Internatonal Conference on Social Politcs
The Challenges of Social Sciences in a Changing World
Published By : Jusuf Kalla School of Government (JKSG)
January 26 - 28, 2016 Universitas Muhammadiyah Yogyakarta Indonesia THE CHALLENGES OF SOCIAL SCIENCES IN A CHANGING WORLD
Proceeding Books By Faculty of Social and Political Sciences Universitas Muhammadiyah Yogyakarta (UMY) For the International Conference on Social Politics
Volume III, viii + (911-1118) and 210 x 297 mm
Editors
Griffth, Martin (Australia) Warsito, Tulus (IND) Bin Ahmad, Zaki (Malaysia) Hubacek, Klaus (USA) Trinidad, Dennis (The Philippines) Weiss, John (UK) Nurmandi, Achmad (IND) Choi, Jin-wook (South Korea) Kim, Sunyuk (South Korea) Purnomo, Eko Priyo (IND) Holmes, David (Australia) Tamronglak, Amporn (Thailand) Roengtam, Sataporn (Thailand) Rahman, Taufq (IND) Purwaningsih, Titin (IND) Nurazizah (IND) Rasyid, Arief Nur (IND) Ramdani, Rijal (IND) Kencono, Dewi Sekar (IND) Handoyo, Asmarawati (IND)
Cover : Mukalaf, Zein Mufarrih
Lay Out : Kirman
Special Copies, Januari 2016 Printed in Yogyakarta
ISBN: 978-602-73900-3-4 (jil.3)
Published By : Jusuf Kalla School of Government (JKSG) Bekerja sama dengan Universitas Muhammadiyah Yogyakarta
Host By:
By Faculty of Social and Political Sciences Universitas Muhammadiyah Yogyakarta WELCOMING REMARKS
Assalamu’alaikum Warahmatullahi Wabarakatuh
The Honorable Rector of Universitas Muhammadiyah Yogyakarta, The honorable representatives from Co-host University partners, Distinguished Speakers, Executive committees, Ladies and Gentlemen
In the name of Allah, Most Gracious, Most Merciful irst of all, let us thank to Allah Because of His blessing, we can meet here today eace be upon our prophet Muhammad who had changed the world from the darkness into the lightness
First of all, on behalf of the Faculty of Social and Political Sciences, Universitas Muhammadiyah ogyakarta, it gives me great pleasure to e tend a very warm welcome to you all
We are meeting here for three days to attend the First International Conference on Social and Politics 2016. The world is changing The global, national, as well as local political and social landscapes are shifting arieties of social and political challenges emerge and need to be addressed properly Therefore, the primary aim of the conference is to encourage academic debate and dialogue between scholars from different disciplinary approaches in order to promote better understanding of our changing social and political world
I am very pleased to inform you that, around one hundred distinguished speakers consisting of distinguished professors, lectures as well as students are attending this conference and presenting their views, ideas, and research on wide range of social and political issues The papers presented in the conference will cover a wide range of remarkable issues and topics In general, it can be categori ed into three main clusters
Within the cluster of politics and governmental studies, the conference will discuss variety of essential issues and topics, among others, public policy, good governance, transparency and bureaucratic reform, e-government, political parties, local politics, sustainable development, environmental issues, gender, human rights, Non-Governmental Organization (NGO), Small and Medium si ed enterprises
Within the cluster of international studies, the conference will discuss many thought-provoking issues and topics, such as, diplomacy, regional integration, AS AN conomic ommunity, Indonesian foreign policy, global and regional security, human rights, gender, foreign direct investment, foreign aid, border, disaster management, Islamic perspective and the American role in the world
Within the cluster of communication studies, the conference will focus on various interesting issues and topics, among others, public relations and media relations, advertising strategy, social media, information technology, internet freedom, e-commerce, media and celebrity, open sourced software, culture and tolerance, as well as movies
Internatonal Conference on Social Politcs iii I wish to thank to the rector of Universitas Muhammadiyah Yogyakarta for providing generous fnancial support for organi ing this seminar I wish also to e tend my gratitude to our university partners and collaborators: Universitas Islam Indonesia (Indonesia), Universiti Utara Malaysia (Malaysia), linders University (Australia), Universitas Indonesia, Universiti Kebangsaan Malaysia (Malaysia), Universiti Sains Malaysia (Malaysia), Khon Kaen University (Thailand), De a Salle University (The hilippines), Korea University (South Korea), Adam Mickiewic University ( oland) and Asia acifc Society for ublic Affairs (A S A) I wish to thank to all the distinguished presenters and participants who mostly coming from various part of Indonesia as well from foreign countries And the last but not least, I wish to thank to the chairman of the executive committee, Dr Eko Priyo Purnomo and all of the committee members who have worked hard and tirelessly to prepare the seminar
Finally, it is my most sincere hope that the conference will stimulate a thoughtful academic dialogue and all of us will beneft from a healthy e change of ideas n behalf of the aculty of Social and Political Sciences, Universitas Muhammadiyah Yogyakarta, I now declare the International Seminar on Social and olitics offcially open
Wassalamu’alaikum Warahmatullahi Wabarakatuh
Yogyakarta 26th January 2016
Dr Ali Muhammad Dean, the Faculty of Social and Political Sciences Universitas Muhammadiyah Yogykarta
Internatonal Conference iv on Social Politcs FOREWORD
Assalamualaikum WR WB, In the name of Allah, Most Gracious, Most Merciful All praise is due to Allah, the ord of the orlds May peace and blessings be upon our rophet Muhammad, his family and compan- ions Honourable guests, Rector of Universitas Muhammadiyah Yogyakarta, Co-host University partners, ecutive committees, all of the participants, ladies and gentlemen irst of all, I would like to e press gratitude to Allah for invaluable blessing us Therefore, this event can be held at Universitas Muhammadiyah ogyakarta (UM ), Indonesia I would like to express warm greetings and welcome to all of you who participate in “the 1st International onference on Social olitics (I S ) Faculty of Social and Political Sciences Universitas Muhammadiyah Yogyakarta in collabora- tion with the Asia acifc Society for ublic Affairs, Universitas Indonesia, Universiti Kebang- saan Malaysia, Universiti Sains Malaysia, Khon Kaen University, Maejo University, De La Salle University, Korea University, Universitas Islam Indonesia and Adam Mickiewic University or- ganize the International Conference on Social Politics under the topic of “the Challenges of Social Sciences in a hanging orld This conference aims to provide a platform for scholars, researchers and practitioners to share their insight, ideas and e periences Globalization and the increasing of interconnection among actors bring both opportunities and threats ross cutting issues such as the development of technology, global economic crisis, glob- al warming, forced migration, terrorism, democracy and contagious diseases have emerged and need to be responded properly To beneft from the opportunities and to manage the threats, un- derstanding and cooperation among actors whether on an international, national or local level are required to deal with those cross cutting issues Those several questions should be dealt whether in term of level of territories such as international, national and local; in term of a theoretical or prac- tical level Those ideas and arguments can be found in these proceedings For example, in the global level, some scholars suggest that the leaders and institutions must realize how the new rules of the game for global governance will affect their countries and insti- tutions They must build the social and political skills to involve in international arenas actively At the same time, they can minimise the impact of global change on the economic and social futures of their countries and communities In the national and local level, the idea of decentralization of decision-making and democra- tisation creates more challenges In times of transition, scholars and organisations must un- derstand how to develop cooperation and collaborate with multiple layers of government and also networks of interested parties At the same time, the leaders at local and regional levels should work beyond central governments properly to build relationships with global players, international civil society, and supra national institutions With regards to above mentioned, this event is expected to contribute to solving the problems of dynamic global changing I am really aware that together with all of you, we can fnd a new way to support our national interest and local communities dealing with the engagement of the global linked Besides, this conference could develop a mutual understanding amongst schol- ars on social and politics
Internatonal Conference on Social Politcs v I am also highly indebted to the Co-host partners, and to all of the staffs who help and sup- port for the successfully of this event I wish to all of you that this event will be sustainable and contribute the achievement of knowledge on public policy signifcantly nce again, thanks to all of you and en oy the conference Wassalamualaikum WR WB.
Yogyakarta 26th January 2016 Eko Priyo Purnomo, MRes., PhD The Chair of ICSP 2016
Internatonal Conference vi on Social Politcs TABLE OF CONTENTS
Welcoming Remarks ...... III Foreword ...... V
CHAPTER 1
MARKING SOCIAL ISSUE ON SOCIAL MEDIA: CASE STUDY OF SOCIAL MEDIA’S TRENDING TOPICS REPRESENTING URBAN ISSUE IN YOGYAKARTA ON TWITTER ...... 913 Ayu Amalia and Mohammad Sani Suprayogi STREAMING RADIO AS AN ALTERNATIVE SUPPORTER COLLECTOR: CASE STUDY ELJA RADIO AS SLEMANIA RADIO ...... 923 innie orraine innarta and aridhian Anshari UTILIZATION OF INFORMATION TECHNOLOGY FOR MINIMAZING ASYMMETRIC INFORMATION: A CASE STUDY OF UTILIZATION OF IN ORMATION TECHNOLOGY TO BUILD ACCESS TO EQUITABLE INFORMATION IN THE REGION OF SOUTH TANGERANG ...... 931 Siti Samsiyah, Made Yudhi Setiani, and Yanti Hermawati INTERNET FREEDOM IN ASIA: CASE OF INTERNET CENSORSHIP IN CHINA ...... 937 Zainuddin Muda Z Monggilo IMPACT OF SOCIAL MEDIA ON COMMUNICATION POLITICS: CASE STUDY OF CAMPAIGN ELECTION OF REGIONAL HEAD OF RIAU ...... 953 A ma Shafariani, Nurul Haf ah, iwin Saputra, Nurahmi, Surya, and Shahril Budiman E COMMERCE AS CONSUMPTION AGENTIN NEW MEDIA ...... 963 Zein Mufarrih Muktaf IMPLEMENTATION OF HEALTH REFORM IN EXCELLENT SERVICE HEALTH COMMUNICATION WHO GET MEDICAL TREATMENT ABROAD FOR PATIENTS IN PADANG CITY (PHENOMENOLOGY STUDY OF PATIENTS GETTING MEDICAL TREATMENT IN MALAYSIAN HOSPITAL) ...... 971 Elva Ronaning Roem and Nadra Ideyani Vita
CHAPTER 2
ENHANCING ADVERTISING STRATEGY BASED ON DIGITAL CULTURE ...... 981 Yuni Retnowati THE MEDIA AND CELEBRITY INVOLVMENT IN HUMANITARIANISM: FROM MORAL COMPELLING TO LIFESTYLE ENDORSMENT ...... 995 Made Fitri Maya Padmi
Internatonal Conference on Social Politcs vii IMPRESSION MANAGEMENT & PUBLIC DIPLOMACY PRESENTED BY THE PRESIDENT OF THE REPUBLIC OF INDONESIA: A COMPARATIVE ANALYSIS ON THE IMAGE MANAGEMENT STRATEGY OF SBY AND JOKOWI AT APEC CEO SUMMIT ...... 1007 Inri Inggrit Indrayani IMPLEMENTATION OF OPEN SOURCE SOFTWARE POLICY: STATE MINISTRY OF RESEACH AND TECHNOLOGY ...... 1019 Hariyanto E-GOVERNMENT AND PUBLIC COMPLAINT: HOW LAPOR! IMPROVE THE CITIZEN – GOVERNMENT RELATION ...... 1033 Tutik Rachmawati and Nataya Anindita THE UTILIZATION OF ELECTRONIC PETITION (E-PETITION) ...... 1045 AS THE CHANNEL FOR PUBLIC ASPIRATIONS IN INDONESIA ...... 1045 anti Hermawati and Irsanti iduri Asih PERSONAL BRANDING OF ANIES BASWEDAN THROUGH FACEBOOK AND TWITTER ACCOUNT: STUDY OF IMAGE GRID ANALYSIS IN BANJARMASIN SOCIETY AGE 17 – 24 YEARS ...... 1051 Setyastuti, uanita , Maulina, Novaria, Ramadhan, and ebrian Anshari
CHAPTER 3
THE DEVELOPMENT OF TOLERANCE VALUES IN ISLAMIC SECTS TO THE SOCIAL NETWORKING IN BANYUMAS DISTRICT ...... 1065 Abdul Rohman MEDIA FRAMING OF SYRIAN REFUGEES: WHERE GULF COUNTRIES? ...... 1073 Tri Hastuti Nur R and Ertika Nanda EFFECTS OF KOREAN DRAMA IN AUDIENCE EXPECTATIONS ...... 1087 ABOUT INTIMACY IN ROMANTIC RELATIONSHIP ...... 1087 Sekarta i Anisa utri and Dorce Dorothy iscarisa DEVELOPMENT OF MOTIVATIONAL VIDEO FOR MEDIA LITERACY FOR SENIOR HIGH SCHOOL STUDENT AS A DRUG FREE YOUTH MOVEMENT ...... 1097 itra Dewi Utami and Budi Dwi Arifanto PUBLIC RELATIONS & MEDIA RELATIONS (CRITICISM ON THE ENVELOPE CULTURE IN MEDIA RELATIONS OF EDUCATIONAL INSTITUTIONS IN YOGYAKARTA) ...... 1107 Adhianty Nur anah, ulan idyasari, and ri ki ulianti Nurnisya
Internatonal Conference viii on Social Politcs CHAPTER 1 Internatonal Conference 912 on Social Politcs MARKING SOCIAL ISSUE ON SOCIAL MEDIA: CASE STUDY OF SOCIAL MEDIA’S TRENDING TOPICS REPRESENTING URBAN ISSUE IN YOGYAKARTA ON TWITTER
Ayu Amalia [email protected] Communication Department Lecturer of Universitas Muhammadiyah Yogyakarta
Mohammad Sani Suprayogi [email protected] Information Technology Lecturer of Universitas Semarang
Abstract
Internet as super highway of mind, a monumental evidence of technology sophistication, a living proof of rapidly information shift, has brought tremendous change in our daily and social life. Social media, as part of it, has become our need to communicate digitally, in such an elaborate way, media that represents many perspectives, rapidly changed into crucial keywords and trending topics. Yogyakarta, as one of the big cities in Indonesia known as ’Kota Pelajar’, contribute largely in the Social Media, thanks to its youngsters. A city with 63 % of internet penetration rates, came second after Jakarta, according to APJII in 2014. Yogyakarta also known as the favorite destination for tourists, with great deal of tourism potential, also has emerging social issue related to tourism phenomenon. #JogjaOraDidol are some of the trending topics on social media, which showed public concern about the rampant construction of hotels in Yogyakarta, affecting socially amongst Yogyakarta citizen.Social media’s trending topics could be considered as information, though hardly worthy, by the lack of defnite validity standards. These particular information should not be missed by policy makers who took a signifcant role in managing Yogyakarta as tourism destinations and also a comfortable city to live for its citizens. Undeniably, Social media has become a source of information that can be selected and used as a basis in determining a campaign strategy in a digital world that discuss social issues in the community. This research is seeks to describe the process of data analysis using particular tool to derive data based on specifc keywords or trending topics, and presents those data on statistical graphics and numbers, that can be used as analysis elements to formulate digital campaign strategy dealing with social issues.
Keywords: Computer Mediated Communication, Social Media, Trending Topic, Social Issue, Digital Campaign Tools.
INTRODUCTION the type of communication that is chosen, and Computer-mediated communication their emergence will undoubtedly in uence (CMC) begins with the Internet, but also emerges human communication more broadly in the from a long line of mediated communication years to come (Savignon Roithmeier, technologies such as the printing press, the ) telegraph, radio, the telephone, and television Internet is growing, which was originally Today, however, CMC has evolved as used by certain circles, now can be used a genre of its own Though in some ways a by much wider audience, its users include hybrid of spoken and written language, as individuals from diverse social strata Internet suggests the very use of the terms chat and has spread massively, which originally could discussion to characteri e written interaction only be used by the urban community, now, (Murray, 1985; Uhlirova, 1994; Pellettieri, could be accessed over the remote areas on Savignon Roithmeier, ) Initially, it costs comparatively high, now The medium has its own discourse become more affordable The services offered features These features will vary according to by the Internet Service Provider was initially
Internatonal Conference on Social Politcs 913 restricted, and could only be accessed one of Social Media that can be used as a directional, now become more diverse and medium to form Public Opinion, as described people could accessed it interactively by Elisabeth Noelle-Neumann (1974), public Social Media is one of the results of the opinion arises from an interaction of individuals development of the Internet, emphasizing on with reviews their social environment the concept of social and interactivity amongst Micro blogging is text messaging and a users, social media became one of the most little more It can be as effortless as sending a widely used services on the internet (A II, text message from your cell phone to a select ) group of friends Anyone can micro blog as Social media users in Indonesia, often as they like, and can promptly read posts are one of the highest in the world, with from other like minded bloggers Micro blogging acebook and Twitter are the most frequently includes the ability to send messages, audio, used platforms (Brand , ) Usage video, and even attached fles it empowers of Social Media today`s not only restricted users to make friends; get directions; give and for private purposes, but has been used to receive advice; review books, restaurants, e press opinions for the greater good The products and services; update customers; emergence of particular movement initiated inform clients; send calendar and event notices by the public initiated by the time eruption and news and more (Safko, ) of Merapi took place on 2010, proved that Micro blogging began with the advent Social Media could be used as an effective of the web log, or blog After some time spent communications medium for spreading writing lengthy, detailed accounts, people informatif, when we can’t rely on mainstream began to post more condensed, convenient, media at that particular moment portable, personal versions of their Social Media is one application that conventional blog posts into something that allows users to organize the production was termed a micro blog Micro blogging was and distribution of information (data) to immediately hailed as conventional blogging’s become much more personal, it is known as easier, and faster These benefts rapidly a user generated content platform Unlike made micro blogging an increasingly popular the mainstream / conventional media in form of social interaction and communication, general, where the users could only consume which people began using to seek and share information in one direction Social Media information and daily activities based on user-generated-content allows ne of the very frst providers of the users to communicate interactively microblog was a company called Twitter, User-generated-content comes from essentially providing technology that offered regular people who voluntarily contribute data, a simplifed blogging service information, or media that then appears before Twitter was born in March 2006 as the others in a useful or entertaining way, usually on result of an R & D project at the San Fransisco- the Web—for example, restaurant ratings, wikis, based start up company, called bvious, and videos The use of such content has seen It was initially used by the company’s own rapid growth in recent years, in part because employees to communicate internally, and it’s fairly inexpensive to obtain (users normally launched to the public seven months later in supply it for no charge) or content suppliers, ctober n March , , Twitter s the process can be rewarding because it lets offcial debut took place at the annual South by them receive recognition for their contributions Southwest (S S ) meeting in Austin, Te as (Krumm Davies, ) and it won the South by Southwest eb Award Use of Social Media that are discussed in the blog category ack Dorsey bvious in this research, related to the phenomenon and the man behind the concept of of user-generated-content, is limited to use Twitter---gave a humorous acceptance speech: of the platform Social Media known as micro ”We’d like to thank you in 140 characters or blogging, as applied on Twitter, as a platform less And we ust did (Safko, )
Internatonal Conference 914 on Social Politcs In accordance to this, Twitter is a micro Followers will move dynamically, if a Twitter blogging and social networking service that account owner does not protect his account, allows its users to send and receive brief so that it can be seen and followed by others (140 characters or less) text-based, micro Twitter user account, freely post instant messages that are referred to as Use of Social Media is now increasingly tweets (Safko, ) directed to the emergence of topics marked Twitter is a social medium specifcally hashtag (#) to manage information, such as created to enhance communication Twitter anxiety Yogyakarta citizens concern towards is a service for friends, family and coworkers the relatively massive construction of hotels to communicate and stay connected eople and shopping malls in Yogyakarta, which can ”share their current activity or state of mind eventually les emergence of #JogjaOraDidol with friends and strangers hris infeld as trending topics amongst Twitter users deems Twitter a ”word of mouth engine” for surrounds ogyakarta small business or dealing with particular With the dramatic rise of text-based issues to power better relationships (Safko, social media, millions of people broadcast ) Users can receive updates through their thoughts and opinions on a great variety the Twitter web site, instant messaging, SMS, of topics This research trying to provide RSS, or e-mail, or through an application answer on ’Can we analyze publicly available such as Tweet Deck or acebook data to infer population attitudes towards Before its release to the public, Twitter certain topic?’ was used as a research and development Related to that phenomena, the ways tool within bvious, Twitter has been in in which people use Twitter may relate to the the news media over the last year due to its kind of content posted and hence the issues use as a hyper grapevine news resources that emerge from an analysis of trending And it has been credited with breaking news topics An early small qualitative study about signifcant current events and natural suggested that Twitter was used for informal disasters (Safko, ) social interactions (D Zhao Rosson, ) This was corroborated by a later study of 317 users which found that people needing to informally connect with others were more frequent Twitter users ( hen, ) The idea that Twitter is used for interaction rather than just broadcasting was supported by research which found that messages targeted at individuals were often (31% of the time) responded to (Honeycutt, Herring, ) Moreover, although tags seem to be used in most systems to organise content or to aid information retrieval (e g , Dotan Zaphiris, 2010), Twitter hashtags tend to help organise Figure 1 Twitter User Profle template conversations rather than content (Huang, Thornton, fthimiadis, ) Hence there There are several important indicators is a wide range of types of information that in a Twitter profle page, as shown igure support the thesis that Twitter is a space The indicators are Tweets, number of supporting signifcant social interactions posts were uploaded to the Twitter platform Despite this, however, people may also use Following, is the number of users of Twitter it for specifc information needs (e g , Hughes accounts that you follow, while the Followers alen, ) is the number of Twitter users who follow your The activities for organizing the Twitter account Amount of Following and information in Social Media are often referred
