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Wijaya, B. S. (2013). ‘Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication’, European Journal of Business and Management, 5 (31), p. 55-65

Cover EJBMDIMENSIONS OF BRAND IMAGE: A Conceptual Review from the Perspective of Brand Communication

Bambang Sukma Wijaya

Abstract: Currently almost all products have the brand, and all companies strive to develop and maintain their brand reputation. Brand is a mark left on the minds and hearts of consumers, which creates a specific sense of meaning and feeling. Thus, brand is more than just a logo, name, symbol, trademark, or label attached to a product. Using theoretical review and reflective method, this conceptual paper aims to review the dimensions of brand image as one stage in the hierarchy of branding or brand communications, so it can be a guide for future studies related to the brand image. Brand image plays an important role in the development of a brand because the brand image associated with the reputation and credibility of the brand which later became the “guidelines” for the consumer audience to try and use a product or service then creating a particular experience that will determine whether the consumer will be into brand loyalist, or simply an opportunist (easy to move to another brand). The dimensions of brand image in this study include brand identity, brand personality, brand association, brand attitude & behavior, and brand benefit & competence.

Keywords: brand image dimensions, brand communication, hierarchy of branding, brand development

 

Abstrak: Saat ini hampir semua produk memiliki merek, dan semua perusahaan berusaha mengembangkan dan menjaga reputasi merek mereka. Merek adalah tanda jejak yang tertinggal pada pikiran dan hati konsumen, yang menciptakan makna dan perasaan tertentu. Dengan demikian maka merek lebih dari sekadar logo, nama, simbol, merek dagang, atau sebutan yang melekat pada sebuah produk. Melalui penelusuran pustaka dan metode reflektif, makalah konseptual ini bertujuan mengaji dimensi citra merek (brand image) sebagai salah satu tahap dalam hirarki komunikasi merek, sehingga dapat menjadi panduan untuk penelitian-penelitian berikutnya yang berkaitan dengan citra merek. Citra merek memegang peranan penting dalam pengembangan sebuah merek karena citra merek menyangkut reputasi dan kredibilitas merek yang kemudian menjadi “pedoman” bagi khalayak konsumen untuk mencoba atau menggunakan suatu produk barang atau jasa sehingga menimbulkan pengalaman tertentu (brand experience) yang akan menentukan apakah konsumen tersebut akan menjadi loyalis merek atau sekadar oportunis (mudah pindah ke lain merek). Dimensi-dimensi citra merek dalam kajian ini adalah identitas merek, kepribadian merek, asosiasi merek, sikap dan perilaku merek, serta manfaat dan kompetensi merek.

Kata kunci: dimensi citra merek, komunikasi merek, hierarchy of branding, pengembangan merek

See the full-text paper here: Dimensions of Brand Image

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Wijaya, B. S. (2013). ‘Korupsi Komunikasi dalam Dimensi Pesan, Media, Konteks, Perilaku: Proposisi Teoretis untuk Inspirasi Riset’, Journal Communication Spectrum, 3 (1), p. 1-13

Korupsi KomunikasiKorupsi Komunikasi dalam Dimensi Pesan, Media, Konteks dan Perilaku: Sebuah Proposisi Teoretis untuk Riset

(The Corruption of Communications on the Message, Media, Context and Behavioral Dimensions)

 Bambang Sukma Wijaya

Abstrak: Dalam komunikasi, hak publik atau khalayak adalah menerima pesan yang disampaikan komunikator secara utuh sesuai fakta, baik fakta normatif maupun fakta kontemplatif yang mengacu pada kaidah kebenaran berdasarkan hati nurani dan tanggung jawab moral. Korupsi komunikasi adalah perbuatan atau peristiwa dalam proses komunikasi yang mengurangi hak publik atau khalayak dalam menerima pesan secara utuh dan benar sesuai fakta, baik fakta normatif maupun fakta kontemplatif dengan memanfaatkan kekuasaan, kekuatan atau kewenangan yang dimiliki. Tulisan ini memaparkan dan membahas berbagai dimensi koruptivitas komunikasi, baik dari dimensi pesan, media, konteks dan perilaku yang kerap dijumpai di berbagai lingkup aktivitas komunikasi seperti komunikasi politik, komunikasi pendidikan, komunikasi pemasaran, komunikasi korporat, komunikasi media massa, bahkan dalam lingkup komunikasi antarpribadi. Untuk menggambarkan tinggi-rendahnya tingkat koruptivitas suatu komunikasi, maka penulis menawarkan sebuah rumus Koruptivitas Komunikasi yang terdiri dari unsur-unsur N (communication Needs) plus P (Power) pangkat O (Opportunity) kurang Ar (Audience right) yang dikalikan dengan Cs (Conscience) plus R (moral Responsibility).

