Communicare : Journal of Communication Studies
Communicare: Journal of Communication Studies is a journal published by Institut Komunikasi dan Bisnis LSPR that publishes scientific papers from various fields of communication science. Communicare: Journal of Communication Studies is published twice a year, in June and December.
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Benefit of Wardah Innovation Through the Colourverse Program in Creating Skin Tone Harmony
The rapid growth of Indonesia’s beauty industry has been accompanied by increasing interest in self-care and personalized beauty. However, limited consumer understanding of skin tone and undertone often leads to unsuitable cosmetic choices. This creates an opportunity for beauty brands to combine consumer education, personalization, and technological innovation. This study examines Wardah’s Colourverse initiative using a qualitative case analysis. Keller’s brand equity theory and Rogers’ Diffusion of Innovations theory are applied to analyze how AI-based personalization contributes to consumer education, brand perception, and technology adoption. Colourverse uses AI-powered facial scanning to analyze skin tone, undertone, and lighting conditions and recommend suitable cosmetic shades. The initiative provides consumers with an interactive and educational experience that supports more informed product selection while encouraging appreciation of individual skin characteristics. It also strengthens perceptions of Wardah as an innovative and consumer-oriented local beauty brand. The findings suggest that AI-based beauty personalization can function beyond product recommendation as a strategic branding and educational tool. Colourverse demonstrates how technological innovation may strengthen brand differentiation, consumer engagement, and the adoption of personalized beauty solutions in Indonesia’s competitive cosmetics market.
Copyright (c) 2026 Jessica Julia Markus, Naila Rushad, Rudy Harjanto https://creativecommons.org/licenses/by-nc/4.0
The increasing presence of women in banking leadership reflects progress in workplace gender inclusion; however, structural and cultural barriers remain, particularly in societies with strong traditional values such as Malay culture. This study examines the opportunities and challenges faced by women leaders in the banking sector and the influence of Malay cultural values on their leadership experiences. This study employed a qualitative case study approach. Data were collected through in-depth interviews, observation, and documentation involving five female leaders from banking institutions in Pekanbaru. The findings show that women gain leadership opportunities through educational qualifications, professional competence, work performance, and merit-based organizational support. Participants demonstrated participative and transformational leadership characterized by effective communication, empathy, and collaboration. However, they continued to face role conflict, gender stereotypes, and cultural expectations emphasizing women’s domestic responsibilities. Malay cultural values shape women’s leadership in complex ways by promoting harmony, responsibility, and interpersonal sensitivity while also reinforcing traditional gender norms that may constrain career advancement. These findings highlight the interaction between organizational meritocracy, leadership competence, and sociocultural expectations in shaping women’s leadership experiences in the banking sector.
Copyright (c) 2026 Tessa Shasrini, Al Sukri, Yudi Daherman https://creativecommons.org/licenses/by-nc/4.0
Local Advertising Segmentation in Balinese Online Media: A Case Study of Kilasbali.com
The growth of local online media in Indonesia has encouraged them to develop business strategies that rely on digital advertising. At the local level, advertising not only serves as a source of revenue but also reflects segmentation patterns tailored to the region's characteristics and its audience. This study aims to identify and analyze local advertising segmentation in Balinese online media through a case study of Kilasbali.com. This study uses a descriptive quantitative approach with a single-case study design. Content analysis was conducted to examine digital advertising on the homepage and news pages of Kilasbali.com. The unit of analysis in this study was digital advertisements, classified by advertiser type, ad scale, theme, and ad format. The results show that the advertisements displayed are dominated by local advertisers, particularly from the local government and the tourism sector. This finding indicates that Kilasbali.com implements locality-based advertising segmentation by tailoring commercial content to the social, economic, and geographical context of Bali. This research contributes to the understanding of advertising practices and business models of local online media at the regional level.
Copyright (c) 2024 Xenia Angelica Wijayanto, Lestari Nurhajati https://creativecommons.org/licenses/by-nc/4.0
Consumer Behavior in Advancing Circular Economy Practices at Dapur Tara Flores
This study examines how circular economy practices are communicated and implemented by Dapur Tara, a community-based culinary enterprise in Liang Ndara Village, East Nusa Tenggara. Motivated by the Indonesian government’s agenda for a sustainable economic recovery, the research addresses the gap between national circular-economy strategies and their adoption at the grassroots level. Employing a qualitative case study design under a constructivist paradigm, data were collected through direct observation and in-depth interviews with the business owner and selected consumers. The findings demonstrate that Dapur Tara operationalizes circular principles through practices such as organic sourcing, eco-conscious waste management, and the use of reusable packaging, while simultaneously embedding these practices into its marketing communication strategies. Communication is delivered through interactive, culturally rooted experiences and digital platforms, effectively resonating with environmentally conscious tourists. The study highlights the potential of experiential and participatory communication to influence sustainable consumer behavior and strengthen the impact of circular economy models at the local level, while also identifying infrastructure limitations as key challenges to scalability.
