Interaktivitas Media Sosial Facebook Axe dan Dove dalam Perspektif Gender


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Field Value
Title Interaktivitas Media Sosial Facebook Axe dan Dove dalam Perspektif Gender
Creator Widyastuti, Dhyah Ayu Retno
Ratriyana, Ina Nur
Subject Ilmu Komunikasi
advertising, brand Axe, brand Dove, gender, interactivity
Description   The objective of this research was to review an interactivity on Facebook accounts of brand Axe and Dove. The interactivity itself has been analyzed using content analysis method. The finding of the research were (1) Facebook account consists of advertising campaign; (2) The messages  involve of verbal and non-verbal messages; (3) The audiences respond showed positive, negative, and neutral responses; (4) The number of audiences respond were dominated by male on Axe account and female for Dove account. The tendency of female responses were communicative and active. Meanwhile, the male responses were passive, weak, and communicative.  
Publisher FISIP Universitas Atma Jaya Yogyakarta
Date 2017-12-06
Type info:eu-repo/semantics/article

Content Analysis
Format application/pdf
Source Jurnal ILMU KOMUNIKASI; Vol 14, No 2 (2017); 221-238
Language eng

Rights Copyright (c) 2017 Jurnal ILMU KOMUNIKASI

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