Kreativitas manusia dalam produk ciptaannya berkaitan erat dengan budaya, karena kebudayaan adalah sarana bersemainya cipta, rasa, dan karsa manusia. PT. Kalbe Farma, Tbk (Kalbe) melalui produk Mixagrip berusaha mengapresiasi kekayaan budaya di Tanah Air, mulai dari kegiatan kampanye “Mixagrip, Explore Budaya Indonesia”, dilanjutkan “Gowes Pesona Nusantara” dan “Mixagrip Cinta Budaya Sehat”. Seluruh kegiatan tersebut ditujukan kepada berbagai daerah di Indonesia, setidaknya terdapat sebelas kota disasar oleh berbagai kampanye tersebut. Selain itu, terpaan nasional diramaikan pula dengan kemunculan iklan versi “Keragaman Budaya Indonesia”. Keunikan iklan Mixagrip yang mengetengahkan Laudya Cynthia Bella sebagai brand ambassador ini, terletak pada upaya mengakomodasi berbagai budaya daerah nasional ke dalam sebuah iklan. Bersandar pada analogi enam dimensi kultural yang dicetuskan oleh Geert Hofstede, maka temuan penulis pada iklan Mixagrip tersebut dielaborasi dengan metode analisis konten kualitatif Phillip Mayring. Penelitian ini akan dipijakkan pada paradigma interpretif untuk menemukan tiga elemen utama analisis konten kualitatif Mayring, antara lain: abstraksi, eksplikasi, dan strukturasi. Ketiga tahapan ini diidentifikasi penulis sebagai nilai kemajemukan Indonesia, sekaligus mengimplementasikan semboyan nasional “Bhinneka Tunggal Ika”. Kepentingan bisnis yang umumnya disematkan melalui suatu produk iklan Television Video Comercial (TVC), seketika dialihkan kepada kepedulian akan toleransi kemajemukan budaya yang sedang ditumbuh kembangkan oleh pihak Mixagrip dalam konsep berbagi “kasih” dan bersikap “epoche”.

Abstract. The Sandwich Generation is defined as those in multigenerational care positions and caregivers for children and parents or in-laws. They are often found in an extended families in Indonesia. Multigenerational parenting carried out by the Sandwich Generation can pose various challenges and problems, especially for Sandwich Generation working females, who must juggle their parenting loads with workplace demands. The Sandwich Generation is at risk for various mental health problems, including stress, depression, and anxiety. The purpose of this study is to describe the stress and coping strategies of the Sandwich Generation. The participants were 12 Sandwich Generation working females a mean age of 36. We applied a phenomenological qualitative approach with Interviews and Focus Group Discussions to collect our data. The result showed that stress occurs mainly in situations when parenting demands arise simultaneously, when both children and parents simultaneously need attention. Stress that appears generally has more impact on the emotional aspects of participants rather than on the physical one, such as feelings of sadness, guilt, and unstable emotions, and in terms of cognitive, forgetfulness, loss of concentration, and overthinking. Coping strategies used by the Sandwich Generation are emotionfocused coping strategies and problem-focused coping strategies. Emotion-focused coping strategies revealed distancing, escape-avoidance, accepting responsibility, self-control, and seeking emotional social support. We found only three problem-focused coping strategies: confrontative coping, seeking informational support, and planful problem-solving.Keywords: sandwich generation; stress; coping strategies

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Spirituality is a contentious human phenomenon that encompasses personal, sociocultural, and transcendent interconnection. In Indonesian society, spiritual experiences are often associated with religion. They are also part of the cultural standard, the way of thinking, feeling, and behaving shared by most of a culture's members. This research aims to examine the spiritual and cultural values of Belitung's Muslim society through the Sang Pemimpi film. The research method in this study was critical discourse analysis, a qualitative approach based on a critical paradigm. This study combines Theo van Leeuwen's critical and multimodality discourse analysis techniques. Spiritual values and cultural standards are used as theoretical elements. The character in the film's text with the background of the Muslim society and the Belitung people's culture is the focus of this study. According to the film analysis, spirituality is formed by socio-cultural interactions in people's daily lives. The Malay Muslim community in Belitung adapts well to religious and cultural differences in their social relationships with other ethnic groups, including the Chinese ethnic groups. According to the findings of this study, religiosity and communal domains are the aspects that appear the most in the film.

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