Internatonal Conference on Social Politcs 915 to as the ampaign ach ampaign need to on higher Education levels in Yogyakarta, be measured to indicate its effectiveness, until in accordance with this research, students, now there is on exact or identical instruments categorized as a class of people with to measure it, so that the stakeholders wasn’t ‘technological literacy’ as well trained to think able to experienced the campaign impacts, critically especially among public offcials as regional Yogyakarta is a city marked by the policy makers diversity of the cultural background of its citizens (Subkhan, 2007), The phenomena RESULTS happened as a Renault, Yogyakarta as a designation that draw people to proceed their Social Issues amongst Yogyakarta Netizen education in this city, in addition to Yogyakarta Yogyakarta known as the favorite as a city that still uphold the Javanese culture, destination for tourists, with great deal with certain uniqueness that could evoke of tourism potential, with destinations “sense of belonging” for anyone who ever ranging from cultural tourism destination, lived in this city natural tourism destinations, to a shopping Yogyakarta also one of the big cities in destination Tourism is one of the pillars to Indonesia that contribute largely in the Social drive economic aspects amongst Yogyakarta Media, thanks to its youngsters A city with citizens, it is not surprising that many aspects % of internet penetration rates, came second that supports tourism sector prepared by the after akarta (A II, ) government, even in its management, the Twitter and microblogging as part of government involved the private sector Social Media phenomenon aren t ust U S Hospitality is an aspect that stands out phenomena; where Twitter was invented, as supporting the tourism sector in ogyakarta nowadays, microblogging is widely popular So far there have been 1,071 hotels with a around the world, according to Nicole variety of types, ranging from hostels, budget ( ), e plaining about Sysomos Inc which hotels, boutique hotels, to the hotel with fve is Toronto-based social media analytics star standard management (B S, ) company ompany s agship product, which Yogyakarta tourism potential has attracted creates Media Analysis latform (MA ), mines a number of investors, which majority is and analyzes content from social media or networked (chained hotel management) user-generated content to create a picture of domestic or abroad, such as Santika group, media coverage Sysomos, Inc announced in T okro group, Ibis, Accor, Hyatt, and many January 0f 2010 that Twitter is still growing in more popularity internationally Growth in countries Convenience to arrange travel like Germany, Brazil, and Indonesia have personally, without assistance of tour & travel led to the ever-increasing numbers of users agents, supported by the development of around the world (Safko, ) the internet and gadgets, makes travelling a According A II ( ), Social Media is lot easier to do, and also easier to arrange an activity that is often performed by internet based on traveler s budget It also supports users, but now its use has begun to shift, the increasing number of tourists visiting simply from personal use, now begin to be ogyakarta Arranging trip to ogyakarta on used for broader needs ogyakarta with regular basis is not impossible to be done all its diversity, has the potential to cause Yogyakarta, besides known as a leading social and urban problems, it would need tourist destination in Indonesia, also known the participation of the community together as the ‘City of Students’, where the majority with the authorities, resolve social problems of it’s residents are students, according to the ublic offcials are the e pected authorities Database of Higher Education (Pangkalan to solve these social and urban issues, but Data DIKTI) on there were without the support of the community, efforts students from all educational levels serving of the government, unlikely achieved
Internatonal Conference 916 on Social Politcs It most likely carried out by the the term ‘Friend’, while Twitter use ‘Follower’ community to help the government, is to as a mark of friendship on the environment e press the aspirations and oncern The Internet also allows the emergence of virtual most effective media used to express such communities that can only be found online, aspirations, is the mass media, but due to the while users are connected to the Internet limited reach of the mass media itself, this On online communities especially in time people began to turn to the use of Social new media, encouraging participation is one Media which has a wider and direct range of the greatest challenges ven if the social #JogjaOraDidol are some of the media channel offers the fancy tools for chat trending topics on social media, which or have great features for fulflling users showed public concern about the rampant need, but if the community members are not construction of hotels in Yogyakarta, affecting participating or interacting each other the demographically and socially amongst community will not ourish The ecological ogyakarta citi en cognition framework proposes that in order Social media’s topics using hashtag (#), for actors to carry out a participatory action, could be considered as information, though such as posting a message, there needs hardly worthy, by the lack of defnite validity to be a desire to do so, the desire needs to standards These particular information be consistent with the actor’s goals, plans, should not be missed by policy makers who values, beliefs and interests and they need took a signifcant role in managing ogyakarta to have abilities and tools to do so (Bishop, as tourism destinations and also a comfortable ) It is mean that all the community city to live for its citi ens Undeniably, Social members should be involved to the issues media has become a source of information that developed in the community that can be selected and used as a basis When one community is built by the in determining a campaign strategy in a members of the group, the “buzzer” will be digital world that discuss social issues in the born The bu er itself can be defned as the community person who brings a big in uence on their This research is seeks to describe the communities It can be an artist, a politician, a process of data analysis using particular tool public fgure, a writer, or an only ordinary person to derive data based on specifc keywords or who has a certain unique characteristic which trending topics, and presents those data on can make these people be accepted by whole statistical graphics and numbers, that can be members of the community The e istence of used as analysis elements to formulate digital such communities is often brought about by campaign strategy dealing with social issues people who share similar goals, beliefs or values, with such commonality forming the Social Media Analysis basis of an agreement to form and sustain a Humans as social beings who need virtual existence (Figallo, 1998) on Bishop, other people to socialize, it is a strating ) point where people can develop a network One of the Internet character is enabling of friends who bring up certain topics of any kinds of data stored in the Internet, it will intensifed conversation Humans have a never be lost, as stated by Professor Viktor- distinctive communication patterns, where Mayer Sch nberger of the Oxford Internet the proximity factor will determine the extent Institute, in his book ‘Delete: The Virtue of to which a sub ect can be e plored orgetting in the Digital Age in Mayer Each technology is designed to meet Sch nberger citing a statement krom Andrew human needs, one of them by adopting habits Feldmar, a well-known psychotherapist from done by humans Social Media is a form of Canada, with his infamous case on 2009, this technology that adopt one human habits who accomplished professional with no criminal likes to socialize, to communicate with each records, unfortunately got tangled on the web other, as in Facebook that connects users with of law, when he crossed US–Canadian
Internatonal Conference on Social Politcs 917
Figure 4 High Impact border, as he usually did, he got caught by the to perform data analysis on social media local authorities that run a background check eng, De Andrade Barbosa, and Torres on him, unluckily series of informations came (2012) explain that this method is retrieved up under Feldmar name, which was an from social media websites, analyzed for incident happened four decades ago, when sentiment, and categorized by topic and user Feldmar using LSD, which is considered as demographics The information (data) then illegal chemical compound in the United archived in a data warehouse and various States and anada urthermore, eldmar interfaces are provided to query and generate commented on that incident, “I should warn reports on the archived data people that the electronic footprint you leave However, the process of reading the on the Net will be used against you It can not information (data) conversation on Social be erased (Andrew eldmar, , as cited Media is a challenge, Stieglitz and Dang-Xuan by Mayer Sch nberger, ) ( ) confrms the data in social media tend The statement confrming assumption to be unstructured, researcher would need to of researchers, that the digital trace that we utilize tools to make it easier in the reading leave on the Internet will only be piled up to process almost invisible, but it will never disappear, Several tools are available in the as we stated as ‘internet never forget’, very market can already be applied as a reader unlikely compared to the chatter that often information (data) conversations, these tools occur amongst men, whereby information can also display structured data, but there’s after discussion (chat) came to an end, then no monitoring tools that named as the best the information can’t be stored on the long monitoring tools, so there’s need to compare term, while the ‘conversation’ that occurred in respectively each tool to test the validity of Social Media will always be stored and could data generated (Stavrakantonakis, Gagiu, be recalled easily, with persistent and reliable Kasper, Toma, and Thalhammer, 2012), on data the other hand the available monitoring tools ‘Conversation’ that occur in Social has applied method of processing data (data Media, was originally designed for a specifc mining), which includes the process of ETL community, as what Mark Zuckerberg did (Extract-Transfer-Load) so can be considered when designing Facebook that can only to be applied as a proper reader information be accessed by the scope of his campus (data) conversation networks ( hillips, ) Monitoring tools that researchers use Over time, the conversation on are TweetReach and KeyHole , which where Facebook can now be accessed by users both monitoring tools are only accessible who are outside the circle of friends, as well for a fee, but the Keyhole facilitate trial for as by making a topic on Twitter, with the use of three days, while Tweet Reach provides hashtag (#), in accordance to this, Facebook a free version, limited to frst tweet has provided Facebook page and Facebook with a span of days There s also olaris group concept community , as monitoring tools do derived sentiment from the same amount and same characteristic Marking “Conversation” on Social Media information (data) Data conversation is in Social Media Basically, various kinds of Social Media tend to be unstructured linguistically, monitoring tools, for example TweetReach they appear randomly, irregularly, with and KeyHole could only be accessed with unpredictable frequency, e cept that the data certain fee, but KeyHole facilitate free trial contained in Social Media is owned by a for three days, while Tweet Reach provides a service provider (Twitter) so that anyone who free version, limited to frst tweets with a would analyze those informations (datas) will span of days encounter obstacles These monitoring tools, perform Social Media Data Mining is one method the monitoring process which began on
Internatonal Conference 918 on Social Politcs November , to December , Exposure or can be also referred as the The expected information (data) are the Impression, the amount messages exposure number of posts, number of authors, number on the audience, i e number of the read of reach, and the amount of exposure, in message in timeline on limited time addition we can track the time range (time Reach, is the scope (extent) of the frame), which states when #JogjaOraDidol message, i e number of people who receive discussed in many conversations, which in the message within a certain time frame turn these informations will be displayed in The difference between the exposure graphical form and reach, is where exposure will count the Onward, we will explained about several number of the read message on the same things that will be measured and analyzed, the account, while reach will count the number of Post, the number of conversations that appear Twitter accounts that received the message, within a certain time frame, components that calculated without repetition are associated with Post, includes an original This research also discussing about post, reply (reply), retweet (spread) sentiment that can be understood as Author is an individual involved in a comments that appear as response to the conversation in a certain time frame, the #JogjaOraDidol topic, where the comments components related to author is the original which came from a wide range of Twitter author, spreaders, and respons providers user’s that has a positive, negative, or neutral Tweeting and Following constitute the tendency, depends on the perspective applied two way communication and trusted network by users of the Twitter account that drive the micro blogging community Figure 2 is the result of analysis using Any time someone we are following ceases Keyhole monitoring tools, while Figure to deliver relevant, ”What’s in It for Me?” 3 is analisis result using TweetReach content, we can simply decide to ”unfollow” for monitoring og a raDidol The data that person This is the power of permission obtained from these monitoring tools have a based communication, whereby we choose slightly different who is allowed to communicate to us pting not to follow someone is like having our own built in, user controlled spam flter (Safko, ) Figure 2 KeyHole Data
Figure 4 High Impact
Internatonal Conference on Social Politcs 919 towards urban problems, that occurred in Yogyakarta, related with the rapid and massive construction of hotels in ogyakarta For this reason, each user does not have to be the one who initiated the topic, but suffciently enough to redistribute those particular information This is consistent Figure 3 TweetReach Data with the percentage that showed the biggest contributor of content with highest rates of By monitoring conversations for 8 days reach and impressions (exposure) as shown the results are, that topic started by dozens of on fgure people, could reach hundreds to thousands of people These particular do ens of people, often known as bu ers or ma or in uencers In any media, there will always be some persons who will be identifed as ma or in uencers or in some media called bu er The in uencer or bu er is the person who has a large impact to their community, in the real world this kind of person called opinion leader ikely in the real world, in the virtual world there is some person who has power to in uence the movement of the crowd These people become the opinion leader on their online community Identifying these in uencers or bu ers is easy, those bu ers is always come with a powerful characteristics Figure 5 Share of Posts and famous as an individuals who have the Figure 5 showing share of post from respect and authority among peers and the Keyhole monitoring tools that summarizes propensity to make recommendations and than 68 accounts involved in #JogjaOraDidol frequently interact with their own networks topic during the last days These data showed (Apriyani, ) as much as or users who perform People in social media, especially RT (retweets) related with #JogjaOraDidol on Twitter are tending to be involved on information (data), or users are particular issue which they feel related to it the authors who initially posts information So, when a buzzer shares their personal view containing or related with #JogjaOraDidol, about some issue rather than formal info, the and total users who responds towards this interest rates from the friends or followers original posts defned by the number of will also rise In other way, the audience or in or authors this case the “followers” will be more interest Based on Figure 6 and Figure 7 to the issues if the buzzers commented on also shown that the highest number of certain issue using their personal perspective conversations were conducted on November or e perience 27, 2015 consisting with the weekend, These people will keep their followers while December 4, 2015 concurring with keep interested in any kinds of informations the beginning of the month, there were related to themselves, as listed on fgure that fve ( ) users who considered as the ma or indicates some ma or in uencers (authors) on contributors or users with the highest impact Twitter with the highest impact, often known on #JogjaOraDidol topic, as can be seen in as buzzers, which is widely known in the igure realm of Twitter, because of their concern
Internatonal Conference 920 on Social Politcs of information-gathering behavior that has always meaning to fnd out what other people think Kouloumpis, Wilson, and Moore (2011) said that displaying the conversation on Twitter using the hashtag (#), proved to be a useful baseline data to determine the sentiment of the conversation A common approach to sentiment analysis is to use a lexicon with information about which words and phrases are positive and which are negative ( ilson, Figure 6 Timeline by KeyHole iebe, Hoffmann, ) Nevertheless, Hirschberg and Manning (2015) states that NLP resources and systems are available only for high-resource languages (HRLs), such as English, French, Spanish, German, and hinese In contrast, Figure 7 Timeline by TweetReach many low-resource languages (LRLs)—such as Bengali, Indonesian, Punjabi, Cebuano, and Swahili—spoken and written by millions Furthermore, from the conversation of people have no such resources or systems monitoring during 8 days, researchers found available negative sentiment, positive It becomes a new challenge to perform sentiment, and neutral sentiment as sentiment analysis on Indonesian language shown in igure In this research, we need to make adjustments Sentiment analysis and opinion mining for each outcome sentiment that appears, to are felds of study that analy es people s obtained the most accurate results opinions, sentiments, evaluations, attitudes, and emotions from written language ( iu, CONCLUSIONS ) Results from the analysis on
unstructured conversation, after processing and analysis using monitoring tools, the information (data) can be read easily A topic that is being discussed in social media also legible through presented data However, we can not rely on one type of monitoring tool because each monitoring tool has its own benefts and disadvantages It is necessary to do comparison test amongst monitoring tools available in the market Nowadays, people tends to use several monitoring tools Figure 8 Sentiment Graph proceeded by creating estimation on results Liu (2012) states, sentiment of the data gathered analysis and opinion mining are the most Based on the gathered data on active research areas done in natural #JogjaOraDidol topic during the last 8 days, language processing (NLP) and also widely from November 27, 2015 until December 4, studied in data mining, web mining, and text 2015, we got that posting was initiated from mining, confrmed by ang and ee ( ) frst or original authors that could reach that these feld of studies are important parts hundreds to thousands of impressions or
Internatonal Conference on Social Politcs 921 exposures, thanks to the massive deployment Baute, Nicole ( ) “Tracking web chatter of social media users This is consistent with to uncover trends Toronto Star our research early assumption, that social Retrieved media is a form of technology developed from eng, , De Andrade Barbosa, , Torres, human behavior which is socializing with ( ) each other to discuss and share any kinds of information Krumm, , Davies, N , Narayanaswami, #JogjaOraDidol topic in the realm of ( ) User generated content IEEE social media can be used as a ’marker’ to Pervasive Computing, ( ), confrm that people of ogyakarta possess certain concern for the city they lived in, Neumann, lisabeth Noelle ( ) The Spiral related to urban problems These concerns of Silence A Theory of ublic pinion The Journal of Communication, ( ) are expected to become reference for public offcials who have the authority to regulate hillips, S ( ) A brief history of acebook administrative regions such as ogyakarta the Guardian, 25,
CITATION AND REFERENCE Safko, on ( ) The Social Media Bible, nd A II ( ) Profl Pengguna Internet edition Tactics, Tools and Strategies Indonesia 2014 ( Marius S for Business Success anada ohn Anggoro ds ) akarta Asosiasi iley Sons, Inc Penyelenggara Jasa Internet Savignon, Sandra altraud, Roithmeier Indonesia ( ) omputer Mediated Apriyani, ma ( ) Are ou Bu ommunication Te ts and Strategies Enough? The Asian Conference Calico Journal, ( ), p p on Arts and Humanities Offcial Stavrakantonakis, I , Gagiu, A , Kasper, H , Proceeding. saka, apan http Toma, I , Thalhammer, A ( ) iafor org archives offprints acah An approach for evaluation of social offprints A AH pdf media monitoring tools Common Bishop, ( ) Increasing participation Value Management, in online communities A framework Stieglit , S , Dang uan, ( ) Social for humancomputer interaction media and political communication: Computers in Human Behavior 23(4): a social media analytics framework Social Network Analysis and Mining, B S ( ) TINGKAT PENGHUNIAN 3( ), doi KAMAR (TPK) HOTEL BINTANG s13278-012-0079-3 D.I.YOGYAKARTA BULAN Subkhan, I ( ) Hiruk Pikuk Wacana SEPTEMBER 2015 SEBESAR Pluralisme di Yogya. Yogyakarta: 63,17 PERSEN Daerah Istimewa Kanisius Yogyakarta: Berita Resmi Statistik Retrieved from http yogyakarta bps go id Brs view id
Brand ( ) akarta The Social Media apital f The orld Retrieved 24 November, 2015, from http:// socialmemos com social media statistics-for-indonesia/
Internatonal Conference 922 on Social Politcs STREAMING RADIO AS AN ALTERNATIVE SUPPORTER COLLECTOR: CASE STUDY ELJA RADIO AS SLEMANIA RADIO
Finnie Lorraine Linnarta and Faridhian Anshari [email protected] and [email protected] Faculty of Communication. Pancasila University, Jakarta
Abstract
January 2013, was the historical day for Elja Radio. This streaming radio was created with unique characteristic compared to the other streaming radio that has been broadcast in Yogyakarta. Offcially, Elja Radio was created and managed to be established by PSS Sleman’s supporter, which is a hardliner supporters from football club PSS Sleman. This radio use internet as a major power in the process of this broadcast, and immediately become popular among supporters club in Yogyakarta. Their broadcast content puts the song in the style of football patriotism, as well as live broadcast whenever PSS Sleman was playing football match. This unique content can managed bring 100 listeners every day in the frst year of their outstanding range. The creator, Dian Rizki Irvan was successful summarizing and collecting the aspirations from PSS Sleman’s supporter. Currently, the movement of Elja Radio still broadcasts with much content that emphasizes compactness as well as the aspirations of their supporters. For the management, this radio also managed by the club’s supporters. Based on the uniqueness of the case study, the researcher will try to see the broadcast program up to the event as well as any business that is trying to run by Elja Radio in hook and attract football fans to join supporter of the club PSS Sleman. The researcher will also see the stage from the radio to collect the supporters as their listener. This study will use qualitative methods, relying on in-depth interview as a toll to explore the data. Interview subject chosen was the founder, the program director, and loyal supporter who are also the loyal listener of Elja Radio.
Keywords: Radio, Streaming, Supporter, Football club.
