COMMICAST

Analyzing the SUPER A Strategy in Gojek's 'Emak Hemat' Advertisement

Gibbran Prathisara, Anang Masduki — Mon, 29 Dec 2025 00:00:00 +0000

Gojek’s digital advertising campaigns frequently gain viral traction due to their strong cultural relevance, emotional appeal, and creative narrative execution. However, limited academic studies specifically examine how the SUPER A creative strategy is applied within these campaigns to enhance audience engagement and brand perception. This study aims to analyze the implementation of the SUPER A strategy. Simple, Unexpected, Persuasive, Entertaining, Relevant, and Acceptable, in Gojek’s “Emak Hemat” advertisement, a campaign widely recognized for its humor, cultural resonance, and strong message of frugality. The research contributes to the growing body of literature on creative advertising strategies in Southeast Asia and provides practical insights for advertisers seeking effective storytelling models in the digital era. This study employs a qualitative research design using a case study approach and qualitative content analysis. Data were collected through documentation and non-participant observation of visual and textual elements in the “Emak Hemat” advertisement. The data were coded and analyzed based on the six dimensions of the SUPER A framework. The findings reveal that the advertisement successfully integrates all SUPER A elements. The narrative is simple and relatable, while unexpected comedic scenes maintain audience attention. The campaign’s persuasive messages emphasize affordability and practicality, supported by entertaining humor rooted in everyday Indonesian family life. Cultural relevance is strongly reflected in the portrayal of a frugal mother figure, and the closing tagline ensures the message remains acceptable and memorable to diverse audiences. In conclusion, the effective implementation of the SUPER A strategy strengthens Gojek’s brand positioning as a practical, economical solution for daily needs and demonstrates how culturally grounded storytelling can enhance advertising effectiveness in digital environments.

Visualization of Hashtag War in digital activism spontaneous on social media

Firna Sayyidatul Qurroh 'Aini, Nur'annafi Farni Syam Maella, Zulaikha — Mon, 29 Dec 2025 00:00:00 +0000

This study explores visualization patterns in Indonesia’s spontaneous digital activism through three major hashtags, #KaburAjaDulu, #ResetIndonesia, and #fyp, using Norman Fairclough’s Critical Discourse Analysis (CDA). A total of 300 social media posts from Twitter (X), Instagram, and TikTok were purposively selected and analyzed at three levels: textual, discursive, and social practice. The results reveal that each hashtag demonstrates distinct visual and narrative strategies shaped by the issue context, participating actors, and distribution mechanisms. #KaburAjaDulu reflects spontaneous satire and public frustration through memes and videos, #ResetIndonesia articulates reformist discourse via structured visuals such as infographics and digital posters, while #fyp functions as an algorithmic amplification strategy on TikTok. These visualizations construct dominant and counter-narratives that reflect broader socio-political tensions and digital resistance. The study contributes to digital political communication scholarship by integrating visual discourse analysis with critical theory, offering new insights into how visual symbols and platform algorithms collectively shape public opinion and facilitate collective engagement in Indonesia’s evolving online political sphere.

Tendency on power dynamics and social Identity through negative sentiment utterances

