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<![CDATA[Disney’s Aladdin (2019), the Old Rum in the New Bottle ]]>
<![CDATA[MD MOHIUL ISLAM]]>;
<![CDATA[Nilufa Akter]]>
<![CDATA[ Ultimacomm: Jurnal Ilmu Komunikasi Vol 12 No 1 (2020): UltimaComm ]]>
Publisher : <![CDATA[Universitas Multimedia Nusantara ]]>
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DOI: 10.31937/ultimacomm.v12i1.1466
<![CDATA[Disney Corporation has recently released Aladdin (2019) as their official remake of their own animated Film Aladdin (1992). By making some significant changes in the storyline, Guy Ritchie, the director of the film, tried to create some newness through the actions of the film. But the gender role of the princess Jasmine and the casting of Genie have brought back the same old tendency of the corporation that is the stereotypical representation of the females and racial ethnicity. The princess becomes the victim, and the male rescues the female, and the black becomes the slave. This very study shows how Disney has been doing the stereotyped portrayal of the women and showing the racist attitude towards the dark-skinned people. Since this study is conducted through a textual analysis approach, initially, the dialogues and actions related to the objective of the study have been coded. Then by analyzing the two characters and their dialogues, contexts and related actions, this study explains how Guy Ritchie’s Aladdin (2019) contains the old philosophy of Disney, that is keeping the women inside the house and neglecting the dark-skinned people, which at the end made the film nothing but the old rum in the new bottle. Keywords: Females, Genie, patriarchy, portrayal, slavery.]]>
<![CDATA[Strategi Komunikasi dalam Sosialisasi Kebijakan Penghapusan Human Trafficking di Kota Lhokseumawe ]]>
<![CDATA[Abdul Mugni]]>;
<![CDATA[Harjoni Harjoni]]>
<![CDATA[ Ultimacomm: Jurnal Ilmu Komunikasi Vol 12 No 1 (2020): UltimaComm ]]>
Publisher : <![CDATA[Universitas Multimedia Nusantara ]]>
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DOI: 10.31937/ultimacomm.v12i1.1481
<![CDATA[Human trafficking is one of the strategic issues in efforts to empower women, which is a serious concern of the government both at the central level as well as provincial and district/city governments in Indonesia. This study intends to find out the communication strategy carried out in the dissemination of policies on the elimination of human trafficking in the Lhokseumawe District, which consists of communicator strategies, message and audience strategies, and media strategies. The research method used in this research is a qualitative method with a case study approach. Lhokseumawe District Government Officials, selected purposively are the subjects in this study, while the object of the research is the communication strategy in the socialization of the policy of eliminating human trafficking. Data were collected by conducting in-depth interviews, participatory observation, and literature studies. The results showed that five considerations became the basis for the preparation of the communication strategy. Based on these five considerations, a communication strategy was compiled, which consisted of a communicator strategy, a message and audience strategy, and a media strategy. Communicators in the socialization are the Anti Human Trafficking Task Force, which consists of various elements that work in accordance with the field under their control and the type of information delivered. The information conveyed in the form of eight message topics arranged in the form of exposure and interesting language, tailored to the ability of acceptance of each target group. Keywords: Communication Strategy; Policy Socialization; Human Trafficking; Lhokseumawe]]>
<![CDATA[Wacana Alternatif pada Akun Instagram @overheard di Indonesia ]]>
<![CDATA[Nurul Hutami]]>;
<![CDATA[Fitria Angeliqa]]>
<![CDATA[ Ultimacomm: Jurnal Ilmu Komunikasi Vol 12 No 1 (2020): UltimaComm ]]>
Publisher : <![CDATA[Universitas Multimedia Nusantara ]]>
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DOI: 10.31937/ultimacomm.v12i1.1483
