The expansion of K-pop into various countries has encouraged the use of social media as one of its primary promotional platforms. However, such promotional content cannot always be readily accepted by local audiences due to differences in cultural backgrounds. Therefore, this study aims to analyze how glocalization strategies are implemented by SM Entertainment in the TikTok content of @smtown_indonesia to reach the Indonesian market. Using content analysis and Roland Robertson’s concept of glocalization, this study examines the incorporation of local elements in K-pop promotional content uploaded by SMTOWN Indonesia. The data consist of 130 TikTok videos posted on the @smtown_indonesia account, along with audience comments on those posts. The findings reveal that the TikTok content incorporates local language, popular culture, locations, traditional culture, and food as forms of adaptation to local elements. These findings demonstrate that the glocalization strategy creates cultural proximity, which enhances audience awareness and encourages the acceptance of global cultural products among Indonesian audiences.
Social media has become a primary space for individuals to construct self-image and gain social recognition. This study aims to examine how numerical metrics such as likes, views, and followers shape the existence of the digital human within the context of Indonesian society. Through direct observation of 5–10 active s...
Gavin Lu, Gregorius Genep Sukendro· Kiwari· 0 citations
The rapid development of social media has encouraged government institutions to adapt their public information dissemination strategies, including the House of Representatives of the Republic of Indonesia (DPR RI). This study aims to examine the public communication strategy implemented by the Public Relations Office o...
Eiffelyna Azzahra, M. G. Yoedtadi· Kiwari· 0 citations
Digital globalisation via social media has transformed communication, identity and the sustainability of local cultures in Indonesia. Exposure to global popular culture on TikTok, Instagram, YouTube and Facebook can influence language, lifestyle, consumption, self-presentation, and the younger generation’s engagement w...
This study examines participatory culture and fan activism practices within the NCT-zen fandom community through the X (Twitter) account “Hijau Bersama Indonesia” during the August 2025 Demonstration. This study stems from the growing phenomenon of fandoms that are no longer limited to entertainment consumption, but al...
Fania D. Anjani· Paradigma Jurnal Kajian Buda...· 0 citations
TikTok as one of the most widely used social media platforms, has raised concerns about its impact on Indonesian language skills among elementary school students. This article examines TikTok's effects on students' Indonesian language proficiency, strategies to optimize its positive impact on language learning, and par...
M. Habibi, Annisa Annisa· SJEE (Scientific Journals of...· 0 citations
The rapid growth of social media has transformed marketing communication from one-way interaction into a more engaging and participatory process, with TikTok emerging as an effective platform for creative brand communication. This study aims to analyze the use of storytelling as a marketing communication strategy by th...
Ebyghea El Mareta· Kajian Administrasi Publik d...· 0 citations
We use cookies to run the site and, with your consent, for analytics and to show ads.
See our Cookie Policy.