Ami Lia Calista, Ajar Pradika Ananta Tur — Mon, 29 Dec 2025 00:00:00 +0000

This paper investigates how political candidates of differing social status pragmatically employ sentiment in formal debate discourse, focusing on the 2024 U.S. Presidential Debate between Donald Trump and Kamala Harris. Political debates are rich in rhetorical strategies where sentiment influences persuasion and public perception, yet the pragmatic dimension of sentiment remains underexplored. To address this gap, the research integrates computational sentiment analysis with speech act classification to uncover how language choices fulfill rhetorical intentions. Using a mixed-method approach, VADER sentiment analysis was combined with manual categorization of speech acts based on Searle’s taxonomy. Debate transcripts were analyzed to quantify sentiment polarity and identify corresponding pragmatic functions. Results indicate that both candidates strategically used assertive, expressive, and commissive acts imbued with contrasting emotional tones. Trump frequently employed hyperbolic and affect-laden expressions to assert dominance and provoke response, whereas Harris relied on structured critique and historical references to convey accountability and moral authority. Sentiment functioned as a pragmatic resource for negotiating credibility, reinforcing social identity, and managing power relations. These findings highlight sentiment’s dual role as an emotional and rhetorical mechanism in high-stakes political communication. This study contributes to pragmatic and political discourse studies by demonstrating how negative sentiment utterances are systematically embedded within assertive, expressive, and commissive speech acts to negotiate power dynamics and construct social identity in formal political debates, while empirically extending speech act theory through the integration of computational sentiment analysis and qualitative pragmatic interpretation.

Communication Strategy of the Indonesian Ministry of Religious Affairs in the Performance and Affirmation Assistance Program (BKBA) through the REP-MEQR Project

Heru Susanto, Afdal Makkuraga Putra — Mon, 29 Dec 2025 00:00:00 +0000

The rapid expansion of digital media has transformed government communication practices; however, its strategic application in large-scale education reform programs remains underexplored. In Indonesia, the Ministry of Religious Affairs utilizes digital platforms, particularly YouTube, to disseminate information on the Performance and Affirmation Assistance Program (BKBA) under the Realizing Education’s Promise Madrasah Education Quality Reform (REP-MEQR) Project. Despite the program’s critical role in reducing disparities among more than 78.000 madrasahs, empirical studies rarely examine how digital communication strategies function within a multi-level bureaucratic structure or how they are perceived by beneficiaries. This study aims to analyze the Ministry’s digital communication strategy in socializing the BKBA Program through video-based content and to assess responses from recipient madrasahs. The study contributes to the literature on digital government communication by providing empirical evidence on strategy effectiveness in a tiered governance context. A qualitative research design was employed, involving field observations, in-depth interviews with Ministry officials, project managers, and madrasah representatives, as well as content analysis of official YouTube materials. The findings reveal that the Ministry applies a systematic and tiered communication strategy combining digital platforms, technical guidance, and direct socialization. While generally effective, the strategy faces challenges related to unequal digital literacy, infrastructural limitations, and inconsistent regional support. Nevertheless, beneficiary madrasahs report positive impacts, particularly improvements in educational infrastructure and institutional capacity. The study concludes that coordinated, multi-level digital communication can enhance government program outreach, provided that inclusivity, contextualization, and regional capacity strengthening are prioritized.

Tracing the Representation of Consumer Culture in the Home Sweet Loan Novel by Almira Bastari

Nina Agustina, Tristanti Apriyani, Jang Dongyun — Mon, 29 Dec 2025 00:00:00 +0000

Consumer culture increasingly shapes modern society by redefining consumption as a marker of identity, status, and social distinction rather than merely fulfilling material needs. This phenomenon is critically represented in Home Sweet Loan by Almira Bastari, a contemporary Indonesian novel that portrays urban life immersed in symbolic consumption. This study aims to analyze the representation of consumer culture in the novel through Jean Baudrillard’s theoretical framework, particularly the concepts of sign value, simulacra, and hyperreality. Employing a qualitative descriptive approach, the research uses repeated close readings of the text to collect data in the form of narrative excerpts, which are then systematically categorized and analyzed using content analysis techniques. The findings reveal that consumer culture in Home Sweet Loan operates through the dominance of sign value, where luxury goods function as symbols of social identity and status. Simulacra emerge in the portrayal of urban spaces and lifestyles that prioritize appearance over lived reality, while hyperreality is manifested through glamorous images of success that obscure socioeconomic disparities. These dynamics demonstrate how consumption shapes interpersonal relationships and self-perception within a materialistic urban society. This study contributes to literary and cultural studies by extending Baudrillard’s consumer culture theory to contemporary Indonesian popular literature, highlighting literature’s role in reflecting and critiquing modern consumerist ideology. The study concludes that Home Sweet Loan not only mirrors consumer culture but also invites critical reflection on the social consequences of identity construction through consumption.

