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Media Bahasa, Sastra, dan Budaya Wahana
Published by Universitas Pakuan
ISSN : 08535876     EISSN : 26224356     DOI : https://doi.org/10.33751/wahana
Core Subject : Religion, Humanities, Education, Art, Social,
Religion Arts Humanities Languange, Linguistic, Communication & Media Social Sciences
Media Bahasa, Sastra dan Budaya yang diterbitkan oleh Fakultas Sosial ilmu dan Budaya Universitas Pakuan dengan E-ISSN 2622-4356. Jurnal ini memuat makalah, pemikiran kritis, gagasan ilmiah, dan hasil penelitian pada bidang bahasa, sastra, budaya, komunikasi dan seni dalam bentuk artikel ilmiah dari para peneliti, akademisi, seniman, budayawan, dan mahasiswa dengan berbagai metode, baik kualitatif, kuantitatif, metode campuran, berbagai pendekatan dan teori bahasa, sastra,budaya, komunikasi dan seni. Jurnal ini terbit dua kali dalam satu tahun berbentuk digital. Jurnal ini menjalin kerja sama dengan editor berstatus guru besar dari beberapa universitas yang akan meninjau artikel sebelum dipublikasikan. Setiap artikel yang dikirmkan akan ditinjau dan ditelaah (review) dengan metode double blind oleh dua orang penelaah (reviewer). Media Bahasa Sastra dan Budaya Wahana telah terdaftar di Lembaga Ilmu Pengetahuan Indonesia (LIPI).
Arjuna Subject : Ilmu Sosial - Ilmu Sosial (Lain-Lain)
Articles 165 Documents
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STRATEGI PROGRAM AFTERNOON DELIGHT DALAM MEMPERTAHANKAN EKSISTENSI DI RADIO KISI 93.4 FM BOGOR Atala, Dimas KR; Rusfien, Ismail Taufik
Media Bahasa, Sastra, dan Budaya Wahana Vol 30, No 2 (2024): Volume 30 Nomor 2 Tahun 2024
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/wahana.v30i2.11398

Abstract

Every radio station can make a broadcast program, but after making a broadcast program rado station must make the program continue to survive and remain in demand and liked by its listeners. So that the program can maintain its existence. Therefore, to stay on the air and survive in the broadcasting industry. KISI 93.4 FM carries out a program strategy to survive. This research was conducted with the aim of finding out the strategy of the Afternoon Delight program in maintaining its existence on KISI 93.4 FM radio Bogor The method in this study uses a qualitative method and for data collection techniques using observation, interviews, and document collection related to this research. The results of this study show that the Afternoon Delight program in maintaining its existence on KISI 93.4 FM radio, by planning the program, namely by implementing short-term meetings for short KISI FM wants to make a Ramadan program, and help UMKM entrepreneurs. and want to conduct a trial for the program to be created. For the middle class, KISI FM wants to make a plan for the grid goes to school. And for the long term, KISI FM wants many brands or advertisements to enter its programs. In the production of the KISI FM program, it considers the originality of the program it makes. For the execution of the program, KISI FM tries to understand the habits of listeners by presenting the latest and relevant information. For program monitoring and evaluation, KISI FM conducts program evaluations obtained through various channels, such as social media, Instagram and WhatsApp, telephone, email, or comments directly from listeners.
PERAN KOMUNIKASI DIGITAL DALAM GERAKAN SOSIAL KESEHATAN LINGKUNGAN: STUDI KASUS SERLOK BANTARAN CIKAPUNDUNG Solihin, Olih; Solihat, Manap; Daniel, Yudi Irfan
Media Bahasa, Sastra, dan Budaya Wahana Vol 30, No 2 (2024): Volume 30 Nomor 2 Tahun 2024
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/wahana.v30i2.11558

