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Communica : Journal of Communication
Published by PT Penerbit Ilmiah Indonesia
ISSN : -     EISSN : 30464765     DOI : https://doi.org/10.61978/communica
Core Subject : Education, Social,
Languange, Linguistic, Communication & Media Social Sciences
Communica : Journal of Communication with ISSN Number 3046-4765 (Online) published by Indonesian Scientific Publication, is a leading open-access and peer-reviewed scientific journal dedicated to the dissemination of high-quality research in the field of communication. Since its establishment, Communica has been committed to publishing research articles, theoretical papers, case studies, and innovative analyses that undergo rigorous peer review to ensure the highest standards of academic excellence.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 58 Documents
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Digital Communication Strategies of Homeless Accounts in Building Engagement on Instagram Platform Revalina Amalia Mahdi; Hari Otang Sasmita
Communica : Journal of Communication Vol. 4 No. 2 (2026): April 2026
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v4i2.1225

Abstract

This study investigates the digital communication strategies employed by “homeless accounts” non-formal, anonymously managed Instagram entities to build substantial engagement. Addressing the lack of scholarly attention to non-institutional media actors in Indonesia, this research examines how these accounts construct content typologies and apply strategic communication methods through a qualitative design combining non-participant digital observation and content analysis of 556 purposively selected accounts. The findings indicate that homeless accounts rely on viral-prone themes, emotional storytelling, and highly adaptive use of platform features such as reels, stories, and interactive stickers to maximize reach and resonance. These strategies collectively shape a communication pattern characterized by authenticity, algorithmic awareness, and dialogue-driven audience interaction, enabling these accounts to cultivate what may be termed a digital empathy community. The results further show that engagement is strengthened through a three-stage cycle consisting of trend-based pre-production, authenticity-centered production, and feedback-oriented post-production. This study concludes that homeless accounts demonstrate how digital influence can be generated outside traditional media structures through emotional resonance, participatory interaction, and platform-specific optimization. At the same time, concerns related to accountability and misinformation highlight the need for improved digital literacy and platform-level safeguards to support responsible communication.
Discursive Construction of Digital Economy and Identity in TikTok Live (A Critical Discourse Analysis of Live Tiktok @Hepibor86) Fransisca Benedicta Avira Citra Paramita
Communica : Journal of Communication Vol. 4 No. 2 (2026): April 2026
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v4i2.1466

Abstract

This study aims to analyse the discursive constructions of the digital economy and community identity within the Joged Sadbor phenomenon on the TikTok live streams of the @Hepibor86 account. The study employs a qualitative approach using Norman Fairclough’s Critical Discourse Analysis. The research corpus consists of publicly accessible TikTok live stream material from January to March 2026, including live clips, five selected screenshots, screen recordings, and traces of audience interaction in the form of comments and virtual gifts. The dataset was purposively limited based on the involvement of community groups in the broadcasts, the intensity of digital economic interactions, the emergence of jargon and recurring communication patterns, and the representation of performance practices relevant to the research focus. Analysis was conducted across three dimensions—text, discursive practices, and social practices—to examine language choices, performance patterns, mechanisms of content production and consumption, and their relationship to the platform’s economic logic. The research findings indicate that Joged Sadbor functions not only as entertainment and a source of additional income, but also as a space for the negotiation of local identity, digital visibility, and collective performativity. The findings also reveal practices of the commodification of the body, entertainment, and empathy, where expressions of local culture are repeatedly displayed to attract the audience’s attention and secure gifts as economic value. Therefore, this phenomenon does not simply supplant traditional cultural values, but rather reflects a shift in meaning, an adaptation of cultural practices, and the monetization of local expressions within TikTok’s attention economy.
From Motif to Meaning: Digital Batik Storytelling and Brand Identity in Indonesia Arus Reka Prasetia; Muhammad Firdaus Benyamin
Communica : Journal of Communication Vol. 4 No. 2 (2026): April 2026
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v4i2.1392

