Conference Presentations by Sari Monik Agustin
Prosiding Seminar Nasional Komunikasi Vol. 3 No. 1 (2025) Universitas Budi Luhur, 2025
Penelitian ini bertujuan untuk mengidentifikasi hegemoni melalui stereotip ibu dalam iklan digita... more Penelitian ini bertujuan untuk mengidentifikasi hegemoni melalui stereotip ibu dalam iklan digital Gojek “Kenalin Emak Hemat, yang Tau Kalo Pake Gojek Paling Hemat” (2024). Kajian ini menggunakan pemikiran Hegemoni dari Gramsci, didukung konsep-konsep gender dan stereotip gender. Metodologi yang dipilih menggunakan pendekatan kualitatif dengan metode studi kasus dan wawancara sebagai teknik pengumpulan data. Informan penelitian ini adalah remaja sebagai penonton iklan. Penelitian ini mengidentifikasi hegemoni patriarki yang bersemayam dari stereotip ibu yang ditampilkan oleh iklan. Stereotip gender melihat ibu dalam iklan mengambil alih fungsi sebagai pemegang keputusan domestik dalam keluarga dan bertanggungjawab atas pengelolaan keuangan keluarga. Hegemoni ini dilanggengkan oleh intelektual tradisional, yaitu ibu dalam keluarga dan tim produksi iklan dan Gojek sebagai perusahaan transportasi online yang menyetujui konsep iklan dan pesan di dalamnya. Hegemoni yang terdapat dari stereotip ibu yang ditampilkan iklan ini adalah Hegemoni Patriarki dan Hegemoni Kapitalisme.
Kata kunci: Hegemoni; Stereotip Ibu; Iklan; Transportasi Online
Cosmopolitan Cultural Identity in Online Media: An Intercultural Communication Study of Online-Gamer Youth
Indonesia International Graduate Conference on Communication, 2018
This study endeavors in identifying the universal principles of onlinegam layers in the multicult... more This study endeavors in identifying the universal principles of onlinegam layers in the multicultural context which eventually yields a cosmopolitan cultural identity. The multicultural context is clearly reflected on the users of online games, particularly those who play Massively Online Role-Playing Game (MMORPG) whose number of users keeps increasing in Indonesia, indicating there are networks and massive interconnectivity which make Indonesia a part of globalization. New media has opened the gate for the digital revolution, which does not merely lead to the convergence of mainstream media but also the improvement of interactivity enabling every audience of the new media to participate in the digital world. One of the interactive convergence is online games in which everyone can participate regardless of their physical boundaries such as location or country territory. However, the players of MMORPG must always improve their digital characters. The customization of characters is related to the identity they build in online games. This research uses qualitative method and in-depth interview to three advanced youth gamers. The result of this current research shows that the cosmopolitan cultural identity formed by the online-gamers has different characters than that of other groups
Keywords:
cosmopolitan; intercultural communication; MMORPG; teenager; online-game
"THE TRUTH GAMES IN DIGITAL AGE: INDONESIA CASE (Foucault’s Power and Discourse in New Media)" - Indonesia International Conference in Communication ”Global Challenge to the Future of Communication: Digital Media and Communication Freedom in Public Discourse”, Universitas Indonesia, November 2010.
