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Avant Garde
Published by Universitas Budi Luhur Jakarta
ISSN : 2338431X     EISSN : 2657151X     DOI : -
Core Subject : Social,
Social Sciences
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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Articles 168 Documents
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Penerimaan Khalayak Terhadap Konten Pada Dokumenter Televisi Melihat Indonesia Episode “Ramuan Kesehatan” Metro TV Sangga Arta Witama
Avant Garde Vol 10, No 1 (2022): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v10i1.1854

Abstract

Metro TV merupakan stasiun televisi swasta berita pertama resmi mengudara sejak 25 November 2000 di Jakarta. Bekerja sama dengan yayasan eagle mandiri yang merupakan wujud komitmen menanungi eagle institue indonesia. Eagle Institute Indonesia adalah yayasan yang di dirikan sebagai wadah dan pusat lembaga edukasi dan pengembangan industri film dokumenter yang tangguh, berwawasan, Peneliti tertarik meneliti program Melihat Indonesia Metro TV pada episode ramuan kesehatan. Melihat Indonesia Metro TV merupakan sebuah program acara dokumenter televisi yang mengangkat tentang berbagai macam sesuatu yang ada di Indonesia antara lain Budaya, Sosial, Olah raga, atau kehidupan sehari-hari. Resepsi merupakan salah satu pendekatan yang digunakan untuk mengetahui resepsi atau penerimaan khalayak terhadap program dokumenter televisi “Melihat Indonesia” pada episode ramuan kesehatan. Dalam penelitian ini, subjek penelitian diberi treatment atau perlakuan berupa tontonan dokumenter. tujuan dari penelitian ini adalah ingin mengetahui pemaknaan khalayak terhadap tayangan dokumenter televisi dengan judul ramuan kesehatan pada Metro TV terkait dengan isi pesan yang ditayangkan. Hasil pemaknaan dengan 50 jawaban mendapatkan 28 pemakanaan dominan, hasil penelitian dengan pemaknaan dominan mengenai Kearifan lokal atau budaya lokal yang ada di Indonesia ini cukup banyak dan salah satunya terkait dengan minuman kesehatan salah satunya adalah jamu karena merupakan identitas dari bangsa Indonesia itu sendiri.
Strategi Pesan Persuasif di Media Sosial Instagram @somethincofficial Cinthya Tania; Vina Benita Laksono
Avant Garde Vol 10, No 1 (2022): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v10i1.1800

Abstract

Social media is a tool used for various activities, including supporting business and marketing. Small and medium industries tend to choose to use Instagram to communicate with young and productive consumers, the majority of whom are similar to the characteristics of these social media users. SOMETHINC is a local skincare and beauty brand made in Indonesia that actively uses Instagram to interact with its consumers. This study aims to analyze how communication messages in SOMETHINC's Instagram social media can affect consumers' cognitive processes in making choices to use products based on central and peripheral concepts in the Elaboration Likelihood Model theory. Based on the Elaboration Likelihood Model developed by Petty and Cacioppo (1983), the central pathway is a pathway that encourages individual behavior change after going through a process of careful and wise consideration of the benefits of information provided as an advocacy effort. Meanwhile, the peripheral pathway explains that behavior change occurs without going through a process of careful consideration of the benefits of the information conveyed and is more influenced by some exciting signs, cues, or sources in persuasion efforts to encourage behavior change. This research method uses a digital ethnographic method with the primary data source in the form of documentation of the Instagram account @somethincofficial. The results show that SOMETHINC has used strategies according to the four pillars of social media and persuasive communication messages according to the central and peripheral pathways in the Elaboration Likelihood Model. This study concludes that the Elaboration Likelihood Model approach can help brands design more effective social media strategies to adapt persuasive messages to the intended audience.
Pengaruh Digital Marketing Berbasis Social Media Tiktok terhadap Keputusan Pembelian Mi Sehat Lemonilo Muhammad Alfian Aryadi; K. Y.S Putri
Avant Garde Vol 10, No 1 (2022): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v10i1.1805

