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All Journal Syntax Literate: Jurnal Ilmiah Indonesia Al-Hikmah Media Dakwah, Komunikasi, Sosial dan Kebudayaan An-Nashiha: Journal of Broadcasting and Islamic Comunication Studies Journal of Innovative and Creativity Transformasi Masyarakat : Jurnal Inovasi Sosial dan Pengabdian Inovasi Sosial: Jurnal Pengabdian Masyarakat
Mauly Arzak Julika
Universitas Pamulang, Indonesia
Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Roland Barthes' Semiotics Representation In The Lyrics of The "Together Towards a New Normal" Campaign Advertisement Feby Claudia Syawalia; Mauly Arzak Julika
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (165.884 KB) | DOI: 10.36418/syntax-literate.v7i5.7047

Abstract

The pandemic has not ended since January 23, 2020, when Singapore confirmed its first case related to Covid-19 and until now there are still positive cases reported. It can be said that with all the preparations for handling and further strategies in dealing with the Covid-19 pandemic, Singapore is ready to adapt to Covid as an endemic and no longer a pandemic. Vaccination is the first step to reducing the risk of infection and transmission of Covid-19. During the socialization process of the Singaporean central government regarding vaccines for its citizens, many negative issues arose regarding the impact after the vaccine was injected. The government ordered that the rumors circulating be corrected and also cooperate with influencers in discussing vaccines again and clearing misunderstandings about the negative issues of vaccines that have been circulating previously. The strategic step that is now attracting the attention of many citizens and the media is related to public service advertisements inviting Singaporeans to vaccinate. The ad is part of the “Igotmyshot” campaign, which is the Singapore government's official campaign to encourage citizens to get vaccinated so they can protect themselves and their loved ones as well as an effort to get back to normal socializing “a new normal life”. Purpose: This study was conducted to determine the meaning of semiotics in the song lyrics of the "Together Towards a New Normal" Campaign. Methods: The method used in this research is descriptive qualitative and uses Ronald Barthes' Semiotics theory. Implications: The results of this study indicate that the song lyrics in the advertisement "Together Towards a New Normal" can be interpreted through three stages of Ronald Barthes' sign. Based on the meaning of the message, an invitation to comply with the government's recommendations in following the entire series of protocols of life in the new era is denotatively contained in the entire stanza.
Konstruksi Media Terhadap Kewirausahaan. Analisis Framing Editorial Majalah Forbes Indonesia 2018 PRASTOWO, MAHISA DWI; SARI, DWI ULINA; JULIKA, MAULY ARZAK
AN-NASHIHA Journal of Broadcasting and Islamic Communication Studies Vol. 5 No. 01 (2025): April : Jurnal AN-Nashiha Journal of Broadcasting and Islamic Communcation Stu
Publisher : Institut Pesantren Sunan Drajat Lamongan, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55352/an-nashiha.v5i01.2030

Abstract

Penelitian ini mengkaji bagaimana majalah Forbes Indonesia yang merupakan media khusus meliputi para pengusaha. Adapun pendekatan penelitian merupakan pendekatan kualitatif dengan metode Analisis Framing yaitu model analisis framing Robert Entman. Dalam penelitian ini ditemukan bahwa: 1) Majalah Forbes Indonesia membuat konstruksi realitas pesan-pesan kewirausahaan yang dimuatnya dengan mengkonstruksikan kewirausahaan sebagai jalan kesuksesan. Kewirausahaan digambarkan sebagai cara mencapainya yaitu dengan menyesuaikan diri perkembangan dunia ekonomi. 2) Majalah Forbes Indonesia melakukan branding dalam pemuatan pesan-pesan kewirausahaan tersebuut dengan memposisiskan dirinya sebagai media penyedia informasi bisnis yang berkualitas tinggi yang layak menjadi rujukan standar komunitas bisnis.
Pelatihan Komunikasi Persuasif Guna Meningkatkan Kompetensi Komunikasi Pengurus Lembaga Swadaya Masyarakat “Kakak Asuh” Mauly Arzak Julika; Dwi Ulina Sari; Mahisa Dwi Prastowo
Inovasi Sosial : Jurnal Pengabdian Masyarakat Vol. 2 No. 3 (2025): Agustus : Inovasi Sosial : Jurnal Pengabdian Masyarakat
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/inovasisosial.v2i3.1925