Broadcasting in the Era of Digital Technologies: A Perceptual Assessment of Imo State Based Journalists

Mon, 29 Dec 2025 00:00:00 +0000

This study examines how digital technologies influence broadcasting practices among journalists in Imo State, Nigeria. Using a census-based survey (N=200), findings show that digital technologies significantly enhance news gathering, production speed, and dissemination efficiency (Mean=3.5). However, inadequate ICT training and poor infrastructure remain constraints. The study concludes that digital convergence has reshaped broadcast workflows, requiring sustained capacity building and policy support. The key contribution of this study was that it gave insights on how journalists perceive Digital Technologies in modern day broadcasting as well as how it is has influence the practice of broadcasting in the era of digital technologies especially in Imo State.

Cross-Cultural Communication to Support the Education of Indonesian Migrant Children: An Ethnographic Study at the AMI Tutoring Center in Penang, Malaysia

Alifa Salma Musyaffa, Oki Cahyo Nugroho, Niken Lestarini, Krisna Megantari — Mon, 29 Dec 2025 00:00:00 +0000

Increasing numbers of undocumented Indonesian migrant children in Malaysia face limited access to formal schooling and must navigate multilingual, multicultural environments that shape their learning experiences. While previous studies focus on legal and administrative barriers, the role of cross-cultural communication in non-formal education remains understudied. This research examines how communication practices support inclusive education at the AMI Penang Guidance Center. The study aims to explore how migrant children manage linguistic and cultural differences in daily learning and how educators adapt their communication to meet diverse needs. Using an ethnographic approach, data were collected through participant observation and semi-structured interviews with six children (ages 9–11) and educators at the center. Analysis followed thematic coding and was interpreted using Hurn and Tomalin’s cross-cultural communication and STAR (Stop, Think, Assess, Respond) frameworks. Findings show that children frequently experience confusion, hesitation, and identity negotiation when switching between Indonesian, Malay, and their mother tongues. Educators interpret these behaviors through cultural rather than purely linguistic lenses and respond with bilingual scaffolding, culturally familiar materials, emotional support, and flexible teaching strategies. These practices enhance students’ confidence, communication skills, and sense of belonging. The study contributes theoretically by positioning cross-cultural communication as a core dimension of inclusive education in transnational settings. Practically, it offers insights for designing culturally responsive non-formal education for undocumented migrant children.

Empowering Persons with Disabilities in the Fashion Industry: A Case Study of Layak Indonesia’s Inclusive Branding Strategy

Ade Indriani Siagian, Naurah Lisnarini, Maudy Rizkiana — Mon, 29 Dec 2025 00:00:00 +0000

The fashion industry often relies on tokenism or “pity narratives” when representing persons with disabilities, which limits their potential and perpetuates marginalization. This qualitative study addresses this critical gap by analyzing the strategy of Layak Indonesia, a local fashion brand that places the empowerment of persons with disabilities at the core of its mission, thereby challenging conventional industry norms. This research contributes by offering an empirical model of authentic and holistic inclusive branding within the Southeast Asian context, moving beyond purely theoretical discussions of social justice and woke-washing. Guided by a constructivist paradigm and employing a case study approach, data were collected through in-depth interviews with the founder and talents of Layak Indonesia, complemented by observational analysis of documents and media narratives. Data analysis utilized Categorical Aggregation, as proposed by Stake, which involves the systematic collection of events to interpret and construct meaning. The findings reveal that Layak Indonesia implements a holistic and structural strategy by prioritizing persons with disabilities as operational staff and creative partners, while explicitly rejecting the inspiration porn narrative. This approach effectively reframes disability identity in the public sphere, transforming individuals from objects of sympathy into professional, creative, and empowered subjects. As a result, the strategy contributes to increased self-confidence and expanded career opportunities for persons with disabilities. However, the study also identifies a significant “say–do gap” among consumers, wherein high levels of brand awareness and moral support do not consistently translate into purchasing behavior, largely due to price sensitivity and competition related to product quality. In conclusion, Layak Indonesia’s model provides a robust framework for authentic brand activism. Nevertheless, its long-term sustainability depends on the ability to balance strong social values with competitive business strategies within the highly demanding fashion market.

