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"[ABSTRAKPenelitian dengan metode netnografi ini memahami eksistensi dan penggunaan media analog di era digital yang tak lepas dari konstruksi sosial terhadapnya. Begitu juga yang terjadi pada kartu pos. Fleksibilitas interpretasi kelompok sosial relevan, dalam penelitian ini adalah komunitas Card to Post, membawa penggunaan kartu pos dengan cara yang baru. Fleksibilitas interpretasi tersebut terlihat pada gambar dan ornament estetikanya; pesan tertulis; penempatan prangko; dan penyimpanannya. Lalu, penggunaan teknologi analog ini menimbulkan makna khusus pada kartu pos sebagai media komunikasi interpersonal, yaitu personalitas, sensasi fisik, kreatifitas, dan komunikasi pelan

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ABSTRACTWith netnography as a method, this research analize and understand the existence and the usage of postcard as analog media in digital era which happended because of social construction. This research find that the interpretative flexibility of the social relevant group bring new way to use and design postcard. The interpretative flexibility shown from postcard picture and aesthetic ornament; written message; stamp placement and how it stored. The usage of postcard in digital era is also emerge meaning in its users, which are authenticity, physical sensation, creativity, and as slow communication. ;With netnography as a method, this research analize and understand the existence and the usage of postcard as analog media in digital era which happended because of social construction. This research find that the interpretative flexibility of the social relevant group bring new way to use and design postcard. The interpretative flexibility shown from postcard picture and aesthetic ornament; written message; stamp placement and how it stored. The usage of postcard in digital era is also emerge meaning in its users, which are authenticity, physical sensation, creativity, and as slow communication. , With netnography as a method, this research analize and understand the existence and the usage of postcard as analog media in digital era which happended because of social construction. This research find that the interpretative flexibility of the social relevant group bring new way to use and design postcard. The interpretative flexibility shown from postcard picture and aesthetic ornament; written message; stamp placement and how it stored. The usage of postcard in digital era is also emerge meaning in its users, which are authenticity, physical sensation, creativity, and as slow communication. ]"

"Situs jejaring sosial semakin banyak digunakan di Indonesia, termasuk oleh para profesional guna menunjang karier mereka. Namun, penggunaan situs jejaring sosial tersebut belum tentu disertai dengan modal digital yang memadai. Padahal, modal digital dalam konteks penggunaan situs jejaring sosial untuk tujuan pengembangan karier memungkinkan individu memperoleh keuntungan konkret seperti, mendapatkan pekerjaan, meningkatkan performa kerja hingga berkolaborasi dengan profesional lainnya di berbagai bidang. Studi sebelumnya menunjukkan bahwa tinggi rendahnya aspek-aspek dalam modal digital ditentukan oleh faktor latar belakang sosio-demografi; usia, gender, area tempat tinggal dan tingkat pendidikan, serta faktor sosio-ekonomi; tingkat pendapatan. Studi lainnya telah membuktikan pengaruh tingkat pendidikan terhadap salah satu dimensi dalam modal digital yaitu keterampilan digital. Penelitian ini menggunakan metode kuantitatif-survei dengan teknik penarikan sampel purposive sampling diikuti oleh 256 responden berusia 18-34 tahun yang menggunakan situs jejaring sosial profesional LinkedIn. Hasil dari uji korelasi membuktikan bahwa, tidak terdapat hubungan antara tingkat pendidikan dan tingkat pendapatan terhadap tingkat modal digital. Menariknya, berbeda dengan studi pustaka peneliti, pada tingkat pendidikan terlihat arah hubungan yang negatif terhadap tingkat modal digital. Peneliti menyimpulkan bahwa, tidak terdapat hubungan antara tingkat pendidikan dan tingkat pendapatan terhadap tingkat modal digital. Sementara itu, terdapat faktor lain yang menentukan tingkat modal digital para profesional, diantaranya; agen sosialisasi, tujuan konkret, dan self-directed learning. Hal tersebut diperkuat oleh hasil studi pustaka dan data wawancara mendalam.