A. INTRODUCTION freedom to access information The diversity In line with the development of of information on the Internet became the technology that is increasingly sophisticated, new resource of information which cause many innovations that humans do to mass media audiences excited to move from make existing technologies become more the old mass media (old media) to new mass advanced technology and attractive than media (new media) previous As we can see telecommunication With the advent of new media, today progress growing, its presence is now used some media time shifted following the as a media to share information Many development of new media is considered mass media both print and electronic are easier in the process of information vying to become the means providers and dissemination Radio is one of them Radio disseminators of information ne of the is no longer like a radio in general, with new development of communication technology in media, it make conventional radio broadcasts delivering information is through the Internet change their radio format into the Internet radio media If you look at the phenomenon of the (Internet Radio) Internet radio has several Internet presence today, there have been advantages, one containing streaming media many changes in mass communication that provides audio channels continuously The old mass media (newspapers, radio, without limitation broadcasting operations television) is no longer the only source of such as traditional broadcast media in information The presence of the Internet for general Another advantage streaming radio users of the new media offers a diversity and its coverage much wider because of the
Internatonal Conference on Social Politcs 923 global nature, in contrast to conventional As the radio is fairly nascent, l a Radio radio that his range is limited because it uses has a great desire to maintain its existence an antenna to achieve signal range ith this and of course his listeners Therefore, streaming radio there is no longer distance to continue to improve the listener and and time problem to listen to radio broadcasts supporter PSS Sleman, Elja Radio tried to The development of Internet radio make an interesting broadcast programs is also used by some people as a unifying and its content of all programs broadcast container they have a common purpose, certainly related to SS Sleman Moreover in hobbies, and others, to create a streaming every game PSS Sleman, Elja Radio always radio become a community radio ommunity broadcast live from the stadium Manguharjo, radio is a radio owned by certain groups of Sleman, ogyakarta By doing live broadcasts, people who escape from the in uence of they expected to further increase Elja Radio capitalism are often plagued the private radio listeners who have a love of SS Sleman In With this kind of radio, the latest information, these 3 years Radio Elja movement is much reliable, relevant and can be disseminated growing, especially when there PSS Sleman and e changed more quickly Audience eague place An incredible development for listeners can also express themselves, both streaming radio broadcasting recently but in terms of social, political, cultural and so on already has a lot of listeners rom there the In addition, the community radio broadcasting question arises, how the stages are used l a was also present as an alternative to the more Radio in attracting supporters populist and far from pretension manipulation In this study there were 7 studies of interest ne t party concepts that will be used to determine One of radio streaming implement how the stages used to recruit supporters community radio is Elja Radio, which is in l a Radio as a radio streaming The frst the only community radio with a base of concept (1) Radio, According to Government football supporters Radio was established Regulation No: 55 of 1977, Radio Broadcast for the fans of football, his special club PSS is a radio transmitter that is directed to the Sleman Yogyakarta, which called known as public in the form of sound and the use of Slemania l a Radio was established in radio waves as a medium (2) Convergence January 2013 and became an alternative Media, Changes in old media to new media new media that provide information about bring about a change in the mass media a club named SS Sleman This streaming and ournalism Theodore ay Gordon of radio can be accessed through the Internet Future Group in Noank Connecticutdalam by visiting www el aradio net or use Andorid Hernandes, DG 1996 (In Tamburaka, 2013: applications, I S, and Blackberry Since 73) says that there are four power or force June 2013, registered on the Radio Elja that change the post-industrial world of website og astreamers com as the only radio journalism, namely: The advent of the based community of football supporters in computer age and electronic dominance (3) Indonesia Internet / New Media, a network (network) Radio stream created by Dian Rizki that connects any existing computer in the Irvan along with all three of his colleagues, world and form a virtual community known as they tried to maintain the relationship between the global village (global village) According the club and the fans with a radio broadcast to Mc Luhan (In Tamburaka, 2013: 75) The that can be accessed together, at the same presence of the internet today is almost time, but it can be done from different places, dominated the whole of human activity, and even between countries ith so many even the Internet is not ust a place to fnd support bases PSS Sleman famous attractive information but has now become a source of and creative, up to 30 thousand people make income either individuals or institutions (4) Elja Radio as one of their containers to obtain Streaming Radio (Internet Radio) known information related to SS Sleman as web radio, net radio, streaming radio or
Internatonal Conference 924 on Social Politcs e-radio is an audio broadcasting service transmitted via the Internet (Tamburaka, 2013: ) (5) Management Media Radio, the radio media management will be discussed on the implementation of its management responsibilities through the stages, namely: (Morissan, 2008: 138- 169) (a) Planning, (b) Organizing, (c) Direction and effect, and (d) Monitoring (6) Community, is defned as a special group of people who live in a particular area, have a culture and lifestyle of the same, conscious as a whole, and can act collectively in their efforts in achieving the objectives (Cohen, 1992: 315) , (7) Supporter / Fandom (fantasy, short for fanatic and -dom suffx as in the kingdom or freedom, etc.) is the term used to refer to a subculture that was built by the fans based on the sympathy and friendship with fellow fans others who have the same interests (Karina, ) Here is a schematic illustration of concept studies that have been translated one by one This chart can be seen through the clear progress that evolved into a conventional radio streaming radio because of the convergence of media, and the development of radio broadcasting streaming media management used to be able to attract, recruit and retain listener listener
Internatonal Conference on Social Politcs 925
Radio
Convergence Media
Internet / New Media
Streaming Radio
Feedback Management Media Radio Trawl Stages Community (Listener) Supporter
Supporter/Fandom
Planning
Organizing
Guidence and Influence
Controlling
Internatonal Conference 4 926 on Social Politcs B. DISCUSSION as described above that Elja Radio wants to By looking at the background of the use of recruit fans of football club PSS Sleman which streaming radio as a tool supporter Elja Radio is divided into two supporters are Slemania crawler, then there will be questions about the and the Curva Sud, while also Elja Radio stages of what is being done by Elja Radio in wants to recruit supporters who are outside order to run streaming radio community as a the city or abroad which can not watch the supporter crawler SS Sleman The stages game live favorite club used Elja Radio is as follows, namely; (1) The second phase is organi ing l a Planning, (2) Organizing, (3) Direction and Radio has an organizational structure that is in uence, and ( ) Supervision not complicated, consisting only of Dian Rizki The four stages will be discussed in Irvan (Director l a Radio), Ri qyanta Ifalla more depth, starting from the frst stage of (Program Director), Isnaeni Setyaningsih the planning stage, which in this early stage (Social Media), Bagas Nugroho, riyo ( R), of planning related Elja Radio vision, mission, Syahrul Ramadan (Marketing Division ), Arifn goals and target audience to be achieved Mustafa (Production Division), and Divta In the vision and mission emphasizes Elja anumarta ( ngineering Division) Radio Radio streaming radio community as a streaming newly established during 3 years medium of entertainment and education this has its own way in attracting supporters Media entertainment is meant as a medium through the organization that is by recruiting that provides information related to football, people to become a broadcaster at Radio especially football teams SS Sleman rom l a Since its establishment at the beginning entertainment through broadcast programs of January 2013, Elja Radio broadcasters that always puts songs PSS Sleman, as well recruit frst of the fve e isting broadcasters as provide information that is up to date with who are members of PSS Sleman supporter the keynote speakers which is one of the and there are also those who came from fans SS Sleman In addition to providing outside (non supporter) This is one way l a entertainment, Elja Radio also provide Radio in recruiting supporters, broadcasters education to its listeners ducation that is are indeed the PSS Sleman supporter can intended is to provide relevant information be mendalamin about PSS Sleman to be a about football, for example by bringing the broadcaster at Radio Elja, and not derived doctor or physiotherapist who will be the guest from PSS Sleman supporter, is now a speaker and explain how healing bruises or supporter oined SS Sleman This process others related to the sport of football lanning occurs continuously until the third year the programs made Elja radio broadcast that is founding l a Radio rgani ing Radio l a the spearhead to attract and recruit supporters done to date going well, because every year through media that entertain and educate Its it l a Radio always rotated Initially the frst established goals Elja Radio itself is to recruit year Elja have 5 broadcasters, the following supporters-suppoter that are far outside year is the second year, the fve broadcasters the city (not domiciled in Sleman) ith the in the frst year should get fve more people Elja Radio is the only radio streaming PSS or more to replace them as a broadcaster, Sleman community football club-supporter and 5 shall be taught force broadcasters in supporters are expected to be outside the city the second, and as it was so that Elja Radio or abroad can easily get information about always give birth to a new generation and the club is proud that SS Sleman specially spawned successors that can make Elja when there is a match live PSS Sleman, Elja Radio persist This organi ation is controlled Radio always broadcast live from the stadium by the founder of Radio Elja so its all arranged Manguharjo so-supporter supporters who can and well structured not watch the game can follow the game just The third stage is the direction and by listening to radio broadcasts l a Related in uence, which in this third stage is more direct target audience to be achieved Elja Radio, and give effect to the supporter-supporters
Internatonal Conference on Social Politcs 927 through broadcast programs Elja Radio, via live matches PSS Sleman broadcast Elja Radio, and through the activities carried out Elja in recruiting supporters , This phase is intended to bring the audience carried away by every dish given Elja Radio, and gives effect to the listener about the advantages if listening Elja Radio, especially for listeners who can not watch the game live PSS Sleman will be facilitated by the l a Radio Not only that Elja Radio also provides guidance and in uence by creating merchandise such as Researcher with Elja Radio Announcer shirts PSS Sleman, mugs, scarves, hats, and so forth in order to give effect to the supporters to buy or use the merchandise as a sign of love and pride listeners to his favorite club Broadly speaking, the entire direction and administration of in uence at this stage is very continuous from the previous stages of the planning and organi ing stage The last stage is to conduct surveillance In this fnal stage, more emphasis on the overall level of control stages, starting from the frst phase, the second to the third here all four levels have a continuous groove that plan, organizational structure and then provide Researcher with PSS Sleman Supporter direction and in uence to the supporter and the last to supervise the whole stage Supervision is usually done by people who are C. CONCLUSION in the highest pengoragnisasian structure and By looking at the stage-by-stage have a great responsibility towards the whole run Elja Radio in using streaming radio stage l a Radio in attracting supporters as a means to attract supporters, it can be concluded that Radio Elja need to optimize the four stages in order to recruit more supporters football club SS Sleman These factors demonstrate the ability to process Elja Radio streaming radio community as an alternative to recruit supporters The ability to reach out to supporters who are outside the city or abroad with radio streaming is proud to l a Radio is the only radio streaming frst community-based football club is a club PSS Sleman, ogyakarta
Researcher with three others Interviewees
Internatonal Conference 928 on Social Politcs BIBLIOGRAPHY Manga. The World of Anime Fandom in Amerika. (1st ed) United Books: States: University of Minnesota Abrar, Ana Nadhya Teknologi ress Komunikasi: Perspektif Ilmu eter Schoderbek, Richard A osier, dan Komunikasi ogyakarta S I ohn Alpin, Management Anshari, aridhian. 2014. SPORT, Systems: Conceptual Considerations, 3rd Komunikasi, dan Audiens (Arena dition, Business ublication Olahraga dalam D i s k u r s u s Ekonomi-Politik, Bisnis, dan Cultural Santosa, Hedi ud o SPORT, Studied). Yogyakarta: ASPIKOM – Komunikasi, dan Audiens (Arena FIKOM Untar – Prodi Ilmu Komunikasi Olahraga dalam D i s k u r s u s UAJY. Ekonomi-Politik, Bisnis, dan Cultural Studied) ogyakarta AS IK M Arifn, Zainal Penelitian Pendidikan – FIKOM Untar – Prodi Ilmu Metode dan ParadigmaBaru. Komunikasi UA Bandung Rosdakarya Soleman B Taneko Struktur Dan Bruce ohen Sosiologi suatu Proses Sosial; Suatu Pengantar pengantar akarta T Rineka ipta Sosiologi Pembangunan. Jakarta: arlisle, Howard M Management Ra awali Essentials: Concepts for Productivity Sugiyono, Metode Penelitian Kuantitatif and Innovation, 2nd Edition hicago Kualitatif dan R&D Bandung Alfabeta Science Research Associates Memahami Penelitian Kualitatif Dwi Narwoko Bagong Suyanto (ed ) Bandung Alfabeta Sosiologi Teks Pengantar dan Terapan. akarta Kencana Tahir, Muh Pengantar Metodologi Penelitian Pendidikan Makassar Kriyantono Teknik Praktis Riset Universitas Muhammadiyah Komunikasi akarta Kencana Makassar renada MediaGrup Tamburaka, Literasi Media (Cerdas Maryani, ni Media dan Perubahan Bermedia Khalayak Media Massa) Sosial Bandung Rema a Rosdakarya akarta T Ra aGrafndo ersada Masduki Menjadi Broadcaster Profesional ogyakarta ustaka Thesis and Skripsi: opuler Aisyah, Karina Rasa Memiliki dalam Mc uail, Denis McQuail’s Mass Komunitas Cosplay Skripsi tidak Communication Theory ondon diterbitkan Universitas Indonesia SAG ublications Anshari, aridhian Radio Streaming Elti Morissan . Manajemen Media Penyiaran Channel Sebagai Alternatif Corporate (Strategi Mengelola Radio & Televisi) Branding Tahun 2012 Tesis tidak Jakarta: Kencana Prenada Media diterbitkan Universitas Ga ah Grup Mada ogyakarta
Teori Komunikasi Organisasi akarta Anwarudin Strategi penyiaran Radio Ghalia Indonesia Komunitas Dalam Memperoleh Pendengar (Studi Pada Radio Napier, Susan Mechademia vol 1: Komunitas Srimartani FM Kelurahan Emerging Worlds of Anime and Srimartani Kecamatan Piyungan)
Internatonal Conference on Social Politcs 929 Skripsi tidak diterbitkan Universitas Internet: Islam Negeri Sunan Kali aga rofle ebsite og astreamers tersedia di http og astreamers com Diakses 2007 Khouroni, idagta Ekspresi by itraweb Nusa Infomedia Keberagamaan Komunitas Warung Kopi Skripsi tidak diterbitkan rofle ebsite l a Radio tersedia di http:// Universitas Islam Negeri Sunan el aradio net Diakses anuari Kali aga Republik Indonesia Undang Undang Noviansah, Gilang Akbar Jurnalisme No Tahun tentang enyiaran Warga Radio Komunitas Induk Lembaran Negara RI Tahun 2002, Balerante Dalam Kominukasi No Sekretariat Negara akarta Bencana Erupsi Merapi Tahun 2010 Skripsi tidak diterbitkan Universitas Muhammadiyah ogyakarta
rahara ati, Alif i i Strategi Radio Komunitas Islam Dalam Memperoleh Simpati Pendengar (Studi pada Radio Dais 107.9 FM).Skripsi tidak diterbitkan Institut Agama Islam Negeri alisongo
Internatonal Conference 930 on Social Politcs UTILIZATION OF INFORMATION TECHNOLOGY FOR MINIMAZING ASYMMETRIC INFORMATION: A CASE STUDY OF UTILIZATION OF IN ORMATION TECHNOLOGY TO BUILD ACCESS TO EQUITABLE INFORMATION IN THE REGION OF SOUTH TANGERANG
Siti Samsiyah, Made Yudhi Setiani, and Yanti Hermawati [email protected], [email protected], and [email protected] Faculty of Social and Political Sciences Universitas Terbuka
Abstract
To realize an equitable public information, in 2008 the government issued the Public Information Law (KIP) and the Information and Electronic Transaction Law (ITE). Both Laws guarantee every organization in managing information according to standards that have been established as well as giving people the chance to access the required information. In addition to these two laws, there is the Archive Law No. 43 of 2008, regulating the management of records/documents. KIP Law, ITE Law and Archives Law have accommodated the information management of institutions/organizations in the central and local levels, including the management of local information for new autonomous regions. From 1999 to present, there have formed about 250 autonomous regions. One of them is South Tangerang City. Efforts to achieve equitable information in South Tangerang have been realized with the PPID (Acting Manager of Information and Documentation). This study aims to explore of the utilization of the technology used by the government of South Tangerang to achieve equitable access to information. It is a qualitative study with a descriptive approach. The subjects of this study are 6 (six) SKPD (work unit area), include PPID Offce (Offcials Responsible for Information Documentation) Regional Archive Agency of South Tangerang, The Offce of Population and Civil Registry, as well as three (3) districts, covering District Pamulang, District Setu and District Ciputat. Retrieving data with interview techniques showed that the local government of South Tangerang has directed the realization of equitable access to information for its people. It is identifed from information management programs that have been implemented by SKPD and have used technology to manage information. However unintegrated of the information system in South Tangerang information services are still done manually and requires a relatively long time about 14 working days.
Keywords: Information Technology, Asymmetric Information, Management Information
INTRODUCTION well as the information obtained should be Technology has created a remarkable suffcient The ne t principle is accountability, change; streamline various jobs including the meaning every decision in the organization is ability of technology to create a knowledgeable accountable society and its ability to build equitable Since the post 1998 reform, regional information In the government sectors, this autonomous region continues to grow in rapid technology is used to realize good Indonesia As an archipelagic country as governance, namely the government that well as the implementation of the regional clean and responsible f (nine) principles autonomy system, there are a variety of of good governance, 2 (two) of them provide governance transactions that need to be access to obtain information that is open to controlled and supervised The central public The frst principle is transparency government cannot be relied upon in It means that the construction of the free overseeing the functions of government at ow of information The entire process of the local level optimally or acceleration governance, institutions and information in the public welfare, the government can be accessed by interested parties as established the aw No of on
Internatonal Conference on Social Politcs 931 Regional Autonomy, which was later revised suffered by local governments is that new into the aw No of The purpose autonomous regions may have diffculty in of decentrali ation is to create an effcient obtaining certain documents from the holding government and to achieve a better public area As the newly e panded area of the welfare In principle, the regional autonomy new autonomous region, it is important for law is structured to improve the welfare of the the local governments to access documents community, in a sense, improving standards for the development of their regions Another of living of the fulfllment of basic needs, such example is between the local government as, accessing education and health easily and and community members ocal governments ine pensively Improvement of social welfare have very complete information about the could be marked also by the realization of condition of the regions, but members of the good transportation facilities, e ible banking public are minimal in obtaining information on system, and ease in handling correspondence the scope of the regions trade All elements of the public welfare could To obtain information, the majority of only be done by a government that is clean, people in each region should come to the accountable and transparent To reali e good organization, and sometimes the process to governance is not easy, necessary preparation get the information may not necessarily be of the management of governance, including obtained immediately Through the vision of the elements of technology that has been good governance and the use of technology, utili ed by all levels of activities information that is equitable for the people The concept of regional autonomy would be realized, so that asymmetric raises the authority of local governments to information can be minimi ed plan, implement and control or supervise the How to reali e the equitable information local development To carry out the functions society? of development, each region is requiring the presence of an information system that DISCUSSION is accurate and credible This information system is supported by information technology A. Asymmetric Information that can deliver streams of information that is The term asymmetric information equitable in two directions, both from the local was frst proposed by economist oseph government itself and the people who need Stiglitz, used to describe an undeveloped any information required information profle that occurs in the economic Along with the development of regional world, especially in the insurance market, autonomy that reaches the fantastic fgure where information obtained by the public of up to 250 more autonomous, less than is different from the information held by the 40% of the autonomous region is successful insurance broker Inequality of information in developing their regions The failure of if left unchecked will have an effect on the autonomous regions is caused by several economic slowdown in the long term and factors, including internal information from its large numbers and disrupt the economic own local government and local government stability of the country Stiglit in his book to the people is not smooth This condition Making Globalization Work (2007: 55) makes the unbalanced ow of information also stated that the ongoing globalization between governments and communities process triggers a condition of unequal, both This imbalance information called information in developed countries and in developing asymmetry, where one party has a surplus countries rosperity is being encouraged of information, while others have very but many people cannot feel it They almost little information onsequences raised by do not have voting rights in the process of this condition are that the slowing rate of globali ation Stiglit s statement suggests growth of the welfare of the region ne of that globalization led to an imbalance the examples of information asymmetry
Internatonal Conference 932 on Social Politcs between developed countries and developing the requirement for institutions to manage countries Analogous to this thinking, the information according to standards that have imbalance could also occur between the been determined, as well as providing for the government and society Imbalances in this right of the society to access the required case are the inequality to obtain equitable information The Archives aw e plains information for people in need that equitable information that is archived quitable access to information is the or information created or received by the domain of local governments in providing agency is obliged to be managed, stored and services to their communities According to maintained according to standards that have Mouw (2013), public services in Indonesia been determined or archive documents that are likely to have some fundamental do not have values could be destroyed, while issues In addition to the effectiveness of the archives that still have values are stored the organization, public participation in the permanently In the Archives aw also clearly provision of services is still relatively low indicates that the records or documents that Public services also do not have a standard are entitled to be accessed by the public are mechanism for complaints and dispute documents or information that is inactive The settlement As a result, the quality of service ITE Law describes that printed documents has not been responsive to the society could be converted to another media and Service to the public, particularly the feld of have the force of law This means that the information has been arranged in the Law information that is required by the society do on Public Information (KIP), ITE Law and not need to be printed, but the documents or Archives aw The KI aw clearly states the information which have been converted into functions and roles of agencies/institutions digital form has also legally valid Survey of in managing information, and the right of SKPD in South Tangerang on its information society to obtain the necessary information management’s condition could be seen in the Public Information is information generated, following table stored, managed, delivered and/or received No SKPD Documents Time data People by a public relating to the organizers and the (Satuan produced updates who implementation of state and/or organizers Kerja and main- never and the implementation of other public Perangkat tained fled a re- Daerah) quest for bodies in accordance with this Law and other informa- information relating to public interests ach tion of public information is open and accessible to 1 ID ((Act Act Act- Documents Every three institution ing Man- produced by months Individual every user of public information planations ager of the internal there NGO in the KIP Law clearly states that is a must Information ID It has have been and Docu-Docu- not managed reports for any organization/agency/institution to mentation) documents about the manage information received or created by of South from SKPD condition Tangerang in the South of PPID institutions and the right of every member of Tangerang information society to obtain the necessary information region But manage- this time has ment prepared Structurally, B. The Implementation of KIP Law, ITE SOP for the PPID is the Law and Archives Law parent with PPID Information management is based branch in on the rules that describe the procedures for management since the information is made/received, managed and presented to the parties that need Guarantees for the institution/organization in managing and presenting information to the public contained in the KIP Law that clearly describe
Internatonal Conference on Social Politcs 933 submis- SK Ds In 4 Pamulang Managing Paper Individual sion of the event District, the govern- based H i g h e r documents of fling the South ment’s documents Education managed by PPID refer Tangerang documents are stored SKPD to SKPD at district based on branch, levels clas- then SKPD sifcation branch will standards provide IT based information documents However, experience if the in- renewal formation in the real required by time the public is 5 Setu Dis- Managing Paper Individual important, trict, South govern- based H i g h e r then, the Tangerang ments’ documents Education PPID par- documents are stored ent submits at district based on to the levels branch If it is still prob- clas- lematic, it is sifcation submitted standards again to IT based the court documents the posi- experience tion of the renewal provincial in the real offerings time MI is what 6 Ciputat Managing Paper Individual will decide District, govern- based H i g h e r whether the South ments’ documents Education informa- Tangerang documents are stored tion will be Kecamatan at district based on given or not Ciputat – levels clas- 2 Agency for Managing 1 months Nothing Tangsel sifcation Regional internal to ideniden-- standards Archive, archive re-re- tify some IT based South gional body, reports documents Tangerang each month of SKPD experience receives which re-re- renewal documents’ port submitsubmit-- in the real reports that ted to the time are issued Records http://ppid.kominfo.go.id/laporan/mekanisme/pemohon-dan-pengguna/ by SKPD at Center area the South already Tangerang process Based on the survey results, all sectors according in the region of South Tangerang have prosdur -whether or already had a website, which means that not the public of South Tangerang have already 3 The ffce Managing Resi- Police been able to see the profle of each of the of Popula- residence dence’s individual tion and documents documents SK D But due to the unintegrated system Civil Reg- in the scope have been information in SKPD, then the people who istry, South of the South updating Tangerang Tangerang indirectly need the information still have to visit SKPD region l because destination directly The transition to the they have used digital information age is also expressed technology by the informant from the Regional Archive information Agency of South Tangerang currently, local government of South Tangerang has been managing the data/information manually and electronically However, there have been already regulations that accommodate all of these data management, namely aw no regarding information
Internatonal Conference 934 on Social Politcs Within one month, the applicants who require information vary, from individual communities, organizations, NGOs and the police It is illustrated in the following table
http://ppid.kominfo.go.id/laporan/mekanisme/pemohon-dan-pengguna/
C. Profle Management of Information in the Government of South Tangerang South Tangerang as a region of combustion from Tangerang district since 2008 continues to improve the system in all lines, including information systems Based on interview with an informant from PPID South Tangerang, it was mentioned that for the moment, the role of SKPD in the South Tangerang region is as PPID branch, ith this ow of standardi ed this means that every SKPD in the South information submission, public can obtain a Tangerang obliges to manage information in clear picture of the steps that must be done accordance with the prescribed standards to obtain information from various SKPD in and must serves the public with information local government, especially in the South requests quickly, and accurately The requests Tangerang region If KI aw, IT aw, and process for information from the public to Archive aw No of really have been PPID could be seen in the picture below: implemented, it is expected that people can obtain necessary information in a relatively short time
D. Use of Technology In Minimize emergence of Asymmetric Information. Technology is able to transform and realize the fair information services for the http ppid kominfo go id laporan mekanisme pemohon dan pengguna public quitable access to information is a form of community service performed by local governments that is most easily seen ommunities can directly assess the government’s performance from the service provided Although currently
Internatonal Conference on Social Politcs 935 existing information systems in the South Kriswanto, Sugi, R ( ) Strategi Tangerang region has not been integrated, Reformasi Birokrasi Sektor Pelayanan but it has begun to be seen that there is an ublik di Dinas eri inan og akarta attempt to point to the digital information urnal Adinegoro so that people can more quickly obtain the Mouw, ( ) Kualitas elayanan ublik necessary information The application of di daerah ( Sebuah Ka ian Teoritik) technology, among others, must meet the urnal UNI RA, ol No , Hal , appropriate criteria, such as user friendly, cost ISSN saving, reduce cycle time, and has adequate infrastructure UU Otonomi Daerah tahun 2014 UU Kearsipan No tahun UU Keterbukaan Informasi Publik REFERENCES Kaloh, ( ) Mencari Bentuk Otonomi http ppid kominfo go id laporan mekanisme Daerah, Suatu Solusi Dalam pemohon-dan-pengguna/ Menjawab Kebutuhan Lokal dan Tantangan Global akarta Rhineka http swa co id business strategy sofyan ipta wanandi-keberhasilan-otonomi- daerah-tidak-lebih-dari-15 Samsiyah, Siti dkk Kajian Pemanfaatan Teknologi Informasi Untuk http www hukumonline com berita baca Meminimalisir Asimetris Informasi. lt4dee01250edd9/delapan-jawara- (Studi kasus akses informasi otonomi-daerah-bidang-ekonomi berkeadilan di Wilayah Tangerang Selatan). Laporan Penelitian
Stiglit , ( ) Making Globalization Work (Menyiasati Globalisasi Menuju Dunia Yang Lebih Adil). Bandung : Mi an
Internatonal Conference 936 on Social Politcs INTERNET FREEDOM IN ASIA: CASE OF INTERNET CENSORSHIP IN CHINA
Zainuddin Muda Z. Monggilo [email protected] Universitas Gadjah Mada
Abstract
Internet can develop the communication and information freedom on society but unfortunately in some nations, especially in Asia, it cannot be fully accessed because of government censorship. This report explains the relationship between the practice of Internet censorship imposed by the Chinese government and the freedom of its citizens (in the internet surfng experience) as the realization of human rights in the freedom of expression and opinion (seek, receive-use, and communicate information) which is traced through the relevant literature study. China is a unique case since the internet censorship regulation contributes to its status as the country with the least internet freedom yet at the same time it is credited as having the most internet users globally. In addition, China known as the communist country that began opening up to globalization and information of technology, but the government’s control over it is still so tight and binding, not only in the press, or the traditional media, but also in new media with the internet censorship. The control over this information may have a clear objective to maintain a climate of information in the community, but on the other hand, such control is tantamount to restricting the right of citizens to make, use, and distribute information, and more fatal as a violation of human rights.
