scholarly journals Interaksi Simbolik dalam Perencanaan Komunikasi Pemasaran PT. Microad Indonesia (Studi Etnografi: Systema Solution di Media Sosial)

Prologia ◽  
2020 ◽  
Vol 4 (2) ◽  
pp. 402
Author(s):  
Andre Wijaya ◽  
Muhammad Adi Pribadi
Keyword(s):  
Social Media ◽  
Qualitative Methodology ◽  
Participant Observation ◽  
Document Analysis ◽  
Marketing Communication ◽  
Message Content ◽  
Symbolic Interactions ◽  
Advertising Company ◽  
Communication Planning ◽  
Depth Interviews

Marketing communication activities carried out to be able to increase sales and introduce a brand to the wider community, in the current technological era social media plays an important role in conducting marketing communication. Lots of people use social media, this is an opportunity to do marketing communication through social media. PT. MicroAd Indonesia is an advertising company engaged in digital. PT. MicroAd Indonesia has its own way of marketing communication that is different from other advertising companies. Symbolic interactions also affect the marketing communication of PT. MicroAd Indonesia. This research uses a qualitative methodology with ethnographic methods. Data collection was carried out using participant observation, in-depth interviews with several teams at PT. MicroAd Indonesia, and also document analysis. The conclusion of this study is that there are several stages of marketing communication planning consisting of first meeting with clients, Kick Off, Doing research such as searching for key messages, Content Pillar and Content Mapping and then creating content for on social media such as Instagram, Facebook and Twitter to the final stage that is Monitoring.Kegiatan komunikasi pemasaran dilakukan untuk dapat meningkatkan penjualan dan memperkenalkan sebuah merek kepada masyarakat luas, di era teknologi saat ini media sosial sangat berperan penting dalam melakukan komunikasi pemasaran, Banyak sekali orang-orang yang menggunakan media sosial, ini merupakan suatu kesempatan untuk melakukan komunikasi pemasaran melalui media sosial. PT. MicroAd Indonesia adalah suatu perusahaan periklanan yang bergerak dibidang digital. PT. MicroAd Indonesia memiliki cara tersendiri untuk melakukan komunikasi pemasaran yang berbeda dengan perusahaan periklanan lainnya. Interaksi simbolik juga mempengaruhi komunikasi pemasaran PT. MicroAd Indonesia. Penelitian ini menggunakan metodologi kualitatif dengan metode etnografi. Pengumpulan data dilakukan dengan menggunakan observasi partisipan, wawancara mendalam dengan beberapa tim di PT. MicroAd Indonesia, dan juga analisis dokumen. Kesimpulan dari penelitian ini yaitu terdapat beberapa tahapan perencanaan komunikasi pemasaran yang terdiri dari pertemuan pertama dengan klien, Kick Off, Melakukan riset seperti mencari key message, Content Pillar dan Content Mapping lalu pembuatan konten untuk di media sosial seperti Instagram, Facebook dan Twitter hingga ketahap akhir yaitu adalah Monitoring.

scholarly journals Perencanaan Komunikasi Pemasaran di Masa Pandemi (Studi Kasus Interaksi Simbolik Hann Prawira Fotografi)

Prologia ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 242
Author(s):  
Karl Vincent ◽  
Muhammad Adi Pribadi
Keyword(s):  
Qualitative Methodology ◽  
Symbolic Interaction ◽  
Target Market ◽  
Marketing Communication ◽  
Organizational Goals ◽  
The Public ◽  
Marketing Activities ◽  
Symbolic Interactions ◽  
Communication Planning ◽  
Depth Interviews