Abstract

In addition to improving interpersonal communication skills, this training also emphasized the importance of strategic communication in the context of advocacy and social mobilization. NGO administrators were trained to design campaign messages tailored to audience segments, including potential donors, corporate partners, and government stakeholders. An understanding of the importance of framing and emotional appeal was also emphasized, so that the messages delivered were not only informative but also able to inspire empathy and concrete action from the audience. During the training process, participants were also equipped with a basic understanding of digital communication, particularly in utilizing social media platforms as a tool to expand the reach of messages. Creative content strategies, effective posting scheduling, and the use of visual storytelling were introduced so that NGO administrators could build a positive image of their institutions in the digital space. These skills are crucial considering that the dynamics of public communication today are influenced by the speed and reach of social media.The positive impact of this activity was felt not only individually, but also institutionally.The NGO "Kakak Asuh" began to show an increase in public engagement through social media, an increase in the number of new volunteers, and the opening of opportunities for partnerships with external parties. This demonstrates that persuasive communication is not merely a means of conveying a message, but also a strategy for building strong, credible, and sustainable relationships with the wider community. Going forward, the sustainability of this training program is designed through a system of ongoing mentoring and support. This approach is expected to strengthen the implementation of the communication strategies learned and enable a comprehensive transformation of organizational communication. Thus, this PKM activity will not only have a short-term impact but also build a solid communication foundation to support the NGO's social mission in the future.
Pengembangan Corporate Storytelling Yayasan Grandma Foundation dalam Meningkatkan Awareness Publik Dwi Ulina Sari; Mauly Arzak Julika
Transformasi Masyarakat : Jurnal Inovasi Sosial dan Pengabdian Vol. 3 No. 1 (2026): Januari: Transformasi Masyarakat : Jurnal Inovasi Sosial dan Pengabdian
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/transformasi.v3i1.2884

Abstract

This Community Service Program (Pengabdian kepada Masyarakat/PKM) aims to develop the communication strategy of Grandma Foundation through a corporate storytelling approach to enhance public awareness of its social programs. The main challenge faced by the foundation is the limited communication strategy, which has predominantly focused on informative reporting and has not yet effectively built emotional engagement with the public. The program employed interactive lectures, storytelling workshops, digital content production simulations, and mentoring and evaluation sessions. The results indicate a significant improvement in the foundation’s internal capacity to produce human-centered, authentic, and impact-oriented narratives. The implementation of corporate storytelling led to more consistent, emotionally engaging, and effective communication content, particularly through digital media. The discussion highlights that storytelling plays a strategic role in building public trust, strengthening organizational identity, and increasing public engagement. This program concludes that corporate storytelling is a relevant and effective communication strategy for nonprofit organizations to expand social impact and ensure the sustainability of their programs.
Strategi Komunikasi Transformasional dalam Membangun Loyalitas dan Motivasi Kerja: Analisis pada PT Asam Jawa Dwi Ulina Sari; Exsan Adde; Mauly Arzak Julika
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to analyze the implementation of transformational leadership communication styles at PT Asam Jawa and identify the challenges that arise within a family-based organizational culture. Using a descriptive qualitative method with a case study approach, data were collected through in-depth interviews with the General Manager and four employees from various divisions. The results indicate that the leadership has implemented transformational leadership dimensions through idealized influence, inspirational motivation, intellectual stimulation, and individualized consideration. This has proven effective in increasing employee motivation and performance through an emotional vision and tangible rewards. However, significant challenges emerged, specifically professional communication barriers caused by a sense of hesitation (ga enakan) and potential social jealousy between divisions triggered by the strong family-based system. In conclusion, while the transformational style functions well, adjustments in communication strategies are needed to balance family values with professional firmness. This study recommends strengthening intrinsic motivation to reduce dependence on external stimuli for long-term organizational productivity.
Manajemen Komunikasi Internasional: Pemanfaatan Integrated Marketing Communication (IMC) dan Diplomasi Budaya Produk Lokal Melalui Jaringan Diaspora Julika, Mauly Arzak; Adde, Exsan; Sari, Dwi Ulina
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v11i4.64170