Copyright (c) 2025 I Made Krystya Darma, Liv Artha Chang, J. A. Wempi https://creativecommons.org/licenses/by-nc/4.0
Machiavellian Leadership Communication in Korean Manhwa
This study examines the representation of Machiavellian leadership communication in the Korean manhwa Heavenly Demon Can’t Live a Normal Life. Departing from conventional studies that locate Machiavellianism within formal political institutions or historical leadership, this research positions popular visual narratives as significant sites for the construction and dissemination of power discourse. Using a qualitative approach and critical discourse analysis, the study analyses narrative structures, character dialogues, and visual symbolism to uncover how leadership, legitimacy, and organizational control are communicatively produced. The findings reveal that leadership in the manhwa is constructed as a strategic communicative practice rather than mere coercion or inherited authority. The protagonist, Roman Dmitri, establishes legitimacy through a combination of performative competence, centralized decision-making, symbolic violence, and strategic displays of care. These communicative practices generate voluntary consent and organizational loyalty, aligning closely with Machiavellian principles that emphasize effectiveness, stability, and the management of perception. Furthermore, the manhwa integrates political communication and organizational communication by depicting power as a continuous process of discourse reproduction within a hierarchical structure. Authority is normalized through narratives that frame domination as necessary, rational, and morally justified when accompanied by protection and responsibility. This study contributes to communication scholarship by demonstrating that Korean manhwa functions as a meaningful political-organizational text, capable of articulating complex Machiavellian leadership logics through visual storytelling.
Copyright (c) 2025 Muhammad Taufiq https://creativecommons.org/licenses/by-nc/4.0
Building Customer Relationship Management through Digital Marketing Communication Strategies in GO-JEK Indonesia
This study examines how PT Go-Jek Indonesia implements marketing communication strategies through digital Customer Relationship Management (CRM) to strengthen customer relationships. The research aims to identify Go-Jek’s digital CRM activities, innovations in relationship building, and the obstacles and benefits of using digital CRM. The theoretical foundation is the Integrated Marketing Communication (IMC) theory, and the study employs a qualitative case study approach to provide an in-depth understanding of Go-Jek’s marketing communication strategy. Data were collected through in-depth interviews and analyzed descriptively, employing data reduction, presentation, and drawing conclusions. The findings reveal that Go-Jek’s digital CRM activities are conducted through three main stages: acquisition, enhancement, and retention. These involve building customer databases, profiling, profitability analysis, and interactive engagement using six IMC elements: advertising, sales promotion, events and sponsorships, publicity, direct marketing, and interactive marketing. Go-Jek’s main breakthrough lies in utilizing big data to analyze customers and partners individually, enabling personalized marketing communication. However, obstacles remain in several marketing mix components, particularly in product, price, and place. Despite these challenges, digital CRM provides significant benefits, including increased communication efficiency, reduced costs, and improved ability to evaluate and optimize organizational performance.
digital marketing communication; strategies; integrated marketing communication; CRM
Copyright (c) 2025 Mutya Nanda, Novi Andayani Praptiningsih, Heni Hayat, Nurlalillah Sari Amallah https://creativecommons.org/licenses/by-nc/4.0
Strategic Communication Through Instagram: How STMIK IDS Builds Its AI Campus Identity
STMIK Indo Daya Suvana, also known as IDS Digital College, is undergoing a digital transformation aimed at establishing its reputation as an “AI Campus.” This paper examines an institution that has begun using Instagram as a communication strategy during its transformation. In the context of higher education, where competition is intensified by digital presence, social media has become essential for influencing student recruitment. This study employs a qualitative research design that combines document analysis with in-depth interviews. The research examines Instagram content, analyzing themes including posts, captions, images, and audience engagement. To enhance the analysis, interviews were held with key participants from STMIK IDS. Analyzing Instagram as a social media platform, this study found that it is used not only to advertise events and programs but also to tell stories about campus identity, values, and future direction. Content related to artificial intelligence (AI), digital innovation, and campus activities is presented in a persuasive and engaging style, helping to build STMIK IDS’s image as an institution focused on AI. In conclusion, effective communication on Instagram is not merely visual. It requires internal strategies that enhance understanding of prospective students while ensuring alignment with audience expectations. This case study shows that a digital platform can function as a branding channel while connecting the institutional image and public perception.
