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MAKNA: Jurnal Kajian Komunikasi, Bahasa dan Budaya
Published by Universitas Islam 45 Bekasi
ISSN : 2528195X     EISSN : 25281968     DOI : https://doi.org/10.33558/makna.v10i1
Core Subject : Humanities, Education,
Humanities Languange, Linguistic, Communication & Media Other
Makna: Jurnal Kajian Komunikasi, Bahasa, dan Budaya is an open access scientific research journal published twice a year in March and September by Faculty of Communication, English Language and Literature of Universitas Islam "45" Bekasi. Makna: Jurnal Kajian Komunikasi, Bahasa, dan Budaya has been published since 2010. Makna: Jurnal Kajian Komunikasi, Bahasa, dan Budaya publishes original research articles which focused on communication studies, linguistics and cultural studies. Makna: Jurnal Kajian Komunikasi, Bahasa, dan Budaya is an open access journal. Makna: Jurnal Kajian Komunikasi, Bahasa, dan Budaya has a open peer review process where the identities of reviewers are known to the authors. Open peer review process provides transparency and recognition to every concerned party. Open peer review process also ensures the quality of published research articles.
Arjuna Subject : Ilmu Sosial - Linguistik dan Bahasa
Articles 536 Documents
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GANGSTER, GHOST, AND TRADITION: REPRESENTATION OF MARKET IN THREE INDONESIA FILMS Rido Budiman; Novita Puspahaty; Dian Puspita Sari
Makna: Jurnal Kajian Komunikasi, Bahasa, dan Budaya Vol. 13 No. 2 (2023): MAKNA: Jurnal Kajian Komunikasi, Bahasa dan Budaya
Publisher : Fakultas Komunikasi, Sastra, dan Bahasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33558/makna.v13i2.7148

Abstract

This research aims to determine what kind of market representation is displayed in three Indonesian films namely Di Bawah Lindungan Ka’bah, Gangster, Rumah Hantu Pasar Malam and how the viewers interpret it through various internet platform. The qualitative research design in the field of cultural studies especially the theory of representation and encoding-decoding from Hall is used to analyze data in the present study. By researching the above factors, we aim to provide more information toward the meaning of Indonesian films from the point of view of cultural studies.
KOLEK AS A TRADITIONAL BOAT OF NATUNA PEOPLE Destriyadi Destriyadi
Makna: Jurnal Kajian Komunikasi, Bahasa, dan Budaya Vol. 13 No. 2 (2023): MAKNA: Jurnal Kajian Komunikasi, Bahasa dan Budaya
Publisher : Fakultas Komunikasi, Sastra, dan Bahasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33558/makna.v13i2.7155

Abstract

Natuna society in the maritime region has a close relationship with traditional technology in the form of kolek boats. As a material object, kolek is considered an important part of fishing activities since ancient times. The description of kolek is currently still lacking and even very minimally known. This article aims to describe kolek as a traditional technology of Natuna society. Likewise, some traditional boats in Natuna. The formal object of this research is cultural anthropology, while the material object is kolek boats. This descriptive qualitative research uses data collection techniques of observation, direct interview, and literature study. There are three stages of data analysis, namely data collection, data interpretation, and data inference. The traditional technology of kolek boats is not only a means of fishing at sea, but many cultural values. Kolek also holds traditional knowledge that must be preserved.
UNLOCKING THE POWER OF TOPHONETICS: INDONESIAN EFL LEARNERS' PERCEPTIONS ON PRONUNCIATION ENHANCEMENT THROUGH A PHENOMENOLOGICAL LENS Yulieta Aura Mustika; Aisyah Hamidiyah; Dhafid Wahyu Utomo
Makna: Jurnal Kajian Komunikasi, Bahasa, dan Budaya Vol. 13 No. 2 (2023): MAKNA: Jurnal Kajian Komunikasi, Bahasa dan Budaya
Publisher : Fakultas Komunikasi, Sastra, dan Bahasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33558/makna.v13i2.7170