Abstract

Gerakan sosial berbasis lingkungan, seperti Serlok Bantaran Cikapundung, memainkan peran penting dalam meningkatkan kesadaran masyarakat terhadap kesehatan lingkungan. Perubahan era digital telah membuka peluang untuk memperluas jangkauan kampanye lingkungan melalui strategi komunikasi yang inovatif. Penelitian ini bertujuan untuk menganalisis peran komunikasi digital dalam strategi gerakan sosial Serlok Bantaran Cikapundung, dengan fokus pada kombinasi metode tradisional dan digital. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik wawancara mendalam. Data dianalisis untuk memahami strategi komunikasi yang diterapkan, hambatan yang dihadapi, serta solusi yang dikembangkan. Hasil penelitian menunjukkan bahwa Serlok Bantaran berhasil memadukan komunikasi tatap muka melalui tokoh masyarakat dengan media digital, seperti WhatsApp, Facebook, dan Instagram, untuk menyebarluaskan pesan lingkungan. Inovasi seperti konten visual edukatif, tantangan digital, dan grup komunitas meningkatkan keterlibatan masyarakat lintas generasi. Tantangan seperti literasi digital rendah dan resistensi budaya diatasi melalui pelatihan, adaptasi lokal, dan insentif partisipasi. Kesimpulannya, kombinasi strategi komunikasi tradisional dan digital mampu menciptakan pendekatan yang inklusif dan adaptif, menjadikan masyarakat sebagai bagian aktif dalam konservasi lingkungan. Temuan ini memberikan wawasan bagi implementasi kampanye lingkungan serupa di era digital.
PERSEPSI MISTISME DI KALANGAN GEN Z (PENDEKATAN EKSPLANATORI-SENTIMEN PADA VIDEOBLOG FERRI IRWANDI) Abdullah, Ahmad Zakki; Ghofur, Abdul; Rai, I Nyoman Aji Suadhana; Baskara, Ratu Laura
Media Bahasa, Sastra, dan Budaya Wahana Vol 30, No 2 (2024): Volume 30 Nomor 2 Tahun 2024
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/wahana.v30i2.11538

Abstract

Penelitian ini mengkaji sentimen dan sikap publik terhadap mistisme yang disajikan dalam konten video digital, dengan fokus pada analisis komentar video Kanal YouTube oleh Ferry Irwandi yang membahas praktik mistis yaitu dan santet dan dukun. Melalui metode mix-methods penelitian ini melakukan analisis sentiment, wordcloud, dan juga analisis tema dan kategori untuk mengeksplorasi bagaimana mistisme, yang sering kali dianggap tabu dan kontroversial, dipersepsikan oleh generasi modern, khususnya generasi Z. Hasil analisis menunjukkan adanya polarisasi yang kuat dalam persepsi publik: di satu sisi terdapat skeptisisme yang tinggi dan penolakan terhadap praktik mistis sebagai bentuk kepercayaan yang dianggap tidak ilmiah, sementara di sisi lain, masih ada penerimaan yang kuat terkait nilai-nilai tradisional dan spiritual yang terkait dengan mistisme. Kajian ini mengungkapkan bahwa, meskipun ada tren globalisasi dan modernisasi, kepercayaan mistis masih memiliki tempat dalam diskursus digital kontemporer, yang mencerminkan ketegangan antara nilai tradisional dan modernitas. Implikasi dari temuan ini penting bagi pembuat konten digital dan pembuat kebijakan dalam merancang strategi komunikasi yang mempertimbangkan sensitivitas budaya dan keragaman interpretasi terhadap fenomena seperti mistisme.
MEMAHAMI PESAN PERTANIAN DALAM PENGAJARAN DI SEKOLAH DAN HUBUNGANNYA DENGAN TINGKAT PENGETAHUAN SISWA PEDESAAN TENTANG PERTANIAN Nugraha, Yogaprasta Adi; Siregar, Mariana Rista Ananda; Rachmat, Muhammad Fadhilah Riandi
Media Bahasa, Sastra, dan Budaya Wahana Vol 30, No 2 (2024): Volume 30 Nomor 2 Tahun 2024
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/wahana.v30i2.11539

Abstract

Penelitian ini bertujuan untuk mengetahui pesan pertanian dalam pengajaran antara guru dengan tingkat pengetahuan siswa tentang pertanian di Desa Ciasmara, Kecamatan Pamijahan Kabupaten Bogor. Penelitian ini menggunakan metode kuantitatif deskriptif korelasional, teori yang digunakan dalam penelitian ini adalah teori belajar sosial yang dikaitkan dengan penelitian ini untuk mencari hubungan antara pesan pertanian guru-murid terhadap pengetahuan siswa tentang pertanian. Penelitian ini dilakukan di desa Ciasmara, Kecamatan Pamijahan, Kabupaten Bogor dari Juni 2024 – Desember 2024. Teknik mengambilan data yang digunakan adalah observasi, angket/kusioner, dan wawancara. Penelitian ini menggunakan purposive sampling dengan menggunakan rumus Taro Yamane dengan jumlah sampel 150 responden. Hasil penelitian ini menunjukan bahwa kedalaman pesan dan perhatian pesan berhubungan dengan tingkat pengetahuan Siswa tentang pertanian.
Pengaruh Campaign #LanjutTerus Rexona Melalui Media Sosial Instagram Terhadap Brand Awareness Utomo, Hajeng Herika; Prahesti, Riska Tyas
Media Bahasa, Sastra, dan Budaya Wahana Vol 31, No 1 (2025): Volume 31 Nomor 1 Tahun 2025
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/wahana.v31i1.12751

