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Nyimak: Journal of Communication
Published by Universitas Muhammadiyah Tangerang
ISSN : 25803803     EISSN : 25803832     DOI : http://dx.doi.org/10.31000/nyimak
Core Subject : Humanities, Education, Social,
Humanities Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences
Nyimak: Communication Journal to encourage research in communication studies. The focus of this journal are: Public Relations, Advertising, Broadcast, Political Communication, Cross-cultural Communication, Business Communication, and Organizational Communication
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 164 Documents
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Motives and Meanings of Herbal Medicine Use: A Qualitative Analysis of Communication and Social Influence Sardi Duryatmo; Ahsani Taqwim Aminuddin; Diana Amaliasari; Roni Jayawinangun; Karuma Barza Afida; Oky Adrian
Nyimak: Journal of Communication Vol. 10 No. 2 (2026): Nyimak: Journal of Communication
Publisher : Faculty of Social and Political Science, Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/nyimak.v10i2.15766

Abstract

Herbal medicine use in Indonesia is usually explained as clinically driven health behavior. This study instead treats it as a communicative accomplishment shaped by social networks, narrative persuasion, and digital media. It asks how efficacy and safety are socially constructed and how reference groups shape them. Sixty-two herbal medicine users in Bogor Regency, Bogor City, and East Jakarta participated starting from March 2025 to February 2026 through semi-structured in-depth interviews, one focus group discussion, and a key informant interview with a practising herbalist. Values coding identified dominant motives, and narrative analysis interpreted their justification. Efficacy and safety or naturalness dominated, followed by access, dissatisfaction with biomedical treatment, cost, and ease of preparation. Parents, relatives, and social media initiated use more often than doctors. Efficacy came from experiential testimony rather than biomedical evidence, while safety was inferred from a natural-equals-safe heuristic, with adverse reactions reinterpreted as detoxification. Credibility followed relational proximity before institutional position. Health interventions should enter the reference networks and narrative forms through which herbal remedies circulate. Findings suggest that trust and safety are assembled through source relationships, so digital literacy and harm reduction should work within channels. Keywords: Herbal medicine, health communication, narrative persuasion, parasocial interaction, digital health influencers.   ABSTRAK Penggunaan obat herbal di Indonesia biasanya dijelaskan sebagai perilaku kesehatan yang didorong secara klinis. Studi ini justru memandangnya sebagai pencapaian komunikatif yang dibentuk oleh jejaring sosial, persuasi naratif, dan media digital. Penelitian ini menanyakan bagaimana efektivitas dan keamanan secara sosial dikonstruksi, serta bagaimana kelompok referensi membentuknya. Enam puluh dua pengguna obat herbal di Kabupaten Bogor, Kota Bogor, dan Jakarta Timur berpartisipasi dimulai pada bulan Maret 2025 hingga Februari 2026 melalui wawancara mendalam semi-terstruktur, satu diskusi kelompok terfokus, dan satu wawancara informan kunci dengan seorang herbalis yang berpraktik. Kode nilai mengidentifikasi motif dominan, dan analisis naratif menafsirkan pembenarannya. Efektivitas dan keamanan atau kealamian mendominasi, diikuti oleh akses, ketidakpuasan terhadap pengobatan biomedis, biaya, dan kemudahan peracikan. Orang tua, kerabat, dan media sosial lebih sering memulai penggunaan dibandingkan dokter. Efektivitas diperoleh dari testimoni pengalaman alih-alih bukti biomedis, sementara keamanan disimpulkan dari heuristik alami sama dengan aman, dengan reaksi merugikan ditafsirkan ulang sebagai detoksifikasi. Kredibilitas mengikuti kedekatan relasional sebelum posisi institusional. Intervensi kesehatan sebaiknya memasuki jejaring referensi dan bentuk naratif tempat sirkulasi ramuan herbal. Temuan menunjukkan bahwa kepercayaan dan keselamatan dibangun melalui hubungan sumber, sehingga literasi digital dan pengurangan dampak buruk sebaiknya bekerja dalam saluran-saluran tersebut. Kata Kunci: Obat herbal, komunikasi kesehatan, persuasi naratif, interaksi parasosial, influencer kesehatan digital.
Is Islamophobia Necessary in Neo-Orientalist Narratives? The Construction of Muslim Female Identity in Post-9/11 American Novel Mubarak Altwaiji; Nourah Salem Alshammari
Nyimak: Journal of Communication Vol. 10 No. 2 (2026): Nyimak: Journal of Communication
Publisher : Faculty of Social and Political Science, Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/nyimak.v10i2.15802

