Strategi komunikasi pengelolaan petisi online oleh Change.org Indonesia melalui sosial media

Nurfianto, Heppi (2018) Strategi komunikasi pengelolaan petisi online oleh Change.org Indonesia melalui sosial media. Masters thesis, Universitas Pelita Harapan.

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Abstract

The number of internet users in Indonesia has gradually increased every year, it has reached 140 million users in 2017 (APJII) and significantly boosted in 2018. Internet is using in some social life aspects. The usage will implement to the both negative and positive impact. The one of positive impact is to provide a social change platform through online petition making in Change.org Indonesia. To create and attract the society’s awareness as supporting the online petition through signature, hence it need a communication strategy that should be implemented by Change.org Indonesia. In term of observing the communication strategy that organized by Change.org Indonesia in manage the online petition related with social problematic, hence the case study research method is delivered. The research result was to state about the narrative strength from the users that initiated the petition as it was interested and attracted the email’s reader. The narrative strength was related with Narrative Paradigm theory which assumed about humans that naturally as a story teller. With the strong point in narrative strength, proper cognitive in social problematic and delivered various creativity to manage the petition. It will suppose to many people to support the online petition and social changes. / Jumlah pengguna internet di Indonesia terus bertambah setiap tahunnya, berdasarkan data APJII pada tahun 2017 mencapai sekitar 140 juta pengguna dan mengalami pertumbuhan signifikan pada tahun 2018. Internet digunakan pada beberapa aspek kehidupan sosial. Penggunaan tersebut ada yang berdampak negatif dan positif. Dampak positif salah satunya berupa sarana untuk melakukan perubahan sosial melalui pembuatan petisi online di platform Change.org Indonesia. Untuk menarik perhatian masyarakat dan mendapatkan dukungan tanda tangan terhadap petisi online, tentunya ada strategi komunikasi yang dilakukan oleh Change.org Indonesia. Untuk melihat bagaimana strategi komunikasi yang dilakukan Change.org Indonesia dalam mengelola petisi online terhadap permasalahan sosial, maka dilakukan penelitian dengan metode studi kasus. Hasil penelitian ini membahas mengenai kekuatan narasi pembuat petisi online yang dikirimkan lewat email untuk menarik perhatian pembacanya. Kekuatan narasi apabila dikaitkan dengan Teori Narrative Paradigm (Walter Fisher) yang mengasumsikan bahwa manusia secara alamiah merupakan mahkluk pencerita (Humans is naturally a story teller). Dengan kekuatan narasi pada konten petisi online, pemahaman yang baik terhadap permasalahan sosial dan melakukan beragam kreatifitas pengelolaan. Diharapkan akan semakin banyak orang yang mendukung petisi online yang dibuat di platform Change.org Indonesia dan mendukung terjadinya perubahan sosial.

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