As a night tourist destination that is unique and has great potential, Puncak Sosok requires an evaluation of Puncak Sosok's marketing communications. The formulation of the problem in this research is how to evaluate marketing communication conducted by Puncak Sosok managers. The purpose of this research is to describe and to find out the evaluation of Puncak Sosok marketing communication and the supporting and inhibiting factors in its implementation. This research uses eight main marketing communication models by Kotler and the PII (Preparation, Implementation, Impact) evaluation model by Cutlip-Center-Broom with a qualitative approach. The results of the evaluation on the preparation aspect are conformity with the objectives and background where fluctuations in visits, but there are no details number of the tourist targets so that the measurement of success is not detailed. Evaluation on the implementation aspect are that most of the programs have been running well, but there are problems such as social media creativity and the absence of tour packages and authentic Puncak Sosok products. Impact evaluation results on most programs have had a positive impact such as the number of media publications and known as a typical night tourism destination with live music. Nevertheless, some programs are still ineffective and need to be improved, such as direct marketing and personal selling programs, which have less impact on attracting tourists. Supporting factors are the relationship that exists with the media and stakeholders, while the lack of innovation and knowledge of human resources in marketing and media use become inhibiting factors.

The use of the internet has become a habit among millennials lately. The products of these two media are television and YouTube. Presentation of content that is considered almost the same, namely using audio-visual media, YouTube is considered to be a new medium that will shift and even replace the existence of the television industry. In 2020, We are Social analysis said the number of YouTube users reached 2 billion each month. This has a significant impact on television, one of which is NET (News and Entertainment Television) that owned by PT NET Mediatama. The increasing number of YouTube viewers compared to declining television, NET experienced a decline in revenue in 2020, due to a continuous decrease in audience ratings with the number of sponsors obtained. As a conventional media, NET now has to compete with YouTube. The program that is the focus of this research is the Tonight Show, where the program is broadcast hybridly in terrestrial form and exclusively on YouTube streaming. The research was conducted using a constructivist paradigm and a qualitative approach with a case study method. Interviews with assistant producers of the Tonight Show became primary data and published interviews, media content and literature that examined the convergence of communication media and industry became secondary data. Based on research findings from a business point of view, convergence in the television industry can open up new professional opportunities, such as providing opportunities for television media managers to expand public choice, as has been implemented by the Tonight Show program with the Tonight Show Premiere. Even though YouTube viewers in Indonesia are increasing, the existence of the television industry still has its place, because exposure to television content can be felt by more people compared to YouTube, because not everyone can access the internet, especially in Indonesia.

The film titled “Yuni” talks about a young girl named Yuni who experiences pressure from her society to get married. Despite gaining international recognition through awards at prestigious events, this film has attracted various discourses on social media. This research aims to examine the audience’s meaning of the film “Yuni”, especially for women who have married in their teens. This is phenomenological research that focuses on the experience of the audience as individuals. The research method uses Stuart Hall’s reception analysis with the concept of encoding and decoding and uses the stereotype concept of Richard Dyer as an analytical tool. This research uses in-depth interviews, observations, and literature studies. The results show that the audience’s meaning is in a position of dominance and negotiation. A dominant position occurs through scenes that show that married teenage girls are victims of a still-strong cycle of patriarchal systems and we will limit the options to develop themselves for experience after marriage. The negotiating position occurs in scenes that show stereotypes related to women must be smart in matters of kitchens, wells, and beds.

Technological developments provide benefits for the society in receiving information and entertainment. This has resulted many innovations made by the communication media industry players, one of which is NET. TV by conducting media convergence. Media convergence is a consequence caused by technological developments, which then affects competition in the media industry. Media convergence is gaining momentum in the communications industry, where digital technology is being used more than conventional one. Under the auspices of PT Net Visi Media, NET. TV has now looked at YouTube and over-the-top digital platforms. By looking at the transitions, this research was conducted with a critical paradigm by mapping the problems that occur related to vertical power relations, based on political economy theory of communication media by Vincent Mosco. Interview with NET. TV production team became the primary data, which was then analyzed descriptively. According to the characteristics coined by Vincent Mosco as an analytical tool, the result is NET. TV performs absolute and relative labor commodification during media convergence. Where the Tonight Show Premiere and Match Island production teams are required to be multitasking and work overtime without being paid.