<![CDATA[Penelitian ini bertujuan mengidentifikasi wacana lokal dalam media sosial @overheard di Indonesia yang membahas tentang berbagai isu sosial yang dikonstruksikan oleh masyarakat selama ini. Media baru yang berkembang, seperti Instagram, menyebabkan munculnya komunitas-komunitas akar rumput secara virtual di masyarakat. Salah satu bentuk komunitas yang kini banyak muncul di Instagram berupa akun media sosial yang disertai kata ‘overheard’. Kata ‘overheard’ pada awalan nama akun media sosial ini menunjukkan secara jelas konsep yang diusung oleh komunitas tersebut, yaitu menampilkan potongan percakapan sehari-hari yang tidak sengaja didengar di ruang publik. Penelitian ini menggunakan konsep wacana dan ruang publik. Penelitian ini juga dilakukan dengan pendekatan kualitatif deskriptif dan menggunakan paradigma konstruktivis. Teknik pengambilan data yang dilakukan dalam penelitian ini adalah dengan menggunakan analisis isi di akun berbagai overheard yang ditulis dalam Bahasa Indonesia. Dari penelitian ini ditemukan bahwa akun-akun Instagram dengan konsep @overheard muncul karena keterhubungan pemikiran di masyarakat guna mempublikasikan hal-hal yang sebelumnya tidak pernah memiliki kesempatan untuk dipublikasi karena tidak memiliki nilai berita atau informasi. Hal-hal tersebut sifatnya beragam, mulai dari parodi, humor, serta kisah-kisah personal. Akun @overheard ini termasuk ke dalam ruang publik digital karena menjadi wadah agar sesama pengguna Instagram dapat berinteraksi, namun diskusi yang dilaksanakan tidak berkembang kepada keputusan apapun. Kata Kunci: wacana, media sosial, instagram, ruang publik]]>
<![CDATA[Pola Konsumsi Media pada Generasi Milenial Kota Malang ]]>
<![CDATA[Fathul Qorib]]>
<![CDATA[ Ultimacomm: Jurnal Ilmu Komunikasi Vol 12 No 1 (2020): UltimaComm ]]>
Publisher : <![CDATA[Universitas Multimedia Nusantara ]]>
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DOI: 10.31937/ultimacomm.v12i1.1490
<![CDATA[Nowadays, digital media replaces conventional media in rapid ways since Millennial prefers digital media over conventional media. Digital media makes it easier to access information and considered as capable of fulfilling today’s generation needs of information. This study aims to elaborate Millennia’s intensity towards reading both digital and conventional media, to explore their expectation (gratification sought), and also to figure out the media’s capacity to fulfill their needs (gratification obtained). This study uses qualitative methods, and data are obtained through in-depth interviews in order to reveal ulterior choices of four informants consist of journalist students from four universities in Malang. This study shows that Millennia’s intensity in reading printed newspapers is immensely low. This phenomenon happens because, unlike access to digital media that can be found conveniently, printed newspapers are difficult to get around their surroundings. Millennia’s Gratification Sought towards media lies in five most important matters, namely: to gather information, to learn news-writing, to spend leisure time, social interaction materials, and to have free-hoax information. Millennial considers that online media is more capable of fulfilling those five matters than the printed newspaper (gratification obtained). Keywords : print media, digital media, uses and gratification, millennial]]>
<![CDATA[Pemanfaatan Micro-Influencer pada Media Sosial sebagai Strategi Public Relations di Era Digital ]]>
<![CDATA[Chyntia Novy Girsang]]>
<![CDATA[ Ultimacomm: Jurnal Ilmu Komunikasi Vol 12 No 2 (2020): UltimaComm ]]>
Publisher : <![CDATA[Universitas Multimedia Nusantara ]]>
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DOI: 10.31937/ultimacomm.v12i2.1299
<![CDATA[The presence of influencers on social media is considered to have a strong impact on society so that most companies or organizations have encouraged the use of influencers, particularly the micro-influencers. The influencer can provide access and even influence hard-to-reach stakeholders such as groups with special interests. In addition, influencers are also considered to be able to mediate the messages and spread them quickly, have the potential to go viral and affect not only for the community but also to society. This research uses the constructivist paradigm, qualitative method, and present descriptive data. The researcher attempts to provide an overview of the use of influencer through social media, specifically Instagram, messages or content packaging by the influencer, as well as the extent of their impact as public relations strategy in the digital era. The data were collected by interviewing two micro-influencers on Instagram. In addition, the researchers also observed the influencers' Instagram social media accounts and their interactions with their followers. The results showed that micro-influencers were seen to be effective and had an impact on influencing their followers on social media. Personalization, engagement, as well as the authentic relationships between micro-influencers and their followers, are the factors in building trust that have an impact on the messages conveyed by the micro-influencers. The use of micro-influencers can be an effective strategy if companies can recognize their target audience and work with micro-influencers who are appropriate with these communication targets. Keywords: influencer, micro-influencer, social media, public relations]]>
