Relasi Konsumen dan Merek dalam Dimensi Simbolik, Sosial dan Politik
Oleh: B. S. Wijaya
Abstrak: Oleh Baudrillard (1996), ‘merek’ (‘brand‘) disebut memberi kontribusi bagi masa depan bahasa konsumsi. Kita pun dapat melihat dewasa ini merek menjadi wacana yang mengintrusi hampir segenap sisi kehidupan masyarakat pascamoderen, dan dibahasakan dalam konteks konsumsi secara luas. Hal ini berimplikasi pada konstruksi relasi konsumen dan merek yang bergerak dalam berbagai dimensi pemaknaan yang tidak tunggal. Makalah ini mengkaji secara konseptual bagaimana konstelasi makna relasi konsumen dan merek dalam dimensi simbolik, sosial dan politis. Continue reading
The ‘Realness’ Discourse of a Political Leader: A Komunikasi Berasa Perspective
by B. S. Wijaya
DOI: 10.18196/jgp.2016.0031/310-340
Abstract: This article examines the communication style of the former Governor of Jakarta and presidential candidate during the 2014 Indonesian election, Joko Widodo (known as Jokowi), both as a discourse and communication model that affects trustworthiness and meaningfulness of the audiences toward the conveyed messages.This communication model is called Komunikasi Berasa [‘sensed-communication’ or ‘experientially-meaningful communication’], which synergises the delivery and verification of a message through audiences’ experience towards the meaning of the Continue reading
Synergizing Entrepreneurial Spirit and the Mindset of Branding through Branderpreneurship: Evidences from Indonesia
B. S. Wijaya, Suharyanti, M. Hanathasia & D. Kania
DOI: 10.3923/sscience.2016.129.138
Abstract: This paper examines the current research on the phenomena of Branderpreneurship, a brand development-based entrepreneurship. Using comparative case studies, the authors analyze two SME brands in Indonesia from the lens of the Circle of Values Development as the core of Branderpreneurship. Evidently, the brand that applies the most of elements in the Circle of Values Development is more successful and developing faster. Continue reading
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