Jurnal ASPIKOM
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A multimodal analysis of a brand ambassador post on social media
Full text linkThe selection of brand ambassadors for advertising campaigns, particularly in social media, is widely popular, especially when Korean celebrities are appointed as models. Addressing a research gap regarding the multimodal analysis of local brand ambassadors, this study diverges from prior research that predominantly concentrates on Korean brand ambassadors. Utilizing Instagram posts from the @aliciabeverlyw account, who happens to be a brand ambassador of Kalbis Institute and a social media influencer, the study examines a dataset comprising nine image-based posts. Employing multimodal analysis, the study seeks to explain the three metafunctions of the advertisements, drawing upon Kress and Leeuwen's social semiotics theory. The result indicated that the brand ambassador established trustworthiness with the audience at the ideational level. She fostered a sense of familiarity and similarity with the audience within the interpersonal metafunction. Lastly, she introduced product match-up and product transfer elements to the audience at the textual metafunction level. To sum up, the study concluded that the brand ambassador utilized multimodal metafunctions as a strategy to build rapport with the audience
Temporal evolution of strategic narratives: Chinese TikTok propaganda and the South China Sea conflict
Full text linkDespite extensive research on social media influence, a significant gap exists in understanding how audiences interpret and engage with Chinese propaganda on short-form video platforms, particularly regarding territorial disputes. This study examines the temporal evolution of strategic narratives in Chinese TikTok propaganda related to the South China Sea conflict, integrating Walton's propaganda framework with Strategic Narrative Theory. A quantitative survey approach employed 100 university students from Universitas Muhammadiyah Yogyakarta who evaluated five Chinese state-controlled TikTok videos using surveys based on Walton's ten propaganda characteristics, with temporal pattern analysis examining strategic narrative evolution across the video sequence. Statistical analysis revealed three distinct strategic narrative types: (1) core narratives maintaining consistency across videos (PC4, PC6, PC8), (2) adaptive narratives demonstrating systematic learning and optimization (PC10), and (3) experimental narratives testing alternative approaches (PC1, PC7). The findings demonstrate that Chinese propaganda operates through sophisticated portfolio management strategies combining narrative stability with dynamic optimization mechanisms, indicating a mature understanding of digital audience psychology and cross-cultural influence effectiveness. This research advances strategic communication theory by providing empirical evidence that contemporary digital propaganda functions as evolving strategic narrative systems rather than static content, requiring analytical frameworks capable of capturing dynamic communication processes in competitive information environments
Citation analysis of academic literature on terrorism and social media in Indonesia
Full text linkThis research aims to evaluate the trends in publications regarding terrorism and social media in Indonesia in 2010 to 2023. The data is categorized by publication year, research topics, and fields of study. Researchers also calculated the citations received by each publication By using citation analysis, the study seeks to uncover patterns of scholarly attention, identify the most cited works, and determine the degree to which Indonesian research is integrated into the global discourse on terrorism and digital media. This research is necessary because of limited bibliometric assessment of how this field has grown and how influential it has been. The research findings indicate that publication trends peaked in 2021 in several topics such as radicalization/propaganda, counter radicalism/deradicalization, and religious moderation. The fields of Islamic studies and Communication studies were the most prolific in publishing studies on this subject. Of the 165 articles analyzed, only 15 articles received more than 10 citations in the broader terrorism research. On average, social media and terrorism research were cited only six times per publication in the broader terrorism literature. These suggest a lack of integration with the broader terrorism literature.
