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Ultimacomm: Jurnal Ilmu Komunikasi

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Published by Universitas Multimedia Nusantara

ISSN : 20854609 EISSN : - DOI : -

Core Subject : Education,

Languange, Linguistic, Communication & Media

Jurnal Ilmu Komunikasi diterbitkan dua kali setahun sebagai media informasi karya ilmiah untuk bidang kajian Ilmu Komunikasi dan jurnalistik di Indonesia.

Arjuna Subject : -

Articles 222 Documents

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Mata Najwa dan Strategi Najwa Shihab untuk Memasarkan Narasi.tv. Ravi Noldy Boer
Ultimacomm: Jurnal Ilmu Komunikasi Vol 11 No 2 (2019): UltimaComm
Publisher : Universitas Multimedia Nusantara

ABSTRACT Since being aired for the first time in 2009, Mata Najwa's television program has won a number of awards as the best program in Indonesia. Likewise, Najwa Shihab as the event guide has been named the best event guide several times. Behind the decision to stop Mata Najwa's show in August 2017, Najwa Shihab as the program owner has seen the opportunity to start its work in the digital world. Mata Najwa's popularity and Najwa Shihab became the capital to build and market Narasi.v, a digital-based multi-content platform. The decision to jump into the digital world is motivated by an understanding of the times and changes in consumer behavior. The development of the internet has made some Indonesians accustomed to using technological tools in their daily activities, including searching and enjoying video content. This research wants to provide insight into how to build a content business through the use of digital media. This study used a qualitative method that explained that when Mata Najwa's shows could again be witnessed by the public in early 2018, then at that time Najwa Shihab also began marketing the Narrative TV digital platform. This research also describes Najwa Shihab's strategy in utilizing digital media. Using the constructivist paradigm this study seeks to establish the idea that Mata Najwa's success is expected to be an embryo for the success of other TV Narrative content. It is interesting to learn about Najwa Shihab's step in re-showing Mata Najwa while marketing TV Narratives, which turned out to complement each other to achieve two goals, namely: to spread positive ideals for the country, while also creating a new sustainable business platform. One strategy to be able to survive and succeed in the digital world is the tips for running relationship marketing with consumers. Keywords: Digital Content, Technology Determinism Theory, Mata Najwa, Narasi.tv, Relationship Marketing.

Komunikasi Corporate Social Responsibility Melalui Media Massa Online Revita Tri Sulastri; Wulan Herdiningsih
Ultimacomm: Jurnal Ilmu Komunikasi Vol 11 No 2 (2019): UltimaComm
Publisher : Universitas Multimedia Nusantara

Intense competition between companies requires companies to be at the forefront and get a positive assessment from the community which leads to an improvement in the company's image. Companies try to please the community and stakeholders by doing positive, innovative things, and showing good achievements to the public. One way is to carry out Corporate Social Responsibility activities and to report activities in the online mass media. The ease of transparency of these business activities is carried out because of the development of communication and information technology that can easily become a bridge of information from the company to the community as well as a means of carrying out the goals or role of Public Relations easily. Reporting on CSR activities can also reveal that the existence of a company is not only to maximize the wealth of the owner, but also to serve the interests of stakeholders such as public, employees, and the government as conveyed by the stakeholder theory. State-owned electricity company PT. PLN in Central Java and Yogyakarta also carries out Corporate Social Responsibility activities and publishes it on online mass media. This research aims to analyze the news contents on the CSR of PT. PLN in Central Java and Yogyakarta published by Tribunjateng.com, by using quantitative content analysis. This descriptive research focuses on the CSR news of the PT PLN and their tendency, which measured by four indicators namely CSR responsibilities, programs, benefits and objectives. The results revealed the tendency of news content on CSR news to discuss the most about CSR Programs with a percentage of 46.4% of 13 news, CSR Responsibility of 32.3%, Benefits of 7.1% and CSR Objectives of 14.3%. Keywords: CSR news, Stakeholder theory, Content analysis, CSR Communications, Public Relations

Public Policy Evaluation on Limitation of The Use of Plastics Bags based on Social Marketing Perspective Cheryl Pricilla Bensa
Ultimacomm: Jurnal Ilmu Komunikasi Vol 11 No 2 (2019): UltimaComm
Publisher : Universitas Multimedia Nusantara

The plastic bag diet campaign has been carried out by many parties including government agencies, but the campaign is feared to only reach the cognitive stage, not a meaningful change in attitude. Many campaigns on the problem of plastic waste have been carried out from NGOs, the private sector, and the government, but what is wrong so as to the problem of plastic waste continues to occur? Why does the problem of plastic waste still stop at the campaign without a comprehensive behavior implementation of the community? The research method was a survey using quota sampling and descriptive. The population people in Balikpapan, Jakarta and Surabaya. The campaign to limit plastic bags can be successful if there is a synergy of the regulators; the government and NGOs, the private sector such as retailers, and the community. The related parties are expected to design a campaign in accordance with the social marketing model. Moreover, the related parties must also conduct formative research of the target behavior: the community about plastic waste and the extent to which the related parties must endeavor so that it can be known what audience benefits are most appropriate in formulating a campaign. In the implementation of social marketing, related parties have to clearly formulate the target behavior that exists so that people are not confused and have one voice. In addition, policies must also be upheld to support and maintain the results of social marketing to be sustainable. Moreover, educational and outreach programs that can change behavior about the environment will also help future generations to reduce pollution of plastic waste.

