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All Journal Besaung : Jurnal Seni Desain dan Budaya Journal of Comprehensive Science Journal Of Public Policy (Social Politics) Sciences (Polisci)
Adiputra, Novicky Alban
Unknown Affiliation
Arts Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Feminisme Populer dalam Iklan Digital: Analisis Femvertising pada Konten Instagram @sascofficial Periode 2021-2025 Adiputra, Novicky Alban
Besaung : Jurnal Seni Desain dan Budaya Vol. 10 No. 3 (2025): Besaung: Agustus-November
Publisher : UNIVERSITAS INDO GLOBAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36982/jsdb.v10i3.5913

Abstract

The discourse of feminism within commercial contexts often contains pseudo pro-women messages, particularly when feminist values are reduced to marketing strategies through femvertising. Within the beauty industry, brands utilize social media as a cultural space that enables the continuous reconstruction of female representations to be consumed visually and emotionally. Therefore, this study aims to uncover the visual and verbal meanings in the digital advertisements of Instagram @sascofficial by examining how feminist discourse is represented, the extent to which feminist values are commodified through femvertising, and the ideological messages conveyed. Using a qualitative approach, Roland Barthes’ semiotic analysis and Norman Fairclough’s critical discourse analysis were applied to five uploaded contents from 2021 to 2025. The findings show that @sascofficial reconstructs female figures into two types of representations, collective inclusive femininity and individual sensual femininity, which are both framed as forms of empowerment. The results also reveal that visual elements, emotions, and identity are combined to render popular feminism easily consumable within digital culture. Femvertising appears in varying intensities, both explicitly and implicitly, functioning to connect audiences with the brand and its products through a commodified form of feminist discourse. This study concludes that @sascofficial’s content from 2021–2025 does not contain an authentically pro-women message but instead operates within a structured femvertising framework designed to enhance sales by creating emotional bonds through deliberately constructed female figures.
Response of the Kebon Jambu Islamic Boarding School to the Framing of the Television Broadcast of the Xpose Uncensored Trans7 Program: A Case Study of the October 13, 2025 Broadcast Dzulfikar, Muhammad; Nurfalah, Farida; Adiputra, Novicky Alban
Jurnal Polisci Vol 3 No 5 (2026): Vol 3 No 5 May 2026
Publisher : ann4publisher@gmail.com

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62885/polisci.v3i5.1165

Abstract

Background. Television media has a strategic role in shaping social reality through the framing process, including in representing religious institutions such as Islamic boarding schools. The October 13, 2025 edition of Xpose Uncensored Trans7 showcases pesantren through narratives and visuals that cause controversy and influence public perception. Aims. This study aims to analyze the framing of pesantren in the Xpose Uncensored Trans7 show and examine the response of the Kebon Jambu Islamic Boarding School to the framing. This study uses a qualitative approach with a case study method. Data was obtained through in-depth interviews with caregivers, managers, and students of the Kebon Jambu Islamic Boarding School, as well as through documentary documentation and supporting literature. Data analysis was carried out using Robert N. Entman's framing theory. Results. The results of the study show that the Xpose Uncensored Trans7 show frames pesantren reducively and tends to ignore the context of pesantren values, traditions, and educational relationships. The response of the Kebon Jambu Islamic Boarding School shows a critical and reflective attitude through the rejection of media stigma and efforts to maintain the cultural identity of the Islamic boarding school. Conclusion. This study concludes that pesantren play an active role in responding to media construction, thus emphasizing the importance of journalistic practices that are contextual and sensitive to cultural values.
Analysis of Business Communication to Build the Brand Image of the SME “Citra Rasa” in Majalengka Haq, Wafa Nidaul; Nurfalah, Farida; Adiputra, Novicky Alban
Journal of Comprehensive Science Vol. 5 No. 5 (2026): Journal of Comprehensive Science
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/jcs.v5i5.4170

Abstract

Citra Rasa is an MSME (Micro, Small and Medium Enterprises) that has products with unique flavors located in Majalengka City, but its use of business communication, especially digital media for marketing communication, is still not optimal. This study to investigate the pattern of business communication that carried out by Citra Rasa SME, consumer perception towards image brand, and sustainability business on local market. This research uses descriptive qualitative method, data collection techniques performed are observation, in-depth interviews and documentation. The research informants included SME owners, employees and regular customers. Analysis was performed using Bovee & Thill’s business communication theory and John Elkington’s triple bottom line framework. The results show that communication of product information is still primarily through face-to-face, and consumer perceptions of brand image are moderately good; however, the use of digital media remains to be optimized, which affects business sustainability in the aspects of customer loyalty and repurchase.  In conclusion, Citra Rasa SME still relies heavily on face-to-face communication, while digital media use remains minimal, resulting in suboptimal brand image building. From the Triple Bottom Line perspective, business sustainability is supported by profit (stable sales), people (good social relations), and planet (basic production cleanliness). Therefore, Citra Rasa SME needs to optimize digital media, improve packaging, introduce product variations, and manage social media more aggressively to enhance brand image and ensure long-term sustainability.
Co-Authors Farida Nurfalah, Farida Haq, Wafa Nidaul Muhammad Dzulfikar