In marketing activities, marketing communication planning plays a role and is applied as a sales and promotion solution for a product to the public which uses several effective and interactive ways and the content of its service products can be felt by all target audiences. Hann Prawira Photography is a service provider company in the form of photography, the service company does photo shoots for Indonesian or foreign artists, not only shooting artists but also working on photo shoots for commercial needs, such as shooting for billboards, websites and others. This communication research focuses on symbolic interactions and has a very important role, in which Hann Prawira Photography uses this symbolic interaction by presenting his work through photography and also the importance of relationships with consumers. This study uses a qualitative methodology with a strategy and case studies. The data were collected using in-depth interviews directly to the founder of Hann Prawira Photography and his team. The conclusion of this research is that it has 8 marketing communication plans, namely, business objectives, target market, competitors, communication themes, tactical, implementation, monitoring, communication channels and evaluation. At all these stages there are symbolic interactions such as organizational goals, to the company's vision and mission.Di dalam kegiatan pemasaran, perencanaan komunikasi pemasaran berperan dan diterapkan sebagai solusi penjualan dan promosi untuk suatu produk kepada masyarakat yang dimana menggunakan beberapa cara yang efektif dan interaktif juga isi produk pelayanannya dapat dirasakan oleh semua target audience. Hann Prawira Fotografi merupakan suatu perusahaan penyedia jasa dalam bentuk fotografi, perusahaan jasa tersebut mengerjakan pemotretan artis indonesia ataupun luar negeri, tidak hanya pemotretan artis tetapi juga mengerjakan pemotretan untuk kebutuhan komersial, seperti pemotretan untuk billboard, website dan lainnya. Penelitian komunikasi ini berfokus pada interaksi simbolik dan mempunyai peran yang sangat penting, yang di mana Hann Prawira Fotografi sangat menggunakan interaksi simbolik ini dengan mempersembahkan karyanya lewat fotografi dan juga pentingnya hubungan dengan konsumen. Penelitian ini menggunakan metodologi kualitatif dengan strategi dan studi kasus. Data-data dikumpulkan menggunakan wawancara mendalam langsung kepada pendiri Hann Prawira Fotografi dan tim. Kesimpulan dari penelitian ini yakni memiliki 8 perencanaan komunikasi pemasaran yaitu, Tujuan bisnis, Target Market, Kompetitor, Tema Komunikasi, Taktis, Implementasi, Monitoring, saluran komunikasi dan Evaluasi. Pada semua tahapan tersebut terdapat interaksi simbolik seperti, tujuan organisasi, sampai visi dan misi perusahaan.

scholarly journals Peran Interaksi Simbolik dalam Perencanaan Komunikasi Pemasaran BRE Global (Studi Kasus BRE Global Edukasi dan Karir)

Prologia ◽  
2021 ◽  
Vol 5 (1) ◽  
pp. 121
Author(s):  
Ivan Sebastian ◽  
Muhammad Adi Pribadi
Keyword(s):  
Global Education ◽  
Qualitative Methodology ◽  
Marketing Communication ◽  
School Graduate ◽  
Interactive Marketing ◽  
Learning Programs ◽  
The Media ◽  
The Government ◽  
Symbolic Interactions ◽  
Communication Planning

