Jurnal Audiens
Jurnal Audiens focuses on issues of media review, whether print, electronic, film, social media and new media and various on communication including: 1. Advertising, Public Relations, and Broadcasting 2. Social Media, New Media, Information Communication and Technology 3. Health Communications, Disaster Communications, Sport Communication 4. Political Communication, Political Marketing 5. Multiculturalism, Islam and Communication
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<![CDATA[Semiotic Analysis of Roland Barthes on the Lyrics of "HOPE" by XXXTENTACION ]]>
<![CDATA[Rais, Fadhil Maulana]]>;
<![CDATA[Fadillah, Dani]]>
<![CDATA[ Jurnal Audiens Vol. 6 No. 1 (2025): March ]]>
Publisher : <![CDATA[Universitas Muhammdiyah Yogyakarta ]]>
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DOI: 10.18196/jas.v6i1.459
<![CDATA[This research aims to find out the meaning in the lyrics of the song "HOPE" by XXXTENTACION using Roland Barthes' theory. The research method used is qualitative by collecting data through Roland Barthes semiotic analysis. The song, released in 2018, tells the story of the Parkland incident in which 17 people died and 14 were injured during the Stoneman Douglas High School shooting in Parkland, Florida. X the songwriter struggled with his mental health and was always suicidal. However, he made a promise to his friends and fans that he would never commit suicide. Roland Barthes' semiotic analysis will dig deeper into the meaning of each verse in the lyrics of the song "HOPE" by XXXTENTACION using elements of denotation, connotation, and myth, and is expected to make writers and readers understand well the meaning contained in the song "HOPE". The results showed that the denotation meaning in the lyrics of the song "HOPE" is to commemorate the shooting of students in Parkland, Florida and the connotation meaning in the lyrics of the song "HOPE" is to encourage listeners who are depressed not to end their lives. While the mythical meaning of the song lyrics "HOPE" is a message from the song owner that every problem must have a way out.]]>
<![CDATA[Penggunaan Idol K-Pop New Jeans sebagai Brand Ambassador Indomie ]]>
<![CDATA[A' izza, Hanna]]>;
<![CDATA[Salisah, Nikmah Hadiati]]>
<![CDATA[ Jurnal Audiens Vol. 6 No. 1 (2025): March ]]>
Publisher : <![CDATA[Universitas Muhammdiyah Yogyakarta ]]>
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DOI: 10.18196/jas.v6i1.540
<![CDATA[This research aims to analyze Indomie's marketing strategy in introducing its newest product through collaboration with K-Pop group NewJeans as a brand ambassador. The A-T-R (Awareness-Trial-Reinforcement) theory is used to describe the stages of awareness, trial, and reinforcement in building consumer loyalty. This research uses a qualitative approach with descriptive analysis, focusing on the utilization of pop culture through campaigns on social media such as Instagram and TikTok. Primary data was collected through participatory observation of the campaign, as well as secondary data from relevant literature. Data collection techniques involved documentation and literature study, which were analyzed using the content analysis method. The findings show that the collaboration with NewJeans was effective in raising brand awareness, encouraging consumers to try the product, and strengthening consumer loyalty. This research provides insights into the role of influencers in marketing strategies amidst the influence of pop culture, as well as its impact on local brands in the global market.]]>
<![CDATA[The Evaluation of Internal Communication at Yogyakarta City Library and Archives Office: A Communication Audit ]]>
<![CDATA[Alif Pratama, Gusti Panji Alif]]>;
<![CDATA[Rochimah, Tri Hastuti Nur]]>
<![CDATA[ Jurnal Audiens Vol. 6 No. 1 (2025): March ]]>
Publisher : <![CDATA[Universitas Muhammdiyah Yogyakarta ]]>
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DOI: 10.18196/jas.v6i1.546
<![CDATA[This research aims to evaluate how well the communication system works at the Yogyakarta City Library and Archives Office, focusing on its effectiveness and areas for improvement. It uses a communication audit to analyze the strengths and weaknesses of current communication practices, especially after two significant issues: the recent leadership change that occurred on October 5, 2023, when Afia Rosdiana was appointed as the new Head of the Library and Archives Office, and the implementation of bureaucratic simplification rules in accordance with the Minister of Administrative Reform and Bureaucratic Reform Regulation of the Republic of Indonesia Number 25 of 2021. Both of these issues are of great importance. The study combines both surveys and interviews to gather data, aiming to enhance organizational communication and improve overall performance and public services. There were several communication problems related to the changes in the Head of Office and the Bureaucratic Simplification, including ineffective transmission of information about work tasks and an increase in workload that exceeded capacity.]]>
