Avant Garde
Avant Garde : Jurnal Ilmu Komunikasi is scientific journal published by the Communication Studies Program, Univ. Budi Luhur, twice a year on Juni & December. The publication of this journal is intended as a medium of information exchange, knowledge based on development, and the study of Communication Sciences and its relation to various other scientific disciplines.
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<![CDATA[Pergeseran Arah Transformasi Bisnis Media Cetak di Era Teknologi Informasi (Studi Kasus pada Harian Solopos) ]]>
<![CDATA[Suryawati, Indah]]>;
<![CDATA[Rusadi, Udi]]>;
<![CDATA[Wahid, Umaimah]]>
<![CDATA[ Avant Garde Vol 11, No 2 (2023): Avant Garde ]]>
Publisher : <![CDATA[Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur ]]>
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DOI: 10.36080/ag.v11i2.2681
<![CDATA[The transformation of newspapers into online to multiplatform platforms is a necessity. Information technology and digitalization have significantly brought changes in the ways of media industry works. One of the local newspapers that still survives amidst the onslaught of digital technology is Solopos Daily. Solopos Daily realizes that the era of digital technology is the cause of the decline in the number of readers and advertisers. However, Solopos Daily was able to show interesting survival. Placing Solopos Daily as the case, the problem in this research is formulated as follows: how has the change and direction of Solopos Daily's business transformation in the era of digital technology? The research method being used is a holistic single case study with qualitative research. The result of this research revealed that Solopos Daily realized that the era of digitalization technology was responsible for the decrease in the number of readers and advertisers. To overcome the problems, several innovations were implemented in its media business. One of them was establishing a special market division called Integrated Marketing Solution (IMS) that is in charge of advertising, circulation, and a new business unit. This IMS Division is the marketing force for all the existing market potential of Solopos Daily related to information, data, writing, publishing, publication, event organizer, and institution. Although it has been present and developed as a multiplatform media, Solopos Daily still maintains and develops its print version.]]>
<![CDATA[Analisis Strategi Komunikasi Pengguna Media Sosial Instagram Non-Celebrity dalam Membentuk Personal Branding ]]>
<![CDATA[Hayati, Kumala]]>;
<![CDATA[Saraswati, Dini Putri]]>
<![CDATA[ Avant Garde Vol 11, No 2 (2023): Avant Garde ]]>
Publisher : <![CDATA[Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur ]]>
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DOI: 10.36080/ag.v11i2.2557
<![CDATA[Long before the advent of the internet, conventional media was the only medium that could be used to reach audiences. Only related parties such as celebrities have access to connect themselves with the public. But since the internet gave birth to derivative products such as the social media Instagram, all parties have the same access to connect with each other, including non-celebrities. They are free to determine the purpose of using Instagram. One of them is forming personal branding. Of course, this requires the right communication strategy to attract the attention of other users, especially considering the large number of Indonesians who join Instagram. This research wants to analyze how the general public in Indonesia uses their Instagram accounts to form personal branding. The theory used is Rampeshad's personal branding strategy. The research method used is a qualitative descriptive with interview and observation data collection techniques through content analysis techniques on users' Instagram accounts. The results indicate that there are three communication strategies to form personal branding used by informants: through niches that are formed according to the values and vision to be conveyed and describe the characteristics of the individual; consistency through kitsch; and message preparation to gain credibility from followers and optimization. Instagram features.]]>
<![CDATA[Strategi Komunikasi Melalui Promo Digital Untuk Meningkatkan Rating di Rajawali Televisi ]]>
<![CDATA[Irawan, Yousep Eka]]>;
<![CDATA[Iswardani Witarti, Denik]]>
<![CDATA[ Avant Garde Vol 11, No 2 (2023): Avant Garde ]]>
Publisher : <![CDATA[Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur ]]>
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DOI: 10.36080/ag.v11i2.2661