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Social networking sites are increasingly being used in Indonesia, including by the professionals to support their career. However, the use of social networking sites is not necessarily accompanied by adequate digital capital. In fact, digital capital in the context of using social networking sites for career development purposes allows individuals to gain concrete benefits such as getting a job, improving work performance and collaborating with other professionals in various fields. Previous studies have shown that the high and low aspects of digital capital are determined by socio-demographic background factors; age, gender, area of ​​residence and level of education, and socio-economic factors; income level. Other studies have proven the influence of education level on one of the dimensions of digital capital, namely digital skills. This study uses a quantitative-survey method with a purposive sampling technique followed by 256 respondents aged 18 – 34 years who use the professional social networking site, LinkedIn. The results of correlation test prove that there is no correlation between the level of education and the level of income to the level of digital capital. Interestingly, in contrast to the researcher's literature study, at the level of education there is a negative correlation towards the level of digital capital. The researcher concludes that there is no correlation between the level of education and the level of income on the level of digital capital. Meanwhile, there are other factors that determine the level of professional’s digital capital, including; agents of socialization, concrete goals, and self-directed learning. This is reinforced by the results of literature studies and in-depth interview data."

"Era digital saat ini merubah cara dalam melakukan banyak hal, termasuk dalam berkomunikasi. Keberadaan internet dan Social media memudahkan komunikasi, dan tidak ada lagi batasan waktu dan tempat yang menghalangi kegiatan berkomunikasi. Penyebaran suatu informasi dari satu orang ke orang yang lain dan seterusnya dapat menyebar secara cepat, atau biasa disebut sebagai viral. Cepatnya informasi menyebar secara viral dapat menciptakan suatu trend tersendiri dan dapat membuat suatu informasi menjadi trend yang sedang ramai dibicarakan. Penyebaran informasi secara viral sendiri dapat digunakan sebagai komunikasi pemasaran suatu produk, yaitu dengan cara Word of Mouth, atau kini disebut juga sebagai Word of Mouse. Pada penelitian ini, ditemukan bahwa suatu informasi atau pesan dikomunikasikan secara viral melalui Social Media, dan kemudian menyebar melalui media konvensional. Penelitian ini juga menemukan bahwa pesan atau informasi yang mengandung emosi dapat menyebar secara viral melalui komunikasi viral, dan suatu pesan atau informasi yang menyebar viral secara tidak sengaja tidak dapat dikategorikan sebagai Komunikasi Pemasaran.

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Digital era changes many thing in life, including how to communicate. The existing of Internet and Social Media makes communication becomes easy, there’s no boundaries like time and space to do some communication now. It also means some information can spread easily and fastly like wildfire, from one people to many people, and so on, or usually they say, going viral. When some information goes viral, that information can become a hot topic in Internet. Going viral also means more attraction, and it can also means more customer in perspective of Marketing Communication. How to use Viral Communication as Marketing Communication can help some product or service to reach their customer. From this research, we conclude that some information or message is communicated by Social Media to become viral, and then spread in mass media. We also conclude that a message with emotional content in it can spreading and become viral, and a message or information that become viral by coincidence cannot categorized as Marketing Communication."

"ABSTRAKPenelitian ini bertujuan untuk mengkaji bagaimana anggota organisasi birokrasi berinteraksi pada Whatsapp group chat berdasarkan konsep rhetorical sensitivity sensitivitas retorik, serta kaitannya dengan konteks birokrasi di Indonesia. Paradigma yang digunakan dalam penelitian ini adalah post-positivism dengan metode penelitian netnografi pada teks grup WhatsApp salah satu unit kerja di Kementerian Pariwisata. Hasil penelitian menunjukkan bahwa dalam berinteraksi pada grup WhatsApp, tiap-tiap individu akan menampilkan satu dari tiga gaya sensitivitas retorik rhetorical sensitive, noble self atau rhetorical reflector ketika mereka dihadapkan pada satu situasi komunikasi atau arah komunikasi organisasi tertentu Edie Paulson, 1986. Penelitian ini juga menunjukkan bahwa WhatsApp group chat berpotensi mempersingkat alur komunikasi birokrasi, namun enkulturasi budaya instansi pemerintah yang sudah mengakar tidak serta merta hilang dengan hadirnya komunikasi bermediasi teknologi dalam organisasi birokrasi.

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ABSTRACTThis study aims to examine how members of bureaucracy organization interact in WhatsApp group chat based on the rhetorical sensitivity concept, and how it relates to the Indonesian bureaucracy context. It observed the WhatsApp group chat of one of the working units in the Ministry of Tourism under the post positivism paradigm with netnography as the research methodology. The result shows that each members of the WhatsApp group chat tend to performs one out of three rhetorical style ndash the rhetorical sensitive, noble self or rhetorical reflector ndash when faced with particular communication situation or certain organizational communication flow Eddie Paulson, 1986. Other finding also shows that WhatsApp group chat is potential to shorten the bureaucracy communication flow however the enculturation of bureaucratic culture which have been rooted over a very long period of time within the government office would not be easily shifted with the presence of the technology mediated communication in this bureaucratic organization."