Copyright (c) 2025 Dennis Kumara, Tiawan Tiawan, Rani Chandra Oktaviani https://creativecommons.org/licenses/by-nc/4.0
Scroll, Buy, Reflect: Building a Communication Framework for Sustainable Beauty on TikTok
TikTok is reshaping beauty consumption among Gen Z, driving impulsive purchasing patterns that often lead to regret, waste, and short-lived product use. In Indonesia, this dynamic is intensified by algorithmic targeting, influencer-driven credibility, and the accelerating cycle of viral aesthetics. A survey of 240 Gen Z TikTok users found that 82.09% regretted purchasing trending beauty products, and 78.61% reported owning viral items that were ultimately unused or discarded. These findings expose a persistent gap between consumers’ growing sustainability awareness and their actual purchasing behavior, suggesting that emotional reactivity continues to override rational decision-making in digital beauty consumption. To examine the drivers behind this gap, the study applies the Socio-Ecological Model (SEM) and integrates quantitative survey data with insights from eight in-depth interviews involving marketers, influencers, scholars, and Gen Z users. The analysis identifies regret as a pivotal emotional trigger that can facilitate behavioral change when appropriately addressed through communication. Based on these insights, the study proposes a strategic communication framework targeting all five SEM levels to encourage reflection, reduce overconsumption, and foster responsible digital habits. The paper argues that communication functions not only as a corrective mechanism but also as a catalyst for sustainable consumption aligned with SDG 12.
Copyright (c) 2025 Farisa Najmi Fauziah, Nadiny Salwaa Alamsah, Irene Brenda Patricia Saragih https://creativecommons.org/licenses/by-nc/4.0
The Role of Food Delivery Apps in Consumer Loyalty: A Study of GrabFood Users in Java
This research investigates the key factors influencing customer loyalty to the GrabFood app, with particular attention to price fairness, food quality, service quality, effort expectancy, and overall user satisfaction. The research employed a quantitative approach, using data collected from 250 GrabFood users residing on Java Island. selected through purposive sampling. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM–PLS). The findings indicate that food quality, service quality, and satisfaction have significant direct effects on loyalty. Satisfaction also acts as a strong mediating variable, especially for the effects of price fairness and effort expectancy on loyalty. Interestingly, price fairness and food/service quality showed negative indirect effects through satisfaction, suggesting a gap between user expectations and actual experience. Meanwhile, effort expectancy did not significantly influence loyalty directly, but positively affected satisfaction. This study highlights the critical role of user satisfaction in strengthening consumer loyalty. and recommends aligning service delivery with customer expectations.
Copyright (c) 2025 Jasmine Qur'ani, Riska Yuvista https://creativecommons.org/licenses/by-nc/4.0
The Role of Company Profile Videos in Strengthening the Reputation of Girikerto Village Government
The company profile is an increasingly popular and effective public relations (PR) tool in the digital era, aimed at introducing the Kalurahan Girikerto government institution to the public and stakeholders. The formulation of the creation idea involved discussions with the Kalurahan Girikerto Government and Desa Preneur Girikerto, leading to an agreement video-based company profile. The objective was to enhance understanding in building the reputation of the Kalurahan Girikerto Government, Sleman. Company profile video integrates elements of credibility, trustworthiness, reliability, and responsibility through the presentation of accurate data and footage of the daily activities of the Girikerto community. This research has data collection techniques included participatory observation, direct documentation, interviews with the Girikerto Head and the Desa Preneur Girikerto Chairman, and library research. The object of company profile video was determined to be the video company profile of Desa Preneur Girikerto. The design process included data research, idea gathering, concept formulation, media selection, visualization, and production. The company profile video, lasting 00:03:10 (three minutes, ten seconds), was published on the YouTube channel @girikerto, effectively building a positive image and reputation for the Kalurahan Girikerto Government. Overall role of this video company profile is informative and accurate, reflecting the kalurahan's ability to manage digital content. Recommendations for future improvements include enhancing team collaboration, upgrading production equipment and facilities, and optimizing funding to produce higher-quality works.
Copyright (c) 2025 Arbi Cristional Lokananta, Rini Lestari, Artyasto Jatisidi, Mutiara Adisti https://creativecommons.org/licenses/by-nc/4.0
#JagaAirKita in the Digital Era: A Study of an Environmental Campaign on Instagram
Jakarta, Indonesia’s capital, faces intertwined crises of land subsidence, sea level rise, and water pollution, making it a crucial context for crisis communication. The DKI Jakarta Water Resources Agency launched the #JagaAirKita (“Let’s Protect Our Water”) campaign via Instagram (@sobatair.jkt) to raise public awareness and engagement. This qualitative case study analyzes the campaign using Aristotle’s rhetorical appeals ethos, pathos, logos and dialogic theory. Findings show the campaign employs a dual ethos: projecting state authority while positioning itself as a relatable community ally. Pathos is effectively used through emotive storytelling that connects with youth audiences. However, its challenge with logos, particularly in presenting technical data, reflects reliance on the knowledge-deficit model, which assumes information alone changes behavior. From a dialogic perspective, the campaign blends online and offline activities, showing potential for two-way engagement, yet remains largely top-down. While it fosters awareness, it has not fully embraced collaborative, community-centered approaches that empower public participation. This study offers insights into environmental communication and digital governance in climate-vulnerable megacities, suggesting a strategic shift from purely informational methods toward relational, dialogic engagement to build sustained public involvement in addressing water-related environmental risks.
