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All Journal Humaniora Jurnal Studi Pemerintahan Jurnal Manajemen Teknologi Journal Communication Spectrum: Capturing New Perspectives in Communication Jurnal Ilmu Komunikasi International Research Journal of Business Studies (E-Journal) Journal of Entrepreneurship, Management and Industry (JEMI) Jurnal Desain Jobmark: Journal of Branding and Marketing Communication
Bambang Sukma Wijaya
Bakrie University
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Nilai-Tanda sebagai Jantung Makna Relasi Konsumen dan Merek Bambang Sukma Wijaya; Faruk Tripoli; Hermin Indah Wahyuni
Jurnal Ilmu Komunikasi Vol 17, No 2 (2019)
Publisher : Univeritas Pembangunan Nasional "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/jik.v17i2.3699

Abstract

Penelitian ini bertujuan untuk membahas konstelasi pembentukan relasi konsumen dan merek dalam dimensi simbolik. Metode yang digunakan adalah reflektivitas dan kajian literatur mendalam untuk mengonstruk teori merek Lury dan nilai-tanda Baudrillard atau konsep berkaitan dengan konteks isu yang dibahas. Hasil penelitian menunjukkan bahwa relasi konsumen dan merek terbentuk melalui proses penandaan (signifikansi). Merek merupakan institusi nilai-tanda yang menstimuli produksi dan konsumsi makna-makna simbolik oleh konsumen yang secara hasrati menciptakan berbagai kesenangan simbolik. Makna merek sering digunakan sebagai simbol gaya hidup tertentu, simbol kesuksesan, simbol kejantanan, simbol kepedulian sosial, simbol kekerenan dalam pergaulan, simbol percaya diri, simbol prestise, dan makna-makna simbolik lain. Merek menjadi obyek kenyamanan dan kesenangan individual yang secara terus-menerus direproduksi oleh konsumen melalui berbagai akrobat makna yang dikonstruknya. Penelitian ini juga menunjukkan relasi konsumen dan merek berkelindan dalam ruang-ruang simbolik perseptual konsumen melalui kekuasaan nilai-tanda yang terartikulasikan dalam berbagai kharisma. Nilai-tanda hadir untuk mengalienasi subyek dari obyek riil dan membiak di tataran pemaknaan konsumen. Kajian ini memberi implikasi bagi pengembangan teori komunikasi merek dari perspektif kajian-kajian budaya.
DESIRE AND PLEASURE IN THE BRANDED REALITY SHOW AS A DISCURSIVE PSYCHOANALYSIS Bambang Sukma Wijaya
Humaniora Vol 27, No 1 (2015)
Publisher : Faculty of Cultural Sciences, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (352.329 KB) | DOI: 10.22146/jh.6406

Abstract

The study of branded reality show is still very limited, especially in the perspective of discursive psychoanalysis. In fact, the phenomenon of reality show is currently growing in the television industry, so brands are inspired to create similar programs. This paper aims to analyze the desire and pleasure of success are presented and disclosed by branded reality show ‘Diplomat Success Challenge’ on a national TV channel in Indonesia. Using discursive psychoanalysis method in the Lacanian perspective, author found that participants in the ‘Diplomat Success Challenge’ saw competitors (other participants) as ‘other’ in imaginary phase which is the object of desire in having the pleasure of success, while the audience used the praticipants as reflection of their desire and pleasure of success. There are two tendencies of the spectatorship style in responding to the discourse. In one hand the audiences tend to be more emphatic and figural, while on the other hand they tend to be more logic and systematic. In addition, the desire and pleasure of success in the ‘Diplomat Success Challenge’ becomes a powerful discourse that alienated negative issues related to the Diplomat as a tobacco product brand. Thus, the politics of reality through a discourse of success in the branded reality show has successfully infiltrated into the subconscious and control the public consciousness.
The ‘Realness’ Discourse of a Political Leader: A Komunikasi Berasa Perspective BAMBANG SUKMA WIJAYA
Jurnal Studi Pemerintahan Vol 7, No 2 (2016): May 2016
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jgp.2016.0032

