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All Journal COMMED: Jurnal Komunikasi dan Media Semiotika: Jurnal Komunikasi Bricolage : Jurnal Magister Ilmu Komunikasi Mamangan Social Science Journal Journal of Public Representative and Society Provision
Yudhi, Lim
Prodi Ilmu Komunikasi Universitas Bunda Mulia
Arts Humanities Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Journal of Public Representative and Society Provision

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Oswald's Marketing Semiotics Analysis: Cultural Elements in Marketing Communication at the "Bajawa Flores NTT" Café Panjaitan, Tetti Nauli; Winarko, Hilarius Bambang; Yudhi, Lim; Felita, Della
Journal of Public Representative and Society Provision Vol. 5 No. 2 (2025): Journal of Public Representative and Society Provision
Publisher : Pusat Studi Pembangunan dan Pemberdayaan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55885/jprsp.v5i2.545

Abstract

This study analyzes how Flores' cultural elements are used as a marketing communication strategy at Kafe Bajawa. Using a qualitative approach and Oswald’s marketing semiotics analysis, the research explores the meanings embedded in cultural elements such as Komodo statues, woven fabrics, Sasando musical instruments, photographs of Flores residents, a map of Flores Island, and the collaboration of traditional music with modern genres. Data were collected through direct observation of both exterior and interior decorations, as well as customer interviews to understand their responses to the presented cultural elements. The findings indicate that Flores' cultural elements play a significant role in shaping the café's identity and appeal. Analysis based on Consumer Brandscape shows that cultural signs create an authentic and unique impression, while emotional territories indicate that these cultural elements build emotional connections with customers through a comfortable and dynamic atmosphere. There is no cultural tension between traditional and modern elements; instead, they harmoniously blend, particularly in interior design and the music experience. From the perspective of cultural categories, Kafe Bajawa successfully positions itself as a venue that embodies Flores' cultural heritage in a modern context. Data triangulation through customer interviews confirms that the displayed cultural elements reinforce the café’s image as a space rich in local identity while remaining comfortable for an urban audience. The success of this strategy lies in balancing culture and modernity, creating an engaging experience that fosters customer loyalty.
Normalization of Adolescent Casual Sexual Behavior: A Peircean Semiotic Analysis of Bincang Ranjang YouTube Content Julianto, Callista Patricia; Yudhi, Lim
Journal of Public Representative and Society Provision Vol. 5 No. 3 (2025): Journal of Public Representative and Society Provision
Publisher : Pusat Studi Pembangunan dan Pemberdayaan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55885/jprsp.v5i3.671

Abstract

The increasing prevalence of casual sexual behavior among Indonesian adolescents has become a pressing concern, especially as social media platforms like YouTube present open narratives about sexuality. In the context of limited sex education and persistent cultural taboos, this study analyzes how the normalization of adolescent casual sexual behavior is represented in the YouTube channel Bincang Ranjang, focusing on the episode “Yang Penting Tiap Hari.” Using a qualitative interpretive approach and Charles Sanders Peirce’s semiotic theory, this research examines eleven selected scenes to identify the sign (representamen), object, and interpretant. The study also incorporates symbolic interactionism to explore how meaning is constructed through social interaction and media engagement. The findings reveal that verbal and non-verbal signs, such as facial expressions, gestures, and casual dialogue, represent casual sex as enjoyable, ordinary, and an acceptable part of adolescents’ identity exploration. The open and permissive interaction between the guest and host reinforces these representations without critical reflection or educational framing. Audience responses further demonstrate how meaning is negotiated and contested, highlighting generational and cultural tensions as well as peer validation. Through symbolic interactionism, this study illustrates how adolescents may internalize such narratives as part of social learning and identity formation. This study concludes that the episode contributes to the normalization of adolescent casual sexual behavior by framing it as personal freedom and emotional autonomy. Therefore, the findings emphasize the urgency of strengthening media literacy and critical sex education, enabling adolescents to interpret sexual content more reflectively, ethically, and responsibly.
Co-Authors Christina, Christina Felita, Della Hilarius Bambang Winarko, Hilarius Bambang Julianto, Callista Patricia Panjaitan, Tetti Nauli Sadono, Teguh Priyo Silviani, Irene Teguh Priyo Sadono