THE USE OF SYMBOLIC CONVERGENCE IN K-POP ALBUM MARKETING (MARKETING OF ‘ISTJ’ ALBUM AMONG NCTZEN)
There are many methods used in product marketing in the current digital communication era. One of them is by joining groups or online communities that are relevant to the product to be offered through active participation, making contributions, and building the reputation of the intended group. Effe...
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| Format: | Article |
| Language: | Indonesian |
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Jurusan Ilmu Komunikasi FISIP UNAND
2024-12-01
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| Series: | Jurnal Ranah Komunikasi |
| Subjects: | |
| Online Access: | http://ranahkomunikasi.fisip.unand.ac.id/index.php/rk/article/view/295 |
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| _version_ | 1849769196098945024 |
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| author | Amelia Ramadhani Prahastiwi Utari Sri Hartjarjo |
| author_facet | Amelia Ramadhani Prahastiwi Utari Sri Hartjarjo |
| author_sort | Amelia Ramadhani |
| collection | DOAJ |
| description | There are many methods used in product marketing in the current digital communication era. One of them is by joining groups or online communities that are relevant to the product to be offered through active participation, making contributions, and building the reputation of the intended group. Effective marketing in this era can be done through symbolic convergence. The use of language in marketing that is creative, imaginative, and at the same time evocative and binds the intended community together. This article describes and analyzes how marketing on NCT Dream's 'ISTJ' album is associated with Symbolic Convergence Theory. This research method is conducted qualitatively. First, analyze the content of marketing messages in digital media used in this case through Instagram social media, then continue by looking at NCTzen comments on the messages conveyed. The research results show that the fantasy theme, which contains creative messages with the ability to dramatize in album marketing, has caused a fantasy chain reaction among the NCT Dream fan community. The power of a message containing a fantasy theme will strengthen the unity and cohesiveness of NCT Dream fans, called NCTzens, as well as being a way of digital products marketing in their latest album launch. |
| format | Article |
| id | doaj-art-080eefd6ac864ea693d2e3cca5a5bc4c |
| institution | DOAJ |
| issn | 2302-8106 2656-4718 |
| language | Indonesian |
| publishDate | 2024-12-01 |
| publisher | Jurusan Ilmu Komunikasi FISIP UNAND |
| record_format | Article |
| series | Jurnal Ranah Komunikasi |
| spelling | doaj-art-080eefd6ac864ea693d2e3cca5a5bc4c2025-08-20T03:03:29ZindJurusan Ilmu Komunikasi FISIP UNANDJurnal Ranah Komunikasi2302-81062656-47182024-12-018293102271THE USE OF SYMBOLIC CONVERGENCE IN K-POP ALBUM MARKETING (MARKETING OF ‘ISTJ’ ALBUM AMONG NCTZEN)Amelia Ramadhani0Prahastiwi Utari1Sri Hartjarjo2Master of Communication Studies Program FISIP Sebelas Maret UniversityMaster of Communication Studies Program FISIP Sebelas Maret UniversityMaster of Communication Studies Program FISIP Sebelas Maret UniversityThere are many methods used in product marketing in the current digital communication era. One of them is by joining groups or online communities that are relevant to the product to be offered through active participation, making contributions, and building the reputation of the intended group. Effective marketing in this era can be done through symbolic convergence. The use of language in marketing that is creative, imaginative, and at the same time evocative and binds the intended community together. This article describes and analyzes how marketing on NCT Dream's 'ISTJ' album is associated with Symbolic Convergence Theory. This research method is conducted qualitatively. First, analyze the content of marketing messages in digital media used in this case through Instagram social media, then continue by looking at NCTzen comments on the messages conveyed. The research results show that the fantasy theme, which contains creative messages with the ability to dramatize in album marketing, has caused a fantasy chain reaction among the NCT Dream fan community. The power of a message containing a fantasy theme will strengthen the unity and cohesiveness of NCT Dream fans, called NCTzens, as well as being a way of digital products marketing in their latest album launch.http://ranahkomunikasi.fisip.unand.ac.id/index.php/rk/article/view/295product marketing, digital marketing, symbolic convergence, fantasy theme, fantasy chain, fan cohesiveness, k-pop. |
| spellingShingle | Amelia Ramadhani Prahastiwi Utari Sri Hartjarjo THE USE OF SYMBOLIC CONVERGENCE IN K-POP ALBUM MARKETING (MARKETING OF ‘ISTJ’ ALBUM AMONG NCTZEN) Jurnal Ranah Komunikasi product marketing, digital marketing, symbolic convergence, fantasy theme, fantasy chain, fan cohesiveness, k-pop. |
| title | THE USE OF SYMBOLIC CONVERGENCE IN K-POP ALBUM MARKETING (MARKETING OF ‘ISTJ’ ALBUM AMONG NCTZEN) |
| title_full | THE USE OF SYMBOLIC CONVERGENCE IN K-POP ALBUM MARKETING (MARKETING OF ‘ISTJ’ ALBUM AMONG NCTZEN) |
| title_fullStr | THE USE OF SYMBOLIC CONVERGENCE IN K-POP ALBUM MARKETING (MARKETING OF ‘ISTJ’ ALBUM AMONG NCTZEN) |
| title_full_unstemmed | THE USE OF SYMBOLIC CONVERGENCE IN K-POP ALBUM MARKETING (MARKETING OF ‘ISTJ’ ALBUM AMONG NCTZEN) |
| title_short | THE USE OF SYMBOLIC CONVERGENCE IN K-POP ALBUM MARKETING (MARKETING OF ‘ISTJ’ ALBUM AMONG NCTZEN) |
| title_sort | use of symbolic convergence in k pop album marketing marketing of a€ istja€™ album among nctzen |
| topic | product marketing, digital marketing, symbolic convergence, fantasy theme, fantasy chain, fan cohesiveness, k-pop. |
| url | http://ranahkomunikasi.fisip.unand.ac.id/index.php/rk/article/view/295 |
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