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Department of Communication Studies, Faculty of Social and Political Sciences, Universitas Muhammadiyah Yogyakarta Jl. Brawijaya, Tamantirto, Kasihan, Bantul, Yogyakarta 55183
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INDONESIA
Jurnal Audiens
Published by Universitas Muhammadiyah Yogyakarta
ISSN : -     EISSN : 27224856     DOI : https://doi.org/10.18196/jas
Core Subject : Education, Social,
Languange, Linguistic, Communication & Media Social Sciences
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
Arjuna Subject : Seni dan Humaniora - Seni dan Humaniora (Lain-Lain)
Articles 268 Documents
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Pelanggaran Etika Pariwara Indonesia pada Akun Instagram @gatotkoco.id Hanifah, Nurul; Faturrochman, Azis; Praweni, Dea Senja; Arifianto, Budi Dwi
Jurnal Audiens Vol. 6 No. 1 (2025): March
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v6i1.569

Abstract

This study aims to examine violations of the Indonesian Advertising Ethics (EPI) in the advertising content of Gatotkoco coffee products uploaded on the Instagram account @gatotkocoid. The research highlights the need to understand the application of ethics in the rapidly growing digital advertising landscape. Using a qualitative descriptive approach with documentation and literature review methods, the findings reveal violations of Article 1.26 of the EPI, which prohibits the exploitation of sexuality in advertisements. These violations are evident in visuals and narratives that are irrelevant to the product but highlight suggestive sexual elements. This study underscores the importance of understanding and applying advertising ethics to prevent negative impacts such as the normalization of gender exploitation and negative public perception of the brand. The findings contribute to the literature on advertising ethics and offer recommendations for industry practitioners to create more socially responsible advertisements.
Optimalisasi Komunikasi Persuasif Koperasi Tani Solok Radjo Katalisator Pertanian Berkelanjutan Intan, Intan Nabila Khaira; Sarmiati, Sarmiati; Azwar, Azwar
Jurnal Audiens Vol. 6 No. 1 (2025): March
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v6i1.570

Abstract

Solok Radjo Farmers' Cooperative plays a role in promoting sustainable agriculture in Solok Regency. This study analyzes the persuasive communication carried out by the cooperative’s management and the changes in farmers' thinking and behavior as a result of this communication. Using a constructivist paradigm with a case study approach, data was collected through observation, interviews, and documentation. The Elaboration Likelihood Theory is applied to understand how persuasion is received and influences farmers' attitude changes. The findings show that persuasive communication is conducted through group discussions, field visits, collaborations, and quarterly meetings. This strategy effectively enhances farmers' understanding, particularly through field visits that encourage them to continue farming. One of the most influential persuasive methods is providing information about the promising coffee market opportunities, which motivates farmers to adopt sustainable agricultural practices. Additionally, education and mentoring from the cooperative’s management have encouraged some farmers to switch to organic fertilizers after understanding their benefits. However, these changes have not yet been consistently implemented and have not created a significant impact across the entire farming community. Therefore, more intensive and continuous communication efforts are needed.
Stereotip Antara Penduduk Asli dan Pendatang di Kota Sorong – Papua Barat Daya Abduh, Ichsan Muhammad; Hasrullah , Hasrullah; Cangara, Hafied; Pulubuhu, Dwia Aries Tina
Jurnal Audiens Vol. 6 No. 1 (2025): March
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v6i1.580

Abstract

This study aims to describe the perspectives/stereotypes towards each other between the indigenous and immigrant populations in the Sorong City area. The indigenous Papuan population is defined as the population that falls into 3 criteria, namely those whose father/mother is of indigenous Papuan descent, or one of whose parents is of Papuan descent, and people who have been traditionally adopted as indigenous Papuans, while the immigrant population group is a non-Papuan population that comes from all over the Indonesian archipelago. The research used a qualitative method by interviewing 5 informants from each group. The results showed that both groups collectively claimed themselves to be part of the Papuan community. The indigenous people view the newcomers based on two criteria: ethnic status and their role in contributing to the Papuan community in Sorong City. Ethnically, newcomers are those who do not have Papuan bloodlines from either or both parents, resulting in the label of "newcomer" that continues to stick. In terms of "role," they are seen as having made significant contributions to the progress of Sorong City in areas like knowledge, expertise, and decision-making principles. Meanwhile, the newcomers perceive the indigenous people based on human resource (HR) quality and personality factors. Regarding HR quality, there is still a considerable gap between the indigenous people and the newcomers, especially in educational attainment, which affects various aspects of indigenous people's quality, including economic, social, and governmental domains. In terms of "personality," newcomers consider the indigenous people to have admirable qualities, particularly their strong sense of loyalty and reciprocity. Certain perspectives that lead to conflicts are mainly driven by personal or group interests, which often associate ethnic status as a trigger for differences.
Kartun untuk Periklanan: Studi Kasus Desain Kartun Koyoiki Design Studio Muttaqien, Muhammad; Muktaf, Zein Mufarrih
Jurnal Audiens Vol. 6 No. 1 (2025): March
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v6i1.586