<![CDATA[Television continues to look for ways to carry out its communication strategy in order to be the best in its segment by increasing ratings. In essence, communication strategy has planning and management to achieve a goal, namely optimizing the presence of technology, as well as a transfer of new ideas on a larger scale designed to change human behavior. This research is based on a qualitative approach and uses content analysis. The data was collected from April to November 2023. The data collection techniques used were interviews, observation and documentation. The research results: First, It can be concluded that the first division to manage digital promos since 2017. Initially Rajawali TV only utilized onair and offair promos. The range of promo broadcasts no longer depends on broadcast hours or broadcast slots. Second, managing promos on social media and the process of creating and processing contents so as to create interaction and get input from the audience, invite to disseminate promo content and RTV benefits from additional income from Youtube. Third, the results of social media utilization are seen to help increase ratings. However, there need to be other factors to increase program ratings consistently, such as content, program content itself, broadcast hours, geographic factors, social economic strata, competing tv factors.]]>
<![CDATA[Promosi Budaya Dugderan Melalui Konten Akun @Disbudparkotasemarang Sebagai Promosi Wisata Kota Semarang ]]>
<![CDATA[Rosalia, Naiza]]>;
<![CDATA[Mukaromah, Mukaromah]]>;
<![CDATA[Amalia Hapsari, Swita]]>
<![CDATA[ Avant Garde Vol 11, No 2 (2023): Avant Garde ]]>
Publisher : <![CDATA[Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur ]]>
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DOI: 10.36080/ag.v11i2.2641
<![CDATA[Instagram as a social media platform is in second place as the most popular social media in Indonesia. Therefore, many institutions and companies use social media to distribute information and promote their events or services. The Semarang City Culture and Tourism Office chose to use social media to manage information services to the public. One of them is when promoting cultural events taking place in the city of Semarang. Dugderan, as an annual cultural event held in Semarang City, is also promoted on the Instagram account @disbudparkotasemarang. This research aims to find out how the Semarang City Culture and Tourism Department promotes the Dugderan event using the SAVE Models theory (Solution, Access, Value, Educate), this research is to find out content strategies that show the framing of Dugderan culture in Semarang City through content on the account @ disbudparkotasemarang. To obtain primary data, this research used an in-depth interview method. Meanwhile, to collect secondary data, this research uses library research and documentation. The results of this research show that the Instagram account of the Semarang City Culture and Tourism Office promotes Dugderan and provides sufficient information in terms of the SAVE MODEL concept, although there is some information that needs to be added, such as what the benefits are for tourists or residents from coming to the event and other added value. so that this Dugderan event is promoted in accordance with the targets of theDisbudpar of Semarang City]]>
<![CDATA[Analisis Gratifikasi dalam Belanja Online pada E-Commerce menggunakan Teori Uses and Gratification ]]>
<![CDATA[Basuki, Syarifah Parameswara]]>;
<![CDATA[Ovalia, Fira Magfira]]>
<![CDATA[ Avant Garde Vol 11, No 2 (2023): Avant Garde ]]>
Publisher : <![CDATA[Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur ]]>
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DOI: 10.36080/ag.v11i2.2586
<![CDATA[Technology nowadays has been massively developed especially in the online business market, these activities showed the increased number of activities that can be done online or virtually. It started due to the pandemic in 2020 affected the habits to slowly shifted Indonesian markets to adapts and changed them to be an active online user. Nowadays all activities are mostly done online, so the business activities adapt to these changes. Indonesia is one of the countries that had the phenomenon of online shopping especially on E-Commerce or known as doing transactions through internet connection, so there are platforms that compete to make shopping experience and fulfill the needs of the users. This research is descriptive research with literature review method. The author will search for literature sources and books that are relevant with the related topic. The literature that will be used are the latest 10 years published literature with the background of Uses and Gratification theory, focused on the gratification concept that are expected by the audience and the assumptions of the theory itself. The goal is to dig more about the gratifications obtained from the satisfaction of online shopping. The results shows that consumers chose to shop online and influenced by several factors that consists of trust, convenience, price, and the entertainment that the platform gave. The result of this research could be a reference to the future research and enriched with other concepts of the Uses and Gratification Theory.]]>
<![CDATA[Pemaknaan Nasionalisme Budaya dalam Iklan (Studi Resepsi pada iklan Grab versi #ModalPercaya dan Shopee Versi #ArtiNasionalisme) ]]>
