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Proceeding of International Conference on Social Science and Humanity
Published by Antis Publisher
ISSN : -     EISSN : 30639611     DOI : https://doi.org/10.61796/icossh
Core Subject : Economy, Health, Science, Education, Agriculture, Social, Engineering,
Agriculture, Biological Sciences & Forestry Earth & Planetary Sciences Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Public Health Social Sciences Other
The Proceeding of International Conference on Social Science and Humanity is a global platform designed to bring together scholars, researchers, and practitioners from diverse disciplines to share their cutting-edge research and insights in the fields of social sciences and humanities. The conference aims to foster interdisciplinary dialogue, promote academic collaboration, and advance the understanding of complex societal issues. Topics of discussion range across sociology, psychology, anthropology, education, history, philosophy, linguistics, political science, economics, and the arts and humanities. By encouraging the exchange of innovative ideas and critical analyses, the conference seeks to contribute to the betterment of society and the resolution of pressing human challenges.
Arjuna Subject : Umum - Umum
Articles 411 Documents
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CRITICAL DISCOURSE ANALYSIS OF KHOFIFAH INDAR PARAWANSA'S POSITIVE IMAGE IN NAJWA SHIHAB'S YOUTUBE VIDEO Della Rizky Artanadya; Sufyanto
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 2 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i2.424

Abstract

Objective: This study analyzes Khofifah Indar Parawansa in Najwa Shihab's YouTube video during the 2024 East Java regional elections. Using Teun A. van Dijk's critical discourse analysis theory, this study aims to determine how Khofifah builds her positive image in Najwa Shihab's YouTube video. Method: This study uses observation and documentation methods to collect the necessary data.  Results: The results of the analysis show that Khofifah successfully built a positive image in the public eye through the use of polite and easy-to-understand language, as well as effective communication strategies on the YouTube platform. The main themes raised included strategies for surviving political contests and previous achievements, with an emphasis on good relations with political rivals and attention to gender equality issues. Novelty: Accordingly, through Van Dijk's critical discourse analysis, Khofifah has successfully built a positive image as a competent, inclusive, and visionary leader. This study is expected to contribute to political communication theory and provide insights for communication practitioners in building a positive image in digital media.
OH SEHUN'S BRAND AMBASSADOR REPRESENTATION FOR WHITELAB PRODUCTS ON INSTAGRAM Armilia, Elfira; Aesthetika , Nur Maghfirah
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 2 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i2.425

Abstract

Objective: This study aims to analyze the meaning of visual signs in Whitelab's Instagram content featuring Oh Sehun as a brand ambassador, using Charles Sanders Peirce's semiotic approach. This study examines how visual elements such as photos, text, and colors displayed in Instagram posts can build brand image and influence audience perception of Whitelab products. Method: Using triadic semiotics theory involving representamen, object, and interpretant, this study identifies how visual signs interact to form meanings understood by the audience. Results: Data was collected through documentation of Whitelab's official Instagram posts featuring Oh Sehun and analyzed qualitatively to understand how brand messages are constructed and received by the audience. Novelty: The results of this study show that the representation of visual elements such as poses, colors, and text in promotions serves to reinforce Whitelab's image as a modern and scientific premium skincare brand, as well as strengthen emotional connections with the audience, especially K-pop fans.
ANALYSIS OF THE APPLICATION OF DAGMAR THEORY IN DHILA FOOD'S DIGITAL MARKETING STRATEGY VIA TIKTOK Ridwan, Elent Praditya; Hariyanto, Didik
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 2 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i2.426

Abstract

Objective: This study aims to analyze the application of the DAGMAR (Defining Advertising Goals for Measured Advertising Results) theory in the digital marketing strategy of Dhila Food through the TikTok platform. The background of this research is based on the increasing use of social media by SMEs as a promotional tool to expand market reach and build stronger engagement with consumers, with TikTok chosen for its fast content distribution and interactive features. Method: This study uses a qualitative method with data collected through interviews, observations, and documentation. Results: The findings indicate that Dhila Food’s digital marketing strategy can be explained through the five stages of the DAGMAR theory: unaware, awareness, comprehension and image, attitude, and action. Consistent content uploads, the publication of On the Road schedules, live streaming activities, and documentation of customer queues are key factors in raising awareness, strengthening brand image, and fostering positive attitudes, which ultimately lead to purchase actions. Novelty: Thus, the application of DAGMAR in Dhila Food’s digital marketing strategy via TikTok has proven effective in increasing consumer interest and enhancing brand image.
GENDER DECONSTRUCTION IN GEN Z SOCIAL MEDIA: A STUDY ON TIKTOK ACCOUNTS BEAUTY INFLUENCER @AKUNBARUKAREL Rositah, Nila Dwi Noor; Dharma, Ferry Adhi Dharma
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 2 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i2.427

