Penerapan dan Perluasan Co-Cultural Theory pada Pengalaman Komunikatif Pelaku Usaha Mikro
DOI:
https://doi.org/10.37329/ganaya.v8i1.3550Keywords:
Co-Cultural Theory, Ekonomi, Komunikasi, UMKMAbstract
The market economy system, which is part of capitalism, involves power structures to maintain its dominance. Capitalism creates cultural groups based on socioeconomic class, including micro-entrepreneurs. This research focuses on micro-enterprises as a marginalized group in their efforts to improve their standard of living economically facing challenges in selling their products, especially in modern markets. Modern markets are controlled by dominant groups who practice capitalism by regulating the market economy to maintain their group dominance over other cultural groups. This research aims to explore the communicative practices of micro businesses using the Co-Cultural Theory framework in micro businesses located in Jakarta. The research was conducted using phenomenological methodology, interpretative paradigm, and qualitative approach. The results showed that Orbe's communicative practices were not fully fulfilled. Micro business actors have a tendency to communicate individually rather than in groups. Government support for Micro and Small Enterprises to create Substainable Debelopment Goals (SDGs) number 8 which aims to achieve decent work and economic growth has not been fully successful. The success of the communicative practices of shared cultural groups depends on the background, knowledge, culture, capital, and socio-economic conditions of micro-enterprises, there is a tendency for members of shared cultural groups to communicate independently rather than through groups, limited access or no access at all to communicate with dominant groups, and the importance of micro-enterprises having networking with dominant groups and other cultural groups to facilitate the marketing of their products.
References
Abdul, A. O., Ihechere, A. O., & Idemudia, C. (2024). SMEs As Catalysts For Economic Development: Navigating Challenges And Seizing Opportunities In Emerging Markets. GSC Advanced Research and Reviews, 19(3), 325-335.
Brink, T. (2017). SME Routes For Innovation Collaboration With Larger Enterprises. Industrial Marketing Management, 64, 122–134.
Carson, D., & Gilmore, A. (2000). SME Marketing Management Competencies. International Business Review, 9(3), 363-382.
Čuhlová, R., & Demel, J. (2024). From Diverse Perspectives to Unified Agreements: Intercultural Negotiation Dynamics in the Digital Age. Business and Professional Communication Quarterly, 23294906241253516.
Fatima, T., & Bilal, A. R. (2019). Action Characteristics As A Bridge In Individual Entrepreneuria l Orientation And Sme Success Pathway. Journal of Management Sciences, 6(2), 1-17.
Griffin, E. (2006). A first look at communication theory, 6th ed. In A first look at communication theory, 6th ed. New York, NY, US: McGraw-Hill.
Hohenthal, J., Johanson, J., & Johanson, M. (2014). Network Knowledge And Business-Relationship Value In The Foreign Market. International Business Review, 23(1), 4-19.
Ibrahim, N., Windels, K., & Lu, L. (2023). Examining the Ad Industry’s Race and Ethnicity Problem: Application and Extension of Co-Cultural Theory. Journal of Current Issues & Research in Advertising, 44(4), 411-428.
Indrawati, H. (2020). Barriers To Technological Innovations Of Smes: How To Solve Them?. International Journal of Innovation Science, 12(5), 545-564.
Kumar, R., & Kumar, S. R. (2017). Coordination And Responsiveness Issues In Sme Supply Chains: A Review. Benchmarking: An International Journal, 24(3), 635–650.
Maksum, I. R., Rahayu, A. Y. S., & Kusumawardhani, D. (2020). A Social Enterprise Approach To Empowering Micro, Small And Medium Enterprises (Smes) In Indonesia. Journal of Open Innovation: Technology, Market, and Complexity, 6(3), 50.
Nádai, J. (2017). Stereotypes: An Obstacle Or Trigger To Business Success?. European Journal of Sustainable Development, 6(1), 388-388.
Naradda, G. S. K., Ekanayake, E. M. S., Abeyrathne, G. A. K. N. J., Prasanna, R. P. I. R., Jayasundara, J. M. S. B., & Rajapakshe, P. S. K. (2020). A Review Of Global Challenges And Survival Strategies Of Small And Medium Enterprises (SMEs). Economies, 8(4), 79.
Orbe, M. P. (1996). Laying The Foundation For Co‐Cultural Communication Theory: An Inductive Approach To Studying “Non‐Dominant” Communication Strategies And The Factors That Influence Them. Communication Studies, 47(3), 157–176.
Orbe, M. P. (1997). Constructing Co-Cultural Theory: An Explication of Culture, Power, and Communication. Thousand Oaks, United States: Sage Publications, Incorporated.
Rehbein, B. (2020). Capitalismo E Desigualdade. Sociedade e Estado, 35, 695-722.
Sari, N. T. P., & Kusumawati, A. (2022). Literature Review: The Efforts To Strengthening Of Micro, Small And Medium-Sized Enterprises (Msme) In Indonesia. Asian Journal of Management, Entrepreneurship and Social Science, 2(01), 98-115.
Waitkus, N., & Groh, S. O. (2019). The Space Of Economic And Cultural Capital: A Latent Class Analysis For Germany. Empirical Investigations of Social Space, 81-97.
Wei, J., Candini, M., Frassinetti, F., & Rubini, M. (2024). The Role Of Group Membership And Culture In Interpersonal Distance Regulation. Journal of Applied Social Psychology, 54(9), 523-535.
Widiastuti, T. (2019). Co-Cultural Reflections On The (Un) Sustainability Of A Decentralized Wastewater Treatment System For The Urban Poor In Petojo Utara, Jakarta. Bulletin of the Transilvania University of Braşov, Series VII: Social Sciences and Law, 12(2), 365–374.
Zirulnik, M. L., & Orbe, M. (2019). Black Female Pilot Communicative Experiences: Applications and Extensions of Co-Cultural Theory. Howard Journal of Communications, 30(1), 76–91.
Zucco, F. D., & Bonatti, T. R. (2016). The Experience of SME Managers in Relation to Integrated Marketing Communication. International Journal of Professional Business Review, 1(2), 40–65.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Ana Indriastuti, Muhammad Fauzi Fitri Andika (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
An author who publishes in the Ganaya : Jurnal Ilmu Sosial dan Humaniora agrees to the following terms:
- Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
- Author is able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book) with the acknowledgement of its initial publication in this journal.
- Author is permitted and encouraged to post his/her work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work (See The Effect of Open Access).
Read more about the Creative Commons Attribution-ShareAlike 4.0 Licence here: https://creativecommons.org/licenses/by-sa/4.0/.