Abstract

Indonesian batik brands increasingly use Instagram and official websites to circulate heritage narratives, motif references, and commercial collections. However, the cross-platform process through which motif references become coherent brand meaning remains insufficiently specified, particularly in relation to arts management and cultural stewardship. This study introduces motif-to-meaning translation as a conceptual lens for explaining how motif references in brand-authored digital artefacts are connected to communicated identity claims across websites and Instagram. Using a qualitative multiple-case digital artefact analysis, the study examined 150 official artefacts from five Indonesian batik brands, comprising 25 website pages and 125 Instagram posts and reels published between 1 January 2024 and 1 October 2025. The analysis showed that Instagram was dominated by campaign-led storytelling and episodic heritage narration, whereas websites more often anchored institutional legitimacy, heritage explanation, formal documentation, and sustainability commitments when present. Across the corpus, motifs were translated into meaning through recurring narrative moves that linked motif references to value statements, lifestyle framing, participatory invitations, and craft-process legitimacy. The five brands also differed in their communicated identity profiles, reflected in distinct configurations of heritage legitimacy, craft authority, market-facing identity, and responsibility cues. The findings suggest that coherent digital batik communication depends on coordinated curation and interpretive governance across platforms, highlighting platform strategy as a salient concern for arts management.
Video Content Editing as a Form of Institutional Communication Adaptation to Social Media: A Field Study of the Pusat Penerangan Mabes TNI Infonet Division Aqsha Naurah Assifah; Abung Supama Wijaya
Communica : Journal of Communication Vol. 4 No. 3 (2026): July 2026
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v4i3.1243

Abstract

This study examines the video editing process in the Infonet Division of the Indonesian Armed Forces Headquarters (Puspen TNI) as a form of institutional communication adaptation to social media. Using a qualitative case study approach through observation, interviews, and literature review, this research finds that video editing is not merely a technical activity, but a strategic communication process shaped by institutional regulations, professional norms, and shared military culture. Editors act as mediators who adapt official messages into short, vertical, and visually engaging content suitable for platforms such as Instagram Reels and TikTok, while maintaining information security and institutional professionalism. The findings reveal an ongoing tension between the cautious nature of military institutions and the dynamic character of social media, resulting in adaptive editing strategies that balance credibility and digital relevance. This study contributes to discussions on institutional adaptation in digital communication practices within public sector organizations.
Wayang Orang Betawi as a Medium for Cross-Cultural Communication through Local Expression in the Play Udel Jadi Raja Dela Anjelawati; Lely Arrianie; Dwi Kartikawati
Communica : Journal of Communication Vol. 4 No. 3 (2026): July 2026
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v4i3.1260

Abstract

In the increasingly multicultural landscape of Indonesia, traditional performing arts are not merely forms of entertainment but serve as vital conduits for intercultural communication. Specifically, Wayang Orang Betawi is a traditional performing art that functions not only as entertainment but also as a medium of cultural communication within Jakarta’s multicultural society. The play Udel Jadi Raja represents local cultural expression embedded with moral values, humour and social symbolism. This study examines how Wayang Orang Betawi serves as a medium for cross-cultural meaning exchange through local expression in the play. While previous scholarship has largely focused on the aesthetic preservation or linguistic vitality of Betawi arts, this study establishes novelty by positioning Wayang Orang Betawi as a medium of cross-cultural meaning exchange. Existing literature often overlooks the communicative function of these performances in mediating social conflict within heterogeneous urban settings. Consequently, the role of traditional humour and symbolism as mechanisms for social cohesion remains underexplored. Specifically, this study analyses how contextual humour functions as intercultural competence and how leadership symbolism conveys egalitarian values to diverse audiences. This study employed a qualitative approach using performance observation, documentation studies and descriptive analysis. Data were analysed by interpreting narrative elements, dialogues, cultural symbols and communication styles presented in Wayang Orang Betawi though the play Udel Jadi Raja. The finding indicate that Udel Jadi Raja facilitates cross-cultural meaning exchange by using Betawi language, distinctive humour and local cultural symbols. The transformation of the character Udel reflects universal values such as honesty, justice, equality and ethical leadership that easy to understand from audiences in diverse cultural backgrounds. Wayang Orang Betawi in Udel Jadi Raja functions as an educational and reflective medium that bridges cultural differences. This performance contributes to strengthening local cultural identity while conveying universal values within a multicultural social context.
A Qualitative Content Analysis of Copywriting Elements in @batiksalmacirebon Instagram Posts (March–October 2025) Eko Agung Sugiyarto; Marlinda Irwanti Poernomo; Maryami
Communica : Journal of Communication Vol. 4 No. 3 (2026): July 2026
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v4i3.1495

