FRAMING COKI PARDEDE DALAM PUBLIC COMMUNICATION MENGENAI REALITAS SOSIAL (ANALISIS PADA TAYANGAN “COKI PARDEDE JUGA PEDULI PENDIDIKAN!” DI KANAL YOUTUBE MALAKA PROJECT)

ZAYYAN RISQULLAH, . (2026) FRAMING COKI PARDEDE DALAM PUBLIC COMMUNICATION MENGENAI REALITAS SOSIAL (ANALISIS PADA TAYANGAN “COKI PARDEDE JUGA PEDULI PENDIDIKAN!” DI KANAL YOUTUBE MALAKA PROJECT). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (1MB)
	Text BAB 1.pdf Download (465kB)
	Text BAB 2.pdf Restricted to Registered users only Download (753kB) | Request a copy
	Text BAB 3.pdf Restricted to Registered users only Download (488kB) | Request a copy
	Text BAB 4.pdf Restricted to Registered users only Download (1MB) | Request a copy
	Text BAB 5.pdf Restricted to Registered users only Download (415kB) | Request a copy
	Text Daftar Pustaka.pdf Download (520kB)
	Text Lampiran.pdf Restricted to Registered users only Download (1MB) | Request a copy

Abstract

Framing merupakan strategi seleksi isu dan penonjolan aspek tertentu dari suatu realitas untuk mengarahkan interpretasi khalayak. Kemunculan Coki Pardede, komedian dengan reputasi kontroversial, dalam tayangan perdana "Coki Pardede Juga Peduli Pendidikan!" di kanal YouTube Malaka Project menjadi ujian menarik bagi kredibilitasnya sebagai komunikator, karena ia tampil dalam ruang diskusi edukatif dan sosial yang menuntut kemampuan menyesuaikan cara penyampaian gagasan di hadapan audiens yang telah membawa prasangka sejak awal. Penelitian ini bertujuan untuk mengetahui dan menjelaskan bagaimana Coki Pardede membingkai realitas sosial dalam public communication pada tayangan tersebut guna mengungkap makna di balik penyampaian pesannya. Teori yang digunakan adalah teori konstruktivisme yang dikembangkan Jesse Delia, yang menekankan bahwa manusia menginterpretasikan dan bertindak berdasarkan kategori konseptual atau struktur pengetahuan dalam pikirannya, sehingga realitas tidak hadir dalam bentuk mentah, melainkan disaring melalui cara pandang masing-masing individu. Teori ini dikaitkan dengan konsep public communication Stewart L. Tubbs dan Sylvia Moss melalui lima indikator, yaitu reputasi, impresi, kepercayaan, membangun common ground antara pembicara dengan audiens, dan penggunaan humor. Penelitian ini menggunakan model framing Robert N. Entman sebagai instrumen analisis yang meliputi empat elemen kunci, yaitu define problems, diagnose causes, make moral judgement, dan treatment recommendation. Penelitian ini menggunakan paradigma konstruktivis dengan pendekatan kualitatif dan strategi analisis framing. Subjek penelitian terdiri dari tiga scene terpilih dalam tayangan yang diteliti, yaitu keresahan terhadap Citayam Fashion Week, sentimen Malaka Project terhadap kondisi masyarakat, dan program beasiswa Malaka Project. Teknik pengumpulan data dilakukan melalui observasi dan studi pustaka, serta triangulasi sumber melalui wawancara dengan Dekan Fakultas Ilmu Sosial dan Ilmu Politik Universitas Pembangunan Nasional Veteran Jakarta, untuk memahami keterkaitan antara proses pembingkaian dan pembentukan kredibilitas komunikator pada tiap elemen. Hasil penelitian menunjukkan terdapat pola pembingkaian yang konsisten di ketiga scene, di mana elemen define problems umumnya disampaikan secara personal tanpa keterkaitan indikator yang jelas, sementara elemen diagnose causes dan make moral judgement banyak berkaitan dengan indikator kepercayaan serta membangun common ground. Elemen treatment recommendation memperlihatkan keterkaitan yang bervariasi antara kepercayaan dan penggunaan humor, di mana Coki Pardede secara konsisten menyampaikan kritiknya secara personal dan tidak menghakimi, sehingga reputasi kontroversialnya justru dinegosiasikan ulang melalui penerimaan audiens terhadap gaya komunikasinya. Kesimpulan penelitian menunjukkan bahwa proses framing secara bertahap membangun kredibilitas Coki Pardede sebagai komunikator, di mana kejujuran dan keterbukaan atas kekurangan diri menjadi strategi utama dalam menghadapi prasangka audiens terhadap reputasinya. Saran untuk penelitian selanjutnya mencakup pengembangan metode melalui perbandingan framing pada tayangan lain dari figur publik dengan reputasi kontroversial, serta studi resepsi audiens untuk mengukur efektivitas strategi pembingkaian yang telah diidentifikasi. Selain