Kebangkitan perfilman Indonesia ditandai dengan pemutaran film 'Ada Apa dengan Cinta' dan yang me... more Kebangkitan perfilman Indonesia ditandai dengan pemutaran film 'Ada Apa dengan Cinta' dan yang mengejutkan adalah 'Petualangan Sherina' yang mendapat respon sangat positif dengan indikasi jumlah penonton 1,4 juta orang dalam waktu 2 bulan. Dari catatan film Indonesia yang makin rutin di produksi di tahun 1950-an, maka di tahun 2000-an inilah pemecahan rekor jumlah penonton benar-benar terjadi. Rata-rata film larisnya mencapai angka di atas 1,2 juta penonton. Termasuk film Laskar Pelangi (2008) yang mencapai 4,6 juta penonton. Film-film laris di tahun 2000-an ini memiliki beberapa kesamaan identitas, yakni mengangkat isu lokalitas yang cukup kental. Sehingga seolah memutar balik anggapan pihak produser dan pembuat film di Indonesia, bahwa yang laku "dijual" di Indonesia hanya film-film berbau mistik, seks, dan kekerasan. Permasalahan yang akan dikaji adalah bagaimana sesungguhnya identitas film Indonesia? Apakah benar film-film komersial yang laku di pasaran hanya berdasarkan selera pasar? Lalu apakah ada hubungan antara nilai-nilai lokalitas pada sebuah film dengan wujudnya sebagai counter hegemony?
Iklan adalah salah satu tools komunikasi pemasaran yang dipercaya paling mumpuni. Iklan menjadi p... more Iklan adalah salah satu tools komunikasi pemasaran yang dipercaya paling mumpuni. Iklan menjadi primadona penyebaran awareness yang dipilih oleh produsen sejak lama. Walaupun memiliki tingkat respon yang tidak secepat tools komunikasi pemasaran lainnya, iklan masih menjadi pilihan utama bagi produsen. Memiliki sifat yang massal, repetitif, tidak memaksa, dan hiperbolis, iklan semakin mengalami kemajuan dalam hal konsep dan eksekusinya. Fungsinya sebagai media informasi, persuasi, pengingat dan peningkatan nilai produk, menuntut biro iklan sebagai pembuat konsep dan eksekutor berlomba -lomba menghasilkan karya periklanan yang menarik dan efektif. Terlebih lagi di tengah kompetisi produk dan jasa pada masyarakat konsumsi saat ini. Produk yang memanfaatkan media massa untuk beriklan tidak hanya berkompetisi dengan produk sejenisnya, namun juga berkompetisi dengan semua produk yang beriklan di media tersebut untuk menarik perhatian targetnya.
Inti dari pemikiran Merleau-ponty dalam komunikasi kebertubuhan dalam tulisan ini adalah bahwa ma... more Inti dari pemikiran Merleau-ponty dalam komunikasi kebertubuhan dalam tulisan ini adalah bahwa manusia, melalui tubuhnya, bersatu dengan dunia "luar tubuh". Tubuh menjadi pusat eksistensi manusia. Manusia menjadi Ada karena kehadiran tubuhnya.
This writing was an early writing, consisted of the idea in picturing advertising, not only as a ... more This writing was an early writing, consisted of the idea in picturing advertising, not only as a marketing communication tool, which had functions, such as informing, persuading, reminding and adding value, but also a 'weapon' in panopticising a discourse through it. This writing offered an idea of adding one exteremely successful dicipline, panopticism.
Journal/Book Publications by Sari Monik Agustin
BRICOLAGE: Jurnal Magister Ilmu Komunikasi, 2025
Gender ideology, which refers to socially constructed gender roles, has long separated the roles ... more Gender ideology, which refers to socially constructed gender roles, has long separated the roles of men and women using into categories of feminity and masculinity. When this ideology is widely accepted by society, it forms as a hegemony that is often perpetuated through popular film culture. Films frequently reproduce gender inequality and portray women as marginal figures under male dominance. However, this hegemony also generates oppositional forces often referred as, who resist domination through various forms, including film. This study aims to investigate counter-hegemony in scenes that critically reframed to challenge and redefine gender stereotypes that are represented in Barbie the Movie (2023). This research applies a critical paradigm, a qualitative approach, and Sara Mills' critical discourse analysis to examine scenes and narratives by positioning subjects, objects, and audiences in the film. The findings reveal that Barbie (2023) not only illustrates hegemonic gender stereotypes through opposing actors, but also demonstrates clear resistance through the director's feminist discourse as an organic intellectual. This resistance conveys an emancipatory feminist ideology that challenges patriarchal gender norms, depicting women's autonomy and subjectivity as a form of counter-hegemony to traditional gender stereotypes in popular culture.
