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The development of technology in the era of globalization has brought significant changes in society, particularly through the emergence of the internet and social media such as WhatsApp, X (Twitter), Facebook, Instagram, Telegram, and TikTok, which facilitate rapid information dissemination. This development has also given rise to a new profession, namely content creators, who produce and share content in the form of images, videos, or text for branding, professional purposes, or self-expression, often resorting to sensationalism to attract audience attention. On the other hand, the ease of access to social media has also triggered the spread of negative content, including pornography, as evidenced by Komdigi/Kominfo data showing millions of blocked negative content, with X being one of the dominant platforms. In Islamic perspective, anything that leads to adultery is prohibited as stated in QS. Al-Isra verse 32. A prominent case is Dea OnlyFans (Gusti Ayu Dewanti) who was arrested for distributing pornographic content through OnlyFans and Google Drive, charged under the Pornography Law and ITE Law, and found guilty in the Supreme Court Decision Number 2086 K/Pid.Sus/2023. This study discusses 1) How are the differences in judges' considerations at the District Court, High Court, and Cassation? 2) Can the Supreme Court judges' considerations provide a deterrent effect? This research uses a descriptive method with normative legal research based on literature study, using primary, secondary, and tertiary legal materials.

This study aims to analyze the strategies implemented by Hotel Abadi in Serang City to maintain its image and reputation amidst the increasingly competitive hotel industry and pressures caused by the COVID-19 pandemic. A descriptive qualitative approach was used with a SWOT analysis technique to identify the strengths, weaknesses, opportunities, and threats facing the hotel. The results show that Hotel Abadi still relies on the strength of social relationships and loyalty of existing customers as reputation capital, but has not been able to manage its image comprehensively in accordance with the principles of image management theory. The communication strategies used are still conventional, such as banners and direct promotions, and have not yet touched on the realm of digital branding and professional management of customer feedback. On the other hand, the threat from new, more modern hotels that are more adaptive to technological developments is an urgent external challenge that requires a strategic response. Hotel Abadi must also pay more attention to service quality, not only from the physical side but also the overall customer experience. Given the rapid development of technology, management needs to formulate a more targeted and effective digital communication strategy to reach a wider audience through social media and websites. Hotel Abadi is advised to undertake a strategic transformation that is not only promotion-oriented, but also includes strengthening brand identity, improving service quality based on customer needs, and structured reputation management with an image management approach.

The development of digital technology has brought significant changes in the patterns of social interaction in society. Social media, especially TikTok, now functions not only as a means of entertainment but also as an effective medium for disseminating social, cultural, and humanitarian values. One interesting phenomenon in this context is the emergence of altruistic content, namely messages that represent caring, kindness, and selfless assistance. Content with altruistic nuances has its own appeal because it can create emotional closeness with the audience and has the potential to be used by business actors as a communication strategy to build a positive brand image. This study aims to identify and describe the forms of altruistic messages displayed in the TikTok account @mr.kingthread owned by Batik Benang Raja. The study used a descriptive qualitative approach with a content analysis method based on the altruism theory of Eisenberg and Mussen, as well as the six stages of content analysis according to Klaus Krippendorff. Data were collected from 24 videos uploaded between January 1–31, 2025, through observation and documentation techniques. Then, they were analyzed and categorized into six indicators of altruism: sharing, cooperation, helping, donating, honesty, and generosity. The results of the study show that @mr.kingthread's content consistently displays altruism through sincere, emotional, and easily accepted actions by the audience. The aspect of donating emerged as the most dominant element, followed by aspects of cooperation, helping, and sharing. The natural, authentic, and uncontrived message delivery strengthens emotional closeness with the audience and increases public trust in Batik Benang Raja's image as a brand that cares about humanitarian values. In conclusion, the altruism-based communication strategy through TikTok has proven effective in spreading humanitarian values, strengthening the company's positive image, and fostering a spirit of sharing among the audience.