itu, komunikator dengan reputasi kontroversial disarankan memanfaatkan strategi keterbukaan diri sebagai landasan membangun kredibilitas, dibandingkan berusaha menutupi latar belakang personalnya. Kata Kunci: analisis framing, komunikasi publik, media digital, realitas sosial ***** Framing is a strategy of selecting issues and emphasizing particular aspects of reality in order to direct public interpretation. The appearance of Coki Pardede, a comedian with a controversial reputation, in the debut episode "Coki Pardede Juga Peduli Pendidikan!" on Malaka Project's YouTube channel poses an intriguing test of his credibility as a communicator, as he appears within an educational and social discussion space that demands the ability to adjust his message delivery before an audience that already carries prejudice from the outset. This study aims to identify and explain how Coki Pardede frames social reality within public communication in the show, in order to uncover the meaning behind his message delivery strategy. The theory used is constructivism, as developed by Jesse Delia, which emphasizes that humans interpret and act based on conceptual categories or knowledge structures within their minds, such that reality does not appear in raw form but is filtered through each individual's way of seeing things. This theory is linked to the concept of public communication by Stewart L. Tubbs and Sylvia Moss through five indicators: reputation, impression, trust, building common ground between speaker and audience, and the use of humor. This study employs Robert N. Entman's framing model as its analytical instrument, comprising four key elements: define problems, diagnose causes, make moral judgement, and treatment recommendation. This study uses a constructivist paradigm with a descriptive qualitative approach and a framing analysis strategy. The research subjects consist of three selected scenes within the show, namely concerns about Citayam Fashion Week, Malaka Project's sentiment toward societal conditions, and the Malaka Project scholarship program. Data collection techniques were carried out through observation and documentation, along with source triangulation via an interview with the Dean of the Faculty of Social and Political Sciences at Universitas Pembangunan Nasional Veteran Jakarta, in order to understand the relationship between the framing process and the formation of the communicator's credibility at each element. The results show a consistent framing pattern across the three scenes, in which the define problems element is generally delivered personally without a clear indicator link, while the diagnose causes and make moral judgement elements are largely related to the trust indicator and the building of common ground. The treatment recommendation element shows a varied relationship between trust and the use of humor, with Coki Pardede consistently delivering his criticism personally and without judgment, such that his controversial reputation is renegotiated through the audience's acceptance of his communication style. The conclusion of this study shows that the framing process gradually builds Coki Pardede's credibility as a communicator, with honesty and openness about his own shortcomings serving as his primary strategy in confronting the audience's prejudice toward his reputation. Suggestions for future research include developing the method through comparative framing studies of other shows featuring public figures with controversial reputations, as well as audience reception studies to measure the effectiveness of the framing strategies identified in this study. In addition, communicators with controversial reputations are encouraged to utilize self-disclosure strategies as a foundation for building credibility, rather than attempting to conceal their personal background. Keywords: digital media, framing analysis, public communication, social reality

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Vera Wijayanti Sutjipto, M.Si.
Subjects:	Ilmu Sosial > Ilmu Sosial (Umum) Ilmu Sosial > Komunikasi
Divisions:	FIS > S1 Ilmu Komunikasi
Depositing User:	Zayyan Risqullah .
Date Deposited:	14 Aug 2026 07:44
Last Modified:	14 Aug 2026 07:44
URI:	http://repository.unj.ac.id/id/eprint/70944

Actions (login required)

View Item