The large number of unemployed in Indonesia was mostly dominated by high school graduate and a university graduate. The government also encourages various breakthroughs, one of which is conducting training (training) or internships (internship) to improve human resources and employment. PT.BRE Global Education and career is a consultant engaged in the field of education, where the consultants will help find a way out and provide advice to prospective candidates who want to go abroad either to study or work through training and learning programs owned by companies through social media such as Facebook and Whatsapp as communication media. The author uses a qualitative methodology with strategies and case studies in this research. The purpose of this report is to find out and see how Symbolic Interactions play a role in marketing communication planning carried out by Educational Consultants from PT.BRE Global Education and Careers and the conclusions of this research BRE Global uses 4 stages in its marketing communication planning namely advertising, promotion, sales direct and interactive marketing through the media carried out between consultants and clients and then added to the 5 communication plans starting from Business Objectives, Strategy, Tactical, Monitoring where all stages contain Symbolic Interactions.Besarnya jumlah pengangguran di Indonesia sebagian besar didominasi oleh lulusan SMK, lulusan SMA, dan lulusan universitas. Pemerintah pun mendorong berbagai terobosan, salah satunya adalah melakukan pelatihan (training) atau magang (intership) untuk meningkatkan sumber daya manusia dan ketenaga kerjaan. PT.BRE Global Edukasi dan karir merupakan konsultan yang bergerak di bidang edukasi, dimana para konsultan akan membantu mencari jalan keluar dan memberikan saran kepada para calon kandidat yang ingin pergi ke luar negeri baik untuk belajar atau pun bekerja. Perusahaan memberikan program pelatihan dan pembelajaran melalui media sosial seperti Facebook dan Whatsapp sebagai media komunikasi. Penulis menggunakan metodologi kualitatif dengan strategi dan studi kasus dalam penelitian ini. Tujuan dari laporan ini adalah untuk mengetahui dan melihat bagaimana interaksi simbolik berperan dalam perencanaan komunikasi pemasaran yang dilakukan oleh Konsultan Edukasi dari PT.BRE Global Edukasi dan Karir. Kesimpulan dari penelitian ini BRE Global menggunakan empat tahapan dalam perencanaan komunikasi pemasarannya yaitu periklanan, promosi, penjualan langsung dan pemasaran interaktif melalui media yang dilakukan antara konsultan dengan klien lalu di tambah dengan 5 perencanaan komunikasi dimulai dari Tujuan Bisnis, Strategi, Taktis, Monitoring dimana seluruh tahapannya mengandung Interaksi Simbolik.

scholarly journals Interaksi Simbolik dalam Komunikasi Pemasaran Terpadu di PT. Creative Motion Pctures: Studi Kasus Komunikasi Pemasaran Film Once Upon a Time in Indonesia

Prologia ◽  
2020 ◽  
Vol 4 (2) ◽  
pp. 310
Author(s):  
Ricardo Silenzie ◽  
Muhammad Adi Pribadi
Keyword(s):  
Qualitative Methodology ◽  
Symbolic Interaction ◽  
Participant Observation ◽  
Motion Pictures ◽  
Target Audience ◽  
Target Market ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Communication Planning

Integrated marketing communication planning in film marketing activities is implemented as a sales solution and promotes a film title to the public in a variety of effective and interactive ways in which the message in the film can touch the appropriate target audience. PT. Creative Motion Pictures is a film company that uses an integrated marketing communication planning formula to meet the needs of its audience. PT. Creative Motion Pictures formulas when planning marketing communication. The influence of symbolic interaction has a major contribution in the marketing communication planning of PT. Creative Motion Pictures. This research uses a qualitative methodology with a case study method. Data collection was done by participant observation, in-depth interviews with PT. Creative Motion Pictures. The conclusion of this research is that it has 4 stages of integrated marketing communication planning namely Film Products, Target Market, Promotion, Distribution. At all stages there are symbolic interactions such as language selection, organizational regulations, and company vision.Perencanaan komunikasi pemasaran terpadu dalam kegiatan pemasaran film diterapkan  sebagai solusi penjualan dan mempromosikan sebuah judul film kepada masyarakat dengan berbagai cara yang efektif dan interaktif dimana pesan dalam film bisa menyentuh target audience yang sesuai. PT. Creative Motion Pictures merupakan perusahaan film yang menggunakan formula perencanaan komunikasi pemasaran terpadu untuk memenuhi kebutuhan penontonnya. PT. Creative Motion Pictures formula-formula yang ketika melakukan perancanaan komunikasi pemasaran. Pengaruh Interaksi simbolik  memiliki kontribusi yang besar dalam perencanaan komunikasi pemasaran PT. Creative Motion Pictures. Penelitian ini menggunakan metodologi kualitatif dengan metode studi kasus. Pengumpulan data dilakukan dengan observasi partisipan, wawancara yang mendalam dengan tim PT. Creative Motion Pictures. Kesimpulan dari penelitian ini yakni memiliki 4 tahapan perencanaan komunikasi pemasaran terpadu yaitu Produk Film, Target Pasar, Promosi,Pendistribusian. Pada semua tahapan tersebut terdapat interaksi lambing-lambang seperti, pemilihan bahasa,peraturan organisasi, sampai visi perusahaan.