Forensic Linguistic Profiling of Defendant 'DRL' in the Helwa Beautycare Case

Nur Anzlina, Liu Zuxi, Irwan Suswandi, Tsurayya Yusra Zahirah Zahra — Mon, 29 Dec 2025 00:00:00 +0000

Linguistic profile analysis was used to analyze the dialect, idiolect, register, and language variation of the defendant "DRL" in this study. This study is a forensic linguistic study using a sociolinguistic approach. This type of study is descriptive and qualitative. The research data consisted of spoken language transcripts taken from three videos uploaded by "DRL" using the listen and note method. Phonetic analysis used IPA tables and Praline software for acoustic linguistic analysis. Based on the results of the study, the defendant "DRL" showed the use of the Palembang and Betawi dialects in his speech. The defendant also exhibited idiolects such as word repetition, random syntactic repetition, and phoneme changes in certain words. The defendant’s register was identified as a YouTube content creator based on the choice of vocabulary in his speech. The defendant also appeared to use language variation in the form of code-mixing in his speech. This research can be one of the insights that can strengthen the contribution of sociolinguistics in the field of forensic linguistics by emphasizing that linguistic analysis is not only descriptive but can also be applied in law enforcement and become one of the developments in linguistic profiling methods that utilize linguistic theory to prove the speaker’s intent, attitude and identity in the courtroom.

An analysis of Trust Mechanism and Strategies of Public Welfare Crowdfunding Platforms under the Perspective of Digital Governance A Case Study Based on Shuidichou

Chen Siying — Mon, 29 Dec 2025 00:00:00 +0000

With the deep penetration of digital technology into the philanthropic sector, public welfare crowdfunding platforms such as Shuidichou have become an important channel for public participation in social assistance. However, recurring problems including false fundraising claims, information asymmetry, and opaque fund flows have triggered frequent trust crises, posing serious challenges to the sustainability of public welfare crowdfunding and digital governance. Addressing how trust can be reconstructed through institutional arrangements, technological systems, and communication strategies has therefore become a critical issue. Drawing on a three-dimensional theoretical framework of interpersonal trust, institutional trust, and digital trust, this study aims to examine the internal logic and practical pathways of trust construction on the Shuidichou platform. Using a qualitative case study approach, the research analyzes platform function updates, interface design, governance measures, and authoritative media reports related to trust construction from 2016 to 2025. The findings reveal that trust on Shuidichou is generated through the dynamic inter-embedding of interpersonal, institutional, and digital trust. Interpersonal trust is expanded and mediated through social crowdfunding mechanisms and platform authentication, institutional trust is reinforced through transparent governance, participatory mechanisms, and risk control systems; and digital trust is established through multi-modal technologies that ensure transparency and verifiability. These dimensions interact synergistically rather than operating independently. This study concludes that trust construction in public welfare crowdfunding is a dynamic and governance-driven process. By elucidating the co-evolution of multi-dimensional trust mechanisms, the research contributes to the literature on digital trust and provides practical insights for optimizing trust governance and policy innovation in public welfare crowdfunding platforms.

