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Scriptura: Jurnal Ilmiah Komunikasi
Published by Universitas Kristen Petra Surabaya
ISSN : 1978385X     EISSN : 26554968     DOI : https://doi.org/10.9744/scriptura
Core Subject : Education,
Languange, Linguistic, Communication & Media
Jurnal Ilmiah Scriptura is published biannually, in January and July, by Petra Christian University. Jurnal Ilmiah Scriptura aims to promote a comprehensive approach to communication incorporating viewpoints of different disciplines, strengthen academic exchange with other institutions, and encourage scientist, practicing engineers, and others to conduct research and other similar activities. Jurnal Ilmiah Scriptura welcomes papers with the above aims and scopes. The editorial board decides papers to be published in Scriptura after review by reviewers appointed by the board. Authors will be advised of reviewers comments and suggestions.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 118 Documents
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Adaptive and Innovative Behavior of Public Relations Officers During the COVID-19 Crisis: Formulating the 5C Model Dani Vardiansyah; Santi Delliana; Lidya Wati Evelina; Erna Febriani
Scriptura Vol. 15 No. 2 (2025): DECEMBER 2025
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/scriptura.15.2.%p

Abstract

The Covid-19 pandemic disrupted the operational stability of businesses across sectors, forcing Public Relations Officers (PROs) to adapt and innovate rapidly to sustain organizational resilience. This study investigates PRO behavior within organizations ranging from micro, small, and medium enterprises (MSMEs) to national-level institutions, focusing on how communication practitioners navigated crisis-induced uncertainty. Informants were purposively selected PROs who directly managed organizational communication during the pandemic, and data were gathered through in-depth interviews conducted between 2021 and 2022. The urgency of this study lies in the limited empirical documentation of PRO behavioral patterns across organizational scales during COVID-19, despite the pandemic serving as a stress test for crisis communication capacity. Using a postpositivist paradigm and qualitative case study approach, this research employed the Kübler-Ross Change Curve as an analytical indicator to map adaptive and innovative responses. Findings reveal seven behavioral phases: shock, denial, frustration, depression, experiment, innovation decision, and integration; supported by five strategic endeavors: alignment building, communication enhancement, motivation ignition, capability development, and knowledge sharing. The study offers conceptual novelty through the proposed 5C Formula for Adaptation and Innovation, in which changing the paradigm and creating new habits represent adaptive stages. At the same time, creative approaches, channel optimization, and collaborative agreements constitute the innovation stages. This formula contributes an integrative framework for understanding PRO crisis behavior and offers practical guidance for future organizational communication strategies in prolonged disruptive conditions.
Strategi Brand Activation Philips Lighting: Menciptakan Pengalaman Berkesan di Pesta Warga Devi Cristina Pandowo; Vanessa Yusuf; Mendy Hosana Malkisedek
Scriptura Vol. 15 No. 2 (2025): DECEMBER 2025
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/scriptura.15.2.%p

Abstract

Lampu telah mengalami evolusi fundamental, beralih dari teknologi pijar konvensional ke teknologi LED yang inovatif dan efisien energi. Lonjakan kebutuhan akan pencahayaan modern seiring dengan meningkatnya konsumsi listrik memunculkan urgensi bagi produsen seperti Philips Lighting untuk tidak hanya berinovasi, tetapi juga aktif mengkomunikasikan keunggulan produk hemat energi mereka. Penelitian ini bertujuan untuk menganalisis strategi aktivasi merek yang dilakukan oleh Philips Lighting melalui acara komunitas Pesta Warga dan dampaknya terhadap peningkatan kesadaran merek. Metode yang digunakan adalah analisis kualitatif deskriptif, mengandalkan data dari observasi partisipatif, wawancara mendalam, dan studi dokumentasi. Kerangka teoritis utama yang diterapkan dalam penelitian ini adalah komunikasi pemasaran terpadu dan elemen-elemennya yang disinergikan dengan Event Marketing. Hasil penelitian menunjukkan bahwa Philips Lighting berhasil menerapkan strategi aktivasi merek yang komprehensif, ditandai dengan koordinasi sinergis dari elemen-elemen IMC. Implementasi aktivasi ini berfokus pada penciptaan pengalaman interaktif dan edukatif (Direct Marketing Activation) melalui booth yang mensimulasikan penggunaan produk di rumah, serta didukung oleh promosi penjualan dan pemanfaatan Key Opinion Leader (KOL) di media sosial (Public Relations dan Digital Marketing). Penelitian ini menunjukkan bahwa strategi event marketing Philips yang terintegrasi penuh dalam IMC mampu menciptakan brand experience yang berkesan bagi target audience, sehingga pada akhirnya secara signifikan meningkatkan brand awareness dan diferensiasi Philips di segmen pasar keluarga muda.
Impression Management Strategy Through Emotional Expression of 2024 Presidential Candidates on the KPU RI YouTube Channel Neysa Muardi; Inri Inggrit Indrayani; Astri Yogatama
Scriptura Vol. 15 No. 2 (2025): DECEMBER 2025
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/scriptura.15.2.140-152