Mediator: Jurnal Komunikasi, 2024
In contemporary society, the migration of interactions among millennials, particularly Muslim wom... more In contemporary society, the migration of interactions among millennials, particularly Muslim women serving as influencers, to digital platforms has spurred an intriguing shift. However, this transition is fraught with complexities as these women encounter digital media panopticism, constraining their liberty of expression. This study delves into the propagation of hijab discourse within millennial influencer circles via digital channels, aiming to unveil the established truths propagated by authoritative figures. Employing Foucault's notion of panopticism, discursive practices, and Howe-Strauss' Millennial generation, this research employs critical constructionism, qualitative methodologies, and in-depth interviews to unravel the pervasive digital panopticism shaping the disciplined digital personas of these influencers. The investigation uncovers how authorities utilize digital panopticism to regulate influencers, aligning with Foucault's theories. This discreet strategy amplifies influence while perpetuating continuous surveillance through participatory transparency. By penalizing deviations from the hijab discourse, authorities instill fear, prompting self-discipline on social media platforms. Despite influencers' vigilance, the opaque nature of control fosters ambiguity, highlighting the subtle yet profound impact of power dynamics in digital spaces. This observation echoes Foucault's discourse on subtle regulatory mechanisms in contemporary society, underscoring the pervasive influence of power dynamics in digital spheres.
Jurnal Komunikasi Indonesia , 2019
ini dilatarbelakangi oleh masih terbatasnya penelitian mengenai kekerasan simbolik yang mengangka... more ini dilatarbelakangi oleh masih terbatasnya penelitian mengenai kekerasan simbolik yang mengangkat pekerja prekariat sebagai subjeknya. Sebagian besar penelitian mengenai kekerasan simbolik yang terjadi pada organisasi, mengangkat organisasi-organisasi bersifat hirarkis yang jelas terlihat kedudukan pihak yang mendominasi dan pihak yang didominasi. Fenomena pekerja prekariat di Indonesia saat ini banyak dibahas dalam kajian berbagai bidang akademis, khususnya bidang hukum yang banyak mendiskusikan belum adanya hukum yang menaungi bisnis transportasi daring. Kekosongan hukum yang demikian dapat menjadi celah bagi perusahaan transportasi daring untuk memperoleh keuntungan dengan melanggar kepentingan pihak lain (dalam kasus ini yaitu mitra perusahaan). Pekerja prekariat dalam bisnis transportasi daring direkrut melalui perjanjian kemitraan yang seharusnya menempatkan posisi mereka sejajar dengan perusahaan e-commerce. Tetapi pada praktiknya, pekerja prekariat didominasi oleh perusahaan e-commerce. Penelitian ini bertujuan untuk mengetahui kekerasan simbolis yang diterima oleh pekerja prekariat dalam bisnis transportasi daring. Penelitian ini menggunakan konsep kekerasan simbolik dari Pierre Bourdieu, di mana kekerasan simbolik terkait erat dengan doxa, habitus, kapital, dan arena. Penelitian ini menggunakan paradigma konstruktivisme kritis dan merupakan penelitian kualitatif deskriptif. Penelitian ini juga menggunakan wawancara mendalam terhadap 4 informan sebagai teknik pengumpulan data. Hasil penelitian ini menunjukkan terjadinya kekerasan simbolik terhadap prekariat dalam hubungan kerja sama (perjanjian kemitraan) dengan perusahaan e-commerce dalam bentuk kebijakan bonus, kebijakan tarif, dan kebijakan sanksi. Penelitian ini telah mengidentifikasi doxa, habitus, kapital, dan arena yang mendorong terjadinya kekerasan simbolik terhadap pekerja prekariat. Penelitian ini juga menemukan bahwa ada dua jenis pekerja prekariat dan perbedaan penerimaan kekerasan simbolik yang berbeda dari kedua jenis tersebut. Perbedaan penerimaan tersebut dipengaruhi oleh faktor-faktor seperti jenis kelamin dan motif pekerja prekariat ketika mereka bergabung dengan perusahaan e-commerce. This research is motivated by the lack of research on the symbolic violence that raised the precarious workers as their subjects. Most