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Proceedings of Jogjakarta Communication Conference (JCC)
Published by Universitas Ahmad Dahlan
ISSN : -     EISSN : 29985523     DOI : -
Core Subject : Social,
Social Sciences
Proceedings of Jogjakarta Communication Conference (JCC) is the media to publish conference scientific articles received from the annual conference JCC started on 2019. This proceeding also published annually with the scope of communication science related to various topics Related topic with Communication. Jogjakarta Communication Conference (JCC) is licensed under a Creative Commons Attribution-ShareAlike (CC BY-SA) International. Authors and readers can copy and redistribute the material in any medium or format, as well as remix, transform, and build upon the material for any purpose, even commercially, but they must give appropriate credit (cite to the article or content), provide a link to the license, and indicate if changes were made. If you remix, transform or build upon the material, you must distribute your contributions under the same license as the original.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 243 Documents
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Marketing Communication Strategy Via Airbnb Platform in Increasing Guest Visits Rates at Sunrai Villas Ubud in 2025 Winda Dewi Sahagita; Muhammad Muttaqien
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

This research is fundamentally motivated by the rapid digital transformation within the tourism industry in Ubud, Bali, which has engendered an intensely competitive landscape among independent accommodation providers. Sunrai Villas faces the strategic challenge of distinguishing itself amidst a saturated market of thousands of property listings. Consequently, there is an imperative need to leverage the Airbnb platform not merely as a transactional distribution channel, but as a sophisticated medium for strategic marketing communication. The primary objective of this scholarly inquiry is to analyze and describe the multifaceted marketing communication strategies executed by Sunrai Villas through Airbnb to catalyze guest occupancy rates throughout the 2025 period. Employing a qualitative methodology with a descriptive case study design, data was meticulously gathered through in-depth semi-structured interviews with management and frontline staff, systematic digital observation of Airbnb profile features, and an exhaustive analysis of internal occupancy documentation. The findings reveal that Sunrai Villas implements a synergistic communication framework anchored by three fundamental pillars: the construction of high-fidelity visual narratives, the dynamics of personalized interaction facilitated through cross-functional coordination, and proactive reputation management rooted in public review ecosystems. The seamless integration between digital messaging and tangible service quality on-site is empirically proven to significantly influence prospective guests' decision-making processes, ultimately driving sustained growth in occupancy and visitor loyalty at Sunrai Villas Ubud.
Public Opinion Toward Viral YouTube Content: Machine Learning–Based Sentiment Analysis of Comments on the MrBeast Channel Nabilah Angielara; Assyari Abdullah; Rohayati Rohayati
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

Social media, particularly YouTube, has become a primary space for the public to express opinions and respond to various forms of digital content. User comments on viral videos can represent audience perceptions and sentiments; Therefore, analyzing comment data is essential to more systematically understand trends in public opinion. This study aims to examine public opinion toward viral content on the MrBeast YouTube channel through a machine learning–based sentiment analysis approach. The data were obtained from a MrBeast YouTube comments dataset available on Kaggle. The dataset was processed through text preprocessing stages, including data cleaning, text normalization, and the removal of irrelevant words. The text was then transformed into numerical features using Term Frequency–Inverse Document Frequency (TF-IDF), before sentiment classification was performed using machine learning algorithms to categorize comments into three classes: positive, neutral, and negative. The results show that the sentiment distribution consists of 63.09% positive sentiment, 35.50% neutral sentiment, and 1.41% negative sentiment. These findings indicate that the majority of audience comments on MrBeast's content tend to be positive, reflecting strong public acceptance of viral content on the channel. This study is expected to contribute to the development of data-driven public opinion analysis on social media and to serve as a reference for future research in sentiment analysis, digital communication, and viral content studies.
Between Faith and Film: A Comparative Reception Analysis of Mentega Terbang among Malaysian and Indonesian Students Muhammad Raqib Mohd Sofian; Safiyyah Ahmad Sabri; Muhamad Zaki Mustafa; Fauziah Hassan; Firly Annisa; Frizki Yulianti Nurnisya
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

The Malaysian film Mentega Terbang has generated significant debate due to its portrayal of religious questioning, interfaith exploration, and sensitive theological themes. While previous discussions have largely focused on doctrinal critiques and institutional responses, limited attention has been given to how audiences themselves interpret the film. This study employs a reception analysis to examine how university students from Malaysia and Indonesia interpret and respond to the religious narratives presented in Mentega Terbang. Using purposive sampling, participants were first asked to watch the full film before participating in in-depth interviews that explored their interpretations, emotional reactions, and perceived implications for faith and religious identity. Guided by Stuart Hall’s encoding/decoding framework, the study identifies dominant, negotiated, and oppositional readings among participants from both countries. The findings reveal that while many students expressed concern over themes perceived as challenging Islamic orthodoxy, responses varied according to socio-religious context, religious education, and cultural background. Malaysian participants tended to emphasise institutional and doctrinal boundaries surrounding aqidah, whereas Indonesian participants displayed relatively more varied interpretations influenced by Indonesia’s diverse Islamic traditions and pluralistic environment. Despite these differences, participants from both contexts largely interpreted the film through a moral and religious lens, reflecting the continuing significance of faith-based frameworks in shaping audience reception. The study contributes to scholarship on religion and media by demonstrating how socio-religious environments influence the interpretation of controversial media texts in Southeast Asia.
Creative Digital Public Communication and Civic Trust: Reimagining Government–Citizen Engagement in Southeast Asia Elly Suryani
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

