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All Journal Jurnal Somasi (Sosial Humaniora Komunikasi) Jobmark: Journal of Branding and Marketing Communication
Lasuardy, Andi
Unknown Affiliation
Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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How an Automotive Brand Corrupts: Insights from the 2015's Volkswagen Dieselgate Fanani, Roby Zul; Sartika, Forestya; Bioldy, Ersal; Novianda, Olga; Lasuardy, Andi; Permatasari, Yulinda S.; Murtadha, Hasan Ali
Jobmark: Journal of Branding and Marketing Communication Vol. 1 No. 2 (2020): JOBMARK Vol 1 No 2 (January-June 2020)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i2.303

Abstract

The giant German automotive manufacturer, Volkswagen (VW), was involved in the most significant case of falsifying emissions standards in automotive history in 2015, and this case caused VW to suffer losses of €32 billion. VW is suspected of manipulating verbal and non-verbal messages by involving many media. This article aims to dissect the communication corruption committed by VW in falsifying its standard emission test data. Communication corruption is an act or event in the communication process that reduces the rights of the public or audience to receive messages completely and correctly according to the facts, both normative facts and contemplative facts, by taking advantage of the power, strength, or authority they possess. In analyzing this theory, four dimensions can be seen: message, media, context, and behavior. The analysis results show that VW corrupted the exhaust emissions message on diesel-engined vehicles. VW admitted its mistake after compelling evidence and mounting public pressure. In the media dimension, VW corruptively communicates its benefits through television commercials, outdoor advertising, and digital media. The corrupt communication context of VW includes culture, situation, targets, norms, and values. At the same time, the behavioral dimension is related to immoral and even illegal actions from the Dieselgate scandal, such as manipulating special software on diesel engines to cheat emissions tests to smooth distribution permits. This case teaches brands that messages should always be conveyed openly and transparently so as not to harm many parties, especially the company itself.
KOMODIFIKASI KONTEN DIGITAL PADA AKUN YOUTUBE TVONE (KASUS KEMATIAN VINA CIREBON) Lasuardy, Andi; Miharja, Eli Jamilah
Jurnal SOMASI (Sosial Humaniora Komunikasi) Vol. 6 No. 1 (2025): Juli 2025
Publisher : CERED Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53695/js.v6i1.1280

Abstract

Penelitian ini bertujuan untuk menganalisis praktik komodifikasi konten digital pada kanal YouTube tvOne dalam peliputan kasus kematian Vina Cirebon. Metode yang digunakan adalah kualitatif dengan pendekatan paradigma kritis, penelitian ini menelaah sebelas video yang diunggah antara Mei hingga Desember 2024 serta data analitik terkait performa dan karakteristik audiens. Hasil menunjukkan bahwa konten dikomodifikasi melalui judul sensasional, visual dramatis, dan narasi berulang untuk menarik perhatian dan meningkatkan interaksi. Audiens dikomodifikasi sebagai data pasar yang dimanfaatkan untuk kepentingan iklan, sementara pekerja media mengalami tekanan produksi tinggi. Temuan ini menegaskan bahwa media digital, khususnya YouTube, telah bergeser dari fungsi informatif menjadi instrumen kapital dalam ekosistem ekonomi digital. Penelitian ini menekankan pentingnya mengkaji bagaimana media digital beroperasi dalam logika kapitalisme, di mana konten, audiens, dan pekerja media diperlakukan sebagai komoditas demi kepentingan ekonomi institusi media.
Co-Authors Bioldy, Ersal Fanani, Roby Zul Miharja, Eli Jamilah Murtadha, Hasan Ali Novianda, Olga Permatasari, Yulinda S. Sartika, Forestya