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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.
Arjuna Subject : -
Articles 168 Documents
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Pemaknaan Nasionalisme Budaya dalam Iklan (Studi Resepsi pada iklan Grab versi #ModalPercaya dan Shopee Versi #ArtiNasionalisme) Jatisidi, Artyasto
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.v11i2.2695

Abstract

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
Analisis Media Propaganda Herman-Chomsky dalam Ekonomi Politik Media pada Judi Online Patrissia, Ressa Uli
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.v12i1.3007

Abstract

In recent decades, online gambling has experienced strong growth and spread due to the intrinsic characteristics that make it very attractive to players (accessibility, anonymity, variety of games). The basic premise of the knowledge economy is prosperity, an increase in the general availability of economic values. This is a direct impact of people learning with new technology. According to contemporary policy writers, the only way to achieve prosperity is to increase the amount of knowledge available through more education and training; by reorienting education systems across countries towards profit-oriented outcomes; by commodifying communication between people; and, ultimately, by codifying, commodifying, and exploiting the entire experience of Society. This research aims to reveal the role of online gambling and the dominance of political economic elites in media propaganda to date in an interesting and relevant discourse on internet gambling from the perspective of Herman-Chomsky's propaganda media. This research uses a critical paradigm with a qualitative descriptive perspective. The results of this research are that the first filter from the media ownership side shows the benefits to be achieved by targeting a specific audience, related to financial increases, and the existence of an organizational hierarchy. The second filter covers the sponsorship side that influences online gambling advertising. The third filter on the source side looks at the dependability of online gambling organizations, the natural influence of player desires, and the influence of advertising and narrative. The fourth filter, namely flak, covers how to discipline online gambling media. The fifth filter concerns ideological predominance, the role of the internet industry to manipulate users through user-generated content.
Smart City dan Perubahan Komunikasi Publik: Tantangan dan Peluang Bagi Pemerintah dan Masyarakat Basit, Abdul; Nurlukman, Adie Dwiyanto
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.v11i2.2620

Abstract

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.
Motif Penggunaan Akun Pseudonim Instagram Penggemar K-Pop Dalam Pembentukan Online Disinhibition Effect Anwar, Elsa Fitri
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.v12i1.3006

Abstract

Bagi penggemar K-pop, penggunaan nama samaran atau pseudonym merupakan hal yang biasa mereka lakukan di media sosial, salah satunya Instagram. Banyak dari mereka menggunakan nama akun atau username yang berkaitan dengan idolanya sehingga mereka bisa lebih bebas dan berani dalam mengekspresikan kegemarannya secara online dibandingkan dikehidupan nyata mereka. Hal tersebut akhirnya menimbulkan suatu perbedaan perilaku antara dunia online dan dunia nyata mereka yang disebut Online Disinhibition Effect. Penelitian ini bertujuan untuk mengetahui motif penggemar K-pop menggunakan pseudonim di akun Instagram mereka dalam membentuk Online Disinhibition Effect. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode pengumpulan data berupa observasi partisipan dan wawancara pada penggemar K-Pop pengguna pseudonim di Instagram. Hasil penelitian ini menunjukkan bahwa para informan memiliki dua akun instagram yaitu akun utama dengan identitas asli dan akun pseudonim dengan nama samaran menggunakan nama idola mereka. Motif informan dalam menggunakan pseudonim adalah bentuk identitas diri sebagai penggemar, memudahkan pencarian informasi seputar K-Pop, sarana dalam mengekspresikan kegemaran secara bebas, serta dapat dengan mudah terhubung dengan penggemar lain. Dalam hal ini, Online Disinhibition Effect yang terjadi memiliki dampak positif dan negatif. Dampak positifnya, pseudonim yang dilakukan informan dapat membantu mereka untuk mengekspresikan diri secara lebih bebas dan terbuka. Namun disisi lain, hal tersebut dapat menimbulkan perilaku yang tidak bertanggung jawab seperti hate comment dan cyberbullying.
Analisis Semiotika Makna Komunikasi Keluarga Pada Film Ngeri-Ngeri Sedap Rangga Arsati, Mayang Suci Dewi; Nurhadi, Zikri Fachrul; Suseno, Novie Susanti
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.v11i2.2643

Abstract

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.
Jurnalisme Warga Sebagai Alternatif Literasi Media dan Partisipasi Bagi Publik Alwaton, Yogie
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.v11i2.2644

Abstract

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.
Analisis Ekonomi Politik Media Dalam Pemasaran Politik Paslon Capres-Cawapres Pemilu 2024 Dewi, Liza Dwi Ratna; Rusadi, Udi
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.v12i1.2978

Abstract

The 2024 General Election in Indonesia was held on Wednesday 14 February 2024, which included selecting presidential and vice presidential candidates for the 2024-2029 period. On March 20 2024, the General Election Commission has determined the winner of serial number 02 Prabowo Subianto – Gibran Rakabuming Raka. This research is a study of the political economy of the media with the case of the general election. The theories and concepts used are Eric Louw's theory of meaning formation, Moscow spatialization-structuration-commodification, and Kotler Armstrong's political marketing. The paradigm used is interpretive-critical with cultural andpolitical  marketing approaches, and ethnographic methods. The research subjects are 5 categories of voters in the 2024 election, and the research object is the cultural pattern of media consumption related to political information in the 2024 election. Data collection techniques using interviews, observation, internet and literature study. This research shows 3 findings, namely: The political power of media has moved from television media, which has been categorized as the main media for disseminating political information, to social media managed by influencers who are Indonesian artists and celebrities; Digital media can be used to attract voters instantly, but it destroys social dialogue in public spaces in cyberspace. Political information on social media contains artificial information in the sense of information that is not related to politics and democracy, but determines people's choices in selecting candidates for president and vice president of Indonesia for the 2024-2029 period. This research offers a novelty concept, namely artificial political information.
Personal Branding Calon Legislatif Generasi Z Melalui Instagram: Studi Deskriptif Kualitatif Pada Akun @muhammadshoma Royani, Shofia Fazza; Rusdiana, Joni
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.v11i2.2601

