Journal of Communication and Public Relations

Proliferation of Media Content on TikTok and Its Impacts on Traditional Television Viewing Habits in Ghana

2025-03-29T17:26:43+00:00

Premised on media substitution and uses and gratification theories, this study evaluates the increasing prominence of TikTok media content as it transforms traditional television viewing practices focusing on users between 18 and 34 years old. This research analyzed quantitative data to understand how short-form customized interactive TikTok content affects people's media habits and advertising results. User behavior has drastically evolved since people now dedicate their time primarily to TikTok rather than traditional television watching. Users transition to this platform primarily because it offers straightforward features and intelligent recommendation systems together with time-efficient content delivery. The research finds that TikTok continues to expand its influence on digital advertising landscapes. The research demonstrated that people chose TikTok ads over conventional television advertisements because they felt more connected and got better buying influences. Through its features of interactive content and user-generated material as well as viral trends TikTok functions effectively for advertisers by engaging audiences. According to the study conventional television networks need to find ways to innovate and integrate short-form digital content within their strategies for remaining relevant amid ongoing digital platform evolution. These findings suggest that the media world is transforming because viewers now interact with ads differently through TikTok and its associated apps as digital platforms take over consumer habits.

Commodification through Exaggerated Narratives in Indonesian YouTube Industry: Capital Maintenance & Reputation

2025-03-29T18:57:52+00:00

Recent commodification studies primarily focus on what is commodified, often overlooking how it is delivered through exaggerated narratives within the Indonesian YouTube industry. Using Vincent Mosco's work on commodification, this qualitative research aims to analyze how Atta Halilintar (AH), a prominent figure and one of the biggest powers in the industry, employs exaggerated narratives as a deliberate tool for commodifying information into exchange value, specifically to make the content more appealing and entertaining. The data of this research were gathered from the four most-viewed of AH's ‘Grebek Rumah’ videos. We use multimodal critical discourse analysis (MCDA) to analyze the data from its titles, thumbnails, photography compositions, and conversations. The results show that exaggerated narratives cannot only be seen as a deliberate tool to make content more appealing and entertaining. Beyond that, this tool also has capital interests and follows market logic. This means content that might be perceived as inappropriate will continue to be produced as long as it is still widely consumed/watched. However, unethical use of this tool, such as intentionally presenting misleading information, can damage the creator's reputation. Thus, the digital content creators must be aware of and use this deliberate tool ethically, rather than only focusing on maximizing capital potential. For theoretical contributions, we suggest exaggerated narratives to be considered as an important aspect in content commodification, and suggest future research to pay more attention to its use in other platforms.

The Intersection of Entertainment and Commerce

2025-05-06T08:28:05+00:00

Digital marketing is developing more and more significantly, especially since the Covid-19 pandemic in 2020. The decision to stay at home in several countries including Indonesia has forced various levels of society to work from home. As a result, many individuals use social media to carry out activities such as seeking entertainment, socializing, and shopping for daily necessities. This change in behaviour brings fresh air to the Indonesian advertising industry. The use of social media for commercial, entertainment and social purposes has become a new phenomenon called social media commerce. Buzzohero as a Social Media Advertising Platform takes this opportunity by optimizing the TikTok Live Streaming feature in marketing products from various brands, which are their clients. This study aims to analyse Buzzohero's strategy in forming engagement through Social Commerce on TikTok Live Streaming. This study uses a qualitative methodology with an interpretive paradigm. The data collection technique uses interviews as primary data. While the secondary data the authors obtained through observations on TikTok Live Streaming content, documentation, and literature. The results of this research analysis associated using the RACE model (Reach, Act, Convert, and Engage) as a digital marketing framework representing distinct stages of the marketing process that is widely used that facilitates the development and implementation of successful marketing strategies.