Representing Female Independence in Barbie (2023): A Feminist Semiotic Analysis

Tegar Gunawan Saputra, Asih Ernawati — Mon, 29 Dec 2025 00:00:00 +0000

The persistent dominance of patriarchal stereotypes in mainstream cinema continues to position women as passive, dependent, and limited to domestic roles, thereby marginalizing representations of female independence and leadership. In response to this phenomenon, this study aims to examine how Barbie (2023) constructs and communicates female independence through feminist ideology, using a semiotic framework. Employing a qualitative descriptive method, this research applies Saussure an and Barthes semiotic analysis to selected scenes, focusing on visual cues, symbols, costumes, settings, and narrative structures that signify empowerment and resistance to traditional gender norms. The analysis highlights women's representation in professional and male-dominated roles, such as astronauts, pilots, political leaders, and construction workers, which symbolically challenge conventional gender boundaries. The findings reveal that Barbie successfully reconciles hyper-femininity with professional competence and authority, using aesthetic elements particularly color, costume, and spatial design as ideological tools to normalize female leadership and autonomy. The novelty of this study lies in its focus on semiotic representations of liberal feminist values within a globally popular mainstream film, rather than on narrative or audience-based analysis alone. In conclusion, this research demonstrates that Barbie (2023) functions not only as entertainment but also as a cultural text that redefines femininity as independent, empowered, and capable, contributing significantly to feminist film studies and contemporary media discourse.

The Impact of Instagram Social Media Information on the Transformation of Student Identity in Yogyakarta City

Afrilya Moudy Wuna, Dani Fadillah — Mon, 29 Dec 2025 00:00:00 +0000

This study aims to analyze how exposure to information about beauty on Instagram influences the identity transformation of female students at private universities in Yogyakarta. 's discussion focuses on three main aspects,namely: the process of forming a digital identity that is carried out selectively and aesthetically; the role of social validation in shaping self-confidence and self-assessment; and the discrepancy between digital identity and real identity that causes psychological pressure. The research uses a descriptive qualitative approach with data collectio techniques through online open questionnaires to ten informants who actively use Instagram and are exposed to beauty content. The analysis was conducted using Goffman's dramaturgy theory, Uses and Gratifications (U&G), and Social Identity Theory (SIT) to understand performative identity practices, social gratification needs, and social comparison processes in the digital space. The results show that female students construct digital identities as ideal images in an effort to gain positive impressions from their audience, but this creates a gap between their online representation and their authentic selves. The study confirms that Instagram functions as a complex space for identity negotiation and highlights the importance of digital literacy and reflective awareness in the use of social media among students.

National Media, Sports Rivalry, and Framing Practices: Indonesia–Malaysia Football Coverage

Salshabila Khairunnisa, Eko Hero, Bunga Astini — Mon, 29 Dec 2025 00:00:00 +0000

This study aims to analyse how the Indonesian and Malaysian state-owned national media frame the Indonesia–Malaysia football rivalry and how this framing contributes to the construction of competitive nationalism. The object of this study is the Indonesian–Malaysian football news published by Antara News (Indonesia) and Bernama (Malaysia) from 2019 to May 2025. This study uses a qualitative method with Robert M. Entman's framing model analysis approach, which includes four elements, namely defining problems, diagnosing causes, moral judgement, and treatment recommendations. The research data consists of a corpus of online news related to football matches and conflicts between supporters related to the Indonesia-Malaysia rivalry. Data analysis was conducted through systematic coding using NVivo 14 software to identify dominant framing patterns. The results show that both media outlets predominantly emphasised the elements of defining problems and diagnosing causes, framing football rivalry as a competitive dynamic fraught with conflict. Antara News tended to diagnose the causes of conflict by highlighting the actions of the opposing party, while Bernama placed more emphasis on technical factors of the match and the emotional responses of supporters. The element of moral judgement was used to legitimise the national position of each country, as well as to provide recommendations for dealing with reactive conflicts. This study contributes to media studies, particularly framing, by highlighting comparisons between the national media of Indonesia and Malaysia in their coverage of Indonesian-Malaysian football rivalry. This study emphasises the need for balanced journalistic practices oriented towards conflict management in cross-border sports coverage and the adoption of approaches to prevent conflict escalation.