<![CDATA[Jatisidi, Artyasto]]>
<![CDATA[ Avant Garde Vol 11, No 2 (2023): Avant Garde ]]>
Publisher : <![CDATA[Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur ]]>
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DOI: 10.36080/ag.v11i2.2695
<![CDATA[Globalization has influenced the current nationalism of Indonesia, where the nation's nationalism is far removed from its original meaning. Symbols of global cultural products seem to overshadow the sense of identity of the entire young generation of Indonesia. On the other hand, mass media also plays a role in this by creating false and misleading awareness about the values of nationalism, one of which is through television advertisements. The aim of this research is to understand how contemporary nationalism, as perceived by the audience, either remains in a position of feudal nationalism hegemony or holds alternative interpretations of nationalism. The theoretical framework employed in this research is Stuart Hall's Reception Analysis, which positions the audience in three positions: Dominant-hegemonic, Negotiated, and Oppositional. The results obtained from these positions are expected to conclude the characteristics of nationalism held by Indonesian society and the hegemonic power of the media. This research utilizes a qualitative method with a critical paradigm. The data obtained through interviews with the four informants were purposively sampled. The findings of the research indicate that one informant occupies the dominant position, agreeing with the concept presented in the advertisement, two informants are in the negotiated position, offering different interpretations than the advertisement producers, and one informant holds an oppositional position, refuting the concept of the advertisement. The researcher also concludes from this study that the audience tends towards a type of nationalism known as civic nationalism, which is pragmatic in the sense that it focuses on activities held in common as the essence of society's nationalism]]>
<![CDATA[Smart City dan Perubahan Komunikasi Publik: Tantangan dan Peluang Bagi Pemerintah dan Masyarakat ]]>
<![CDATA[Basit, Abdul]]>;
<![CDATA[Nurlukman, Adie Dwiyanto]]>
<![CDATA[ Avant Garde Vol 11, No 2 (2023): Avant Garde ]]>
Publisher : <![CDATA[Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur ]]>
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DOI: 10.36080/ag.v11i2.2620
<![CDATA[Tangerang City is a city that has developed rapidly in recent years. The industrial area in this city is one of the causes of significant economic growth. Apart from that, good road infrastructure and easy accessibility to Soekarno-Hatta international airport are also factors that facilitate access and mobility to this city. In recent years, the city of Tangerang has also begun to introduce the smart city concept by utilizing information and communication technology to improve public services and the quality of life of the community. This research uses a quantitative approach, explanatory research, with a sample of 100 people. The research results obtained are that communication technology variables (X) on public communication (Y) on service quality (Z) influence each other or the hypothesis is accepted. The smart city concept is an intelligent and in-depth approach to information technology and public services to build a dream city, integrated in nature to solve city problems such as population growth, ICT infrastructure, economic, political, cultural problems and the changes in government paradigms. Information and communication technology as a solution to problems that have occurred so far and become facilitators, mediators and interpreters between organizations and the public. Communication technology allows faster and wider access to information.]]>
<![CDATA[Analisis Semiotika Makna Komunikasi Keluarga Pada Film Ngeri-Ngeri Sedap ]]>
<![CDATA[Rangga Arsati, Mayang Suci Dewi]]>;
<![CDATA[Nurhadi, Zikri Fachrul]]>;
<![CDATA[Suseno, Novie Susanti]]>
<![CDATA[ Avant Garde Vol 11, No 2 (2023): Avant Garde ]]>
Publisher : <![CDATA[Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur ]]>
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DOI: 10.36080/ag.v11i2.2643
<![CDATA[The research was motivated by family conflicts which refer to divorce due to family communication that does not run smoothly illustrated in a study entitled Semiotic Analysis of the Meaning of Family Communication in the Film Ngeri-Ngeri Sedap. This study aims to explain signs, objects and interpretations about the meaning of family communication, with the hope that family relationships can be a place to lean without misunderstandings due to poor communication. The film, directed by Bene Dion Rajagukguk, tells the story of a family with children who are reluctant to return home from a foreign place which makes Pak Domu and Mak Domu pretend to be divorced so that the children can be reunited. This research is descriptive with a qualitative