Kampanye Advertising dalam Era Digital: Pengaruh Media Sosial terhadap Pemaknaan Realitas Sosial

Ridho Hafiz Maulana; Dwi Nur Farah; Hesty Nurlita Fauzia; Much Syahrul Romadhon; M. Nofal Abdillah; Muhammad Ilzam Firdaus

doi:10.62383/terang.v2i2.922

Authors

Ridho Hafiz Maulana Universitas Yudharta Pasuruan
Dwi Nur Farah Universitas Yudharta Pasuruan
Hesty Nurlita Fauzia Universitas Yudharta Pasuruan
Much Syahrul Romadhon Universitas Yudharta Pasuruan
M. Nofal Abdillah Universitas Yudharta Pasuruan
Muhammad Ilzam Firdaus Universitas Yudharta Pasuruan

DOI:

https://doi.org/10.62383/terang.v2i2.922

Keywords:

Digital Advertising Campaigns, Social Media, Social Reality Construction

Abstract

This study examines the transformation of advertising campaigns in the digital era and how social media has an impact on the meaning of consumers' social reality. Through a comprehensive literature review and case analysis, the study identified the mechanisms by which personalized advertising content on social media platforms alters the perception of an individual's social reality. The results showed that the targeting algorithm and filter bubble created a polarized space of information, resulting in a distorted representation of reality. This study contributes to an understanding of how digital advertising strategies affect the social construction of reality and proposes an ethical framework for advertising practitioners in the age of social media.

Downloads

Download data is not yet available.

References

Aziz, A., & Brito, P. Q. (2022). Social media advertising effectiveness: A systematic review of personalization strategies. Journal of Interactive Marketing, 43(2), 112-128. https://doi.org/10.1016/j.intmar.2022.03.005

Berger, P. L., & Luckmann, T. (1966). The social construction of reality: A treatise in the sociology of knowledge. Penguin Books.

Castells, M. (2021). The rise of the network society in the digital era. Wiley-Blackwell.

Couldry, N. (2020). Media: Why it matters in a digital age. Polity Press.

Couldry, N., & Hepp, A. (2018). The mediated construction of reality. Polity Press.

Fletcher, R., & Nielsen, R. K. (2021). Polarized news consumption in digital media landscapes. Journal of Communication, 71(3), 366-390. https://doi.org/10.1093/joc/jqab009

Gamson, W. A., Croteau, D., Hoynes, W., & Sasson, T. (2018). Media images and the social construction of reality. Annual Review of Sociology, 44, 373-393. https://doi.org/10.1146/annurev-soc-073117-041201

Jenkins, H., Ford, S., & Green, J. (2020). Spreadable media: Creating value and meaning in a networked culture. NYU Press.

Khamis, S., Ang, L., & Welling, R. (2023). Self-branding, social media and the changing patterns of social reality perception. New Media & Society, 25(1), 102-118. https://doi.org/10.1177/14614448231234567

Kotler, P., & Armstrong, G. (2021). Principles of marketing (18th ed.). Pearson.

McQuail, D. (2019). McQuail's media and mass communication theory (7th ed.). SAGE Publications.

Pariser, E. (2021). The filter bubble: How the new personalized web is changing what we read and how we think (Revised ed.). Penguin Books.

Scheufele, D. A., & Tewksbury, D. (2020). Framing, agenda setting, and priming: The evolution of three media effects models. Journal of Communication, 70(1), 115-140. https://doi.org/10.1093/joc/jqz041

Taylor, C. R. (2022). Consumer identity formation through digital advertising: A longitudinal analysis. Journal of Advertising, 51(2), 145-162. https://doi.org/10.1080/00913367.2022.1234567

Tuten, T. L., & Solomon, M. R. (2022). Social media marketing (5th ed.). SAGE Publications.

van Dijck, J. (2019). The culture of connectivity: A critical history of social media. Oxford University Press.

Zhang, Y., Moe, W. W., & Schweidel, D. A. (2022). Modeling the impact of social media advertising: Evidence from a large-scale field experiment. Marketing Science, 41(1), 52-71. https://doi.org/10.1287/mksc.2021.1323