Persepsi audiens infotainment terhadap strategi promosi selebriti melalui sensasionalisme di infotainment

Christy, Marhensia (2012) Persepsi audiens infotainment terhadap strategi promosi selebriti melalui sensasionalisme di infotainment. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Infotainment di Indonesia kini kerap dipenuhi dengan pemberitaan pemberitaan selebriti. Infotainment yang awalnya memiliki pengertian sebagai berita yang dikemas dengan format hiburan, di Indonesia berubah menjadi pemberitaan kehidupan selebriti dan tidak jarang pemberitaan-pemberitaan itu menjadi hal yang sensasional, menjadi bahan pembicaraan masyarakat, ditampilkan diberbagai media massa, dan menjadi pemberitaan yang diketahui semua orang, itulah sensasionalisme diinfotainment. Namun di lain sisi, dikatakan bahwa infotainment merupakan format teks sekunder selebriti yang dikemas berfungsi untuk mempromosikan hal-hal yang berkaitan dengan selebriti. Maka tidak jarang banyak selebriti yang memanfaatkan sensasionalisme pemberitaan di infotainment sebagai strategi berpromosi. Penelitian ini ingin melihat bagaimana persepsi audience infotainment terhadap strategi promosi selebriti melalui sensasionalisme pemberitaan di infotainment. Dengan menggunakan jenis penelitian kuantitatif, pengumpulan data dilakukan dengan teknik kepustakaan dan survei kepada 100 responden perempuan Jakarta yang merupakan audience infotainment berusia 20-49 tahun. Data dari hasil penelitian diolah menggunakan program SPSS dengan metode teknis analisis deskriptif, sehingga terlihat bahwa persepsi audience infotainment beragam dan sesuai dengan latar belakang masing-masing audience infotainment. Namun dilihat secara keseluruhan persepsi audience infotainment ada dalam penilaian yang netral. / Definition of Infotainment originally was information with entertainment format, but now it turned into a news of celebrity’s life and not infrequently it becomes sensational, become the consumption of society, appear through all of mass media, and known by all of people. On the other hand, infotainment is a secondary celebrity text that used by the celebrity to do their promotion. It is not uncommon to many celebrities use the sensationalism in infotainment as their promotional strategies. This study wanted to see how the audiences perceptions of celebrity’s promotional strategies through the sensationalism in infotainment. By using quantitative research, using literature and survey of 100 Jakarta’s female respondents with the range 20-49 years old who was the audience of infotainment to collect the data. Data from the research analyzed by descriptive analysis approach, The result are the perceptions of infotainment audience are diverse and in accordance with their perspective backgrounds, but viewed as a whole audience perceptions is in a neutral assessment.

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