Digital Storytelling di Youtube untuk Meningkatkan Kesadaran Merek KognisiKG
DOI:
https://doi.org/10.30998/xn90wj63Keywords:
digital storytelling, brand awareness, YouTube, KompasGramedia, sutradaraAbstract
Penelitian ini mengkaji implementasi digital storytelling dalam video “Belajar Mencintai Diri Sendiri Bersama Psikolog | Belajar Tentang EP. 1: Self Love – Kognisi.id” sebagai praktik pembentukan representasi merek melalui pengalaman menonton. Video ini merupakan bagian dari platform edukasi online internal yang dikembangkan oleh Kompas–Gramedia, dengan tema self love sebagai konteks pembelajaran psikologis. Dengan menggunakan pendekatan kualitatif deskriptif, penelitian menelaah bagaimana keputusan kreatif dan teknis seorang sutradara mengorganisasi elemen naratif, visual, dan interaksional untuk memposisikan merek dalam ruang pengalaman audiens. Analisis difokuskan pada empat aspek digital storytelling menurut Miller (2019), yaitu product placement, branded content, social media engagement, dan audiovisual framing. Hasil kajian menunjukkan bahwa representasi merek dibentuk bukan melalui strategi persuasif eksplisit, melainkan melalui proses penyusunan pengalaman audiens dalam konteks naratif, estetis, dan sosial yang dihasilkan oleh konten.
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Copyright (c) 2026 Bisma Fabio Santabudi, S.Sos., M.Sn, Vincent Alston, S.Sn (Author)
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