Audience reception terhadap kampanye politik dalam media sosial:(studi terhadap followers akun instagram Ibu Paramitha Messayu)

Hafsari, Fita (2019) Audience reception terhadap kampanye politik dalam media sosial:(studi terhadap followers akun instagram Ibu Paramitha Messayu). Masters thesis, Universitas Pelita Harapan.

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Abstract

Pada era digital saat ini, media sosial menjadi sarana komunikasi politik yang digunakan oleh politisi, untuk keperluan kampanye seperti yang dilakukan oleh Ibu Paramitha Messayu Calon Legislatif (Caleg) dari Partai Keadilan Sejahtera (PKS). Paramitha Messayu memanfaatkan media sosial yaitu Instagram sebagai sarana untuk berkomunikasi dengan audiens atau calon pemilihnya terkait dengan program kerja Caleg tersebut. Ketersampaian informasi yang dilakukan oleh Paramitha Messayu tentu akan sangat bergantung kepada audiens yang memiliki peran dalam penerimaan informasi yang memiliki makna. Dengan demikian, diperlukan penelitian untuk mengetahui bagaimana followers sebagai audiens menerima pesan kampanye Ibu Paramitha Mesayu yang memiliki makna penting melalui media sosial Instagram.Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian studi fenomenologi. Pengumpulan data penelitian berupa data primer yang didapat melalui wawancara mendalam audiens sedangkan data sekunder diperoleh melalui studi kepustakaan. Wawancara dilakukan kepada para audiens yaitu followers akun Instagram Ibu Paramitha Messayu Caleg dari PKS. Berdasarkan hasil temuan yang diperoleh peneliti dalam followers yang berada pada posisi dominan adalah followers yang menerima pesan yang disampaikan kemudian memilih Paramitha Messayu sebagai Caleg DPRD Dapil Tangerang Selatan. Followers tersebut pada umumnya sudah memiliki preferensi politik terhadap PKS sedangkan followers yang berada pada posisi negosiasi merupakan followers yang menerima pesan dengan baik tetapi memiliki pilihan sendiri terhadap sesuatu yang diterimanya yaitu dengan tidak memilih Paramitha Messayu. Followers ini pada umumya sudah memiliki preferensi politik terhadap partai lainnya. Kemudian yang terakhir adalah followers dalam posisi oposisi tidak menerima pesan/ kampanye yang diunggah oleh Paramitha Messayu, mereka lebih mengkritisi terkait unggahan yang disampaikan Paramitha Messayu karena followers tersebut merupakan tim kampanye dari partai politik lainnya. / In the current digital era, social media has become a means of political communication used by politicians, for the purposes of campaigns such as that carried out by Mrs. Paramitha Messayu Legislative Candidates (Candidates) from the Prosperous Justice Party (PKS). Paramitha Messayu utilizes social media, namely Instagram, as a means to communicate with the audience or prospective voters related to the candidates' work programs. The delivery of information by Paramitha Messayu will certainly depend on the audience who has a role in receiving meaningful information. Thus, research is needed to find out how followers as audiences receive Mrs. Paramitha Mesayu's campaign message which has important meaning through social media Instagram. This research uses a qualitative approach with phenomenological study research methods. Research data collection in the form of primary data obtained through in-depth audience interviews while secondary data obtained through literature study. Interviews were conducted with an audience of followers of the Instagram account Mrs. Paramitha Messayu Candidates from PKS. Based on the findings obtained by researchers in followers who are in a dominant position are followers who receive the message delivered then choose Paramitha Messayu as a Legislative Candidate for South Tangerang District Electoral District. These followers generally have a political preference for PKS, while followers who are in a negotiating position are followers who receive messages well but have their own choices about what they have received by not choosing Paramitha Messayu. These followers generally have a political preference for other parties. Then the last is followers in opposition positions do not accept messages / campaigns uploaded by Paramitha Messayu, they are more critical about the uploads submitted by Paramitha Messayu because these followers are campaign teams from other political parties.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Hafsari, FitaNIM01689710043UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorHerlijanto, JohanesNIDN0313077205UNSPECIFIED
Additional Information: T 89-17 HAF a
Uncontrolled Keywords: followers ; audience ; dominant ; negotiation ; opposition
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science
Depositing User: Fita Hafsari
Date Deposited: 12 Mar 2020 07:39
Last Modified: 26 Feb 2022 08:41
URI: http://repository.uph.edu/id/eprint/7222

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