The rapid growth of digital culture in Southeast Asia has reshaped public communication practices, particularly within governmental institutions. This study explores how creative digital public communication strategies contribute to civic trust and participatory engagement. Using a qualitative multiple-case study of local government social media practices in Indonesia, the research examines content creativity, dialogic interaction, and digital responsiveness as key elements in fostering public trust. Data were collected through digital ethnography, in-depth interviews, and document analysis. Findings reveal that creative public communication, characterized by visual storytelling, participatory content, and adaptive crisis messaging, significantly enhances civic trust when supported by transparency and responsiveness. However, structural challenges such as misinformation, algorithmic visibility, and limited institutional capacity constrain effectiveness. The study proposes a Creative Public Communication Model integrating dialogic engagement, digital storytelling, and civic co-creation to envision future-oriented governance in Southeast Asia.
A Systematic Review and Bibliometric Analysis on Environmental Justice, Energy Conflicts, And Digital Advocacy: - Hendro Aryanto; Suko Widodo; Andria Saptyasari; Frederik Masri Gasa
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

Environmental justice is a multifaceted issue that has become increasingly complex in the digital age. Climate change, energy transitions, and technological advancements have created new forms of social and ecological inequality, requiring a cross-disciplinary understanding. This study aims to map the academic developments at the intersection of environmental justice, energy conflicts, and digital advocacy using a combined approach of Systematic Literature Review (SLR) and Bibliometric Analysis. The data were collected from 55 Scopus-indexed journal articles published between 2015 and 2026, following specific inclusion criteria. The analysis focused on four main dimensions: publication trends over time, geographic distribution, institutional affiliations, and academic fields. The results show exponential growth in research since 2019, coinciding with increased global awareness of climate justice issues and the use of social media in environmental advocacy. However, the analysis also revealed structural biases, both geographic and epistemic, as research is still dominated by countries in the Global North and social science disciplines, while contributions from the Global South and technology- and algorithm-based approaches remain marginal. The discussion highlights the emergence of a new digital environmental justice paradigm that integrates ecological, social, and digital dimensions. This study offers conceptual reflections on new directions for environmental justice research in the technological era, while also emphasizing the urgency of decolonial and interdisciplinary epistemologies in understanding global environmental advocacy.
Analysis of Virtual Communication through TikTok Streaks in Building Closeness among Generation Z in Yogyakarta Atikah Jihan Rhamadhani; Adhianty Nurjanah; Denis Hida Lutfiana Stefani
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

