Publication Search

Low courage in arguing and high communication apprehension often become major obstacles for high school students when facing academic presentations. This Community Service (PkM) program aims to strengthen students' communicative rhetoric skills and public speaking abilities at SMA Negeri 11 Makassar. Based on a needs assessment, partner students need techniques for persuasive public speaking, self-evaluation tools for their communication performance, and strategies for managing mental anxiety. The program was carried out through a practice-based reflective workshop involving 25 students from the school's intra-organizational board. Quantitative evaluation results showed a significant improvement in students' speaking competence, with the average score increasing from 58.4 (pre-test) to 86.2 (post-test). This result recorded an increase in the score difference by 27.8 points, which is equivalent to a competence growth of 47.6%, with the students' classical completeness rate reaching 92%. Qualitatively, observations and interviews confirmed changes in students' speaking behavior, which became more organized, expressive, and varied, and they were able to reduce anxiety independently. A tangible output of this activity is the Pocket Guide for Practical Public Speaking Based on Reflective Practice for partner students.

This article examines how business entities construct eco-friendly narratives as strategic persuasive instruments in sustainable product advertising, operating through discursive and ideological mechanisms deliberately managed by corporations. Drawing on Norman Fairclough's Critical Discourse Analysis (CDA) framework, which dissects discourse across three analytical dimensions such as text, discursive practice, and social practice, as a lens to expose corporate ideology concealed beneath sustainability claims, this study analyses four eco-friendly product advertisements from international and domestic brands published between 2020 and 2026. Findings reveal that eco-friendly advertising narratives are constructed through three dominant discursive strategies: 1. Naturalization of consumer identity as a morally responsible environmental subject. 2. Reframing of consumption as a form of activism. 3. Linguistic greenwashing that conceals the contradictions of green capitalism behind vague sustainability lexicons. The study argues that business entities actively manage eco-friendly narratives not merely as informative messages, but as ideological apparatuses that strategically discipline consumer subjectivity, reproduce corporate hegemony, and legitimize green capitalism practices within ecological discourse. Implications for environmental communication studies, advertising regulation, and consumer critical literacy are discussed in the concluding section.

The development of social media has driven changes in digital marketing communication strategies, including within educational institutions such as Juara Academy. This study aims to analyze digital marketing communication strategies through Instagram in increasing student enrollment, identify gaps between social media performance and conversion rates, and formulate efforts to optimize these strategies. This research employs a descriptive qualitative approach using a case study method. Data were collected through interviews, observations, and documentation, and then analyzed using the interactive model of Miles and Huberman, as well as the AIDA framework (attention, interest, desire, action). The results indicate that digital marketing communication strategies have been systematically implemented through the utilization of Instagram features such as feed, story, reels, and live to capture attention, build interest, generate desire, and ultimately encourage enrollment actions. However, a gap was found between high engagement levels and suboptimal enrollment conversions, influenced by technical factors such as inconsistent content posting and a lack of integration across communication stages. Strategic optimization is therefore necessary through strengthening content consistency, enhancing more personalized interactions, and leveraging persuasive approaches based on audience experience. This study provides practical contributions to the management of digital marketing communication as well as theoretical contributions to the development of social media–based marketing communication studies.  

The development of artificial intelligence (AI) has fundamentally transformed digital marketing communication, while emerging as a strategic instrument in public relations practices of global corporations. This study aims to examine the construction of meaning around artificial intelligence as a financial solution within the cultural context of Lebaran, while analyzing the PR communication strategy employed by Google Indonesia in building persuasive messages for its public on digital platforms. The research object is a video advertisement posted on the official Instagram account @googleindonesia on March 7, 2025, promoting the Gemini Canvas feature for managing Tunjangan Hari Raya (THR) budgets. This study employs a descriptive qualitative approach with an interpretive paradigm, integrating two complementary analytical perspectives: first, Roland Barthes three-level semiotic analysis — denotation, connotation, and myth — to deconstruct meaning constructed through visual, verbal, and auditory signs in the advertisement; second, the PR communication strategy framework from Smith (2021) to identify how the choices of mascot, emotional message, and cultural appeal represent strategically planned communication decisions by Google Indonesia. The findings reveal that Google Indonesia constructs Gemini Canvas as an empathetic and culturally aware entity through three key elements: anthropomorphic symbolism in the form of a bespectacled cat functioning as brand mascot, local cultural markers of ketupat and THR, and Arabic-nuanced music that aurally reinforces the Lebaran atmosphere — all representing deliberate strategic PR decisions. From Smith’s (2021) perspective, the advertisement applies a proactive communication strategy combining negative emotional appeal — financial anxiety ahead of THR — immediately followed by positive emotional appeal as a concrete solution through Gemini Canvas, representing a structured form of public perception shaping. At the myth level, the advertisement normalizes reliance on digital platforms through systematic cultural localization. This study contributes to understanding AI-based digital marketing communication strategies and the shaping of public perception on AI technology by global corporations in the Indonesian market.  

