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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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Pergeseran Arah Transformasi Bisnis Media Cetak di Era Teknologi Informasi (Studi Kasus pada Harian Solopos) Suryawati, Indah; Rusadi, Udi; Wahid, Umaimah
Avant Garde Vol 11, No 2 (2023): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v11i2.2681

Abstract

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.
STRATEGI PEMERINTAH KOTA TANGERANG DALAM MENGATASI PENYEBARAN HOAKS DAN BERITA PALSU MENJELANG PEMILIHAN UMUM 2024 (Model Komunikasi Transparan Dan Pemberdayaan Masyarakat) Suratno, Geri
Avant Garde Vol 12, No 1 (2024): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v12i1.2875

Abstract

Penelitian ini memberikan gambaran yang sangat relevan mengenai peran kritis berita palsu dan hoaks dalam konteks pemilihan umum dan stabilitas demokrasi di wilayah Tangerang. Hasil penelitian menyoroti urgensi untuk membangun masyarakat yang cerdas dan kritis agar dapat melawan dampak negatif dari penyebaran informasi yang tidak akurat. Model komunikasi publik yang diimplementasikan oleh Pemerintah Kota Tangerang menunjukkan langkah-langkah yang transparan dan proaktif dalam mengatasi hoaks dan berita palsu. Salah satu aspek kunci dari model ini adalah memastikan akses informasi yang mudah diakses oleh seluruh lapisan masyarakat. Dengan demikian, pemerintah setempat memastikan bahwa informasi yang benar dan akurat dapat mencapai sebanyak mungkin individu. Langkah-langkah untuk menghapus hoaks dan berita palsu melalui sosialisasi kepada masyarakat merupakan strategi yang tepat. Pendidikan masyarakat mengenai cara mengidentifikasi dan menghindari berita palsu dapat membantu membangun kemampuan kritis yang kuat di kalangan warga. Selain itu, kerjasama dengan media juga menunjukkan pendekatan holistik dalam melawan hoaks, dengan memanfaatkan kekuatan media sebagai sarana untuk menyampaikan informasi yang benar dan dapat dipercaya. Penelitian ini tidak hanya memberikan pandangan terperinci mengenai strategi yang efektif dalam menghadapi hoaks dan berita palsu, tetapi juga mengungkap rahasia keberhasilan model komunikasi publik yang diimplementasikan oleh Pemerintah Kota Tangerang. Temuan ini dapat menjadi inspirasi bagi wilayah lain untuk mengembangkan pendekatan serupa guna menjaga stabilitas demokrasi dan meningkatkan kualitas informasi yang diterima oleh masyarakat.
Analisis Strategi Komunikasi Pengguna Media Sosial Instagram Non-Celebrity dalam Membentuk Personal Branding Hayati, Kumala; Saraswati, Dini Putri
Avant Garde Vol 11, No 2 (2023): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v11i2.2557

Abstract

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.
Menari di Atas Puing: Permainan Komersial di Antara Warisan Kota Tua Jakarta Alexander, Steven Theodore; Widjaja, Samuel Christian; Warman, Varianto; Ongkohalim, Francis Timothy; Yuliman, Divine Linory; Kho, Gerson Ralph Manuel
Avant Garde Vol 12, No 1 (2024): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v12i1.3020

Abstract

Kebijakan pemerintah kerap mengutamakan transformasi infrastruktur dan pengembangan komersial, seringkali mengabaikan konservasi integritas budaya dan historis pada bangunan bersejarah yang berujung pada degradasi atau eliminasi elemen penting dari warisan budaya. Selain itu, masyarakat urban Jakarta menunjukkan disonansi kultural terhadap warisan sejarah, dengan adanya pergeseran preferensi yang signifikan menuju kegiatan komersial dan rekreasi mengakibatkan penurunan kunjungan ke museum dan situs bersejarah. Hal ini terlihat jelas di area bersejarah Kota Tua Jakarta. Penggunaan media sosial seringkali lebih terfokus pada penciptaan citra konsumen yang menarik daripada memperdalam pemahaman dan penghargaan terhadap nilai sejarah dan budaya Kota Tua. Penelitian ini akan berupa tinjauan integratif menggunakan komodifikasi industri budaya sebagai kerangka analisis utama. Konsep gentrifikasi dan heritagisasi digunakan untuk mengeksplorasi proses komodifikasi industri budaya di Kota Tua. Temuan menunjukkan bahwa gentrifikasi dan heritagisasi di Kota Tua telah secara signifikan mengubah aspek sosial dan ekonomi dengan mengkonversi nilai budaya dan historis menjadi nilai ekonomi semata. Gentrifikasi mengkomodifikasi nilai historis menjadi atraksi wisata yang tidak sepenuhnya mewakili sejarah aslinya, sementara heritagisasi mengubah warisan budaya lokal yang autentik menjadi objek konsumsi. Pendekatan ini mengubah makna asli dari warisan budaya, menghapus identitas dan nilai intrinsiknya, serta hanya berorientasi pada keuntungan, menempatkan nilai ekonomi di atas nilai historis dan budaya.
Strategi Komunikasi Melalui Promo Digital Untuk Meningkatkan Rating di Rajawali Televisi Irawan, Yousep Eka; Iswardani Witarti, Denik
Avant Garde Vol 11, No 2 (2023): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v11i2.2661

