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UPT Publikasi Ilmiah, Universitas Islam Bandung. Jl. Tamansari No. 20, Bandung 40116, Indonesia, Tlp +62 22 420 3368, +62 22 426 3895 ext. 6891
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Bandung Conference Series: Communication Management
Published by Universitas Islam Bandung
ISSN : -     EISSN : 28282183     DOI : https://doi.org/10.29313/bcscm.v2i2
Core Subject : Humanities, Education, Social,
Humanities Languange, Linguistic, Communication & Media Social Sciences
Bandung Conference Series: Communication Management (BCSCM) menerbitkan artikel penelitian akademik tentang kajian teoritis dan terapan serta berfokus pada Manajemen Komunikasi dengan ruang lingkup diantaranya adalah Awareness, Brand equity, Brand Image, Connecting Community Building, Content Creation, Content Sharing, Daya Tarik Iklan, Drama Televisi, Event, Gaya Hidup, Interior Display, Jingle, Kampanye, Keputusan Pembelian, Keterikatan Pelanggan, Komunikasi antar pribadi, Komunikasi Pemasaran, Konsep Diri, Kredibilitas Komunikator, Kualitas Pelayanan, Literasi Media, Loyalitas Konsumen Manajemen branding, Media Sosial, Minat Beli Konsumen, Online Review, Pemasaran Konten, Penjualan produk, Persepsi Budaya, Personal Branding, Promosi online, Sikap, Store Atmospheredan Layout, Tagline, Terpaan Media, Tindakan Membeli, Transportasi Online, Ujaran Kebencian, Website, Word of Mouth. Prosiding ini diterbitkan oleh UPT Publikasi Ilmiah Unisba. Artikel yang dikirimkan ke prosiding ini akan diproses secara online dan menggunakan double blind review minimal oleh dua orang mitra bebestari.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 1 Documents
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Search results for , issue "493 - 502" : 1 Documents clear
Humanizing Representative Audio Communication: Pemaknaan Voice Over Talent dalam Menghadapi Tantangan Artificial Intelligence (AI) pada Praktik Voice Over Iklan Sharla Dwidita Azzahra; Andalusia Neneng Permatasari
Bandung Conference Series: Communication Management 493 - 502
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v6i2.25520

Abstract

The development of Artificial Intelligence (AI) has brought major changes to the creative industry, including advertising voice over practices. Synthetic voice technology, voice cloning, and automated voice systems are now able to imitate human vocal characteristics, creating both opportunities and challenges for the Voice Over Talent profession. This article aims to discuss how Voice Over Talent interprets representative audio communication in advertising voice over practices amid the development of AI. This study is based on qualitative research using Alfred Schutz’s phenomenological approach, which positions the subjective experiences of Voice Over Talent as the basis of meaning-making. The findings show that Voice Over Talent does not merely function as a script reader, but also as an audio communicator who interprets the brief, builds vocal character, processes emotion, adjusts messages to the audience, and represents brand identity. In the era of AI, Voice Over Talent faces the challenge of the possible replacement of certain voice-related work by technology. However, human feeling, soul, interpretation, spontaneity, cultural experience, and emotional embodiment remain essential aspects that are difficult for machines to replace. This article relates these findings to the spirit of the Sustainable Development Goals (SDGs), particularly decent work in the creative industry, and ethical technological innovation.   Perkembangan Artificial Intelligence (AI) membawa perubahan besar dalam industri kreatif, termasuk praktik voice over iklan. Teknologi suara sintetis, voice cloning, dan sistem suara otomatis mampu meniru karakter suara manusia, sehingga menghadirkan peluang sekaligus tantangan bagi profesi Voice Over Talent. Artikel ini bertujuan membahas pemaknaan Voice Over Talent terhadap komunikasi audio representatif dalam praktik voice over iklan di tengah perkembangan AI. Kajian ini berangkat dari penelitian kualitatif dengan pendekatan fenomenologi Alfred Schutz yang menempatkan pengalaman subjektif Voice Over Talent sebagai dasar pemaknaan. Hasil pembahasan menunjukkan bahwa Voice Over Talent tidak hanya berperan sebagai pembaca script, tetapi juga sebagai komunikator audio yang menafsirkan brief, membangun karakter suara, mengolah emosi, menyesuaikan pesan dengan audience, serta merepresentasikan identitas brand. Di era AI, Voice Over Talent menghadapi tantangan berupa kemungkinan tergantikannya sebagian pekerjaan suara oleh teknologi. Namun, unsur rasa, jiwa, interpretasi, spontanitas, pengalaman budaya, dan penghayatan manusia tetap menjadi aspek penting yang sulit digantikan mesin. Artikel ini mengaitkan temuan tersebut dengan semangat Sustainable Development Goals (SDGs), khususnya pekerjaan layak di industri kreatif, dan inovasi teknologi beretika.

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