Copyright (c) 2025 Annisa Permatasari, Aliya Ramdhani Hafiz, John William Candra https://creativecommons.org/licenses/by-nc/4.0
Corporate Reputation Management in Times of Crisis: The Contribution of Brand Image and CSR in Unilever Indonesia
The Israel–Palestine conflict has prompted Indonesia, the world’s second-largest Muslim nation, to boycott products perceived as supporting Israel. Unilever Indonesia was among the companies affected, raising concerns about reputational damage. In response, the company sought to strengthen its Corporate Social Responsibility (CSR) initiatives. This study examines the influence of brand image and CSR on Unilever Indonesia’s corporate reputation during the crisis. A quantitative approach was employed using surveys with purposive non- probability sampling. Findings based on the R2 value indicate that brand image and CSR together account for 87.6% of the variance in corporate reputation. Brand image demonstrated a significant effect (t = 7.404), while CSR also showed a significant effect (t = 4.666). These results confirm that both brand image and CSR positively and significantly affect corporate reputation. The study highlights that in times of crisis, a strong brand image and well-managed CSR initiatives play a crucial role in maintaining and enhancing corporate reputation.
Copyright (c) 2025 Wulan Yulianti, Emilya Setyaningtyas, Khansa Arshy Liryana, Tirta Nata Adi Wijaya https://creativecommons.org/licenses/by-nc/4.0
Flight Attendants' Digital Communication Strategies Through Self-Disclosure on TikTok: A Phenomenological Study
This study explores how flight attendants from Sriwijaya Air Group use TikTok for self-disclosure. It aims to understand theirmotivations, the type of content shared, and its impact on social interactions, self-image, and the airline's public perception. Using a qualitative descriptive method with a phenomenological approach, this research involved five purposively selected informants. The data were analyzed using Joseph DeVito's self-disclosure theory and the Johari Window model. The findings reveal that self-disclosure is performed selectively and strategically. Flight attendants tend to share positive and professional content that aligns with work ethics, such as cabin activities or lighthearted moments in uniform. This practice functions more as a personal branding and impression management strategy rather than intimate emotional disclosure. TikTok serves as a digital stage for shaping a controlled professionalidentity, bridging the gap with the public while indirectly reinforcing the airline's humanistic image. In conclusion, self-disclosure among flight attendants is not a spontaneous act but a calculated communication to balance self-expression with the responsibility of institutional representation.
Copyright (c) 2025 Kornelia Johana Dacosta, Harjono Padmono Putro, Bachtiar Rusmandani https://creativecommons.org/licenses/by-nc/4.0
Organizational Communication Style of Village Head in Improving Public Services to the Community in Sikunang Village Wonosobo Central Java
Communication plays a crucial role in human life, serving as a medium for conveying messages and information. It is utilized in various settings, including within families, communities, and organizations. In organizations, whether corporate or governmental, communication is vital for achieving objectives and ensuring smooth operations. In rural governance, the village head serves as the leader responsible for providing public services to the community in accordance with their formal duties and functions. This study aims to examine and analyze the organizational communication strategies employed by the Sikunang Village Government in Wonosobo Regency, Central Java, in improving public services. The research utilizes a descriptive qualitative approach, gathering data through direct interviews and observations of the village government. The findings highlight the significance of effective organizational communication in enhancing public service delivery and demonstrate how the leadership style of the village head influences group communication within the local government.
Copyright (c) 2025 Yudha Pradhana, Dinar Kadarsih https://creativecommons.org/licenses/by-nc/4.0
Participatory Empowerment Communication in Community- Based Social Welfare
Community-Based Social Welfare (WKSBM) serves as a mechanism to address social issues at the grassroots level through active community participation. This initiative aims to foster a sense of responsibility, enabling individuals and communities to identify and develop their potential and creativity. Communication is essential in the empowerment process, as communication activities may not always proceed smoothly or yield the desired outcomes. This study seeks to examine the participatory empowerment communication strategy within the Community-Based Social Welfare Program (WKSBM) in Magelang City. The research employed a case study methodology, with data collected through in- depth interviews, observations, and document studies. Research participants included representatives from social services, social workers, community-based social welfare forums (WKSBM), sub-districts, and the community. The research data were analyzed through three stages: data reduction, data display, and conclusion drawing. The study's findings indicate that the participatory empowerment communication strategy encompasses several communication elements: 1) multiple actors in WKSBM empowerment, including the Magelang City Social Service, Magelang City Social Workers, Villages, and WKSBM Administrators; 2) messages conveyed both verbally and non-verbally, with language style and usage tailored to the audience; 3) media utilized, such as face- to-face interactions or WhatsApp; 4) the audience, comprising the general public starting from the neighbourhood level (RT/RW); and 5) the effect, evidenced by funds collected during the Covid-19 pandemic for vulnerable communities.
