http://repository.kalbis.ac.id/handle/123456789/155 2026-03-15T06:54:13Z http://repository.kalbis.ac.id/handle/123456789/1792 Title: Penggambaran Orang Timur dalam Film Kaka Boss Authors: Aurelia, Gabriella Abstract: The film Kaka Bos presents character portrayals rooted in the protagonists’ geographical and cultural origins specifically Eastern Indonesia. This study aims to explore and articulate how Eastern Indonesian identities are depicted throughout the film. Employing a qualitative research design with a descriptive approach, the analysis adopts Charles Sanders Peirce’s semiotic framework, consisting of the triadic model of sign, object, and interpretant, to examine the symbolic meanings embedded in character behaviour and visual presentation. Grounded in the theory of social reality construction and viewed through a constructivist paradigm, this inquiry deciphers the cultural codes encoded in the film’s narrative. The findings reveal that Eastern characters are portrayed as dominant figures within informal social structures, emphasizing familial bonds, tradition, and courage in the face of adversity. Visual cues such as collar-pulling gestures, shaved heads, and dark skin tones intensify the depiction of strength, loyalty, and honour. The film ultimately crafts social imagery through visual signifiers and a structured cinematic narrative. 2025-08-07T00:00:00Z http://repository.kalbis.ac.id/handle/123456789/1698 Title: Analisis Resepsi Remaja Bekasi Selatan Mengenai Toksik Maskulinitas dalam Fim Seri “Euphoria” Authors: Safitri, Tishara Perdita; Delliana, Santi Abstract: Toxic masculinity refers to male behavioral patterns that promote dominance, emotional repression, and aggression, often to the detriment of themselves and others. This study investigates how young women in South Bekasi interpret toxic masculinity as represented in the television series Euphoria. Using Stuart Hall’s Encoding-Decoding theory as the analytical framework, the study employs a qualitative research approach through in-depth interviews with five informants aged 23–26. The research adopts a constructivist paradigm to understand how individual and social contexts shape audience reception. Findings reveal that all participants align with the dominant-hegemonic position, interpreting toxic masculinity by the filmmaker’s constructed message. This study highlights the significant influence of media representations on audience perceptions of gender norms. Furthermore, it contributes to the broader discourse on how mass media perpetuates or challenges traditional gender expectations among youth, particularly in an Indonesian sociocultural context. 2025-02-17T00:00:00Z http://repository.kalbis.ac.id/handle/123456789/1600 Title: Penggambaran Hubungan Ibu dan Anak dalam Iklan Lifebuoy Versi Akar Kuat di Bulan Suci Authors: Nugroho, Surya Andrie Abstract: The figure of a mother is very special within the family. A good relationship between a mother and her child can shape the child's behavior, character, and mentality. The strong bond between a mother and her child is portrayed in the Lifebuoy advertisement titled “Akar Kuat di Bulan Suci” ('Strong Roots in the Holy Month'). The aim of this study is to explore the depiction of the mother-child relationship in the Lifebuoy advertisement “Akar Kuat di Bulan Suci”. This research applies the Theory of Social Construction of Reality in Mass Media through three social processes: externalization, objectification, and internalization. It adopts a constructivist paradigm with a qualitative approach, utilizing Content Analysis Method with Charles S. Peirce's semiotic analysis technique of Sign, Object, Interpretant. The findings reveal that the portrayal of the mother-child relationship in the Lifebuoy advertisement 'Akar Kuat di Bulan Suci' depicts an emotional connection, characterized by gestures shown between the mother and child. These gestures by the mother towards her child signify both physical and emotional affection. 2024-07-23T00:00:00Z http://repository.kalbis.ac.id/handle/123456789/1572 Title: Strategi Komunikasi Pemasaran Melalui Endorsement Influencer untuk Meningkatkan Brand Awareness S-Grow Authors: Aisyah, Azri Nur Abstract: Successful implementation of marketing communication strategies can increase the company's brand awareness. S-Grow gained a large audience reach on social media after conducting marketing communications through influencer endorsements. Before the collaboration, the routine content uploaded by S-Grow only went 30-50 likes and 5-10 comments. The purpose of this study is to find out the marketing communication strategy through influencer endorsements to increase S-Grow's brand awareness. The post-positivistic paradigm with a qualitative approach and case study method was used in this research. Data collection was done by observation, interview, and documentation, then the data was analysed using the interactive model of Miles, Huberman, and Saldana. The results showed that influencer endorsements must match the target market profile, influencer selection based on previous performance and content relevance to the product. S-Grow also ensures the consistency of marketing communication messages delivered through clear guidelines. In Situation Analysis, S-Grow uses SWOT analysis, 5S Tools to set Objectives, Geographic, Demographic, and Psychographic segmentation become the foundation of Strategy, Tactics, and Action with PR and publicity, personal selling, and sales promotion, and all these activities are monitored, controlled, and evaluated regularly. 2024-07-25T00:00:00Z