Athena: Journal of Social, Culture and Society

TikTok Content Analysis on Perceptions of Masculinity: A Case Study of @ZAAFERINDONESIA

2025-11-14T02:43:27+00:00

Fashion serves as a social communication and influence-presentation tool that reflects the culture, values, social habits and even the profession of people. Among Muslim Men's Clothing we have particularly garment elements that are used to construct an image of powerful and dominating masculinity. The aim of this research is TikTok account analysis @zaaferindonesia, a Muslim man fashion brand. Through the use of Roland Barthes Semiotics that is applied to their visual marketing, Zaafer Indonesia constructs a masculinity imagery. Data was collected by analyzing the brand’s social media posts, particularly those that included men in flashy environments wearing black Thawb. The researchers’ analysis shows that the thawb's black color is loaded with connotative meanings of strength, grace and authority, while vibrant purple background enhances associations with success and high social status. This indoctrination promotes a myth that, ala Muslim style, real manliness is associated with being bold, assertive and top gun. The findings of the research indicate that representations of Muslim fashion are suggestive, not only about aesthetics for both men and women, but also gendering practices, social identity and difference. Learn how semiotics in branding strategies can assist the fashion industry to build an image that corresponds with the target market's values and tastes.

The Role of Instagram “@Cidulang_Geresik” Account in Building an Intelligent Community: Implementation and Obstacles

2025-11-26T15:05:41+00:00

This study purpose to analyze the function, role, and influence of Instagram account @cidulang_geresik in providing information to build a smart community. This study uses a qualitative approach through interviews with the admin of the Instagram account @cidulang_geresik. The results show that the function of Instagram @cidulang_geresik is optimal by utilizing features such as feeds, stories, highlights, and reels to disseminate information about hamlet or village activities. The Instagram account @cidulang_geresik has a cognitive, emotional, and behavioral influence on residents. The role of the Instagram account @cidulang_geresik effectively carries out two-way communication functions and strengthens social relationships. Implementation is carried out through regular content uploads, the use of photos and videos, the use of story and live features, and collaboration with village officials in disseminating public information. However, there are obstacles such as the limited number and availability of admins, unequal digital literacy among residents, inconsistent quality of content production, and internet network constraints that hinder access to information. Overall, the Instagram account @cidulang_geresik shows a positive contribution as a village communication and information medium. Through optimal functions, influence, and roles, Instagram can be used to build a smart community so as to improve the quality of life.

Social Actions of Juvenile Delinquency in the Illegal Racing Phenomenon

2025-11-29T01:52:05+00:00

The spread of juvenile street illegal car races among teenagers has raised the attention and then delinquency aspects as well, which stems from weak social reinforcement (control) factors, interpersonal communication defect in the family and missing fields for good interests. This research seeks to examine the kinds of social interaction among illegal street racers, investigate their motivations for involvement and uncover the symbolism underlying the interactions of the community of outlaw street racers. The research method is descriptive qualitative approach with phenomenology pattern and using Max Weber's Social Action theory as an analysis model. Data were collected from direct observation, in-depth interviews, documentation of the participants and their families and surroundings as well as garage owners’ sources. The study’s findings suggest that illegal street racing is not only deviant behaviour, but it also serves as a symbolic means of communication where teenagers establish and present their identity, voice membership in society, group loyalty. This is adolescents’ “deprivation of social existence” and VIP room of self-realization. Thus, moves to combating this must be through mutually sympathetic and educational communication and for it ever to work: long enough sticks and comfortably placed legal outlets for these interests of automotive controversy.

Mass Communication: Building Community Empowerment Through Instagram @karangtaruna_sewet

2025-12-01T08:28:30+00:00

This study aims to analyze the role of mass communication in community empowerment through the Instagram account @karangtaruna_sewet as a means of disseminating community development innovations. The rapid development of information technology has changed the patterns of interaction and information sharing among communities, making social media platforms such as Instagram an effective instrument of mass communication. Karang Taruna, as a youth organization, faces challenges in communicating innovative ideas and increasing community participation. This study examines the effectiveness of using the Instagram account @karangtaruna_sewet in supporting the community empowerment process. Using Everett M. Rogers' (1983) Innovation Diffusion Theory, this study analyzes how Karang Taruna's innovative programs are disseminated and adopted by the community through the Instagram platform. The research method used is qualitative with a literature study approach for data collection and analysis. The results show that Instagram plays a significant role in every stage of the innovation diffusion process, including: knowledge, persuasion, decision, implementation, and confirmation. Optimizing Instagram features, using communicative language, and emphasizing the concrete benefits of the program proved effective in encouraging innovation adoption. This study contributes to the understanding of the application of innovation diffusion theory in the digital era and the effectiveness of social media as a strategic instrument in sustainable community development.

Gimmicks and Habitus: An Analysis of Socio-Cultural Reproduction in the 2024 Indonesian Vice-Presidential Debate

2025-11-23T13:36:30+00:00

The 2024 Indonesian vice-presidential debate appears to feature more gimmicks than substantive discussions of the candidates’ visions and missions. This study aims to examine how the vice-presidential candidates reproduce socio-cultural values through their performances during the debate. Using Bourdieu’s theoretical framework of habitus (field, arena, and strategy), this research seeks to explore how the candidates construct the reproduction of socio-cultural values through their habitual practices. The study employs a qualitative method with text analysis as the primary data collection technique. The data analyzed consists of textual transcriptions from the fourth vice-presidential debate, broadcast on the official YouTube channel of the General Elections Commission (KPU) of the Republic of Indonesia, and used voyant.tools to determine dominant words from the comments. The findings indicate that the candidates’ habitus determines the type of socio-cultural reproduction displayed during the debate. The result of this research identified three key patterns: First, Attacking-question gimmicks reinforced dominance and control over debate narratives. Second, Emotional and satirical gimmicks provoked opponents and audiences while diverting attention from substantive content. Third, Youth-oriented gimmicks leveraged humor and relatability to attract younger voters. These performances reproduced a political reality that emphasized style over substance, signaling a shift toward performative politics in which image and symbolism dominate over ideas (knowledge), ethics, wisdom, and maturity in public speaking. This research is also relevant for researchers, political strategists, and media analysts.