STRATEGI BERTAHAN RADIO DI ERA MEDIA DIGITAL (Studi Kasus: Radio Pemuda FM)

YOSES ANTONIUS, . (2020) STRATEGI BERTAHAN RADIO DI ERA MEDIA DIGITAL (Studi Kasus: Radio Pemuda FM). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini membahas strategi bertahan yang dilakukan oleh radio Pemuda FM di era media digital. Pada tahun 2012 ketika perkembangan media sosial internet sedang ramai digemari tetapi radio Pemuda FM muncul, yang mana radio sudah dianggap tidak laku. Tujuan dari penelitian ini adalah agar mengetahui strategi bertahan yang dilakukan radio Pemuda FM dalam mempertahankan eksistensinya dalam persaingan di era media digital. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif. Data penelitian diperoleh melalui observasi, dokumentasi, dan wawancara mendalam. Subjek dalam penelitian ini adalah para pekerja yang bekerja pada radio Pemuda FM, yaitu pendiri radio Pemuda FM, penulis konten Pemuda FM, dan penyiar radio Pemuda FM. Lokasi Penelitian dilakukan di Kembangan Selatan di Jalan H. Asmar, No. 1b, Jakarta Barat. Lokasi tersebut merupakan kantor dari radio Pemuda FM dan sekaligus tempat siaran berlangsung. Penelitian dilakukan mulai dari Agustus 2019 sampai bulan Oktober 2019. Berdasarkan hasil temuan di lapangan dalam penelitian ini ditemukan bahwa akses yang sulit untuk mengakses radio membuat daya tarik masyarakat berkurang terhadap radio sehingga minat masyarakat akan radio menurun dan lebih banyak memilih media lain. Radio Pemuda FM harus melakukan strategi agar radio mereka tetap didengar, dan strategi bertahan yang mereka gunakan adalah dengan promosi radio mereka, membangun jaringan, dan melakukan kerja sama acara. Kata Kunci: Media digital, Radio, Strategi Bertahan Yoses Antonius, Strategies to Survive Radio in the Age of Digital Media (Study to: Pemuda Radio FM), Jakarta. Thesis. Sociology Study Program. Faculty of Social Science. State University of Jakarta. 2019. This study discusses a survival strategy carried out by Pemuda radio FM in the era of digital media. In 2012 when the development of social media the internet was popular but the Pemuda Radio FM appeared, which radio was considered unsold. The purpose of this study is to find out the survival strategy carried out by the Pemuda Radio FM in maintaining its existence in competition in the digital media era. This research uses a qualitative approach with descriptive methods. Research data obtained through observation, documentation, and in-depth interviews. The subjects in this study were the workers who worked on Pemuda FM radio, namely the founder of Pemuda radio FM, Pemuda FM content writer, and Pemuda FM radio announcer. The location of the study was conducted in South Kembangan on Jalan H. Asmar, No. 1b, West Jakarta. The location is the office of Pemuda FM radio and also where the broadcast takes place. The study was conducted from August 2019 to October 2019. Based on the findings in the field in this study it was found that difficult access to access the radio reduced the appeal of the community towards the radio so that the community's interest in radio decreased and more chose other media. Pemuda Radio FM must carry out a strategy to keep their radio heard, and the survival strategy they use is by promoting their radio, building networks, and collaborating on shows. Keywords: Digital Media, Radio, Survival Strategies

Item Type: Thesis (Sarjana)
Additional Information: 1). Syaifudin, M.Kesos. ; 2). Dr. A Tarmiji Alkhudri, M.Si.
Subjects: Ilmu Sosial > Sosiologi
Divisions: FIS > S1 Sosiologi
Depositing User: Users 1445 not found.
Date Deposited: 19 Mar 2020 16:20
Last Modified: 19 Mar 2020 16:20
URI: http://repository.unj.ac.id/id/eprint/4422

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