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Nivedana : Jurnal Komunikasi dan Bahasa
Published by Sekolah Tinggi Agama Buddha Negeri Raden WIjaya Wonogiri
ISSN : -     EISSN : 27237664     DOI : -
Core Subject : Religion, Humanities, Education, Art,
Religion Arts Humanities Education
Jurnal komunikasi dan bahasa (nivedana) menerbitkan artikel berbasis penelitian dari berbagai topik dalam ilmu komunikasi dan bahasa. Jurnal ini memberikan ruang untuk mengakomodasi terkait dengan cakupan utama, yaitu: 1). Komunikasi dengan cakupan media, jurnalisme, komunikasi interpersonal, komunikasi massa, iklan dan studi media. 2). Bahasa dengan cakupan pembelajaran asing, bahasa Indonesia, bahasa daerah, linguistik, linguistik terapan dan sastra.
Arjuna Subject : Ilmu Sosial - Ilmu Sosial (Lain-Lain)
Articles 287 Documents
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PERAN HUMAS DALAM KAMPANYE PENCEGAHAN NARKOTIKA MELALUI INSTAGRAM BADAN NARKOTIKA NASIONAL KABUPATEN SUKABUMI Khayla Zahwa Annisa; Willy Bachtiar
NIVEDANA : Jurnal Komunikasi dan Bahasa Vol. 7 No. 1 (2026): NIVEDANA : Jurnal Komunikasi dan Bahasa
Publisher : Sekolah Tinggi Agama Buddha Negeri Raden Wijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53565/nivedana.v7i1.2327

Abstract

Drug abuse remains a serious problem in Indonesia, especially among adolescents and young adults, making effective prevention strategies necessary. This study aims to understand the role of Public Relations unit of BNNK Sukabumi in designing and implementing drug prevention campaigns through Instagram. The research method uses a descriptive qualitative approach, with data collected through participant observation, interviews, and literature study. The results show that the Public Relations unit of BNNK Sukabumi has carried out strategic messages in accordance with the Excellence in Public Relations model. The PR unit does not only disseminate information, but also designs content, maintains ethics and social responsibility, and builds two-way communication with the public through Instagram.
PENERAPAN KERANGKA POACE DALAM INSTRUKSI KERJA PENGELOLAAN KONTEN INSTAGRAM: STUDI KASUS BUKA PROJECT Salman Salman Adhyaksa; Bayu Suriaatmaja Suwanda
NIVEDANA : Jurnal Komunikasi dan Bahasa Vol. 7 No. 2 (2026): NIVEDANA : Jurnal Komunikasi dan Bahasa
Publisher : Sekolah Tinggi Agama Buddha Negeri Raden Wijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53565/nivedana.v7i2.2329

Abstract

Pertumbuhan media digital mendorong organisasi kreatif untuk mengembangkan sistem pengelolaan konten yang lebih terstruktur, terukur, dan responsif terhadap perubahan perilaku audiens. Dalam konteks persaingan yang semakin ketat, strategi pengelolaan konten tidak dapat lagi mengandalkan intuisi semata, tetapi membutuhkan instruksi kerja yang lebih jelas dan terarah agar setiap tahap produksi berjalan efektif serta sesuai dengan tujuan komunikasi yang telah ditetapkan. Penelitian ini bertujuan menganalisis penerapan kerangka POACE (Planning, Organizing, Actuating, Controlling, Evaluating) dalam instruksi kerja Social Media Officer (SMO) di Buka Project, sebuah agensi kreatif yang berfokus pada produksi konten digital. Metode penelitian menggunakan pendekatan kualitatif deskriptif dengan desain studi kasus melalui observasi partisipatif, wawancara informal dengan beberapa anggota tim, dan analisis dokumen yang dikumpulkan selama empat bulan masa magang. Hasil penelitian menunjukkan bahwa POACE membantu meningkatkan kualitas konten melalui standarisasi alur kerja, memperkuat koordinasi antardivisi, dan memastikan konsistensi gaya visual maupun frekuensi unggahan. Selain itu, instruksi kerja berbasis POACE mendukung pengambilan keputusan yang lebih cepat dan tepat dalam situasi produksi yang dinamis serta menuntut adaptasi. Proses evaluasi bulanan menghasilkan siklus pembelajaran berkelanjutan yang memungkinkan peningkatan strategi konten secara terus-menerus. Temuan ini memperluas pemahaman mengenai implementasi POACE dalam industri kreatif yang membutuhkan fleksibilitas tinggi, serta memberikan implikasi praktis bagi pengembangan manajemen konten media sosial pada berbagai agensi digital.
STRATEGI KONTEN DIGITAL MARKETING FUNNEL PADA AKUN INTAGRAM FANDIEGO TRAVEL: Strategi Marketing Akun Instagram Lutvia Widya Putri; Leonard Dharmawan; Diadji Kuntoro
NIVEDANA : Jurnal Komunikasi dan Bahasa Vol. 7 No. 2 (2026): NIVEDANA : Jurnal Komunikasi dan Bahasa
Publisher : Sekolah Tinggi Agama Buddha Negeri Raden Wijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53565/nivedana.v7i2.2330