This study aims to analyze the representation of healthy lifestyle ideology in government digital campaigns through the Instagram content of the Ministry of Youth and Sports of the Republic of Indonesia (@kemenpora). The rapid development of social media as a medium for public communication has encouraged government institutions to utilize digital platforms to deliver policy messages in a more persuasive, visual, and interactive manner. In this context, social media content functions not only as a source of information, but also as a space  for the production of meaning and ideology that shapes public understanding of health and lifestyle. This research employs a qualitative approach using Kress and van Leeuwen’s multimodal semiotic analysis, which includes three metafunctions of meaning: representational, interactive, and compositional. The analysis is further enriched by Roland Barthes’ semiotic framework at the levels of denotation, connotation, and myth to uncover the deeper ideological meanings embedded within the campaign visuals. The findings reveal that @kemenpora’s visual content constructs a dichotomy between unhealthy food consumption and physical activity as opposing lifestyle choices. At the mythological level, the campaign reproduces the ideology of healthism, which positions health as solely an individual responsibility while obscuring the social and structural dimensions influencing public health conditions. This study concludes that government digital campaigns function not only as instruments of public education, but also as strategic communication tools that construct healthy lifestyle ideology within the digital sphere.

This study was motivated by the phenomenon of increasing anti-feminism and digital misogyny in Germany, where constitutionally guaranteed equality has suffered a practical setback in the form of a decline in female representation in the Bundestag to 32,4%. This situation has triggered an urgent need for persuasive communication through state addresses. This study aims to analyze the emotional rhetoric (pathos) and intonation strategies in the Ansprache zum Welt-Frauentag in order to raise audience awareness. The method used is a mixed method of qualitative analysis of rhetoric by Aristoteles (2007) and quantitative digital acoustic analysis using Praat software supported theory by Kohler (1995). The data for this analysis are transcripts and audio recordings of the Ansprache zum Welt-Frauentag delivered by Bundespräsident Steinmeier. The results of the study identified three typologies of relationships between diction and intonation, namely contradiction, in which emotional diction is delivered in a flat tone to maintain objectivity; compensation, in which neutral legal references are given emotional weight through a rise in tone (late peak); and parallelism, which is the harmony between emotional diction and the highest voice frequency to build strong authority. Thus, this study confirms that the effectiveness of persuasion in a speech does not only depend on the text, but also on the flexibility of manipulating voice frequency, which strategically functions as an instrument for navigating the audience’s emotions.

This study aims to analyze the influence of copywriting, visual marketing promotion, and community management on the success of local brand campaigns in Bandar Lampung through the Facebook Pro platform. The research is based on the increasing use of social media as a digital marketing tool by local brands in the fashion and culinary sectors; however, campaign outcomes remain inconsistent. This study employs a quantitative approach using a survey method by distributing questionnaires to business owners and administrators of Facebook Pro accounts of local brands in Bandar Lampung. Multiple linear regression analysis is used to examine both partial and simultaneous effects among variables. The findings indicate that copywriting, visual marketing promotion, and community management have significant partial and simultaneous effects on the success of local brand campaigns. These results confirm that the integration of persuasive messaging, high-quality visual content, and active community engagement plays a crucial role in enhancing engagement, visibility, and overall digital campaign effectiveness. This study provides practical implications for SMEs in optimizing marketing strategies through Facebook Pro and contributes academically to the development of integrated marketing communication studies in social media contexts.