Abstract

This research aims to analyze the impression management strategies of the three 2024 Presidential Candidates in the third Presidential debate as seen from nonverbal language, namely microexpressions (facial expressions) and gestures. The third debate held by the Indonesian KPU was held on January 7, 2024. The third debate raised the topics of protection, international relations, security, foreign policy, geopolitics, and globalization. The Presidential Candidate Debate aims to make it easier for the public to understand the vision, mission, and work program of each Presidential Candidate. Therefore, it is necessary to analyze the impression conveyed and the nonverbal language used by each candidate in front of the public to build a positive image. This research uses quantitative descriptive content analysis. Measurements regarding impression management strategies are carried out by looking at emotional behavior (Johnson et al., 2016), gestures (Eunson, 2015), microexpressions (Dubey & Singh, 2019), gestures, and microexpressions of pride and interest (Sauter, 2017) Regarding the data results, this research has eliminated strategies for implementing impression management. This research found that the three 2024 Presidential Candidates in the third debate showed the most ingratiation impression management strategy which was also paired with other strategies such as Anies Baswedan showing ingratiation – self-promotion, Prabowo Subianto showing ingratiation – intimidation, and Ganjar Pranowo showing ingratiation – exemplification.
The Fashion Semiotics of 2024 Indonesian President and Vice President Candidates in Mass Media Erica Rachel Budianto
Scriptura Vol. 16 No. 1 (2026): JULY 2026
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/scriptura.16.1.53-68

Abstract

Fashion can function as a political communication tool by shaping public perceptions of political figures through mass media. This study systematically investigates the fashion semiotics of all presidential and vice-presidential candidates featured in Indonesian mass media during the 2024 Indonesian Presidential Election campaign. It aims to examine how clothing choices communicate implicit meanings and function as visual strategies for constructing political identities, populist images, and connections with voters. Employing a qualitative research approach, the study explores the diversity of fashion representations and interprets their meanings through descriptive analysis. Roland Barthes’ semiotic theory and a visual culture framework are applied to analyze the denotative, connotative, and ideological meanings embedded in candidates’ clothing, including styles, colors, and visual appearances. The study focuses comparatively on all three presidential and vice presidential candidate pairs to identify similarities and differences in their use of fashion as political communication. Its novelty lies in moving beyond previous candidate-specific studies by providing a comparative semiotic analysis of fashion across all competing candidate pairs in the 2024 election. The study contributes to study on fashion, semiotics, visual culture, and political communication by demonstrating how clothing operates as a strategic visual resource in contemporary populist electoral discourse.
Representasi Perlawanan Perempuan Terhadap Budaya Patriarkal pada Film Marlina Si Pembunuh dalam Empat Babak (2017) Laura Sharon; Marsefio Sevyone Luhukay
Scriptura Vol. 16 No. 1 (2026): JULY 2026
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/scriptura.16.1.1-12

Abstract

Film sebagai medium komunikasi massa memiliki peran strategis dalam merepresentasikan isu-isu sosial, termasuk realitas ketimpangan gender dan budaya patriarkal. Di Indonesia, kasus kekerasan terhadap perempuan yang terus meningkat menjadi cerminan dari menguatnya dominasi patriarki dalam berbagai sendi kehidupan. Penelitian ini bertujuan untuk mengeksplorasi dan menganalisis bagaimana perlawanan terhadap budaya patriarkal direpresentasikan melalui tokoh utama dalam film Marlina Si Pembunuh dalam Empat Babak (2017) karya Mouly Surya. Menggunakan pendekatan kualitatif dengan metode analisis semiotika Roland Barthes, penelitian ini mengkaji adegan-adegan yang merepresentasikan bentuk-bentuk penindasan dan perlawanan perempuan. Hasil penelitian menunjukkan bahwa perlawanan perempuan dalam film ini direpresentasikan dalam empat bentuk utama: perlawanan terhadap stereotip gender yang membatasi peran perempuan, perlawanan terhadap subordinasi melalui penolakan terhadap posisi inferior, perlawanan terhadap objektifikasi tubuh perempuan sebagai objek seksual, serta perlawanan terhadap pelecehan seksual yang diwujudkan dalam tindakan fisik dan psikologis. Representasi perlawanan ini tidak hanya menjadi narasi fiksi, tetapi juga kritik sosial terhadap realitas budaya patriarkal yang masih kuat di masyarakat, khususnya di wilayah Sumba Timur.
Which One is More Preferable for Gen Z: TikTok or WhatsApp for Disaster Public Communication Suko Widodo
Scriptura Vol. 16 No. 1 (2026): JULY 2026
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/scriptura.16.1.27-39

