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Journal Communication Spectrum: Capturing New Perspectives in Communication
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Published by Universitas Bakrie
ISSN : 20878850     EISSN : 26226405     DOI : -
Core Subject : Humanities, Education, Art, Social,
Arts Humanities Languange, Linguistic, Communication & Media Social Sciences
Journal Communication Spectrum Capturing New Perspectives in Communication, terbit dua kali setahun (Februari dan agustus) diiterbitkan oleh Program Studi Ilmu Komunikasi Fakultas Ekonomi dan Ilmu Sosial Universitas Bakrie (FEIS UB) sebagai media atau wacana persepektif baru di bidang ilmu Komunikasi.
Arjuna Subject : -
Articles 6 Documents
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Search results for , issue "Vol 4, No 1 (2014): February - July 2014" : 6 Documents clear
ANALYSIS OF PUBLIC RELATIONS MODEL’S UTILITY IN PUBLIC DIPLOMACY ACTIVITIES VIA TWITTER Suyono, Renata; Hanathasia, Mirana
Journal Communication Spectrum : Capturing New Perspectives in Communication Vol 4, No 1 (2014): February - July 2014
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v4i1.1767

Abstract

Tujuan dari tulisan ini adalah untuk menganalisis penggunaan model komunikasi hubungan masyarakat yang digunakan lembaga pemerintah dalam melaksanakan kegiatan diplomasi publik melalui Twitter. Metode yang digunakan adalah analisis isi kualitatif oleh Hsieh & Shannon (2005) berdasarkan empat model komunikasi hubungan masyarakat dari Grunig dengan kerangka berpikir dari Waters & Williams (2011) sebagai kategori koding awal terhadap akun Twitter @america. @america merupakan unit yang dikelola oleh kedutaan besar Amerika Serikat di Indonesia. Hasil penelitian menunjukkan akun Twitter @america telah melaksanakan komunikasi dua arah untuk berdialog dengan para followers-nya. Terbukti dengan penggunaan fasilitas yang disediakan oleh Twitter untuk melaksanakan komunikasi dua arah seperti fungsi reply, @-mention, dan retweet. Tetapi pada saat yang bersamaan akun Twitter @america masih menggunakan komunikasi satu arah dan komunikasi dua arah asimetris dalam kegiatan diplomasi public untuk terlibat dengan para followers-nya. Kata kunci: diplomasi publik, @america, Twitter, model hubungan masyarakat The purpose of this paper is to analyze public relation’s model used by the government organization to conduct public diplomacy activities via Twitter. Using the method of directed qualitative content analysis by Hsieh & Shannon (2005) based on the four models of public relations by Grunig using the framework from Waters and Williams (2011) as the initial coding category towards @america’s Twitter account. @america is a unit managed by American embassy in Indonesia. The result of the study showed that @america’s Twitter account is working towards the implementation of two-way communication in order to engage and initiate conversation with its followers. Proved by the usage of the Twitter’s tools that facilitate two-way communication such as reply, @-mention, and also retweet function. But at the same time, they are still using one way communication and two-way asymmetrical communication in their public diplomacy activities in order to initiate engagement with its followers. Keywords: public diplomacy, @america, Twitter, public relations models
PENGARUH KOMUNIKASI PEMASARAN SOSIAL TERHADAP BRAND AWARENESS OMBUDSMAN REPUBLIK INDONESIA Luthfiana, Innez Irma; Kania, Dessy
Journal Communication Spectrum : Capturing New Perspectives in Communication Vol 4, No 1 (2014): February - July 2014
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v4i1.1769