This community service program is an international initiative aimed at increasing public awareness of the importance of language politeness in environmental campaigns, particularly in efforts to reduce plastic waste. The program was carried out through collaboration between Universitas Muhammadiyah Makassar, Politeknik Besut Terengganu Malaysia, and the Geng Plastik Ija Terengganu community. The activities were conducted at Bukit Keluang Beach using a participatory approach that actively involved community members in the planning, implementation, and evaluation stages of the program. The activities included training on polite communication, simulations of persuasive language use in environmental campaigns, and direct practice of plastic waste reduction campaigns for the surrounding community. Through these activities, participants gained a better understanding of the importance of using polite and effective language in delivering environmental messages to society. The results showed an improvement in participants’ communication skills in environmental advocacy, increased public awareness regarding plastic waste reduction, and greater community participation in maintaining environmental cleanliness. Furthermore, this international collaboration also strengthened cross-cultural communication competencies and institutional cooperation in implementing community service activities oriented toward environmental sustainability.

The rapid development of digital media, particularly YouTube, has encouraged personal branding practices among content creators in the gaming sector. This study analyzes how Tobias Justin constructs his personal branding through the Jess No Limit YouTube channel using Montoya's (2002) eight-component personal branding theory, namely specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill. Employing a qualitative descriptive approach with a case study design, data were collected through online observation of 15 videos published between 2023 and 2025, digital documentation, and digital footprint analysis. Data were analyzed using Miles and Huberman's (1994) interactive model. Findings reveal that Tobias Justin's personal branding is built through consistent specialization in Mobile Legends gameplay, an authentic and humble personal narrative, a relaxed yet persuasive communication style, and sustained positive audience engagement. Audiences actively reinforce his image as a professional, inspiring figure, demonstrating that personal branding is a dialectical process involving creator presentation and collective audience validation. This study concludes that effective digital creator branding is shaped by value consistency, technical competence, and strategic audience relationship management, not mere popularity. Comparative research across gaming creators or platforms is recommended to extend generalizability.

This community service program addresses the growing ethical challenges of design practices in social media, particularly among children and adolescents. Social media platforms are not merely communication tools but persuasive digital products that influence behavior, emotions, and information consumption. This program aimed to enhance ethical design literacy among members of the Children’s forum in Tangerang Regency through an interactive workshop combining theoretical education, case studies, and practical design exercises. The methodology involved participatory training sessions, including lectures on design ethics, identification of dark patterns, privacy-by-design practices, and hands-on content creation using social media platforms. The results indicate increased participant awareness of ethical principles such as transparency, visual honesty, respect for copyright, and privacy protection. Participants demonstrated improved ability to identify unethical design elements and to produce simple yet responsible visual content. The program contributes to strengthening digital ethics awareness among young social media users and highlights the importance of collaborative, community-based approaches in fostering responsible digital culture.

This study aims to analyze the persuasive communication carried out by Bank Sampah Mutiara Timor in educating waste management among the people of Kupang City and to identify the obstacles faced in the communication process.This research uses a qualitative approach with a case study method and is based on a constructivist paradigm. Data collection techniques include in-depth interviews, participatory observation, and documentation. The informants consist of the managers of Bank Sampah Mutiara Timor and community members who participate as waste bank customers. Data analysis is conducted using the Miles and Huberman model, which includes data reduction, data presentation, and conclusion drawing and verification. The theoretical framework applied in this study is Joseph A. DeVito’s persuasive communication theory.The results show that the persuasive communication of Bank Sampah Mutiara Timor is implemented through several strategies, including direct socialization, waste management education, storytelling approaches, and hands-on practices in waste sorting and management. The communication process is carried out in three stages: preparation, implementation,and evaluation. This persuasive communication has been able to increase public awareness and understanding of the importance of proper waste management, although community participation has not yet been fully optimal. The obstacles encountered include cognitive or perceptual barriers, technical limitations, and a lack of public awareness and consistency in sorting waste.This study concludes that persuasive communication plays an important role in community-based waste management education. Therefore, Bank Sampah Mutiara Timor is encouraged to continuously develop innovative and sustainable communication strategies to further enhance community participation in waste management efforts in Kupang City.