Kata Kunci: Korupsi Komunikasi, komunikasi persuasif, komunikasi pencitraan, manajemen kesan (impression management), pencucian kesan (impression laundering)

See the full-text paper here: Korupsi Komunikasi

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Wijaya, B. S. (2012). ‘The Development of Hierarchy of Effects Model in Advertising’, International Research Journal of Business Studies, 5 (1), p. 73-85

FromAIDA” To “AISDALSLove”: The Development of Hierarchy of Effects Model in Advertising

Bambang Sukma Wijaya

Abstract: This paper aims to review the hierarchy of effects models in advertising, especially the well-known model, AIDA (Attention, Interest, Desire, and Action). Since its introduction by Lewis (1900) and generally attributed in the marketing and advertising literature by Strong (1925), the concept of AIDA’s hierarchy of effects model has been used by many researchers, both academicians and practitioners to measure the effect of an advertisement. However, the development of information technology has radically changed the way of how people communicate and socialize, as well asa paradigm shiftfromproduct-oriented marketingto consumer-oriented marketing or people-oriented marketing, so that the variables in the hierarchy of effects model also needs to be updated according to the latest developments in the notice of public power as consumer audience. Using literature review and reflective method, this paper introduces a new concept of hierarchy of effects model that developed from AIDA’s hierarchy of effects model, namely: AISDALSLove (Attention, Interest, Search, Desire, Action, Like/dislike, Share, and Love/hate).

Key Words:AISDALSLove, AIDA, Hierarchy of Effects, Advertising, Consumer Audience
See the complete article here: The Development of Hierarchy of Effects Model in Advertising

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Wijaya, B. S. (2011). ‘Kajian Produksi Pesan Iklan Ambient Media’, Jurnal Ilmu Komunikasi [Indonesian Journal of Communication Science], 9 (3), p. 344-359

Kajian Produksi Pesan Iklan Ambient Media (A Study about Message Production of Ambient  Media Advertising)

Bambang Sukma Wijaya

Abstract:  This study aims to uncover the knowledge used by creators in producing the message of ambient media ad and compare it with Action Assembly Theory, a message production theory by John Greene who revealed that a message is formed from several knowledges possessed and managed by communicator. By using exploratory-qualitative method through an interpretive approach, the researcher interviewed in depth some subjects or informant namely ambient media ad creators from various backgrounds, ranging from executive creative director to Visual Communication Design student who ever win an ambient media ad competition. Researcher found that the creators of ambient media ad use subjective knowledge derived from personal experience and objective knowledge derived from creative brief as content knowledge in producing the message of ambient media ad. Beside that, researcher found that in addition to ‘content knowledge’ and ‘procedural knowledge’ as mentioned in Action Assembly Theory, ambient media ad creators also use ‘context knowledge’ in producing the message. This context knowledge even has a crucial role in shaping consumer audience’s experience towards the message as a typical characteristic of ambient media ad.

 

Abstrak

Penelitian ini bertujuan mengungkap pengetahuan-pengetahuan yang digunakan kreator dalam memproduksi pesan iklan ambient media dan membandingkannya dengan teori produksi pesan Action Assembly Theory dari John Greene yang mengungkapkan bahwa pesan dibentuk dari pengetahuan-pengetahuan yang dimiliki dan diorganisasikan oleh komunikator. Dengan menggunakan metode kualitatif-eksploratoris melalui pendekatan interpretif, peneliti mewawancarai secara mendalam beberapa subyek atau informan yakni kreator iklan ambient media dari berbagai latar belakang, mulai dari pengarah kreatif eksekutif hingga mahasiswa Desain Komunikasi Visual (DKV) yang karya iklan ambient media-nya pernah memenangkan lomba. Dari hasil penelitian, peneliti menemukan bahwa kreator iklan ambient media menggunakan pengetahuan subyektif yang berasal dari pengalaman pribadi dan pengetahuan obyektif yang berasal dari taklimat (brief) kreatif sebagai pengetahuan isi (content knowledge) dalam memproduksi iklan ambient media. Selain itu, peneliti menemukan bahwa di samping content knowledge dan procedural knowledge seperti yang terdapat dalam Action Assembly Theory, kreator iklan ambient media juga ternyata 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.