Abstract

The aim of this research conducted at one of the public universities in Banten was to investigate the perception of second-semester students in the English Department regarding the features of the Tophonetics application in improving their pronunciation of fricatives. Employing a phenomenological qualitative research design, the researchers selected five participants through purposive sampling, focusing on students who had experience using Tophonetics and were willing to participate. Data was collected through semi-structured in-depth interviews conducted via online Zoom meetings, utilizing three main open-ended questions to delve deeper into participants' experiences. The obtained data was analyzed using the Stevick-Colaizzi-Kenn technique, as described by Moustakas (1994). The analysis revealed four themes, including positive perception, negative perception, the features of Tophonetics, and the obstacles of using Tophonetics. The findings suggest that students in the English Department perceive Tophonetics positively in terms of improving their pronunciation of fricative sounds, highlighting the potential benefits of integrating this application into language teaching and learning practices.
MARKETING COMMUNICATION STRATEGIES FOR INCREASING THE SALES OF DIGITAL PRINTING PRODUCTS Hamluddin Hamluddin; Marcellino Daffa Arya Wibowo
Makna: Jurnal Kajian Komunikasi, Bahasa, dan Budaya Vol. 13 No. 2 (2023): MAKNA: Jurnal Kajian Komunikasi, Bahasa dan Budaya
Publisher : Fakultas Komunikasi, Sastra, dan Bahasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33558/makna.v13i2.7304

Abstract

The printing industry, especially digital printing, has experienced rapid advancement amidst fierce competition and increasing technological progress. Marketing communication strategies have become crucial in achieving product marketing goals. This study focuses on understanding marketing communication strategies in the printing industry, specifically digital printing. Utilizing the 7P marketing mix theory, the study employs a qualitative descriptive method with data collection through observation, interviews, and documentation. The post- positivism paradigm is adopted with triangulation technique for data validity. The aim is to uncover company marketing strategies, enhance sales, and identify supporting and hindering factors in marketing. The results of the current study show that the implementation of marketing strategies seem to yield positive effects. The latter points are caused by factors such as product quality, affordable price and excellent after-sales quality. The implications of the results are also discussed.
From Image to Impact: The Viral Spread of “All Eyes on Rafah” and Its Global Repercussions Teguh Luhuringbudi; Purnama Putra; Fitri Liza; Mowafg Abrahem Masuwd; Dewi Nita Utami; Abdulnasir Dhaw Alsayd
Makna: Jurnal Kajian Komunikasi, Bahasa, dan Budaya Vol. 17 No. 2 (2025): MAKNA: Jurnal Kajian Komunikasi, Bahasa dan Budaya
Publisher : Fakultas Komunikasi, Sastra, dan Bahasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33558/makna.v17i2.10758

Abstract

The viral dissemination of the AI-generated image “All Eyes on Rafah” has had a profound global impact, igniting widespread humanitarian concern and political discourse. This study employs a qualitative-descriptive interdisciplinary approach, drawing on Agenda Setting Theory (McCombs & Shaw), Marshall McLuhan’s media theory, and Alexander Wendt’s Constructivism to analyze this phenomenon. Primary data comprise viral news reports and social media images documenting the Israeli bombing of Rafah refugee camps, which resulted in approximately 55 civilian casualties. Data collection involved comprehensive reading, detailed note-taking, and thematic categorization, followed by analytical stages of restatement, description, and interpretation. The findings underscore the pivotal role of AI and social media in amplifying humanitarian crises, demonstrating how media agendas shape public perception and influence international political responses. This research advances the understanding of the interplay between digital media, political communication, and human rights advocacy, highlighting both the transformative potential and ethical complexities of AI-generated imagery in mobilizing global attention and action.
The Influence of Crisis Management on Tokopedia User Loyalty (A Case Study of the Tokopedia X BTS Package Theft) Natalia Adiva Hendaryanto; Satria Kusuma
Makna: Jurnal Kajian Komunikasi, Bahasa, dan Budaya Vol. 17 No. 2 (2025): MAKNA: Jurnal Kajian Komunikasi, Bahasa dan Budaya
Publisher : Fakultas Komunikasi, Sastra, dan Bahasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33558/makna.v17i2.11259

