Skripsi

DINAMIKA KOMUNIKASI ORGANISASI DALAM PEMBENTUKAN HUSTLE CULTURE (STUDI KASUS KATAKANLAH CREATIVE AGENCY

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This study aims to analyze the role of organizational communication dynamics in the formation of hustle culture at Katakanlah Creative Agency. The research adopts a qualitative descriptive approach using a case study method. Data were collected through in-depth interviews, observation, and documentation. The findings indicate that fast-paced, responsive, and digitally mediated communication patterns shape a simultaneous work rhythm characterized by multitasking, high responsiveness, and continuous coordination in handling client revisions. From Edgar Schein's organizational culture perspective, these communication practices operate as observable artifacts that are reinforced by shared professional values and gradually internalized as normative ways of working within the organization. Hustle culture in this context emerges as a culturally constructed work pattern formed through repeated communication practices, rather than as an explicitly mandated organizational policy. The study demonstrates that organizational communication plays a central role in legitimizing and normalizing intensive work rhythms within the creative agency environment.

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Availability

Detail Information

Series Title

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Call Number

T1921292025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2026

Collation

xvii, 82 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

302.350 7

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Komunikasi Organisasi
Prodi Ilmu Komunikasi

Specific Detail Info

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Statement of Responsibility

TUTI

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