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Brand Communication
Published by Prisani Cendekia
ISSN : -     EISSN : 28298144     DOI : -
Core Subject : Education, Social,
Languange, Linguistic, Communication & Media Social Sciences
Jurnal BC bertujuan menyebarluaskan hasil penelitian ilmu komunikasi, Komunikasi pemasaran, Komunikasi Pemasaran Digital, Komunikasi Pemasaran Internasional, Komunikasi bisnis, Komunikasi Perkantoran, Komunikasi Pemasaran Digital, Public Relations, Public Relation digital, Perilaku konsumen, Strategi dan taktik komunikasi pemasaran, Komunikasi Pemasaran Multikultural, Local Genius Komunikasi Pemasaran, Komunikasi Organisasi, Merek (branding), dan citra produk atau jasa, Ekonomi Politik Media Massa, Budaya Komunikasi Organisasi, Komunikasi Pemasaran politik, Manajemen media massa, Periklanan, CSR (Corporate Social Responsibility) dan Community Relations (Pengembangan Komunitas), Marketing Public relation
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 126 Documents
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Citra Diri Profesi Arsitek di Media Sosial TikTok: Studi Kasus terhadap Personal Branding Ariq Naufal pada Akun @Riqmann Pegary Paras putri; Retno Dyah Kusumastuti
Brand Communication Vol. 1 No. 3 (2022): Komunikasi Era Media Baru
Publisher : Prisani Cendekia Institute

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Abstract

Ariq Naufal is an architect who works as a content creator on TikTok. Through his content, Ariq Naufal provides information and education about architecture close to ordinary people's lives. Therefore, this study seeks to explain more about the self-image of an architect on social media through the formation of personal branding that he does. The research method used in this study is a qualitative method that seeks to explore and explain the meaning that comes from a social problem and uses a case study approach in which it seeks to develop and evaluate an in-depth analysis of a problem. Data collection techniques used in this study were observation and interviews. The researcher used four stages of data analysis belonging to Miles & Huberman, whose contents were data collection, data reduction, data presentation, and concluding/verification. To analyze the personal branding built by Ariq on TikTok social media, the researcher uses Peter Montonya's eight personal branding concepts and a dramaturgical approach. The study found that Ariq had implemented the eight personal branding concepts on his TikTok account. Besides that, Ariq has also built a positive self-image as an architect who shares information about architecture on TikTok
Strategi Komunikasi Politik PDI-P Menjelang Pemilu 2024 di Masa Pandemi COVID-19: Refleksi Partisipasi Politik Masyarakat di Era Modern Dalam Mewujudkan Demokrasi Alfan Bachtiar
Brand Communication Vol. 1 No. 3 (2022): Komunikasi Era Media Baru
Publisher : Prisani Cendekia Institute

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Abstract

The 2024 elections have raised public concern due to the covid- 19 pandemic which threatens the safety of many people if the people do not participate in realizing democratic elections. Political parties as the most essential organs in building public opinion are needed to realize this participation. The development of information technology creates a new form of political participation based on online media. At present, it can be seen that the Indonesian Democratic Party of Struggle (PDI-P) has massively installed Puan Maharani’s billboards titled “Wings of Diversity” massively throughout Indonesia. Therefore, this study analyzes how the development of Information and Communication Technology (ICT) can affect the form of public political participation and how PDI-P adjusts. This research uses Aeron Davi’s Theory about the importand role of online media as a forum for alternative political participation of the community in realizing democracy in modern times where informations technology offers tools to apply democratic theory, especially regarding more inclusive public participation between ordinary citizins and political elites. The results of the analysis show that PDI-P is aware of the large potential for societal divisions in the 2024 Election so that the direction of its political communications is not only oriented toward winning the election but also encouraging community unity in democratic political participation but still not optimally utilizing online communications channel. PDI-P prioritizes traditional poltical communication. Several improvements need to be made to minimize the negative impact of political participation through digital online media.
Strategi Komunikasi Personal Selling Merchandiser Display General Trade dalam Memenuhi Target Penjualan Di PT Kalbe Nutritional Cabang Bekasi: Studi Deskriptif Produk Diabetasol Sari Nursyamsi; Nasaruddin Siregar; Diah Dwi Ratnasari
Brand Communication Vol. 1 No. 3 (2022): Komunikasi Era Media Baru
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Abstract