Copyright (c) 2025 R Yogie Prawira, Hindina Maulida https://creativecommons.org/licenses/by-nc/4.0
The Role of Social Media in Marketing Communication for Santet Segoro Pitu Film
The advancement of internet-based communication technologies has significantly transformed the marketing communication landscape, particularly for businesses aiming to boost sales and profitability. In Indonesia, where internet connectivity has markedly increased, social media has emerged as a crucial tool for marketing efforts. This study investigates how Hitmaker Studios uses these platforms to promote the horror film "Santet Segoro Pitu," focusing primarily on Instagram. By employing qualitative methods such as in-depth interviews and direct observations, the research examines the marketing strategies employed by the studios’ team. Initial findings indicate that well- organized social media content management is essential for driving ticket sales. These insights could provide valuable guidance for the effective use of social media in marketing, offering benefits not only within the entertainment industry but also in other areas. Ultimately, this research emphasizes the importance of creatively integrating marketing communication strategies with social media to enhance overall marketing effectiveness.
Copyright (c) 2025 Stefanus Andriano https://creativecommons.org/licenses/by-nc/4.0
Implementation of Malay leadership Tunjuk Ajar Melayu in Political Communication for Malay Women Leaders
The values of Tunjuk Ajar Melayu are a cultural heritage that reflects local wisdom in various aspects of life, including in political communication. This study aims to analyze how the values of Tunjuk Ajar Melayu are implemented in the political communication of Malay women's leadership. The research method used is a qualitative approach with in-depth interview techniques and discourse analysis of speeches and political interactions of Malay women leaders. The results of the study show that Malay women leaders apply the values of Tunjuk Ajar Melayu in their political communication through three main aspects: (1) polite and persuasive language, which is used to build emotional relationships with the community; (2) the principle of deliberation and consensus, which is the basis for decision-making and building understanding in the community; and (3) exemplary moral and ethical leadership, which is reflected in an attitude of humility, honesty, and responsibility in carrying out leadership duties. The implementation of these values not only strengthens the legitimacy of Malay women's leadership but also builds public trust, strengthens relationships with the community, and creates harmonious and effective political communication. In conclusion, the implementation of Tunjuk Ajar Melayu in the political communication of Malay female leaders plays an important role in forming an inclusive, ethical, and social harmony-oriented leadership style. This study shows that local cultural values remain relevant in modern political dynamics and can be a sustainable model of political communication.
Copyright (c) 2025 Tessa Shasrini, Hamanda Hadi Saputra, Al Sukri https://creativecommons.org/licenses/by-nc/4.0
Just a Joke? Audience Interpretations of Sexist Humor in Ludruk Performances
Sexist humor has emerged as a controversial issue at the intersection of gender, communication, and traditional entertainment. While often dismissed as harmless amusement, such humor can reinforce gender stereotypes and normalize social bias, particularly in local performance contexts. This study explores audience interpretations of sexist humor in ‘Ludruk’, a traditional Indonesian theatre from known for comedy content that incorporates gendered themes. Adopting an Interpretive Phenomenological Analysis (IPA) approach. the research involves six participants who regularly attended Ludruk performances. Through in-depth interviews conducted in the local Javanese dialect, the study examined participants' interpretations, emotional responses, and the cultural and social context shaping their perspective. The findings indicate that participants generally view sexist humor as mere entertainment, rarely considering its broader societal implications. Male participants emphasize humor delivery and comedic timing, while female participants often rationalize their laughter as a means of social conformity, avoiding being perceived as overly critical. The immersive performance environment of Ludruk, combined with its improvisational and participatory nature, fosters social bonds among audience members and between performers and spectators. These cultural dynamics, deeply rooted in Javanese social norms and expectations of group harmony, contributed significantly to the acceptance and normalization of sexist content. This study highlights how humor operates within specific cultural contexts and how social laughter functions as a mechanism of social cohesion, even when problematic. It underscores the importance of critically examining traditional entertainment practices that may perpetuate gendered social norms under the guise of innocuous fun.
Copyright (c) 2024 Dyan Rahmiati, Eni Maryani, Susanne Dida, Purwanti Hadisiwi https://creativecommons.org/licenses/by-nc/4.0
The Role of Digital Media in the Preservation of Betawi Culture in the @Jakartatourism YouTube Channel
Betawi culture, as the dominant ethnic heritage in Jakarta, has a uniqueness and richness that reflects its long history and interaction with various ethnic and colonial groups. This research is motivated by the need to understand the historical and cultural characteristics of Betawi that have formed the identity of the community. This study aims to analyze the historical and cultural characteristics of Betawi, focusing on how historical, social, and cultural factors have shaped the identity of Betawi society. This research uses a qualitative descriptive approach to explore and understand various key elements of Betawi culture, including language, customs, art, and culinary. The result of the research is that the history of Betawi began from the time of the Sunda Kingdom and the Demak Sultanate, which provided the initial framework for the formation of this society. The arrival of the Dutch in the 17th century brought significant changes, including the introduction of a new administrative system and the transformation of the city of Jakarta into a center of international trade. This colonial influence introduced elements of Western culture that are still visible in the daily life of the Betawi people today. Meanwhile, the formation of the identity of the Betawi tribal community is based on historical, social, and cultural factors that interact with each other to form the identity of the current Betawi community.
