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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 318 Documents
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From Domination to Negotiation: A Transformative Face Negotiation Framework for Government–Community Communication in North Lombok’s 3T Regions Putra, Sandi Justitia; Hastjarjo, Sri; Rahmanto, Andre Noevi; Hermawati, Tanti
Jurnal Audiens Vol. 7 No. 2 (2026): June
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v7i2.810

Abstract

This study examines the transformation of government–community communication in 3T regions, focusing on North Lombok Regency, through the lens of Face Negotiation Theory. It aims to explain how communication shifts from domination toward negotiation within structurally constrained and culturally embedded contexts. Drawing on an interpretive qualitative approach, the study employs in-depth interviews, participant observation, and document analysis to capture interactional dynamics in public communication forums. The findings reveal that communication remains largely dominated by top-down practices that generate systemic face threat and limit meaningful participation. However, situational facework—manifested through local mediators, culturally resonant language, and informal interaction spaces—emerges as an adaptive mechanism that reduces relational tension and enables limited dialogue. Despite these developments, negotiation remains predominantly procedural rather than substantive, as public input rarely influences decision-making outcomes. Consequently, communication transformation occurs in a gradual, partial, and contested manner. The study contributes by extending Face Negotiation Theory, developed by Stella Ting-Toomey, into the institutional domain through a Transformative Face Negotiation Framework, which integrates relational, cultural, and structural dimensions of communication. This framework highlights communication as a dynamic process shaped by the interplay between domination, adaptation, and constrained negotiation, offering a nuanced understanding of governance communication in marginalized contexts.
Empowering Youth through Innovation in AR Media: Implications for Achieving the SDGs Sicha, Ainus; Putri, Amalia Rosyadi; Atikoh, Nurul; Hidayat, Maulana Wahyu; Rohmana, Devie Wianda; Baharuddin, Ahmad Muharya
Jurnal Audiens Vol. 7 No. 2 (2026): June
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v7i2.815

Abstract

The rapid growth of digital technology presents both opportunities and challenges for youth empowerment, particularly in developing relevant skills and shaping professional identity in the digital era. However, existing studies often focus on fragmented skill development, with limited attention to integrated empowerment processes within a sustainable ecosystem. This study aims to examine how AR Media facilitates youth empowerment through an ecosystem-based approach that integrates skill development, professional identity formation, and social engagement. This research employs a qualitative case study approach, using observations, interviews, and document analysis involving participants in AR Media programs. The findings show that empowerment occurs through a structured transformation process in which key inputs such as technology, mentorship, and participation are developed into outputs including digital competencies, communication skills, and professional networks. These outputs further lead to broader outcomes, particularly the development of adaptive, confident, and socially engaged youth.  The study proposes an integrative ecosystem-based empowerment model as its main contribution, offering a holistic perspective that links knowledge, adaptive skills, identity formation, and social engagement. This study contributes to SDG 4, SDG 8, SDG 9, and SDG 17 by demonstrating how ecosystem-based learning enhances youth readiness for the future of work and supports inclusive and sustainable development.
Narrative Storytelling Design for Children's Tax Education: Analysis of the Story Lobu dan Uang Ajaib in the 2025 Pajak Bertutur Program Putranto, Firmansyah Adi; Rajiyem, Rajiyem
Jurnal Audiens Vol. 7 No. 2 (2026): June
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v7i2.836

Abstract

This study analyzes the storytelling design of the story Lobu dan Uang Ajaib, which was used in the 2025 Pajak Bertutur program for elementary school students. The study aims to examine how the narrative elements of message, conflict, characters, and plot are constructed to communicate tax education to children. Using a descriptive qualitative approach, data was collected through document analysis of the story text and an in-depth interview with a key informant involved in developing the material. The analysis employs the storytelling framework of Fog et al. in 2010. The findings showed that the story has a clear central message, namely that tax is a form of mutual cooperation for the common good. However, the message is delivered more didactically than dramatically. The conflict is primarily cognitive and relatively weak, as it lacks concrete adversary, significant escalation, and action-based resolution. The main character is relatable at the cognitive level but remains passive in much of the story. The plot also lacks a strong point of no return and dramatic climax. Overall, the story functions effectively as an educational medium, but its narrative design is closer to an instructional presentation than to a fully developed dramatic story.
Zoom In sebagai Perangkat Estetika Bahasa Visual Sinematografi dalam Konstruksi Suspense: Studi Interpretatif pada Film Waktu Maghrib 2 Pracihara, Mandella Majid; Pungkiawan, Pius Rino
Jurnal Audiens Vol. 7 No. 3 (2026): September
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v7i3.799