<![CDATA[Implementation of Corporate Social Responsibility in PT PLN Nusantara Power Services in Improving Community Empowerment ]]>
<![CDATA[Arisandi, Arisandi]]>;
<![CDATA[Rahayu, Hilda Sri]]>
<![CDATA[ Jurnal Audiens Vol. 6 No. 1 (2025): March ]]>
Publisher : <![CDATA[Universitas Muhammdiyah Yogyakarta ]]>
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DOI: 10.18196/jas.v6i1.547
<![CDATA[This study aims to analyze the implementation of Corporate Social Responsibility carried out by PT PLN (Persero) Distribution of Jakarta Raya and Tangerang in preserving regional culture through regional dance training for elementary school students. The objectives of this study are as follows: How is the implementation of corporate social responsibility in the regional dance program? The method used in this research is qualitative, using a case study approach. Data was obtained using observation, interviews, and documentation studies. Stakeholder theory and the Triple Bottom Line concept are the basis for analysis. The results showed that the implementation of Corporate Social Responsibility by PT PLN (Persero) Jakarta Raya and Tangerang Distribution has involved various stakeholders and had a positive impact on cultural preservation and increased community involvement. The process of implementing Corporate Social Responsibility is well done through planning, implementation, evaluation, and reporting stages. This program not only strengthens the company's relationship with the community but also contributes to the sustainability of local culture. Suggestions given are to increase stakeholder involvement and expand the scope of the program to other schools so that the benefits can be felt more widely.]]>
<![CDATA[Analisis Resepsi Informasi Kesehatan Mental pada Akun YouTube Satu Persen ]]>
<![CDATA[Atmaditia, Syafa Shaquilla Zuhayr]]>
<![CDATA[ Jurnal Audiens Vol. 6 No. 1 (2025): March ]]>
Publisher : <![CDATA[Universitas Muhammdiyah Yogyakarta ]]>
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DOI: 10.18196/jas.v6i1.554
<![CDATA[YouTube is a media platform that bridges information related to physical and mental health. Through the contribution of the millennial generation, there is an educational YouTube channel that is interesting to research, namely Satu Persen Indonesian Life School. Based on that, this research aims to see how far the message interpreted by the Satu Persen YouTube channel audience in understanding mental health information through various personal perspectives. Researchers use Hall's reception theory based on three categories of positions (Dominant Hegemonic, Negotiated, Oppositional). Researchers used a descriptive qualitative approach with data collection methods through online interviews with five informants. From the overall data obtained, the Dominant-Hegemonic Position is the majority form of reception from the form of reception of informants I-II-III-V with the identification of the Satu Persen YouTube channel as an account that knows the factors and indicators that support mental health conditions from good to bad. Meanwhile, Negotiated Position is a form of reception for informant IV regarding everyone’s differentiated questions in digesting Mental Health information through Satu Persen content. Remaining zero Oppositional Position reception was found by informants because of their openness in receiving and digesting information from Satu Persen YouTube channel content.]]>
<![CDATA[Representasi Maskulinitas dalam Iklan Kahf Versi Wajah Cerah dan Berenergi ]]>
<![CDATA[Handayani, Fadila]]>;
<![CDATA[Fadhil , Azfa Akbar]]>;
<![CDATA[Widyatmoko, R. Nanang]]>
<![CDATA[ Jurnal Audiens Vol. 6 No. 1 (2025): March ]]>
Publisher : <![CDATA[Universitas Muhammdiyah Yogyakarta ]]>
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DOI: 10.18196/jas.v6i1.564
<![CDATA[This study investigates the representation of masculinity in Kahf's “Wajah Cerah dan Berenergi” advertisement. This study analyses how the advertisement portrays the image of a modern man who cares about appearance and health, defying traditional stereotypes of masculinity. This is done using Roland Barthes' semiotic approach. The denotative and connotative in the images and text of the ad can be understood through a qualitative descriptive approach. Results show that this advertisement not only promotes the product but also demonstrates a shift in social norms about male identity, where self-care is considered a strong and positive component of masculinity. This study enhances our understanding of gender representation in the media.]]>
<![CDATA[Pelanggaran Etika Pariwara dalam Iklan Judi Online di Situs Web Pusat Film21 ]]>
<![CDATA[Naufal Azzuhdi, Abdurrohman]]>;
<![CDATA[Listya Kumara, Anindya]]>;
<![CDATA[Fatihi]]>;
<![CDATA[Junaedi, Fajar]]>
<![CDATA[ Jurnal Audiens Vol. 6 No. 1 (2025): March ]]>
