Kaila Rafanesha Anandita, . (2025) STRATEGI KOMUNIKASI BRAND IDENTITY INDOSIAR MELALUI LOKALITAS PADA PROGRAM DANGDUT. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to examine how the communication strategy implemented through the Dangdut Academy program contributes to building and strengthening the brand identity of the television station Indosiar amid the dynamics of digital competition in the broadcasting industry. The study employs a descriptive qualitative method, with data collected through in-depth interviews with internal informants from Indosiar as well as external informants who are directly related to the Dangdut Academy program. The analysis is grounded in Jean-Noël Kapferer’s Brand Identity Prism, which emphasizes six dimensions of brand identity: physique, personality, culture, relationship, reflection, and self-image, and is supported by communication strategy theory. The findings indicate that Indosiar strategically utilizes Dangdut Academy as a medium to reinforce its positioning as a television station that promotes cultural locality through dangdut music as a representation of national culture and as a means of uniting audiences across social classes, as reflected in its high ratings. The musical and visual elements of the program, the involvement of national dangdut artists, and the consistency of the competition format contribute to shaping Indosiar’s image as an inclusive and relevant “people’s television.” The study concludes that the programming strategy of Dangdut Academy significantly strengthens Indosiar’s brand identity through the internalization of local cultural values and the integration of popular culture into a competitive television format that is adaptive to the challenges of digital competition.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210411108] [Pembimbing: Ahmad Zakki Abdullah] [Penguji 1: Windhi Tia Saputra] [Penguji 2: Puri Bestari Mardani |
| Uncontrolled Keywords: | Communication Strategy, Brand Identity, Cultural Locality, Dangdut Academy, Digital Competition. |
| Subjects: | H Social Sciences > H Social Sciences (General) M Music and Books on Music > M Music Q Science > Q Science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | KAILA RAFANESHA ANANDITA |
| Date Deposited: | 07 May 2026 06:19 |
| Last Modified: | 07 May 2026 06:19 |
| URI: | http://repository.upnvj.ac.id/id/eprint/50201 |
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