approach based on Charles Sanders Pierce's Semiotic Theory. Data collection techniques carried out by researchers are indirect observation, interviews and literature studies. This research was conducted on film then using indirect observation. Researchers will select several scenes that show the family's communication process. Then, researchers will analyze the meaning of family communication through signs, objects, and interpretations in the film Ngeri-Ngeri Sedap Researchers took 5 scenes to be observed based on the findings obtained by signs, interaction of Mr. Domu's family when solving problems, objects of a piece of image that shows things that trigger conflicts and also the communication process that is established in Mr. Domu's family, interpretant, the deep meaning of a film image of family reality that is displayed and felt by film connoisseurs.]]>
<![CDATA[Jurnalisme Warga Sebagai Alternatif Literasi Media dan Partisipasi Bagi Publik ]]>
<![CDATA[Alwaton, Yogie]]>
<![CDATA[ Avant Garde Vol 11, No 2 (2023): Avant Garde ]]>
Publisher : <![CDATA[Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur ]]>
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DOI: 10.36080/ag.v11i2.2644
<![CDATA[This research aims to provide a mapping and elaborative explanation regarding the form of citizen journalism in Indonesia as an alternative means of media literacy and participation for the public. Apart from that, this research is also aimed at reviewing whether professional journalists and citizen journalists can collaborate due to the lack of perception that citizen journalism threatens the profession of professional journalism, and the final question will focus on the challenges of citizen journalism in ethical issues. To answer this problem, researcher used a literature study method by observing 31 relevant scientific journal articles, books and internet sources. The results of this research reveal that citizen journalism was born as a counter discourse to the practice of professional journalism which is full of interests and often neglects the public interest. The implication that emerges is that there is a form of citizen journalism in Indonesia which is an alternative for ordinary citizens to participate in a broad agenda and the growth of media literacy space for citizens. Forms of citizen journalism in Indonesia can be found in various forms of citizen journalism in Indonesia such as mainstream television media, online mainstream media, and citizen journalism in alternative media. Citizen journalism in Indonesia can also collaborate with each other and will not replace the profession of professional journalism. Finally, regarding the credibility of the issue, citizen journalists are very vulnerable to being exposed to legal regulations. However, this can be hit by various opportunities to provide them with training so that the quality of information and news is beyond doubt.]]>
<![CDATA[Personal Branding Calon Legislatif Generasi Z Melalui Instagram: Studi Deskriptif Kualitatif Pada Akun @muhammadshoma ]]>
<![CDATA[Royani, Shofia Fazza]]>;
<![CDATA[Rusdiana, Joni]]>
<![CDATA[ Avant Garde Vol 11, No 2 (2023): Avant Garde ]]>
Publisher : <![CDATA[Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur ]]>
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DOI: 10.36080/ag.v11i2.2601
<![CDATA[Social media is an effective place to build personal branding. Personal branding through social media is used by a generation Z politician who has just entered politics. Personal branding that is carried out will affect people's perception of him and build a positive image. This research uses McNally & Speak's personal branding theory, namely distinctiveness, relevance, and consistency. Researchers examined the personal branding built by Muhammad Shoma through Instagram social media to find out how he built personal branding as a generation Z politician who had just entered politics. This is so that Muhammad Shoma can be elected to the council in the area where he lives. In this study, researchers used a descriptive qualitative approach method in order to describe the results of the study. Data was collected by direct interview techniques with Muhammad Shoma and observing posts on his Instagram. The results of this study show that the use of Instagram social media can build a positive image of Muhammad Shoma as evidenced by several posts that show him approaching the community. Such as holding studies with mothers, holding free examinations on stunting, releasing fish fry into rivers with residents, and so on. Not only that, this generation Z also likes to read and write so that he is broad-minded and critical. This is evidenced by posts of written works shared on several blog platforms and online publications. He also built personal branding by having a characteristic that he has, namely in appearance he appeared in cocoa clothes and a peci at every campaign activity even though he came from the nationalist party PDI Perjuangan.]]>