Abstract

Cartoons are visual works that are predominantly used in advertising works, such as logos, mascots, illustrations, comics, and even animations. Cartoons are creative works that involve an imaginative creative visual process. This study is a study of the creative process of making cartoons for advertising. Koyoiki Design Studio is a design studio that produces a lot of cartoon production works for mascots, logos, or advertisements. This study wants to see how the process of making cartoon works at Koyoiki Design Studio. The method used is a case study approach. The reason for using this approach is to obtain information about the process that occurs at the creative stage of making cartoon characters. The novelty in this study is; first, cartoon design is straightforward and flexible. Visually, cartoons are not realistic, and are more directed at funny visuals, although this does not mean that funny visuals are intended for funny needs. Second, Cartoons are simple and directed at symbolic forms. Commercial cartoons tend to follow general cartoon rules, such as bright colors, funny, interesting and imaginative. Because commercial cartoon design considers audience acceptance. Third, Cartoons consider propositions. Cartoons often involve associations or personifications, so that the audience understands what the character means. The role of cartoons consists of a). Design Thinking and Brief Analysis, b). Collection of references, c). Selection of objects to display cartoons, d). Managing objects into cartoon characters.
Peran TikTok dalam Kampanye Politik: Strategi Menarik Gen Z di Pemilu 2024 Marlina, Dwi; Hakim, Lukman
Jurnal Audiens Vol. 6 No. 1 (2025): March
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v6i1.587

Abstract

This study analyzes the political communication strategies of Gerindra and PDIP in utilizing TikTok as a campaign platform during Indonesia’s 2024 Presidential Election and its impact on Generation Z engagement. Using a qualitative approach and comparative analysis, this research is grounded in political theories to examine how parties shape public opinion through social media. Data were collected from the official TikTok accounts of both parties during the campaign period using purposive sampling. The analysis focused on content categories, interaction patterns, and engagement levels measured by likes, comments, shares, and party responses to users. The findings reveal that Gerindra adopted a dynamic and entertaining campaign strategy through viral trends and interactive content, while PDIP emphasized a community-based approach to foster voter engagement. Both parties leveraged TikTok features such as short videos, hashtags, and music to reinforce their political messages. This study concludes that TikTok serves as an effective campaign tool in enhancing Generation Z’s political engagement and highlights the growing role of social media in digital political communication strategies.
Para-Social Relationship Activity: Case Study in Treasure and Treasure Maker on The Weverse App on 2023-2024 Az Zahro, Amar Ma'ruf Syifa; Rochimah, Tri Hastuti Nur
Jurnal Audiens Vol. 6 No. 2 (2025): June
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v6i2.544

Abstract

In recent years, the entertainment industry has witnessed growth driven by technological advancements and innovative applications of social media. Among these developments, the rise of social media platforms like Weverse has revolutionized how fans and idols engage with each other. Treasure, a K-Pop group, and its fandom, Treasure Maker, utilize Weverse to foster para-social relationships that enable fans to perceive an emotional connection with their idols despite physical separation. This study aims to explain the interaction between fans and idols in the Weverse app. The theoretical framework for this study is based on foundational theories relating to para-social relationships, including Horton and Wohl's conceptualization of media figures influencing audience behavior and Stever's classification of three types of para-social interactions: task attraction, identification attraction, and romantic attraction. Using a qualitative descriptive case study approach, the researcher seeks to understand the para-social activities facilitated by the features in the Weverse app. This research shows that the presence of digital platforms such as Weverse is able to strengthen the para-social relationship between Treasure and its fans. All the interactions that occur have made fans feel emotional closeness, which also fosters loyalty as fans towards their idols.
Relasi Gender dan Hegemoni Laki-laki dalam Iklan Tropicana Slim Edisi Ramadhan 2024 Mustofa, Anugrah Fajar; Fitri, Inaya Erwansyah; Maulia, Suci; Sudiwijaya, Erwan
Jurnal Audiens Vol. 6 No. 2 (2025): June
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v6i2.551