Abstract

Media sosial menjadi sarana penting dalam strategi digital marketing, termasuk pada sektor travel umroh yang memerlukan pendekatan komunikasi persuasif dan berkelanjutan. Penelitian ini bertujuan menganalisis penerapan strategi konten digital marketing funnel pada akun Instagram Fandiego Travel dalam upaya meningkatkan keterlibatan audiens dan mendorong keputusan pembelian paket umroh. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik partisipasi aktif selama kegiatan magang, observasi konten Instagram, wawancara dengan tim kreatif, serta studi literatur. Analisis dilakukan berdasarkan tahapan marketing funnel yang dikaitkan dengan model AIDA/AID-K, meliputi awareness, consideration, conversion, loyalty, dan advocacy. Hasil penelitian menunjukkan bahwa sebelum penerapan funnel secara terstruktur, konten Fandiego Travel cenderung berfokus pada hard selling dan tren, sehingga respons audiens belum konsisten. Setelah strategi funnel diterapkan, konten disusun lebih sistematis sesuai tahapan audiens, dimulai dari kolaborasi tokoh agama dan iklan pada tahap awareness, konten edukatif, storytelling, serta testimoni pada tahap consideration, promo kontekstual dan call to action pada tahap conversion, hingga konten pasca keberangkatan untuk menjaga loyalitas dan mendorong advocacy. Strategi ini terbukti mampu meningkatkan kestabilan keterlibatan audiens serta mendukung peningkatan penjualan paket umroh.
IMPLEMENTASI AIDA DALAM PEMBUATAN KONTEN MEDIA SOSIAL HYUNDAI GOWA UNTUK MENINGKATKAN BRAND AWARENESS Taqiya Muhtadiya; Abung Supama Wijaya
NIVEDANA : Jurnal Komunikasi dan Bahasa Vol. 7 No. 3 (2026): NIVEDANA : Jurnal Komunikasi dan Bahasa
Publisher : Sekolah Tinggi Agama Buddha Negeri Raden Wijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53565/nivedana.v7i3.2331

Abstract

Penelitian ini menganalisis penerapan model AIDA (Attention, Interest, Desire, Action) dalam strategi konten media sosial Hyundai Gowa untuk meningkatkan brand awareness. Dengan menggunakan pendekatan kualitatif melalui observasi, wawancara, dan partisipasi selama magang di PT. Gowa Modern Motor, penelitian ini menemukan bahwa tim konten Hyundai Gowa menerapkan alur kerja terstruktur mulai dari perencanaan hingga publikasi. Model AIDA tercermin melalui visual dan hook yang menarik (Attention), konten berbasis tren (Interest), penekanan pada keunggulan produk (Desire), serta ajakan bertindak yang persuasif (Action). Hasilnya menunjukkan bahwa penerapan model AIDA secara efektif meningkatkan engagement media sosial dan brand awareness Hyundai Gowa. Kata Kunci: AIDA, konten media sosial, kesadaran merek, strategi pemasaran digital, Hyundai Gowa
FRAMING PEMBERITAAN MEDIA ONLINE KOMPAS.COM TERKAIT ISU PERTAMBANGAN DI RAJA AMPAT Ariel Kevin; Teguh Patriantoro
NIVEDANA : Jurnal Komunikasi dan Bahasa Vol. 7 No. 2 (2026): NIVEDANA : Jurnal Komunikasi dan Bahasa
Publisher : Sekolah Tinggi Agama Buddha Negeri Raden Wijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53565/nivedana.v7i2.2336