Abstract

Public Relations (PR) plays a crucial role in guiding organizations through crises, particularly through strategic crisis management that helps safeguard corporate reputation and maintain user loyalty. This study investigates the impact of PR-led crisis management on Tokopedia user loyalty in the context of the Tokopedia X BTS package theft incident. The research is grounded in Situational Crisis Communication Theory (SCCT) and consumer loyalty theory, and employs a quantitative method with statistical data analysis to examine the relationship between the two variables. Findings reveal that effective crisis management significantly influences user loyalty, particularly among emotionally engaged users such as BTS fans (ARMY). In addition to PR strategies, user loyalty is shaped by factors including consistent and responsive customer service, effective complaint resolution, trust in the platform, strong brand identity, and high user satisfaction. Features such as a user-friendly interface, competitive pricing, promotional offers (e.g., cashback, free shipping), and emotional connections—such as brand pride and identification with BTS—also contribute to loyalty. Furthermore, network effects and service innovation reinforce user retention. The results reflect a shift in consumer behavior, with users becoming increasingly critical and demanding. While this trend fosters deeper engagement and platform dependency, it also increases the potential for reputational crises. The study highlights the strategic importance of integrated PR crisis communication in shaping public perception and sustaining loyalty in the digital age.
Gender Negotiation in Pop Music: A Critical Discourse Analysis of Empowerment in “Power” by Little Mix ft. Stormzy Hendy Nabil Rais
Makna: Jurnal Kajian Komunikasi, Bahasa, dan Budaya Vol. 17 No. 2 (2025): MAKNA: Jurnal Kajian Komunikasi, Bahasa dan Budaya
Publisher : Fakultas Komunikasi, Sastra, dan Bahasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33558/makna.v17i2.11303

Abstract

Pop music serves as a significant medium for gender representation, yet mainstream songs often reproduce patriarchal narratives that objectify women. This study examines how "Power" by Little Mix featuring Stormzy constructs female empowerment discourse within commercial pop culture. Employing Fairclough's three-dimensional critical discourse analysis, this qualitative research analyzes textual, discursive, and social practices. Data sources include official lyrics, the music video, behind-the-scenes materials, and a purposive sample of 50 most-liked TikTok videos using the song. Results reveal that "Power" negotiates gender meanings through: (1) appropriation of masculine metaphors ("machine," "engine") into female agency narratives, (2) strategic cross-gender collaboration that maintains female narrative control, (3) inclusive visual representation featuring mothers and drag queens, and (4) participatory digital remix culture that extends the song’s discourse. The study demonstrates how mainstream artists may disrupt patriarchal norms through symbolic strategies embedded within commercial systems. These findings contribute to understanding pop music as a site for gender renegotiation, particularly relevant for Indonesia where young audiences actively engage with global feminist messages. Future research should explore audience reception through digital ethnography and investigate how local music genres negotiate similar discursive tensions.
Greenwashing in Fast Fashion: A Critical Analysis of Shein’s EvoluShein Campaign Anindya Puteri; Evelyne Kezia Priyantono; Ghanesya Hari Murti; Erna Cahyawati; Dyah Purwita Wardhani; Imam Basuki
Makna: Jurnal Kajian Komunikasi, Bahasa, dan Budaya Vol. 17 No. 2 (2025): MAKNA: Jurnal Kajian Komunikasi, Bahasa dan Budaya
Publisher : Fakultas Komunikasi, Sastra, dan Bahasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33558/makna.v17i2.11368