Abstract

In the western or at least the American point of view, a good amount of Islamophobia is not a bad thing while representing Arab Muslims in literature. Maybe it’s even warranted or maybe even necessary. Focusing on Arab Muslims and Islamic culture as the “responsible” parties in 9/11, Islamophobic concepts on representing Arab woman has been an important part of post-9/11 American narratives at every level. As a collectively unique level of American literature, narratives provide an ideal opportunity to explore the amount of Islamophobia in the cultural constructions of the Arab Muslim woman in the post-9/11 period. This study finds that post-9/11 American writers have used the grief that turned into anger and made narratives as commemoration to pave the way for constructing Islamophobic identity. Analysis finds that Zoe Ferraris’ Finding Nouf (2009) and The Dawn of Saudi (2010) contribute to the rethinking of the status of Muslim woman within Islamic society and encourage the Muslim woman to be critical of the culture she lives in.
Democratic Party's Political Marketing Communication Strategy in the 2024 Election Alfian Suhardi; Nani Nurani Muksin; Hamidi; Amalia Tamimi
Nyimak: Journal of Communication Vol. 10 No. 2 (2026): Nyimak: Journal of Communication
Publisher : Faculty of Social and Political Science, Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/nyimak.v10i2.16416

Abstract

The 2024 Indonesian General Election presented a distinct situation in political marketing for the Democratic Party, especially with a switch from the Coalition for Change to the Indonesia Maju Coalition and a rebranding with Prabowo-Gibran. This transition was accompanied by a strategy of using Agus Harimurti Yudhoyono (AHY) as the current political figure of the party and the political legacy of Susilo Bambang Yudhoyono (SBY). This resulted in a complex interaction between the party identity, political personalization, coalition positioning, and changing voter behavior. Against this background, this study investigated how the Democratic Party applied push, pull and pass marketing in its electoral communication for 2024. The study was designed as a descriptive qualitative study and utilized Newman's Push-Pull-Pass political marketing framework. Data were gathered through semi-structured interviews with Democratic Party insiders and political observers, along with direct observation, official party social-media documentation, national media coverage and relevant political documents. The data were analyzed thematically with the aid of NVivo 12 Plus, such as mother-node and child-node coding, Crosstab Query and Items Clustered by Coding Similarity. Source and data triangulation were employed to strengthen the analytical validity. The results show an integrated but uneven political marketing strategy. Push marketing was dominant, especially through face-to-face and door-to-door activities; pull marketing was through digital branding and social-media communication; pass marketing relied on volunteers, youth and religious leaders, and political networks. Moreover, the study identifies an integration–conversion paradox: despite the Democratic Party’s hybrid communication strategy, encompassing interpersonal, digital, and socio-political networks, the integration was not sufficiently converted into distinctive voter engagement and electoral support. The suggestion is that the problem for the party was not the lack of political marketing channels but the strategic congruence of communication, political positioning, personalization and voter conversion in a fast-changing electoral environment. Keywords: Political communication, political marketing, push marketing, digital communication, 2024 Election.   ABSTRAK Pemilihan Umum Indonesia 2024 menghadirkan situasi unik dalam pemasaran politik bagi Partai Demokrat, terutama dengan beralihnya partai dari Koalisi Perubahan ke Koalisi Indonesia Maju serta langkah rebranding yang mengusung pasangan Prabowo-Gibran. Transisi ini disertai dengan strategi yang memanfaatkan sosok Agus Harimurti Yudhoyono (AHY) sebagai tokoh politik partai saat ini serta warisan politik Susilo Bambang Yudhoyono (SBY). Hal ini menghasilkan interaksi yang kompleks antara identitas partai, personalisasi politik, posisi koalisi, dan perubahan perilaku pemilih. Berlatar belakang kondisi tersebut, penelitian ini mengkaji bagaimana Partai Demokrat menerapkan strategi pemasaran push, pull, dan pass dalam komunikasi elektoralnya untuk Pemilu 2024. Penelitian ini dirancang sebagai studi kualitatif deskriptif dengan menggunakan kerangka kerja pemasaran politik Push-Pull-Pass dari Newman. Data dikumpulkan melalui wawancara semi-terstruktur dengan pihak internal Partai Demokrat dan pengamat politik, serta melalui observasi langsung, dokumentasi media sosial resmi partai, liputan media nasional, dan dokumen politik terkait. Data dianalisis secara tematis dengan bantuan perangkat lunak NVivo 12 Plus, mencakup pengodean mother-node dan child-node, Crosstab Query, serta Items Clustered by Coding Similarity. Triangulasi sumber dan data digunakan untuk memperkuat validitas analisis. Hasil penelitian menunjukkan adanya strategi pemasaran politik yang terintegrasi namun tidak merata. Strategi push marketing mendominasi, terutama melalui kegiatan tatap muka dan kunjungan dari pintu ke pintu (door-to-door); pull marketing dilakukan melalui branding digital dan komunikasi media sosial; sedangkan pass marketing mengandalkan sukarelawan, tokoh pemuda dan agama, serta jaringan politik. Selain itu, penelitian ini mengidentifikasi adanya paradoks integrasi-konversi: meskipun Partai Demokrat menerapkan strategi komunikasi hibrida—yang mencakup jaringan interpersonal, digital, dan sosial-politik—integrasi tersebut tidak cukup berhasil dikonversi menjadi keterlibatan pemilih yang khas maupun dukungan elektoral yang signifikan. Temuan ini menyiratkan bahwa masalah utama partai bukanlah kurangnya saluran pemasaran politik, melainkan keselarasan strategis antara komunikasi, posisi politik, personalisasi, dan konversi pemilih dalam lingkungan elektoral yang berubah dengan cepat. Kata Kunci: Komunikasi politik, pemasaran politik, push marketing, komunikasi digital, Pemilu 2024.
The Identity Trap: How DStv's Broadcast Legacy Constrained Platform Adaptation in Africa Lufuno Charity Manwadu; Avashni Reddy Moonsamy; Gedala Mulliah Naidoo
Nyimak: Journal of Communication Vol. 10 No. 2 (2026): Nyimak: Journal of Communication
Publisher : Faculty of Social and Political Science, Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/nyimak.v10i2.16940