Abstract

Penelitian memiliki tujuan untuk mengkaji Kompas.com dalam membingkai berita isu pertambangan di Raja Ampat, Papua Barat, dengan menggunakan Kajian memanfaatkan model framing Robert N. Entman. Penelitian dilakukan melalui pendekatan kualitatif deskriptif dengan bertumpu pada teori konstruksi sosial Berger dan Luckmann, dan didukung oleh konsep agenda setting dari McCombs dan Shaw Data diperoleh dari lima artikel berita Kompas.com yang terbit pada periode 1–15 Juni 2025. Hasil penelitian Kompas.com membingkai aktivitas pertambangan di Raja Ampat sebagai krisis lingkungan dan ancaman bagi masyarakat adat dibandingkan sebagai peluang ekonomi. Media Kompas memberi perhatian besar pada isu pelestarian lingkungan, perlindungan hak-hak masyarakat adat, dan tanggung jawab pemerintah dalam menegakkan aturan terkait ekologi. Kompas.com membentuk pemberitaan yang condong pada kepentingan lingkungan, dengan menekankan pentingnya pembangunan berkelanjutan dan prinsip keadilan ekologis.
THE IMPLEMENTATION PROCESS OF EVENT MARKETING AT INDONESIA DESIGN DISTRICT BY AGUNG SEDAYU GROUP Muhamad Rafqi Syafrial Fazri
NIVEDANA : Jurnal Komunikasi dan Bahasa Vol. 7 No. 2 (2026): NIVEDANA : Jurnal Komunikasi dan Bahasa
Publisher : Sekolah Tinggi Agama Buddha Negeri Raden Wijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53565/nivedana.v7i2.2340

Abstract

The current business environment is becoming increasingly competitive, requiring companies to adopt marketing strategies that emphasize customer experience and direct engagement. Event marketing is an important approach because it effectively enhances brand experience, strengthens brand awareness, and encourages customer engagement. This study examines the implementation of event marketing at the Indonesia Design District (IDD), developed by the Agung Sedayu Group, as a strategic platform to promote collaboration within the creative industry, showcase tenant products, and strengthen IDD’s identity as a national design hub. Data were collected through observation, interviews, and a literature review to analyze the processes and challenges in implementing event marketing. Event marketing at IDD is executed through five structured stages: research, design, planning, coordination, and evaluation. The challenges arise from external and internal uncertainties that require flexible adaptation. Overall, effective coordination, data-driven planning, and continuous evaluation are key factors contributing to the successful execution of event marketing at IDD.
BLUSHED! MAKE-UP AND SONG NARATIVE CONHERENCE IN THE MUSIC VIDEOS OF TAYLOR SWIFT AND OLIVIO RODRIGO Siti Mustaghatsah Birahmatika; Deswita Ayu Nabilah; Luluk Suparwati
NIVEDANA : Jurnal Komunikasi dan Bahasa Vol. 7 No. 3 (2026): NIVEDANA : Jurnal Komunikasi dan Bahasa
Publisher : Sekolah Tinggi Agama Buddha Negeri Raden Wijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53565/nivedana.v7i3.2526

Abstract

This study explores the role of make-up as a narrative device in the music videos of Taylor Swift and Olivia Rodrigo, emphasizing its contribution to narrative coherence within Walter Fisher’s Narrative Paradigm framework. Using a qualitative descriptive approach and multimodal discourse analysis, the research examines how make-up interacts with lyrics, visuals, and emotional tone to construct structural, material, and characterological coherence. The findings reveal that make-up functions not merely as an aesthetic element but as a visual code that reinforces emotional authenticity, character transformation, and thematic unity. In Taylor Swift’s videos, make-up signifies shifts in identity, emotion, and empowerment, while in Olivia Rodrigo’s works, it mirrors emotional evolution and self-awareness. Through this interplay, make-up emerges as a key multimodal element that bridges visual aesthetics and narrative meaning, enhancing audience engagement and sustaining coherence in contemporary pop music storytelling. Building on these insights, future research could further explore the symbolic and cultural dimensions of make-up across visual media, examining how make-up, costume, and lighting shape identity representation, emotional expression, and social commentary in digital and participatory environments.
RECEPTION ANALYSIS OF HORROR GAME CONTENT ON THE WINDAH BASUDARA YOUTUBE CHANNEL Intan Dwi Suryani; Andika Sanjaya
NIVEDANA : Jurnal Komunikasi dan Bahasa Vol. 7 No. 3 (2026): NIVEDANA : Jurnal Komunikasi dan Bahasa
Publisher : Sekolah Tinggi Agama Buddha Negeri Raden Wijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53565/nivedana.v7i3.2579