Copyright (c) 2024 Fath Mashuri, Dian Nurhayati, Deddy Muharman https://creativecommons.org/licenses/by-nc/4.0
Personal Branding Strategies on Social Media Platforms (Case Study of Gaming YouTuber Ari Kulgar and Badminton Influencer @bernika_ave)
Booming profession is intensively utilizing social media on the internet. Choice of job or career as gamer and influencer, is very popular among the young generation of Indonesia. This activity of promoting oneself through social media is called personal branding. This study discusses two subjects who have different careers, but both use social media intensively in their career journeys. The two selected key informants have fulfilled the category of unique and prominent influencers in their industries. The theory used is about impression management by Erving Goffman; then how Montoya's 8 laws of personal branding are applied by both subjects. Study limitations are that the researchers only discuss the "front stage" aspect. While the "backstage" aspect is not discussed, even though this aspect feels the most honest. The method used is a case study, while the main data is obtained through interviews, field observations and of course social media observations. The results of the study show that two different social media have their respective roles and are indeed very distinctive and appropriate to serve these two different types of industries. A gamer prefers YouTube, while an influencer choose TikTok, each to build their personal brands.
Copyright (c) 2024 Carly Stiana Scheffer-Sumampouw, Michelle Serafin, Christabella Angelique Fortuna https://creativecommons.org/licenses/by-nc/4.0
Identity Construction of Students with Special Needs on an Inclusive Campus: A Study of the Role of the LSBA Vocational Training Center
This study examines the process of identity construction among students with special needs within an inclusive higher education context, with a focus on the role of a specialized vocational training center. Situated in a mainstream university committed to inclusive education, the London School Beyond Academy (LSBA) serves as a critical site for understanding how institutional support facilitates positive identity development. Using a qualitative case study approach, data were collected through in-depth interviews, participant observation, and document analysis. The study is analytically grounded in Michael Hecht’s Communication Theory of Identity, which conceptualizes identity across personal, enacted, relational, and communal layers. The findings demonstrate that LSBA operates as a communicative scaffold that enables students to shift from deficit-oriented self-perceptions toward skill-based professional identities. Vocational activities allow students to enact competence and agency, while supportive interactions with faculty and peers validate these performances and bridge identity gaps between self-perception and social recognition. At the communal level, LSBA fosters a strong sense of belonging and collective purpose, reinforcing a resilient shared identity. This study argues that specialized vocational centers function as “third spaces” for communicative identity work, helping students navigate and resist ableist structures within higher education. By framing vocational training as a form of identity communication, this research contributes to inclusive education scholarship and highlights the importance of sustained, communication-based programs that empower students with disabilities to claim their identities with dignity and confidence.
Copyright (c) 2025 Prischa Nova, Sri Ulya Suskarwati, Ichsan Ahmad https://creativecommons.org/licenses/by-nc/4.0
EcoFriends: Multicultural Service-Learning Communication for SDG 15 (Life on Land)
Environmental degradation and biodiversity loss require higher education to adopt pedagogical models that connect sustainability learning with real-world practice. This study proposes the EcoFriends Multicultural Service-Learning Model as a design-based conceptual framework for operationalizing Sustainable Development Goal 15 (Life on Land) in higher education. Developed through literature synthesis, model construction, theoretical benchmarking, and replicability guidelines, EcoFriends integrates four components: knowledge integration, campus-based environmental action, community engagement, and multicultural reflection and collaboration. The model contributes by (1) explicitly aligning service-learning with biodiversity-focused SDG 15 priorities, (2) operationalizing intercultural pedagogy through structured multicultural collaboration and reflection, and (3) framing sustainability education as a communicative and civic engagement process linking students, universities, and community partners. As a conceptual contribution, EcoFriends is modular, adaptable, and resource-efficient, offering practical guidance for institutions seeking to localize SDG 15 through inclusive and practice-oriented education.