Abstract

The development of information and communication technology makes the application of innovation easier, more effective and efficient. The development of information and communication technology also encourages a shift in people's habits in communicating. One company that uses social media as a means to promote and introduce their products is Lemonilo Indonesia Sehat, the company that owns the Lemonilo healthy noodle product. As a start-up that starts its business activities by utilizing online media, Lemonilo also utilizes social media that are widely used by the Indonesian people to carry out various marketing activities. The purpose of this study was to determine the effect of digital marketing based on Tiktok social media on purchasing decisions for Lemonilo healthy noodle products. The method used is a quantitative method with a correlational approach. The population contained in this study were students of the Communication Studies program at the State University of Jakarta batch 2019 as many as 82 students. Sampling in this study using probability sampling method by means of simple random sampling. The number of samples taken was 68 respondents based on calculations using the slovin formula. The results obtained in this study indicate that digital marketing carried out by Lemonilo has an influence on purchasing decisions for Lemonilo healthy noodle products. In this case the acquisition of T arithmetic shows a number greater than T table which means the dependent variable has an influence on the independent variable. In addition, the results obtained in the study show that the digital marketing variable has an influence of 28.5% on the purchasing decision variable.
Representasi Laki-Laki dan Perempuan dalam Iklan Tehicha Wiwid Adiyanto; Ami Saptiyono
Avant Garde Vol 10, No 1 (2022): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v10i1.1716

Abstract

Tehicha sebagai produk teh kemasan memerlukan iklan sebagai salah satu bagian promosi. Namun di sisi lain, iklan merupakan salah satu produk budaya populer yang bersifat politis. Iklan merupakan instrumen pembentuk budaya, termasuk representasi nilai dominan laki-laki dan perempuan. Penelitian ini bertujuan mendeskripsikan representasi laki-laki dan perempuan dalam iklan Tehicha. Penelitian ini menggunakan analisis Semiologi Roland Barthes sebagai pisau analisis. Penelitian ini juga menggunakan teori Representasi dari Stuart Hall sebagai pijakan akademis. Temuan penelitian ini menunjukkan bahwa laki-laki ideal direpresentasikan sebagai individu yang aktif, enerjik, pemimpin, berani, bebas dan berada di ranah publik. Namun, tidak semua laki-laki direpresentasikan ideal dalam iklan Tehicha. Sedangkan perempuan direpresentasikan individu pada peran domestik dan penggoda. Penelitian ini juga menemukan kecenderungan mengkonstruksi sensualitas perempuan yang menempatkan perempuan sebagai objek seksual.
Analisis Perundungan Siber Flaming atas Komunikasi Penggemar BTS di Twitter Handrian Taufik; Maulana Rezi
Avant Garde Vol 10, No 1 (2022): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v10i1.1703

Abstract

In the current digital era, Popular Culture is a culture that is widely consumed by the public. The presence of social media also makes the access to popular culture such as K-Pop become easier. An example can be seen in the habit of fan accounts on Twitter which builds a communication process both with idol artists and with fellow fans. The interactions carried out included discussions regarding idol artists, works, idols' daily activities, and others. However, this interaction also does not rule out negative interactions such as cyberbullying. Using a Virtual Ethnography approach, this study was conducted to find the theme of the flaming message transmitted by fans of the BTS or ARMY group as a specific understanding of the implications of cyberbullying events on Twitter. This study uses software, namely ATLAS.ti to assist the process of collecting research data to the process of data analysis. The results of this study found four themes of cyberbullying messages transmitted by ARMY on Twitter, namely flaming cyberbullying messages with the themes of attacking, cursing, condescending, and laughing. This study also found that a flaming message is a form of defensive action taken by ARMY in defending their idol artist which is rooted in the fanaticism of fans. This research is expected to be able to increase digital literacy for social media users, especially Twitter, increase awareness to wisely use social media, and become a reference for further research.
Sikap Media Dalam Kasus Dugaan Korupsi Gibran-Kaesang Indah Suryawati; Titi Widaningsih
Avant Garde Vol 10, No 1 (2022): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v10i1.1680