Keywords: Internet, ICT, Censorship, China, Asia
INTRODUCTION The existence of the Internet is The rapid growth and development of increasingly strengthened in the middle of information and communication technology 21st civilization and seems well-matched to nowadays cannot be separated from the human attachment to the Internet at this time invention of the frst generation of computer, It has been dominated from the individual which later inspired the creation of a to the community level In the individual number of innovations in information and level, at least fve to seven hours of free communication devices for instance laptop, time has been spent to access the Internet smart phone, tablet computer, etc It also has and social networking In the organi ational led us to the era of interactive communication level, computer, telephone and internet are that indicated by the emergence of new also vital facilities to support offce works media (Internet) in it (Rice illiams in Abrar, Even wider, in the global society, the Internet ) has obviously connecting the world and The Internet (interconnection eliminating geographical boundaries (Van networking) itself is a set of computer Di k, ) network which connected to each other Global attachment to the Internet is through telephone line, satellite, and confrmed by the latest statistical data that telecommunication system that enable the showed a signifcant increase of Internet exchange of information from one person users around the world from year to to another—it is certainly means that the year Based on elaboration data from Nielsen Internet will attach and exist on every aspect Online, International Telecommunication of life such as social, culture, economic, Union (ITU), and Growth from Knowledge politic, especially in communication (and (GfK) published by Internet World Stats stated information) matter (DiMaggio, Hargittai, that the number of Internet users has reached Neuman, & Robinson, 2001:307; Dominick, appro imately billion users in (per ) une ) globally with Asian continent in the overall top rank (about billion users)
Internatonal Conference on Social Politcs 937 (http www internetworldstats com stats htm, censorship. This control has a clear objective accessed on November ) It indicated to maintain the climate of information in that billions of population in the world has the community, but unfortunately, it can be been utilizing the Internet as new media to categorized as the violation of human rights communicate and e change information to make, use, and distribute information Regarding to the aspect of This paper intends to outline the communication and information, the relationship between the practice of Internet Internet opens the opportunity for anyone to censorship imposed by the the Chinese become producer of information (McQuail, government and the Internet freedom of its ) Internet provides the chance to citizens as the realization of human rights exchange information across places which to seek, receive, use, and communicate formerly hampered by the limit of distance, information The analysis will be e amined space, and time Internet allows access through the literature study method and anytime and anywhere to a wide range of expected to provide a comprehensive information in ust one click per second In description of Internet censorship turn, the Internet forms an open and free development in hina in particular and Asia society based on information called network in general society (Abrar, astells, an Di k, ) INTERNET CENSORSHIP IN ASIA Unfortunately, the relationship between the using of the Internet and the There is a hope for an open and establishment of network society is not fully independent public sphere which is totally proven In some regions, particularly Asia, free from the pressure of the ruling authority although it were listed as a continent with when the Internet frst appeared in the early the largest Internet users in the world, the s in Asia Since then, every person freedom of netizen (a term to call the user can communicate with each other without of Internet) still encounter some obstacles being limited by geographical and political for instance limited access, limited content, boundaries the digital divide, and violation of user rights Once a message, whatever it is, posted (http id techinasia com kebebasan internet on the Internet, the control of its spread will be di asia , accessed on September ) very diffcult In order to handle the diffculties, Referring to the data released by Freedom the regulation of censorship which is already House in 2015, the only country in Asia which implemented to regulate traditional media is entrenched in the top ten countries with seems also will be applied to the Internet the free status of Internet freedom is Japan to avoid the dissemination of undesirable ( ast Asia), and the remainder is dominated content by estern countries On the contrary, China However, the idea of Internet that has the largest internet users in Asia censorship by the government authorities and the world was accredited as the country is not the only available option Not a few with the lowest Internet freedom in the world parties believe that the government can take (https freedomhouse org sites default fles preventive measures and carefully reconsider TN ull Report pdf, the long term consequences that will arise accessed on 10 November 2015) if the censorship policy is fnally should be China which is also known as the enacted In this case, that hope for the free communist country has started to open public sphere can really be actualized with the up toward the globalization of information, increased freedom of expression and opinion communication, and technology although as well as the development of democracy and the government s control is still very frm and advocacy of human rights in the Asian region binding not only on the press or traditional (Gome Gan, ) media, but also on new media with the Internet In fact, the ma ority of Asian
Internatonal Conference 938 on Social Politcs governments have censored the Internet Second, in akistan (South Asia), either technically or non-technically to the government has been censoring the prevent the deployment of categorized Internet since State has controlled the harmful contents according to them (http:// Internet by blocking Facebook, YouTube, www theguardian com world un Twitter, and certain pages of Wikipedia for internet-censorship-methods, accessed on years In , High ourt of ahore decided December ) The Internet censorship to forbid Facebook as a consequence of itself can be divided into two types (i) Active the spreading of blasphemous content censorship which means prohibition and and the inviting campaign to draw the restriction on how netizen use the Internet, rophet Mohammed on this Zuckerberg s even criminalizing individual or group social networking site Some latest who disseminate unsuitable content; and attempts undertaken by the Pakistan (ii) assive censorship which means to block Telecommunication Authority ( TA) have certain contents for example pornography been prohibiting the using of specifc words in and gambling by blocking its data site or texting (SMS), setting up a system of Internet source which continues to be pursued until fltering like Great irewall of hina used by now (Kodabagi Kameri, ) the Chinese, and implementing kill switch on Here is a brief overview of the Internet digital communication all over Balochistan and censorship practiced by Asian government in Gilgit Balkistan areas ( iu Kim, ) several countries: Third, in Russia (North Asia), through irst, in India (South Asia), Internet a meeting with media executives in is totally under the oppression of state St etersburg on April , resident for instance the movement of Internet Kill Vladimir Putin said his government will impose Switch (IKS) and the program called Central greater control over the information owing Monitoring System (CMS) which are claimed through the Internet Russian parliament has by government as better solution to treat signed a law that was similar to the Chinese cyber security threats in the country But which would require Internet companies in fact, they are precisely hidden methods such as Google to build data center in to strengthen the surveillance power of Russia and store the user data locally for local government and its agency The most si months (http www businessweek com recent, BlogSpot has been banned by Indian articles/2014-05-01/russia-moves-toward- government as a result of MS pilot program china-style-internet-censorship, accessed India actually has a cyber-regulation on ctober ) In addition, this Act namely Information Technology Act year supports the authority of the government to (IT Act, 2000) which is quite supportive block sites which are considered extremist and friendly to the netizen. But since the or threaten public order It was reported that amendment occurred in 2008, it has switched some of the sites and blogs of government as a constitution instrument of local government opposition like the grani.ru, kasparov.ru, to perform e-surveillance, Internet censorship ej.ru, echo.msk.ru, and navalny.livejournal. and website blocking. What is more ironic, com have been blocked (http www the amendment made unconstitutionally in washingtonpost com world russian blogger the absence of procedural rules that might law-puts-new-restrictions-on-internet- prevent power abuse by the government It freedoms/2014/07/31/42a05924-a931-459f- can be assumed that Internet censorship acd d c b story html, accessed is still not the right solution yet, so that the on ctober ) The frst third order Indian government need to work seriously were the opposition news websites, the fourth on creating more effective and plain is the site of Echo Moskvy (the last remaining constitutional guidelines with the coverage free radio station in Russia), and the ffth is issues including national security, cyber the blog of opposition political fgure Ale ei security, etc (Kodabagi Kameri, ) Navalny (http www washingtonpost com
Internatonal Conference on Social Politcs 939 blogs/monkey-cage/wp/2014/03/16/the-logic- religion, and race elements, etc Although of-russian-internet-censorship/, accessed on this action is done to avert bad Internet ctober ) effects for Indonesian netizen, it has drawn ourth, in Iran ( est Asia), the Islamic criticism from various non-governmental government wants to create their own Internet organizations and communities because it which is not connected to the global network is considered incompatible with Article because security and cultural content reasons letter onstitution of and Article By having their own Internet, Iranians are of the Covenant on Civil and Political Rights perfectly being censored and isolated from which already ratifed with aw No of the e ternal world The state will allocate Indonesia Media Defense itigation 60% of Iranian households and companies to Network (IMLDN) highlighted the freedom have access to a new Internet and within an of expression while ICT Watch highlighted approximately of two years, the whole country the non-transparent and unaccountable will be connected each other with their own mandate on the preparation of negative site Internet database—it has been proved when the state However, the total closure of the global government decided to block imeo Neti en Internet has two sides both positive and also protested the blocking of Vimeo for no negative implications for Iranians According apparent reason But still the ministry persisted to the Wall Street Journal, the state that the Vimeo should be blocked because government wants to protect the country from its pornographic substances (http tekno massive protest and con ict as happened kompas com read in various African countries (e g gypt, Resmi Ini Isi eraturan Blokir Konten ibya, etc ) in But negatively, this Negatif, accessed on ctober ) disconnection of universal Internet access Si th, in North Korea ( ast Asia) may ruin the Iranian economy urrently, there is still no accurate statistics yet that about 11% of Iranians access the global measure the level of Internet penetration in Internet with the strict Internet censorship the country However, the presence of North for e ample modifed content monitored Korea s offcial online media has increased in dissidents, blocked threaten websites, and recent years Rodong Sinmun has launched deleted outrageous BlogSpot’s posts by the a new website in February 2011 and government (Kodabagi & Kameri, 2013:4) Korean Central News Agency (K NA) has ifth, in Indonesia (Southeast Asia), continuously improved since its debut Ministry of Communication and Information in ebsite Korea riendship announced in October 2011 that 300 sites Association as the main channel to promote had been blocked in order to eliminate international propaganda has supported radical and extremist contents that threaten multimedia content such as video Sites like national integration after sectarian clashes YouTube and Twitter are managed under in Solo, entral ava, and Ambon However, the name of Uriminzokkiri which means our the ministry did not reveal the blocked sites nation as well as the criteria used to determine Since February 2013, North Korea has the decision to block these sites (Liu & Kim, allowed foreigners to visit or live in the country ) and access the Internet from their mobile The newest is the enactment of devices over 3G networks operated the regulation of the Communication and by Koryolink Company. World Internet access Information Ministry number 19 of 2014 about is still limited to a handful of high level offcials the blocking management of negative Internet who have received state approval In spite of sites Since then, the Indonesian government the increasing number of academic scientists has legally blocked numerous sites and students in the country, they are only especially which containing pornographic allowed to access the Internet on limited materials, gambling materials, ethnicity, functions iti ens are given access only to
Internatonal Conference 940 on Social Politcs the national Intranet which is not connected system and regulation then designed to dictate to a foreign network The Korea omputer normatively about what should and should Center, a government research center for not be done by individual or group when go information technology, controls all the online In the end, the strict enforcement of information and determines which information Internet censorship regulation is still believed can be downloaded from the intranet (http:// as the fastest, easiest and most reasonable www freedomhouse org report freedom methods to nullify each thing that potentially press north korea aSbvmUdy , disrupting the stability of state regime accessed on ctober ) ersonal computers are very rarely at home; access is only granted via terminals in libraries, offces, INTERNET CENSORSHIP IN CHINA luxury hotels, and foreign visits zones in big The Largest Netizen yet the Worst Freedom cities (Kodabagi Kameri, ) The survey result of freedom on the Net Referring to the ongoing practice of conducted by Freedom House in 65 countries Internet censorship in si Asian countries in 2015 scored China as the worst abuser of from fve different regions shows that the Internet freedom in the world The ratings were online media is also a subject to government determined through an examination of three which plays the central fgure to legitimate broad categories associated with the state and authorize every realm of communication censorship on the Internet namely obstacles and information ranging from the biggest to to access, limits on content, and violations of the smallest scale (Abbott, ) The user rights as listed in the following table:
Table hina s rofle on Internet reedom
China opulation billion 2014 2015 Internet Freedom Status Not Internet penetration 2014: 49% Not Free Free Social media/ICT apps blocked: Obstacles to access (0-25) 19 18 Yes Political/social content blocked: Limits on content (0-35) 29 30 Yes Bloggers/ICT users arrested: Yes Violations of user rights (0-40) 39 40 Press Freedom 2015 Status: Not Total (0-100) 87 88 Free 0 = most free, 100 = least free Source: Freedom on the Net 2015 by Freedom House (2015:190)
Internatonal Conference on Social Politcs 941 As many other countries in Asia that The Chinese government controls all implements digital media and censorship Internet activities such as blocking website or legislation as their way to cope with I address and flter keyword by router in unexpected circumstances as a result of eight gateway of state’s Internet, telecom the uncontrolled ow of information on the enterprise data center and Internet portal; Internet ikewise hinese government managing and monitoring Internet service also took the same actions starting from provider, Internet cafe, and university bulletin executing the multilayered censors, enacting board system; listing website and blog; the binding legislations, and applying the arresting the hacker and rebel user; blocking multidimensional and multilevel control foreign website such as social networking mechanisms of the Internet sites (Facebook and Twitter), video The table also emphasizes that sharing site (YouTube) including Radio government do not allow any kind of online ree Asia, oice of America (Chinese and of ine public opinions as they may language), international human rights site, cause public movements or chaos against Taiwanese news site; English online news government The vocal users are imprisoned, site for example oice of America, New social networking sites are forbidden, political York Times, and Washington Post (though and social contents are blocked, and press is sometimes by chance they still can be fully controlled accessed or censored selectively) Since 2005 the state has paid group of people known Type of Internet Censorship in China as 50 Cent Party to send a pro-government The Chinese government mainly message and lead online conversation utilizes three types of Internet censorship away from sensitive topic The government known as The Great Firewall, The reportedly has hired thousands of students to Golden Shield, and Keyword Blocking (King, express the pro-government acts on website, Pan, & Roberts, 2013:3; Liang & Lu, 2010:106- bulletin board, and chat room (Lum, Figliola, 108). eed, ) The Great Firewall is started to be used since the late 1990s to restrict access Internet Censorship Legislation in China to foreign websites; The Golden Shield is Internet censorship in China is a system of domestic surveillance created principally aimed to manage the news and by the Chinese Ministry of Public Security discussions which does not comply with in 1998; and Keyword Blocking is content state legislation on Measures for Security blocking of keywords or phrases which rotection Administration of the International are prohibited through the flter software Networking of Computer Information specially designed and widely used for Networks announced by the Chinese Ministry application, access point, internet service of ublic Security in December Since provider, backbone network, affecting then, a lot of legislation on Internet content website, email, online forum, college bulletin were authorized, in particular legislation on board, social networking site, blog and micro Measures for the Administration of Internet blog, instant messaging, and search Information Services or better known as engine hile targeted content flter to flter the Telecommunications Regulations of the pornography, religious material known as People›s Republic of China legalized by the Falun Gong, political topics and issues State Council in 25 September 2000 as well of ethnic minorities (Yong Kun, Yang, Ha, as the rovisions on the Administration of Yuping, Mengyao, & Nute, 2012:118; http:// Internet News Information Services issued by www economist com blogs economist the State Council, the Ministry of Information explains/2013/04/economist-explains-how- Industry, and the State Council Information china-censors-internet, accessed on 22 ffce (S I ) in September ctober ) ( unchao, )
Internatonal Conference 942 on Social Politcs The establishment of and interests of third parties, (ix) Include telecommunications legislation in 2000 formed all related content prohibited by the laws or three systems namely the licensing and site administrative regulations (Yong Kun, Yang, registration, the pre-approval for certain type of Ha, uping, Mengyao, Nute, ) site, and exclusive approval for the function of Chinese legislation on the use of specifc site ( unchao, ) These three the Internet has grown and become more systems essentially forbid any organization or comprehensive over time although can be individual to use telecommunication network too broad, vague, ambiguous, inconsistent, to produce, reproduce, distribute, or transmit overlap and redundant so that the decision information consisting of nine points (i) making process may not be coherent Oppose the basic principles prescribed in and consistent (Endeshaw, 2004; Liang the constitution, (ii) Threaten state security, & Lu, 2010:108-109; Qiu, 2000; Qiu, reveal state s confdential, subvert state ) Nevertheless, citi ens of hina are power, or devastate national unity, (iii) unable to fght back because of the absolute Adverse the state dignity and interest, (iv) tendency of repression and authority from Incite ethnic hatred, racial discrimination, or government undermine interethnic unity (v) Sabotage the state religion policy or propagate the Internet Control Mechanism in China heresy or feudal superstition (vi) Spread Internet control mechanism conducted rumors, disturb social order, or disrupt social by Chinese authorities is basically a fusion stability, (vii) Do obscenity, pornography, form and adjustment of traditional media gambling, violence, murder or spread fear, control mechanism that have been applied and incite crime, (viii) Insult or defame third before the emerging digital media parties or infringe upon the legitimate rights
igure Internet Control Mechanism in China (Source: Dong, 2012:408)
Internatonal Conference on Social Politcs 943 Even though the instrument is mainly establishment of new China inserted into similar, but the implementation is dissimilar learning curriculum It is intended to train self because of the differences in the nature of the censorship in the earlier level of individuals two media (Dong, ) In general, the and organi ations (Dong, ) In Internet control mechanism can be concluded short, censorship, legislation, and control by as government efforts to censor netizen’s government aimed to continue conditioning activity on the Internet with a wider range the citizens to be the obedient subject to the of aspects for instance economy, politic, state education, culture, technology, either directly or indirectly (through self censorship) ANGRY NETIZEN, GOVERNMENT KEEP In terms of economy and politic, GOING although restrictions on media ownership All forms of government control and have been eased in the Internet age with the censorship on the Internet have caused growing number of private Internet Content restlessness and anger for Chinese Provider (ICP) and Internet Service Provider neti en Those limitations and censorship on (IS ) ( sarey, He, Zhao, , almost every dimension and level of Internet 2008 in Dong, 2012:408), the ownership of activities have triggered protest because they Internet Access rovider (IA ) is still entirely e tremely suppress neti en s freedom owned by the government ( iu, ) As Moreover, more complaints also arise a result, traditional media licensing system since the regulatory agency is overlapping and is still used for the ICPs and ISPs (Dong, its legislation is volatile (Chu, 1994; Esarey, ) He, iu Zhou, infeld Furthermore, all the international eng, in Dong, ) In order to data exchange must use the incoming and cover up these weaknesses, the government outgoing channel provided by the state and launched a technological project called The each ICPs and ISPs legally responsible to Golden Shield as their database system This the state for any inappropriate content on the project then culminated on 8 June 2009 when site (Dong, ) Both I s and IS s the government announced that all personal must pass the professional training regulated computers which sold in China after 1 July by government in order to work in the media , to have the fltering software called industry In particular, I s and Internet cafe Green Dam Youth Escort installed on owners are required to provide records of them This policy followed by massive users’ information, published content, and protests among youths, academics, activists, visited sites Users including I s and IS s industries, and foreign companies in China as actors are also only allowed to register using they assumed it violated privacy and freedom their real names and provide clear personal of every citi en information and contact number to the Ministry The protest was getting louder since of Industry and Information Technology (Dong, lately known that the software was defective ) Because afraid of possible and could allow hacker to monitor the user’s sanctions by the government, the owner of Internet activity, steal data, inject virus, even the ICPs and ISPs proved more censorious ridiculously the cartoon cat Garfeld and than the authorities themselves (http www baby pictures blocked by this software (Yu theguardian com world un internet iu, in Dong ) Responding censorship-methods, accessed on 18 to such criticism, CCTV broadcasted an December ) exclusive report on young generation’s In terms of education and culture, politic anxiety for the uncontrolled negative content is a study taught from elementary school to such as pornography found on Google.cn. A university Mar ist theory and its ideological several days later, revealed that those people as well as philosophical and nationalist appeared in the report evidently were interns thought about vision and mission of the paid by T (http www inhuanet com review content Internatonal Conference 944 on Social Politcs htm, accessed on December ) by government in the last decade, Chinese The government fnally decided to suspend netizen even more aggressive to express temporarily the further application of their opinions through online media such this software (http www theguardian as bulletin board attached to the general com/world/2009/jul/02/china-green-dam, site, personal site, and then the most accessed on December ) recent is Twitter-like called Weibo (http:// The most current protest was the pro- www economist com news special democracy demonstration in Hong Kong report/21574632-microblogs-are-potentially- last year (September ) Demonstrators powerful-force-change-they-have-tread, demanded that the Chinese government accessed on ctober ) frees Hong Kong to hold its own democratic According to some e perts, within two election In addition, hina received protest years, micro blog Weibo has become the most for restraining the freedom of Hong Kong and important public sphere, the most prominent censoring all information relating to Hong Kong place for freedom of speech, and the source on all types of media including the Internet in of the most important news for the community order to avoid or reduce political movement There are reportedly about 300 million micro in hina (http edition cnn com bloggers registered as Weibo’s users through world/asia/china-censorship-hong-kong/, the platform provided by the leading ISPs such accessed on December ) as Sina and Tencent Both of IS s have been Apparently, the hinese government in the forefront to reveal various countries’ will indeed perform a variety of ways to black records such as corruption and other banish upheaval scattered information unexposed sensitive news for instance, in on the Internet—no matter whatever the July 2011, micro bloggers exposed the high- controversies might come from their people speed train crash near the city of Wenzhou Government has built a very systemic and that killed 40 passengers while government holistic circumstance so that the information was trying to control the news coverage (Lum, climate can always be under their control It igliola, eed, ) takes a struggle from Chinese netizen to be Weibo’s fever has attracted some able to voice their rights news sites and online portals to highlight the euphoria Government, political elites, opinion WEIBO MICRO BLOG: A NEW HOPE FOR makers, and academics in the country have FREEDOM OF EXPRESSION IN CHINA? their own eibo ven international celebrities In spite of the strict censorship imposed open their own eibo s page