Publisher : <![CDATA[Universitas Muhammdiyah Yogyakarta ]]>
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DOI: 10.18196/jas.v6i1.565
<![CDATA[This study aims to identify ethical violations in Online gambling advertisements displayed on the Pusat Film website, focusing on the marketing strategies used in these advertisements. Based on an analysis of Online gambling ads found on the site, the research reveals that many of these ads violate the Indonesian Advertising Ethics (EPI) and relevant legal regulations, particularly Article 27, Clause 2 of the Information and Electronics Transaction Law, which prohibits Online gambling promotions. These advertisements employ unethical marketing strategies, such as unrealistic claims of significant profits and seductive visuals that exploit sexual appeal. The impact of these ads can increase individual involvement in illegal gambling, worsen the normalization of gambling in society, and exacerbate Online gambling addiction. The study employs a qualitative method using documentation and literature review techniques to analyze the content of the ads and assess the ethical violations present. The findings highlight the need for stricter oversight of Online gambling advertisements on digital platforms to protect consumers from negative consequences, such as addiction and financial loss.]]>
<![CDATA[Representasi Perempuan dan Budaya Konsumen dalam Iklan Shopee 9.9 2024 ]]>
<![CDATA[Ekawati, Sheilla]]>;
<![CDATA[Daksa, Farrel Aditya]]>;
<![CDATA[Azzuhdi, Abdurrohman Naufal]]>;
<![CDATA[Sudiwijaya, Erwan]]>
<![CDATA[ Jurnal Audiens Vol. 6 No. 1 (2025): March ]]>
Publisher : <![CDATA[Universitas Muhammdiyah Yogyakarta ]]>
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DOI: 10.18196/jas.v6i1.566
<![CDATA[This research analyzes the representation of women and consumer culture in the Shopee 9.9 advertisement of 2024. Using semiotic methods, this research explores how women are portrayed in the advertisement, particularly in relation to gender stereotypes. The research findings indicate that the portrayal of women reinforces conventional beauty standards and passive femininity, as well as promotes a culture of consumption through visual cues and product placement. These representations play an important role in shaping the image of femininity and shopping activities, in line with societal trends in digital consumption. This representation not only shapes society's perception of women as symbols of aesthetics but also influences consumer decisions regarding the advertised products. Moreover, the elements of consumer culture in this advertisement reflect a glamorous lifestyle, trends in luxury goods consumption, and online shopping habits as part of the modern consumer identity.]]>
<![CDATA[Pelanggaran Etika Pariwara Indonesia dalam Iklan Reklame Pengobatan Batara di Yogyakarta ]]>
<![CDATA[Putra, Royan Zanuar]]>;
<![CDATA[Prasetyo, Rayhan Tri]]>;
<![CDATA[Fikri, Imam Ikhsanul]]>;
<![CDATA[Sukmono, Filosa Gita]]>
<![CDATA[ Jurnal Audiens Vol. 6 No. 1 (2025): March ]]>
Publisher : <![CDATA[Universitas Muhammdiyah Yogyakarta ]]>
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DOI: 10.18196/jas.v6i1.567
<![CDATA[This research aims to identify ethical violations in the advertisement of "BATARA Treatment," using a qualitative approach. The results of this study indicate that the Batara medicine advertisement has violated the Indonesia Advertising Ethics and the Consumer Protection Law, particularly regarding claims about treatment results that can be directly observed on-site and the placement of the advertisement, which does not comply with aesthetic rules and public order. This research highlights the importance of ethics in advertising to protect consumers.]]>
<![CDATA[Pelanggaran Etika Pariwara Indonesia dalam Iklan Luar Griya di Jalan Godean Sleman Daerah Istimewa Yogyakarta ]]>
<![CDATA[Sukhfi, Muhammad Adnan]]>;
<![CDATA[Setiaputra, Rizky]]>;
<![CDATA[Pramudita, Antik]]>;
<![CDATA[Ananda, Dhimas Aryo Vipha]]>
<![CDATA[ Jurnal Audiens Vol. 6 No. 1 (2025): March ]]>
Publisher : <![CDATA[Universitas Muhammdiyah Yogyakarta ]]>
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DOI: 10.18196/jas.v6i1.568
<![CDATA[This study evaluates violations of the Indonesian Advertising Ethics in outdoor advertisements along Godean Street, Yogyakarta, covering aesthetic, construction, environmental, and spatial planning aspects. Using a qualitative descriptive approach, the research documentation methods. Findings reveal significant violations, such as non-aesthetic advertisement designs, unsafe constructions, environmental damages, and placement breaching spatial regulations. Lack of supervision and awareness of Etika Pariwara Indonesia are the main contributing factors. This study highlights the importance of strengthening regulations and awareness campaigns to create responsible advertising and support environmental sustainability.]]>