Copyright (c) 2026 Hyunjun Cho https://creativecommons.org/licenses/by-nc/4.0
Analyzing Urbanization in Indonesia and Netherlands Through IDIC and Relationship Models
Urbanization is one of the most significant global megatrends according to the United Nations (UN) that can shape the future of societies. Jakarta is a city that has become the main destination for people from the rural areas to migrate. Despite facing many urban challenges, Jakarta still maintained its positive reputation as a symbol of hope and opportunity for the migrants while the Netherlands took a decentralized urban approach. The ecosystem applied the same with different cities such as Amsterdam, Rotterdam, Utrecht, and The Hague. This paper aims to find out how a city’s image can affect urbanization by comparing urbanization conditions in Jakarta with cities in the Netherlands, as well as how their governments manage its relationship with their citizens through the lens of two frameworks such as 7 Relationship Characteristics as well as the IDIC Model from Peppers and Rogers (2017). This study uses a qualitative comparative case study approach, where the data gained for this research was collected through available public sources. In conclusion, the findings of this research show how both sides offer a different reputation, with Jakarta being a “powerhouse” of the nation, whilst the Netherlands showcased the benefits of equal distribution of economic development.
Urbanization; IDIC Model; Communication; Social Relationships; Strategic Customer Management
Copyright (c) 2025 Amira Arindhani, Azzahra Chadijah Amrullah, Purbasari Nuasri Gunawan, Luc Schade https://creativecommons.org/licenses/by-nc/4.0
Content, Commerce, and Community Effects on TikTok Live Engagement
The rapid growth of TikTok as a social commerce platform has transformed how brands engage with consumers through live-streaming features. Although prior studies have examined content, commerce, and community individually, limited research has explored their integrated and synergistic effects on consumer engagement in real-time digital environments, particularly within the Indonesian beauty industry. This study addresses this gap by applying the Content, Commerce, and Community (3C) framework to examine the collective influence of these dimensions on engagement during TikTok Live sessions. Using a quantitative approach, data were collected through an online questionnaire distributed to users who had interacted with Make Over Indonesia’s TikTok Live content. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that content, commerce, and community have significant positive effects on consumer engagement. Among these factors, commerce emerges as the strongest determinant, highlighting the critical role of transactional convenience and real-time shopping features in live-streaming commerce. These results underscore the importance of integrating engaging content, seamless commerce functionalities, and interactive community elements to enhance consumer engagement in social commerce settings. This study contributes to the empirical development of the 3C framework and offers practical insights for marketers seeking to optimize engagement strategies on live-streaming platforms.
Copyright (c) 2026 Mohammad Alaric Hanedhy Edigani Putra, Akhmad Edhy Aruman, Raynaldi Samuel Valentino, Mohammad Bayu Edigani Putra https://creativecommons.org/licenses/by-nc/4.0
The Role of the Value Proposition Canvas in Supporting Business Sustainability at Rakamin Academy
The phenomenon of mass layoffs and the shutdown of numerous startups in recent years reflects the fragility of startup business models. This study aims to analyze the elements of the Value Proposition Canvas and to identify how the value propositions designed support the resilience and sustainability of Rakamin Academy's business. The research adopts a qualitative phenomenological approach through semi-structured interviews and document analysis. The findings reveal that Rakamin is among the most affordable bootcamps, offering professional mentors in their respective fields and relevant materials for both upskilling and career transitions. Rakamin offers programs including boot camps, virtual internships, and career guidance. A strong alignment was found between customer needs and the value propositions offered, as reflected in three types of fit: problem-solution fit, product-market fit, and business model fit. The study also identifies captured value, missed value, and opportunities for new value creation, such as long-term career support and strategic partnerships, that are sufficiently well developed and contribute to Rakamin's positioning as a sustainable digital talent platform.
Value Proposition; Startup; Sustainability; Business Strategy; Rakamin Academy
Copyright (c) 2025 Mayangsari Alifah Putri, Utami Nur Hidayati, Olga Koswanurfan Dianka https://creativecommons.org/licenses/by-nc/4.0
Examining the Impact of Cancel Culture and Culture Wars on Social Media
Social media has become a significant platform for public communication, providing users with the freedom to express their opinions and engage in discussions. Through platforms like Twitter, individuals can easily access information and share their perspectives, leading to the rise of "Woke Culture" and, consequently, the emergence of "Cancel Culture." The term "cancel culture" refers to the act of publicly boycotting or shunning individuals or entities, particularly influencers and institutions, accused of violating societal norms or committing inappropriate actions. This phenomenon has been notably linked to allegations such as sexual harassment and ethical misconduct. Cancel culture operates within social media, where users mobilize to hold individuals accountable by condemning their actions. This research examines how cancel culture operates on social media platforms, particularly in Indonesia, and its impact on influencers and government institutions. Using a qualitative approach and critical discourse analysis, this study investigates the conversations and interactions surrounding cancel culture on social media. The findings reveal that while culture can foster social change and emancipation, it can also have divisive implications, fueling cultural conflicts and class antagonisms that contribute to the broader phenomenon of culture wars within society.