Abstract

Tujuan dari penelitian ini adalah untuk menganalisa pengaruh komunikasi pemasaran sosial pada brand awareness Ombudsman Republik Indonesia. Telah diidentifikasi enam dimensi komunikasi pemasaran sosial yang digunakan yaitu advertising, Public Relations & special events, printed materials, special items, personal selling, dan social media channel & types. Penelitian ini merupakan penelitian kuantitatif. Data primer dan sekunder telah diperoleh. Data sekunder diperoleh dari jurnal, buku, dan sumber lain yang berhubungan. Data primer diperoleh menggunakan kuesioner yang dibagikan kepada responden di Palembang, Jambi, Bengkulu, dan Lampung. Diperoleh sampel keseluruhan sebanyak 165. Menggunakan analisis regresi linear berganda, ditemukan bahwa advertising, PR & special events, printed materials, special items, personal selling, dan social media channel & types berpengaruh secara simultan terhadap brand awareness Ombudsman RI. Sementara itu, printed materials, personal selling, dan social media channel & types secara parsial memiliki pengaruh positif dan signifikan terhadap brand awareness. The aim of this research is to analyze the effect of social marketing communications on brand awareness of Ombudsman Republic of Indonesia. Six dimensions of social marketing communications i.e. advertising, Public Relations & special events, printed materials, special items, personal selling, and social media channel & types were identified. This research is descriptive quantitative in nature. Both primary and secondary data were obtained. Secondary data were obtained through various sources such as journals, books, and other related publications. Primary data were obtained using questionnaire which were distributed to the target respondents in Palembang, Jambi, Bengkulu, and Lampung. Total sample of 165 was obtained. Using regressions analysis, it was found that advertising, PR & special events, printed materials, special items, personal selling, and social media channel & types are simultaneously had a positive and significant influence on brand awareness. Meanwhile, printed materials, personal selling, and social media channel & types partially had a positive and significant effect on brand awareness.
KONSTRUKSI PEMBERITAAN PDIP DI MEDIA MASSA: ANALISIS FRAMING PERNYATAAN PAKAR KOMUNIKASI POLITIK DI KOMPAS.COM Sodikin, Ali
Journal Communication Spectrum : Capturing New Perspectives in Communication Vol 4, No 1 (2014): February - July 2014
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v4i1.1770

Abstract

Penelitian ini berlatar belakang mengenai pemberitaan-pemberitaan Kompas.com tentang PDIP. Pada pemberitaan tersebut, media Kompas.com mengutip pernyataan pakar komunikasi politik Dr. Heri Budianto. Tujuan penelitian ini adalah untuk mengetahui konstruksi pemberitaan PDIP melalui pernyataan pakar komunikasi politik Dr. Heri Budianto di Kompas.com. Dasar teori dalam penelitian ini adalah teori konstruksi realitas sosial yang terdiri dari eksternalisasi, objektivasi, dan internalisasi menurut Berger dan Luckman. Teori sosiologi media oleh Shoemaker dan Reese juga menjadi dasar teori dalam  penelitian ini. Metode penelitian yang digunakan adalah analisa framing model Entman dengan indikator-indikator Define Problems, Diagnose Causes, Make Moral Judgement, dan Treatment Recommendation. Subjek/objek dalam penelitian ini adalah pernyataanpernyataan pakar komunikasi politik Dr. Heri Budianto yang dimuat dalam media online Kompas.com mengenai Partai Demokrasi Indonesia Perjuangan. Hasil penelitian ini menunjukkan bahwa dengan menggunakan pendekatan framing model Entman dapat diketahui bahwa pernyataan-pernyataan Pakar Komunikasi Politik Dr. Heri Budianto yang dimuat di media online Kompas.com dibingkai sedemikian rupa dengan seleksi isu dan penonjolan isu tentang realitas politik partai-partai tersebut. This research background on the news reporting Kompas.com of PDIP. In the news, media Kompas.com citing political communications expert Dr. Heri Budianto. The purpose of this study was to determine the PDIP construction news through the statement of political communications expert Dr. Heri Budianto in Kompas.com. Basic theory in this research is the theory of social construction of reality consists of externalization, objectivation, and internalization by Berger and Luckmann. Sociological theory of media by Shoemaker and Reese also be the basis of the theory in this study. The method used is framing analysis Entman models with indicators Define Problems, Causes Diagnose, Make Moral Judgment, and Treatment Recommendation. Subject/object in this study are statements of political communications expert Dr. Heri Budianto published in the online media Kompas.com on the PDIP. These results indicate that by using framing approach Entman models can be seen that the statements Political Communication Specialists Dr. Heri Budianto contained in the online media Kompas.com framed in such a way with the selection of issues and highlighting the issue of political reality these parties.
IMPLEMENTASI STRATEGI MARKETING PUBLIC RELATIONS DALAM PENGELOLAAN CITRA MEREK Almira, Septika Khairunnisa; Suharyanti, Suharyanti
Journal Communication Spectrum : Capturing New Perspectives in Communication Vol 4, No 1 (2014): February - July 2014
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v4i1.1771