Relasi Self-Esteem dan Body Image dalam Terpaan Media Sosial Instagram Michelia Martanatasha; Intan Primadini
Ultimacomm: Jurnal Ilmu Komunikasi Vol 11 No 2 (2019): UltimaComm
Publisher : Universitas Multimedia Nusantara

This research is motivated by the ‘social media detox’ phenomenon, which is being carried out by many people to avoid the negative effect of social media. The high number of Instagram user, which is 80% of 150 billion active users in Indonesia can make people vulnerable to mental health problems as a result of the excessive use of social media Instagram. These problems are related to the perception of body image and the serious impact of self-esteem. The purpose of this research is to find out the impact of social media Instagram exposure on self-esteem levels through the perception of body image levels. This research used social comparison theory with the concepts of media exposure, body image, and self-esteem. The methodology of this research is quantitative with explanatory research. The respondents of this research were 400 respondents using non-probability purposive sampling technique by distributing online questionnaire. This research also used path analysis test to determine the indirect influence between the three variables. The result of this research shown that there is an indirect influence of social media Instagram exposure on self-esteem levels through the perception of body image levels. Also, there is a significant influence between social media Instagram exposure on the perception of body image levels by 7,6% and the perception of body image levels on self-esteem levels by 68,3%. However, between social media Instagram exposure and self-esteem levels do not have a significant effect. These results prove that the use of social media Instagram can influence the perception of their body image that also influence their self-esteem. Keywords: Body image, Instagram, Social Media, Self-esteem, Social Comparison Theory

Instagram Addiction and Selfie Among Young Adolescent Hidayah Hidayah; Febri Nurrahmi
Ultimacomm: Jurnal Ilmu Komunikasi Vol 11 No 2 (2019): UltimaComm
Publisher : Universitas Multimedia Nusantara

This study aims to learn addiction suffered by Syiah Kuala University students on Instagram in relation to the selfie. The study used the Media Ecology Theory and qualitative explanative approach. The data were collected through in-depth interviews and observation on the informants’ Instagram. Ten students from Syiah Kuala University were interviewed. Their addiction was observed from the intensity of Instagram usage. The study showed that there is a correlation between Instagram addiction and selfie. Addicted Instagram users are obsessed with selfie as they believe that selfie photos are the best way to get likes and increase the number of followers. Their addiction to Instagram incites their obsession to gain popularity in the virtual space using selfie photos. These findings are in align with the assumption of technological determinism that Instagram as a medium focusing on photos as its main feature has created and reinforced the selfie posting behaviours amidst its heavy users. Keywords: Instagram Addiction, Selfie, Youth, Media Ecology Theory

Strategi Marketing Public Relations PT. Berjaya Sally Ceria (Sour Sally) melalui Rejuvenation dalam Membangun Citra “All New Sour Sally” Irene Melia Puspita
Ultimacomm: Jurnal Ilmu Komunikasi Vol 12 No 1 (2020): UltimaComm
Publisher : Universitas Multimedia Nusantara

A brand image plays an important role in business objectives, as a pioneer in frozen yogurt in Indonesia. Two years ago, Sour Sally rejuvenated (rebranding) to build their image into a healthy and tasty dessert and targeted bigger market. The reason is that the previous target market is too segmented and it forms the image of feminism in Sour Sally. It became an obstacle for Sour Sally to promote their product. As Sour Sally’s aim is to expand the market by reaching out to new audience, Sour Sally conducts brand rejuvenation using Public Relations tools to helo Marketing function. Therefore, marketing public relations strategy has a vital role in building the image of “All New Sour Sally”. This research uses the theory of marketing public relations and Image theory and uses descriptive qualitative approach through interview as primary data. This study discusses the main tools of marketing public relations according to Kotler & Keller. To build Sour Sally's image, marketing communications division use Marketing Public Relations tools such as publications, events, sponsors, news, speeches, community service activities, and media identity. The result indicates digital publication and social media and events are the most commonly used to communicate “All New Sour Sally”. Keywords: brand, images, marketing strategy, public relations

Melihat Perbincangan #Pilpres2019 di Media Sosial dengan Social Media Analytics Yearry Panji Setianto
Ultimacomm: Jurnal Ilmu Komunikasi Vol 12 No 1 (2020): UltimaComm
Publisher : Universitas Multimedia Nusantara

