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Wacana: Jurnal Ilmiah Ilmu Komunikasi
Published by Universitas Prof. Dr. Moestopo
ISSN : 14127873     EISSN : 25987402     DOI : -
Core Subject : Education, Social,
Languange, Linguistic, Communication & Media Social Sciences
Wacana, Jurnal Ilmiah Ilmu Komunikasi merupakan wujud karya ilmiah tentang kajian ilmu komunikasi yang melingkupi hasil penelitian dengan tema atau topik yang dibahasa dalam jurnal Wacana meliputi kajian ilmu komunikasi baik Komunikasi Politik atau pun Komunikasi Lintas Budaya; Strategic Communication meliputi Kehumasan, Periklanan, IMC, maupun Branding; Analisis Teks, Semiotika; dan juga Media Studies.
Arjuna Subject : -
Articles 18 Documents
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Search results for , issue "Volume 22, No. 2 December 2023" : 18 Documents clear
Political Marketing Communication Strategy to be Elected as a Member of The Indonesia’s Parliament Khairatun Niswa Aceh; Nur Kholisoh
WACANA: Jurnal Ilmiah Ilmu Komunikasi Volume 22, No. 2 December 2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/wacana.v22i2.162

Abstract

The involvement of women in efforts to meet the minimum representation quota of 30% in the legislature is not easy. An appropriate strategy is needed to win seats in the legislature, including implementing a political marketing communication strategy. Political marketing is commonly used in economic or entrepreneurial concepts for political elements. This study aims to determine Hetifah Sjaifudian’s Political Marketing Communication Strategy to be elected as a member of the Republic of Indonesia Parliament for 2019-2024. The research paradigm is constructivist with a qualitative approach and a case study research method. This study uses the political marketing communication theory put forward by Lees-Marshment. In a Product Oriented Party (POP), the leader carries out political planning activities and expects support from members and the public. The Sales Oriented Party (SOP) approach focuses on the communication strategy adopted by a party in persuading voters and the public to choose and want things offered by that party. The Market Oriented Party (MOP) approach focuses on public priorities collected from various data collection methods such as surveys, focus group discussions, consultations, meetings, interviews, gatherings, and internal discussions. The results of the research show that of the nine stages, the market research, communication, and campaign stages were important stages in winning Hetifah Sjaifudian.
Positioning Airlangga Hartarto dalam Gaya Komunikasi Politik Silent Authority Iswahyu Pranawukir; Alfan Bachtiar; Agus Hitopa Sukma; Alamsyah Alamsyah; Misnan Misnan
WACANA: Jurnal Ilmiah Ilmu Komunikasi Volume 22, No. 2 December 2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/wacana.v22i2.3390

Abstract

Silent authority is a communication style that shows a calm, polite, solution and inclusive attitude, which has been demonstrated by Airlangga Hartarto, General Chair of the Golkar Party and Coordinating Minister for Economic Affairs, a potential figure to run as a presidential/vice presidential candidate in the 2024 presidential election. This research aims to to analyze the silent authority's political communication style as a differentiation for Airlangga Hartarto ahead of the 2024 presidential election. The method used is a case study with a qualitative approach, using secondary data in the form of news, articles, interviews and public opinion surveys related to the research topic. The research results show that Airlangga Hartarto's silent authority political communication style has several characteristics, namely: (1) avoiding conflict and political polarization; (2) building open and equal communication with parties and community groups; (3) displaying performance and achievements as a form of responsibility and commitment; (4) offering concrete and realistic solutions to overcome the nation's problems; and (5) prioritizing national interests above party or personal interests. The impacts of this silent authority political communication style include: (1) increasing a positive image and public trust; (2) expanding networks and political support base; (3) strengthening his bargaining position and credibility as party leader; and (4) demonstrate capability and readiness as a future leader.
Gerakan Opini Digital pada #TolakUUCiptaKerja di Twitter dengan Pendekatan Social Network Analysis Rizky Wulan Ramadhani; Fajar Rizali Rakhman; Yohanes Ari Kuncoroyakti; Sabrina Rahma Utami; Cholidah Astri Pertiwi
WACANA: Jurnal Ilmiah Ilmu Komunikasi Volume 22, No. 2 December 2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/wacana.v22i2.2609

Abstract

The ratification of the UU Cipta Kerja led to objections that were echoed through #TolakUUCiptaKerja whose opinions were widely spread on Twitter. The purpose of this study was to determine the digital opinion movement #TolakUUCiptaKerja on Twitter. The research method used was a mix method by combining quantitative communication network statistics with a sample of 1000 tweet data, the number of actors 355 and 344 relations using netlytic and gephi. Qualitative to analyze text with a digital movement of opinion that results in the dissemination of opinions on the structure of the communication network. The results showed that the #TolakUUCiptaKerja movement was able to create mobility in the opinion of Twitter users, namely 752 or 75.2% positive reactions, 7 or 7% negative reactions and 241 or 24.1% irrelevant in communication networks. The positive reaction was dominated by netizen support for rejecting the legalization of the UU Cipta Kerja. The spread of this hashtag was assisted by popular actors, namely @ramlirizal and @ sandalista1789 as important actors, and 205 out of 355 actors were important actors
Analysis of Rebranding the X Application on User Loyalty in Batam City Suwarno Suwarno; Mangapul Siahaan; Annisya Putri Nadhia
WACANA: Jurnal Ilmiah Ilmu Komunikasi Volume 22, No. 2 December 2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/wacana.v22i2.3408