studies on symbolic violence that occur in organizations are focused on hierarchical organizations, where obviously dominant and dominated positions are already visible. The phenomenon of precarious workers in Indonesia is widely discussed in the various field of academic, especially the field of law that discusses the unavailability of laws governing online transportation business. The absence of such laws, then becomes a chance for online transportation companies to gain profit by abusing the interests of others (in this case, their partners). Precarious workers in the online transportation business are recruited with a partnership agreement, which should place their position equal to the e-commerce transportation company. But in reality, precarious workers are dominated by e-commerce transportation companies. This study aims to determine the symbolic violence received by precarious workers in the online transport business. This study used the concept of symbolic violence from Pierre Bourdieu, where symbolic violence is closely related to doxa, habitus, capital and arena. This research uses the paradigm of critical constructivism and is descriptive qualitative research. This study also used in-depth interviews of 4 informants as the data collection techniques. The results of this study indicate the occurrence of symbolic violence towards precarious worker in the cooperative relations (partnership agreement) with the e-commerce company in the form of bonus gains policy, tariff policy, and punishment policy. This study has identified the doxa, habitus, capital and arena that encourage symbolic violence towards precarious workers. This study also found that there are two types of precariat workers and differing acceptance of symbolic violence. The differences are influenced by factors such as gender and the motive of the precarious workers when they join the e-commerce company. kekerasan simbolik, pekerja prekariat, e-commerce, transportasi daring.
WACANA : Jurnal Ilmiah Ilmu Komunikasi, 2019
This study we will discuss how digitalization in the music industry affects music marketing This ... more This study we will discuss how digitalization in the music industry affects music marketing This has a big impact on music industry in terms of music marketing and for consumers in terms of enjoying music. Streaming services have become something very influential in the digital era that we know as industry 4.0. The music industry can no longer rely on physical products and consumers are now more selective in enjoying music. The method used in this study is a qualitative method with a phenomenological research strategy about what is experienced by research subjects, such as; behaviors, perceptions, motivations, actions, etc. holistically and by means of descriptions in the form of words and languages. The results of this study are that for consumers it is easier to find music and industry players are very supportive of digitalization in the music industry because it makes it easier to market their music and help protect their intellectual propertybecause it reduces piracy. Abstrak Penelitian ini akan membahas bagaimana digitalisasi dalam industri musik mempunyai dampak pada pemasaran musik. Hal tersebut berdampak besar bagi para pelaku industri dalam hal pemasaran musik maupun konsumen dalam hal menikmati musik. Layanan streaming menjadi sesuatu yang sangat berpengaruh dalam era digital yang kita kenal industri 4.0. Industri musik tidak lagi dapat bergantung pada produk fisik dan konsumen pun kini lebih selektif dalam menikmati musik. .Metode yang digunakan pada penelitian ini adalah metode kualitatif dengan strategi penelitian fenomenologi tentang apa yang dialami oleh subjek penelitian, seperti; perilaku, persepsi,motivasi, tindakan, dan lain-lain secara holistik dan dengan cara deskripsi dalam bentuk kata-kata dan bahasa. Hasil penelitian ini adalah bagi konsumen adalah mudahnya pencarian musikdan pelaku industri sangat mendukung adanya digitalisasi dalam industri musik karena mempermudah dalam memasarkan musik mereka dan membantu melindungi kekayaan intelektual mereka karena mengurangi pembajakan.