Abstract

The rapid growth of digital media has encouraged businesses to increasingly utilize Instagram as a marketing communication platform. This study aims to identify the copywriting elements and categories of advertising copy used in Instagram posts on the @batiksalmacirebon account. Employing a qualitative descriptive approach and content analysis method, the study analyzed a dataset of 187 Instagram posts published between March 1 and October 25, 2025. Data were collected through non-participant observation and documentation of posts containing copywriting elements. The findings reveal that the account consistently applies key copywriting components, particularly headlines, subheadlines, and body copy, while taglines and slogans were not identified in the analyzed posts. Furthermore, the analysis classified the advertising messages into ten copywriting categories, with factual, “you and me,” and teaser copy emerging as the most frequently used forms. The study contributes to social media marketing literature by providing a systematic mapping of copywriting structures and categories employed in Instagram-based batik promotion, offering a clearer understanding of how local creative industry brands communicate through digital platforms. The findings also provide insights into the strategic use of copywriting to support branding and promotional communication for cultural products. However, this study is limited to mapping copywriting structures and categories and does not evaluate audience responses, engagement levels, or the persuasive effectiveness of the advertising messages.
Public Relations Strategy of PT KAI Daop 1 Jakarta in Enhancing Brand Awareness through Instagram Content @mashumas_ Dinda Nur Syafitri; Wahyu Budi Priatna
Communica : Journal of Communication Vol. 4 No. 3 (2026): July 2026
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v4i3.1523

Abstract

The rapid development of digital technology has encouraged public relations practitioners to utilize social media strategically to build brand awareness. However, studies on brand awareness in government related corporate institutions through Instagram based public relations remain limited. This study analyzes the public relations strategy implemented by PT KAI Daop 1 Jakarta through the Instagram account @mashumas_ to enhance brand awareness. Unlike previous studies focusing on customer service communication, corporate image, or general social media strategies, this research examines brand awareness through a newly established Instagram account by integrating Excellence Theory and the Four-Step Public Relations Model to analyze content strategy and two-way communication practices. This study employed a qualitative descriptive case study approach. Data were collected through in-depth interviews with four informants, including the Public Relations Manager, two PR staff members, and an internship student at PT KAI Daop 1 Jakarta. Documentation of Instagram feeds, reels, and stories was also analyzed. Data were analyzed using the interactive model of Miles et al., with source triangulation applied to ensure validity. The findings reveal that collaborative content planning, trend adaptation, and the integration of informative and entertaining content effectively increased audience engagement. Interactive reels and posts generated higher views, comments, shares, and follower growth, while two-way communication strengthened public recognition of PT KAI Daop 1 Jakarta and its activities. Strategic Instagram content management supports brand awareness by encouraging audience engagement through interactive and adaptive communication. The findings demonstrate the importance of integrating strategic planning, trend adaptation, and continuous evaluation in digital public relations practices within government-related corporate institutions.
Mens Rea Representation In Pandji Pragiwaksono's Public Communication: A Communicative Action and Mass Communication Theory Perspective Adinda Rahmi Aisyah; Yusalina
Communica : Journal of Communication Vol. 4 No. 3 (2026): July 2026
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/communica.v4i3.1540

Abstract

This study examines communicative intent (mens rea) in Pandji Pragiwaksono's public communication through his Netflix stand-up special MensRea(2025), which triggered widespread controversy in Indonesia's digital public sphere. Despite growing scholarship on political satire and digital communication, little attention has been given to the gap between communicator intent and audience interpretation in the Indonesian context. This research employed qualitative online media observation conducted from March to May 2026, using systematic keyword searches across designated digital platforms. Data were drawn from the Netflix special as primary corpus, supplemented by YouTube podcast content, social media posts, and national online news coverage. Sentiment data were sourced from Drone Emprit and DataIndonesia.id. Pandji's communicative mens rea was consistently identified as an intent to deliver socio-political critique through satire across four dimensions lexical, contextual, consistency, and responsive with significant sentiment polarization between online media (53.2% negative) and social media (66.1% positive). Mens Rea demonstrates comedy's capacity as a political mirror, while media framing and the absence of a shared normative framework rather than communicator failure alone contributed significantly to public polarization. Findings suggest implications for communication ethics, media coverage standards, and regulatory frameworks in Indonesia's digital public sphere.

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