Abstract

Objective: This study aims to analyze the deconstruction of gender identity presented by @akunbarukarel on TikTok and how it challenges conventional understandings of masculinity and femininity in the digital sphere. Method: The research applies Jacques Derrida’s theory of deconstruction within a qualitative framework, utilizing observation, interviews, and content analysis to examine gender representation and audience reception. Results: The findings indicate that Karel embodies a fluid and inclusive gender identity, disrupting binary categorizations and fostering discourse on gender diversity within social media spaces. The content is largely embraced by Gen Z audiences, although it faces resistance from conservative groups. Moreover, Karel’s gender-fluid expression not only generates social influence but also creates economic opportunities through collaborations with beauty brands, highlighting the intersection of identity, culture, and commerce. Novelty: This study contributes new insights into how TikTok functions as a cultural arena where deconstructed gender identities are negotiated, normalized, and commercialized, offering a dynamic narrative that redefines gender discourse in contemporary digital society.
WARDAH'S BRAND IMAGE THROUGH INSTAGRAM SOCIAL MEDIA @WARDAHBEAUTY Bintang Khalishah; Rochmaniah, Ainur
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 2 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i2.428

Abstract

Objective: This study conducted interviews with ten active users of the Wardah Beauty Instagram account to analyze consumer perceptions of the Wardah brand image built through their content and interactions on the account. Method: This study used a descriptive qualitative approach. Results: The results showed that most respondents had a positive perception of the Wardah brand, which was considered to have a strong image, be halal, and be in line with Indonesian women's values. Consumers are more aware of and trust informative and interesting content, such as makeup tutorials and product reviews, as well as active interactions on social media. The emotional attachment built through personal experiences and positive customer reviews also increases customer loyalty to the brand. According to this study, Wardah must continue to create new content on social media to attract customers and maintain its success in an increasingly competitive beauty industry. The results show that Wardah has successfully created a trustworthy brand image in the eyes of consumers through consistent visual appearance and the ability to establish solid interactions through informative and educational content. Wardah has been able to increase consumer awareness and trust in Wardah products and strengthen long-term loyalty. Novelty: This study highlights the role of consistent visual appearance and interactive, informative social media content in building consumer trust, emotional attachment, and long-term loyalty to a halal beauty brand in Indonesia.
STUDENTS' PERCEPTIONS OF 'BRAIN DECAY' CONTENT ON THE TIKTOK ACCOUNT @CNNINDONESIA Wulansari, Fitri Retno; Aesthetika, Nur Maghfirah
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 2 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i2.429

Abstract

Objective: 'brain rot' presented through the content of @cnnindonesia TikTok account. Using qualitative methods and phenomenological approaches, this study explores students' subjective experiences in consuming digital content and how Joseph A. DeVito's theory of perception can explain the way they shape their understanding of the phenomenon. Method: The data was collected through in-depth interviews with five informants who were active students, aged 18-25, had a TikTok account, and had followed @cnnindonesia account. Results: Based on the findings, student perceptions. 'Brain decay' is formed through a five-stage process, with the interpretation-evaluation stage being the most important. The informants agreed that this phenomenon is real among students, characterized by a decrease in critical thinking skills and a tendency to avoid in-depth content due to excessive consumption of 'dime' content. Nonetheless, content @cnnindonesia spark strong self-awareness, encourage students to be more selective in choosing content, limit the duration of social media use, and retrain focus. Novelty: The conclusion of this study emphasizes the importance of digital literacy and self-awareness to overcome the negative impact of 'brain decay' content.
IMPLEMENTATION OF THE MOBILE JKN PROGRAM IN PUBLIC SERVICES AT THE CANDI COMMUNITY HEALTH CENTER IN SIDOARJO REGENCY Nike Surya Saputri; Ahmad Riyadh Umar Balahmar
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 2 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i2.431

