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All Journal Jurnal Manajemen Komunikasi COMMICAST
Rizana, Aulia Holaw
Unknown Affiliation
Humanities Languange, Linguistic, Communication & Media Social Sciences

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The role of FIFA World Cup Qatar 2022 brand ambassador: An analysis of Ghanim Al Muftah in promoting inclusive engagement Rizana, Aulia Holaw; Lisnarini, Naurah
COMMICAST Vol. 4 No. 2 (2023): September
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/commicast.v4i2.8996

Abstract

Many ways exist to promote and increase awareness of products, one of which is through collaboration with celebrities or well-known figures to become brand ambassadors. Collaboration with brand ambassadors is a form of communication carried out by a brand or event to convey messages and information to the audience regarding the content of the message. This research was conducted with the aim of understanding the role of Ghanim Al Muftah as a brand ambassador in introducing the inclusive FIFA World Cup 2022. The research method used was descriptive qualitative, employing a case study and literature review method. The results obtained in this study show that Ghanim Al Muftah's role as a brand ambassador has garnered a positive response, had a beneficial impact, and effectively conveyed awareness of the inclusivity aspect to the audience.
Revitalizing kebaya in the digital era: Qualitative analysis of Rania Yamin’s TikTok Rizana, Aulia Holaw; Sumartias, Suwandi; Mirawati, Ira
Manajemen Komunikasi Vol 9, No 1 (2024): Accredited by Republic Indonesia Ministry of Research, Technology, and Higher Ed
Publisher : Fakultas Ilmu Komunikasi Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jmk.v9i1.54759

Abstract

Kebaya, a symbol of national identity and cultural heritage in Indonesia, has evolved through the nation’s historical and social journey. In the digital era, kebaya is being revitalized on social media platforms like TikTok. The research aims to discover how Rania Yamin popularizes Kebaya through TikTok media by combining modern elements to make it fashionable and attractive to the younger generation. This study employs qualitative content analysis to understand and interpret visual data. Researchers analyzed Rania Yamin’s ten most popular TikTok posts from January to December 2023. The findings reveal that kebaya is central to Rania’s content, often paired with contemporary fashion styles that reflect the dynamic lifestyles of women. TikTok is an effective platform for cultural promotion, particularly in visualizing kebaya, thus increasing public interest in Indonesia. The study highlights that Rania Yamin’s content strategies, such as personal narratives and engaging visuals, significantly contribute to kebaya’s popularity among young audiences. These findings suggest that TikTok and influencers like Rania Yamin play a crucial role in preserving culture through a flexible approach accepted by young people. This research provides insights into using social media platforms like TikTok to popularize and preserve cultural heritage in a modern context. It also shows how relevant and engaging content can boost Audience engagement and participation, especially among younger generations who frequently use TikTok.
Co-Authors Ira Mirawati Lisnarini, Naurah Suwandi Sumartias