scholarly journals Interaksi Simbolik sebagai Pembentukan Perencanaan Komunikasi Pemasaran (Studi Etnografi pada PT. Inti Ozzigeno Nara Solusi)

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 59
Author(s):  
Bella Sisyadi ◽  
Muhammad Adi Pribadi
Keyword(s):  
Qualitative Methodology ◽  
Planning Process ◽  
Participant Observation ◽  
Target Audience ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Advertising Agencies ◽  
Integrated Marketing Communication ◽  
Symbolic Interactions

Integrated marketing communication is an activity to increase the sales, and to introduce a brand to people in an effective way using a consistent message for the appropriate target audience. PT. Inti Ozzigeno Nara Solusi is an advertising agency in Indonesia that implements integrated marketing communication to reach client’s objective. PT. Inti Ozzigeno Nara Solusi has its own step of integrated marketing communication which is different compared to other advertising agencies. Symbolic interactionism takes an important role in creating the integrated marketing communication of PT. Inti Ozzigeno Nara Solusi. The research uses qualitative methodology with ethnography method. The data is obtained from participant observation, in depth interview with the team, and document analysis. The results concluded that PT. Inti Ozzigeno Nara Solusi has nine steps in the integrated marketing communication planning process that includes the following steps: OZIM, Brand and Competitor Analysis, Target Audience Research, to find ‘Benang Merah’ of client, Set Umbrella Communication, Set the integrated marketing communication strategy, Pitching with Client, Execute the Integrated Marketing Communication, and Monitoring. Symbolic interactions are found during the integrated marketing process such as rules, language of use, up to the company expectations.  Kegiatan komunikasi pemasaran terpadu dilakukan untuk meningkatkan penjualan dan memperkenalkan sebuah merek kepada masyarakat dengan cara menetapkan cara terefektif dan pesan yang konsisten untuk target audience yang sesuai. PT. Inti Ozzigeno Nara Solusi adalah perusahaan periklanan di Indonesia yang menerapkan komunikasi pemasaran terpadu untuk memenuhi objektif klien. PT. Inti Ozzigeno Nara Solusi memiliki cara tersendiri dalam pembentukan perencanaan komunikasi pemasaran yang berbeda dengan perusahaan periklanan lainnya. Interaksi simbolik berperan penting dalam perencanaan komunikasi pemasaran PT. Inti Ozzigeno Nara Solusi. Penelitian ini menggunakan metodologi kualitatif dengan metode etnografi. Pengumpulan data dilakukan dengan observasi partisipan, wawancara mendalam dengan tim PT. Inti Ozzigeno Nara Solusi, dan analisis dokumen. Kesimpulan dari penelitian ini yaitu terdapat 9 tahapan perencanaan komunikasi pemasaran terpadu yang terdiri dari OZIM, Analisis Merek dan Kompetitor, Riset Target Audience, Menemukan ‘Benang Merah’ dengan klien, Menetapkan Umbrella Communication, Menetapkan Strategi Komunikasi Iklan, Pitching dengan Klien, Eksekusi Strategi Komunikasi Pemasaran Terpadu, dan Monitoring. Pada tahapan tersebut terjadi interaksi yang mengandung simbol-simbol seperti peraturan, penggunaan bahasa, hingga harapan para tim perusahaan

scholarly journals Interaksi Simbolik dalam Perencanaan Komunikasi Pemasaran PT. WOW Komunindo (Studi Etnografi pada Produk Marcopolo)