Abstract

Gambaran terhadap strategi Marketing Public Relations (MPR) yang dilaksanakan oleh Bank Rakyat Indonesia (Bank BRI) dalam periode tahun 2013 di wilayah DKI Jakarta untuk mengelola brand image produk tabungan BRI Junio. Terkait dengan pemikiran James E. Grunig mengenai hubungan perusahaan dengan stakeholders, maka muncul peran MPR yang merupakan proses dari perencanaan. Strategi MPR penting untuk dirancang sebagai bentuk perencanaan yang cermat dan menyeluruh mengenai semua kegiatan yang mendorong minat beli serta kepuasan konsumen. Untuk alasan inilah Bank BRI berusaha menawarkan produk yang sesuai dengan kebutuhan, keinginan, dan minat konsumen. Strategi MPR yang dijalankan oleh Bank BRI menggunakan instrument sponsorship, di mana Bank BRI menyelenggarakan dua event besar untuk tabungan BRI Junio yaitu Junio Cycle Fest dan Junior Basketball League (JrBL) bekerja sama dengan pihak penyelenggara yang berbeda di tiap acara. Kedua acara tersebut secara positif berhasil mencapai tujuan perusahaan dalam hal menjaring target audiens, mengelola peningkatan brand image tabungan BRI Junio di masyarakat, dan akuisisi. Jenis penelitian ini adalah kualitatif di mana pengumpulan datanya menggunakan wawancara mendalam, dokumentasi, dan observasi. Hasil penelitian menunjukkan bahwa event yang dilaksanakan tersebut berhasil menaikkan jumlah akuisisi dan awareness audiens. Description of how Bank Rakyat Indoesia (BRI) manage their Brand Image for their “Tabungan BRI Junio” product through a Marketing Public Relations Strategy in 2013 for DKI Jakarta. According to James E. Grunig about the relations between company and its stakeholders, MPR preset as a process of planning. MPR strategy is important as a form of detailed and thorough planning about all the activity that can push consumen buying interest and satisfaction. This is why BRI was offering a product that match consumen needs, desire, and interest. BRI use sponsorship as its strategic instrument, where BRI held two major events for its “Tabungan BRI Junio” product, the events called “Junio Cycle Fest” and “Junior Baseketball League (JrBL)”, and BRI teamed up with different partner for each events. Both of these events had fulfilled their purpose in attracting target audiences, manage brand image, and acquisition. This research is a qualitative research where the data was gained by using indepth interview, documentation, and observation. Result from this research showed that the events had succesfully improved total acquisitions and audience awareness of the product.
REPRESENTASI FEMINISME DALAM MEDIA UNTUK PRIA TALKMEN.COM Winarsih, Sintya; Putri, Dianingtyas Murtanti
Journal Communication Spectrum : Capturing New Perspectives in Communication Vol 4, No 1 (2014): February - July 2014
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v4i1.1772