Abstract

Reports of alleged corruption cases Gibran-Kaesang to the KPK have attracted the attention of online media. Kompas.com and Wartaekonomi.co.id are news portals that consider this important issue. The purpose of this study is to explain Kompas.com and Wartaekonomi, co.id attitude in reporting the Gibran-Kaesang corruption alleged report and to uncover the form of domination in the news. The method used is Robert N. Entman framing model. The paradigm used is the constructive paradigm. The object of research is the reporting of alleged corruption by Gibran-Kaesang on Kompas.com and Wartaekonomi.co.id during the period from January 10, 2022 to January 21, 2022. The results show that Kompas.com and Wartaekonomi.co.id construction is presented differently. Kompas.com constructs this reality from the political aspect, while Wartaekonomi.co.id from the political and legal aspects. Kompas.com tends to be neutral. Unlike the case with Wartaekonomi.co.id, which is more daring to be against it. Kompas.com does not highlight certain images in its reporting. In fact, Wartaekonomi.co.id highlighted Ubedillah's positive image and created a negative image of Gibran. Wartaekonomi.co.id seems to position its news portal as an alternative media that forms an alternative public space, namely a room for protest and critical politics, even though it is not maximized.
Pemaknaan Khalayak Mengenai Brand Message Choco Drink (Studi Resepsi Konten Akun Instagram @Chocodrink.id) Artyasto Jatisidi; Kevin Sebastian
Avant Garde Vol 10, No 1 (2022): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v10i1.1796

Abstract

Massive content on social media today makes it a new challenge for brands to be able to survive in digital marketing on social media, brands must be able to create content that is relevant to the audience. This study aims to find out how the meaning of Chocodrink's target audience regarding brand messages and Chocodrink's digital marketing techniques in the content of the @Chocodrink.id instagram account. This research method is qualitative with Stuart Hall's Reception Analysis Theory which positions three audiences in three positions, namely dominant, negotiating and opposition. The subject of this study is the Chocodrink audience with the object of research, namely the Chocodrink brand message in the content of the @Chocodrink.id instagram account. Data collection was obtained through in-depth interviews with five informants who were selected by purposive sampling. The conclusion of the research is that the informants accept the meaning conveyed in the content of the @Chocodrink.id instagram account, the audience's meaning such as with the Chocodrink brand message and digital marketing techniques conveyed by Chocodrink. So that the informants can easily interpret the message that Chocodrink wants to convey. In this case it can be said that the content presented by the brand is in accordance with the characteristics of the audience and the message conveyed can be well received by the audience.
Indonesia Poros Maritim Dunia (Analisis Teks Media dengan Pendekatan Mix-Methode) Jamalullail Jamalullail; Husen Mony
Avant Garde Vol 10, No 1 (2022): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v10i1.1799

Abstract

Mass media is needed for the process of disseminating various messages and discourses regarding the realization of the vision of the World Maritime Axis to the public. The purpose of this study was to determine the frame of the national media coverage and the widely quoted news sources related to Indonesia's policies on the World Maritime Axis. This study uses the theory of the mass media news production process, namely Agenda Setting and Gatekeeping. The method uses a mixed approach at the level of data collection and analysis. The object of research is online media news on November 13, 2014, when President Jokowi announced the vision, until October 20, 2019, when the reign of Joko Widodo – Jusuf Kalla ended. The results showed that  national online media coverage of Indonesia's vision as the World Maritime Axis stands at 3,344 articles on average for each media, with 10 issues in it. In general, the national online media coverage of Indonesia's vision as the World Maritime Axis is in a positive frame. For the ten issues studied, most of the media present their coverage in a positive light. Speak persons in news related to the issue of the World Maritime Axis are divided into two, namely: institutionally and personally. Institutionally, the Coordinating Ministry for Maritime Affairs and Investment received the most quotes from the media, followed by the Ministry of Transportation and the Ministry of Marine Affairs and Fisheries. Meanwhile, personally, the Minister of Maritime Affairs and Fisheries, Susi Pudjiastuti, said that her statement was widely covered by the media.
Penggunaan Trend Fashion Thrift Sebagai Konsep Diri Pada Remaja di Kota Bandung Faninda Agnesvy; Mochamad Iqbal
Avant Garde Vol 10, No 2 (2022): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v10i2.1952

