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All Journal Multikultura
Febryana, Dhannya
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Arts Humanities Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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PEMASARAN LINTAS BUDAYA MELALUI IKLAN PRODUK MAKANAN INDONESIA DI NEGARA-NEGARA ARAB Febryana, Dhannya
Multikultura Vol. 4, No. 3
Publisher : UI Scholars Hub

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This paper analyzes the media discourse surrounding advertisements for Indonesian food products, such as the instant noodle brand Indomie, in Arab countries. The expansion of Indonesian food products in international markets, including in Arab nations, is largely driven by effective and culturally adaptive marketing strategies. This study focuses on the analysis of television commercials and advertising posters, aiming to uncover how linguistic, semiotic, and sociocultural elements are employed to construct persuasive advertising messages. The method used is discourse analysis, with data comprising transcripts of television advertisements and visual elements from promotional posters. The advertising strategies of these products seek to bridge cultural gaps by tailoring marketing messages to align with local values and preferences, despite the potential disparity between the idealized imagery constructed and the actual consumption realities. This study offers valuable insights into the significance of cultural adaptation in global marketing and its impact on consumer reception.
<i>PROJECT HOURGLASS</i> DAN REPRESENTASI MULTIDIMENSIONAL PERBATASAN ISRAEL-MESIR Febryana, Dhannya
Multikultura Vol. 4, No. 4
Publisher : UI Scholars Hub

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The Israel–Egypt border functions not merely as a geographic demarcation, but as a social, political, and cultural space imbued with symbolic meaning. Since its establishment in 1906 up to the construction of Project Hourglass in 2010, this border has shifted from a colonial administrative line to a fragile symbol of peace and a site of global securitization. This study employs a qualitative approach based on literature review and representational analysis, drawing on Stuart Hall’s representation theory as well as David Newman and Anssi Paasi’s concepts of borders in area studies. The findings reveal that the Israel-Egypt border is represented through four main dimensions: security, economy, politics-diplomacy, and humanitarianism. Project Hourglass materializes these representations, reflecting the tension between safeguarding national security and reinforcing separation. This analysis concludes that the Israel-Egypt border is not merely a geographic fact, but a multidimensional socio-political construct produced through media discourse, political narratives, and public perception, thereby contributing to a deeper understanding of how border representations shape regional dynamics and influence international relations.
NEGOSIASI DIPLOMASI BUDAYA K-POP DI INDONESIA: STUDI KASUS BOIKOT PENGGEMAR ATEEZ Febryana, Dhannya
Multikultura Vol. 5, No. 2
Publisher : UI Scholars Hub

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This study examines the boycott by Indonesian fans against the K-pop group ATEEZ as part of the dynamics of South Korea’s cultural diplomacy in Southeast Asia. Building on the understanding of K-pop as an important instrument of soft power in South Korea’s cultural diplomacy strategy, this research highlights how regional audiences do not always passively accept such practices. Using a qualitative approach with digital discourse analysis, the study analyzes boycott-related discourses circulating on social media and in online news coverage to explore the narratives, meanings, and cultural implications of this action. The fan boycott is not merely an expression of emotional disappointment, but a form of fan activism constructed through narratives of fan contribution, regional inequality, and demands for symbolic recognition. Through digital media, Indonesian fans position themselves as non-state actors with agency in negotiating cultural relations with the K-pop industry. These findings reveal the limitations of cultural diplomacy that relies solely on global market logic and underscore that the effectiveness of soft power depends on the quality of fair and inclusive relationships with regional audiences. This study is expected to contribute to the field of cultural diplomacy by positioning Southeast Asian audiences as active subjects in the negotiation of soft power through popular culture.
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