"ABSTRAKPenelitian ini bertujuan untuk mengetahui hubungan penggunaan media sosial terhadap college adjustment dengan bonding social capital sebagai mediator. Partisipan dari penelitian ini adalah 555 mahasiswa baru angkatan 2018. College adjustment diukur menggunakan Student Adaptation of College Questionnaire SACQ oleh Baker dan Siryk 1984. Penggunaan media sosial diukur melalui LINE Collaboration. Bonding social capital diukur melalui Internet Social Capital Scales ISCS dari William 2006. Analisis data dilakukan menggunakan analisis simple mediation PROCESS Macro dari Hayes. Hasil penelitian ini adalah bonding social capital memiliki peran yang signifikan sebagai mediator antara penggunaan media sosial dengan college adjustment mahasiswa tahun pertama B= 0,55, p<0,05.

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ABSTRACTThis study examined the correlation of social networking service (SNS) usage, especially LINE, on first-year college students college adjustment mediated by bonding social capital. This cross-sectional, non-experimental field study used electronic version questionnaire to measure 555 freshmens college adjustment using social adjustment subscale of Baker & Siryks SACQ and data on LINE usage using LINE Collaboration, and data on bonding social capital by Internet Social Capital Scales ISCS. PROCESS macro mediation analysis showed that SNS, especially LINE could affect first-year students college adjustment mediated by bonding social capital B = 0,55, p<0,05."

"Penelitian ini mengkaji bagaimana pemaknaan sukses pemuda modern di Indonesia, khususnya Generasi Milenial, diproduksi melalui tren hustle culture di media sosial. Media sosial memiliki peran yang penting dalam memengaruhi aspirasi dan gaya hidup pemuda di era modern. Tren hustle culture dipilih sebagai fokus penelitian karena merepresentasikan pandangan yang kuat mengenai kerja keras, ambisi, dan produktivitas yang sering dipromosikan oleh pemuda-pemuda ini sebagai gaya hidup mereka. Penelitian ini mengumpulkan data melalui konten-konten teks, gambar, maupun multimedia, yang berkenaan dengan hustle culture atau gaya hidup pemuda urban modern di Indonesia di Instagram, Twitter, dan TikTok serta wawancara bersama 6 responden dari Generasi Milenial. Data yang terkumpul dianalisis menggunakan pendekatan Ethnography Content Analysis (ECA) sembari terus berefleksi terhadap berbagai konsep teori mengenai pemuda, kota, media sosial, dan hustle culture. Hasil penelitian menunjukkan bahwa tren ini merepresentasikan citra dan gaya hidup pemuda modern-urban yang modern, produktif, dan inspiratif sebagai gambaran kesuksesan yang diimajinasikan. Dengan begitu, citra yang sukses di media sosial telah menjadi kesuksesan itu sendiri. Penelitian ini menawarkan perspektif baru yang relevan dalam pemetaan pemahaman sukses pemuda Indonesia di era modern, khususnya dengan mempertimbangkan praktik media sosial dalam kehidupan sehari-hari.

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This study examines how the notion of success among modern Indonesian youth, particularly the millennial generation, is constructed through the hustle culture trend on social media. With social media playing a significant role in shaping the aspirations and lifestyles of young individuals, the study centers on the hustle culture trend due to its strong promotion of values such as hard work, ambition, and productivity as integral to their way of life. Data was collected from various platforms including Instagram, Twitter, and TikTok, comprising textual, visual, and multimedia content related to hustle culture and the modern urban youth lifestyle in Indonesia. Additionally, interviews were conducted with six millennial respondents. The collected data is analyzed using the Ethnography Content Analysis (ECA) approach while reflecting on various theoretical concepts regarding youth, urban, social media, and hustle culture. The findings demonstrate that the hustle culture trend constructs an idealized image and lifestyle of modern urban youth, portraying them as modern, productive, and inspirational, thereby equating the social media image of success with actual success. This research provides a fresh perspective on understanding success among Indonesian youth in the modern era, specifically by examining the influence of social media practices in their daily lives."