igure Weibo homepage and Hollywood Actor s offcial page (Source http blogs ubc ca carlytao ing fles crt weibo G pg https www techinasia netdna ssl com wp content uploads tom cruise sina weibo pg bc c, accessed on ctober ) Internatonal Conference on Social Politcs 945 Its presence has triggered a lot In December , Nicholas D Kristof (a of debates and controversies in China newspaper columnist of The New York Times), both because of its ability to disseminate opened an account on Sina Weibo to test the information and mobilize individual or mass, censor level His frst two posts were “Can we or in some cases related to government talk about Falun Gong?” and «Delete my Weibo control on it ne of the most notorious if you dare! My father is Li Gang! As a result, cases occurred in October 2010, when a within twenty minutes, the posts immediately 22-year-old boy named Li Qiming killed removed by the administrator Having one person and wounded another in a car attracted widespread attention from the media, accident because he was drunk while driving the account was also deleted (http www at Hebei University At that time, he lightly nytimes com opinion kristof warned “Sue me if you dare, my father is Li html, accessed on December ) Gang (a deputy police chief in nearby district)!” Censors are also found when (http www nytimes com world information searching contained forbidden asia li html pagewanted all r , certain keywords on Weibo for instance the accessed on December ) This case name of Liu Xiaobo (a Chinese literary critic, immediately covered by the government, but writer, professor, and human rights activist not with the words that already spread quickly who called for political reforms and the end of in online forum like Weibo (Qiang, 2011; communist single-party rule) on 30 October Bamman, onnor, Smith, ) 2011 as shown below:
igure Censorship of Liu Xiaobo in Weibo (Source: Bamman, O›Connor, & Smith, 2012:3)
Internatonal Conference 946 on Social Politcs The notice was «In accordance Smith, ) The highest statistical with relevant laws, regulations, and forbidden keyword in the period of 2014 was policies, the search results could not Hong Kong because Chinese government be displayed Another keyword such assumed it could evoke reactions of citizens as asmine, gypt, Ai eiwei, Zengcheng, and repeat the tragedy of Tiananamen 1989 Beijing Occupy, Occupy Wall Street, etc are demanding democracy in hina also prohibited in Weibo (Bamman, O›Connor,
igure The Chinese government censorship of the Hong Kong demonstration on Weibo (Source http edition cnn com world asia china censorship hong kong , accessed on December )
Beside forbidden keywords blocked, no citizen movement which is not known by on 31 March 2012, Chinese government the state. As a consequence, freedom of through the Xinhua announced that sixteen expression and opinion attached to every sites have been closed down and six people citi en who should be respected, fulflled were arrested, while Sina Weibo and Tencent and protected by the state is minimized even Weibo criticized and punished (in the form treated as an entity that should be given to of suspension of the comments function the state as a regulator and a determinant of for three days) on the dissemination of its signifcance (Nowak, ) rumors online (http news inhuanet com english china c htm, accessed on ctober ) ALIBABA.COM: STATE SUPPORTS It seems that Chinese netizen is still COMMERCIALIZATION, NOT DEMOCRATIZATION diffcult to break free from the restraints of government, because in fact, Weibo is China, who had known for the expected to be a source of alternative news, authoritarian government, fully owns, a free forum for discussion, a free media organizes, and funds the existing media in the sharing, and a connector to the outside world, country The ommunist arty do tight control still get censored This condition affrms that on political expression, speech, religion, there is no medium of communication and association, and any individual or large- information which is neglected by the state scale movement of social group perceived as intervention and suppression, and there is threaten for the country (Yong Kun, Yang, Ha,
Internatonal Conference on Social Politcs 947 Yuping, Mengyao, & Nute, 2012:15) , by Alibaba namely Taobao.com, Tmall. However, major changes have occurred com, and Alibaba.com were released with a since the commercialization of media which loose censorship to penetrate international encouraged institutional transformation markets The government also alleviates (Ma in urran Myung, ) State Alibaba to compete with its competitors e g began to reduce funding for the media, which eBay and Ama on by conducting quite diffcult meant that the state did not have a full scale policies and regulations for foreign companies intervention of the media so that the media to grow, but giving wide space to national was no longer merely a mouthpiece for the companies (http www businessweek com party and the government, but the media have articles/2014-05-07/how-chinas-government- started to produce entertainment content to set-up-alibabas-success, accessed on 18 stimulate interest in the audience in order December ) to gain more proft through advertising and Alibaba probably is ust one of the subscriptions Non-state actors also began to many examples on how Chinese government emerge and compete in the middle of media shows their support for the using of the competition (Ma id, ) Internet in the economic and business One conclusive support from the purposes Alibaba can bring multiple benefts government for the commercialization to the state, does not like the other websites of media is a massive investment to or online forums that just wastes the country›s develop infrastructure of information and efforts Thus clearly shows that the hinese communication technology According to the government does not want the state and its State ouncil, hina invested RMB trillion citizens into the democratic activists, but (US$ 680 billion) in Internet infrastructure activists on liberalism or capitalism with the development over the last 13 years to boost Internet economic growth and promote the ability of domestic technology so the country will no CONCLUSION longer rely on foreign technology, especially China continues to transform into a from the United States and Japan (Yong, consistent state in guarding the utilization Kun, Yang, Ha, Yuping, Mengyao, & of traditional media and new media like the Nute, ) Internet Having the largest populations Alibaba Group Holding imited (New does not necessarily make it as a country ork Stock change BABA), the greatest that provides and guarantees freedom of e-commerce company who has hundreds surfng to its citi ens This is indicated by the of millions users and oversees millions persistence of the strict limits as obstacles to of merchants and businessmen in China access, censorship of content, and violations and worldwide, is an obvious evidence of the user rights. of government’s support for the media In addition to the consistency showed commerciali ation (http pro ects ws com in dispels all sorts of issues that threaten alibaba , accessed on December ) the state regime, the Chinese government Established and supervised by Jack also appears to be in a state of confusion Ma on April , Alibaba has become and tend to be inconsistent when viewed a success local company in global scale from a fantastic investment expended because the government’s support in for the development of the Internet in the it (http www economist com news country There is no small cost allocated to leaders/21573981-chinas-e-commerce-giant- build the physical infrastructure for supporting could-generate-enormous-wealthprovided- the Internet, but it seemed to be useless countrys-rulers-leave-it, accessed on 18 because people cannot experience entirely December ) It is not the same as the non-material support from the government strict censorship on the Internet in general; along with the Internet censorship and control three online shopping sites operated which constantly rob their freedom
Internatonal Conference 948 on Social Politcs Three types of censorship In the end, the freedom on the Internet consist of The Great Firewall, The and freedom of expression and opinion in Golden Shield, and Keyword Blocking; state hina are quite diffcult to be fulflled The regulations that prohibit any organization or country is in the highest authority over individual to use telecommunications networks everything As a result, citi ens are like to produce, reproduce, distribute, or transmit fghting against their own country with a tiny information comprising nine points against chance of winning Internet only used by the the interests of the state; and systematic state as the savior of government so that it controls that cover all aspects of economy, cannot be as a tool against the government politic, education, culture, technology, either directly or indirectly is a series of protection REFERENCES that actually made by the state, run by the Abbott, ( ) Introduction Assessing state, and the results are returned to the state the social and political impact of the Citizens do not have the power Internet and new social media in and autonomy over themselves because Asia Journal of Contemporary Asia, everything has been set by the state very 43 ( ), citizens actions demanding freedom will be short-lived because immediately lost and Abrar, A N ( ) Communication replaced with other issues under government’s technology: Perspectives of science communication ogyakarta control Government can close all access into esf and out of China then bury the issue without a trace It is diffcult to fnd a gap that can be Bamman, D onnor, B , Smith, N A used to penetrate the defense of the country ( ) ensorship and deletion since the government will always come up practices in hinese social media re with a plan and the other plans publication version to be apperared Weibo which had started to bring a new in First Monday 17 (3), 1-16 hope for the Chinese netizen to express their opinions, in turn also experienced similar astells, M ( ) The rise of network society (2nd ed.) est Susse , UK things with other websites that have been Blackwell ublishing blocked and banned by government Neti en s thoughts posted on Weibo are seen as a new urran, Myung in, ( ) De- threat to the country if they are not immediately westernizing media studies. New intervened ensorship then became the main York: Routledge weapon to control and make everything still running stable urthermore, hinese neti en DiMaggio, , Hargittai, , Neuman, more often censor themselves to avoid R, Robinson, ( ) Social implications of the Internet Annual sanctions which overshadows every time Review of Sociology, 27, 307-336. they search, create, use, and disseminate all things forbidden by country Dominick, R ( ) The dynamic of The government’s censorship began to mass communication: Media in weaken when confronted with the economic transition (11th ed.) New ork interests of the state Alibaba which was McGraw Hill developed by hinese has confrmed that the government does not support the political and Dong, ( ) ontrolling the Internet in democratic interests in cyberspace, but do hina The real story Convergence: The international journal of research encourage economic and proftable business into new media technologies, on the Internet It has been clear that the 18 (4), 403-425 government does not put an excessive prejudice when the Internet is used for ndeshaw, A ( ) Internet regulation commercial ob ections only in China: The never-ending cat
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Internatonal Conference 952 on Social Politcs IMPACT OF SOCIAL MEDIA ON COMMUNICATION POLITICS: CASE STUDY OF CAMPAIGN ELECTION OF REGIONAL HEAD OF RIAU
Azma Shafariani, Nurul Hafzah, Wiwin Saputra, Nurahmi, Surya, and Shahril Budiman Shafariani12 @ gmail.com College of Social Sciences and Political Science Raja Haji Tanjungpinang, Riau Islands
Abstract
In this era of globalization, technology is developing very rapidly. It is highly related to the human need for information and technology. Not least the development of information and communication technology that produces a variety of convenience in order to meet human needs in the aspect of information and communication. One type of new media presence is phenomenal in the world today is social media. Being a phenomenal because presence is currently making changes to the order of all aspects of human life. Also forms of social media allows users to interact without distance limitations, place, and time. The use of social media at this point is not merely provide ease humans will communicate, fnd information, get a job, and so forth. In addition, social media can provide a negative and positive impact to users. During this time we often view social media as one of the disaster and the gate as the wrong way for users especially among teenagers. But on the other hand we can see the positive aspects of social media, one of which is how most people promoting themselves or are familiar with the campaign said. The campaign is an action and efforts aimed at securing the achievement of support, a campaign can be done by an individual or a group of people organized to make the achievement of a decision- making process within a group, also conducted regular campaigns to infuence, inhibitors, defection achievement. this is one example of the use of social media are positive that we can use.
Keywords: Social Media, Campaign, Communication
INTRODUCTION of distance and time a truly global internet The rise of the development and The convenience offered by the Internet to advancement of technology today, without obtain current information and many other us knowing it, we have entered into it or features that accompany it so that it becomes that how we address the reform of the a new media used by the public In Indonesia globalization of today’s world with things that the increase of Internet users continues to are positive, a wide range of problematic and increase signifcantly Almost everyone uses the problem that caused as a result of the use the internet for all the convenience offered of the Internet excessively and uncontrollably, Such as the data of Internet users in Indonesia so much going negative things that we often are issued by the Association of Indonesian see in the present this As contained in the Internet Service User (www ap ii or id) above, (Zakaria, Nasaba Media, ) Internet is a that the Indonesian Internet users from year global communications network that is open to year continues to increase In the year and connects millions and even billions of 2013 alone reached 82 million and predicted computer networks with various types and to reach 107 million in 2014 then continued to kinds, using a type of communication such as increase until the number million in telephone, satellite, and so forth This, From year to year Internet usage is the Internet in its development not only increasing and is becoming a necessity promises ease in fnding information but also for people Internet is one of the tangible the ease of communication This ultimately evidence of the rapid development of creates social media has become an important communication technology in the world part in human life ne function of the Internet Internet brings an enormous in uence on the to allow users to communicate with users in pattern of human social life ithout limitation other parts of the world ith the e istence
Internatonal Conference on Social Politcs 953 of social media has given rise to many social As in any political campaign in local media applications begins with Friendster, elections in the Riau Islands here there Facebook and Twitter, Line, KakaoTalk, is ferce competition between the two pairs Whatsapp, WeChat, Path and Instagram and of candidates Governor of Riau Islands, the many other social media with the advantages couple Soeryo Respationo and Ansar Ahmad and characteristics of each are brought by with HM Sani and Nurdin Basirun in which social media , Not much different from the both partners are mutually campaign through development of the number of social media various media, one of them through social users in the world that continues to rise media or those media campaigns sososial Technically social media Facebook and This is a tool that is very easy and effective Twitter is a social media service that adapts both in terms of time and cost, on the one and can be enjoyed by all types of smartphones hand these candidates promote themselves and mobile devices that promise easy access through social media because in the view to two social media The report issued by On of society the number of the majority of Device Research as reported by Techinasia people that use advanced media such as com states that 92 percent of Internet users smartphones, etc , or that to them is a great have accounts Facebook and 75 percent chance to show their eligibility to become ofusers Facebook were accessing social governor of Riau Islands So through social media on their mobile phone or smartphone media is the political actors to work together Unlike other types of social media such as with the community for the smooth way to Line, KakaoTalk, Whatsapp, WeChat, Path, promote itself, the candidate Sanur and SAH Blackberry Messenger and Instagram that as a candidate for governor of Riau Islands, can only be accessed through the OS of its both these candidates were competing own such as Android and RIM Blackberry. open network the widest as one of the new The fame, ease, and many users of contributions by using the system modern social media, into a new place which allows changes in every facet of life one such THEORY OF COMMUNICATION POWER e ample in the world of politics Starting from AND CONCEPTS SOCIETY NETWORK communication patterns change until the According aswell in (Suprapto, change of style political campaign conducted 2011), communication is a process that by politicians of this Social media as a political describes anyone in any manner, to whom party campaign activities involving citizens in with what effect a democracy such as legislative elections, According to ( aeli, ) in the ournal the presidential campaign, or the election function High In Election Campaign Members Democratic countries often do the elections of Parliament City Surabaya communication to choose their representatives, the campaign theory of power is a fnding that a person can period the candidates are busy promoting change the perception of society in order themselves to the public believe that they to get the power he wanted, namely the should be selected Typically, the period of control of communications astells presents the campaign will promote any political party the argument central that the various which contains a call to entice people to relationships of power can be changed by choose candidates for the candidate social actors who want social change by According to illeker and Negrine ( ), in uencing the public mind, ) Power is a political campaign is the period given by the multidimensional and constructed around election committee to all contestants, both networks are programmed in every domain political parties and individuals, to describes of human activity according to the interests the work programs and in uence public and values value held empowered actors opinion at a time to mobilize the community to But the entirenetwork power using power give voice to them when voting their to in uence the human mind through a variety of multimedia network of mass
Internatonal Conference 954 on Social Politcs communications Thus, the communication with a view to understanding the phenomenon networks is a fundamental network-making of what is experienced by study subjects, power in the community; 2) networks of holistically and by way of description in the power in various domains of human activity form of words and language, in a specifc terjaringkan around these networks and context that is naturally and by utilizing do not oin However, these networks to a variety of scientifc motede ualitative participate in a variety of partnership strategy methods identical to an interpretive approach and competition, practicing cooperation and ven say fundamental, qualitative research competition simultaneously to form networks methods built by an interpretive approach So for ad hoc around special projects and with researchers need to interpretation multiple partners depends interest in each Data collection techniques used is context and each moment time; 3) Network literature study, observation of unstructured power constructed around the state and interviews In this article, researchers political system plays a fundamental role in the collected literature on social media and its role overallnetwork powerThis is due to operation in politics Then the researchers conducted of the system is stable and reproduction unstructured interviews with candidates head ofrelations power within the entire network of the region on the use of social media ultimately depends on the functions of coordination and regulation of the state and BODY TEXT political system It is also because through it Social Media as a Tool of Political is the state of various forms ofusage power in Campaigns various social environments associated with Social media becomes an important the monopoly of violence as the capacity to development in the political dynamics, impose its power as a last resort (Castells, especially ahead of local elections Social ) media presents an alternative way to According to astells, with the communicate differently, including as a development of network technology, led to political instrument, both to shape public the emergence of communication model opinion, and the media interaction between radically new, which allowsgrowth mass self- the party and politicians with constituents communication,which also means the growing This is the impact of information technology autonomy of the subject of communication, has evolved rapidly Today, almost everyone “vis-avis” corporate communication, where has gadgets like mobile phones, which also users can be a sender and receiver of the can be used to access the Internet wherever message and whenever we want Castell gives his thoughts on the This is a proof that the development of paradigm of information technology with the technology is growing, mainly related to the fve basic characteristics ) Information new media (including in it the social media) technology reacts to information, 2 ) The , According to Marshall Mc uhan stated that information is part of human activity, these technology is radically changing the way technologies have the effect of pervasive, 3) humans use their fve senses, how they All systems that use information technology react to things, and change their lives and defned by the logic of networks , ) The new the entire community environment Users technology is very e ible and able to adapt, not only to exchange symbols and meanings ) Information technology is very specifc, from one person to another, but also among with the information it can be integrated with many people to many others This agrees an integrated system ( astells, ) with the function of the new media, where the production, exchange and storage of METHODOLOGY messages can be done simultaneously with This research method is qualitative the content and reach audiences infnite This research methods This method was chosen