Abstract

This article examines the communication style of the former Governor of Jakarta and presidential candidate during the 2014 Indonesian election, Joko Widodo (known as Jokowi), both as a discourse and communication model that affects trustworthiness and meaningfulness of the audiences toward the conveyed messages.This communication model is called Komunikasi Berasa [‘sensed-communication’ or ‘experientially-meaningful communication’], which synergises the delivery and verification of a message through audiences’ experience towards the meaning of the message. Using discursive and descriptive survey approaches, the author found out that Jokowi’s sensed-communication is not perceived solely on blusukan [impromptu visits], but also on the verbal messages of his political campaigns. Media texts display more sensed-rational and sensed-sensorial discourse, whilst people see sensed-relevance and sensed-beneficial as the prominent factors in the sensed-message that Jokowi sent. The results of this research could be used as a reference in implementing a strategy to get audiences’ trust through Komunikasi Berasa or sensed-communication.
Faktor-Faktor yang Memengaruhi Diskrepansi Kepuasan Pembaca Tuti Widiastuti; Suharyanti Suharyanti; Dessy Kania; Dianingtyas M. Putri; Bambang Sukma Wijaya
Jurnal Ilmu Komunikasi Vol 9, No 2 (2011)
Publisher : Univeritas Pembangunan Nasional "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/jik.v9i2.3430

Abstract

Setiap orang memiliki motif dalam menggunakan media massa dan tidak setiap media dapat memenuhi kepuasan seseorang. Sering terdapat kesenjangan antara apa yang diinginkan seseorang dari media massa dengan apa yang diperoleh orang tersebut setelah mengonsumsi media massa. Dalam pandangan uses and gratification, seseorang secara selektif menggunakan media massa untuk mempertahankan atau merubah kondisi perasaan (suasana hati) atau kondisi kegembiraan (rousal). Tulisan ini menguji gratifikasi yang diharapkan (gratification sought/GS) berpengaruh pada gratifikasi yang diperoleh khalayak (gratification obtained/GO). Metode penelitian yang digunakan yaitu metode kuantitatif, dengan teknik pengambilan responden purposive sampling. Data dikumpulkan melalui penyebaran kuesioner, wawancara, dan studi kepustakaan. Hasil uji Path Analysis, bahwa kepuasan khalayak pada surat kabar secara langsung maupun tidak, dipengaruhi oleh faktor gratifikasi yang diharapkan (GS), gratifikasi yang diperoleh (GO), sosiabilitas, teman sebaya, intensitas membaca surat kabar, tingkat interaktivitas, kredibilitas sumber, tingkat pendidikan, dan tingkat sosial ekonomi.
Kajian Produksi Pesan Iklan Ambient Media Bambang Sukma Wijaya
Jurnal Ilmu Komunikasi Vol 9, No 3 (2011)
Publisher : Univeritas Pembangunan Nasional "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/jik.v9i3.3441

Abstract

Penelitian ini bertujuan mendeskripsikan pengetahuan-pengetahuan yang digunakan kreator dalam memproduksi pesan iklan ambient media dan membandingkannya dengan teori produksi pesan Action Assembly Theory dari John Greene. Dengan menggunakan metode kualitatif-eksploratoris melalui pendekatan interpretif, peneliti mewawancarai secara mendalam beberapa subjek atau informan yakni kreator iklan ambient media dari berbagai latar belakang yaitu; pengarah kreatif eksekutif dan mahasiswa Desain Komunikasi Visual (DKV) yang karya iklan ambient media-nya pernah memenangkan lomba. Hasil penelitian ini ditemukan bahwa kreator iklan ambient media menggunakan pengetahuan subjektif yang berasal dari pengalaman pribadi dan pengetahuan objektif yang berasal dari kalimat (brief) kreatif sebagai pengetahuan isi (content knowledge) dalam memproduksi iklan ambient media. Peneliti juga menemukan bahwa content knowledge dan procedural knowledge seperti yang terdapat dalam Action Assembly Theory, kreator iklan ambient media juga menggunakan context knowledge dalam memproduksi pesan, bahkan pengetahuan ini memiliki peran sangat penting dalam membentuk pengalaman khalayak konsumen terhadap pesan yang merupakan ciri khas iklan ambient media.
MENONTON INDONESIA DI REMANG KABUT EUFORIA REFORMASI Bambang Sukma Wijaya
Jurnal Desain Vol 1, No 02 (2014): Jurnal Desain
Publisher : Universitas Indraprasta PGRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (564.812 KB) | DOI: 10.30998/jurnaldesain.v1i02.687

