Strategi komunikasi Komunitas Perempuan Ungu dalam mendifusikan nilai kemandirian ibu tunggal melalui media sosial = Communication strategy of perempuan ungu community on diffusing single mother’s independence value through social media

Lius, Elizabeth (2021) Strategi komunikasi Komunitas Perempuan Ungu dalam mendifusikan nilai kemandirian ibu tunggal melalui media sosial = Communication strategy of perempuan ungu community on diffusing single mother’s independence value through social media. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Komunitas Perempuan Ungu merupakan sebuah kelompok yang berfokus pada orang tua tunggal khususnya perempuan, yang disebabkan bercerai,ditinggal meninggal, ataupun diabaikan. Komunitas ini menggunakan strategi komunikasi dalam mewujudkan Ibu tunggal berjiwa mandiri dengan penanganan dan pendampingan yang tepat melalui kegiatan yang diselenggarakan pada media sosial sehingga dapat mengetahui hak-haknya di tengah masyarakat. Penelitian ini bertujuan untuk menjawab pertanyaan penelitian yaitu bagaimana strategi komunikasi Komunitas Perempuan Ungu dalam mendifusikan nilai kemandirian Ibu Tunggal melalui media sosial. Pendekatan penelitian adalah kualitatif dengan metode analisis deskripif. Pengumpulan data dilakukan dengan menggunakan observasi partisipan dan wawancara mendalam kepada empat informan. Penelitian dikaji dengan teori difusi inovasi oleh Everett Rogers. Hasil penelitian ini menemukan bahwa Komunitas Perempuan Ungu mendifusikan nilai kemandirian melalui konten-konten wanita mandiri di Instagram dan diskusi untuk membuka wawasan yang bernama #TalkActive di WhatsApp, serta pemimpin yang bertindak sebagai role model bagi para anggota untuk mendifusikan nilai kemandirian kepada para Ibu tunggal. / Non-profit organization Perempuan Ungu is an institution that focuses on single mother, who are divorced, left behind, or neglected. On diffusing the value of a single mother's independence, this organization uses communication strategy with proper handling and assistance through activities held on social media so that the target audience can find out their rights in society. This study aims to answer research questions, namely how the communication strategy of the Perempuan Ungu Community in diffusing the value of single mothers' independence through social media. The research approach is qualitative with descriptive analysis method. Data collection was carried out using participant observation and in-depth interviews with four informants. The research was studied with the diffusion of innovation theory by Everett Rogers. The results of this study found that the Purple Women's Community diffuses the value through independent women's content on Instagram and discussions to open member‟s insights called #TalkActive on WhatsApp, as well as leaders who act as role models for members to diffuse the value of independence to single mothers.

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