This descriptive study aims to explain how netizens discuss various topics related to the 2019 General Election in Indonesia. By taking the case of online discussion on social media platform of Twitter, the author examines some hashtags related to the online campaign of two running president and vice-president candidates, Joko Widodo-Ma’ruf Amin and Prabowo Subianto-Sandiaga Uno. Utilizing social network analytics, the author found that online conversations on Twitter regarding the topics of #DebatPilpres2019, #PrabowoMenangDebat and #DebatPintarJokowi most of the time are dominated by not-so-called popular accounts and might not be associated as political ‘buzzers.’; although the Twitter accounts of @jokowi and @prabowo are found to be two most discussed actors within the conversation. Here, the author argues that social media platforms like Twitter serve as mini-publics-where the discourse here is not always in parallel with the mainstream (mass media or people’s) opinion. Moreover, people’s engagement in political talks on social media as online politics should not be considered as less than an important part of the democratization process in Indonesia. Key words: political communication, hashtag politics, social media analytics, online politics

Motivasi Penggemar K-Pop sebagai Citizen Author Menulis Fan Fiction Qoryna Noer Seyma El Farabi
Ultimacomm: Jurnal Ilmu Komunikasi Vol 12 No 1 (2020): UltimaComm
Publisher : Universitas Multimedia Nusantara

The formation of fandom as group is caused by an existing interest for the same object. Fandom is a popular culture in the industrial society, as a way to admire certain culture. Fandom provides the evidence that audiences is an important factor in media development. Korean boyband fandom is the largest and gained highest members. At the moment, the emergence of Korean boyband fandom apprears in fan activities as the actualization of the fan’s support toward their idol. The internet has been used not only as a search engine, but also as a communication tool. The author tries to analyze the phenomenon of internet-based, namely Wattpad, and also the internet capability that enable citizen authorship. This study uses qualitative methods, by conducting interviews to obtain data. The results of this study show two factors that influence fans to write a Fan Fiction about their idols, namely internal factors amd also external factors. Keywords: Fans, Fan Fiction, Citizen Authoer, Wattpad.

The Audience’s Response to Gender Relation Campaign of Ketchup Brand on Youtube Muchammad Nasucha; Rizky Kertanegara
Ultimacomm: Jurnal Ilmu Komunikasi Vol 12 No 1 (2020): UltimaComm
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v12i1.1323

Currently, the rapid usage of the Internet as a tool or medium of communication and information, including media campaign to society, is popular to spread the idea(s), thought, even ideology. YouTube, as one of the popular video-sharing social media, is vivacious and potential to get the audience’s attention and responses accordingly to the design(s) like ABC as one of the brands of complementary food (sauce/ketchup) has done. This research tries to find the audience’s responses to gendered-relations campaign through the new media, particularly through social media (YouTube). Based on reader-response theory and using [dominantly] qualitative text online analysis, this research attempts to find the variety of the audience’s response to the Campaign. Finally, this research finds that basically, the responses are implicit and explicit. The explicit means that the icon like and unlike identifies the audience’s positive and negative responses. The implicit response appears in the comment section, both verbal and nonverbal (such as emoticon). We can catch many comments about gender relations. Even between wife-husband (spousal relationship), the dichotomy still exists and shows a negative-positive pole. The diverse responses/comments presented by the audiences seem to be influenced by several factors, such as values of the culture, education, family, environment, society, and religion. It seems that the campaign as a digital marketing strategy has affected the audiences to involve in spreading the idea, called as the word-of-mouth effect. Keywords: audience response, Campaign, gender relation, social media, digital marketing

Malaysian and Mainland Chinese Social Network Community Users’ Perceptions on Post-Mh370 Incident Changsong Wang; Yue Hu
Ultimacomm: Jurnal Ilmu Komunikasi Vol 12 No 1 (2020): UltimaComm
Publisher : Universitas Multimedia Nusantara

Aside from the world-of-mouth generated by popular portals and forums, the quality of an opinion community also affects their social media users’ perception on certain topics. The advent of social media technologies has dramatically changed the scene in the information world. When Malaysia Airlines flight MH370 went missing, the flow of information experienced complexity uncertainty and ambiguity in terms of information adequacy. Social media plays a vital role in building on a framework of re-trust and friendly perception towards Malaysia Airlines. This paper aims to compare social media users’ perception of the Malaysia Airlines missing flight MH370 incident in Mainland China and Malaysia respectively. It reveals a significant difference in user perception of active social media in these two countries. This paper argues that social networking sites, such as Facebook in Malaysia, Weibo and Wechat in Mainland China, become the public opinion field which illustrates sorts of openness and negotiation in Malaysia and Mainland China. In the law enforcement and emergency response community, the historical perception of social media was that it was an alternative option. However, the ubiquity of social media use and the role of social media as the front line of communications in a crisis event has changed that perception. In 2018, 200 questionnaires were collected from respondents in Mainland China and Malaysia respectively. The survey results contributed to the mechanism of crisis communication for henceforth similar incidents in the future. There is no doubt that the portrait of Malaysia Airlines on social media in these two countries affected its organizational reputation. Nevertheless, the participants from Malaysia and Mainland China showed a very average level of confidence to empower themselves to enhance dialog capacity among various stakeholders for this incident.

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