<![CDATA[#BodyProudMums: Promoting Body Positivity through Brand Storytelling on Social Media ]]>
<![CDATA[Ruvira Arindita]]>
<![CDATA[ Ultimacomm: Jurnal Ilmu Komunikasi Vol 12 No 2 (2020): UltimaComm ]]>
Publisher : <![CDATA[Universitas Multimedia Nusantara ]]>
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DOI: 10.31937/ultimacomm.v12i2.1321
<![CDATA[Previous researches showed that there is relation between body image satisfaction and depression in perinatal period. Given this fact, it is important to educate and find ways to enhance mothers’ postpartum self-esteem and body satisfaction. For the last decade body image literature has risen and brought to new discussion about body positivity. This research focuses on women’s body positivity campaign presented by Mothercare called #BodyProudMums. The objective of this research is to identify the storytelling elements used to promote women’s body positivity campaign and whether the issue creates good brand story for Mothercare. The concepts used are body positivity, postpartum, brand storytelling, and social media with qualitative content analysis as research method. The unit of analysis are ten posts of #BodyProudMums campaign on @mothercareuk, while the samples are three randomly chosen posts. This research notes that the body positivity messages of body appreciation, body acceptance, and love, as well as broad conceptualization of beauty are carried out by the elements of storytelling namely: basic plots (the quest), archetype (the change master) with the following story objectives: communicating who they are, fostering collaboration, transmitting values and sparking action. There are only three out of four elements of good brand story present on the campaign. However, the absence of humor element is justified because of the nature of the postpartum story in which it shares mothers’ hardship and how they finally cope with it. Therefore, it can be said that the issue of mothers’ body positivity creates good brand story for Mothercare. Key words: positive body image, postpartum, brand storytelling, social media]]>
<![CDATA[The Effect of Endorsers’ Source Credibility on Emotion Towards Youtube’s Advertisement ]]>
<![CDATA[Dwi Agitashera]]>;
<![CDATA[Nuke Farida]]>;
<![CDATA[Rika Wulandari]]>
<![CDATA[ Ultimacomm: Jurnal Ilmu Komunikasi Vol 12 No 2 (2020): UltimaComm ]]>
Publisher : <![CDATA[Universitas Multimedia Nusantara ]]>
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DOI: 10.31937/ultimacomm.v12i2.1459
<![CDATA[This study examines the effect of endorsers' source credibility on emotion towards youtube's advertisement. We analyze the impact of social media influencer and celebrity's credibility on emotional responses of respondents, namely pleasure and arousal. The data were collected by a survey through google form related to source credibility and S-O-R theory. Three hundred and eighty-five people joined the survey distributed via Google Form. The amount of respondent is 385 people using Lemeshow formula with a Margin of Error 5% and purposive sampling technique. The study used Multivariate Regression Analysis and Independent Sample T-Test. Findings showed that there is a significant effect of social media influencer and celebrity's credibility to emotional pleasure and arousal towards the advertisement. It is also found that social media influencer's expertise influenced stronger on pleasure and arousal than attractiveness and trustworthiness. In the other hand, celebrity's trustworthiness has a stronger impact on emotion pleasure and arousal than attractiveness and expertise. We suggested that future research can also analyze purchase intention because some previous studies stated that emotional response could predict purchase intention. Key Word: source credibility, celebrity, social media influencer, emotional responses]]>
<![CDATA[Imaji Kebutuhan Konsumsi Melalui Akun Media Sosial ]]>
<![CDATA[Chininta Rizka Angelia]]>
<![CDATA[ Ultimacomm: Jurnal Ilmu Komunikasi Vol 13 No 1 (2021): Ultimacomm ]]>
Publisher : <![CDATA[Universitas Multimedia Nusantara ]]>
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DOI: 10.31937/ultimacomm.v13i1.1527