The research aims to see how personal communication is carried out by MD in approaching shop owners and what are the obstacles that occur during the approaching process at the GT outlet. So the writer can see firsthand how MD can get closer and provide understanding of the product well so that sales targets can be achieved. This type of research is qualitative with a descriptive approach and postpositivism paradigm which is an understanding of reality and interaction between researchers and what is studied. The results of this study indicate that personal selling communication conducted by MD runs well even though initially experiencing various obstacles. By finding out the characteristics of the shop owner, the introduction process, intense communication to the emergence of trust from the shop owner and so that the communication strategy can be right on target.
Strategi Manajemen Yang Bertanggung jawab Pada Pengelolaan Industri Penerbitan Buku: Analisis STOP SIT di Sebuah Penerbitan Buku di Jakarta Maria Jashinta Elisabet Hamboer
Brand Communication Vol. 1 No. 3 (2022): Komunikasi Era Media Baru
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Abstract

World of local book publishing get stroke with the pandemic. There were any book publishing go broke because changing of market book rightnow. Digital era and low book literacy in Indonesia give to flagg local book publishing market. This research aims to determine the marketing communication strategies of local book companies in the digital era. The research methodology is qualitative analysis using interview techniques with several existing publishing company management parties. Analysis using the STOP SIT analysis model in marketing communications. This study aims to determine the marketing communication strategies of local book companies in the digital era. The research methodology is qualitative analysis using interview techniques with several existing publishing company management parties. Analysis using the STOP SIT analysis model in marketing communications. The research findings show that responsible management is the basis for local book publishers in their efforts to gather their reading community. Choices for brand battles are still prioritized in an effort to win the digital book market. Most of the promotions and advertisements launched by local book publishers are aimed at gathering more communities to read the products they produce. Government assistance such as financial assistance, convenience in various policies to keep local publishers alive is what many people are hoping for at this time.
Desakralisasi Upacara 17 Agustus di Istana Merdeka Pada Masa Pemerintahan Joko Widodo: dalam Tinjauan Analisis Wacana Kritis Novalia Novalia; Rindana Intan Emeilia; Arina Muntazah
Brand Communication Vol. 1 No. 3 (2022): Komunikasi Era Media Baru
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Abstract

This study aimed to describe the text dimensions of the news on the 77th Indonesian Independence Day Commemoration Ceremony in the Kompas.com newspaper with the headline "The Campursari Song Echoes in the Palace, Jokowi is Happy, Iriana and Ministers are Dancing Joyously." This research used desciptive qualitative approach. The text was analyzed using Teun A Van Dijk's critical discourse analysis. The research results showed that the news text contains three dimensions, there are macro structure, super structure, and micro structure
Representasi Maskulinitas Dalam Film Captain America: The First Avenger : Analisis Semiotika Charles Sanders Pierce Erfina Nurussa'adah; Ramanda Fitrinasyah
Brand Communication Vol. 2 No. 1 (2023): Konten Televisi dan Politik
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Abstract

This study aims to describe the representation of masculinity in the character of Steve Rogers in the film Captain America: The First Avenger which was released in 2011. This study reveals signs of masculinity in the character of Steve Rogers by using 7 concepts of masculinity by Janet Saltzman Chaftez which include appearance physical, functional, sexual, emotional, intellectual, interpersonal and personal characteristics. This research is a qualitative research with a descriptive approach. The objects in this study are the signs and meanings of Steve Rogers' masculinity in the scenes and dialogues in the film Captain America: The First Avenger. Data collection techniques were obtained through observation, documentation and textual analysis. This study uses Charles Sanders Pierce's semiotic analysis technique using the triadic model, namely representamen/sign, object and interpretant. This study obtained the results that the character of Steve Rogers had seven of the seven criteria of Janet Saltzman Chafetz's masculinity, which included (1) Physical Appearance: dashing, athletic, strong. (2) Functional, useful for relatives and their country. (3) Sexual, have an interest in the opposite sex and care for loved ones. (4) Emotions, able to control and hide the emotions he feels. (5) Intellectual, has a smart mind and is able to solve problems carefully. (6) Interpersonal, has the nature of great responsibility and has the soul of a leader. (7) Personal character, having an ambitious and unyieldingnature.
Komodifikasi Kedukaan Keluarga Brigadir J Dalam Talk Show Rosi di Kompas TV Bonardo Marulitua Aritonang
Brand Communication Vol. 2 No. 1 (2023): Konten Televisi dan Politik
Publisher : Prisani Cendekia Institute