Abstract

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.
Ideologi Media: Studi Kasus Terkait Motif Pelanggan Media Cetak di Era Konvergensi Kusuma, Arif Surya; Nur, Aqila Naila; Pambudi, Syifana Cahya
Avant Garde Vol 12, No 1 (2024): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v12i1.3014

Abstract

Pelanggan surat kabar cetak menjadi sebuah fenomena unik di era digital. Keberadaan mereka memberikan gambaran bagaimana surat kabar menjadi sebuah media cetak yang belum memudar dalam situasi konvergensi media. Pelanggan memiliki ideologi media yang menggambarkan alasan bagi mereka untuk tetap menjadikan surat kabar tersebut sebagai salah satu sumber informasi primer. Konsep ideologi media dalam penelitian ini menggunakan perspektif ideologi media yang dipaparkan oleh Ilana Gershon. Hal yang menarik adalah ideologi media mampu membuat seorang pelanggan konsisten dalam mengadopsi dan bahkan mengubah perspektif mereka terhadap media lainnya. Penelitian mengenai ideologi media pelanggan surat kabar ini bertujuan membongkar aspek-aspek fundamental terkait motif berlangganan surat kabar cetak. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan metode studi kasus. Data diperoleh melalui in-depth interview yang dijawab oleh empat pelanggan surat kabar yang dipilih secara purposive. Construct validity digunakan dengan cara meninjau dari beberapa sumber bukti yaitu primer dan sekunder. Data primer berasal dari informan dan sekunder berasal dari literatur. Hasil penelitian menunjukkan beberapa aspek yang melandasi ideologi media pelanggan surat kabar yaitu kenyamanan, kredibilitas, dan kompleksitas. Bagi pelanggan, tiga aspek ini menjadi beberapa pertimbangan dalam menggunakan surat kabar cetak. Terlepas dari bagaimana lama atau baru sebuah media informasi, tiga aspek preferensi tersebut diyakini informan sebagai ideologi media dalam memilih surat kabar cetak sebagai informasi utama mereka.
Promosi Budaya Dugderan Melalui Konten Akun @Disbudparkotasemarang Sebagai Promosi Wisata Kota Semarang Rosalia, Naiza; Mukaromah, Mukaromah; Amalia Hapsari, Swita
Avant Garde Vol 11, No 2 (2023): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v11i2.2641

Abstract

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
UNESCO Global Geoparks Indonesia in Online Space : A Review of Tourism Information Availability Setiawan, Deddy
Avant Garde Vol 12, No 1 (2024): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v12i1.2706

Abstract

ABSTRACT Geoparks are modern geotourism products that open up new opportunities and ways of presenting geological heritage. Promotion and marketing of geoparks is still minimal, and needs to be improved. That is why it is necessary to investigate this area, the purpose of this study explores the tourism information provided from analyzing the complexity of the UNESCO Global Geopark website in Indonesia. The research method was a survey of the websites of 10 UNESCO Global Geoparks in Indonesia which then tried to categorize general information about the values of geoparks and gradually moved to groups of important tourism information from the point of view of researchers who were placed as visitors to visit geoparks. This research resulted in the answer that UNESCO Global Geopark Indonesia is at the classic marketing level with low or passive activity on its website. In addition, the geopark has understood the importance of social media marketing is a positive thing, but the level of activity in this area is not yet entirely adequate.
Analisis Gratifikasi dalam Belanja Online pada E-Commerce menggunakan Teori Uses and Gratification Basuki, Syarifah Parameswara; Ovalia, Fira Magfira
Avant Garde Vol 11, No 2 (2023): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v11i2.2586

Abstract

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.
Efektivitas Strategi Story Selling di Instagram untuk Meningkatkan Penjualan Sayur Organik Merbabu (SOM) Nuzuli, Ahmad Khairul; Raya, Alia Bihrajihant
Avant Garde Vol 12, No 1 (2024): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/ag.v12i1.3005

Abstract

This study aims to explore the effectiveness of the story selling communication strategy on Instagram in increasing sales of Sayur Organik Merbabu (SOM). The results of this study indicate that the story selling strategy on Instagram is effective in increasing SOM sales. By exploring the emotional connection between consumers and products, stories about local farmers, organic farming methods, and commitment to environmental sustainability have succeeded in building a strong and authentic brand image. Consumers feel more connected to this product because they see and understand the natural and environmentally friendly behind-the-scenes process. Transparency in the production process is key to increasing consumer trust in SOM products. By honestly showing how vegetables are grown, harvested, and processed without chemicals. In this case, education about the benefits of organic vegetables also plays an important role in building consumer awareness and trust. In addition, the use of attractive and high-quality visuals, such as images and videos, as well as the use of Instagram features such as stories, reels, and IGTV, help convey stories dynamically and interactively. The use of relevant hashtags and collaboration with influencers have also proven effective in increasing the visibility of SOM accounts on Instagram. In conclusion, this study shows that the story selling strategy on Instagram is not only an effective marketing tool to increase sales, but also a means to build stronger and more sustainable relationships with consumers. This study provides valuable insights for organic vegetable businesses to adopt a similar approach in their digital marketing strategies, as well as to utilize social media more effectively to build brand awareness and consumer trust in the future.

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