Internatonal Conference on Social Politcs 955 pattern creates an information society that linked by: the direction of the communication; has a high interaction, which is characterized e ibility and the e change of time and roles by social proximity to other community communication environment; level control on members the message; aims to exchange messages or The term new media or new media persuade has been used since the 1960s and has According to ( rnawati, media center, covered seprangkat applied communication 2014) Social media or social media is an online technologies growing and diverse In media, the users can easily participate, share The Handbook of NewMedia,new media and create contents include blogs, social associated with connecting the information networks, wikis, forums and virtual worlds , and communication technology which is Another opinion says that social media is an characterized by mutual connection of access online media that supports social interaction to information between the individual as a and social media uses web-based technology recipient or sender of the message anywhere that transforms communication into interactive without limited space and time The literature dialogue According to Andreas Kaplan and related to new media, many likened to the Michael Haenlein in (Ernawati, media center, Internet is used as the provider of all the goods ) defnes social media as a group of or services, as well as used as an alternative Internet-based applications that build on the to the means of personal communication and ideological and Web technologies, and that interpersonal enable the creation and exchange of user- Grouping the new media according to generated content Mc uail divided into fve categories, which Of the various types of social media, are distinguished on the type of use, content blogs and social networking is social media the andcontext, namely:First, interpersonal most frequently used Social networking is a communication media consisting of phone site where everyone can create a personal web and email.Second, play interactive media page, and then connect with friends to share such as computers, electronic equipment and information and communicate amples of in computer games Third, media information social networks include Facebook, MySpace, search portal in the form of a website, and Twitter Differences in social media with search engines, broadcastteletext,radio traditional media is that if conventional media and data services Fourth, media collective using print media and broadcast media, the participation such as the use of the internet social media use the internet as a means of to share and exchange information, ideas, communication The hallmark of social media experiences and actively develop personal is as follows: relationships Fifth, surrogate broadcasting Messages are conveyed not only to one media Now the activities of watching movies, person but can control every aspect of many listening to radio and music that originally can examples of messages through SMS or the be accessed via the broadcast media can be Internet ) The message conveyed freely, downloaded and carried out through the new without having to go through a Gatekeeper, media 2) The message conveyed tends to be faster With the grouping, it can be seen that compared to other media, 3) Recipients of the new media in the context of uniting the messages that determine the interaction time unique social interaction relies on electronic Then, ( ikipedia com) ampaign is equipment, and prioriti es participation ith an action and efforts aimed at securing the content and span a limited time, can connect achievement of support, a campaign can be people who have similar interests to something done by an individual or a group of people easily and quickly ive dimensions of organized to make the achievement of a interactivity create new media is not just a part decision-making process within a group, also of the development of telecommunications, but conducted regular campaigns to in uence, the formation of virtual communities that are an inhibitor , de ection achievement olitical
Internatonal Conference 956 on Social Politcs campaign is an organized effort aimed at various digital communications The network in uencing the decision making process of is a social structure made up of nodes (which voters and political campaigns often refer to are generally individuals or organizations) the campaign in the general election are tied with one or more specifc types of In essence, political campaigns as a relationships such as values, visions, ideas, means of political education with the goal of friends, descent, and others (Barnes, ) educating the voters to be citizens who have Therefore, anyone who managed to hold onto the awareness in the determination of political power in the communication in a network, one leaders, which is based to conduct rational that is in control of the communication in the than emotional In in uencing voter behavior, network sometimes carried out with the campaign In the online social networking and strategy through the mass collection or go the website is not only the politicians are directly (face to face) an also through deliberately marketed parties or candidates media such as billboards, posters, ags and for regional heads who will compete in pamphlets or by using the mass media, both local elections, but the community also print, such as newspapers, magazines, and participated respond to the political situation electronic media such as radio, television, and in Indonesia Not only to comment on the Internet media Some social media services political situation Indonesia alone, but people existing internet such as social networks, sometimes indulge even further than in a blogs,wikis,and others provide convenience real neighborhood ommunity activities will in political communication from meeting respond to political issues in cyberspace or directly be without limited space, time and the internet sometimes more impressed bold, distance, so that users can easily participate starting from berate the board tertangkangkap in social interaction wet meyuarakan corruption and their Campaign through media Social aspirations begun to be exploited after the collapse In this case the use of social media as a of the New rder regime In the and campaign tool also has a negative impact and 2004 elections, is already party or candidate positive impact The following positive and campaign through social media is a new negative impacts of the use of social media to method for the development of democracy campaign politic (sourcein solar laptop ) in Indonesia olitical parties, candidates, candidates for president and vice president POSITIVE IMPACT as well as candidates for regional heads now The terms of effective range that is able rely on the media as a means to establish to greet each user and a much cheaper imaging profles advertise through social cost compared with the conventional media, because social media was considered media effective enough to mendongrak popularity an sociali ing and communicating with while increasing the vote in every election or people who want to oin lection In social media political advertising Social media is an effective means to plays an important role in shaping imaging to convey political messages, such as win popularity, acceptability, and elektabilitas rogram party program atupun the profle Activity in the virtual world can be a of the leader candidates themselves proftable politicians to campaign freely and The effciency of time and and funds and easier, just have to have a management funds in mene aring sympathi ers communication The e istence of the activities acilitate to build opinion so as to amplify in the virtual world has become a reason of its the sound that formed the community own to politicians using the internet as a media ffects publication into which is one campaign The creation of a society that no indicator of popularity will occur more other network is a social structure of society in quickly through social media the early 21st century is formed by a network of Make it easy for people to digest political
Internatonal Conference on Social Politcs 957 education through the dispute-dispute 1. Strengthening effect or controversy arising from political ne of the frst steps in planning campaigns in social media political communication is to identify the main it easy to capture and mapping the message of the campaign The message strength in the midst of political pontensial is then delivered through of ine and digital political campaigns in social media can media such as print, door to door, town hall be very diverse and colorful meetings and debates on television These social network has removed geographical efforts play an important role in creating and psychological distance between the communication and raising awareness in candidate the leader with the holders the minds of voters But what happens to of the sound anyone can greet and messages in the debate and this campaign if lamented with a leader yabg usually like you ust go away This is where social media ivory perhaps this is what makes leaders played a role; documenting, remind and who campaigned on social networking reinforce the message to the public becomes boosted its popularity 2. Forming Personal Connection (To NEGATIVE IMPACT Many People In The Time) Resides in cyberspace, anyone with an Cory Booker, Mayor of Newmark, New anonymous account can perform black Jersey (population 280,000 inhabitants) has campaign or throw negative issues more than million followers on Twitter concerning candidates or political party Ambitious known fgure in utili ing social leaders And response to these issues networks This mayor has managed to form can also occur very quickly, including the personal connections with tens of thousands spread of people Although not all candidates are able eud campaign between political parties to utilize social media extensively, Booker Yag mutual vilify the other party and success story illustrates one feature of Twitter tend to marginalize the political party and facebookers (the term for penguuna specifc will affect public perception of facebook) the most powerful, the fast access the political parties, and the worst is the to multiple targets at the same time as the emergencecommunity apathy media campaign eople want to be heard, Social mediasignifcant effect only for while social media gives them space to politicians who work all the time Not an voice their opinions directly to their intended instant ob fve years They were intense (candidates) The public also wanted to share spreading of ideas and discussion within the things that matter to them, as well as a a particular feld in depth all the time will pattern for the interplay of opinions, and -lagi- get the results during elections again with social media, all of that possible eople are much more bold to comment When a politician to reach individuals directly, on social media, but did not dare take the connection with the public and constituents responsibility for his opinions in the real become more closely than just a handshake world when the campaign However, despite the use of social 3. The device is available today facilitates media as a campaign tool have an impact, the delivery of messages this does not totally discourage the politicians when social media is still relatively to continue to use social media in political new, the time required to design, manage, campaigns As reported by the ( rnawati, design and spread the message content is media center, 2014), while some of the a big burden or most campaigns are labor reasons why politicians use social media in shortages, this challenge is very heavy political campaigns, as follows: Infrastructure and the advancement of web and mobile applications available today,
Internatonal Conference 958 on Social Politcs allows users to access information and using social media is a problem of identity disseminate messages quickly and massively usage , As we know, the use of identity in Users simply choose the system (it can even social media often are not in accordance with use a mobile phone) and the format of the what is stated on the card to their original application in accordance with the needs of identity, so the need for more attention from the target at the same time the campaign the public to the accounts using the names budget of the candidates poitikus that will follow the election or general election Other 4. Build Ability to Respond to Since April yesterday, the Crisis may appear at the end of the Commission has issued Commission campaign period Suddenly circulating Regulation ( K U) No of concerning negative rumors, attacking and of course the election campaign verall, there are potentially reduce the level of desirability In a chapters in the K U Interestingly, similar situation, the presence of social media Article of which has defnitively regulates is increasingly needed In moments of crisis, election campaign in social media, namely it is very important to use communication Article , , , and In Article , the channels that have been established in order campaign through social media included in to bias act, respond quickly and effciently the ther Activities airs of candidates Therefore establishing connections through and / or the campaign team carry out other social media is not started after the crisis, activities referred to in Article aragraph ( ) but not before By having the relationship c of the form: public meeting, with a limited previously strong, the member huge impact amount of cultural activities (performing arts, on public perceptions and the potential harvest, music concerts) sports activities to minimize the negative effects (or take (hiking leisurely, relaxing bike) social events advantage of the positive situation) This (fairs, blood donor, race, birthday) campaign is where the point of the campaign through through social media lection campaign social media, namely the fast lane and directly through Medsos, in accordance with Article to the public in person, on the basis of trust 5 Paragraph (3) c, is categorized as “other (confdence) to give a response to the crisis activities that do not violate the ban on campaigning and provisions of the legislation 5. Not Just for Communication hile Article , set legali ing offcial account When people think of social media, they in Medsos, as follows: Campaign on social usually think of it as a mere communication media as meant in Article paragraph device Though there are many valuable conducted by the candidate and / or the things from the utilization of social media, campaign team more than simply broadcast a message and Pairs of candidates and / or the engage directly with people Through social campaign team can make an offcial account media research generates large amounts on social media for campaign purposes of data and information every day hen during the campaign period airs of the campaign team was able to collect a lot candidates must register at the offcial social of information from the public, then able to media accounts referred to in paragraph (2) analyze it properly, it will produce a map and to the rovincial K U KI Aceh or K U program strategies that can be used as a KIP district / city minimum level of at least campaign worthwhile 1 (one) day prior to the implementation of In terms of legal protection, the use the campaign Registration social media of social media as a means of political accounts referred to in paragraph (3) using campaigns is not always ustifed, because BC4-KWK model form to be submitted to: there are some regulations that have not rovincial K U KI Aceh or K U KI been studied in depth by the ommission districts cities Bawaslu anwaslu provincial The most important issues in the campaign or district city Indonesian National olice at
Internatonal Conference on Social Politcs 959 the relevant level As a prospective partner According to Dick ostolo, of and archives hile Article , the rules of Twitter as quoted from kompas com, globally, the election campaign in Medsos is set a little the latest data available in December 2014 more technical, namely: Matter campaign in , there are 284 million active users of the social media as referred to in Article may service Twitter users in Indonesia was very include: writing voice writing and drawing much, 50 million people and the number pictures, and / or sounds and images; which is growing and growing, so users online, is narrative, graphics, characters, interactive Internet users, he said ith the growth of or non-interactive, and which can be received Twitter users are big, Costolo assessed that via the receiver ampaign material on social Indonesia is the most proftable market media as referred to in paragraph (1) in With the number of users of social accordance with the law on elections As for networks like twitter, would be more benefcial in Article , affrmed a rule to immediately for the candidates and successful team they close the offcial account on social media after are, because their main goal to aim twitter the campaign fnished ouple of candidates users have a chance of success big Besides and or the campaign team offcial must close Indonesia, twitter social media is also loved the account in social media no later than by many countries around the world, as seen one ( ) day after the campaign period ends in the chart below (Kompasiana com) (kompasiana com) As seen in the graph above, Indonesia Here are the data of users of Social including active user network twitter The Media in Indonesia average age who use twitter in Indonesia is Twitter sekitarann aged years Age years old is the age-productive age who have been able to vote in elections, so that if the politicians campaigning on twitter, berkemngkinan are most effective for average users are voters who are still confused about analyzing how to choose a candidate who will represent them in the future government
Effect of Political Communication Through Social Media Campaign Against Political According to Sanur, which is reported in the journal Effectiveness Legislative Election Campaign 2014, a campaign is a means of political education at the same binding political commitments between residents of countries with participants emilu melalui this election too, the candidates obtainingpower, For Memperloeh power politicians Can be seen in the chart above, that set the strategy of communication via the users of social networking in Indonesia, Internet political campaigns, which is famous especially on the use of social media twitter, with money politics, stage folk, posters the average age of users is of childbearing and billboards gradually been upgraded in age ith the number of reproductive age accordance with the progress of time Such who use twitter, then social media as a tool of as reports ikipedia com article in the online political campaign is also to be excellent at the campaign that has recently intensifed after moment, in addition to Twitter, a tool political the Barrack Obama’s victory with the help campaign can also be used via instagram, of social networking twitter has become the facebook, or website their offcial website focus of political marketing researchers all
Internatonal Conference 960 on Social Politcs over the world and Indonesia is no e ception and its negative impact is as follows: Political campaign is now no longer talk about how we should distribute momentary pleasure Using Social Media In Candidate Pairs HM. to voters who may not be later voters will Sani And Nurdin Basirun choose concerned, but the value of a political The pair of Muhammad Sani and Nurdin campaign is now growing as the education Basirun (Sani-Nurdin) will declare himself as voters with the help of the Internet as a new a candidate governor and deputy governor medium Riau (Riau Islands) ith the aw No , , the citi ens The pair is carried by the Democratic of Indonesia has been pedestrianized legally arty, Gerindra, the National Awakening and formally in the activities of accessibility of Party (PKB), the United Development Party internet media, despite the fact it has not been (PPP), and the National Democratic Party able to fully guarantee there will be no crime (NasDem), in the elections simultaneously in in cyberspace again As stated in hapter December General rovisions of aw No In , the In addition to the support of various scope of the discussion of this Act include parties that is certain, this pair (SAH and lectronic Information Sanur) also did not miss the use of social lectronic Transactions media for campaigning , through a team Information of volunteers to them, social media is run Technology lectronic Document as a campaign tool that attracts attention lectronic Systems especially to the voters, such as the potential Implementation of electronic system partner governor SAH, they are actively using Network electronic system social media like instagram lectronic agent But according successful team of lectronic certifcate the candidate pair gubernatorial candidate SANUR, they not too actively using social Roger and Storey ( the Inter-Venus, media, their only course open facebook 2004: 7) gives the sense of the campaign as pages Because according to him, who can a series of communication actions planned access social media only from certain circles, with the aim of creating a particular effect on a such as students and middle and upper class large number of audiences that was done in a society Because on certain considerations, sustainable manner at a certain time It should yatu widespread campaigns of negative as be noted that the campaign messages should well as the relatively high cost of tariff internet be open for discussion and criticism This is that caused the ineffectiveness of social possible because the idea and purpose of the media as a campaign tool during the election campaign is basically contain the goodness campaign at this time to the public and even some campaigns But it is different with the team SAH, they intended solely for the beneft and welfare are actively using all social media including (public interest) Therefore, the content of the websites, according to them, the campaign message should not be misleading, so here through social media is considered to be there should be no compulsion in in uence more effectively viewed from various angles In addition to the topicality, television of the feld ne of the consideration of their with the characteristics of audio visual provide statements saying that campaigning through a number of advantages, including able to social media more effectively than campaign convey messages through image and sound directly is, for Riau Islands itself, made up simultaneously and live, and can display the of thousands of islands and places, making room very wide to a large number of viewers it impossible to candidates for governor and at the same time (Nurrahmawati, ) vice governor to campaign in with islands The online campaign also has some positive scattered to directly socialize with the local effects and the negative impact from the point community of view of society Some of the positive effects
Internatonal Conference on Social Politcs 961 For the users of social media in their rnawati ( ) Media Center Retrieved opinion, it is more to voters early and for the 11 21,2015, from http artikel opiniku people who understand the technology blogspot co id efek media so- sial dalam kampanye politik html CONCLUSION • DOCUMENT It can be concluded that, by using social media, would be more effective in terms Undang-Undang Nomor 11 Tahun 2008 ten- of communicating, especially in the feld of tang informasi dan transaksi elektronik peraturan KPU (PKPU) Nomor 7 Tahun 2015 social and political, as with mneggunakan Tentang Kampanye Pilkada social media, all ages and people can see and read what is happening at the moment • JOURNAL But in addition to provide convenience for the public, using social media as a campaign tool Debora Sanur egislative lection also has some negative impacts, among them ampaign ffectiveness 2014 ol I, are uses fake accounts, black campaign, as No I DI April well as the parties are not responsible, such enus, Antar , Campaign Management: as the hacker who hacked accounts which Theoretical and Practical Guide to are used for campaigning Making Communication Campaign Panduan Simbiosa Rekatama Media, CITATION AND REFERENCE Bandung aeli, I N ( ) unction of Internet on • WEBSITE Politic Campaign of legislative selection ww Techinasia com on Surabaya Politic and Internet. ww ap ii or id ww ikipedia com • BOOK ww Kompasiana com ww Kompas com Suprapto, T ( ) Introduction of communi- www.kemenkominfo.go.id cation science. ogyakarta A S http flosofkopi blogspot co id • INTERVIEW • ARTICLE - Basarudin Idris (leader of volunteer of Zakaria, M ( ) Nasaba media. Retrieved SAH T I BINTAN) 11 21, 2015, from Andi Anhar halik (counselor of volunteer http nesabamedia com pengertian fungsi team of SANUR) dan-manfaat-internet/
Internatonal Conference 962 on Social Politcs E COMMERCE AS CONSUMPTION AGENTIN NEW MEDIA
Zein Mufarrih Muktaf Department of Communication, Universitas Muhammadiyah Yogyakarta
Abstrack In Indonesia, many based business online. Big corporate of online business such as bukalapak.com, olx.co.id, lazad.com, began to reap much proft. Online business is an attractive business. This study tried to see how the online business as a commodity transaction site, and become part of a new mass culture of consumption. In conclusion, e-commerce is not only a commercial media. Brand in online business become “a sign” which refers to the signifcance of consumption. In the new media virtuality is a reference. The medium is the message. In the era of the consumption society, online business is as construction on the symbol, social class, and social prestice. Online business is a real form of virtual culture in the new media era. Online business is the solution consumption in space and time is not unlimited.