“Blame Miners, not the Government”

2025-03-29T18:59:48+00:00

One compelling example of events that attracted public interest in crisis response and image repair is the episode of a deadly explosion that rocked Ibadan, the capital city of Oyo State, Nigeria, especially because of its implications for public safety, citizens’ well-being, and the government’s reputation. However, despite the prevalence of crises among Nigerian institutions, and how crises can be politicized to lead to more crises, there is a dearth of empirical investigations on the application of Benoit’s Image Repair, particularly regarding how the government repaired its reputation during crisis. Therefore, this study, adopting the Image Repair Theory as a framework, examined how the Oyo State Government of Nigeria repaired its reputation following the recent explosion that claimed many lives and left many injured. Data were sourced from responses and communication of the Oyo State Government on the official X page. Findings revealed that the government’s denial was not accepted by the public. However, the government managed its reputation through corrective action and compensation. This paper argues that government must not be discreet with its crisis response strategies. The analysis finds that a political leader’s presence and empathy are crucial in making compensation more effective as an image repair strategy.

Analysis of the Role of Social Media in Increasing Political Participation in the Digital Era

2025-03-29T17:12:10+00:00

This study explores the role of social media in enhancing public political engagement in the digital era through a literature review of 17 national and international scholarly sources published within the last five years. The analysis focuses on five key themes: (1) the theoretical concept of political participation, highlighting citizen rights and roles in democratic systems; (2) the mechanisms by which social media facilitates political expression and public opinion formation, such as through the “Emergency Warning” phenomenon; (3) digital mobilization driven by political figures, exemplified by the “Anies Bubble” discourse and its strategic use of symbolism, framing, and visual narratives; (4) the influence of information technology on evolving political communication styles and elite-public interactions; and (5) the dual challenges and opportunities presented by digital democracy, including disinformation, polarization, and disparities in digital access and literacy. Findings indicate that social media significantly expands political participation by enabling open, horizontal, and decentralized political interactions. However, this engagement relies on strong digital literacy, responsive regulations, and ethical platform governance. These elements are essential to fostering a more inclusive, informed, and participatory digital democracy.

Perceived Usefulness of Artificial Intelligence on Public Relations Practices in Malaysia

2025-04-07T07:19:01+00:00

This pilot study examines the perceived usefulness of Artificial Intelligence (AI) in Public Relations (PR) practices from the perspective of Malaysian practitioners. As AI adoption grows across industries, PR professionals are beginning to explore its potential to enhance strategic communication, media monitoring, campaign planning, and stakeholder engagement. Guided by the Technology Acceptance Model (TAM), this study investigates how AI is perceived to improve efficiency, transform professional roles, and support core PR functions. Using a quantitative survey distributed to Malaysian PR practitioners, the study employs descriptive statistical analysis to identify key perception patterns. Findings indicate that AI is viewed as a valuable tool for automating routine tasks such as press release writing, social media monitoring, and media analysis. However, its perceived usefulness declines in areas requiring emotional intelligence, strategic decision-making, and interpersonal communication, particularly in crisis management and relationship-building. These insights reflect a dual perception of AI: as both a productivity enhancer and a potential threat to human-centric aspects of PR. This study contributes empirical evidence from Malaysia, addressing a gap in regional AI and communication research. It also offers practical implications by recommending skill development, ethical AI integration, and policy frameworks to ensure responsible adoption. These steps are essential for aligning AI implementation with professional standards and societal expectations in the evolving PR landscape.

Crisis Communication in Indonesia Football Club

2025-05-06T08:31:43+00:00

No organizations can avoid the crisis, include the football club. This paper aims to analysis the image restoration strategies by PSS Sleman, an Indonesian Football Club. On 2021, PSS experienced a crisis due to the conflict between club management and fans. PSS fans demanded resignation of clib CEO, headcoach, and one player because fans think they were causing the bad results (win-less streak). The CEO than respondend by threaten to move PSS out of Sleman. The crisis ended after all the parties stepped down and/or fired from PSS and changing in the management and coaching staff. After the crisis, organizations should do the post crisis activities to image repair. For the research method author use qualitative, with data use interview with PSS communication team (PR and media team) and fans. Data also use digital archive from PSS official media. Results PSS use two main strategies in image repair: visiting the fans directly and using social media to share official statements. The obstacles in conducting strategy : the lack of manpower in PR, no clear job description for PR, and lack of knowledge and support from the top management.