Abstract

Manusia saat ini disebut sebagai manusia informasi, di mana manusia mendapatkan berbagai informasi dalam berbagai kemasan yang beraneka ragam. Informasi yang disajikan semakin berkembang, disesuaikan juga dengan kebutuhan dan segmentasi informasinya merupakan jawaban dari budaya dan gaya hidup masyarakat perkotaan yang bukan lagi menjadi kebutuhan tersier. Majalah online TalkMen.com menyajikan informasi yang diberikan adalah mengenai gaya hidup dan tren yang disesuaikan dengan kebutuhan dan budaya pria di Indonesia. Namun, majalah ini juga menyajikan rubrik The Talk dan The Lovely Ladies, dalam rubrik ini disajikan informasi bagaimana tokoh yang sedang tren dan digemari, yang mana informasinya dikemas dengan eksklusif. Tujuan penulisan ini ingin melihat bagaimana representasi mengenai maskulinitas dan feminitas dalam media untuk pria TalkMen.com melalui tanda-tanda yang ditampilkan dalam rubrik The Talk dan Lovely Ladies. Penulis menggunakan pandangan feminisme liberal untuk mengetahui bagaimana media TalkMen.com mengkonstruksi wanita dalam media online dengan menggunakan metode kualitatif analisis semiotika oleh Charles Sanders Pierce. Melalui rubrik The Talk dan Lovely Ladies, majalah TalkMen.com ingin menempatkan wanita dalam posisi yang sama dengan pria. Hal tersebut karena semua tokoh pria dan wanita yang ada dalam kedua rubrik ini merupakan tokoh yang dipilih karena memiliki pencapaian atau pengaruh yang besar terhadap masyarakat. Nowadays, humans are known as information mankind, where we obtain informations in many various package. Informations being conveyed more progressively, being made suitable to the needs and its segmentation is the answer to the culture and lifestyle of urban people which is no longer considered as a tertiary needs. Online magazine TalkMen.com provides information about trends and lifestyle of the current needs and culture of men in Indonesia. However, this magazine also provides columns, i.e: The Talk and Lovely Ladies. The coloumns present informations about trending public figures and its being packaged exclusively. This article aims to observe how TalkMen.com represents masculinity and feminism in their media through signs which is displayed in The Talk and Lovely ladies. The author uses liberal feminism point of view to know TalkMen.com constructs women ini their online media using semiotics analysis qualitative method of Charles Sanders Pierce. Through those coloumns, TalkMen.com wants to position women at the same hierarchy as men. It is due to the figures in these coloumns, both men and women, are selected because of their achievements and/or great influence to the society.
BRAND ACTIVATION AS THE EXTENSION OF MARKETING EVENT Wijaya, Bambang Sukma
Journal Communication Spectrum : Capturing New Perspectives in Communication Vol 4, No 1 (2014): February - July 2014
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v4i1.2119

Abstract

Brand activation strategy is currently a vehicle for many brands to get closer to consumers. Long before this phenomenon appeared, marketers were familiar with BTL or Below the Line as a complement to ATL or Above the Line activities, dominated by advertising in mainstream media. Then, creativity emerged by using events as a marketing tool. Why is the marketing event identified with brand activation? Why do brands need to be activated? What is activated? How to activate? This article examines the metamorphosis of the concept of brand activation. It explains how to implement an integrated brand activation (IBA) strategy, the types and spectrum of brand activation, as well as design, to turn on creativity so that brands are always active in consumers' minds using the T5 Strategy: Touch, Tease, Trap, Turn On, Tail and M-Triangle Capital: Message, Moment, Money. AKTIVASI MEREK SEBAGAI EKSTENSI AJANG PEMASARANStrategi brand activation atau aktivasi merek saat ini menjadi senjata andalan banyak merek untuk mendekatkan diri dengan konsumen. Padahal, jauh sebelum fenomena ini muncul, para pemasar mengenal istilah BTL atau Below the Line sebagai pelengkap kegiatan ATL atau Above the Line yang didominasi periklanan di media-media arus utama. Kemudian, kreativitas muncul dengan memanfaatkan event sebagai alat pemasaran. Lalu mengapa marketing event atau ajang pemasaran diidentikkan dengan aktivasi merek? Mengapa merek perlu diaktifkan? Apanya yang diaktifkan? (Message, Meaning, Reality, Sensation). Bagaimana mengaktifkan? Artikel ini mengkaji metamorphosis konsep aktivasi merek dan menjelaskan bagaimana strategi aktivasi merek yang komprehensif dapat dijalankan, jenis dan spektrum aktivasi merek, serta strategi menghidupkan kreativitas agar merek selalu aktif selamanya di benak konsumen dengan menggunakan T5 Strategy: Touch, Tease, Trap, Turn On, and Tail dan M-Triangle Capital: Message, Moment, Money. To cite this article (7th APA Style): Wijaya, B. S. (2014). Brand Activation as the Extension of Marketing Event. Journal Communication Spectrum: Capturing New Perspectives in Communication, 4(1), 13-23 

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