Abstract

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.
Proses Content Marketing Brand Partipost Indonesia dalam Mempertahankan Brand Engagement Kasaya, Cindy Zafira; Lokananta, Arbi Cristional; Jati, Rocky Prasetyo; Wihardi, Doddy
Avant Garde Vol 12, No 2 (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.v12i2.3152

Abstract

Traditional marketing views customers as passive participants in interactions, but technology has transformed customers into active participants, allowing brands to engage with them more directly. One effective strategy that has been used by many companies is digital marketing through content marketing, and a notable example is the startup company Partipost. Partipost offers an influencer marketing platform that is utilized by both brands and consumers in various countries, including Indonesia. The company promotes itself by creating digital content through platforms such as its website, Partipost.com, and its Instagram account @partipost_id. Data collection for this study was conducted through participatory observation, documentation, and unstructured interviews with key sources from Partipost Indonesia during the period from July to December 2023. Based on result of this research, the overall content marketing process at Partipost Indonesia has successfully implemented the stages of content marketing as outlined by Kotler et al. (2017: 125). However, since Partipost uses two different platforms, hence the content creation process differs between them. The results and discussions indicate that Kotler’s step by step implementation has been effective in generating impactful content that sustains engagement on Instagram, but it has yet to achieve optimal engagement on the website platform. The lack of engagement on the website is due to several challenges in the content creation stage. Although the company has achieved its goals on Instagram, there are still areas for improvement, particularly in the ideation and content planning stages for better overall performance.Pemasaran tradisional memandang pelanggan sebagai objek pasif dalam interaksi, tetapi teknologi menciptakan pelanggan yang ingin terlibat secara aktif dan memungkinkan brand berinteraksi dengan pelanggan. Salah satu upaya telah efektif digunakan oleh berbagai perusahaan adalah pemasaran digital melalui content marketing. Tidak terkecuali perusahaan startup Partipost. Partipost memberikan layanan berupa platform influencer marketing yang digunakan masyarakat dan brand di berbagai negara salah satunya Indonesia. Perusahaan ini melakukan pemasaran melalui pembuatan konten-konten digital melalui platform seperti, website Partipost yaitu Partipost.com dan Instagram @partipost_id. Pengumpulan data dilaksanakan dengan observasi partisipatif, dokumentasi, dan wawancara tidak berstruktur bersama narasumber-narasumber dari Partipost Indonesia pada periode bulan Juli sampai Desember 2023. Berdasarkan data-data hasil penelitian ditemukan bahwa, alur proses content marketing di Partipost Indonesia secara keseluruhan telah sesuai mengimplementasikan konsep tahapan Content Marketing menurut Kotler dkk. (2017: 125). Namun, content marketing di Partipost memanfaatkan dua platform berbeda sehingga eksekusi pembuatan konten memiliki proses yang berbeda. Hasil dan pembahasan menunjukan implementasi konsep ini mampu menghasilkan konten yang berdampak dalam mempertahankan engagement pada media sosial Instagram, tetapi masih belum menciptakan hasil engagement optimal pada platform website. Hasil engagement pada platform website disebabkan oleh beberapa hambatan pada pelaksanaan content marketing dalam tahapan Penciptaan Konten. Meskipun berhasil mencapai tujuan, content marketing di Instagram masih harus diperbaiki pada tahap Penggagasan dan Perencanaan Konten.  
Analisa Alur Komunikasi Efektif Vertikal Ke Bawah Di Lingkungan Kantor Berita Dirgantoro, Ganet
Avant Garde Vol 12, No 2 (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.v12i2.3280

Abstract

Perum LKBN Antara sebagai organisasi mengemban tugas sebagai kantor berita negara tetapi juga sebagai badan usaha yang mewajibkan untuk mencari sumber pendapatan sendiri. Dengan demikian dalam menyiarkan berita ada dua misi yang harus dijalankan yakni pertama menyalurkan berita pelayanan publlik sedangkan disisi lain menyalurkan berita yang dapat mendulang view. Oleh karena itu peran komunikasi vertikal ke bawah memegang peranan penting agar pesan berupa penugasan kepada wartawan yang menjadi ujung tombak di lapangan tidak salah mengintepretasikan. Komunikasi vertikal ke bawah juga memungkinkan berita tersaji cepat kepada khalayak dengan tingkat akurasi tinggil Tingkat persaingan di era digital yang sangat tinggi menuntut sistem komunikasi vertikal ke bawah yang efektif dan efisien agar pesan berupa penugasan bisa sampai ke bawah dengan cepat. Dengan komunikasi vertical ke bawah yang kerap diterapkan pada organisasi dengan struktur kompleks yang membutuhkan kecepatan penyampaian pesan sampai ke tingkat paling bawah. Dengan alur komunikasi vertikal  ke bawah dapat mengurangi hambatan komunikasi karena adanya pertanyaan dari tingkat bawah. Sehingga desain pesan harus dibuat sedemikian rupa agar dapat dimengerti di setiap level organisasi. Tujuan dari penelitaian ini mencari struktur organisasi yang efektif untuk memenuhi tuntutan khalayak yang dewasa ini lebih suka mengakses media sosial. Sedangkan metode penelitian menggunakan kualitatif deskriptif menganalisa penerapan di dalam organisasi Perum LKBN Antara dengan teori yang ada ditambah dengan hasil wawancara pakar.

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