Abstract

#LanjutTerus is a campaign created by Rexona that aims to support Indonesian people to face their doubts and try their first step. The Instagram social media platform was chosen as the media used to disseminate the #LanjutTerus campaign. Brand awareness is the ability of consumers to remember a product or brand in a certain category. The purpose of this research is to find out how much influence the #LanjutTerus Rexona campaign through Instagram has on brand awareness. This research uses a quantitative approach and is analyzed to produce accurate data. The quantitative method is used to see the effect of the #LanjutTerus Rexona campaign through Instagram social media (X) on brand awareness (Y). The type of research used in this research is explanatory and positivistic, and the method used is conducting a survey. Data collection is done by non-probability sampling with the criteria of following the @rexona_id Instagram account and knowing the #LanjutTerus campaign. The number of samples in this study was 86, calculated using the Taro Yamane formula. The data were collected through a Google form and processed with SPSS 26. The result of this research shows that the #LanjutTerus Rexona campaign through Instagram has a very low effect on brand awareness. This research identifies that the campaign through Instagram social media makes a positive contribution. It can be seen from the high score on the statement, “Through Instagram, the #LanjutTerus campaign can be conveyed well, such as message and visual content”. 
STRATEGI LIFEPOD MEDIA DALAM MENINGKATKAN AUDIENCE ENGAGEMENT DI INSTAGRAM (Studi Kasus Pada Kanal “Ngomongin Film”) Vahista, Salwa Lila; Subekti, Komarudin; Hikmah, Nur
Media Bahasa, Sastra, dan Budaya Wahana Vol 31, No 1 (2025): Volume 31 Nomor 1 Tahun 2025
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/wahana.v31i1.12672

Abstract

The term new media refers to types of media that utilize the internet and are based on online technologies. This form of media is characterized by its flexibility, interactive potential, and its ability to function both personally and publicly. As a result, new media has become a modern communication tool used by communicators to convey information to their audiences. Lifepod Media is a digital multiplatform media company established in 2019. It is active across various social media platforms, Instagram, Twitter, Facebook, TikTok, and YouTube are included. One of its Instagram segments, titled Ngomongin Film, focuses on reviewing Indonesian films. This segment utilizes the Instagram Live feature to discuss films that are either currently showing or upcoming in theaters. This study aims to explore and analyze the social media management strategies employed by Lifepod Media to increase audience engagement on the Ngomongin Film segment. The research applies the SOME model developed by Regina Luttrell, which consists of four key components: 1) Share, 2) Optimize, 3) Manage, and 4) Engage. The study is also grounded in the Uses and Gratification Theory. The findings indicate that the implementation of the SOME model has a significant and well-structured impact. Through this model, Lifepod Media successfully enhances audience engagement on the Ngomongin Film segment.
KOMUNIKASI PERSUASIF DALAM MENINGKATKAN LITERASI DAN NUMERASI DI DAERAH 3T (TERTINGGAL, TERDEPAN, TERLUAR) ., Hafzotillah; Martha, Layung Paramesti; Nugroho, David Rizar
Media Bahasa, Sastra, dan Budaya Wahana Vol 31, No 1 (2025): Volume 31 Nomor 1 Tahun 2025
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/wahana.v31i1.12673

Abstract

Communication is a social event, an event that occurs when someone relates to others either face to face or using media as a means of communication. In order to understand the condition of an individual, the ability to communicate persuasively is needed. Lecturers and students observe the condition of the target school and create a literacy and numeracy program that will be implemented in the assigned school. The implementation of the program that has been planned since the beginning of the assignment cannot be separated from persuasive communication in implementing the program. Field supervisors and students need persuasive communication techniques so that the programs that have been released in the assigned school, literacy and numeracy in the modern era, are very easy to apply in the surrounding environment with the help of technology from several planned programs. This study aims to analyze the persuasive communication techniques used by field supervisors and students in the Kampus Mengajar program to improve literacy and numeracy in the 3T area. Using a qualitative descriptive approach, the study was conducted through interviews, FGDs, and observations of lecturers and students at Pakuan University and students at the target school. The results showed that the five persuasive communication techniques used included association, integration, reward, arrangement, and red-herring techniques. Each technique has its own challenges and effectiveness in practice in the field. Communication barriers were identified in the form of technical (facilities) and behavior (lack of student learning motivation). This study concluded that the use of persuasive communication techniques can significantly increase student participation in literacy and numeracy activities, as long as it is supported by appropriate and contextual implementation strategies.
PERMAINAN TRADISIONAL ANJANG-ANJANGAN MENGASAH KREATIVITAS DAN RESILIENSI Mangadil, Nur Annisya; Hujatnika, Agung; Damayanti, Nuning
Media Bahasa, Sastra, dan Budaya Wahana Vol 31, No 1 (2025): Volume 31 Nomor 1 Tahun 2025
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/wahana.v31i1.12649