"Seiring dengan pertumbuhan dan evolusi internet, electronic word of mouth telah menjadi fenomena yang penting. Tujuan penelitian ini adalah untuk menganalisis pengaruh electronic word of mouth (eWOM) di social media twitter terhadap minat beli konsumen. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah 100 responden yang pernah terpapar informasi mengenai holycowsteak dan belum pernah bersantap di holycowsteak dengan menggunakan metode non-probability sampling serta teknik snowball. Instrumen penelitian ini menggunakan kuesioner dan dianalisis menggunakan multiple regression. Hasil penelitian ini menunjukkan bahwa electronic word of mouth (eWOM) di social media twitter memiliki pengaruh yang kuat terhadap minat beli.

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Following the growth and evolution of the Internet, electronic word of mouth have become an important phenomenon. The objective of this research is to analyze how the effect of electronic word of mouth (eWOM) in social media twitter toward purchase intention. This research applied quantitative approach. The sample of this research is 100 respondent exposed about holycowsteak restaurant via social media twitter and have not eat at holycowsteak, collected using non-probability sampling and snowball technique. This research used questionnaire as research instrument and analyzed with multiple regression. The result of this research indicate that electronic word of mouth (eWOM) in social media twitter have a strong effect toward purchase intention."

""The inside information that marketers and social media practitioners have been dying to get hands onIt seems like every day another self-appointed social media "guru" appears on the scene, offering to sell you his or her "surefire" cure for what ails you. Don?t you think it?s time you heard from the real experts--i.e., folks like you who are responsible for delivering their companies? social media strategies? Based on extensive interviews with marketing, media and networking professionals at many of today?s most admired brands and companies, this book provides you with detailed examples of the social media strategies in place at, among others, Virgin Atlantic, Barclays, Skype, Dell, John Lewis, Ranstad, Honda, HP, E.con, and Chevrolet. The most comprehensive set of "blueprints" available in one book for delivering social media strategies more successfully Includes in-depth case studies packed with hand-on-advice that you can put to work in your company immediately Covers all-important strategic social media activities--from improving relationships with customers to generating more sales, product testing to team building The Companion Website features a gold mine of additional material, updates, war stories and much more"-- Provided by publisher."

"Lebih dari 3 miliar orang di dunia menggunakan web untuk menemukan produk, hiburan, dan teman (Chaffey, 2012). Realitas bahwa web juga digunakan untuk menemukan produk, kemudian mendorong perubahan praktik bisnis dan pemasaran ke ranah digital. Pemasaran digital berbeda dengan dengan pemasaran tradisional, tantangan terbesarnya terletak pada penentuan inovasi yang relevan, baik dengan perusahaan, maupun dengan audiens yang dituju (Chaffey, 2012: 8). Relevansi menjadi salah satu indikator penentuan keberhasilan praktik pemasaran digital. Akan tetapi, untuk menjadi “relevan” itu tidak mudah. Perlu ada serangkaian riset untuk mengenali siapa audiens kita, mengetahui apa minatnya, bahkan mencari tahu apa yang mereka tidak suka, yang kemudian disesuaikan dengan tujuan/misi perusahaan. Oleh karena itu, di sini saya menggunakan perspektif Antropologis milik Ingold, yaitu korespondensi dalam upaya mengenali audiens sebagai basis data penentuan proses mendesain dan memproduksi konten pemasaran digital. Melalui korespondensi, saya menemukan bahwa perspektif Antropologi dapat mendukung proses mendesain dan memproduksi konten social media menjadi lebih relevan dengan minat audiens, sebagaimana yang menjadi tujuan praktik pemasaran digital.

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More than 3 billion people worldwide use the web to find products, entertainment and friends (Chaffey, 2012). The reality that the web is also used to find products, then drives changes in business and marketing practices to the digital realm. Digital marketing is different from traditional marketing, the biggest challenge lies in determining relevant innovations, both with the company and with the intended audience (Chaffey, 2012: 8). Relevance is one indicator of determining the success of digital marketing practices. However, to be "relevant" is not easy. There needs to be a series of research to identify who our audience is, find out what their interests are, even find out what they don't like, which is then adjusted to the company's goals/mission. Therefore, here I use Ingold's Anthropological perspective, namely correspondence in an effort to identify the audience as a database for determining the process of designing and producing digital marketing content. Through correspondence, I found that the Anthropological perspective can support the process of designing and producing social media content to be more relevant to the interests of the audience, as is the goal of digital marketing practices."