Abstract

This study aims to analyze audience acceptance of horror games on Windah Basudara's YouTube channel with a qualitative approach and using Stuart Hall's recipe theory. Using interview techniques, this study explores many aspects of interpretation, the influence of creator delivery behavior, and sociopsychological aspects that influence interpretation. The results of the study show that audiences interpret the content in a variety of ways - there are dominant responses to resistance, mostly influenced by their personal experiences, culture, and the social context that surrounds them. Windah Basudara's expressive and interactive content delivery style also has an impact on the viewing experience and interpretation that varies for each individual. This study makes an important contribution in examining the interaction of digital media with emotional, interactive and contemporary content, on the one hand, and responds to the dynamics of rapid comparison of influences on content creation on audiences in the digital era.
TRANSFORMASI INDUSTRI MEDIA: ANALISIS STRUCTURE–CONDUCT–PERFORMANCE (SCP) PT SURYA CITRA MEDIA Mahbub Ubaedi Alwi
NIVEDANA : Jurnal Komunikasi dan Bahasa Vol. 7 No. 2 (2026): NIVEDANA : Jurnal Komunikasi dan Bahasa
Publisher : Sekolah Tinggi Agama Buddha Negeri Raden Wijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53565/nivedana.v7i2.2590

Abstract

The Indonesian media industry has undergone significant transformation driven by digitalization, market convergence, and regulatory change.These dynamics have reshaped market structure, corporate strategies, and economic performance, particularly among large media groups. This research investigates how these transformations occur by conducting a qualitative analysis based on the Structure–Conduct–Performance framework. It highlights PT Surya Citra Media Tbk as a case study representing leading media companies in Indonesia. The research uses a qualitative case study approach based on documents, utilizing annual reports, financial statements, and important policy documents from 2019 until the third quarter of 2025. Data are examined in an interpretive manner to track changes in ownership structure, strategic actions, and financial performance as time progresses. The results suggest that higher ownership concentration enhances strategic control and supports long-term investment decisions, especially in digital platforms and high-quality content. Corporate activity shows a gradual transition from depending on free-to-air television to a mixed business model that merges traditional broadcasting with digital services. Financial performance shows notable fluctuation, suggesting that short-term profitability pressures are closely linked to phases of investment and business model transformation rather than operational decline. This research illustrates that the Structure–Conduct–Performance paradigm continues to be relevant for examining modern media businesses, contingent upon a dynamic understanding of the interrelationships among its aspects. This study confirms the relevance of the Structure–Conduct–Performance framework for analyzing media industry transformation in the digital era, while contributing to media economics research and public understanding of the implications of ownership concentration and media transformation for industry governance and the information sphere.
Defeated Heroes: The Representation of Women in the Film Women from Rote Island Namira Choirani Fajri; Nonny Rulisty Putri Sutikno
NIVEDANA : Jurnal Komunikasi dan Bahasa Vol. 7 No. 3 (2026): NIVEDANA : Jurnal Komunikasi dan Bahasa
Publisher : Sekolah Tinggi Agama Buddha Negeri Raden Wijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53565/nivedana.v7i3.2598

Abstract

This study aims to analyze the representation of women in the film "Women from Rote Island" through Todorov's narrative structure approach. The film depicts the persistent gender injustice experienced by the female characters, never achieving balance. This study uses narrative analysis with Todorov's theory to identify the characters' journeys in the film. Data were collected from scenes and dialogues that represent gender injustice and women's resistance efforts. The analysis was conducted by highlighting how the film depicts a recurring cycle of violence and powerlessness. The results show that the main characters, Bertha, Martha, and Orpah, never manage to escape the cycle of oppression. Bertha, who attempts to seek justice for her sister, ends in a tragic death. Martha becomes another victim of sexual violence, while Orpah is trapped in an oppressive power relationship. The film emphasizes that patriarchal domination not only limits women's freedom of movement but also destroys any resistance they may make. This study concludes that "Women from Rote Island" represents women as defeated heroes. The women's defeat is not due to a lack of courage, but rather to a system that structurally places them in a subordinate position.

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