Abstract

Penelitian menganalisa keterhubungan nilai kearifan pada permainan tradisional anjang anjangan dan resiliensi ditengah isu lingkungan yang dilakukan dengan cara yang kreatif. Penelitian ini menggunakan pendekatan kualitatif dengan metode interaktif dan noniteraktif. Sampel dari penelitian ini adalah enam orang anak berusia enam sampai sembilan tahun yang tinggal di Bandung Timur. Lokasi penelitian dilaksanakan di Seni Tani, Arcamanik, Bandung Timur yang dipilih berdasarkan penggunaan lahan kebun yang memanfaatkan lahan tidur di bawah sutet menjadi kebun pertanian pangan organik yang bekelanjutan. Data didapatkan melalui pengamatan terhadap subjek melalui wawancara, observasi langsung, pencatatan selama kegiatan dan dokumentasi. Hasil dari penelitian ini menunjukkan bahwa bermain anjang-anjangan adalah metode yang tepat untuk mendekatkan diri anak dan alam melalui sektor pertanian. Saat bermain, anak-anak menunjukkan sisi kreatifnya yang dikembangkan dari imajinasinya pada saat bermain peran menjadi seorang petani. Menghayati perannya dengan kegiatan bermain yang sama halnya dengan kegiatan petani di kebun, yakni menanam biji sayur bayam dengan segala prosesnya. Di Seni Tani, anak menemukan banyak sampah yang menunjukkan adanya pencemaran lingkungan pada tanah yang diakibatkan oleh ulah tangan manusia. Penemuan tersebut memicu anak untuk berpikir kritis dan berpikir untuk menemukan solusi. Terakhir, anak menghayati dirinya sebagai manusia yang hidup berdampingan dengan alam melalui sikap-sikap bijaksana yang mereka dapati selama bermain anjang-anjangan dan merefleksikan pengalamannya saat mengamati banyaknya sampah di kebun yang mereka tunjukkan melalu aksinya selama bermain di kebun dan selama merawat sayur kangkungnya secara mandiri dirumahnya masing-masing. Nilai kearifan yang tertanam dalam permainan anjang-anjangan menjadi pembelajaran yang berguna untuk bekal hidup mereka dimasa depan.
PERILAKU BELANJA ONLINE DAN OFFLINE IBU RUMAH TANGGA DI DAERAH PESISIR Nugraha, Tryan; Aminuddin, Ahsani Taqwim; Amaliah, Desi
Media Bahasa, Sastra, dan Budaya Wahana Vol 31, No 1 (2025): Volume 31 Nomor 1 Tahun 2025
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/wahana.v31i1.12719

Abstract

This study analyzes the online and offline shopping behavior of housewives in coastal areas, particularly in Palabuhanratu. Using a survey approach and focus group discussions (FGDs), this research explores the factors influencing shopping decisions, e-commerce platform preferences, and obstacles to adopting online shopping. The findings reveal that although online shopping is increasingly popular due to accessibility and attractive promotions, most housewives still have relatively low transaction intensity. Trust in product quality, limitations in digital payment methods, and the need for a social shopping experience are key factors that lead many respondents to prefer offline shopping. Shopee emerged as the most widely used platform, supported by aggressive marketing strategies and flexible transaction features. However, cash-on-delivery (COD) remains a popular payment method, indicating that many consumers still lack full confidence in digital transactions. Additionally, the study highlights that shopping is not just an economic transaction but also a social activity that impacts consumers' emotional well-being. Thus, while e-commerce continues to grow, the in-store shopping experience remains an essential aspect that is difficult to replace among housewives in coastal communities.
ANALISIS INSTAGRAM @THEFARMPANCAWATI DALAM MENINGKATKAN DAYA TARIK PARIWISATA Putri, Aura Fidya; Rusfien, Ismail Taufik
Media Bahasa, Sastra, dan Budaya Wahana Vol 31, No 1 (2025): Volume 31 Nomor 1 Tahun 2025
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/wahana.v31i1.12660

Abstract

This study aims to analyze the use of the Instagram account@thefarmpancawati as a public relations medium in enhancing tourism attraction. The background of this research focuses on the issue of declining visitor numbers. Based on this, the Instagram account @thefarmpancawati is utilized to increase visitor interest by actively engaging and sharing various appealing content. This study uses a qualitative descriptive approach with data collection techniques including interviews, observation, and documentation. The results indicate that the @thefarmpancawati account is effectively used as a medium for two-way interaction, information dissemination through content such as high-quality photo and video posts, persuasive captions, as well as Instagram Stories and Reels to attract potential visitors. However, the effectiveness of the information delivery is still influenced by the consistency of posts and competition with other tourist attractions in the surrounding area. This study concludes that Instagram plays an important role in increasing visitor interest through engaging content and active interaction.Keywords: Instagram, public relations, tourism,

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