Kata kunci: produksi pesan, iklan ambient media, action assembly theory, pengetahuan isi (content knowledge), pengetahuan prosedural (procedural knowledge), pengetahuan konteks (context knowledge)

See the complete paper:  Kajian Produksi Pesan Iklan Ambient Media

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Wijaya, B. S. (2011). ‘Model Komunikasi Berasa dalam Komunikasi Pemasaran: Studi tentang Iklan Ambient Media dalam Meraih Kepercayaan Khalayak Konsumen’, Journal Communication Spectrum, 1 (1), p. 55-74

comm spectrum vol 1Model Komunikasi Berasa dalam Komunikasi Pemasaran: Studi tentang Iklan Ambient Media dalam Meraih Kepercayaan Khalayak Konsumen

(Experientially-Meaningful Communication Model in the Marketing Communication: A Study of Ambient Media Advertising in Gaining Consumer Audience’s Trust)

Bambang Sukma Wijaya

Abstract: The more cluttered and intense of marketing communications messages in conventional media had turned many advertisers to take a glance at ways of communication through unconventional media. One of them is through ambient media advertisement. This paper is to review the advantages of ambient media ad as one of marketing communication strategy in gaining the audience/consumer’s trust. By using qualitative case study method, writer found that one distinct characteristic of ambient media ad is its capable of synergizing a message and message proofing through consumer’s experience with a conducive ambience, thus consumers are able to sense directly the truth of the presented message. This kind of communication model is called Komunikasi Berasa or Experientially-Meaningful Communication or Ambient Communication. Unlike ‘experience’ concept in marketing which is more oriented to experience of a “product”, ‘experience’ concept within Experientially-Meaningful Communication is more oriented to experience of a “message”. Therefore, with direct or instant experience (without delay) of a message which is presented synergically, consumers will tend to directly accept the truth of that message. Experientially-Meaningful Communication model which is a pattern of this ambient media ad communication becomes one of the solutions in the midst of the lessening of consumers trust to promises or advertisement message in the conventional media. To optimize communication result of ambient media ad, writer suggested creators to mix it with public relation strategy by creating word-of-mouth and publicity.

Key Words: Experientially-Meaningful Communication (Komunikasi Berasa), Ambient Media Ad (Iklan Ambient Media), Consumer Audience (Khalayak Konsumen)

See the complete paper: Experientially-Meaningful Communication Model in the Marketing Communication

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Wijaya, B. S. (2011). ‘Experiential Communication Model in the Organizational Communication: A Study of Persuasive Technique in order to Gain Audience’s Trust’, Jurnal Komunika [Journal of Developmental Communication], 14 (1), p. 37-44

Experiential Communication Model in the Organizational Communication: A Study of Persuasive Technique in order to Gain Audience’s Trust

Bambang Sukma Wijaya

 

Abstract: Persuasion holds a vital role within an organization. By means of a good persuasive communication, audience’s trust can be obtained and all elements within the organization can involve actively and productively in order to achieve the objectives of the organization. The problem is, to obtain audience’s trust or the message recipient’s trust is not easy. As a matter of fact, trust is the core of persuasion. Therefore, by examining the persuasive communication within the organization, the author offers a new concept of communication model, namely Komunikasi Berasa Model or Experiential Communication Model or Experientially-Meaningful Communication Model. Through this Komunikasi Berasa Model, message recipients are not only capturing and understanding the gist of the delivered message, but are also directly experiencing the truth by message verification. Consequently, communicator will not speak worthlessly, but directly proves the correctness of his words. Several dimensions of Komunikasi Berasa Model are: Sensorial Experience & Meaningful (EM)-ness (Keberasaan Indrawi), Emotional EM-ness (Keberasaan Emosional), Rational EM-ness (Keberasaan Rasional),  Relevant EM-ness (Keberasaan Relevansional), Beneficial EM-ness (Keberasaan Benefisial), and Social EM-ness (Keberasaan Sosial).

Keywords: Experiential Communication, Komunikasi Berasa Model, Organizational Communications, Persuasion, Audience’s Trust

See full-text here:

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