Konstruksi pesan kampanye penggalang dana pada crowdfunding platform Kitabisa.com

Natalia, Santje Sonna (2018) Konstruksi pesan kampanye penggalang dana pada crowdfunding platform Kitabisa.com. Masters thesis, Universitas Pelita Harapan.

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Abstract

The development of technology as a mirror of modern culture today can also be a bridge to improve the return of traditional culture. Traditional culture is the spirit of mutual cooperation that becomes the character of this nation can be bridged through new media with the presence of Crowdfunding Platform in Indonesia. This research uses qualitative approach with research method of narrative content analysis by using Narrative Paradigm theory. This research would like to see how a fundraising campaign message is being devoted here are messages in the category of medical aid and health are constructed by analyzing the content of the message so that it will have an effect on the fund raising result in crowdfunding platform Kitabisa.com as the research subject. The results showed that the construction of campaign messages fundraising for sick people must meet the elements of rationality of the readers is the presentation of a message that coherent and contain the truth. Constructing the content of the message told by paying attention to the aspect of rationality will lead its readers to good judgment as it is in accordance with the values, morals and aesthetics that form the basis of human beliefs and everyday behavior. In the end will be seen the role of crowdfunding platform as a home for people to channel the spirit of mutual help supported by the presentation of campaign messages that have been constructed so that touch the emotion of readers of the message. / Perkembangan teknologi sebagai cermin dari budaya modern saat ini ternyata juga bisa menjadi jembatan meningkatkan kembali budaya tradisional. Budaya tradisional yaitu semangat kegotongroyongan yang menjadi karakter bangsa ini bisa terjembatani melalui media baru dengan hadirnya Crowdfunding Platform di Indonesia. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian analisis narasi dengan menggunakan Teori Paradigma Naratif. Penelitian ini ingin melihat bagaimana sebuah pesan kampanye penggalangan dana khususnya disini adalah pesan-pesan pada kategori bantuan medis dan kesehatan dikonstruksikan dengan menganalisa isi pesan sehinga akan membawa pengaruh pada hasil pengumpulan dana di crowdfunding platform Kitabisa.com sebagai subjek penelitian. Hasil penelitian menunjukkan bahwa konstruksi pesan kampanye penggalangan dana untuk orang sakit harus memenuhi unsur-usur rasionalitas pembacanya yaitu penyajian pesan yang koheren dan mengandung kebenaran. Pengkonstruksian isi pesan yang diceritakan dengan memperhatikan aspek rasionalitas akan menggiring pembacanya pada pertimbangan yang baik karena sesuai dengan nilai, moral dan estetika yang menjadi dasar keyakinan dan perilaku sehari-hari manusia. Pada akhirnya akan terlihat peran crowdfunding platform sebagai media bagi orang untuk menyalurkan semangat saling membantu dengan didukung oleh penyajian pesan kampanye yang telah dikonstuksi sehingga menggugah emosi pembaca pesan tersebut.

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