Abstract

Objective: This study aims to analyze the implementation of the Mobile JKN application at the Candi Community Health Center (Puskesmas Candi) in Sidoarjo Regency as part of the digital transformation of public services. Method: The method used was descriptive qualitative, using observation, interviews, and documentation techniques. The analysis was conducted using George C. Edward III's policy implementation theory, which includes four indicators: communication, resources, disposition, and bureaucratic structure. Results: The results showed that the implementation of Mobile JKN has not been optimal. In terms of communication, there are still obstacles in socialization and digital literacy, especially among the elderly. In terms of resources, staff are sufficiently prepared, but user skills are not evenly distributed. In terms of disposition, staff attitudes are considered good and cooperative, although some patients still experience difficulties. Meanwhile, in terms of bureaucratic structure, limited SOPs and application features hinder smooth service delivery. These findings emphasize the need for increased socialization, infrastructure improvements, and regulatory strengthening so that the use of Mobile JKN can support basic health services more effectively. Novelty: This study highlights the real challenges in implementing a digital public service application in a community health center context, particularly emphasizing the gaps in communication, user skills, and bureaucratic support, which are often overlooked in digital transformation initiatives.
STORYTELLING ANALYSIS ON YOUTUBE ACCOUNT CONTENT @NADIAOMARA Amelia, Nike Firnanda Dwi; Aesthetika, Nur Maghfira
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 2 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i2.432

Abstract

Objective: This study aims to analyze Storytelling on the content of @NadiaOmara youtube account. Method: This research also uses Joe Lambert's digital storytelling theory which includes seven main elements. The research method used is a qualitative approach with a descriptive nature, which is carried out through observation of YouTube content @NadiaOmara. The data analysis technique refers to the model developed by Miles and Huberman, which includes three main stages, namely data reduction, data presentation, and conclusion drawing or verification process. Results: The results of the study show that the success of Nadia Omara's storytelling is supported by the use of seven digital storytelling elements by Joe Lambert, namely Point of View, Dramatic Question, Emotional Content, The Gift of Your Voice, the power of the soundtrack, Economy, Pacing which creates a strong story atmosphere and maintains the audience's attention until the end. The narrative techniques applied not only build tension, but also strengthen the emotional connection with the audience. Novelty: By understanding this strategy, this research can be a reference for other content creators who want to develop more effective storytelling on digital platforms.
DRAMATURGY IN THE IDENTITY AND IMAGE OF INFLUENCER MUSDALIFAH BASRI ON THE TIKTOK ACCOUNT @MUSDALIFAHBASRII zahra, Amelia; Aesthetika, Nur Maghfirah
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 2 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i2.433

Abstract

Objective: This study aims to analyze the application of front stage and back stage concepts in the formation of Musdalifah Basri's identity and analyze how her image shapes interactions with her followers on TikTok. Method: Using descriptive qualitative methods, data were collected through non-participatory observation on @musdalifahbasrii and @emde.team accounts, documentation, and literature studies. To analyze these objects, not all videos are sampled, but are specifically selected based on three main criteria. Results: The results of the study show that Musdalifah strategically uses his main account as a front stage to present a consistent comedic persona through hyperbolic appearances, styles, and settings. Uniquely, the back stage is deliberately exposed through his team account (@emde.team) to show a simple and collaborative work process, in order to build an authentic image and closeness to the audience. This dual strategy has proven to be successful in creating very high audience interaction, although it tends to be one-way. Novelty: The dual strategy of exposing both front stage and back stage through separate accounts to construct an authentic image and closeness to the audience, while maintaining a highly interactive but predominantly one-way engagement, highlights a unique approach in TikTok identity formation.
ANALYSIS OF INFORMAL COMMUNICATION NETWORKS IN HARDCORE VIOLENCE YOUTH CREW 253 COMMUNITY Rizq Iskandar, Rayhan; Rochmaniah, Ainur
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 2 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i2.434

Abstract

Objective: This study aims to analyze informal communication networks in the hardcore violence youth crew 253 community in Sidoarjo. The relationships between individuals in the community form a communication network that reflects the social structure and pattern of information dissemination. By understanding these patterns, the communication process can be carried out more effectively and efficiently. Method: The method used is a quantitative approach by involving 30 community members who are active in various activities, such as concerts and discussions. Data was collected through questionnaires and in-depth interviews, and then analyzed using the UCINET application to measure various network metrics, including density, eigenvector centrality, degree centrality, and betweenness centrality. Results: The results of the analysis showed that the communication network in this community has a fairly high level of attachment with a density value of 57%. The actor with the highest eigenvector centrality value is Falah, which acts as the main link in the dissemination of information. In addition, it was found that several actors play a crucial role in accelerating the flow of communication. The communication patterns formed in this network follow the gossip sequence communication pattern, which reflects the informal and organic character of the interaction dynamics within the community. Novelty: This study reveals the specific informal communication patterns within a hardcore youth crew, highlighting the key actors and their roles in information dissemination, as well as the organic, gossip-based interaction dynamics unique to this community.

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