Abstract

Indonesia is one of the world's most disaster-prone countries, making effective digital disaster communication essential, particularly for Generation Z, who rely heavily on social media as their primary source of information. This study aims to examine the preferences of Indonesian Generation Z in using TikTok and WhatsApp for disaster public communication and to identify the communication characteristics that make each platform effective. A qualitative approach was employed using six Focus Group Discussions involving 48 university students in Surabaya. Data were analyzed through thematic analysis to identify recurring patterns related to perceived urgency, message clarity, interactivity, and information shareability. The findings indicate that WhatsApp is perceived as the most effective platform for disseminating urgent disaster warnings due to its immediacy, trusted interpersonal networks, and rapid message delivery. In contrast, TikTok is preferred for providing explanatory, engaging, and memorable disaster information through visual storytelling and interactive features. Rather than favoring a single platform, participants consistently advocated a hybrid communication strategy that combines WhatsApp for initial emergency alerts and TikTok for subsequent educational and persuasive communication. This study contributes to disaster communication research by proposing a hybrid platform model that aligns with Generation Z's digital communication practices and offers practical implications for disaster management agencies in designing more effective digital public communication strategies.
Pengembangan dan Analisis Strategi Retorika AI Chatbot dalam Persuasi Investasi Gen-Z: Multiple Case Study pada Perbankan Indonesia Lady Joanne Tjahyana
Scriptura Vol. 16 No. 1 (2026): JULY 2026
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/scriptura.16.1.13-26

Abstract

Integrasi teknologi AI chatbot dalam sistem perbankan sedang menghadapi tantangan yaitu bagaimana mempersuasi Generasi Z (Gen-Z) untuk berinvestasi di tengah ketidakpastian akibat krisis geopolitik dan krisis keamanan transaksi digital. Penelitian ini bertujuan menganalisis penggunaan strategi retorika klasik yaitu ethos, pathos, dan logos dalam pengembangan AI chatbot untuk mempersuasi  Gen-Z agar tetap berinvestasi secara bijak. Melalui metode multiple study case, sebanyak dua puluh AI chatbot dikembangkan mewakili empat bank nasional yang mencakup bank tradisional dan bank digital. Data diperoleh dari empat ratus sesi percakapan yang dianalisis menggunakan teknik pattern matching, logika replikasi, dan sintesis lintas kasus. Hasil penelitian menunjukkan strategi logos mendominasi tema edukasi untuk menjelaskan konsep investasi yang rumit. Sementara itu, strategi ethos dilakukan untuk membangun kredibilitas melalui referensi otoritas resmi dan lebih menonjol digunakan pada AI chatbot bank tradisional. Sedangkan strategi pathos digunakan untuk menenangkan Gen-Z saat krisis, serta untuk melakukan pendekatan emosional. Strategi logos dan pathos lebih dominan ditemukan pada AI chatbot bank digital. Gaya  friendly terbukti meningkatkan engagement, namun gaya formal tetap dibutuhkan untuk membangun kepercayaan terhadap rekomendasi investasi. Penelitian ini menyimpulkan bahwa adaptive mixed style merupakan strategi paling efektif untuk mempersuasi dan mengedukasi Gen-Z di tengah krisis yang terjadi saat ini.
The Indonesia’s Public’s Level of Knowledge Regarding Messages About the Labuan Bajo Super Priority Tourism Destination Angela Tiffany; Felicia Goenawan
Scriptura Vol. 16 No. 1 (2026): JULY 2026
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/scriptura.16.1.40-52

Abstract

Tourism destination messages have an important role in introducing the identity, potential and values ​​of a tourist location to the public. In the process, the message can be conveyed through various media, and it is necessary to see the level of public knowledge of the message. Labuan Bajo as one of the Super Priority Tourism Destinations (DPSP) designated by the government has a tourism message that focuses on marine tourism, conservation and culture. This research was conducted to determine the level of public knowledge of these three messages using the level of knowledge theory which is divided into 3 types, namely, Declarative knowledge, Procedural Knowledge, and Self-Regulatory Knowledge. This research uses a descriptive quantitative approach and an online survey method which was distributed to 400 respondents (Indonesian people) who had never visited Labuan Bajo. The results show that Indonesian people have the highest level of knowledge regarding the Labuan Bajo tourism destination message, especially in Declarative Knowledge, and lower in the Procedural Knowledge indicator. Thus, it can be concluded that the Indonesian people who participated in this research have higher knowledge of information than procedural knowledge. These findings imply that tourism communication should not only emphasize information but also provide more practical and experience-oriented messages that help potential visitors understand how to engage with the destination. Strengthening procedural knowledge through digital campaigns, storytelling, and interactive tourism content may enhance destination awareness and encourage future visitation.

Page 12 of 12 | Total Record : 118

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