This qualitative literature review examines the role of strategic communication and persuasive signaling in syndicated capital raising. Drawing from interdisciplinary sources in finance, economics, and organizational behavior, the review synthesizes how lead investors utilize narrative framing, information asymmetry reduction, and trust-based messaging to influence co-investor commitment. The findings reveal that persuasion in syndication is not only a matter of financial signaling but also a communicative process that shapes collective investment decisions. Furthermore, the review highlights the critical role of communication strategies in aligning investor interests, mitigating uncertainty, and facilitating decision-making under bounded rationality. Implications for investor coordination, capital structuring, and future research directions are discussed

The Society 5.0 era demands that the younger generation possess adaptive, persuasive, and self-confidence-based communication skills. Muhammadiyah Student Association (IPM) cadres, as agents of change within the student community, still face challenges such as public speaking anxiety, low self-confidence, and limited mastery of effective public communication techniques. This community service activity aims to improve the communication capacity of IPM cadres through hypno public speaking training, an innovative approach that combines communication techniques and psychological strengthening. The activity implementation method uses a participatory training approach with stages of needs analysis, preparation, training implementation, mentoring, and evaluation. The target group is 67 IPM cadres at the branch level. The results of the activity show a significant increase in self-confidence, message delivery structure, audience mastery, and courage to appear in public based on the results of the pre-test and post-test as well as direct observation. Participants also showed a more positive attitude change towards public communication activities. Thus, hypno public speaking training has proven effective as a strategy to strengthen the communication capacity of IPM cadres in facing the challenges of student leadership in the Society 5.0 era.

The rapid development of digital technology has transformed patterns of communication and social interaction, particularly through the widespread use of social media platforms. This study examines how language practices on social media shape youth identity formation and social relations through the philosophical perspective of Ludwig Wittgenstein’s concept of language games. Using a qualitative method with a literature review approach, the study analyzes various academic sources to interpret digital linguistic practices among young people. The findings indicate that language on social media functions not merely as a medium for transmitting information but as a social practice governed by specific rules, conventions, and contexts of use. Expressions such as emojis, memes, slang, hashtags, and other symbolic forms operate as elements of language games that enable young users to construct and display their identities, build group solidarity, and negotiate social meanings within digital communities. At the same time, these linguistic practices also reveal tensions between honesty and manipulation, as reflected in phenomena such as false self-presentation, hoaxes, and persuasive language strategies. Therefore, social media language both reflects and actively shapes contemporary social realities, influencing how individuals understand themselves, others, and the dynamics of meaning and power in digital communication.

This study examines clause structures and syntactic relations in argumentative articles published on the 2025 edition of the Badan Bahasa website. As a communication tool, language plays a crucial role in conveying ideas and shaping logical reasoning, particularly in argumentative texts that require a high degree of cohesion and coherence. The research aims to describe the patterns of clause structure and interclausal syntactic relations used in these articles to understand how linguistic constructions influence argumentative strength. Employing a qualitative descriptive approach with the distributional method, the study relies on internal linguistic elements as analytical instruments. The findings show that the articles generally employ single clauses with S–P–Pelengkap patterns as well as complex clauses expressing causation, alongside syntactic relations that include coordination and subordination, including causal, contrastive, purposive, and additive relations. These patterns indicate consistent application of Indonesian syntactic rules, although some repetitive tendencies appear in the use of active clauses and multi-layered complex sentence structures. The study highlights the importance of mastering clause structure in constructing logical, persuasive argumentative texts, and the findings are expected to serve as a reference for writers and language institutions to improve academic writing quality and enrich linguistic studies in digital contexts.

The rapid advancement of digital technology demands a transformation in public communication to effectively engage Generation Z as digital natives. Through the Instagram account @swargaloka.sby, the Surabaya City Population and Civil Registration Department aims to drive e-KTP (electronic ID card) registration. Using a descriptive qualitative approach, this study examines digital communication strategies based on the framework of Chaniago and Majid (2024), which encompasses five key aspects: creativity, visual quality, audience alignment, posting consistency, and responsiveness. The analysis reveals that while appealing visuals and communicative language have successfully built audience engagement, actual participation in e-KTP registration remains suboptimal. This is attributed to a relevance gap between population administration issues and the daily lives of young people. The effectiveness of digital communication in driving tangible action depends on the account managers' ability to deliver more persuasive and personally relevant messaging to ensure a sustainable increase in administrative awareness in the digital era.

