Mixue is a franchise that is well-known for selling beverages and ice cream. Mixue's viral material on social media, like Tiktok, makes it easy to recognize the popularity of the Mixue’s products. This research intends to examine prosumers involved in audio-visual content development who contribute to the marketing of Mixue brand. This research uses interpretative content analysis to examine audio-visual contents created by Tiktok users. The results of the study indicate that videos created by Tiktok users acting as prosumers have a role in the reproduction of diverse values on their experience with Mixue items. The circulation of their videos on Tiktok increases the exposure of the Mixue brand. These scattered videos show various types of performances with different video production techniques and stories. These findings illustrate the intensification of information produced and communication that has been built through the role of Tiktok, which spreads very quickly. This shows that prosumers reproduce videos based on their respective consumer behavior through the creative side of the actors as consumers

This study examines the topic of environmental sustainability, which is currently emphasized by governments and organizations. How do organizations, in particular, utilize the term "green" to designate their products and services? A green label plays a crucial role in establishing a favorable reputation for an organization, allowing it to be identified as a promoter of environmental sustainability. This study explores the utilization of the green concept on Twitter deeper. Utilizing the Netlytic program, tweets containing the terms "green" or "environmental" are submitted to a content analysis. This study shows, using collected data, that Twitter is utilized as a "technology weapon" to promote the organization's image. By accommodating digital traces by users on Twitter, researchers see a "digital space" formed to be utilized as a space for organizations to produce content based on environmental communication. This information has consequences for the green labeling of an organization and enables the enhancement of a good image that adds value to the organization's reputation to establish itself as a pro-environmental organization. Important findings from this study suggest that Twitter could be utilized by organizations to improve their status on the map as a green organization.

Technological developments have made it easier for people to consume and produce audiovisual content on social media, including through the use of the Islam Populeric YouTube channel which provides diverse information for its users. The channel owners monetize their content, making their content production practices profit-oriented. This article analyzes how Islam Populer commodifies Islamic-themed content to generate profits, as well as the exploitation of new media workers. The article shows that Islam Populer successfully commodifies the values and teachings of Islam in their content, generating profits for their media endeavors. However, Islam Populer remains a commodity for YouTube, as the account's performance attracts advertisers who benefit YouTube the most. This makes Islam Populer one of the parties that are exploited in the context of media work.

The case of covering the Virgin Mary statue using a tarpaulin is one of the viral cases related to religious issues. The case involved an Islamic mass organization in Kulon Progo Yogyakarta and the owner of the Sasana Adhi Rasa prayer house, ST Yacobus. Some of the posts about the case use the hashtag #patungbundamaria. Hashtags, which intended originally to promote sculpture products, suddenly used to increase the reach of spreading issues. This is as an effort to carry out propaganda that has the potential to bring up a discourse of intolerance. This study aims to determine the form of multimodal discourse from the case of the closing of the Bunda Maria statue in Kulon Progo, as well as the propaganda formed. This research method uses a qualitative approach with a constructivist paradigm. The analysis technique is through multimodal discourse analysis. Researchers look at the use of multimodal text to build propaganda messages with the addition of hashtag modes. The results of this study indicate that the emergence of the issue of the Virgin Mary statue by using hashtags begins in the form of gray propaganda. This is because the data to raise this issue is still not valid due to pursuing posting speed. However, from the process of developing issues on social media, the message shift to white propaganda. In addition, netizens on Instagram have a concern in rejecting intolerance. They seek to suppress the emergence of intolerant discourse by providing comments that encourage tolerance between religious communities.

Downy Premium Parfum is one of the advertisements that presents the figure of a Muslim woman. The advertise-ment presents Laudya Cynthia Bella as an actor who plays a Muslim woman. This study uses representation theory to present the figure of Muslim women in social space. The purpose of this study is to determine the meaning formation process that occurs in Downy Premium Parfum advertisements in constructing the image of Muslim women. This study uses a qualitative method with semiotic analysis techniques by Roland Barthes. The results of this study found that the Downy Premium Parfum advertisement tried to represent the fragrance through visual flowers. This flower sign is then attached to the actor to strengthen the image of Muslim women in the social space. In the end, the advertisement stated that women could appear on a par with men in the social space, namely the workspace.