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Avant Garde

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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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PEMAKNAAN KHALAYAK DAN HEGEMONI MEDIA MENGENAI NASIONALISME DALAM IKLAN (Studi Resepsi pada Iklan Djarum versi Bull Race, Telkomsel versi Halmahera dan You C1000 versi Miss Universe) Artyasto Jatisidi
Avant Garde Vol 4, No 1 (2016): AVANT GARDE
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

The era of globalization took effect on today's Indonesian nationalism, nationalism of the Indonesian nation is distorted away from its original meaning. The symbols of global cultural products as if drowning sense of all Indonesia's youth. On the other hand the mass media also play a role in this, by creating false consciousness and false about the value of nationalism. One is through advertisements on television. The theory used in this research is the Reception Analysis Stuart Hall that positioned the audience at the 3 position, Dominant-hegemonic-hegemonic, Negotiation and Opposition. From the results of these positions are expected to be concluded as to what nationalism typical community-owned Indonesia, and the power of the media hegemony. This study used qualitative methods, with a critical paradigm. Then, the data obtained through interviews with the four informants were selected by purposive sampling. The results showed that the people of Indonesia occupies a tendency on the Negotiation position, they are similar to interpret the ad makers, but they also have alternatives meaning. From the research it can be said that the people of Indonesia has a typical pragmatic nationalism that sees nationalism in terms of togetherness.

DARI PRASANGKA HINGGA DISKRIMINASI: MENYOAL STIGMA SESAT DAN KEKERASAN TERHADAP AHMADIYAH DALAM PERSPEKTIF KOMUNIKASI Halimatusa’diah Halimatusa’diah
Avant Garde Vol 5, No 1 (2017): AVANT GARDE
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Ahmadiyya as a minor belief is not a new community in Indonesia. Sincereformation era, their existence experiences controversies as well as oppositionsfrom the society. From desk research and literature review method, this paperaims to describe the ways prejudice toward Ahmadiyya community emerge anddraw the role of communication in connecting the major and minor community inIndonesia. This paper discusses the violence against the Ahmadiyya in Indonesiathrough communication perspective. The concept of prejudice expression fromGW Allport (1954) and Samovar (2013) in this paper shows that violenceexperienced by Ahmadiyya is already at the stage of extermination rather thanonly at discrimination stage.

SALES PROMOTION SEBAGAI STRATEGI KOMUNIKASI PEMASARAN MOBIL LOW COST GREEN CAR DAIHATSU AYLAPADA PT. ASTRA INTERNASIONAL TBK CABANG CILEDUGKOTA TANGERANG Rini Lestari
Avant Garde Vol 3, No 1 (2015): AVANT GARDE
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

PT. Astra Internasional Tbk-Daihatsu-Ciledug merupakan agen dan distributor resmi dari produkDaihatsu di Indonesia, berlokasi di jalan HOS Cokroaminoto no.69, Ciledug, Kota Tangerang,Banten. Persaingan industri otomotif meluncuran mobil dengan istilah low cost green car (lcgc),termasuk Daihatsu sendiri meluncurkan Ayla. Komunikasi pemasaran melalui sales promotionadalah salah satu kegiatan agar Daihatsu Ayla dapat bertahan dalam persaingan yang semakinkompetitif.Tujuan penelitian adalah untuk mengetahui dan menjelaskan sales promotion sebagaistrategi komunikasi pemasaran kebijakan mobil Low Cost Green Car (LCGC) Daihatsu Ayla PT.Astra Internasional Tbk Cabang Ciledug Tangerang dan hambatan-hambatan dan peluang dalamAvant Garde | Jurnal Ilmu Komunikasi VOL 3 NO.1 Juli 2015 | 84melaksanakan sales promotion mobil Daihatsu Ayla PT. Astra Internasional Tbk Cabang CiledugTangerang. Teori penelitian adalah komunikasi pemasaran, bauran komunikasi pemasaranmemfokuskan pada sales promotion. Metode Penelitian menggunakan paradigma konstruktivisme,pendekatan penelitian kualitatif, metode penelitian studi kasus. Hasil penelitian menunjukkan bahwa:1) PT. Astra Internasional Daihatsu Ciledug melakukan kegiatan promosi penjualan (salesPromotion) dalam bentuk-bentuk: penawaran Pengembalian Dana Tunai (diskon), ProgramFrekuensi, Hadiah dan Undian, Percobaan Gratis, Garansi Produk, Pameran Dagang, KontesPenjualan dan Iklan Khusus. 2) Peluang yang ditemukan pada PT. Astra Internasional DaihatsuCiledug dalam melaksanakan kegiatan promosi penjualan (sales Promotion) adalah:a) Membantumeningkatkan volume penjualan. b)Meningkatkan pembelian berulang “repeat order”. c)Meningkatkan loyalitas customer. Hambatan yang ditemukan dalam melaksanakan kegiatan salesPromotion adalah sebagai berikut: 1) Segi sumber daya manusia terutama di bidang sales 2) PT.Astra Internasional Daihatsu Ciledug belum memiliki bagian/departemen khusus yang menanganibidang komunikasi pemasaran 3) Customer tidak segera melakukan keputusan pembelian.Kata kunci : Strategi, Komunikasi Pemasaran, Low Cost Green Car (LCGC), SalesPromotion, Daihatsu Ayla