Abstract

Lanskap diplomasi global di tengah disrupsi era digital mengalami transformasi radikal dari pendekatan state-centric kaku menuju diplomasi "polilateral". Fenomena ini mengaburkan batas antara promosi komersial dan misi negara, serta menempatkan aktor non-pemerintah seperti komunitas diaspora dan pelaku industri kreatif sebagai ujung tombak pencitraan bangsa. Artikel ini mengeksplorasi sinergi strategis antara disiplin manajemen bisnis, khususnya Integrated Marketing Communication (IMC), dengan diplomasi kebudayaan guna meningkatkan daya saing produk kebudayaan Indonesia di pasar internasional.Studi ini menerapkan metode Narrative Literature Review komprehensif terhadap 15 artikel jurnal dan laporan strategis terindeks Google Scholar, SINTA, dan SCOPUS (2015–2026) yang mengidentifikasi disparitas strategi tajam. Gastrodiplomasi Indonesia telah mapan dengan narasi kuat, sedangkan diplomasi wastra (Textile Diplomacy) masih tertinggal akibat pendekatan seremonial yang gagal mengkonversi nilai filosofis menjadi gaya hidup relevan bagi audiens global. Analisis tematik menyoroti pergeseran peran diaspora menjadi frontline messengers aktif yang mampu melakukan "penerjemahan budaya" sebagai bentuk praktik Soft diplomasi, serta tuntutan media sosial akan "identitas hibrida" perpaduan harmonis antara motif etnik lokal dan estetika modern. Sintesis literatur tersebut mendasari usulan kerangka kerja implementatif bernama "Pola Lokal". Model ini mengadopsi pendekatan manajemen SOSTAC (Situation, Objectives, Strategy, Tactics, Action, Control) untuk mentransformasi promosi budaya abstrak menjadi kampanye terukur. Penerapan struktur ini memungkinkan aset budaya visual dikelola layaknya ekuitas merek global, memastikan diplomasi budaya Indonesia berjalan efektif, sistematis, dan berdampak ekonomi nyata.
Corporate Storytelling as a Strategic Communication Approach to Building Public Awareness: The Case of Grandma Foundation Dwi Ulina Sari; Mauly Arzak Julika
Al-Hikmah Media Dakwah, Komunikasi, Sosial dan Kebudayaan Vol. 17 No. 1 (2026): Al-Hikmah Media Dakwah, Komunikasi, Sosial dan Kebudayaan
Publisher : DEPARTEMENT OF COMMUNICATION AND ISLAMIC BROADCASTING STUDIES

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32505/hikmah.v17i1.15950

Abstract

Public awareness is essential for the sustainability of non-profit organizations, yet many still rely on informational communication that fails to create meaningful public engagement. This study examines how the Grandma Foundation employs corporate storytelling to enhance public awareness through digital communication. A qualitative case study approach was adopted, with data collected through in-depth interviews, observation, Instagram content analysis, and documentation. The data were analyzed using reflexive thematic analysis. The findings indicate that before implementing storytelling, the Foundation's communication was predominantly descriptive and founder-centered, resulting in limited audience awareness and engagement. The adoption of serialized storytelling, particularly through the Jejak Baik campaign, enabled the organization to communicate authentic humanitarian experiences that strengthened audience attention, emotional connection, and trust. These findings are consistent with the perspectives of emotional branding and Uses and Gratifications theory, suggesting that authentic narratives are more effective than conventional promotional content in building organizational visibility. However, storytelling has not yet fully translated awareness into concrete public participation because explicit call-to-action elements and interactive audience engagement remain limited. This study concludes that corporate storytelling is an effective strategic communication approach for strengthening public awareness in the non-profit sector. The findings imply that storytelling should be integrated with persuasive call-to-action strategies and more dialogic digital engagement to convert audience awareness into sustained participation, volunteer involvement, and donor support. The study also contributes to the literature on strategic communication by demonstrating how authentic storytelling can strengthen the effectiveness of digital communication for non-profit organizations.
Co-Authors Dwi Ulina Sari Exsan Adde Feby Claudia Syawalia Mahisa Dwi Prastowo PRASTOWO, MAHISA DWI