Abstract

The development of Indonesian horror films over the past decade has been marked by an increasing exploration of cinematographic visual language to create viewers' emotional experiences. Existing studies on horror cinematography have primarily focused on lighting, visual composition, and mise en scene, while limited attention has been given to zoom in as an aesthetic device for constructing suspense. This study aims to explain the function of zoom in as an aesthetic cinematographic device in constructing suspense in Waktu Maghrib 2. The study employed a qualitative method with an interpretative approach through visual analysis of scene 38 and scene 46, supported by interviews with the film's director and cinematographer, as well as analysis of test screen documents for data triangulation. The findings reveal that zoom in functions to direct viewers' visual attention (attentional control), manipulate spatial perception (spatial compression), and establish narrative cues through its integration with mise en scene, thereby generating an affective experience of anticipating imminent threats. The study concludes that zoom in constitutes an integral part of cinematographic visual language that constructs suspense through the orchestration of visual attention, spatial perception, and viewers emotional engagement. These findings propose a conceptual framework for understanding the aesthetic function of cinematographic devices in horror film studies.
Paradoks Privasi Generasi Alpha: Kesenjangan antara Kemahiran Teknis dan Keamanan Siber Prakosa, Farid Aji; Permanasari, Dian Eka; Shovmayanti, Noor Afy
Jurnal Audiens Vol. 7 No. 3 (2026): September
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v7i3.800

Abstract

Operational proficiency in digital devices often creates a gap in cybersecurity awareness among young users. This study examines the correlation between operational technical savvy and digital data vulnerability among Generation Alpha students. Drawing on Protection Motivation Theory (PMT) and the Privacy Paradox concept, a correlational quantitative approach with a cross-sectional design was applied. Data were gathered through a synchronized instrument merging functional skills and security behavior profiles of 35 students at SD Muhammadiyah Tonggalan, Klaten. Statistical analysis using Spearman’s Rho revealed a significant positive correlation between technical savvy and digital vulnerability. Findings indicate that higher operational skills do not automatically translate to protective behavior, but rather indicate a potential role as a facilitator for risky self-disclosure. This tendency appears to be associated with a "false sense of security" and emotional validation needs.  These results suggest a critical need to transition digital literacy curricula from functional training to strategic risk management and Digital Citizenship.
Narasi Populisme dalam Diplomasi: Analisis Wacana Kritis (Studi Kasus Strategi Komunikasi Donald Trump di Ruang Publik) Riyadi, Ilham; Rahma Bachtiar, Farahdiba
Jurnal Audiens Vol. 7 No. 3 (2026): September
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v7i3.804

Abstract

This research aims to analyze how the narrative of populism is constructed within Donald Trump's diplomatic communication strategy from his first term in office to the present (2017-2026) through official communication channels in the public sphere. In the era of digital disruption, diplomacy has shifted from formal protocols to direct, provocative, and personal communication. Employing a qualitative approach and the Critical Discourse Analysis, this study examines a corpus of data sourced from official speech transcripts and presidential press statements related to key international issues, as well as official documents from various state and international agencies. This study is grounded in political communication and populism theory. The findings indicate that Donald Trump consistently constructs the America First narrative since the beginning of his first term through his second term as a form of diplomatic populism that divides international actors into a dichotomy of friends and foes. On a macro level, this communication strategy aims to restructure the bargaining position of the United States by disregarding traditional diplomatic norms. On a micro level, the use of repetitive diction, nationalistic metaphors, and anti-globalist rhetoric serves to reinforce domestic legitimacy while simultaneously pressuring other international actors. This study concludes that Trump's diplomacy is not merely a change in communication style, but rather an information disruption strategy that transforms the diplomatic landscape through media into a more transactional and unpredictable arena.
Integrasi Neuromarketing dan Digital Public Relations melalui Konstruksi Model Konseptual Hook UGC Multilayer: Pendekatan Systematic Literature Review Naufal, Yogascitra; Yuningsih, Ani
Jurnal Audiens Vol. 7 No. 3 (2026): September
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v7i3.813