Abstract

The paper examined how DStv continued to operate on a pipeline broadcasting model as global digital platforms were being developed on the continent. This study employed a qualitative case study approach by analysing 53 documents using thematic analysis. The results demonstrate that there are three main dimensions of this conceptual failure to transform: the continuation of a gatekeeping architecture, a lack of investment in data-driven content ecosystems, and limited involvement in the emerging creator economy in Africa. Over the last decade, the African media landscape has gone through a dramatic shift in its consumption pattern. Although numerous international media corporations have been able to respond to this change by developing platform-based business approaches, traditional broadcasters in emerging markets have found it difficult to redefine their place in the digital world. Unlike existing studies that attribute DStv’s decline to technological disruption, this paper argues that the failure is fundamentally conceptual. This study contributes to Platform Ecosystem Theory by advancing discussion on the notion of institutional identity as a platformisation hurdle, and it illustrates the platformisation of Africa’s creator economies as distinct from the Western ones. Keywords: Platform ecosystems, African media industries, digital transformation, gatekeeping, creator economy.   ABSTRAK Makalah ini mengkaji bagaimana DStv terus beroperasi menggunakan model penyiaran linier (pipeline) di tengah berkembangnya platform digital global di benua tersebut. Studi ini menggunakan pendekatan studi kasus kualitatif dengan menganalisis 53 dokumen melalui metode analisis tematik. Hasil penelitian menunjukkan adanya tiga dimensi utama dari kegagalan konseptual dalam melakukan transformasi ini: kelanjutan arsitektur penyaringan konten (gatekeeping), kurangnya investasi pada ekosistem konten berbasis data, serta keterlibatan yang terbatas dalam ekonomi kreator yang sedang berkembang di Afrika. Selama satu dekade terakhir, lanskap media Afrika telah mengalami perubahan drastis dalam pola konsumsinya. Meskipun banyak perusahaan media internasional mampu merespons perubahan ini dengan mengembangkan pendekatan bisnis berbasis platform, lembaga penyiaran tradisional di pasar negara berkembang justru kesulitan mendefinisikan ulang posisi mereka di dunia digital. Berbeda dengan studi-studi sebelumnya yang mengaitkan kemunduran DStv dengan disrupsi teknologi, makalah ini berargumen bahwa kegagalan tersebut pada dasarnya bersifat konseptual. Studi ini memberikan kontribusi pada Teori Ekosistem Platform dengan memperdalam pembahasan mengenai identitas kelembagaan sebagai hambatan dalam proses platformisasi, serta menggambarkan bagaimana platformisasi ekonomi kreator di Afrika memiliki karakteristik yang berbeda dibandingkan dengan yang ada di dunia Barat. Kata Kunci: Ekosistem platform, industri media Afrika, transformasi digital, (gatekeeping), ekonomi kreator.

Page 17 of 17 | Total Record : 164

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