Copyright (c) 2025 Erik Ardiyanto, Atika Budhi Utami, Mila Falma Masful https://creativecommons.org/licenses/by-nc/4.0
Influence of Narrative and Dramatized Political Content on 2024 Regional Election Participation
This study aims to examine the influence of narrative and dramatization in political content on public political participation in the 2024 Simultaneous Regional Election (Pilkada) in Barito Timur Regency. A quantitative approach was used, with survey questionnaires distributed to 100 respondents from various demographic groups. The data were analyzed using descriptive statistics and multiple regression analysis. The findings reveal that both narrative and dramatization in political content significantly affect political participation. Specifically, political narratives that resonate with local issues and emotionally charged dramatization elements encourage individuals to engage in political discussions and voting activities. This study contributes to the field of political communication by highlighting the role of media content in shaping political behavior. The practical implications are crucial for political campaign strategies, especially in utilizing social media platforms to influence voter engagement. The results also offer insights for further research on the impact of digital media content on political participation in contemporary electoral processes.
Copyright (c) 2024 Setyani Utami, Umaimah Wahid https://creativecommons.org/licenses/by-nc/4.0
Engaging Early Consumers: How BYD Leads EV Diffusion in Indonesia
The electric vehicle (EV) market in Indonesia is experiencing rapid growth, with early adopters playing a pivotal role in its expansion. This study analyzes the digital marketing strategies of BYD and Wuling, two prominent EV brands, focusing on their Instagram content to understand how they target early consumer segments. Using the Diffusion of Innovation Theory as a framework, the study categorizes Instagram content into six main categories, with a deeper analysis of Product Information subcategories. Findings reveal that BYD emphasizes technological innovation, futuristic design, and comfort, aligning well with early adopters' preferences. In contrast, Wuling focuses on comfort and consumer interaction, appealing to a broader audience. The chi-square analysis confirms significant differences in content distribution between the two brands. These results highlight BYD’s strategic alignment with early consumer needs as a key factor in its market leadership. Future research should explore other platforms and consumer responses to optimize EV marketing strategies. This study is limited to Instagram content, and future research should include other social media platforms and consumer interviews for a broader perspective. The study contributes theoretically by advancing the application of diffusion of innovations theory in digital communication and offers practical insights for companies.
Copyright (c) 2024 Bagus Muhamad Adam, Agustinus Rusdianto Berto, Ignatius Haryanto https://creativecommons.org/licenses/by-nc/4.0
Comparison Study on Cancel Culture as an Impact and Public Figure Scandal in Indonesia and Overseas
This research aims to comprehend the phenomenon known as "cancel culture," explicitly examining its operations in Indonesia compared to other nations. The study seeks to identify the mechanisms, social dynamics, and cultural discrepancies that shape the repercussions of cancel culture on prominent individuals and society. Moreover, it delves into the psychological ramifications it engenders, along with proposed measures to mitigate its adverse effects. Employing a qualitative methodology with a case study orientation, this research scrutinizes the cancel culture phenomenon. Techniques for data collection encompass a thorough literature review and observations across diverse social media platforms. Subsequently, the gathered data is scrutinized through a narrative perspective utilizing the cancel culture framework. Furthermore, the research incorporates ethnographic methodologies to investigate online community culture and associated phenomena. Findings from this study illustrate the intricate consequences of canceling culture on public figures and society, showcasing notable distinctions between Indonesia and other global contexts. In Indonesia, this trend can paradoxically elevate the profile of the affected individual, while elsewhere, it commonly results in professional setbacks and enduring repercussions. Noteworthy psychological effects, such as depression and suicidal inclinations stemming from public shame and social ostracism, were uncovered. The illustrated case study demonstrates the diverse outcomes encountered by public figures on both domestic and international platforms. To alleviate the adverse impacts of cancel culture, the study proposes strategies like emotional backing, constructive discourse, answerability, and professional intervention.
Cancel Culture, Social Media, Public Figure, Cultural Boycott and Influencer.
Copyright (c) 2024 Vania Miranda Putri, Ivana Octavia, Hery Tri Nuryanto, Lestari Nurhajati https://creativecommons.org/licenses/by-nc/4.0
Stigma, Trends, and Skincare Preferences among Male Consumers
This study examines the stigma, inclinations, and skincare preferences of young consumers, with a particular focus on male, Millennials and Generation Z. Over recent years, the use of skincare products among women has witnessed a significant increase, driven by evolving perceptions and trends surrounding aging and wrinkles. Adopting a qualitative methodology, this research utilizes interviews to explore the factors motivating participants to use skincare products, their product choices, and their approaches to navigating social stigma associated with skincare use. Findings reveal that while stigma persists—particularly toward skincare products containing minerals—an increasing number of women view skincare as an essential element of self-care and personal improvement. Furthermore, technology and social media emerge as pivotal forces in shaping consumer preferences for specific products and services. The study also highlights emerging insights into male consumers’ responses to shifting social stigmas, offering valuable implications for marketing strategies and product innovation within the cosmetics industry.
Copyright (c) 2024 Wifka Rahma Syauki, Diyah Ayu Amalia Avine https://creativecommons.org/licenses/by-nc/4.0