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AlphabetAlphabet: A Biannual Academic Journal on Language, Literary, and Cultural Studies
Published by Universitas Brawijaya
ISSN : 2615630X     EISSN : 26156296     DOI : 10.21776/ub.alphabet
Core Subject : Humanities, Education, Art, Social,
Arts Humanities Languange, Linguistic, Communication & Media Social Sciences
Alphabet is an open-access, biannual journal aimed at advancing and disseminating the state-of-the-art knowledge on language, literary and cultural studies. It instills the etymological spirit of the word alphabetos which means learning or lore acquired through reading. Reading, in this context, shall be understood as a process of critically examining or questioning the existing ideas and issues so as to offer alternative answers. In choosing articles for publication, Alphabet prefers manuscripts that present new ideas in the disciplines, originated from empirical, theoretical, and methodological research within both a single discipline and those that sub- or multi-disciplines. It encourages a high standard of scholarship, written in clear and straightforward organization without requiring that authors alter their analytical style and writing voice.
Arjuna Subject : Ilmu Sosial - Kajian Budaya
Articles 93 Documents
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Politics of Participatory Culture: Indonesian NCTzen and WayZenNi Transforming Fandom for #SM_BOYCOTT_GENOCIDE Nadya Ulfa; Desi Dwi Prianti
Alphabet Vol. 8 No. 1 (2025)
Publisher : Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.alphabet.2025.08.01.02

Abstract

This study examines the #SM_BOYCOTT_GENOCIDE movement as a form of strategic activism undertaken by Indonesian NCTzen and WayZenNi to respond to the dilemma between affective bonds and a sense of humanity. Using Henry Jenkins' framework of fan activism, this study analyzes how participatory culture practices are repurposed as instruments of political participation. Through digital ethnography, data were collected from social media archives (X, Instagram, TikTok, Weverse), interviews with eight fans, and participant observation. The findings suggest this movement is more than a simple act of rejection. It functions as a communicative strategy that balances two distinct approaches: exerting pressure through boycotts and protests and persuading through educational efforts rooted in humanitarian values and often framed by religious narratives. Fandom can take over commodified relational spaces like Weverse, Bubble, and fan call sessions, transforming them into arenas for political struggle. This demonstrates that fans are not just passive consumers but are socio-political actors who can strategically balance affection and ethical commitments and turn fandom into a platform for informal civic education.
Global Aesthetics, Local Realities: Internationalization Discourse in Higher Education Digital Media Ade Wijaya, Duitarama; Oktaviani, Fitri Hariana; Prasetyo, Bambang Dwi
Alphabet Vol. 8 No. 1 (2025)
Publisher : Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.alphabet.2025.08.01.04

Abstract

This study analyzes how language and symbols in digital media are used to represent the discourse of internationalization in Indonesian higher education, focusing on the official Instagram account of an institution disguised as FI. Using a descriptive-qualitative approach with critical thematic analysis (Lawless & Chen, 2019), this study explores 16 Instagram posts selected based on visibility and level of audience interaction. The results of the analysis show that FIs construct an institutional image as a global entity through the use of the English language, visual symbols such as foreign flags, overseas university logos, and imagery of prestigious academic locations. However, local identity only appears as an additional element in the form of dances, traditional clothing, or traditional cuisine displayed decoratively to support international events. The findings reveal the tension between responding to the demands of internationalization and commitment to local values, and reflect the orientalist logic of cultural representation. This study contributes to the understanding of institutional identity construction through digital media, as well as providing a critical reading of power relations in the discourse of globalization of higher education.
Tumbler and Workplace Position: Representation and Distinction in Digital Meme Culture Yuniarta, Ajeng; Khairunnisa, Khansa Vitria; Wulandari, Dini Rahma; Priohandoko, Rafli Aditya
Alphabet Vol. 8 No. 1 (2025)
Publisher : Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.alphabet.2025.08.01.05

Abstract

In today’s digital culture, everyday objects such as tumblers have become symbols of social identity, mediated through memes. This study analyzes memes in social media, especially Instagram posts that show “Kasta Tumbler di Tempat Kerja” shared by an account @luarsekolah, which represents hierarchical position in the workplace through tumbler brand choices. Using Pierre Bourdieu’s theory of distinction and Stuart Hall’s concept of representation, this study examines how brand preferences in choosing tumbler reflect job positions and memes' role as a medium of social criticism in the context of digital culture. Through content analysis and contextual interpretation, the findings of the study highlight how tumbler is not only seen as a bottle only, but also shows lifestyle, social status, and identity in the digital era. In the end, someone’s tumbler choice not only reflects individual preferences, but also social status and how they want to be seen in the community.

Page 10 of 10 | Total Record : 93

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