TikTok has emerged as a prominent social media platform in Indonesia, boasting the second-largest user base globally at 194,37 million, alongside several functionalities including voice and video recording, editing tools, TikTok Shop, Direct Message, and the recent addition of TikTok Streaks. Generation Z utilizes the TikTok Streaks function for virtual communication, fostering a sense of social presence through the flame icon, which subconsciously enhances interpersonal ties in digital environments. This study seeks to ascertain the function of the TikTok Streaks feature in fostering social intimacy and social presence within Generation Z. This study utilizes virtual ethnography with an interpretive framework, collecting data through virtual ethnographic observation at four levels: media space, media document, object, and media experience; in-depth interviews with 15 students in Yogyakarta; and documentation studies employing social presence theory, which identifies three primary indicators: social context, online communication, and interactivity. The study's findings indicate that interactions within the TikTok Streaks media in a social context establish a social monitoring system that enhances interpersonal ties among TikTok users, despite the absence of substantive talks. Frequent engagement with the TikTok Streak feature, utilizing symbols like stickers and emoticons, can enhance feelings of intimacy and social presence in online communication. Interactivity emphasizes the reciprocal feedback among TikTok users, fostering a sense of continuous connection even through minimal communication.  This study comes to the conclusion that TikTok Streaks has established a new standard of intimacy in the age of digital communication by developing a new means of preserving social connectivity in virtual places.
Creative Content Strategies of YouTube Vlogs in Yogyakarta (A Case Study of The Gedang Goreng 81 YouTube Channel) Saraswati Surya Ning Andayani; Filosa Gita Sukmono; Dhimas Aryo Vipha Ananda
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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The development of social media, as part of new media, has transformed how the public represents and communicates social issues in the digital sphere. Along with the rapid growth of YouTube as an audio-visual platform, content creators are required to implement creative strategies to compete amid the high volume of content production. This study aims to describe and analyze the strategies and creative processes used by the YouTube account Gedang Goreng 81 in delivering social messages related to the issue of juvenile delinquency and efforts to prevent juvenile violence in Yogyakarta. This study employs a descriptive qualitative approach, utilizing a case study method that involves in-depth interviews, observation, and documentation. The results of the study show that the creative strategy includes planning content ideas, a production process that emphasizes spontaneity and local social realities, and consistent uploading of content relevant to the lives of teenagers in Yogyakarta. This strategy is supported by the utilization of YouTube’s interactive features, which allow audience engagement. Through this creative process, the content produced not only attracts viewers’ attention but also consistently attracts an audience, enabling it to represent the issue of juvenile delinquency in a contextual way. Furthermore, the content serves as a medium of social education for the community, while strengthening YouTube’s role as an informative communication platform that raises public awareness.
Communication Openness in Building Trust in Marriage Post-Infailthfulness Diana Saputri; Sovia Sitta Sari
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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The phenomenon of infidelity is becoming increasingly common today.  Unhappy marital conditions and unmet needs of partners can trigger infidelity. Infidelity is a violation that can destroy trust in a partner.  However, interestingly, some people choose to end their relationships after discovering their partners are cheating, while others choose to stay and try to repair their marriage. This study aimed to analyze, describe, and identify the role of communication openness in building trust between spouses after infidelity. This study employed Social Penetration Theory as a framework for self-disclosure, and the research method used was descriptive qualitative research. Data were obtained from primary data, secondary data, and in-depth interviews involving two married couples who had experienced infidelity in their marriage. Research indicates that open communication plays a vital role in rebuilding trust, as demonstrated by honesty, a willingness to express feelings, and consistent behavior following conflict. Interpersonal communication is crucial as a strategy for restoring marital relationships after infidelity.
Digital Activism in Environmental Sustainability Issues: An Analysis of Media Literacy Within the Framework of Globalization-Induced Social Movements (Gisms) Inaiya Shafa Salsabila; Swita Amallia Hapsari, M.I.Kom
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Indonesia faces a serious challenge related to a water crisis predicted to occur in 2040, particularly on the island of Java. This has led to the emergence of environmental social movements initiated through various media, including Instagram. The account, Jaga Semesta, is a digital grassroots movement focused on campaigning for spring restoration and advocating for environmental issues. This study aims to describe the role of digital activism in advocating for issues through the Jaga Semesta account. The theory applied in this study is GISMs (Globalization-Induced Social Movements) by Paul Almeida.The study was conducted using a qualitative content analysis approach, with data collection techniques through observation and documentation. The results show that Jaga Semesta consistently engages in digital grassroots activities related to environmental sustainability and spring restoration. Furthermore, GISMs' digital activism has also contributed to the community's efforts.and building collective awareness and successfully bringing about behavioral change through the spring monitoring and restoration movement. Meanwhile, media literacy plays a role in shaping critical audience awareness, encouraging public participation, and strengthening the movement's legitimacy through the dissemination of credible information. The use of digital technology has now transformed from a mere consumption tool into a crucial means of community empowerment to educate about the risks of water crises due to blocked springs, while simultaneously encouraging innovation in sustainable clean water management to achieve SDG 6. Strong public support will have an impact on water restoration efforts, and social media can be used to disseminate this information to a wider reach.
The Activities of Beauty Influencers with Physical Disabilities on Tiktok as A Means of Disability Awareness Education Rif'an Safitri Pakaya; Swita Amallia Hapsari, M.IKom
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

Social media opens new opportunities in the digital creative industry, with TikTok serving as a platform that supports the production, distribution, and commercialization of content. In this context, the presence of influencers with disabilities plays a role in expanding representation in the digital space, particularly within the beauty industry, which has long been dominated by normative beauty standards. This study aims to analyze the activities of beauty influencers with physical disabilities on TikTok, with the research subject being Afii Mans, a beauty content creator with 11.9k followers who actively shares content and builds interactions with her audience. This study employs a qualitative approach using content analysis and draws upon Vincent Mosco’s theory of commodification. Data collection techniques involved observation and documentation of content as well as audience interactions. The results indicate that social media, particularly TikTok, plays a role in providing a more inclusive space for representation of people with disabilities, while also facilitating visibility, audience engagement, and business collaboration opportunities. The commodification practices observed include the commodification of content, the audience, and the identities of people with disabilities. The presence of beauty influencers with disabilities not only contributes to the digital beauty industry but also plays a role in raising disability awareness, challenging social stigma, and promoting inclusivity within the digital ecosystem. This research contributes to efforts to reduce inequality as outlined in SDG 10 (Reduced Inequalities) by emphasizing the importance of equal access, participation, and economic opportunities for people with disabilities and the digital beauty industry ecosystem.

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