INJECT (Interdisciplinary Journal of Communication)

Narrative Branding Strategies on TikTok for Digital Culinary Heritage Sustainability: A Case Study of a Yogyakarta-Based MSME

Haniffah Nurul Eka Anisawati, Vani Dias Adiprabowo — Tue, 06 Jan 2026 00:00:00 +0000

Few studies have examined how strategic communication on TikTok can promote Indonesia's culinary heritage amid the dominance of global food trends. The entry of various foreign foods into Indonesia, driven by globalization, has shifted local gastronomy. This study examines the role of TikTok in promoting sustainable local gastronomy, using the @bakpiajuwarasatoe.id account as a case study. This account actively markets bakpia products as part of Yogyakarta's culinary heritage. The research method used is a descriptive qualitative case study approach. Data collection techniques include observing TikTok content, conducting semi-structured interviews with the account manager, and analyzing user interactions to understand the communication strategies in place. Data were analyzed thematically to identify patterns in visual storytelling, audience interaction, and brand collaboration. The study results show that the @bakpiajuwarasatoe.id account demonstrates how TikTok features can be strategically used through visuals, live broadcasts, and platform trends. The main conclusion offers strategic insight into how local culinary brands can leverage social media to strengthen cultural identity and market presence amid global competition. This study provides a theoretical contribution by offering new insights into the use of social media as a tool for sustainability diplomacy in promoting local cuisine. Practically, the findings can guide culinary MSMEs and academics in developing digital communication strategies to preserve sustainable gastronomy and raise awareness of local culinary potential and cultural heritage in shaping Indonesia's food future.

Design of an Adaptive Family Communication Model for Parenting in the Digital Era: Integrating FCP and Baumrind's Theory in Indonesian Families

Shafira Angelita Setiya Putri, Maualana Rezi Ramadhana — Thu, 08 Jan 2026 00:00:00 +0000

The development of digital technology has changed communication patterns within families, particularly interactions between parents and adolescents. High internet access has encouraged a shift from face-to-face communication to digital-based communication, which is shorter and more informal, thus potentially affecting the depth of emotional relationships within families. This situation requires families to adjust so that communication and parenting patterns continue to function effectively in supporting adolescent development. Family communication patterns and parenting styles are two interrelated aspects that shape the quality of emotional relationships, psychosocial development, and the adaptability of adolescents in the digital age. This study aims to formulate a model of parenting communication patterns in families that are adaptive to the development of digital technology. The research uses a qualitative approach with a phenomenological method. Data collection was conducted through in-depth interviews with 15 parents and adolescents at SMAIT Bina Bangsa Sejahtera. he results of the study indicate that family communication patterns play an important role in determining parenting styles in facing the challenges of digital technology. Open and dialogical communication patterns encourage the application of authoritative parenting styles, while closed and permissive communication patterns tend to weaken the quality of relationships and supervision of technology use. This study formulates six main patterns in the adaptive family communication model in the digital era, namely dialogical, digital, affective, regulatory, accommodative, and value-based.