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Why We Should See YouTube From Digital Ecology Perspective

This study is a critical perspective in exploring changes in social, cultural and political forms related to the development of contemporary communication technology. The main theme of this research is YouTube's digital space with the topic of utilizing the main features of geo-tagging, hashtags and live streaming. Researchers observed three content creators in utilizing the features of the digital platform to carry out social interactions and actions. The purpose of this study is to explain that the character of the users and the current use of digital platforms is a representation of the interaction and socio-cultural situation of contemporary society as a part of the digital ecosystem. This research is qualitative in nature with specific observations on micro phenomena, so the results are not generalizations, but in the form of data findings to support the hypothesis, namely the importance of a critical perspective of digital ecology to explain contemporary digital ecosystem phenomena. This article is supported by comparative descriptions and descriptions of the development of several theoretical models as well as social-technological changes that have occurred before. This research contributes to providing an important perspective that media and technology studies must move from discussions about human and technology interactions, to discussions about human interactions in technology. As a study of ongoing phenomena, the researcher places this research by opening up to the potential for the latest changes that can occur along with technological developments.

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Brand Awareness and Brand Association in Continuing Studies at Open and Distance Higher Education

Distance Education has great potential to become a model for the world's future education. The rapid development of technology, the demands of the global professional world, as well as various extraordinary events, such as the COVID-19 pandemic which could recur at any time, are the main reasons for the need to implement distance education. Therefore, to maintain the existence of distance education, research is needed that can look at perceptions of brand equity, namely brand awareness and brand association with perceived quality. This research aims to explain how society accepts open and distance state colleges, particularly among students in Indonesia. The research subjects were 812 respondents obtained through probability sampling using multistage random sampling from three regions in Indonesia, namely Vocational High School Bina Warga Bandung representing western Indonesia, Public High School 16 Makassar representing Central Indonesia, and Public High School 1 Jayapura representing the eastern part of Indonesia. The results of the research show that there is a strong relationship between brand awareness and community brand association on the desire to continue studying at open and distance higher education institutions. This research providing recommendations for PTJJ should not only focus on promotion/marketing strategies to increase interest in continuing community studies at PTJJ but also focus on strategies that can increase brand equity.

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