Abstract

Penggunaan fashion thrift di kalangan remaja menjadi fenomena yang sedang populer pada saat ini. Meski begitu, fashion thrift sering kali identik dengan konotasi negatif bila disandingkan dengan pakaian baru. Pandangan tersebut tentu akan mempengaruhi konsep diri seorang remaja yang menggunakan fashion thrift. Penelitian ini bertujuan untuk mengetahui konsep diri yang terbentuk pada remaja pengguna fashion thrift di kota Bandung. Untuk mengkaji hasil penelitian tersebut, peneliti menggunakan metode deskriptif kualitatif dengan teori interaksi simbolik yang dicetuskan oleh George Herbert Mead & Blumer. Peneliti memfokuskan kajian pada konsep – konsep penting yang terdapat pada teori interaksi simbolik yakni konsep mind (pikiran), self (diri) dan society (masyarakat) sebagai pisau analisis untuk menemukan konsep diri remaja pengguna fashion thrift. Hasil penelitian ditemukan bahwa remaja memandang fashion thrift sebagai alternatif untuk mengeksplorasi penampilannya dengan budget yang minim. Fashion tidak hanya dianggap sebagai kebutuhan saja, melainkan bentuk representasi yang mencerminkan kepribadian diri dan cara untuk meningkatkan eksistensi diri remaja yang kerap kali mementingkan penilaian sosial. Selain itu, dalam pembentukan konsep self atau diri, remaja pengguna fashion thrift tidak merasa rendah diri saat menggunakan fashion thrift. Sehingga, fashion thrift meningkatkan rasa percaya diri remaja yang membentuk konsep diri positif. Disisi lain, pembentukan konsep diri remaja pengguna fashion thrift tersebut dipengaruhi oleh pandangan positif dan negatif dari kerabat, orang tua, hingga media sosial.
Pengaruh Berita Clickbait Terhadap Kepercayaan pada Media di Era Attention Economy Nurisma Rahmatika; Guntur Prisanto
Avant Garde Vol 10, No 2 (2022): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v10i2.1947

Abstract

Attention economy membuat media bekerja dengan prinsip lebih memprioritaskan perhatian dari pembaca guna mendatangkan keuntungan bagi korporat. Alhasil, media pun mulai masif memproduksi berita clickbait, yaitu berita dengan judul yang menyesatkan, serta melebih-lebihkan isi konten guna menarik perhatian pembaca agar meng-klik judul tersebut. Mengingat minat baca masyarakat Indonesia masih tergolong rendah, berita clickbait berpotensi menjadi informasi hoaks dan berdampak buruk terhadap praktek jurnalistik. Berita clickbait dapat menurunkan kepercayaan terhadap media. Penelitian ini bertujuan mengidentifikasi apakah terdapat pengaruh berita clickbait terhadap kepercayaan pada media. Metode yang digunakan dalam penelitian ini adalah kuantitatif dengan paradigma positivis. Data penelitian ini dikumpulkan menggunakan kuesioner jenis angket tertutup. Kuesioner disebar kepada 100 responden yang sebelumnya ditentukan menggunakan teknik purposive sampling dengan kriteria berupa generasi milenial kelahiran tahun 1980 – 2000, berdomisili di Jakarta Timur, dan membaca berita di lebih dari satu portal berita daring. Hasil penelitian menunjukkan berita clickbait berpengaruh sebesar 28,4 persen terhadap kepercayaan pada media. Adanya pengaruh positif ini dikarenakan responden memiliki minat baca tinggi, di mana mereka membaca dan menelaah keseluruhan isi berita, bukan sekadar melihat judulnya saja. Temuan di lapangan menunjukkan bahwa responden tetap mempercayai media yang mengunggah berita clickbait, asalkan berita tersebut memenuhi konsep trust in news.

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