Abstract

Amid digital information overload, audience attention has become an increasingly scarce resource. Conventional Digital Public Relations (DPR) strategies that rely on persuasive copywriting and transactional engagement are becoming less effective, especially among Generation Z audiences who tend to be skeptical toward promotional messages. This study aims to construct a conceptual framework that integrates neuromarketing principles with audience participation in producing User-Generated Content (UGC). Using a qualitative Systematic Literature Review (SLR) approach based on the PRISMA protocol, this study examines peer-reviewed literature from Scopus, Web of Science, and Sinta published between 2019 and 2025. The findings show that social media engagement is not a random response, but a sequential cognitive process involving sensory attention, affective resonance, and participatory action. This study proposes the Hook UGC Multilayer conceptual model, consisting of the Sensory Layer, Affective Layer, and Motor Layer. The model contributes to the development of evidence-informed Digital Public Relations strategies by explaining how cognitive triggers may encourage voluntary UGC participation.
Memaknai Pergeseran Konsumsi Musik: Studi Kualitatif Terhadap Perubahan Perilaku Konsumen dari Konvensional ke Streaming Digital Indah, Tiara; Putra, Romi Iriandi; Nugraha, Ivan Dhimas Eka Setya
Jurnal Audiens Vol. 7 No. 3 (2026): September
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v7i3.817

Abstract

The purpose of this study examines how consumers interpret the shift in music consumption from conventional formats such as CDs to digital streaming services, reviewed using consumer behavior theory, social practice theory, and the diffusion of innovation. The method used in this study is qualitative with data collection through interviews. The findings of this study are the phenomenon of migration of conventional music consumers from physical CDs and DVDs to digital music streaming platforms is influenced by various factors, namely relatively cheaper prices or even free, easier access, social environment, then related to technological developments that offer many innovations relative advantage, compatibility, complexity, trialability, and finally observability. There is even a tendency for digital music streaming platforms to compete to offer their own innovations and uniqueness to attract consumer attention. The shift in music consumption then influences the shift in several elements such as the material in listening to music, the competence of music consumers, and the meaning in consuming music.
Peran Mediasi Brand Awareness dalam Hubungan antara Komunikasi Pemasaran dan Keputusan Pembelian Antimo Tablet Waskita, Andharu Wahyu Jati; Adawiyah, Sadiyah El; Nora, Liza; Patrianti, Tria
Jurnal Audiens Vol. 7 No. 3 (2026): September
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v7i3.819

Abstract

This study aims to analyze the influence of marketing communication on the purchase decision of Antimo tablet products and examine the mediating role of brand awareness in this relationship. The study was grounded in Consumer Behavior Theory using the Stimulus-Organism-Response (S-O-R) model. A quantitative approach with an explanatory survey method was employed. The population consisted of sea transportation passengers at Tanjung Priok Port, Jakarta. An initial sample of 100 respondents was selected using purposive sampling. After the exclusion of outliers based on the normality assessment, 79 respondents were included in the final analysis. Data were analyzed using linear regression and mediation analysis with PROCESS Hayes Model 4 based on 5,000 bootstrap samples. The results showed that marketing communication has a positive and significant effect on brand awareness, explaining 45.8% of its variance. Brand awareness also had a positive and significant effect on purchase decision. Furthermore, the mediation analysis indicated that brand awareness significantly mediates the relationship between marketing communication and purchase decision.
Strategi Digital PR Kementerian Pelindungan Pekerja Migran Indonesia dalam Sosialisasi Pemberangkatan Prosedural Hasna, Sofia; Yuningsih, Siska; Kusumawardani, Indira Dwi
Jurnal Audiens Vol. 7 No. 3 (2026): September
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v7i3.824

Abstract

This research is motivated by the high number of non-procedural Indonesian Migrant Worker (PMI) departures, which reached 95% in 2024, triggering labor exploitation and human trafficking. This phenomenon stems from low procedural literacy and heavy broker influence in rural areas. This study analyzes the Digital Public Relations strategy of the Ministry for the Protection of Indonesian Migrant Workers (P2MI) in promoting procedural migration. Employing a descriptive qualitative design, this study utilizes a model-generation approach through open, axial, and selective coding. The findings formulate a new model called the Integrated Digital PR Model, operating through four stages: Intelligence (data/sentiment analysis), Content Hub (website validation center), Distribution and Engagement (message localization), and Outcome (creating a “digital shield”). Through the PESO framework, P2MI Public Relations synergizes the official website, Call Center services, and 60 regional work unit (BP3MI) social media accounts. The novelty of this research demonstrates that content distribution based on human-interest storytelling by regional accounts effectively dominates the digital space and counters brokers’ hoaxes. Ultimately, this strategic communication approach successfully rebuilds public trust in the state’s official migration procedures, offering a robust framework for institutional public relations.

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