Abstract

Jika pada masa Orde Baru, dinamika politik dalam produksi dan konsumsi budaya pop terjebak dalam pertentangan antara kubu yang menerima dan kubu yang melawan status quo yang berpusat pada ideologi resmi yang ‘diakui’ rezim pemerintahan yakni kombinasi Kejawen, sekularisme, militerisme, bapakisme dan Pembangunanisme serta kepribumian, maka pada masa pasca-Orde Baru atau Reformasi perseteruan politik identitas berkelindan di antara: (a) semangat kedaerahan dan kewenangan nasional, (b) sinkretisme Jawa dan meningkatnya kesalehan baru Islam, (c) patriarki dan gerakan perempuan, (d) selera budaya tinggi dan rendah, dan (e) kesenjangan dan pemberdayaan teknologi. Tulisan ini menelaah artikel-artikel menarik mengenai perkembangan budaya pop di Indonesia pasca Orde Baru yang dirangkum dan dieditori oleh Ariel Heryanto dalam bukunya berjudul “Budaya Populer di Indonesia, Mencairnya Identitas Pasca-Orde Baru”. Tidak hanya menelaah melalui pembingkaian ulang fenomena dan kajian budaya populer di Indonesia pasca Orde Baru agar lebih kontekstual, di sini saya juga berusaha menganalisis dan mengritisi setiap artikel agar membuka horizon lebih luas dalam melihat fenomena yang ada dan menjadi referensi bagi periset selanjutnya.
Brand Discourse Analysis (BDA): Conceptual and Methodological Propositions Bambang Sukma Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 2 No. 1 (2020): JOBMARK July - December 2020
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v2i1.93

Abstract

Brand Discourse Analysis (BDA) is a theory and method for analyzing how discourse is represented, reproduced, and circulated through messages, innitiatives or programmatic endeavors, means of communication, and conditions or ecosystems in which brands grow and develop. Several dimensions or aspects of BDA are 1) Brand's Message which includes three elements, namely: Promo, Promise, and Prominence, 2) Brand's Mode includes Strategy, Style, and Story, 3) Brand's Medium consists of Channel, Chain, and Clique, and 4) Brand's Milieu comprises Climate, Context, and Culture. In an increasingly hypermediated world, BDA has strategic implications in optimizing brand communication performance through various elements of discourse. Also, BDA has theoretical implications in enriching discourse analysis literature in the context of branding and marketing communications.
Branding: Representation, Communication, and Simulation Bambang Sukma Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 1 No. 1 (2019): JOBMARK July-December 2019
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i1.149

Abstract

Brands are signifiers that refer to objects, namely products, ingredients, companies, organizations, countries, places, communities, individuals, and others. As a signifier, a brand represents an object as well as a signified by a specific meaning or concept. On the other hand, brands are messages, media, and 'actors' that play an essential role in communication. However, with the flood of communication today, a brand has developed into a sign of hyperreality. The actual objects have been replaced by signifiers that manifest as fictitious objects. Thus, branding is an unended representation, communication, and simulation process.
Integrated Brand Communication (IBC): Maximizing the Voice, Minimizing the Noise Bambang Sukma Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 1 No. 2 (2020): JOBMARK Vol 1 No 2 (January-June 2020)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i2.186

Abstract

Integrated Brand Communication (IBC) refers to unifying a brand's messaging to make it consistent across all media used to reach its target audience. It is a strategic approach that guides communication and tactics across all branding channels. The main goal of IBC is to maximize the brand's voice and minimize the noise that may distract or confuse the consumers, both internally and externally. IBC can help with brand-building, campaign effectiveness, and customer loyalty in long-lasting brand relationships by aligning the primary brand message and using the right mix of marketing omnichannel. This article provides a roadmap, strategic concepts, and practical guides for optimizing brand message clarity amidst the buzz of branding and mass communication explosions.
Brand Talkedness: How likely is your brand to be talked about by the public? Bambang Sukma Wijaya
Jobmark: Journal of Branding and Marketing Communication Vol. 1 No. 1 (2019): JOBMARK Vol 1 No 1 (July-December 2019)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i1.187

Abstract

Brand talkedness is the degree to which a brand is being talked about by its customers, potential customers, and the public. It is a measure of the brand’s word-of-mouth popularity and influence. Brand talkedness can be influenced by many factors, such as the brand’s voice, personality, storytelling, content, and customer experience. A brand with high talkedness can benefit from increased awareness, loyalty, trust, and sales. However, not all talkedness is positive. A brand can also generate negative word-of-mouth if it fails to meet customer expectations, behaves unethically, or faces a crisis. Therefore, a brand should monitor and manage its talkedness carefully to ensure that it reflects its desired image and reputation. This article describes the insightful concepts for brand talkedness so researchers and practitioners can correctly measure, manage, and develop brand talkedness strategies.
Co-Authors Dessy Kania Dianingtyas M. Putri Dianingtyas M. Putri Faruk, Faruk Hermin Indah Wahyuni Suharyanti Suharyanti Suryaman, Inge Salsabila Tuti Widiastuti