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All Journal IKRA-ITH ABDIMAS Jobmark: Journal of Branding and Marketing Communication
Murtadha, Hasan Ali
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Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media 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.
GEOWIRAUSAHA SEBAGAI STRATEGI KONSERVASI DAN PEMBERDAYAAN: PROGRAM DI SITUS GUNUNG PADANG, CIANJUR Mihardja, Eli Jamilah; ratama, Sapta Agung P; Murtadha, Hasan Ali; Jamin, M. Irsyad
IKRA-ITH ABDIMAS Vol. 9 No. 2 (2025): Jurnal IKRAITH-ABDIMAS Vol 9 No 2 Juli 2025
Publisher : Universitas Persada Indonesia YAI

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Situs Gunung Padang di Cianjur, Jawa Barat, merupakan salah satu situs megalitikum terbesar di Asia Tenggara yang menyimpan potensi geoheritage sekaligus menjadi ruang kontestasi berbagai kepentingan. Sayangnya, masyarakat lokal di sekitar situs masih berada di posisi pinggiran dalam diskursus konservasi maupun pemanfaatan ekonomi. Artikel ini membahas implementasi Program Edukasi Kewirausahaan Terpadu yang dilaksanakan oleh Universitas Bakrie bekerja sama dengan Palu Citra Minerals dan Bakrie Resources Minerals, sebagai bagian dari pengabdian masyarakat berbasis keilmuan. Program yang berlangsung dari April hingga Agustus 2025 ini mengembangkan pendekatan geowirausaha berbasis potensi lokal seperti gula aren, madu hutan, dan kerajinan batok kelapa. Melalui pelatihan partisipatif, pendampingan digital, serta eksibisi produk dan konten naratif, masyarakat didorong untuk menjadi pelaku usaha sekaligus agen konservasi situs. Hasil kegiatan menunjukkan peningkatan kapasitas komunikasi digital, munculnya prototipe produk lokal berbasis geoheritage, serta tumbuhnya kesadaran kolektif terhadap pelestarian situs. Temuan ini menunjukkan bahwa geowirausaha dapat menjadi jembatan strategis antara konservasi dan kesejahteraan, dan bahwa universitas memiliki peran penting sebagai agen inovasi sosial dalam pembangunan berbasis warisan budaya.
Co-Authors Bioldy, Ersal Eli Jamilah Mihardja Fanani, Roby Zul Jamin, M. Irsyad Lasuardy, Andi Novianda, Olga Permatasari, Yulinda S. ratama, Sapta Agung P Sartika, Forestya