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Asian Journal of Media and Communication (AJMC)
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Articles 5 Documents
Search results for , issue "Vol. 3 No. 2 (2019): Volume 3, Number 2, October 2019" : 5 Documents clear
Tartu-Moscow Semiotic School and the Development of Semiotic Studies in Indonesia Muzayin Nazaruddin
AJMC (Asian Journal of Media and Communication) Vol. 3 No. 2 (2019): Volume 3, Number 2, October 2019
Publisher : Department of Communications, Universitas Islam Indonesia

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Abstract

This paper proposes the importance of the infusion of Tartu-Moscow Semiotics School (TMSS) into the development of semiotic studies in Indonesia. Semiotic studies in Indonesia have mostly departed from the ideas of Peirce, Saussure, and Barthes, while TMSS has not been recognized by Indonesian scholars. The paper proposes two concepts of TMSS, namely ‘text’ and ‘semiosphere’, which would significantly enhance semiotic studies in Indonesia. Indonesian scholars usually regard text as a concrete artefact, causing overgeneralization that every artefact is text, as well as oversimplification that every text is concrete artefact. Semiotic studies in Indonesia tend to exclude text as the object study from its cultural context and to analyse it in its individuality. While, TMSS defines text based on its meaningfulness, authority, and cultural functions. Besides its function as message carrier, TMSS proposes three functions of text, namely creative, poetic, and memory functions. These functions are connection points between a text and its wider cultural and historical contexts and its dynamic aspects. Finally, the concept of semiosphere, an abstract model in which semiosis occurs and outside of which semiosis cannot exist, would drive a holism perspective, avoiding the tendency to analyse the discrete text in its individuality.Keywords: Tartu-Moscow Semiotic School; text; text function; semiosphere; sign system. 
Best Practice for Marketing Heritage Site: Analysing the Medina National Museum in Saudi Arabia Ali Alyusuf
AJMC (Asian Journal of Media and Communication) Vol. 3 No. 2 (2019): Volume 3, Number 2, October 2019
Publisher : Department of Communications, Universitas Islam Indonesia

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Abstract

Heritage tourism provides direct benefits for regional economies and enhances economic development within the local communities. This study investigates the best practices of Medina National Museum in the Kingdom of Saudi Arabia by analysing the values of the site, tourist motivations, stakeholder’s collaboration, and promotion management of the site. Applying the interpretive social science paradigm, this study is based on secondary data, which means that the researcher has gathered data from other scholars. This study finds religious and socio-cultural values of the site that could be taken into account as important values for a heritage site. This study also finds that religious, educational and authentic are the most important tourist motivations to the site. It has also identified the related stakeholders in Saudi Arabia and Madinah region and concludes that bureaucracy prevents effective partnerships between the related stakeholders, including private and public sectors. Finally, based on the results, the study offers some suggestions and recommendations to increase the number of visitors to the Medina National Museum, including applying appropriate marketing strategy focusing to the targeted Muslim tourists, whether domestic or international tourists.Keywords: Medina National Museum; heritage tourism; destination value; marketing strategy; tourist motivation.
Public Engagement with the #CampurLGBT Campaign as Portrayed by Malaysian Netizens’ Response Noor Amirah Asraf; Puteri Sarah Hanim Mohamad Shaiful; Zulkifli Abd Latif; Shazleen Mohamed
AJMC (Asian Journal of Media and Communication) Vol. 3 No. 2 (2019): Volume 3, Number 2, October 2019
Publisher : Department of Communications, Universitas Islam Indonesia

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Abstract

The purpose of this study is to examine public engagement with the hashtag #CampurLGBT campaign as portrayed by Malaysian netizens’ response on social media. This study applies AIDA model, consisting of four levels, namely attention, interest, desire, and action. Netizens’ response to the campaign, such as their comments, discussions, and even pictures posted under the hashtag #CampurLGBT are analyzed, in order to understand public engagement with the issue, also to determine how the campaign may influence their views on the LGBT lifestyle. This study finds that despite the campaign being successful in recruiting followers and supporters of the movement, the number of those supporting it is relatively small compared with those who are against it. Those who respond positively to the campaign are mostly members of the LGBT community itself, also urban Malaysian netizens who have been exposed to the LGBT culture through friends and family members. While the netizens who have shown their negative responses are mostly concerned with the practice of being prohibited in Islam, also with the negative health implications of the LGBT lifestyle. They feel attacked by the ‘negative messages’ of the campaign, and therefore need to do the counter campaign. They explicitly declare their negative desire towards the campaign, also take action to reject the campaign.Keywords: public engagement; AIDA model; #CampurLGBT; #TolakLGBT.
Social Media Roles in Spreading LGBT Movements in Malaysia Muhammad Faiz Mokhtar; Wan Allef Elfi Danial Wan Sukeri; Zulkifli Abd Latiff
AJMC (Asian Journal of Media and Communication) Vol. 3 No. 2 (2019): Volume 3, Number 2, October 2019
Publisher : Department of Communications, Universitas Islam Indonesia

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Abstract

This study examines how social media play roles in spreading LGBT movements in Malaysia, as well as how their potential in influencing Malaysian minds on the LGBT movements. In this study, the uses and gratifications theory applied to understand how the LGBT communities use social media as way to communicate and disseminate information in order to achieve their needs and gratifications. This study has applied qualitative approach, especially using in-depth interview and observation to the social media contents of the LGBT communities. This study finds that LGBT movements are significantly growing in Malaysia. However, due to the fact of conservative Malaysian society, the LGBT communities have optimized social media for spreading the information, sharing experiences, also communicating and engaging with another LGBT movements and communities. The use of social media comes from the nature of social media itself, namely free, open, easy and cheap access, as well as no regulatory body controls their contents. In this social media movement, the use of hashtags is very important to classify their movements, to easily communicate under certain topics, to gain new followers, as well as to maintain the current members. This study also finds that social media have played important roles in disseminating LGBT information in Malaysia, as well as in shaping the minds of Malaysians along with the spreading of LGBT movements in Malaysia.Keywords: LGBT movement; social media; uses and gratification; conservative society; social media hashtags.
Participatory Communication in Children Empowerment Program in Yogyakarta: The Case of Sekolah Gunung Merapi and Komunitas Jendela Jogja Mutia Dewi; Muhammad Reza Fahlevy
AJMC (Asian Journal of Media and Communication) Vol. 3 No. 2 (2019): Volume 3, Number 2, October 2019
Publisher : Department of Communications, Universitas Islam Indonesia

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Abstract

Using qualitative approach, this study aims to analyse the participatory communication in the children empowerment programs held by Sekolah Gunung Merapi and Komunitas Jendela Jogja, as well as its supporting and undermining factors. The data of this study were collected through in-depth interviews, semi-participant observations, and document collections. Six informants were involved in this study, which were purposively selected as they are activists of the two research communities. As a result, the study shows that participation in children empowerment programs in Yogyakarta appears at four processes: decision-making, activities implementation, monitoring and evaluation and outcome utility. In each process, they mostly use the concept of dialogue and carnival participation. In terms of participation level, the children empowerment programs held by Sekolah Gunung Merapi and Komunitas Jendela Jogja are both in partnership level with roles as accelerator, mediator, educator, expert and social planner. The supporting factors in the children empowerment programs include supports and facilities while the undermining factors are the lacks of number and teaching skill from volunteer’s side and troubles from student’s side.Keywords: Children empowerment program; participation; participatory communication; Sekolah Gunung Merapi; Komunitas Jendela Jogja.

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