cultural mediatization. This study is using digital ethnographic methods and collects data through observations, interviews, activity participation, and documentation of the informants' conversations on WhatsApp groups. This study finds the meaning of online activities as a form of community adaptation to social situations and efforts to maintain routine, harmony, and togetherness. Online activities are a form of social transformation and a new pattern of celebrating Independence Day which is increasingly related to the practice of using digital media, especially during the Covid-19 pandemic. Online activities are also an opportunity that shifts social values that are based on togetherness in terms of time and place, into virtual presence and participation.
Co-Authors Affifah, Shintya Tifanny Chaphichith, Xayapheth Dyah Anggraini Hakim, A. Rahman Hendriyani, Hendriyani irwansyah, irwansyah irwansyah irwansyah, irwansyah irwansyah Ohorella, Noviawan Rasyid Phanphongsa, Vanhna Ramadhan, Muhammad Azizi