Enhancing PR Agenda Setting: KOL and Artificial Intelligence for Sustainable Development

2025-05-19T00:46:24+00:00

This research explores the strategic integration of Artificial Intelligence (AI) and Key Opinion Leaders (KOLs) within Public Relation (PR) campaigns aimed at advancing the Sustainable Development Goals (SDGs). Utilizing Agenda Setting Theory, the study examines how AI enhance the precision of sustainability objectives. Data gathered through a mixed-methods approach, involving in-depth interviews with PR practitioners and quantitative surveys, to assess the adoption and efficacy of AI in managing KOL partnerships. Key findings indicate that 45.5% of respondents use AI to optimize KOL interactions, while 33.3% incorporate KOLs into campaigns focused on SDG-related initiatives. Furthermore, 44.4% of respondents emphasize the critical importance of credibility in determining the success of KOL-driven campaigns. However, challenges remain, as 22.2% of professionals report difficulties in AI adoption, citing a lack of technical training as a barrier. The study concludes that AI significantly enhances PR strategies by improving audience targeting and campaign management, though human expertise remains essential in ensuring ethical decision-making and contextual relevance, particularly in culturally diverse regions such as Indonesia. The findings contribute to the growing body of knowledge on the intersection of AI, PR, and sustainability, providing practical recommendations for future campaigns aimed at promoting global development goals. To enhance the relevance of the study within the field of public relations and sustainability, keywords such as Agenda Setting Theory have been incorporated to better align the paper’s focus with strategic communication frameworks.

The Use of Social Media Celebrity Influencers in Promoting Hospitality Business Brand in Nigeria: A Public Relations Perspective

2024-12-28T11:11:03+00:00

This study takes a theoretical approach to examine the interconnectedness of brand management, influencer marketing, and the evolving dynamics within the hospitality sector. Brands, deeply embedded in contemporary existence, serve as symbolic constructs for consumers seeking significance in their material surroundings. Successful branding, a cornerstone of brand management, not only distinguishes companies but also nurtures emotional bonds, loyalty, and trust. The emergence of modern public relations strategies, especially through social media channels, has revolutionized public relations and business brand. Brand influencers, epitomizing personal achievement and human magnificence, wield significant influence in shaping consumer perceptions. The symbiotic relationship between brands and influencers is pivotal for bolstering brand visibility and positively shaping consumer attitudes. As the hospitality industry undergoes transformative changes, the study advocates for strategic influencer partnerships, adaptive hospitality approaches, holistic brand management, and data-informed decision-making. These recommendations seek to empower businesses in navigating the intricacies of brand management, influencer collaborations, and evolving consumer preferences, fostering enduring growth and resilience in a dynamic business landscape.

CSR Strategy of PT SAT, Tbk in Maintaining The Company's Image

2025-05-06T08:31:09+00:00

Corporate Social Responsibility is the company's commitment to improve the quality of life and the environment that is beneficial to the company and society in general. Corporate Social Responsibility is carried out by a Public Relations to obtain the company's image. This study aims to describe the strategies and obstacles of PT Sumber Alfaria Trijaya Tbk's Corporate Social Responsibility (CSR). The paradigm of this research is post-positivism. This type of research is descriptive qualitative. The research method is a case study using interview data collection techniques. Data analysis in this study is data reduction, data presentation, and drawing conclusions. The results of the study show that PT Sumber Alfaria Trijaya Tbk's Corporate Social Responsibility strategy focuses on profit, people, planet, each of which has a different strategy. Profit is made by forming Alfamart Care which aims to communicate sympathy in the form of raising donations, donating goods, and donating blood. People is carried out by forming Alfamart Smart and Alfamart SMEs, which aim to provide educational scholarships for elementary, middle, high school/vocational schools and provide the Alfamind application to facilitate communication between MSME players and buyers. Planet is done by forming Alfamart Clean and Energy which aims to campaign to stop using plastic bags, and tree planting campaigns in areas with less absorption to mitigate natural disasters. Obstacles in implementing Corporate Social Responsibility are ineffective communication channels where innovation information cannot reach all heterogeneous publics.