Key word: Online Businesss; E Commerce; Social Class; Virtual Culture; Medium Is Message; Globalization
INTRODUCTION not been much The concept of buying and selling But today, the development of business in the society continues to change, from by using the internet is not like before a barter system to system money as the anymore Increasingly sophisticated internet representation of the value of an ob ect At technology to make sales with the internet the beginning of civilization we know the form medium more attractive Business use of the of the sale of simple, open shop in a crowded internet is often referred to as e-commerce public space, be a sign that we are selling getting better and well-established, especially something Another approach is done with after the era web become the standard in personal selling, direct sales are conducted the development of internet afterwards face to face, where sellers and buyers see In Indonesia, development of each individual response (Moriarty, ) e commerce is late Not because of The sales change over time Now this infrastructure and human resources are concept of sales and promotional changes limited in internet-based business systems, are signifcant, especially after our entry in but the character of Indonesian society the new media era New media era brought awkward by selling is not real Besides their us new forms of commercial transaction, not so believe with this kind of business Adit sale, and consumption styles New media as a marketing communication Buka apak era characterized by the emergence of the com said the biggest challenge of e commerce internet, smartphone and console, bringing business in Indonesia is change people our world more quickly, simple and globally to believe about online business and then Preceded by internet technology that brings want to shop on the internet medium without the world community increasingly closer hesitation by communication links more practical and Because the pattern of transactions cheaper in Indonesia are very cultural, e commerce Internet technology is utilized by the businesses should create a business model business In the early development of the that can be adapted to the style of Indonesian internet in civil society, businesses have society g as kaskus co id who opened a started to adapt to the technology Ama on special forum of sale with the name “Forum com or Ebay as a pioneer of business Jual-beli”, how to use the two approaches viaintrenet has started, though at the time of namely COD (cash on delivery), or delivery internet technology is still very limited, and of the package if it is not possible by D the market in the medium of the Internet has On delivery of the package is in order to
Internatonal Conference on Social Politcs 963 trust each other to use the oint Account signifcant change in the pattern of public (rekeningbersama) oint accounts are used spending several years onsumption as a means of control if one of the parties to a patterns will change with the changing media transaction commits fraud or to lie technology This has become an important l co id which is an e commerce part of this article, the author tries to examine portal that replaces tokobagus co ide critically how the phenomenon of e commerce commerce is used as a tool to display try to adapt as a commercial medium in the the product sellers, called e commerce new media in the era of consumption based clasifced All transactions are the The purpose of this article is as initial responsibility of each person making a study for further research in the feld of transaction l co id only as the provider of promotion studies, and media consumption the page behavior At this early stage in the research Bukalapak com and e commerce portal method, the focus on the critical paradigm selling the like is a metamorphosis that has approach with reference to the sources of the been successfully carried out by a Kaskus appropriate literature with ForumJual-Beli But Bukalapak com make better with a regular pattern and good CONTENT For example the menu is simple, clearer Buka apak com, tokobagus co id information and selling products that are more (now ol co id), bli bli com, a ada com are diverse some popular online business site called a ada com is an e commerce success e commerce commerce is electronic with different sales patterns compared with commerce, which is a trading system that other e commerce a ada sell own products, uses electronic mechanisms that exist in the although the reality is not like that Its products Internet network ( ahyono, ) Indeed are taken from the store or distributor with there has been no defnition of e commerce cooperation on behalf a ada Remarkably that represents overall If bukalapak com, ol Lazada, the cost is competitive when co id, la ada com and the like are considered compared with retail products in general e-commerce, then as e commerce that what From what is described above, the is most appropriate for the site Because each development of e-commerce in Indonesia is online business site has its own character or unique ach e commerce website has the e ample bukalapak com have different styles style and pattern as part of market strategy with la ada com who sell their own products Different patterns are part of trying the best If bukalapak has a unique style (using the strategy, while people in Indonesia are still “joint account” as a means of security of not ready with a new concept of trade nline transactions), then what ol co id style that business sites which have been mentioned has its own pattern of letting the user should above a site that has successfully discovered do the transaction? So really what Wahyono Indonesian style private consumption, which said that the concept of e-commerce into the makes them believe, and want to shop defnition tends to be absurd through the site When referring to the meaning of Looking at the phenomenon of e electronics, then the e commerce not only commerce today, spending will be more simply, refers to business-based online course, can operational for shopping to be a bit (because also use the telephone, or other device that it does not need to leave home, or while doing represents the electronic defnition ahyono other activities), the seller no longer think to ( ) mentions that more general defnitions open a store, which automatically capital cite Electronic Commerce Expert Group budget is getting lighter It would affect many which defnes e commerce as follows new entrepreneurs using the internet as a E commerce is board concept that medium of marketing and promotion covers any commercial transaction The author feels there will be a that is effected via electronic means
Internatonal Conference 964 on Social Politcs and would include such means as profts is by utili ing the transaction facsimile, telex, EDI, internet and system the telephone Advertising It is an online business that provides Referring to the above defnition, then advertising space for users who want the e commerce is a transaction using the to advertise their products Users pay electronic medium If the defnition of an for services portal There is also the effective e commerce transaction is using an approach by giving the banner space to electronic medium, the e commerce becomes advertisers, use search engines, or take more e ible advantage of certain web that visited In the era of new media, e-commerce which if clicked will display those ads many interpreted as commercial transactions automatically using the Internet medium as the primary Infomediary medium Unlike a decade ago, today s Online businesses aim to provide data information Some forms of this e commerce much identifed with the new business usually provide information media commerce as bukalapak com, ol as promotional activities rovide co id and the like refer to the new media advance information about the product, approaches such as that written by Lister if interested it will proceed with the next ( ) Basically the new media there are marketing step two main elements, namely digitalization and Merchant virtuali ation commerce likebukalapak, It is retail sales, or selling products with JualBeli forum Kaskus, and the like showing the form of catalog products retail the characteristics of new media, such as Manufacturer (direct) interactive, hyperte t, dispersal and virtual It is a direct sale from producers to Interactive becomes very important in consumers which sales to consumers aiming to reduce distribution costs online business Interactive becomes very Affliate important, so that two-way communication Online business is to cooperate with occurs Besides the online business should other websites (not independent) It is also provide simple pages used by the user usually advertised on the website that User buyer and seller can use it easily without the visit is high having confused about what to do, it is easy ommunity to fnd information and easy transaction Is an online business that departs from Online business refers to the idealism, survive because the cost is characteristic of the new media further supported by the community, for example dispersal More different from the early ikipedia, kaskus, and so on days of e commerce that sells a commodity Subscription itself Now, some online businesses ust be Online business is oriented to the a provider of the page to the user to do the customer for nstance, product information that can only be accessed by selling Then the seller can be a buyer, and customers who have paid or have been vice versa veryone can make their own doing things according to the website commodity content and sell it to many people owner requirements Sell songs, videos Everyone can see the commodity stuff and and so that only subscribers are allowed can buy products access According to Rappa ( ) is basically Utility online business is divided into 9 main Almost the same as the subscription, it s categories, namely; just that the system works like a “meter”, Brokerage how long you use, then that is where you It is an online business that utilizes have to pay ay according to what you space to connect between bussines to are doing bussines, bussines to consumer and Bukalapak com online business consumer to consumer How to take likes tend to be absurd However, Adit as a
Internatonal Conference on Social Politcs 965 marketing communication from Bukalapak network ( ister et al, ) com sees the portal as a portal classifed What is said by Rob Shields (2003), (October 24, 2015 interview), the e commerce that the virtual is a real but not concrete that provide services to advertising space for Virtual often associated with something users who wish to utili e their space However tangible and realistic, but in the same sense also associating with something bukalapak com not fully use the approach abstract irtual in the study of history to e commerce with clasifcated advertising was associated frst with something approach, but also combines the approach mystical irtual comes from the atin of auction brokerage by using a broker, virtus which means strength In because bukalapak using oint bank account medieval times the word “virtus” changes Bukalapak will beneft from each transaction the meaning of being “virtualis” which In addition to beneft from the portal provider, means kindness Kindness refers to a the system is also easier for people who are force of good or pious It could either be not ready to use a credit card a power of divinity that contains pious, moral, intellectual and so on haracter nline businesses such as bukalapak look real, but abstract com are many in Indonesia (in the form of a Virtuality which means “kindness” fusion between the classifed advertising and began to be sued by the reformists led auction broker brokerage,) ther popular by Martin Luther in the Real Presence online business used in Indonesia is a models of hrist in the ucharist Martin uther exchange marketplace in the brokerage sued about the real presence of Christ in category e commerce online that use this the ucharist or the orthodo atholic model in Indonesia is traveloka com, nusatrip doctrine of the real presence of Christ, it com and so on Marketplace models utili e is a real virtually God cames in the ritual and its adherents can feel its presence the practicality of people who do not have signifcantly time to do transactions manually, and simply Still within the scope of the church make transactions via the internet medium is and of European civilization, the next assisted by another medium virtuality is the displacement of an Another is the online business models abstract virtual to virtual imaged or so- that use virtual approach to the virtual called virtual image irtual image of marketplace or mall This model is interesting the Middle Ages in the era of Baroque because we are treated by a variety of products (Baroque design concept) refers to an displayed by the website owners (like a store illusion and simulation In the th century that provides a lot but virtually) The website this is the virtuality has begun to crawl on the concept of virtual simulation Baroque owners become reseller (retail) products are design form shows how you enter the sell, such as a ada com, alnect net, blibli church as you enter the atmosphere of com and so on heaven, using the illusion through media a Virtualitasis a Culture walls, marble oors, until the dome Referring to the era of digitalization even seem strange, but the effect of and new media, virtuali ation is important the Baroque in virtual civili ation has Virtualitas not just the technology but also in uenced subsequent virtual civili ation as a culture As said by ister ( ), Baroque art has become a hallmark that vitulitas not just as a technology, but of the shadow that looks more real also a culture ne time virtual become Empty space and solid show dimensional reference Reality isabsurd, reality is space visible The theme is deliberately replaced by a form of virtual reality dramati ed story Baroque art is also Basically there are two forms of applied to buildings such as churches to virtual reality, the frst e perience of show the effect of virtual illusion interaction available in a new form the The next development is the virtual image and simulation technologies, and approach which refers to the panorama the second form of metaphor “place” Like those made in the Hague and “space” through a communication Netherlands since 1881 as Panorama
Internatonal Conference 966 on Social Politcs Mesdag A place is in aiming to build a medium commodity for sale In the kind of simulation of life on the beach process virtuality become an important through paintings The painting comes asset in the industrial capitalist In other artistic support for real impression words, the virtual approach the main felt e were directed to enter the real goal when traditional approaches are no world, but not concrete In the same era longer attractive in commercial symbolic also appear obsura camera technology value capable of creating a real visual of the Virtual technology is very important real image in a commercial environment The most Limonoidsvirtuality refers to the severe is the use and utilization of digital concept of space in the virtual world money approach to digital technology and Now the virtual concept already refers global networks e have the money, but limionid, people in position relapse a form of money that is not there, we just when entering the virtual space (to see it virtually in digital numbers Money know the new space, simulation, fction, spinning very much, but there is no real perception trick the mind and body, until money This is what makes the virtual we feel moved to another place) Society technology into something important put itself on social identity and the new today responsibilities in the new space imen irtuality requires a global system also refers to the space “between”, Virtuality in the context of capitalism must which means that we are between real be intertwined with each other around space and virtual real In addition there is the world to be bound to one another also a liminal designation which means in favor of capitalism and consumption territory, environment or virtual space, In addition the global system also where people meet and interact in a establish ideological hegemony which virtual space are the most strander in technology irtuali m In the end the concept of Global system of standard campaign virtuali m to appear irtuali m is a virtual information technology standards and itself irtuali m become a point of view embed it in the public mindset irtuality that the virtual approach then everything in shopping is a real one irtuality is a will be resolved irtual regarded as a reality, there is no geographical bulkhead solution of a problem irtual become for consumption and so on Globali ation a sort of purpose of all, whether the became a standard concept of temporal and divine In a E commerce online is the logic of secular concept, virtuality with liminal consumption closer to us virtually nline become a kind of reference, especially in business easier than ever to shop ase the commercial sphere of virtual technology now makes things simple and easy Because of its simplicity irtuality, apitalism and Globali ation and practicality make consumption irtuali ation fnd its place in the activities become more tempting new media era here virtuali ation concretely represented in the image, c E commerce as Medium “a Sign” simulation, or fction more real Also Consumption in the new media era medium gives a Now is a consumption era, where signifcant role towards the creation of a consumption is considered a part virtual space that is more concrete, such in establishing differences such as as the emergence of smart phones, the differences in status, symbols and social internet and console gaming prestige ( iliang, ) Bukalapak com, the advent of virtuality which initially Hi up com, tees co id and forth in the te t as a virtue, piety, democracy, build the shown that the goods sell are commodity valuable culture, now transformed into products “standard” into consumer a capitalistic area, popular culture, products that demand a lot of people consumption, which ultimately reduces Besides the giant online businesses the spirit of virtuality as liminoid ideal try to present its products and provide space irtuality is now an attractive offers convenience and practicality in the
Internatonal Conference on Social Politcs 967 transaction business is the same as conventional Referring to the media theories of products But what becomes interesting Marshall McLuhan the medium is the is the medium that will also be important message, that in the modern era where Medium indirectly build relationships over technology medium grown rapidly, the symbol, social class and lifestyle making the medium is no longer merely Rob Shields said that instead of as a medium messenger, but it becomes virtuality in the era of new media into the message itself Medium become a the solution of social problems in space sign social Then what about the position liminoid, instead become an increasingly of the message? In view of McLuhan, powerful capitalistic area uoting that’s just kind of a message or content Baudrillard that today’s society has been displacement of messages in other stuck in the capitalistic system Society media (Holmes, ) Suppose a plane became silent people, who are not crash, so be it newspapers, television, creative, and trying to consume what is radio, and the Internet together broadcast in front of them System medium online the same event ontent becomes not businesses provide a strong atmosphere so important anymore, because all of consumption, rather than being the broadcast the same content offee is creator community and provide a social the message, wherever coffee tastes the solution same shape and the possibility of the same But it would be different if it is in the commerce as onsumption Agent packaging of coffee Starbucks or Coffee commerce is consumer agency Bean Telegram (letter) and e mail, for E commerce creates media technology example, although the same content by placing the media as a commercial (text messages), but the way we looked message commerce build the myth of at will be different at this day So when the internet as a medium consumption the rapidly growing media technology, of the most easy and ideal e commerce the role of the media is important The is a medium power, especially when the medium is the message is when people sub ect of consumption hen operating choose because of the difference If it the medium of the internet, subject to is associated with a consumer society, feel his power Sensation of power made the media is also a part of the image the subject continue to consumption, such as differences in consumption over such as biological desires that continue the symbol, status and social prestige to exist and must be met as soon as McLuhan in theory many highlights in the possible development of media technology and In a meaningful medium of the society change in media consumption internet has also become a sign on When connected with an online high technology converging on social business, then the internet for some people class differentiation and social symbol has become the medium of consumption, Because when the medium of the becomes a medium of social class and Internet is associated as a “sign” medium lifestyle It is visible, the internet medium consumption, the concept of social class (for medium consumption) to change and the symbol operates therein Brand the public mindset about everything, online business became a sign of where for example changes in thinking that the audience is internalized by the sign, products sold online is more practical which makes people believe, and would and is not constrained by space and do consumption orporate brand in time, transactions simpler Society is the online business as a mark on the directed at a view that buying the online corporate brand products, such as the medium would be simpler Hegemony Apple products for e ample If we look globalization will affect the future at Apple, which in our minds is a high development of online business tech, elegant, prestice, and the arts Referring to the concept of the The Apple logo is indirectly be a sign medium is the message, that the content that culminated with high technology, (commodities) are presented in the online elegance, art, and prestice The same
Internatonal Conference 968 on Social Politcs thing as is done by most of the online plenty of choices In addition we were business brand In order for the audience treated by the value of the product that to believe in the brand, the brand must can give us the emotional needs better be a sign that the audience is able to Stimulus consumption in the online internali e ith trust, the online business business into the effects of waves of will run smoothly bukalapak com is a great shopping and great proft revenue brand that has become a sort of “sign of for online businesses in particular, consumption If the hearing bukalapak industrial commodities and products in in mind we are spending every product, general brand recommended a lot of people, trustworthy, and easy transaction e onsumption ra in rivate Zona Digital money also provide more Online business easier for e ible space that consumption in the consumers to shop without having medium of the internet more easily to leave the house, or go shopping Virtuality in online business becomes without having to leave work activity important It is seen in online shopping Through the medium of smartphones which is abstract e are not presented and notebooks we can freely shop The by the material form of commodity ease of the advantages of the online products, but we are presented with business hysical activity e penditure an image that represents the product was replaced with a virtual shopping onsumers feel confdent with the activities irtuali ation in the online products that are bought in the concept business has changed a new order in a of real and virtual transactions trading logic, such as social relationships Bukalapak, Hi ab Up, tees co id, are no longer needed e do not know a ada, Tokopedia is a sign nline who we seller, because the seller is a business is a medium once the sign is complex system which is not designed built to represent consumption Brand to perform conventional transactions relationship with consumers not just Almost quasi using IT systems that are transactions alone, but it can be an automated emotional relationship in the context of Consumption in private zones also consumption motional connection can provide a more realistic understanding be done by using the brand community, of the style of future consumption something that has been done by Consumption of more independence, the Jual-beliKaskus forum, in which more personal and more power over social development is built organically his sub ects A social system which consumption by the community control themselves indirectly replaced Consumption is no longer only limited to by a system that is more powerful ego transactions only, but the ideological in consumption In the future, we will Online business like bukalapak, see an era of private consumption, after Tokopedia, and blibli com stimulate this time we have experienced a change consumption ommunities that initially of medium, from general be personal skeptical did consumption became (a smartphone technology with private interested in doing consumption nline character) business provoke audiences to consume Medium internet is basically not as CONCLUSION commercial media, but when someone Globalization virtuality which has is using the Internet, without realizing we have entered into commercial space become a culture in the era of new media We like on the streets, where many ads utili ed by the e commerce business irtulitas placed on the streets, shops lined up utilizing online business to be a “virtual space” waiting for a buyer, though at that time like a real space In addition, because virtual, we did not want to buy space and time is not an issue in the world Online business into a strategic of e commerce The consumer believes to agent for consumption e were treated conduct online transactions because the to a commodity product in variety and brand image of the online business is a sign
Internatonal Conference on Social Politcs 969 that is internali ed as a sign of consumption A Transaction-based Framework Like when we know the Matahari Mall,Ciputra, for Business Models in Electronic Ramayana, and so on ublic trust towards Commerce, paper presented at certain online businesses attract customers the 11th asifc Asia onference to buy, even more shopping can be done at on Information System ( A IS), home, without having to leave home Shopping Auckland, New Zealand, uly space included in the private sphere indirectly Shields, Rob, (2003), The Virtual, (translate become an independent space as well as a by Hera Oktaviani), Yogyakarta, sign of power relations on consumption alasutra
LITERATURE iliang, asraf Amir, , Hipersemiotika, Bandung-Yogyakarta, Jala Sutra Wahyono, Teguh, 2006, EtikaKomputer :TanggungjawabProfesional Holmes, David, (2005), Theory di BidangTeknologiInformasi, Communication, London, Sage ogyakarta, enerbit ANDI Publications
ister, Martin et al, ( ),New Media: A Moriarty, Sandra, et al, ( ), advertising, Critical Introduction, London and New Kencana, akarta York,Routlege Rappa, Michael, (2010), Business Models on Sumbe, Sambine&Madlberger Maria, (2007), the eb, http digitalenterprise org models models pdf
Gelinas, acques, ( ), uggernaut olitic, Zed Books, ondon and New ork
Internatonal Conference 970 on Social Politcs IMPLEMENTATION OF HEALTH REFORM IN EXCELLENT SERVICE HEALTH COMMUNICATION WHO GET MEDICAL TREATMENT ABROAD FOR PATIENTS IN PADANG CITY (Phenomenology Study of Patients Getting Medical Treatment in Malaysian Hospital)
Elva Ronaning Roem [email protected] Doctoral students of Communication Sciences, University of Padjadjaran FIKOM
Nadra Ideyani Vita Lecturer in the Department of Social Communication, University of Andalas
Abstract
A good health communication becomes a craving for everyone who wants to get well from their diseases. But, the low capability of health service in Indonesia which is followed by rising cost, causes diffculty for people to harness the health service. This effect is also felt until Padang city. Many patients in Padang choose to get a medical treatment to other countries. The reason why they choose that place isn’t only caused by the management health service in Padang which is still low and ineffcient, but also because it is very bureaucratic. It is different with health service in Malaysia country which is focused to a friendly health communication and health quality. This study purposes to describe the factors that bring patients in Padang to go for a medical treatment to Malaysia. The study shows that a good health communication which infuences to hospital service, is medical personnel.
Keywords: Health Communication, Service, Health Quality, Health Reform
BACKGROUND relation with hospital, health clinic, or medical The increase of technology causes fast treatment place which create interaction improvement of information about health, and and comfort sense in communicate so the in uences to society growth In good health message about health information that is implementation, there must be a process accpepted and given by doctors, nurses, to grow up or divide patients with means to hospital servicer, and patients or societies in uence their knowledge, action, and their become effective in its practical and worth for belief about a healthy lifestyle So, someone patients About service quality, in the end, is will satisfed with the service which is accepted a quality that must be related with custimer s and see that satisfed as a form of high quality hopes and satisfed the customers in health business According to Mills and ucy ( ), According to Rat an in Alloliliweri, excellent health service in developed health communication must have partnering countries is caused that they are more focus process that is related between participants to heath status counting from times to times (Patient or Society) according to two ways Mill and Lucy’s statement is match in seeing dialogue which there are an interactive sense, a reality that health is a need to be attended, changing idea, a deal about health ideas, and because health is the main of every activities a technique from a sender to acceptor to get for someone s life Nowadays, we can t avoid information about a balance health to upgrade that health sector is a promise business their comprehension together (Rat an, S , opportunity e can see the reality, today, in Alo iliweri ) Indonesia, there are more privatehospitals rom that defnition can be meant and clinics. even that hospital says that their that health communication does not only hospital is using an international quality and talk about health statements, but also about quantity And the hospitals try to increse their
Internatonal Conference on Social Politcs 971 patients with improve their services Nowadays, there are hospitals abroad such In fact, health service in Indonesia is as Malaysian hospitals as Mahkota Medical till traditional, conventional with a high critics Center Hospital and Greywater Hospital has although they try to take their international opened their subsidiary in adang And this level as their visi and mission But, e cellent health sector business is trying to cooperate service that is claimed has not been with the government to get license to become seen in the process There is patient who a servant of good health based by the still disappointed by the hospital whose Millennium Development Goals (MDGs) for international level, it’s like Prita’s case which peoples in adang disappointed with the service of the hospital The existence of Malaysian hospital whose international level, so Prita’s case representative in Padang brings renewal for must be end in udgments the peoples of the city, because they could be This is an effect that actually, service in alternative hospitals beside the government the hospital of Indonesia is still low than the and private hospitals or health clinics in the other countries Society often hears that the city hospital denied the patient because there is The highness interest of peoples in no more room Hospital in Indonesia should Padang who went to look for treatment copy the hospital in other country, such as abroad especially Malaysia, making them Singapore or Malaysia The hospital in those feel satisfed with the service they receive countries can enclose the tourism package In contrast with the services they get in local with medical treatment hospitals or health clinics in adang As if The reason most people seek treatment they get health reform in matters of quality abroad that is not looking for a hospital that and quantity At last, quality service aspect is physically good, or because they consider also affect the intention of patients for looking that Indonesian doctors are incompetent of treatment or choose a foreign hospital or But they didn’t want to take risks and give an abroad atients will always compare or ask alternative for doctor or someone else’s recommendation http www bbc com indonesia for treatment instructions laporan khusus kesehatan Parasurama (2006) mentions aspects shtml seen in the quality of service is aspects Meanwhile another study conducted related to the physical appearance of the by Ignatius Adiwid a a and isa Dhuhaniyati, hospital (tangible), aspects of reliability (2012), mentions the driving factor for responsiveness, assurance and aspects Indonesian patients looking for medical of empathy or the people of adang, the treatment abroad, including hospitals in aspects which mentioned by Pasurama were Singapore because of the services Medical absolute correct points personnel and the quality of hospital services Results of observations said that which is given by the hospital proven by patients who are originally from Padang e cellent service with quick service must went to Malaysian hospital initially because be done so that it does not appear a lot of of recommendations, but they also decided complaints to seek treatment abroad on because of In the end, the trend of medical treatment the appearance of the hospitals were clean abroad be the last choice for people to pursue and comfortable, the response of medical their healtiness Regardless of the high costs personnel were friendly and responsive for incurred, they are trying to fnd alternatives to both doctors and nurses, accuracy on disease cure their soul in an attempt to survive information they received from the hospital, or Padang is a big city which has a doctor to be open and e ible to patients population of about million inhabitants The trend of medical treatment in abroad is also carried out by the peoples here
