Strategi motovlogger dalam mengelola vlog untuk memberikan informasi di Youtube

Aryo, Leonardus (2018) Strategi motovlogger dalam mengelola vlog untuk memberikan informasi di Youtube. Masters thesis, Universitas Pelita Harapan.

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Abstract

Motorcycles in Indonesia has reached 98,880,000 units or 81,5% from all of vehicles. In big cities, like Jakarta, we can see the domination of bikers on the street. The huge amounts of bikers should be accompanied by informations about motorcycles, such as: how to take care and modify the motorcycle, review about the motorcycle and products related to motorcycle, information about the ideas of modification and personalization of the motorcycle in order to make the motorcycle looks awesome. Those kinds of needs are met by the existence of the motovlogs which are trends in YouTube video sharing platform. To do this research I use descriptive qualitative method. Besides that, I use media richness theory, and communication strategy from the communication’s model by Harold Laswell. The focus of this research is to reveal the strategies that has been used by the motovlogers to share the informations for the society. This research shows that each motovloggers have different definition obout motovlog, so each motovloggers have different focus and style on their content.This research shows that motovlog has met the people who need the informations about motorcycle with the persons who provide the informations. This study also shows that Motovloggers also have promotional, inspiring, and safety riding goals in their Motovlog content. / Jumlah sepeda motor di Indonesia telah mencapai 98,88 juta sepeda motor, atau 81,5% dari seluruh kendaraan di Indonesia. Di kota-kota besar seperti Jakarta dapat dilihat dominasi pengguna sepeda motor di jalan raya. Banyaknya pengguna sepeda motor ini sudah selayaknya diiringi dengan ketersediaan informasi seputar sepeda motor, seperti pengetahuan umum tentang merawat sepeda motor, modifikasi sepeda motor, ulasan tentang sepeda motor dan produk penunjang terbaru, hingga informasi dengan nilai rekreasi seperti ide-ide modifikasi dan personalisasi sepeda motor kesayangan agar tampak istimewa. Kebutuhan akan informasi seperti ini terjawab dengan keberadaan motovlog yang sedang menjadi tren melalui platform video sharing Youtube. Penelitian ini merupakan penelitian kualitatif deskriptif dengan menggunakan Teori Kekayaan Media dengan model strategi komunikasi yang dikembangkan dari model komunikasi Harold Laswell. Fokus dari penelitian ini adalah untuk mengungkap bagaimana strategi para motovlogger dalam mengelola motovlognya guna memberikan informasi bagi masyarakat. Hasil penelitian ini menunjukkan bahwa definisi motovlog yang luas diinterpretasikan oleh setiap motovlogger secara berbeda-beda sehingga setiap motovlogger memiliki fokus konten dan ciri khas yang berbeda-beda. Penelitian ini menunjukkan bahwa motovlog telah mempertemukan masyarakat awam yang membutuhkan informasi seputar sepeda motor, dengan penyedia informasi dari pihak yang mendalami bidang otomotif khususnya sepeda motor. Penelitian ini juga mengungkap adanya tujuan promosi serta motivasi dalam menginspirasi dan mengkampanyekan berkendara yang aman.

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