"[
ABSTRAK Jurnal ini membahas komunikasi global yang dilakukan oleh perusahaan multi
nasional (MNC) dengan produk minuman berkarbonasi bernama Coca-Cola. Di era
globalisasi saat ini, sebuah perusahaan MNC mengkoordinasikan seluruh aktivitas pemasaran
ke berbagai negara. Dalam hal ini perusahaan melakukan adanya standarisasi produk,
packaging, dan merek. Bahkan, beberapa produk dan jasa secara serempak menyamakan
pesan komunikasi atau kampanye penjualannya. Sebagai alat kampanye pemasaran, Coca-
Cola merilis 24 versi dari The World Is Ours, lagu untuk menyemarakkan perhelatan Piala
Dunia 2014, dengan berbagai bahasa dari bermacam negara. Beberapa negara yang turut
merilis lagu ini adalah Indonesia, Mexico, Colombia, South Africa, China, Japan, Argentina,
Vietnam, Korea, Middle East, Thailand, Malaysia, South Africa, Nepal, Bosnia &
Herzegovina, Myanmar, Romania and Brazil. Dari penjelasan tersebut maka penulis akan
meneliti adanya komunikasi global yang terjalin melalui kampanye Coca Cola yang dikaitkan
menggunakan konsep glokalisasi.
ABSTRACT This journal discusses global communication conducted by multi-national companies (MNCs)with a carbonated beverage product called Coca-Cola. In the current era of globalization, aMNC company coordinates all marketing activities to different countries. In this case thecompany doing the standardization of products, packaging, and brand. In fact, some productsand services simultaneously equalize message communication or sales campaigns. As a toolof marketing campaign, Coca-Cola released 24 versions of The World Is Ours, songs toenliven the 2014 World Cup event, with the various languages of the various nations. Somecountries are also releasing this song is Indonesia, Mexico, Colombia, South Africa, China,Japan, Argentina, Vietnam, Korea, Middle East, Thailand, Malaysia, South Africa, Nepal,Bosnia & Herzegovina, Myanmar, Romania and Brazil. From these explanations, the authorswill examine the global communications established through the Coca Cola campaign arelinked using the concept of glocalization.;This journal discusses global communication conducted by multi-national companies (MNCs)with a carbonated beverage product called Coca-Cola. In the current era of globalization, aMNC company coordinates all marketing activities to different countries. In this case thecompany doing the standardization of products, packaging, and brand. In fact, some productsand services simultaneously equalize message communication or sales campaigns. As a toolof marketing campaign, Coca-Cola released 24 versions of The World Is Ours, songs toenliven the 2014 World Cup event, with the various languages of the various nations. Somecountries are also releasing this song is Indonesia, Mexico, Colombia, South Africa, China,Japan, Argentina, Vietnam, Korea, Middle East, Thailand, Malaysia, South Africa, Nepal,Bosnia & Herzegovina, Myanmar, Romania and Brazil. From these explanations, the authorswill examine the global communications established through the Coca Cola campaign arelinked using the concept of glocalization., This journal discusses global communication conducted by multi-national companies (MNCs)with a carbonated beverage product called Coca-Cola. In the current era of globalization, aMNC company coordinates all marketing activities to different countries. In this case thecompany doing the standardization of products, packaging, and brand. In fact, some productsand services simultaneously equalize message communication or sales campaigns. As a toolof marketing campaign, Coca-Cola released 24 versions of The World Is Ours, songs toenliven the 2014 World Cup event, with the various languages of the various nations. Somecountries are also releasing this song is Indonesia, Mexico, Colombia, South Africa, China,Japan, Argentina, Vietnam, Korea, Middle East, Thailand, Malaysia, South Africa, Nepal,Bosnia & Herzegovina, Myanmar, Romania and Brazil. From these explanations, the authorswill examine the global communications established through the Coca Cola campaign arelinked using the concept of glocalization.]"
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2015
