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All Journal JURNAL PENDIDIKAN TAMBUSAI Mediator: Jurnal Komunikasi
Silvia, Atika
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Languange, Linguistic, Communication & Media Social Sciences

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Ideal Beauty Representation: Multimodality Analysis of Scarlett Whitening’s Content with Song Joong-Ki Silvia, Atika; Syawal, Marsaa Salsabila; Pinem, Meyka Septira Utami; Hanum, Ratu Suud
Mediator: Jurnal Komunikasi Vol. 17 No. 2 (2024): Mediator: Jurnal Komunikasi (Sinta 2)
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mediator.v17i2.2928

Abstract

Advertising as a form of communication is considered an effective tool to promote sales. According to the stereotype in the public, beauty brands usually are represented by women. For Scarlett Whitening's advertisement, Song Joong-Ki is chosen as their ambassador even though there is still a stereotype of men’s role, especially in advertisements. This research aims to describe modality and analyze ideational, interpersonal, and compositional meta-functions in collaboration content between Scarlett Whitening and Song Joong-Ki. This research was conducted with a qualitative approach and using multimodality methods by Kress & Van Leeuwen (2006) with the type of social semiotics research. The results show that Song Joong-Ki invites the audience to focus on the product, shows a close relationship with the audience, and shows his love for the product and the audience. Scarlett Whitening emphasizes the representation of beauty standards, the Pan-Asian Look, which is identical to clean white skin, marketed and represented visually with Song Joong-Ki as the primary focus. Results also demonstrated Song Joong-Ki's usage of beauty products as a male in the campaign and that the marketer may use his status as a Korean actor to employ Parasocial contact with his fans as market targets.
Agenda-Setting: Perubahan Dinamika Agenda serta Pengaruh terhadap Persepsi & Kebijakan Selama Covid-19 Silvia, Atika; Afif, Afif; Hanum, Ratu Su’ud
Jurnal Pendidikan Tambusai Vol. 8 No. 2 (2024)
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai, Riau, Indonesia

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Abstract

Selama pandemi COVID-19, Agenda-Setting berjalan sedikit berbeda dengan umumnya, di mana dinamika agenda yang terjadi tidak seperti biasanya dan terdapat berbagai kebaruan dalam teorinya. Penelitian ini bertujuan untuk menjelaskan cara kerja Agenda-Setting dalam situasi pandemi COVID-19 melalui penelitian-penelitian komunikasi, mengetahui media apa saja yang digunakan dalam penelitian Agenda-Setting terkait pandemi COVID-19, dan menganalisis atribut apa yang paling banyak diangkat dalam Agenda-Setting terkait COVID-19. 30 jurnal dikumpulkan dari berbagai sumber seperti Scopus, Sage Journal, ProQuest, dan Google Scholar, kemudian dianalisis berdasarkan PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses). Pada penelitian ini ditemukan hasil bahwa Agenda-Setting dalam situasi pandemi dapat dipengaruhi oleh agenda publik, di mana agenda media dan pemerintah dapat berjalan mengikuti opini dari agenda publik. Ditemukan juga bahwa media massa dan media sosial menjadi sumber data yang sama pentingnya dalam penelitian Agenda-Setting baru-baru ini. Atribut yang paling banyak diangkat adalah mengenai kesehatan, terutama COVID-19 itu sendiri. Kedepannya, penelitian terkait Agenda-Setting dapat menjadi lebih beragam dan mengangkat isu-isu yang lebih unik.
Co-Authors Afif, Afif Hanum, Ratu Suud Hanum, Ratu Su’ud Pinem, Meyka Septira Utami Syawal, Marsaa Salsabila