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All Journal Community Empowerment Jurnal Visi Komunikasi
Tjokrodinata, Charlie
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Arts Humanities Education Languange, Linguistic, Communication & Media Public Health Social Sciences

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Corporate Social Advocacy Communication Style on #TBSFightForSisterhood on Instagram Suranto, Hanif; Bangun, Cendera Rizky Anugrah; Tjokrodinata, Charlie; Feego, Enric; Estherina, Brenda
Jurnal Visi Komunikasi Vol 23, No 01 (2024): MEI 2024
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/visikom.v23i01.23145

Abstract

Over the past years, companies have taken a new kind of social stand and publicly spoken on issues unrelated to their core business activities. The topics about gender equality rights or sexual harassment have become one of the main focuses on the corporate agenda, and companies have started advocating those issues actively. This phenomenon is then called corporate activism. This study discusses The Body Shop Indonesia's (TBSI) communication style in voicing corporate activism or corporate social advocacy through #TBSFightForSisterhood on Instagram. TBSI is engaging in corporate activism by addressing and advocating for controversial socio-political issues. This qualitative analysis study explores the themes The Body Shop Indonesia covers in its CSA communication and how The Body Shop frames CSA communication on Instagram. The analysis method used is visual and textual content analysis on Instagram. This study identified four communication frames in The Body Shop’s posts: informative, mobilizing, participatory, and aspirational. In conclusion, the most used communication style is informational, followed by mobilization, participation, and aspiration.
Building an environmentally conscious generation: The Kidztainia 3.0 initiative in plastic waste management at SDN Cihuni III Lolita, Theresia Lavietha Vivire; Tjokrodinata, Charlie; Valery, Shannon
Community Empowerment Vol 10 No 6 (2025)
Publisher : Universitas Muhammadiyah Magelang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31603/ce.12870

Abstract

The Kidztainia 3.0 initiative at SDN Cihuni III was designed as an innovative solution to enhance environmental awareness and sustainable waste management behavior among elementary school students. This program aimed to improve students' knowledge, skills, and commitment towards responsible plastic waste management. Implemented over six weeks at the end of 2023, the initiative involved students, teachers, and community members through three main approaches: (1) interactive narrative-based environmental education, (2) practical skills training in waste sorting and recycling drop-box management, and (3) intergenerational collaboration in environmental clean-up activities. Program evaluation showed a significant increase in students' knowledge regarding plastic types (85% improvement in classification ability) and enhanced commitment to sustainable practices. The success of Kidztainia 3.0, supported by the Pentahelix model (academia, industry, community, government, media), demonstrates the potential of school-based service-learning programs in supporting the achievement of Sustainable Development Goals (SDGs), particularly SDG 4 and SDG 12, and provides a replicable model for other urban school contexts.
Co-Authors Bangun, Cendera Rizky Estherina, Brenda Feego, Enric Lolita, Theresia Lavietha Vivire Suranto, Hanif Valery, Shannon