Abstract

The global market is currently experiencing very fierce competition. Companies compete to implement all marketing strategies to be superior in surviving this competition, one of which is a rebranding strategy by changing the brand image of the X application which was formerly known as Twitter. This study aims to determine whether the effect of rebranding can affect the loyalty of X’s users by assessing brand trust, brand prestige, and brand love. This research method uses a mixed method which is divided into two approaches, namely quantitative and qualitative using linear regression analysis. The results show brand image does not have a big influence on brand trust, brand prestige, and brand love. Furthermore, brand trust, brand prestige, and brand love have a positive influence on brand loyalty meaning that users are not too affected by the rebranding of X, but they will remain loyal to using the application.
Multimodal Pencitraan Anies Baswedan dalam Akun Instagram @aniesbaswedan Menjelang Pemilihan Presiden 2024 Natalia Reviyanti
WACANA: Jurnal Ilmiah Ilmu Komunikasi Volume 22, No. 2 December 2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/wacana.v22i2.3105

Abstract

The aim of this research is to analyze the visual depiction of Anies Baswedan on Instagram and highlight the role of social media in political campaign strategies. The method used is a qualitative approach with an interpretive paradigm, with a multimodality research method with a Systemic Functional Linguistics (SFL) research design. The results of this research are an analysis of three photos uploaded to the Instagram account @aniesbaswedan which depict Anies Baswedan's political activities and campaign as a presidential candidate. Ideation, interpersonal, and textual analyzes are used to study the use of language and images in the context of political drama via social media. In conclusion, this research provides an understanding of the content and interactions that occur in @aniesbaswedan's Instagram uploads, and these photos receive a positive response from social media users. Anies Baswedan uses Instagram as a stage to show his existence in the world of politics, and he uses these uploads to achieve the goal of being accepted by other users. The photos uploaded by Anies show characteristics that match the purpose of the scene regarding his dream of becoming president. Via Instagram, Anies Baswedan appears as a candidate who is ready to become President 2024 with a serious, warm and humanist image.
Pengaruh Viral Marketing, Celebrity Endorser, dan Brand Awareness Terhadap Keputusan Pembelian Skintific Eunike Freskanta Bukit; Femmy Femmy; Francisca Dewanti Mayangsari
WACANA: Jurnal Ilmiah Ilmu Komunikasi Volume 22, No. 2 December 2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/wacana.v22i2.3361

Abstract

The widespread development of the internet has encouraged many cosmetic brands to adopt marketing strategies that focus on utilizing online platforms. They use the internet as a means to communicate, convey information, and promote their brand to consumers. This study aims to examine the effect of viral marketing, celebrity endorsers, and brand awareness on purchasing decisions for the Skintific cosmetic brand. The sampling method used was non-probability sampling with 112 respondents. Data collection was carried out through questionnaires, and the data analysis technique used was multiple linear regression test. The results showed that viral marketing, celebrity endorsers, and brand awareness together have a significant influence on purchasing decisions for the Skintific cosmetic brand. In addition, partially, viral marketing variables, celebrity endorsers and brand awareness also have a significant influence on purchasing decisions.
Pengelolaan Akun Instagram CEO Telkomsel @hendrisjam Evi Cristiana; Anisa Diniati
WACANA: Jurnal Ilmiah Ilmu Komunikasi Volume 22, No. 2 December 2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/wacana.v22i2.3098

Abstract

Building a positive company reputation can be done by company's CEO using social media. This research aims to understand how Telkomsel implements CEO communication as public relations strategy in managing CEO Telkomsel @hendrisjam's Instagram account. This research uses the Public Relations Strategy theory by Cutlip Center (2013). This research used qualitative approach with descriptive research and data collection techniques which were conducted through in-depth interviews with one key informant, two expert informants, and four supporting informants, also through non-participant observation and document study. Based on the research results, it was found that Telkomsel's public relations implemented a special strategy in managing their CEO's Instagram account which consisted of five stages, such as secondary analysis for new innovations, setting more specific activity goals, determining target audiences, strengthening HR expertise to implement activity planning, and program evaluation. The final conclusion is that Telkomsel's positive reputation can be built through personal branding that the CEO communicates on Instagram according to the goals of this activity, and the perception tone obtained from followers is also positive.
The Construction of Sustainable Palm Oil Image In Naga Naga Naga Film Mochamad Husni; Frengki Napitupulu
WACANA: Jurnal Ilmiah Ilmu Komunikasi Volume 22, No. 2 December 2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/wacana.v22i2.3268

Abstract

The focal subject of examination is a film that portrays the establishment of palm oil plantations, while the use of Berger-Luckmann's social construction theory serves as two key factors that emphasize the importance of this research. The film "Naga Naga Naga" narrates the tale of Nagabonar's granddaughter, who encounters educational difficulties. This research employs a descriptive-qualitative approach to elucidate the concurrent processes and dialectics of externalization, objectivation, and internalization. The researcher gathered data by conducting observations of the Naga Naga Naga film in theaters and evaluating various sequences using a subscription-based streaming platform. By employing Charles S. Peirce's semiotic approach to analyze, the finding showed that not just the underlying motivations behind the signs and meanings associated with the implementation of sustainability principles, such as environmental harmony and community care, but also identifies components of "artistic and logical narrative" that impact the process of constructing a mental representation of palm oil farms. These findings are highly valuable for formulating campaign strategies that utilize films to shape public awareness.

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