The dynamics of the development of Madrasah Tsanawiyah (MTs) Al Hikmah cannot be separated from the role of the principal’s communication. Analogous to the human body, communication functions as blood that must flow to all parts. This constitutes one of the foundations for quality development. The communication strategy of the principal of MTs Al Hikmah in quality development exhibits distinctive characteristics. The principal is able to establish highly effective communication despite not having an educational background in communication studies. The principal employs prophetic-based communication strategy to enhance institutional quality. This study is qualitative research employing a phenomenological approach. Data were collected through interviews with the principal, foundation caretakers or administrators, teachers, parents or students, and stakeholders. In addition, interview data were systematically dialogued with documents and observations. After data collection, the data were analyzed using prophetic and quality-based approaches. The analytical process involved data condensation and triangulation to ensure the scientific accountability of the findings. The communication implemented operates effectively according to its roles as persuasive, informative, collective-regulative, and integrative, with a linear pattern through channels of direction, instruction, and task assignment aligned with institutional objectives. (b) The direction of the communication strategy is predominantly top-down rather than bottom-up within formal school contexts, guided by ethics of liberation, humanization, and decentralization. Diagonal communication is conducted with several informants, such as vice principals for curriculum, student affairs, and facilities and infrastructure, through various communication platforms. Interpersonal communication is also well established, with a strong emphasis on motivating subordinates from multiple perspectives.

Local food innovation is not only focused on product development but also requires effective communication strategies to build positive perceptions and enhance market competitiveness. This study aims to analyze the implementation of innovation communication strategies by micro, small, and medium enterprises (MSMEs) in developing papaya-based chili chips as a flagship product in Nagori Karang Anyar, Gunung Maligas District, Simalungun Regency. The research employs a descriptive qualitative approach, focusing on the product innovation process, marketing communication patterns, and efforts to build product image amid competition in the local food industry. The findings indicate that innovation communication strategies play a crucial role in creating product differentiation through narratives of unique taste, utilization of local raw materials, and promotional strategies combining traditional methods and digital media. Papaya chili chips are positioned as a product that blends distinctive local flavors with a modern touch, attracting consumer interest and increasing the added value of papaya as a local commodity. This study emphasizes that the success of local food innovation depends not only on product quality but also on the ability of MSMEs to manage adaptive and persuasive communication strategies.

The rapid development of digital communication has encouraged social organizations to optimize online-based donation campaigns. Grandma Foundation still faces limitations in utilizing visual content, particularly video, due to the limited video editing skills of its volunteers. This Community Service Program aimed to enhance volunteers’ capacity in producing creative video content to strengthen the foundation’s online donation campaigns. The program employed a participatory educational approach through video editing training, content production assistance, campaign video simulations, and output evaluation. The activity was conducted on October 25–26, 2025, involving 20 volunteers of Grandma Foundation in South Tangerang. The results indicate an improvement in volunteers’ understanding and skills in visual storytelling, video editing techniques, and social media content distribution strategies. The program produced campaign videos that were more communicative, persuasive, and aligned with the characteristics of digital audiences. This initiative contributed to strengthening the foundation’s institutional image, expanding the reach of online donation campaigns, and enhancing the readiness of human resources to respond to digital communication challenges.

This study was motivated by the importance of understanding directive speech acts in the context of lectures as a form of effective da’wah communication in contemporary society. The purpose of this study was to identify and analyze the forms and functions of directive speech acts in Ustadzah Haneen Akira's lectures on the YouTube channel Sharing Ladies Day. The research method used is a qualitative descriptive approach with observation and note-taking techniques to collect data from sermon transcripts as the primary data source. The results show that the directive speech acts that appear include the functions of advising, commanding, prohibiting, requesting, and questioning, which are delivered in a gentle, polite, and persuasive style so that they are easily accepted by the audience. In addition, these speech acts reflect the speaker’s intention to influence, guide, and encourage listeners toward positive behavioral changes. This research provides benefits in enriching pragmatic studies, especially in the field of speech act analysis, and serves as a practical reference for preachers in delivering da’wah messages in a more communicative, contextual, and effective manner in the digital era.