MOTIF PENGGUNAAN RADIO MORA OLEH KOMUNITAS PENDENGAR AMOR DI KOTA BANDUNG JAWA BARAT Henny Sri Mulyani R
Avant Garde Vol 6, No 1 (2018): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/avg.v6i1.748

The power of the radio is based on the direct power, penetration, and attraction of the ra-dio. Radio trends today have a specific segmentation or type of format based on a particu-lar content selection. In turn make the radio station has its own trademark. Radio Mora is one of the radio media that has specific content that is about the law information as the main menu of the broadcast. Community listeners of Mora Radio named Members of Mo-ra (Amor). The existence of this community shows that they consciously have a motive in using the media in addition to other media for the fulfillment of information needs. There-fore, the researcher is interested to see how the motive use of Mora radio media by Amor community to meet the information needs in the field of law. The research method used is descriptive quantitative. The results show that Amor community members have an infor-mation motive consisting of looking for news, getting guidance, knowing various opinions, studying law with very high category. Motives of personal identity include consisting of finding behavioral models, improving self-understanding, supporting personal values are high. Motives of interaction and social integration consist of knowing other people's cir-cumstances, finding chats, helping social roles, connecting with society etc. As well as the motive of entertainment consists of forgetting the daily problems, relax, enjoyment of the soul, fill the spare time and distribute emotion quite high.

THE ABSENCE OF WOMEN’S POWER IN POLITICAL COMMUNICATION IN DKI JAKARTA GOVERNOR ELECTION Umaimah Wahid
Avant Garde Vol 4, No 1 (2016): AVANT GARDE
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

The study about the absence of women representation in DKI (Special District of Capital Jakarta) Jakarta governor election 2012 aims at mapping political power in DKI Jakarta Province. It also elaborates, criticizes and evaluates political parties’ supports and DKI Jakarta Province in efforts to enhance women consciousness to participate in political practice. This research uses political communication theory focusing on political understanding and women as political candidate, power and hegemony concept of women political realities as well as radical feminism. Critical paradigm with qualitative approach, case study method and feminist research are utilized for this research. The results indicate that the women’s power in the politics of DKI Jakarta compared to men who are clearly dominant. None of the governor candidates and governor deputy are women since there was not any individual who nominate themselves or being promoted by the political parties. Naturally, women have a great opportunity to lead Jakarta; however they need tremendous efforts to strengthen themselves and bolster their quality so that they can decrease domination of the one group of society. In addition, the supports from political parties are significant to develop women political society. Women need to change this situation by conducting the struggle and build a strong network for the development of the power of women in politics. Large is the struggle for women to Jakarta in the future have the ability and courage to dare to be part of the practical politics of Jakarta as the head of the region in the future.

ANALISA SEMIOTIKA TERHADAP PEMBENTUKAN CITRA DIRI JOKO WIDODO MELALUI MEDIA SOSIAL YOUTUBE Jeanie Annisa; Ricky Widyananda Putra
Avant Garde Vol 7, No 1 (2019): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Youtube is a communication tool that provides transmission of the value and flow of information in the form of video content that contains of semiotics. President Joko Widodo used it as a political communication to convey various information on state and daily activities to give some effect to build the formation of self-image. This study uses Sanders Pierce's semiotic theory and social media theory by Kaplan and Heinlein. This research methodology was using descriptive qualitative with secondary data collection. The results of this study indicate that youtube official account of President Joko Widodo's has formed a self-image construction through Sanders Pierce semiotic analysis "triangle meaning" such as objects, signs, and interpretants that can be found in visual forms such as images, colors and graphics and narrative text. This paper analysis 3 of 315 official Joko Widodo's vlog content, namely (1) #JKWVLOG Sneakers Story; (2) #JKWVLOG Young Leaders; (3) #JKWVLOG Invite Jan Ethes Sports.

STRUKTUR NARASI MEDIA GAME “WARCRAFT 3: REIGN OF CHAOS” Studi Pada Media Seni Kontemporer Arief Ruslan
Avant Garde Vol 2, No 2 (2014): AVANT GARDE
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Warcraft 3: Reign of Chaos give the game more than just about victory or defeat, scoring, and rewards, but also offers a narrative (the story). This study will observe how the narrative structure built in showing progress through the story characterizations, plot, setting, also conflicts was meet by the characters in each game. The story shows that villainy does not always come suddenly, but can have a story structure with connecting causality so characterizations can be seen as an antagonist. With the analysis of the narrative structure of researchers see W3ROC provide insight to the players that villainy or goodness not only come from the same characteristic (static), but can also be of a different characteristic (dynamic). This means that the villainycan be show up from someone who is good or vice versa, through the events that passed by the figures.