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Abstract

Television as an agent of capitalism produces a variety of programs that are able to "deceive" the interest of its viewers. Not only as a product of technology, television has been transformed into an instrument that allows the wide distribution of values and meanings. The meaning of grief has transformed into a major commodity. Even grief is often used as a commodity that is manipulated so that the storyline becomes more somber and dramatic so that it can grab public attention. In false consciousness, we are brought in and perceive media reality as real life reality as represented in the talk show ROSI on Kompas TV which displays grief in Rosti Simanjuntak and Vera Simanjuntak as the family of the late Brigadier J. This research intends to uncover the practice of commodification of grief packaged into a talk show ROSI on Kompas TV, including describing the consensus on the meaning of grief itself. By using the Commodification Theory and qualitative research method with Roland Barthes' semiotic approach, the researcher found that with audio and visuals that penetrate the public mind quickly and continuously, making viewers no longer able to reflect on the television programs they watch. This is what makes them easily take for granted the knowledge of social values about the topics they witness, including the practice of commodification and consensus on the meaning of grief. Through television shows, the production team of the talk show ROSI on Kompas TV has labeled grief as a "creature" that should be pitied, has a weak condition, depends on others so that it must be helped and quarantined. Labeling of grief experiences stabilization or perpetuation of meaning. Even the consensus on the meaning of grief in the ROSI talk show program on Kompas TV with the title "Joshua's Mother: No Word of Surrender!" episode September 22, 2022, actually became the savior for capitalists who are always thirsty for profit gratification.
Interaksi Simbolik Tim Pendukung LGBT Pada Piala Dunia 2022 Zelfi Nanda Gustina
Brand Communication Vol. 2 No. 1 (2023): Konten Televisi dan Politik
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Abstract

Abstrak: Piala Dunia (World Cup) merupakan turnamen sepak bola terbesar yang dilaksanakan empat tahun sekali oleh FIFA. Adanya kejuaraan piala dunia ini dimanfaatkan oleh negara-negra yang telah melegalkan LGBT untuk mengampanyekan LGBT melalui simbol dan atribut yang digunakan pemain serta penonton. Penelitian ini menganalisis interaksi simbolik yang dilakukan tim nasional yang melakukan Kampanye LGBT melalui piala dunia 2022. Melalui metode kualitatif deskriptif, dengan memahami data yang diambil dari media social dan berita online juga beberapa buku terkait menghasilkan interaksi simbolik yang ditunjukan oleh tim pendukung LGBT pada Piala Dunia 2022. Interaksi simbolik didasarkan pada ide-ide tentang individu dan interaksinya dengan masyarakat. Esensi interaksi simbolik adalah suatu aktivitas yang merupakan ciri manusia, yakni komunikasi atau pertukaran simbol yang diberi makna. Perspektif ini menyarankan bahwa perilaku manusia harus dilihat sebagai proses yang memungkinkan manusia membentuk dan mengatur perilaku mereka dengan mempertimbangkan ekspektasi orang lain yang menjadi mitra interaksi mereka. Menurut Mead tertib masyarakat akan tercipta apabila ada interaksi dan komunikasi melalui simbolsimbol. Menurut Mead, teori interaksi simbolik juga dipengaruhi oleh teori Darwin dengan artian manusia terus hidup berkelanjutan dengan mengalami perubahan terus menerus. Sesuai dengan pemikiran-pemikiran Mead, definisi singkat dari tiga ide dasar dari interaksi simbolik adalah : mind (pikiran), self (diri pribadi) dan society (masyarakat).
Tipologi Pertumbuhan Ekonomi Indonesia Dalam Perspektif Komunikasi Pembangunan Leo Klassen Probo Sasongko; Erwin Setyawan; Teguh Hidayatul R Rachmad; Doan M. Y. H Sihombing
Brand Communication Vol. 2 No. 1 (2023): Konten Televisi dan Politik
Publisher : Prisani Cendekia Institute

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Abstract

Economic growth in Indonesia is an inseparable part of the effort to improve and manage the nation's development. The government's efforts to revive development which places the main role on improving the regional economy are an important priority in bringing back the movement of the economy which was halted due to the Covid-19 storm that hit the Akita nation. Improvement in several vital sectors in each region is a strategic step to move the national economy back into motion later, therefore, cooperation based on overcoming acts of radicalism, extremism and terrorism is a shared manifestation of the Akita nation on how to present a government that runs well in optimizing the wheel the nation's economy.
Paradigma Psikologi Komunikasi dalam Memandang Permasalahan Melalui Nilai-nilai Stoikisme di Kalangan Remaja Ekowati Sari
Brand Communication Vol. 2 No. 1 (2023): Konten Televisi dan Politik
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Abstract

The essential psychological components have an impact on the psychological perception of communication and social interaction. Seeing the problem is sometimes based on experience and knowledge stored in the mind's memory which positions itself as the Actual Self, Ideal Self and Ought Self. Simple life advise, arguably most commonly heard in philosophy, including stoicism philosophy. Stoicism is a philosophy that encourages people to live realistically, foresee, and analyze themselves. Not imagining and must learn to anticipate the worst. Through stoicism, respecting time is a real process that must be studied and faced with sincerity in order to live a better life than before. Moreover, the probematics of adolescent life today is considered more complex due to the rapid development of the times and makes teenagers to be more careful in solving problems

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