Abstract

As environmental awareness grows, fast fashion brands increasingly adopt sustainability messaging to appeal to eco-conscious consumers. However, such efforts often raise concerns about greenwashing—where environmental claims are exaggerated, vague, or unsubstantiated. This study critically examines Shein’s evoluSHEIN campaign using Stöckl and Molnar’s Eco-Advertising Framework, which integrates linguistic and visual analysis to assess how brands construct eco-friendly narratives. Five official advertisements from 2024 were analyzed using Critical Discourse Analysis and multimodal semiotics. The findings identify five recurring greenwashing strategies: vague eco-lexicon, symbolic eco-imagery, unverified eco-certifications, emotional moral framing, and unsubstantiated absolute claims. Terms like “sustainable” and “eco-safe” are used without definition or evidence, while visuals—such as leafy graphics and green color schemes—reinforce environmental connotations without transparency. Moral slogans like “Join the fight for a greener planet” shift responsibility to consumers, framing ethical purchasing as the solution while masking Shein’s ongoing high-volume, low-cost production model. These strategies construct a cohesive yet largely symbolic environmental message, aligning with broader fast fashion trends where marketing appeal outweighs operational change. The study argues that this multimodal approach to greenwashing risks misleading consumers and eroding trust in legitimate sustainability initiatives. By highlighting the interaction between language and imagery in shaping perceptions of environmental responsibility, this research underscores the need for clearer regulatory standards, credible third-party certifications, and increased consumer media literacy. It contributes to the critical understanding of how greenwashing operates systemically within fast fashion and how ethical branding narratives may conceal unsustainable practices.
Public Communication Strategies in Urban Mass Transit: A Case Study of the BISKITA Campaign by the Bekasi Transportation Agency Tin Hartini; Istiana Tiara Ramadhan; Abdul Haris
Makna: Jurnal Kajian Komunikasi, Bahasa, dan Budaya Vol. 17 No. 2 (2025): MAKNA: Jurnal Kajian Komunikasi, Bahasa dan Budaya
Publisher : Fakultas Komunikasi, Sastra, dan Bahasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33558/makna.v17i2.11405

Abstract

Public transportation systems are essential in addressing urban challenges such as traffic congestion, air pollution, and the demand for efficient mobility. In response to these issues, the City of Bekasi launched the BISKITA Trans Bekasi Patriot program to encourage public adoption of mass transit. Despite the program’s significance, limited research has examined how local governments communicate such initiatives to the public. This study aims to analyze the public communication strategy employed by the Transportation Agency of Bekasi in promoting the BISKITA program. Using a descriptive qualitative approach and the campaign component model, this research investigates the key stages of the campaign: communicator selection, message development, media channels, audience targeting, and feedback mechanisms. Data were collected through interviews, document analysis, and field observations. Findings indicate that the agency adopted a collaborative communication strategy, leveraging a mix of digital and traditional media, including Instagram, local radio, and on-the-ground outreach. The campaign emphasized two-way communication by fostering direct engagement with the public, rather than relying solely on one-way information dissemination. However, the study also identified constraints such as limited human resources and budgetary restrictions affecting content production and distribution. This research contributes to the understanding of effective communication in urban transportation campaigns and highlights the need for better resource planning and sustained public engagement strategies in local government initiatives.
Examining the Visitors’ Experiences While Visiting Sri Baduga Museum Sri Mulyanah; Pradipta Dirgantara; Naufal Ardiyanto
Makna: Jurnal Kajian Komunikasi, Bahasa, dan Budaya Vol. 17 No. 2 (2025): MAKNA: Jurnal Kajian Komunikasi, Bahasa dan Budaya
Publisher : Fakultas Komunikasi, Sastra, dan Bahasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33558/makna.v17i2.11455

Abstract

Understanding the visitors’ experiences when they visit a museum might provide better information to the museums’ researchers and curators the strategies to improve the services given by a museum. One of the museums in Indonesia that aims to improve their service is Sri Baduga Museum. Located in Bandung, West Java, Sri Baduga Museum has an extensive collection of Sundanese cultural artifacts such as traditional fabrics, traditional farming tools, traditional games, traditional musical instruments, antique sculptures, and  ancient Sundanese manuscripts. Hence, the objective of this study is to investigate the experiences of a group of visitors of Sri Baduga Museum. We used a qualitative research design by conducting in-depth interviews to eight participants. The results of this study show that most participants think Sri Baduga Museum has provided them with a set of diverse collections that give them educational experiences while visiting the museum. In addition to raising awareness toward the culture of Sundanese, the participants think Sri Baduga Museum is able to show them how ancient Sundanese survived by living harmoniously with nature, giving them new perspectives to live in the modern era. The implications of this study suggest the necessity to improve the quality of a museum to help the next generation understand their own culture and educate more people. 

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