STRUKTUR FILM (Struktur Film Eiffel... I’m in Love) Budiman Akbar
Avant Garde Vol 5, No 2 (2017): AVANT GARDE
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/avg.v5i2.642

In story telling a film has a structure that has been generally done by Hollywood and until now still valid, even reaching out to the whole world. Hollywood has been doing so since the year 1910, which continues to grow until it is said to be perfect in the era of voiced movies. Films that use story structures of the era can achieve success. The films that achieve the success in question, is a movie that reaches the number of spectators is quite fantastic, which is now known as the movie box office. The influence of the story structure in films is, in fact, one of the film's main filmmaking strategies. The structure of the Hollywood story is one of Hollywood's movie formats, which David Bordwell says are known as the Classical Hollywood Structure.

KAJIAN SEMIOTIKA PERANG TANDA DALAM PERSAINGAN CONVENIENCE STORE GERAI 7-ELEVEN DAN INDOMART POINT Lidya Wati Evelina; Daniel Wiguna
Avant Garde Vol 3, No 2 (2015): AVANT GARDE
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Kehadiran convenience store mulai marak di Indonesia dan masing-masing mempunyai kesan tersendiri bagi konsumen.Untuk memenangkan persaingan masing-masing pengelola perlu mengetahui faktor eksterior dari masing-masing gerai.Tujuan penelitian ini mengetahui makna dibalik tanda yang terdapat pada Exterior dari gerai convenience store 7-Eleven dan Indomaret Point dalam konteks persaingan bisnis. Metode penelitian menggunakan kualitatif deskriptif. Pengumpulan data dilakukan melalui wawancara terstruktur, ditambah data sekunder dari Internet berupa artikel, jurnal, maupun buku yang bersifat fisik atau pun digital. Analisis data menggunakan analisis semiotika yang secara khusus menggunakan teori semiotika Roland Barthes.Uji Validitas dilakukan sewaktu proses pengumpulan data dan analisis intrepretasi data.Validitasnya menggunakan Kompetensi Subyek Riset dan trustworthines. HasilAvant Garde | Jurnal Ilmu Komunikasi VOL 3 NO.2 Desember 2015 | 164penelitian:(1)Eksterior 7-Eleven memberikan kesanmewah, eksklusif, aman dan nyaman kepada para pengunjung. Hal ini terlihat dari pengaturan tata letak dan kebersihan bangunan. Padatnya pengunjung yang memenuhi area 7-Eleven juga menjadi faktor pendukung kesan populer yang diciptakan gerai.(2) Eksterior Indomaret Point memberikan kesan gerai yang merakyat (baca: Lokal) dan gerai convenience store terbaik di tanah air. Hal ini dibuktikan dari adanya beberapa pedagang kaki lima berjualan di depan gerai pada malam hari dan stiker prestasi pada pintu masuk gerai. Kesan tidak teratur masih nampak pada eksterior gerai yang belum tertata rapi.

INSTAGRAM SEBAGAI MEDIA PUBLIKASI DALAM MEMBANGUN BRAND AWARENESS JAKARTA AQUARIUM Shintadevy Maryolein; Nadya Dwina Hapsari; Rani Chandra Oktaviani
Avant Garde Vol 7, No 1 (2019): Avant Garde
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/avg.v7i1.849

Jakarta Aquarium is an ex-situ conservation and education institution located in Neo Soho Mall, West Jakarta. As a newly established institution, Jakarta Aquarium wants its brand to be used by the wider community. The efforts made by the Public Relations Jakarta Aquarium are to utilize the features available on Instagram. The purpose of this research was to find out strengths and weaknesses the utilization of Instagram as a media publication for Jakarta Aquarium to build brand awareness. The theory used in this study is new media theory and supported by Public Relations concepts, publication concepts, and Instagram. This study uses a qualitative descriptive method that designed by data collection techniques in the form of structured interviews, literature studies and internet reviews, especially on Instagram Jakarta Aquarium activities. The findings obtained in this study are the use of Instagram has maximized Instagram’s role as a platform to media publicity, consistent in managing the feed display and upload interesting content so that it can build Jakarta Aquarium's brand awareness in the wider community. In addition, through this research the researcher can find out more about the advantages of the Jakarta Aquarium’s Instagram that has made it easier for people to access all information quickly and easily, and establish two-way communication with their followers. Also, the disadvantages of Jakarta Aquarium’s Instagram that still uploads more promotional content than the educational content on Instagram.

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