Abstract

This research aims to understand how gender relations and male hegemony are portrayed in the Tropicana Slim advertisement for the 2024 Ramadan edition. By using gender and hegemony theory to explore how these gender relations and hegemony manifest. This research uses Roland Barthes' semiotic research method to discuss and identify the signs that appear in the Tropicana Slim Ramadan 2024 advertisement. The study finds that the Tropicana Slim Ramadan 2024 advertisement represents the positions of men and women within the family environment. Gender equality is about obtaining rights, obligations, treatment, evaluation, and opportunities for both men and women in their work. The relationship between husband and wife still influences harmony within the family environment, because they each have roles that must be fulfilled.
Pelanggaran Etika Pariwara Indonesia dalam Iklan Dancow 1+ Imunonutri Praditya, Radika Dava; Ramadhani, Dwi Ardika; Pamungkas, Alam Hanafi Assidiq Andi; Muktaf, Zein Mufarrih
Jurnal Audiens Vol. 6 No. 2 (2025): June
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v6i2.562

Abstract

Advertisements are an effective communication tool to influence consumer behavior, including promoting the Dancow 1+ immunonutri formula milk product. However, advertising must meet the standards of the Indonesian Advertising Ethics to avoid misleading consumers. This research explores ethical violations in the "Dancow 1+ Imunonutri" advertisement, which was found to violate several articles in the Indonesian Advertising Ethics. Claims suggesting that consuming this product instantly can enhance children's intelligence, along with the use of dramatic visuals and price comparisons without supporting data, are considered misleading. This methodology uses qualitative descriptive analysis through advertisement observation and an advertising ethics approach. The analysis results show that the advertisement violates Article 1.29.3, which requires the delivery of clear and non-misleading information.
Pelanggaran Etika Pariwara Indonesia pada Iklan Komersial K Natural White dan Buavita di Global TV Afiannur, Restu Rizqy; Musa, Ivan Wisnu; Firmansyah, Riffat; Junaedi, Fajar
Jurnal Audiens Vol. 6 No. 2 (2025): June
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v6i2.563

Abstract

This study aims to analyze violations of the Indonesian Advertising Ethics (EPI) in the advertisements of K Natural White and Buavita products broadcast on television. This research employs a descriptive qualitative method using observation and documentation approaches to identify and analyze advertising content that breaches ethical principles. The findings reveal that the K Natural White advertisement violates the EPI clause on honesty due to claims such as "anti-aging" and "rich in natural antioxidants" that lack valid scientific evidence, while the statement "dermatologically tested" requires further transparency. Meanwhile, the Buavita advertisement breaches the same principle with claims like "100% vitamin C" and "pure fruit," which are inconsistent with the product's actual composition. These findings indicate that EPI violations in advertisements can influence consumer perceptions and create unrealistic expectations. Therefore, compliance with the Indonesian Advertising Ethics is essential to maintain consumer trust and protection.
Hegemoni Laki-Laki di Balik Keikutsertaan Mengerjakan Kerja Domestik dalam Iklan MotionLife 2024 Hasan, Eka Bita Ghulam; Binarum, Fausta Raditya; Kengtyas, Gupita Prajwalita; Ananda, Dhimas Aryo Vipha
Jurnal Audiens Vol. 6 No. 2 (2025): June
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v6i2.575

Abstract

The MotionLife 2024 insurance advertisement focuses on gender roles within the family, particularly in terms of household chores. The aim of this research is to investigate the representation of male hegemony in the advertisement, which shows conventional stereotypes about how men and women divide roles. The denotative, connotative, and inherent mythological meanings are discussed in the advertisement scenes using hegemony theory and a semiotic approach in this research. The research results show that men have significant responsibilities outside of household chores as family protectors, while women have household duties. This representation shows a highly patriarchal culture, where women are often considered subordinate in family decision-making. The results show that changes in gender representation in the media are crucial to supporting gender equality in society.

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