ANALOGI Jurnal Ilmu Sosial dan Humaniora

Analisis Resepsi Mahasiswa UMY, UTY, dan UGM terhadap Penggunaan Idol Korea dalam Iklan Produk Scarlet whitening

2026-08-14T20:50:45+07:00

Abstract

This study aims to analyze the reception of students from Muhammadiyah University of Yogyakarta (UMY), Yogyakarta University of Technology (UTY), and Gadjah Mada University (UGM) toward the use of Korean idols as brand ambassadors in advertisements for the local beauty product Scarlett Whitening. The research uses a qualitative approach with Stuart Hall's reception analysis method thru structured interviews with five students who have knowledge of Scarlett Whitening advertisements and Korean Wave (Hallyu) culture. The research findings indicate that audience reception is divided into three positions of meaning: dominant-hegemonic, negotiated, and oppositional. The majority of informants were in dominant-hegemonic and negotiating positions, indicating acceptance of the global appeal of Korean idols in strengthening product image and trust, but still accompanied by critical awareness of the differences between Korean beauty standards and the local cultural context of Indonesia. Meanwhile, the opposition's position represents a rejection of foreign cultural dominance, which is seen as potentially eroding local identity. This finding confirms that the student audience plays an active role in interpreting advertising messages, and also shows that Scarlett Whitening's advertisements not only serve as a promotional medium but also as a space for cultural negotiation between global and local values in the flow of globalization.

Keywords: brand ambassador, Korean idol, Scarlett Whitening, beauty advertisement, Korean Wave (Hallyu)

Representasi Standar Kecantikan Korea Citra Modern dalam Iklan Somethinc oleh Han So Hee

2026-08-14T20:50:45+07:00

The development of digital technology has driven the transformation of advertising practices, particularly in the beauty industry, which increasingly utilizes digital media platforms such as YouTube. This study aims to analyze how Somethinc advertisements represent Korean culture and K-beauty standards in their content. This study uses a descriptive qualitative approach with Roland Barthes' semiotic analysis method, which examines meaning at two levels of significance, namely denotation and connotation, as well as the myths constructed through advertising. The object of this study is a Somethinc advertisement titled “Look And Be Your Own Girl Crush With Somethinc” uploaded on the YouTube platform. Data collection techniques were carried out through indirect observation, documentation, and literature study, with data validation using source and theory triangulation. The results of the study show that Somethinc advertisements denotatively display women with fair, smooth skin and confident expressions in their daily self-care activities. At a connotative level, the advertisement constructs a meaning of ideal beauty that refers to K-beauty standards, such as fair, clear, and glowing skin, which are then mythologized as symbols of a modern and feminine lifestyle. This representation shows how Korean culture is adapted by local Indonesian brands to increase the appeal of their products, while also potentially shaping consumer perceptions and preferences towards certain beauty standards.

Fenomenologi Curhat Digital: Pemaknaan Komunikasi Interpersonal Generasi Z Melalui ChatGPT Sebagai Media Cerita

2026-08-14T20:50:45+07:00

The development of artificial intelligence, particularly ChatGPT, is not only used as an academic tool, but also increasingly used as a digital confidant by Generation Z. This study aims to explore Generation Z's interpretation of interpersonal communication in using ChatGPT as a storytelling medium, focusing on aspects of self-disclosure, emotional security, dependency levels, and gender influence. This study uses a descriptive qualitative method with a phenomenological approach. There were six informants, all students at Muhammadiyah University Klaten, who were selected through purposive sampling. Data collection was conducted through open questionnaires and in-depth interviews, then analyzed by grouping the themes of the informants' subjective experiences. The results showed that four informants used ChatGPT as a digital confidant, while the other two informants used ChatGPT solely for academic purposes. Informants who used ChatGPT as a confidant felt that it was easy to express their emotions, had a higher level of openness, and felt emotionally secure due to the minimal risk of social judgment. The level of attachment to ChatGPT varied, ranging from situational use to a tendency toward more intense emotional attachment. Additionally, it was found that gender also influenced the meaning of ChatGPT usage, with female informants more dominant in utilizing ChatGPT as a confessional medium compared to male informants. This study concluded that ChatGPT is perceived as a temporary safe space in digital