Communicare: Journal of Communication Studies, 2019
This writing aimed to identify panopticism of normal body discourse to advertisement audiences. I... more This writing aimed to identify panopticism of normal body discourse to advertisement audiences. In addition, this study also aimed to identify the truth game of the normal body discourse in the media. There are some key concepts used as frameworks, particularly Michel Foucault's panopticism, discipline of bodies, power relations and discourse relations. It also used a framework of advertisement in critical perspectives and the philosophy of bodies to enrich the analysis. The paradigm of this writing was critical constructionism. This was a descriptive qualitative research and the data collection techniques were depth interviews with obese women based on BMI standards. This study identified Patriarchy Panopticism, a game of truth of normal body discourse, and the discourse of normal healthy body in media, especially in advertisement as the results. Patriarchy panopticism occurs when discourse and discipline resides invisibly, without coercion and productively maintain the discourse through self-surveillance. At the end, media is only a way to enlarge of Patriarchy Panopticism and used to perpetuate the ideology of patriarchy in the society.
Jurnal Komunikasi Indonesia, Nov 2018
Tubuh yang semula diganggu gugat telah berubah karena dengan inovasi teknologi yang ada, tubuh da... more Tubuh yang semula diganggu gugat telah berubah karena dengan inovasi teknologi yang ada, tubuh dapat diubah dan direkonstruksi seperti mengganti bagian-bagian mesin. Di era digital ini, tubuh dapat ditransformasikan menjadi bentuk non-material dan direkonstruksi. Data digital dapat disematkan dan avatar dapat dibentuk atau dibuat. Kesimpulan dari tulisan ini, tubuh digital adalah tubuh non-material yang mengandung horcrux, objek digital dari kata-kata dan pemikiran yang tinggal, dalam bentuk data digital dan avatar, yang mengacu pada perluasan diri di era pasca-manusia dengan karak-teristik diri yang dikendalikan-dematerialisasi, diri hiperrealitas, diri dengan dukungan sosial, diri yang dikembangkan, dan diri yang berafi liasi sosial.
Body that was originally inviolable has changed as it turns out that with the existing technological innovations, body can be changed and reconstructed like replacing engine parts. In this digital era, body can be transformed into a non-material form and reconstructed. Digital data can be embedded and avatars can be formed or created. The conclusion of this writing is that digital body is a non-material body containing horcruxes, digital objects of dwelling words and thoughts, in the form of digital data and avatars, which refer to extended-self in a post-human era with characteristics of controlled-dematerialized self, hyperreality-re embodiment self, social-supportive self, developed-extended self, and social-affiliated self.
Keywords: Digital, body, digital body, self, post-human era
Communicare: Journal of Communication Studies, 2014
This writing aimed to describe how the woman's gender-stereotype transformation in the culinary t... more This writing aimed to describe how the woman's gender-stereotype transformation in the culinary television program. The particular TV Program was "Ala Chef" Trans TV hosted by Farah Quinn, a chef who's also a model. The focus of this writing is the comparison between Farah Quinn and Sisca Soewitomo, a host of culinary program in earlier era.
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Conference Presentations by Sari Monik Agustin
Kata kunci: Hegemoni; Stereotip Ibu; Iklan; Transportasi Online
Keywords:
cosmopolitan; intercultural communication; MMORPG; teenager; online-game
Journal/Book Publications by Sari Monik Agustin
Body that was originally inviolable has changed as it turns out that with the existing technological innovations, body can be changed and reconstructed like replacing engine parts. In this digital era, body can be transformed into a non-material form and reconstructed. Digital data can be embedded and avatars can be formed or created. The conclusion of this writing is that digital body is a non-material body containing horcruxes, digital objects of dwelling words and thoughts, in the form of digital data and avatars, which refer to extended-self in a post-human era with characteristics of controlled-dematerialized self, hyperreality-re embodiment self, social-supportive self, developed-extended self, and social-affiliated self.
Keywords: Digital, body, digital body, self, post-human era