Journal of Content and Engagement

Representation of Racism in the Film "Till"

Stara Asrita, Muhammad Syah Tegar Alreswara; Deani Prionazvi Rhizky — Mon, 22 Jan 2024 00:00:00 +0700

The purpose of this study is to answer how signifier and signified are displayed in the film "Till" and what are the representations of racism contained in the film "Till". The data studied is in the form of pieces of images, sounds, text or sounds contained in the film "Till". This study is using Saussure's semiotics. It will help analyse media texts with a set of signs that have various meanings. The result of this study shows that the film "Till" contains acts of racism based on Henry and Tator's theory in the form of Individual Racism and Systemic Racism. This theory is divided from Internalized Racism, Interpersonal Racism, Institutional Racism and Structural Racism. Researchers examine each component of the types of racism such as reactions, associations, perspectives, identity, labelling, stereotypes, separatism, and discrimination.

Interpersonal Communication in Maintaining Marital Harmony : Ethnographic Study of Married Couples Aged 15-20 Years in Bekasi

Fitri Sarasati, Helen Olivia, Abdul Latief, Achmad Budiman Sudarsono — Mon, 22 Jan 2024 00:00:00 +0700

Being married for 15-20 years is not easy. Various challenges experienced by couples can reduce marital harmony – the importance of good communication between couples to keep the relationship from being damaged. This research uses Relational Maintenance Theory. This qualitative research uses the post-positivism paradigm and ethnographic methods, data collected through in-depth interviews, observations, and literature studies. The result of this study is that husband and wife often get differences in how to educate children, communication problems, and differences in character and culture. Communication is the first way couples solve problems, such as continuing to communicate using media when their partner is in a bad mood. Married couples also take several ways to maintain their marital relationship, such as openness, assurance, sharing duties, joint activities, and complementarity and understanding. Interpersonal communication carried out by married couples with a marriage age of 15-20 years is quite good, and they can maintain the harmony of their marriage to date.

The Effectiveness of Using Neymar Jr. as a Brand Ambassador for Mister Potato Products on Instagram Social Media

Ronaldo Budialim, Felicia Goenawan — Mon, 22 Jan 2024 00:00:00 +0700

Mister Potato, a prominent potato chip brand originating from Malaysia, was established in 1992 and has since secured its position as the leading snack choice in Malaysia. As part of its 30th-anniversary celebrations, Mister Potato proudly appointed the globally renowned football athlete Neymar Jr. as its brand ambassador. This study endeavors to evaluate the efficacy of Neymar Jr. in his role as the brand ambassador for Mister Potato. Employing a survey method facilitated through the Likert scale, the researchers collected responses until reaching a sample size of 100 respondents. The assessment of effectiveness was carried out using the VisCAP model. The outcomes of this research unequivocally affirm the effectiveness of Neymar Jr. as a brand ambassador for Mister Potato.

How Followers Perceive Local Brands: A Case Study of a Food & Beverage Industry’s Instagram Account

Yovan Immanuel, Paramita Widjaya — Mon, 22 Jan 2024 00:00:00 +0700

This study analyses a local Surabaya-based cafe and explores its branding through media activity, particularly on Instagram. As Instagram is a widely used social media platform in this day and age, businesses have also tried to expand their reach through said medium. The objective of this research is to find out through this local cafe, whether or not marketing one’s brand (awareness) through Instagram is effective. This is measured through the brand theory and consumer knowledge theory. This research also employs the marketing public relations theory. Data was collected through distributing questionnaires to 110 respondents using purposive random sampling. The questions used in the questionnaire are all based on brand elements as well as factors in consumer knowledge. Based on the researchers’ calculations, the level of knowledge of consumers regarding this local cafe is considered high, thus for this particular cafe, using Instagram as a medium to do marketing communication and increasing brand awareness is considered as effective.

Netnography Study of Menjadi Manusia Community Network Communication on Discord

Mon, 22 Jan 2024 00:00:00 +0700

Mental health issues have been widely discussed in this modern era. By doing so, mental health care communities have been increasingly developed globally. One of the most popular social communities in Indonesia is Menjadi Manusia. This community has gained a large number of members across different social media platforms, including Discord as their communication network. This research was conducted using digital netnography method to see communication patterns of Menjadi Manusia community network on Discord. The community targeted in this study consists of all Discord users that actively participate in discussions in the Menjadi Manusia community. Using the netnography method, this research observed conversations and messages in Discord, as a safe place to talk, speak and share their stories or problems freely and to be human through the discord community channel. Through this channel, there are places where people can speak up specifically through communication disclosure. These interactions are made to fulfil the needs and purpose of this community, to be a safe place to fix their mental health and cure every emotion and problem they have to each other.