Shifting roles of public relations professionals in artificial intelligence technology era: Case study of XY PR and digital agency
Full text linkThe Artificial Intelligence (AI) technology has changed the way public relations professionals conduct research, build relationships with the public and personalize messages, one of which is at the PR and Digital XY agency. Artificial intelligence is not only a tool but also a technology that drives a shift in the role of Public Relations professionals in the communications industry. This study aims to analyze the shift in the role of public relations professionals in dealing with the development of artificial intelligence technology in the public relations profession. The theory used is technological determinism and the role of public relations. The method used in this study is a case study with data collection techniques in the form of interviews and literature studies. The results of the study show that in the era of artificial intelligence, there has been a shift in the role of public relations professionals from the four conventional PR roles to the role of gatekeepers and validators. PR is required to have digital communication competencies and ethical behavioral principles in using artificial intelligence technology
Quarter life crisis in the communication process on early adulthood
Full text linkThis study aims to analyze the phenomenon of Quarter Life Crisis (QLC) in emerging adults. The research was conducted using a qualitative approach through in-depth interviews with several informants and analysis of relevant literature. The findings indicate that Quarter Life Crisis is a condition commonly experienced by individuals during the transition from late adolescence to early adulthood. Common symptoms include anxiety about the future, confusion in making major life decisions (such as choosing between continuing education or getting married), social pressure, and frustration due to social comparison with peers. The main contributing factors to QLC include intolerance to uncertainty, suboptimal personal growth, and low family functioning. Using a holistic-systemic model, the QLC experiences of each informant in this study are understood as a process of communication with the surrounding environment and self-transformation, through four phases: locked-in, separation, exploration, and rebuilding
Women’s leadership in media representation of Srikandi governor candidates
Full text linkOnline media shapes the construction of women's political leadership not only through text narratives, but also through visual symbols that are an important part of political discourse. This research aims to reveal the representation of the Three Srikandi Candidates for East Java Governor 2024 in online media coverage. Using a qualitative approach with Van Leeuwen's multimodal-visual analysis method. Data were obtained through documentation and corpus data (N=30) from 21 online media, considering aspects of 5W 1H, cover both sides, time period, context, and background. The results showed that online media emphasized diversity and women's representation in politics, and displayed seriousness, professionalism, and political support for the three candidates. The findings contribute to the mainstreaming of women's political leadership through the use of superlative and visual symbols in political communicatio
Connectivity of digital marketing communication strategy between tourism facilities and interests
Full text linkTourism facilities contribute significantly to enhancing the tourist experience by offering comfort, cleanliness, safety, and entertainment. However, their direct effect on tourism interest remains unclear. This study examines the relationship between tourism facilities, digital marketing communication strategies, and tourism interest using a mediated model. A quantitative survey was conducted on Pari Island, Seribu Islands, involving 223 tourists selected through purposive sampling. Respondents were aged 17 or older and had visited within the past six months. Path analysis was used to analyze the data. Results show no significant direct effect between facilities and tourism interest. However, digital marketing strategies strongly mediate the relationship. These strategies promote tourism facilities and engage tourists through interactive communication. The study highlights the importance of digital platforms in shaping tourism interest. Future research is recommended to explore this model across destinations, timeframes, and demographic segments using Structural Equation Modeling (SEM) for broader insights
Digital communication strategy of Instagram @chinese_server in deconstructing anti-Chinese sentiment
Full text linkTo date, negative sentiments toward the Chinese ethnic group in Indonesia still exist. Using a content analysis research design, this study attempts to analyze the effective communication strategies of the Instagram account @chinese_server in rectifying various negative sentiments toward the Chinese ethnic group. The results show that the account effectively deconstructs negative sentiments towards the Chinese ethnicity, including pro-PRC, exclusivity, non-nationalism, and atheism, through historical and social narratives packaged in short videos. The account can reach cross-ethnic audiences, encourage multicultural understanding, and facilitate a shift in attitude from ethnocentrism to ethnorelativism. However, resistance is still evident in the form of negative comments. This study is expected to contribute to the discourse on the role of social media in shaping public perception and multicultural education
Journalist association perspective regarding of intervention and intimidation against student press
Full text linkStudent press as an alternative media often faces intervention and intimidation, both from within and outside the university environment. The absence of legal protection, due to their exclusion from Law No. 40 of 1999 of the Press, makes student journalists vulnerable to repression. This study is important to explore how journalist associations, namely the Press Council (Dewan Pers), the Alliance of Independent Journalists (AJI), and the Indonesian Student Press Association (PPMI) perceive and respond to this issue. Using a qualitative approach, this research employs in-depth interviews with key informants and document analysis of reported cases. The findings reveal that regulatory gaps, a campus culture resistant to criticism, and asymmetrical power relations contribute to the persistence of intimidation. Moreover, existing mechanisms such as the Cooperation Agreement (PKS) are seen as legally weak and ineffective in protecting student press activities. This study recommends the establishment of higher-level regulations, such as a ministerial decree, to provide legal standing for student press within the national media ecosystem
Digital political discourse in #nazarpemilu unique hashtag on X/Twitter in the 2024 Indonesian presidential election
No full text#nazarpemilu on X/Twitter was a unique digital political reality during the 2024 Indonesian presidential election. It stood out as the only political hashtag that had practical consequences in the real world. On January 6, 2024, there were 49,562 mentions of #nazarpemilu on X/Twitter. The movement involved 6,432 accounts. This study aimed to describe and critique the construction of digital political reality on #nazarpemilu. This research uses a qualitative approach with a critical discourse analysis method.Through analyzing #nazarpemilu documents, conducting in-depth interviews with account owners, utilizing library data, and exploring intertextuality, it was discovered that social media acted as a public platform for expressing political aspirations in the face of inactive state institutions. #nazarpemilu represented a manifestation of despair against the inefficacy of formal state institutions, supporting candidates who shared similar values and opposing those who lacked integrity or violated the constitution. The research concluded that the dynamics of social media showcased a wave of positive, creative, and constructive energy that transcended into the physical realm. The readiness to embrace differing opinions online and offline led to many ideas and creativity, as evidenced by #nazarpemilu. The results of the study show that hashtags on X/Twitter are an arena for discourse battles to thwart candidates in political contests. Furthermore, social media goes beyond its original nature and function. It has turned into a political action that mobilizes citizens