Yogyakarta's Digital Branding and Cultural Identity on Instagram @ells.picture

2026-08-15T09:45:56+07:00

Yogyakarta is one the regions in Indonesia that has rich Javanese cultural heritage, especially traditional clothing that reflects philosophical values and cultural identity. In the era of social media, traditional culture has also become part of digital branding. The Instagram account @ells.picture present photography content featuring Yogyakarta traditional Javanese clothing in an aesthetic and modern style that attracts younger generations and tourist. This study aims to analyze how the digital branding of Yogyakarta's cultural identity is built through the representation of Javanese traditional clothing on the @ells.picture Instagram account. This study uses a qualitative approach with a descriptive method. The data collection technique was carried out through interviews, observations, and documentation of Instagram content @ells.picture. Data analysis was carried out using Stuart Hall representation theory and digital branding concepts to understand how cultural meaning is constructed through visuals, captions, and interactions on social media. The results of this study show that the Instagram account @ells.picture consistently builds digital branding through the visualization of Javanese traditional clothing that is packaged aesthetically and communicatively. Visual elements such as clothing, historical backgrounds, and poses are the main aspects in representing Javanese cultural values such as politeness, elegance, and harmony, which are then strengthened by caption that is simple and informative. Digital branding on Instagram not only increases tourist attraction, but also contributes to strengthening cultural image and supporting the promotion of culture-based tourism in the digital era.

Dinamika Pesan Kampanye Politik Kandidat Lokal melalui Instagram: Dari Citra hingga Partisipasi

2026-08-19T08:23:23+07:00

Social media has become an important arena for political campaigning because it enables candidates to present themselves, frame issues, and invite public involvement through visual and interactive communication. However, many studies still emphasize visual appearance or engagement metrics, while the temporal movement of campaign messages receives less attention. This study analyzes the dynamics of local candidate campaign messages on Instagram, particularly the shift from image building to participation appeals. A descriptive qualitative approach with qualitative content analysis was employed. The data consisted of 45 Instagram feed posts published by a candidate for the Regional Representative Council from the Special Region of Yogyakarta during an intensive one-month campaign period before voting day. Each post was coded according to campaign phase and message function, covering image building, social proximity, electoral education, and participation appeals. The findings show a gradual pattern. Early posts emphasized image building through gender, local culture, micro-enterprise, environmental, and innovation issues. The middle phase strengthened social proximity through market visits, community encounters, local language, and aspiration channels. The final phase was dominated by participation appeals through electoral information, campaign events, slogans, quizzes, and voting encouragement. The study concludes that Instagram functions not only as a visual campaign medium, but also as a space for organizing the rhythm of local political communication from image building toward audience participation.

Partisipasi Perempuan dalam Pengelolaan Usaha Garam

2026-08-19T08:30:43+07:00

Currently, the economic sector—especially small and micro enterprises—plays an important role in Indonesia’s economic growth. MSMEs (Micro, Small, and Medium Enterprises) have shown resilience during economic crises. In managing these businesses, women significantly contribute to their development. Their participation in entrepreneurship has a positive impact on the socioeconomic status of families. In Rembang Regency, one key economic activity is the processing of marine products, including salt, with women supporting these enterprises. This research aims to examine women’s involvement in managing salt businesses. The findings show that women’s participation, such as attending meetings organized by cooperatives or groups, is generally less frequent than that of men. More than half of women surveyed reported never or rarely joining group activities. Additionally, women are less likely to give suggestions, with two-thirds of respondents indicating low involvement in decision-making. The main challenge faced by women in this sector is a lack of ideas for proposals. Other obstacles include hesitation to express opinions and a tendency to follow existing group decisions. Overall, while women play an essential role in supporting salt business development, their direct participation in formal activities and decision-making processes remains limited. Encouraging more active involvement could further improve business outcomes.