CD Tesis

STORYTELLING KOMUNIKASI VISUAL (Analisis Naratif Komunikasi Pemasaran Bisnis Wedding Photography & Videography dalam Rangkaian Pernikahan Kaesang dan Erina Pada Akun Instagram @Thebridestory)

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SUMMARY


Storytelling is a very interesting concept for media studies, especially regarding social media and social media storytelling. As a marketing communication analysis medium, it aims to unravel the complexity and consolidate fragmented knowledge about storytelling in marketing.
This article discusses the narrative structure in Kaesang and Erina's wedding series on the Instagram account @thebridestory and about narrative and storytelling as a marketing communication medium on the Instagram account @thebridestory. So to analyze this, the researcher used a qualitative research method with a narrative analysis approach which was developed using narrative theory from Gerard Ganette. Research data was collected from 40 posts about Kaesang and Erina's wedding series on the Instagram account @thebridestory.
The results of the research show, firstly, that the narrative structure contained in Kaesang and Erina's wedding series is 1) order structure in the pattern of achrony and anachrony at the analepsis level, 2) duration structure in pause and summary movements, 3) frequency structure (frequency) in the type of representation of repetition and iterative representation, 4) mode structure (mood) which uses one dominant narrator position and observations outside the story, and 5) voice structure in prior, simultaneous and subsequent studies. Second, narrative and storytelling as marketing communication media on the @thebridestory Instagram account are implemented through digital marketing and new marketing innovations, namely electronic-word-of-mouth (eWOM). The implementation in question gave birth to findings including 1) digital marketing by a) increasing awareness, b) update patterns, and c) caption writing strategies, 2) Electronic Word of Mouth which comes from the results of storytelling a) Traditional Javanese Bridal Makeup , b) Symbols on the Invitation, c) decoration, and d) Promotion of Kaesang and Erina's Wedding Booklet, and 3) storytelling that fulfills the elements a) point of view, b) a dramatic question, c) emotional content, d) the gift of your voice, e) the power of sound, f) economy, and g) pacing.


Keyword: Narrative Analysis, Storytelling, Marketing Communications, Digital Marketing, eWOM

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2110247697

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Ilmu Komunikasi., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2110247697

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Jaka

Versi lain/terkait

Lampiran Berkas

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