Prologia ◽  
2019 ◽  
Vol 3 (2) ◽  
pp. 342
Author(s):  
Nisrina Rahmanita ◽  
Muhammad Adi Pribadi
Keyword(s):  
Organizational Culture ◽  
Symbolic Interaction ◽  
Participant Observation ◽  
Target Audience ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Post Production ◽  
Communication Planning ◽  
Depth Interviews

Marketing communication planning is carried out in order to increase sales and introduce the brand of a product to the audience by conveying effective messages and in accordance with the target audience. PT. Wow Komunindo is one of the advertising companies in Indonesia that carries out marketing communications to meet the wishes of its clients. PT. Wow Komunindo has its own way of planning marketing communications. The role of symbolic interaction and organizational culture is very important in the planning of PT marketing communications. Wow Komunindo. This research uses a qualitative approach with ethnographic methods. Data collection applied was by participant observation, in-depth interviews with employees of PT. Wow Komunindo, as well as document analysis. The conclusion of this study is that there are 6 stages of marketing communication planning which consists of Briefing, Brainstorming, Pre-Production Meeting, Production, Post Production Meeting, and Media Placement. From these stages, interactions occur that contain symbols such as rules, expectations, and organizational culture such as duty rituals and social rituals are created.Perencanaan komunikasi pemasaran dilaksanakan agar meningkatkan penjualan serta memperkenalkan merek sebuah produk kepada khalayak dengan cara menyampaikan pesan yang efektif dan sesuai dengan target audience. PT. Wow Komunindo adalah salah satu perusahaan periklanan di Indonesia yang melakukan komunikasi pemasaran untuk memenuhi keinginan klien. PT. Wow Komunindo mempunyai caranya sendiri dalam merencanakan komunikasi pemasaran. Peran interaksi simbolik serta budaya organisasi sangat lah penting dalam perencanaan komunikasi pemasaran PT. Wow Komunindo. Penelitian ini menggunakan pendekatan kualitatif dengan metode etnografi. Pengumpulan data yang diterapkan adalah dengan observasi partisipan, wawancara mendalam dengan karyawan PT. Wow Komunindo, serta analisis dokumen. Kesimpulan dari penelitian ini yaitu terdapat 6 tahapan perencanaan komunikasi pemasaran yang terdiri dari Briefing, Brainstorming, Pre-Production Meeting, Production, Post Production Meeting, dan Media Placement. Dari tahapan-tahapan tersebut terjadi interaksi yang mengandung simbol-simbol seperti peraturan, harapan, dan juga tercipta budaya organisasi seperti ritual tugas maupun ritual sosial.

scholarly journals Perencanaan Komunikasi Pemasaran Starbucks Selama Covid-19: Studi Kasus Interaksi Simbolik Starbucks di Perumahan Citra Enam

Prologia ◽  
2021 ◽  
Vol 5 (1) ◽  
pp. 67
Author(s):  
Febriyanto Febriyanto ◽  
Muhammad Adi Pribadi
Keyword(s):  
Qualitative Methodology ◽  
Participant Observation ◽  
Monitoring And Evaluation ◽  
Marketing Communication ◽  
Economic Sectors ◽  
Business Goals ◽  
The Right ◽  
Depth Interviews

