Rekonstruksi Strategi Promosi Program Drama MDTV dalam Konten TikTok @mdtv.official
DOI:
https://doi.org/10.38035/jmpis.v7i1.6838Keywords:
Analisis Wacana Multimodal, Semiotika Pemasaran, Strategi Promosi, TikTokAbstract
Penelitian ini menganalisis dan merekonstruksi strategi promosi drama MDTV pada platform TikTok menggunakan pendekatan Multimodal Discourse Analysis (MDA). Permasalahan utama penelitian ini adalah rendahnya efektivitas promosi akibat lemahnya integrasi antar-mode semiotik. Penelitian kualitatif ini menganalisis empat konten promosi yang mewakili variasi mode visual, linguistik, audio, gestural, dan spasial. Hasil menunjukkan bahwa mode visual dan linguistik lebih dominan dibandingkan audio dan gestural, sehingga pesan promosi bersifat informatif, bukan afektif. Rekonstruksi strategi promosi diterapkan dengan mengintegrasikan konsep semiotic orchestration dan model AIDA untuk menyelaraskan antar-mode secara ritmis. Konten hasil rekonstruksi menunjukkan peningkatan signifikan: penayangan mencapai 10,7 juta, likes meningkat hingga 158 ribu, shares 8.043, dan saves 4.061. Waktu tonton rata-rata naik menjadi 12,5 detik dari total durasi 19,8 detik, dengan tingkat penyelesaian 16,62%. Hasil ini menegaskan bahwa orkestrasi multimodal yang sinkron dapat memperkuat affective engagement dan identitas merek MDTV. Penelitian ini memperluas penerapan Multimodal Discourse Analysis dan marketing semiotics dalam konteks promosi media hiburan digital.
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Copyright (c) 2025 Aditya Pinasti Waluya, Syti Sarah Maesaroh, Muhammad Dzikri Ar Ridlo
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