<![CDATA[This study’s motivated by competitive rivalry among producers which encourages them to develop a marketing strategy for the sake of absorption abundance of production. The producer created artificial needs through system of signs on social media. This study aimed to dismantle the use of system of signs on social media that carried producers to raise consumption. According to Consumer Society Theory by Jean Baudrillard, this study used a critical paradigm with The Semiotic Analysis Method of Roland Barthes. The result showed that the producer slipped marketing activities through the system of signs in endorser’s photos on Instagram. Other findings in this study’s there’s a mutual relationship between producer and endorser. Keywords: consumer society, endorsement, social media, Instagram, semiotic, roland barthes]]>
<![CDATA[Perilaku Konsumen terhadap Kualitas e-Service pada e-Commerce ]]>
<![CDATA[Nufian S Febriani]]>;
<![CDATA[Wayan Weda Asmara Dewi]]>;
<![CDATA[Fitria Avicenna]]>
<![CDATA[ Ultimacomm: Jurnal Ilmu Komunikasi Vol 12 No 2 (2020): UltimaComm ]]>
Publisher : <![CDATA[Universitas Multimedia Nusantara ]]>
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DOI: 10.31937/ultimacomm.v12i2.1533
<![CDATA[Nowadays, the pattern of shopping behavior has shifted from offline to online. The trend of online shopping triggers the emergence of a new business called e-commerce. In Indonesia, this has caused competition among e-commerce to become tighter. Therefore, it is necessary to have a marketing communication strategy to win the competition between e-commerce one of which is to implement e-service quality. By implementing good e-service quality, customer satisfaction will emerge. Through this study, researchers found the significance of the effect of e-service quality on e-commerce consumer satisfaction. Academically, this research can develop communication science studies, specifically the topic of changes in the cognitive behavior of e-commerce consumers in Indonesia and become the basis for decision making for marketing communication strategy in promoting, maintaining, and enhancing consumer quality and satisfaction, especially for digital consumers. Practically, this research can provide information about the significance of the influence of the use of e-service quality on e-commerce consumer satisfaction in Indonesia. Another practical benefit that can be obtained through this research is that the marketing communication strategy team can consider/implement any elements in e-commerce that can attract the attention of digital consumers. This research uses a semantic differential scale that measures a person's subjective feelings using various adjectives because people usually communicate evaluation through adjectives. The results show that e-service quality conducted by e-commerce in Indonesia can affect customer satisfaction. Keywords: Consumer behavior, e-service, e-commerce, customer satisfaction, marketing communication strategies]]>
<![CDATA[Analisis Manajemen Impresi Ma’ruf Amin dalam Debat Pilpres 2019 ]]>
<![CDATA[Eunike Iona Saptanti]]>
<![CDATA[ Ultimacomm: Jurnal Ilmu Komunikasi Vol 12 No 2 (2020): UltimaComm ]]>
Publisher : <![CDATA[Universitas Multimedia Nusantara ]]>
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DOI: 10.31937/ultimacomm.v12i2.1573
<![CDATA[The 2019 presidential election in Indonesia saw a rematch between incumbent Joko Widodo, known as Jokowi, and the same opponent as the 2014 election Prabowo Subianto. However, Jokowi has a new running mate in the 2019 election, an ulema (Islamic cleric) named Ma’ruf Amin. The presidential candidates and their running mates have to join the election debate required by the election commission. In the debate arena, it is important for the candidates to build a political image through arguments and understanding of some issues. Political images can be built through impression management In which certain impressions can display certain images. This research uses qualitative approaches and study case method. The impression management was analyzed according to the taxonomic framework of Jones and Pittman (1982) namely ingratiation, intimidation, self-promotion, exemplification, supplication. The results of this study indicate that Ma'ruf Amin was dominantly used the impression management strategy of self-promotion and ingratiation. This strategy was used because Ma'ruf Amin wanted to present himself as a candidate who is capable of becoming a vice president for the 2019-2024 tenure. This strategy is seen through his self-claimed capabilities by saying the programs that will be implemented, as well as Jokowi’s performance over his five years of leadership. Keywords: dramaturgy, impression management, Political PR, Presidential Election]]>