Marketing communication is important especially in determining the success of a product. Starbucks that must be able to struggle in the midst of the COVID-19 pandemic that attacks many economic sectors in the world must set their marketing communication plans to match their initial targets. Although there are many considerations in determining planning in the midst of COVID-19. Starbucks image branch 6 establishes in advance the business objectives, strategy, tactics, rules, monitoring, and evaluation. In this research has a very important role. Determination of the right strategy and also how they set business goals in the midst of a pandemic virus will have an effect on their sales, of course after that they must also carry out monitoring and evaluation to see what they have set. This research uses a qualitative methodology with a case study method. Collecting data in this method by means of in-depth interviews, documentation, archival records and participant observation. In this research, there is an interaction that uses symbols such as regulations and the use of language in daily activities at Starbucks, the sixth image branch, especially in the midst of this co-19 pandemic.Komunikasi pemasaran merupakan hal yang penting terlebih dalam menentukan keberhasilan dari sebuah produk. Starbucks yang harus dapat berjuang di tengah masa pandemic COVID- 19 yang menyerang banyak sektor perekonomian di dunia harus menetapkan perencanaan Komunikasi pemasaran mereka agar sesuai dengan target awal mereka. Walaupun banyak pertimbangan dalam menentukan perencanaan di tengah COVID-19 ini.Starbucks cabang Citra 6 menetapkan terlebih dahulu Tujuan bisnis, Strategi,Taktis, Aturan, Monitoring, dan Evaluasi . Dalam penelitian ini memiliki peran yang sangat penting.Penentuan Strategi yang tepat dan juga bagaimana mereka menetapkan tujuan bisnis di tengah pandemi virus ini akan memberikan dampak ke penjualan mereka, tentu setelah itu mereka harus juga melakukan monitoring dan evaluasi untuk melihat apa yang telah mereka tetapkan. Penelitian ini menggunakan metodologi kualitatif dengan metode studi kasus. Pengumpulan data dalam metode ini dengan cara wawancara mendalam, dokumentasi, rekaman arsip dan observasi partisipan. Dalam penelitian ini terjadi adanya interaksi yang menggunakan simbol-simbol seperti peraturan dan adanya penggunaan bahasa dalam kegiatan sehari-hari di Starbucks cabang Citra Enam terlebih di tengah pandemi covid-19 ini.

scholarly journals Interaksi Simbolik Dalam Sales Promotion Menciptakan Brand Loyalty (Studi Kasus Pengguna Kartu Starbucks Di Jakarta)

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 201
Author(s):  
Catherina Siena ◽  
Muhammad Adi Pribadi
Keyword(s):  
Brand Loyalty ◽  
Qualitative Methodology ◽  
Symbolic Interaction ◽  
Participant Observation ◽  
Sales Promotion ◽  
Coffee Shop ◽  
Symbolic Interactions ◽  
Symbolic Interaction Theory ◽  
Depth Interviews

Marketing communication of a product is done to improve product quality and introduce products to consumers. Starbucks is a famous coffee shop in Indonesia. This research aims to determine the process of symbolic interaction in the formation of brand loyalty among Starbucks card users. This research uses symbolic interaction theory, brand loyalty and sales promotion. Symbolic interactions play a very important role in increasing consumer brand loyalty. This research uses a qualitative methodology. Data collection in this research was conducted by in-depth interviews and participant observation. The analytical method used in this research is a case study. The results showed that consumer loyalty to Starbucks, so they want to use Starbucks cards occurs because of the quality and promotion of Starbucks. And symbolic interaction is very influential in the process of brand loyalty formation such as promotions, rules and language used. Komunikasi Pemasaran terhadap sebuah produk dilakukan untuk meningkatkan kualitas produk dan memperkenalkan produk kepada konsumen. Starbucks adalah sebuah kedai kopi ternama di Indonesia. Penelitian ini bertujuan untuk mengetahui proses interaksi simbolik dalam pembentukkan brand loyalty diantara para pengguna kartu Starbucks. Penelitian ini menggunakan teori interaksi simbolik, brand loyalty dan sales promotion. Interaksi simbolik berperan sangat penting dalam meningkatkan brand loyalty konsumen. Penelitian ini menggunakan metodologi kualitatif. Pengumpulan data dalam penelitian ini dilakukan dengan wawancara mendalam dan observasi partisipan. Metode analisis yang dipakai dalam penelitian ini adalah studi kasus. Hasil penelitian menunjukkan bahwa keloyalitasan konsumen terhadap Starbucks, sehingga mereka mau menggunakan Starbucks card terjadi karena kualitas dan promosi di Starbucks. Dan interaksi simbolik sangat berpengaruh pada proses pembentukkan brand loyalty itu sendiri seperti promosi, peraturan dan bahasa yang digunakan.

