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"ABSTRAKTeori Dimensi antar Budaya Hofstede telah menjadi teori yang sangat populer di dunia akademis (Bond 2002; Hofstede 1997). Dalam sudut pandang pemasaran global, penting untuk memiliki pemahaman budaya secara mendalam untuk menentukan apakah sebuah strategi dapat berjalan efektif pada karakter masyarakat yang berbeda atau dibutuhkan beberapa strategi yang dimodifikasi berdasarkan karakter budaya masyarakat tertentu. Penelitian ini bertujuan menganalisa dua iklan TV testimonial BlackBerry Messenger yang dirancang secara berbeda untuk masyarakat Singapura dan Indonesia. Terdapat lima aspek dari video yang di bandingkan, yaitu metode pemilihan bintang iklan, quotes yang ucapkan, aktivitas yang di tampilkan, bagaimana penggunaan ponsel oleh bintang iklan, serta testimoni personal dari bintang iklan. Riset menunjukkan bahwa kedua iklan tersebut selaras dengan konsep Dimensi Budaya Hofstede. Penulis merekomendasikan bahwa penggunaan konsep tersebut sebagai konsep dasar dari pemahaman konsumen dalam budaya tertentu.Hofstede’s work on culture is the most widely cited in existence (Bond 2002; Hofstede 1997). In global marketing, a thorough understanding of cultural practices is useful in determining whether a single strategy can be effective in different national environments, or whether several strategies must be adopted, with each geared to the distinctive cultural setting. This paper takes an in-depth look at two Blackberry Messenger testimonial TV advertisements, which was designed differently for Singaporean audience and Indonesian audience. There are five aspects of the videos that are being analyzed, which are the method of choosing the celebrity, the quotes, the activities, how the celebrity deploy the device and the celebrity personal testimonial. The study reveals that those advertisements match the. The writer suggests to utilize Hofstede’s cultural dimensions as the basic concept of the consumer research for understanding consumers from different cultures."

"This study is aimed at identifying linguistic features, indexing ethnic identities, and inter-ethnic solidarity in transmigration contexts. Data were collected through interview, documentation and ethnography of various transmigrate communities on Sumbawa island. The data were then analyzed qualitatively with the ethnography of speaking and interaction analysis. The study found that (a) Ethnic identities in the migrant areas can be linguistically identified in four forms: orang aida (to refer to Sumbawa people), orang kalembo ade (for Bima people), dengan batur (for Sasak people) and orang beli (Balinese people). (b) These people were identifiable in the way they articulate particular sounds: orang beli (the Balinese) were identified in terms of dominant use of alveolar retroflexed, orang batur (the Sasak) were identified in the way they marked use of alveolar retroflexed, and orang kalembo ade (the Bima people) were identified through their articulation of closed central vowel as open low front vowel. It was also found that the forms had been used to construct ethnicity and interethnic solidarity between participants. The use of ana and ente in interaction indicated solidarity regardless of differences in age and social status."