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Jandy Luik
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puslit@petra.ac.id
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joce@petra.ac.id
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INDONESIA
Journal of Content and Engagement
Published by Universitas Kristen Petra Surabaya
ISSN : -     EISSN : 29876745     DOI : https://doi.org/10.974/joce
Core Subject : Social,
Social Sciences
1. the content and engagement aspects of communication in different levels and contexts such as interpersonal communication, group communication, organisational communication, new media communication, mass communication, corporate communication, among others; 2. the processes and strategies of communication that resulted in context-specific content and engagement; and, 3. the analysis of different socio-cultural contexts of media content production, distribution, usage, and engagement. 4. Novel and emerging approaches in understanding content of communication (mediated and face-to-face) and its effects.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 5 Documents
 1 
Search results for , issue "Vol 3 Issue 3 (2025): December 2025" : 5 Documents clear
The Effectiveness of Song Hye-kyo as a Brand Ambassador for Collagena among the Indonesian Public Evania Christiyanto; Lady Joanne Tjahyana; Felicia Goenawan
Journal of Content and Engagement Vol 3 Issue 3 (2025): December 2025
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.3.3.242-262

Abstract

Collagena is the first collagen milk brand in Indonesia, produced by PT Mayora Indah Tbk. To support its marketing public relations strategy, the company appointed South Korean actress Song Hye-kyo as its brand ambassador, leveraging her youthful image and strong public appeal. This study aims to examine the effectiveness of Song Hye-kyo as the brand ambassador for Collagena in Indonesia. A quantitative method was employed through a survey distributed to 400 respondents using Google Forms. The data were measured using a Likert scale and analyzed descriptively. The study adopts the VisCAP theory, which includes visibility, credibility, attraction, and power, to assess ambassador effectiveness. The findings reveal high effectiveness across all indicators, with power emerging as the strongest dimension and credibility as the least, though still favorable. Generational analysis indicates that Generation Z responds most to power, Millennials to attraction, and Generation X to visibility. These results highlight the alignment between Song Hye-kyo’s persona and Collagena’s brand image, demonstrating her significant role in enhancing marketing public relations efforts. The study offers valuable insights for practitioners seeking to optimize brand ambassador selection in marketing communication strategies.
Representation of Social Inequality in the Film “Wicked”: Reconfiguring Power Through Fantasy — a Semiotic Reading. Sherlynn Yuwono; Jandy Edipson Luik; Fanny Lesmana
Journal of Content and Engagement Vol 3 Issue 3 (2025): December 2025
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.3.3.222-241

Abstract

This paper explores the representation of social inequality in Wicked (2024), a fantasy musical film directed by Jon M. Chu, using John Fiske’s semiotic approach. Set in the fictional Kingdom of Oz, Wicked offers more than visual spectacle; it is a profound allegory that critiques hegemonic power, class stratification, and systemic marginalization. Through qualitative analysis, this study dissects the film’s signs—costume design, spatial hierarchies, character interactions, and narrative structures—to expose how social disparities are not only depicted but ideologically constructed. Utilizing John Fiske’s semiotic approach, this study aims to uncover how the film, as a subject, conveys objects in the form of signs that reproduce social inequality. The findings reveal that Wicked employs costume design and set aesthetics as semiotic codes to construct the image of hegemony, thereby reinforcing class disparity. Furthermore, the study concludes that the film underscores a critical message: it is not the distinction between right and wrong that determines one’s life trajectory, but rather the possession of power. The unequal access to truth and narrative voice ultimately strengthens the social divide within the film’s storyline—mirroring broader societal realities.
Phenomenological Study of The Deaf Community in Sign Language and The Meaning Construction By Alfred Schultz Teguh Hidayatul Rachmad; Yohanes Probo Dwisasongko
Journal of Content and Engagement Vol 3 Issue 3 (2025): December 2025
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.3.3.206-221

Abstract

Every event that presents itself in society and shapes a habit is a way that can be brought forth to draw a meaning. Through the actions carried out by those who have hearing limitations, especially the deaf, their ways and actions make interpersonal communication forms intriguing to be deeply examined. With all their forms and limitations, spaces of communication always manifest and are given their meanings. The way the deaf community communicates, whether through sign language or alternative methods, highlights the richness of their social interactions and the unique construction of meaning that occurs in these interactions. Meaning in this context is not fixed, but rather fluid and dynamic, shaped by both individual and collective experiences. According to Alfred Schutz's phenomenological approach, meaning is a process that emerges from individuals’ lived experiences and their interactions with others. It is something that adapts to the conditions and contexts in which it is embedded. Schutz’s concept of “meaning construction” emphasizes that meaning is not only a subjective experience but also a social one, grounded in shared understanding.
Crisis Communication in the Eviction of Street Vendors in the Puncak Bogor Area : Application of the Nine Elements of Journalism in Kumparan.com Coverage Aditya Kurniawan
Journal of Content and Engagement Vol 3 Issue 3 (2025): December 2025
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.3.3.189-205

Abstract

Urban street vendor evictions frequently generate social tension in developing countries, particularly where informal economies intersect with state-led spatial governance. This study examines crisis communication practices in digital journalism through an analysis of Kumparan.com’s coverage of street vendor evictions in the Puncak area of Bogor, Indonesia. Using a qualitative content analysis approach, the research investigates how media framing, agenda-setting mechanisms, and the nine elements of journalism are applied in reporting policy-driven social conflict. Data were collected from ten news articles published between June and July 2024, supplemented by audience comment observation and in-depth interviews with Kumparan.com readers. The findings reveal that while Kumparan.com presents multiple perspectives and demonstrates adherence to journalistic principles such as verification and watchdog functions, inconsistencies persist in maintaining editorial independence and balanced representation of marginalized street vendors. Government narratives tend to receive greater prominence, potentially shaping public acceptance of eviction policies. This study highlights the influential role of digital media in shaping public discourse during crisis situations and underscores the need for ethical, inclusive, and conflict-sensitive journalism. The findings offer practical implications for journalists and policymakers seeking to improve crisis communication strategies and democratic accountability in digital news environments.
The Effectiveness of Using Rizky Ridho as a Brand Ambassador for G-SHOCK in Social Media Communication among the East Java Community Jerryco Shantika; Gatut Priyowidodo; Felicia Goenawan
Journal of Content and Engagement Vol 3 Issue 3 (2025): December 2025
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.3.3.263-270

Abstract

This study examines the effectiveness of using Rizky Ridho as a brand ambassador for G-SHOCK in social media communication among the East Java community. The increasing use of public figures in digital communication highlights the need to evaluate how effectively they convey brand messages and engage audiences. This research aims to measure the effectiveness of Rizky Ridho as G-SHOCK’s brand ambassador using the VisCAP model, which consists of Visibility, Credibility, Attraction, and Power. A quantitative descriptive approach was employed through a survey method. Data were collected by distributing online questionnaires to 100 respondents in East Java who were aware of Rizky Ridho’s role as a brand ambassador for G-SHOCK. The results show that Rizky Ridho is perceived as an effective brand ambassador overall. The indicators of visibility and credibility received the highest evaluations, indicating strong brand recognition and trust among audiences. Meanwhile, attraction and power were rated as effective but showed relatively lower influence. These findings suggest that while Rizky Ridho supports brand communication by enhancing awareness and credibility, additional communication efforts are needed to strengthen audience influence. This study concludes that the use of a relevant public figure can support effective communication strategies on social media.

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