scholarly journals Narrative Analysis of Marketing Communication Y2K Music School and Studio on Social Media

InterKomunika ◽  
2017 ◽  
Vol 2 (2) ◽  
pp. 160
Author(s):  
Tuti Widiastuti ◽  
Poppy Ruliana
Keyword(s):  
Qualitative Research ◽  
Social Media ◽  
Narrative Analysis ◽  
Marketing Communication ◽  
Marketing Activity ◽  
Literature Study ◽  
Online Data ◽  
Music School ◽  
Data Tracking ◽  
Depth Interviews

This research was conducted to find out how the branding activity done by Y2K Music School and Studio through social media account Instagram @ y2kstudio. This research would like to examine more deeply related to marketing activity such as what applied Y2K Music School and Studio in building brand Y2K Music School and Studio as a music school through its official Instagram. There is also a method used in this research is a method of narrative analysis which is a method in the field of qualitative research. The data were collected using literature study on textbooks, online data tracking, and in-depth interviews on key informants related to the study. The results of this study states that the form of branding activities conducted by Y2K Music School and Studio through social media accounts Instagram @ y2kstudio is a marketing communication in the form of delivering information with positive ambiance related Y2K Music School and Studio and also in the form of information delivery activities related promotions which is currently running at Y2K Music School and Studio.

scholarly journals El rol de Emiliano como mediador: prácticas organizativas de los campesinos en los proyectos estatales

2018 ◽  
pp. 157-173
Author(s):  
Jimena Ramos Berrondo
Keyword(s):  
Rural Community ◽  
Qualitative Methodology ◽  
Participant Observation ◽  
Organizational Practices ◽  
North East ◽  
Productive Activities ◽  
State Agents ◽  
State Projects ◽  
Depth Interviews

  El objetivo de este artículo es analizar en qué consiste el rol del dirigente de la Corriente Campesina Nacional (COCAN) como mediador de las estructuras de poder del Estado y los criollos del Impenetrable (una región localizada en la provincia del Chaco, noreste de Argentina) durante el periodo 2012-2015. Se aplica una metodología cualitativa, que consistió en observación participante y entrevistas en profundidad. Se concluye que la COCAN lleva a cabo múltiples prácticas organizativas para resolver las problemáticas de las poblaciones rurales: implementación y gestión de proyectos estatales, negociaciones con autoridades políticas y promoción de actividades culturales y productivas.  Abstract The aim of this article is to analyze the role of the leader of the “Corriente Campesina Nacional” (COCAN) as a mediator between state agents and the “criollo” population in the “Impenetrable” (a region located in Chaco, north east of Argentina) during the period 2012-2015. A qualitative methodology is applied, using participant observation and in-depth interviews. The article concludes that the COCAN uses diverse organizational practices to solve rural community problems: implementation and management of state projects, negotiations with political authorities and promotion of cultural and productive activities.  

Exploring Consumer Empowerment in Consumption Communities Based in Social Media

2015 ◽  
pp. 884-900
Author(s):  
Imene Ben Yahia ◽  
Lilia El Ferci
Keyword(s):  
Social Media ◽  
Participant Observation ◽  
The Internet ◽  
Consumer Empowerment ◽  
Keen Interest ◽  
Four Dimensions ◽  
One Year ◽  
Depth Interviews

In spite of the keen interest in empowerment, few authors have applied the concept to the characteristics of the Internet. This paper approaches it within consumption communities based in social media and explores its effects on consumers' behaviors towards firms. A participant observation was carried out and has lasted one year and a half in two consumption communities based in Facebook. Additionally, distant in-depth interviews have been conducted. Results give evidence for the existence of consumer empowerment online and highlight its complex multidimensional structure. Four dimensions are identified: informational, technological, social, and psychological. Results also underline that empowered consumers assess firms and call to reward some and to boycott others (1); negotiate to get better offerings (2) and demand cooperation (3).

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