Internatonal Conference 972 on Social Politcs METODOLOGY Internal Factor That Infuences Society in The technique of collection data in this Padang Get a Treatment to Abroad research is done with observation, interview, According to the result of interview on and documentation bservation, means as some informants, internal factor of treatment an activity in observe directly (none mediator) to abroad especially Malaysia such as some objects to see more close the activity guaranteed quality and quantity of health that the ob ects do (Kriyantono, ) service in that country, patient is convinced This kind of observation that researcher of the doctor’s faith and skill to overcome any used is participate observation artisipate patient s diseases or problem observation is researcher directly involved Besides, the second factor is the actively in the object that is researched effective communication that is created is (Usman and urnomo, ) It means a key which in uence society in adang to in this research, researcher directly comes get a treatment to abroad This is seen by to patient even until recognized and followed the accuration of diagnosis which is given them get a medical treatment abroad to by the doctors in Malaysia In e plaining Malaysia to get accuracy data of this research the disease, and the transparency about as a phenomenon that is observed diagnosis’ result which is told friendly and easy Then the sampling technique that is understanding Not only about the doctors but used is snowball sampling, which determine also the medical personnel also tries to give the sample in small numbered, then from one excellent service for all patients who comes informant to another informant was asked to to Malaysian hospital So, fnally, it makes choose their friends to be the next source patient understand the message that is told information (Sugiyono, ) to them so they can be suggested in their The sample in this research are about mind that get a treatment to abroad especially patients who lived and stayed in adang Malaysia, will be faster in recovering Six (6) informants are Chinese that lived in Treatment to abroad indeed a choice Padang, and the residuals have tribes Melayu of society in Padang that cannot be avoided which is original of Indonesia whose original with treatment that is balanced with their cost Minang tribe which they had, RD, one of informant in this research said that treatment to Malaysia for RESULT her is one of alternative for confusing disease that she had She didn t satisfed with the This research is an determination service that she got from the government analytical of health communication to see or private hospital in Padang which is more how the practical phenomenon of health oriented to money than recovering i look reform in health communication with excellent for quality in treatment, it s not important service which get a medical treatment abroad how much i spend my money, the point is i for patients in adang According to dmund get healthy, before i die, at least there is a try Husserl in Kuswarno (2013) said that to help ourselves (interview adang August phenomenology’s view tries to understand ) the event dan its relation to ordinary people Meanwhile, MR and A admit that in some situations This research tries treatment to abroad is one of self satisfaction to see every events and incident that is or MR and A , go to Malaysia is more experienced by patient when treatment to cheap than to akarta Treatment in Hospital Malaysia is as something that actually not a of Malaysia is more comfort, because the fctive The researcher tries to observe it from service balances with the cost that they researcher s point of view The result in this spent MR said, Hospital in Malaysia is more research such as: expensive indeed, but it sells comfortable than health service in adang Information that we get is told friendly, even we can not
Internatonal Conference on Social Politcs 973 speak English well, but Melayu that they were we mugged forcely to spend the cost with spoken matched with our comprehension the diagnosis which worrying our heart and (Interview Malaysia September ) mind (Interview adang August ) cept quality and health insurance, The facility becomes a high thing for effective communication is the key that is patients indeed acility with a high and dreamed by patients whom get a treatment modern technology supports and increases to abroad like Malaysia An effective the hospital’s and clinic’s income in accepting communication, according to Stewart L patients who come for a treatment RN, one Tubbs and Sylvia Moss (1974) in Djalaluddin of informant said, tourism and treatment Rahmat (1997), said that a communication package always be an alternative for herself can be effective if in its practical produces so she can go to Malaysia They usually go 5 things such as; understanding, pleasure, together to press the cost, the more people in uence to action, better relation, and action who go, the less money they spend RN feels Those things real happened in practical of more satisfed with the service in Malaysia doctors and patients in Malaysian hospital for On a link of health department, www recovering the patients depkes go id, said that the data of tourism and creative economy ministry in 2012 External Factor That Infuences Society in noted that people in Indonesia get Padang Get a Treatment to Abroad a treatment to abroad with country’s foreign Meanwhile, the external factors of e change ows to the neighbors countries as society in Padang to get a treatment to big as , trillions And big possibility those abroad especially Malaysia such as there moneys is used to the medical treatment cost is facility, modern and high technology of Seen from the patient’s side, the factor the hospital in give service to patients is a bad perception of the patient about health Then, business opportunity that is created service in Indonesia Although it has been by the Malaysian hospital also uses a great much hospital that maintained the service marketing strategy ne of them is in making such as providing VIP (Very Important Person) package system in service so it is more even super-VIP, but the patients who get practical in accommodating treatment cost for medical treatment abroad are still increase patient Besides, tourism while treatment is a This may be caused that upgrading sevice choice that Padang’s people take because it’s that they’ve been done is still about facility cheaper of medical tools and rooms, meanwhile, the YS as an informant in this research said professionality of the medical personnel is not that the facility in Malaysia is very high and enough e see from the healt service side, modern, matched with the cost Meanwhile, in in some places in Indonesia, patients is still Padang, the facility in its hospital and clinic is considered as an ob ect, not as a mitra not as complete as the facility in Malaysia The cost is too expensive even the facility include Disclosed Communication between inhigh category i really impressed with the Doctor and Patient facility in Malaysia, if facility in Padang were Communication becomes interesting like that, may be there will be many people thing to talk in health communication, get well (Interview adang August ) because without communication, people can SN also said that she also feels happy not tell and say what they feel In health, a with the package that is offered, they can good communication is an important factor in choose us and go to Malaysia which is recovering someone The most in uenced is matched with the money they have Doctors communication between doctor and patient and master of medic in Malaysia never forced According to eaver ( ) in patient in offering health cost package that Uchayana (2000), communication is a whole they do verything will be matched with the procedure in which way someone’s mind can deal and patient s money But in Indonesia, in uence other s mind An informant ( R)
Internatonal Conference 974 on Social Politcs said in Malaysia, patients can consult about Firstly, this health reform is seen from the more than an hour with the doctor R said hospital service cellent hospital service that the doctors and nurses in Malaysian makes patients want to back to Malaysia over hospital as usual, always act friendly and and over again to get a medical treatment ready to be called through telephone or Meanwhile, in Padang, hospital service is message medical treatment abroad is really rude and impolite when communicate with the good, although spend much money, the point patients So, it comes disappointed feelings is a good communication I can discuss in for patients that can cause patient does not doctor s room to ask many questions my want to come again disease ven if i could not visit Malaysia, i can Secondly, medical personnel call by phone or messaging and it was also collaborated each other in giving satisfaction replied soon by them (Interview Malaysia to patients in communicate or f the patient s September ) disease Thirdly, it is the quality of Malaysian Meanwhile, NJ said, “discuss with hospital Meanwhile, if than in adang, doctors in foreign country is really satisfying, the medical personnel cannot collaborate the message is told with humour and friendly, well Doctor and nurse have not found the never hurt someone, although we get a severe chemistry, even they often debate with their disease, so sometimes communication own ego in front of patient between doctors and patients is more familiar orthly, the quality of Malaysian hospital (Interview Malaysia September ) with a high and modern facility pushed If we see the phenomenon that is in good implementation of information in experienced by WR and NJ, is a seldom thing health world In http www the akartapost for a doctor in Indonesia to consult with patient com, service quality in other country is very longer This fact is proved that almost every believed by people on the other world, and doctor’s practical in Padang only provide sponsore by a cheaper cost That link also limited time for their patients This condition said that the association of Malaysian private causes patients cannot tell a whole thing that health facility brave promised savingbetween they feel to the doctors, so the communication than in America (http www becomes one way and patient’s perception malaysiameditravel com) about their doctors becomes bad In public hospital, Malaysian does not pay, because more than 98% of cost is Reform of Health Service becomes Hopes borne by Malaysia Givernment ith the by a Whole Patients in Treartments quality in world class, but the societies is Although health service reform in not overwhelmed by the big cost, Malaysia Indonesia including Padang has not been produces RM 852,32 millions (US$243,52 prevalent This differences are caused by millions) from reception medical tourism from some factors In https wimee wordpress foreign (http www the akartapost com) com/2011/06/20/reformasi-kesehatan/ factors Implementation of health reform in cause unrunning healt service reform irst, health communication off course in uences the development of health technology which excellent service in medical treatment abroad is followed by e pensive cot Second, the for patients, especially patients in Padang running of health sefvice can not answer the who choose to get a medical treatment complicated running and health cost abroad or the society in adang, e cellent Third, the improvement of citi en service that they got in Malaysian hospital is Forth, this problem demands which is the best service cellent service must be developed one health insurance system assigned in health area such as hospital or that can only f the cost but also integrated health clinic Excellent service is a benchmark in another social insurance system See assessment of hospitals by the patients and the factors above, health reform can only their families Therefore, health professionals be gotten with medical treatment abroad must understand and apply the principles of
Internatonal Conference on Social Politcs 975 e cellent service effective, appropriate It should be a lesson One of the excellent service principles is for the hospitals in Padang to immediately to serve with a conscience So in the service improve, develop and provide qualifed of every hospital, medical staff should use medical personnel both in medically and their brightest minds in serving patients, so services that it provides, especially in the feld that patients and their families were satisfed of handling patients with the services provided But if a hospital can not provide good service, then the image REFERENCES of the hospital would be bad It means people Mills, Anne and Gilson, ucy ( ) Aplikasi will prefer for another hospital Including the Ekonomi Kesehatan Negara Maju people will choose hospitals abroad to obtain Untuk Negara Sedang Berkembang e cellent service akarta, Dian Rakyat
CONCLUSION Kriyantono, Rachmat ( ) Teknik Praktis Riset Komunikasi: Disertai Contoh We should recognize that the cause Praktis Riset Media, Public Relations, of the patient in Padang looking medical Advertising, Komunikasi Organisasi, treatment abroad have a lot of factors Komunikasi Pemasaran akarta Moreover, in 2015, Indonesian health will face Kencana renada Media Group AS AN conomic ommunity era hen this system is applied, there will form a sort Kuswarno, ngkus ( ) dalam enelitian of ‘free trade’ where there will be competition Fenomenologi: Fenomena Pengemis in open employment, especially medical Kota Bandung, idya ad ad aran personnel in AS AN countries So that if iliweri, Aro ( ) Dasar Komunikasi Indonesia, including Padang do not want Kesehatan ogyakarta ustaka to compete in their own country, from now Belajar on the competence and professionalism of the medical personnel and excellent service arasuraman, ZA, dan Berry, ( ) De- should be is improved livering Quality Service: Balancing Cos- Communication is a skill that must be tumer Perception and Ekspectations, owned by a doctor ommunication is not an New ork, The ree ress additional lesson for a doctor Besides having Rakhmat, alaluddin ( ) Psikologi the ability to diagnosis and clinical skills, Komunikasi Bandung T Rema a physical examination and so on, a doctor Rosdakarya must have good communication skills such as learning to hear the complaints of patients Sugiyono ( ) Statistika Untuk enelitian, well, providing times for the patient, as well Bandung, Al AB TA as ensure that all patients questions were Uchayana, ffendy, nong ( ) Ilmu Teori answered before they get home is believed to dan Filsafat Komunikasi, Bandung: improve the relationship between doctors and T Rosdakarya patients So that the therapy can be run well, the patient’s satisfaction to doctor increase and general health services in Indonesia be Science Journal better Dhuhaniyati, isa dan Adiwi a a ( ) Should be keep in mind that hospitals Implikasi Pelayanan Prima (Service abroad, such as in Malaysia, showing cellence) Dan aket Agenda a willingness and seriousness in health Reformasi Layanan Kesehatan : services to provide satisfaction of the patient Pelajaran Menarik Dari Singapura Continuously various improvement has Dan Malaysia Bagi Indonesia Dimuat been made on the purpose of to accelerate dalam Jurnal Reformasi, Volume 2, Nomor , uli Desember the achievement of excellent service that is
Internatonal Conference 976 on Social Politcs Website: First Observation: http www bbc com indonesia laporan khu- interview with RD research informant (inter- sus kesehatan shtml viewPadang/august 2015) Diakses wib interview with MR research informant (inter- http depkes go id trend berobat ke- view Malaysia September ) luar negeri Diakses wib interview with A research informant (inter- view Malaysia September ) interview with NJ research informant (inter- view Malaysia September ) https wimee wordpress com interview with YS research informant (inter- reformasi-kesehatan/ Diakses view Padang/ august 2015) wib interview with WR research informant (inter- view Malaysia/ September/ 2015) http file D K RA ATAN interview with SN research informant (inter- BAHAN DARI G G pelayan- view adang September ) an%20prima/faktor-faktor-yang-mempenga- interview with RN research informant (inter- ruhi mutu html diakses view Malaysia September ) wib interview with UF research informant (inter- view Malaysia September ) https wimee wordpress com interview with WJ research informant (inter- reformasi kesehatan wib view Malaysia September ) http www the akartapost com diakses wib
Internatonal Conference on Social Politcs 977
CHAPTER 2 Internatonal Conference 980 on Social Politcs ENHANCING ADVERTISING STRATEGY BASED ON DIGITAL CULTURE
Yuni Retnowati [email protected] Akademi Komunikasi Indonesia (AKINDO)
Abstract T he emergence of digital media has created a new culture which called the digital culture. It can be seen as an emerging set of values, practices, and expectations regarding the way people act and interact within the contemporary network society. This digital culture has emergent properties with roots in both online and offine phenomena, yet having an immediate impact and particularly changing the ways in which we use and give meaning to living in an increasingly interconnected, always on line environment. Today culture should be understood as an open and dynamic process that is based on interactive communication. With the increasing usage of digital media by consumers , more companies are using digital marketing to reach the target markets. Marketing and audience development is the area in which the impact of digital technologies has been most widely felt. Hence, advertising as a marketing tool is also been impacted. The use of digital technologies is helping advertising to reach new and larger audiences, as well as to engage more extensively with existing audience. Social media is particularly important for broadening and deepening audience engagement. Digital activity is forcing us to rethink our creative process, from planning through to production, post production and publishing. It has changed the creative and communication processes to satisfy the needs of brands that now engage in a two way dialogue in the global market, particularly in the e-marketing area. Consumer is creating his/ her sales experience . Therefore, the control of the message is in the hands of consumers. They can no longer be considered as audience. They are simultaneously readers, editors and marketer, especially the younger demographics. Consumers are adopting digital content services faster than previously anticipated with varying levels of engagement. This article will outlines how to develop an effective advertising strategy based on digital culture in order to ft advertising objectives
Key words: Digital Media, Digital Culture, Advertising Strategy, Network Society
INTRODUCTION an environment for building communities, Digital technologies are becoming where like-minded people can network, increasingly important in most sectors sociali e and be entertained The emergence of economic activity Information and of social networking sites such as Facebook, communication technologies (ICT) adoption LinkedIn, Google+ and microblogging sites is no longer just about connectivity and like Twitter have had a signifcant impact on access to the internet but rather the degree global society Social networking has become to which digital technology is being used to pervasive throughout the world deliver real value for businesses Increasingly, The trend for exponential growth in business adoption of technologies focuses internet users has spread from the USA, on an expanding range of digital devices and where its commercial use began early in the platforms onsequently, adoption of digital , throughout urope, to ceania, Asia, technologies has profound implications for the Middle ast and Africa Not all regions marketing planning and implementation have equal levels of adoption or instance, The internet is a major communications the world average internet penetration per channel, providing an arena for multi-faceted head of population is 33 per cent, but in communications ast numbers of people Europe the average is 61 per cent and in spend hours each day surfng the eb or Asia per cent This means there is plenty its users the internet and digital technologies of scope for greater adoption of the internet ( have not only provided the means to fnd, buy Thomas, 2011) and sell products but they have also created By 2016, 3 billion consumers or 45
Internatonal Conference on Social Politcs 981 percent of the world population will use the extent of the presence of digital technologies internet ith the increasing usage of digital in our lives points to the existence of a digital media by consumers, more companies are culture He states that digiti ation can be using digital marketing to reach their target thought of as a marker of culture because markets ith digital consumers increasingly it encompasses both the artefacts and the in control of their media experience and systems of signifcation and communication advertisers shifting their spend to more that most clearly demarcate our contemporary interactive, measurable formats, companies way of life from others must move beyond traditional advertising Digital culture is a new complex to combine granularity of targeting and notion Today digital trends are increasingly measurement with cross platform integration interloping with the world of culture and arts, The internet facilitates effcient and involving different aspects of convergence of far reaching communication The rapid cultures, media and information technologies, growth of the internet, in number of its users and in uencing new forms of communication and available information and services that Global connectivity and the rise of networks can be accessed through it, indicate the are the new possibilities created by I T So, importance of activities taking place in the culture today should be understood as an virtual domain Digiti ation has enabled the open and dynamic process that is based on process of media convergence to take place interactive communication, and we cannot The digital networked environment enabled think of it as an enclosed system which is wide participation of users in the virtual makes up a ‘cultural mosaic’ with other similar sphere It could be said that digital networks or diverse cultural systems provide various alternative platforms for Digital culture is described as a communication and this changes the position participatory culture where users do not only of the traditional mass media and moderates consume information but also contribute in its power a variety of ways The practical capacities As the use of the internet, the eb of individuals have been improved in the and social media grows, a major challenge digital network environment eople can for marketers is to determine how to make either contribute their criticisms and concerns best use of what the technology offers Digital to ongoing debates, produce and publish technology may play a role in many different information they produced themselves on their parts of the creative process, from planning blogs and websites or they can contribute to through to production and post production large-scale peer production projects, and to The proliferation of digital channels a large extent all this happens outside of the and devices gives consumers greater market sphere access to information, and the means Users are more and more becoming for communication and collaboration The producers in the network environment and physical world is being replicated in the digital they also claim the right to use and re-use world through digital communities, businesses existing information and cultural expressions and assets, fundamentally changing the way that are available in the digital environment consumers engage with businesses and and that form part of our cultural memory each other Information aggregation and price and identities This shows that cultural comparison have evolved onsumers now heritage and open access to its resources are have real-time, mobile access to data that important in the creative process that keeps they previously relied on brands to provide our culture alive them with Today s consumer has real time Advertising is one of the marketing access to competitive pricing information tools and paid form of communication simply by scanning a product barcode into designed to pursue the consumer The their mobile phone rise of internet as an advertising medium Gere (2002 :12) proposes that the produce digital advertising which also called
Internatonal Conference 982 on Social Politcs internet advertising Digital advertising consumer beneft so that it become leverage includes promotional advertisements and point that build personal value A rigid messages delivered through email, social advertising strategy often leads to a loss of media, websites, online advertising on search market share acing the changing of current engines, banner ads on mobile or Web sites economic environment advertising strategy and affliates programs The Internet is the needs to consider a new set of capabilities only medium through which advertisers can now that are cross-platform innovation, effectively measure engagement, not just greater insights, open collaboration and e posure digital processes Strategic advertising always starts with the consumer The digital technology brought DIGITAL ERA a new level of convenience to customers Digitali ation can be defned simply However, digital convenience came at the as simplifcation matter information in the expense of meaningful engagement as digital form of binary code ( Marshall , 2004 :17 ) transactions substituted physical interactions or union of communication technologies The online environment has proven a with a computer logic ( Schiller, v ) valuable tool in making connections with New method conversion data it has a lead in consumers Digital media devices are being increase the e ibility handling , storage and used to engage consumers in a relationship data transmission from one person to others ( with marketers continuously Marshall , , h ) In addition , e ibility The strategy is what the advertising offered by the process of digitalization has is attempting to communicate The beneft, also simplify the process of transmission problem solution or other advantage either and manipulation matter information affect physical or psychological, that is the value economical for a network , because matter of the product or service that the advertising information can be disseminated even more attempts to communicate to the target market effciently of users the network ( Schiller , It can be said that an advertising strategy is v ) hile rnst and oung ( ) a campaign develop to communicate ideas defne digiti ation at its simplest means the about products and services to potential conversion of analogue information into consumers in the hopes of convincing them digital information As digiti ation capabilities to buy those products and services extend, virtually every aspect of life is captured The key of advertising strategy is and stored in some digital form, and we move creativity and the ability to adapt to new closer toward the networked interconnection market trends reativity means advertising of everyday ob ects The impact is a real time must fnd an unique way to break through the global e change of information clutter reative itself is not enough reative The digitalization process introduced without strategy is called art while advertising a new way to reproduction of media text that is creative with strategy Advertising is a allow the copying process instantly as well as disciplined art The art comes from writing, maintaining the quality of same media te t designing and producing creative messages In addition, the distribution of media content The discipline comes from strategy from is also simpler and faster as digital code thinking through the logic of the problem can be easily posted on different medium and coming up with a message that offers a platform Through internet technology, media solution It is broader than creative strategy text that has changed in digital format can be because it covers the development of all parts accessed by whom connected in the internet of an advertising plan Due to an effective network It generate the thought that digital advertising must take the consumer’s view, media also supports the establishment of the advertising strategy based on evaluation the free media or medium free, means when of consumer behavior related to the brand media text is included into the internet system A product attribute should be translated into then everyone can do variation on these
Internatonal Conference on Social Politcs 983 media te t So, based on this principle, media engagement rosumer is a term used for producer only has the right belonging the a consumer who is unusually interested in beginning media content and cannot others to products or services of a brand rosumers change the text and distribute them (Thomas, will dedicate their spare time to upload reviews ) and comments and respond to other reviews An increasing use of the Internet has and comments about the products Some decreased overall consumer attention to prosumers will record YouTube videos to help traditional marketing channels in a majority other users with technical service issues of of product categories A direct relationship a particular product These individual can be exists between digital media and paid search, very useful sources of product development signifying that digital media marketing offers ideas or can be incentivized as a low cost a valuable role in gaining consumer attention, provider (Ernst and Young, 2011). engaging consumers, and driving sales Salzman (2003: 196) explains ( opeland, ) Brand messages become “prosumers not only seek out information less important as decisions are aided with and opinions prior to purchase, they are digital methods such as word of mouth (WOM) marketing savvy and demand that retailers, and other advertising mediums marketers and manufacturers are aware of The challenge for businesses is to their value as consumers and treat them face the implications of digital change: accordingly The Internet has become one in particular, the loss of control over the of the prosumer’s favorite tools to gather customer relationship, increased competition information about brands and products n and threat of commoditization, and the need websites, people can fnd many answers, and to engage digitally with suppliers, partners when they do not, they can send an email to and employees in addition to customers the company (or call the free phone number) Today’s consumers trust each other more than to enquire about a certain issue The company they trust corporations and/or brands (78% is e pected to reply, often in real time ailure of consumers trust peer recommendations to do so could alienate the consumer If the versus who trust advertisements They issue is recognized as important, the website’s advise each other, and what’s more, they communication should then be corrected The heed each other’s advice (Ernst and Young, Internet also affords the longest interaction 2011). time between consumer and brand of all the Online communities and websites media, as visitors on average interact with have become one of the major sources of a brand for several minutes, compared to a information for and about brands Thousands few seconds for T , radio and press ads This of consumers (and not only those in a means the content comes under much closer focus group) have become accustomed to scrutiny, and therefore any error or gaffe is interacting with the brand, writing emails, much more likely to be picked up volunteering information, and shopping According to rnst and oung ( ) online They actually e pect to be able to give brands are facing a loss in the information feedback to the brands they feel identifed monopoly and a shift towards two-way with ommunication is now continuous communication and conversation It is vital and two-way, and one medium can lead to that brands embrace the shift in consumer the other, from TV and radio to Internet, for power and fnd ways to make it work for mutual instance ( rti , ) advantage This is because as customers The conversations between potential gain more power to choose where and how consumers that are happening around they interact, they will begin to choose a a brand can be a frightening concept for smaller number of organizations with which to organizations used to controlling the brand maintain primary relationships This is likely to message, however, the rise of the ‘prosumer’ be collaborative organi ations that re ect and is also an opportunity for brands to increase engage with their values ther organi ations
Internatonal Conference 984 on Social Politcs thereby risk becoming mere suppliers Not all our communicational and cultural patterns organizations can win the battle to retain the Thus, technologies related to information customer relationship – the digital world has and communication cannot be viewed as thrown organizations into a strictly competitive passive instruments, but rather as interactive game systems that radically modify our cognitive Digital formats such as social media, capacities (Dascal, ) Technology does online video, mobile communications, not just linearly cause certain effects, but gaming and advanced TV enable companies in combination with many other elements it to simultaneously meet transactional and creates conditions of possibility “that suggest brand building ob ectives onsumers are possible futures rather than determine them” adopting digital content services faster than (Hawk and Rieder, vii) The comple previously anticipated, with varying levels of technologies that we are using nowadays engagement Digital structural is aiding the cannot be viewed simply as tools that help shift of power from producers to consumers us to overcome particular limitations (these and to a more self-assured and self-assertive would be techniques), they should rather (internet) citi en In the digital age the highly be viewed as environments The emphasis networked internet citi en ( neti en ) can should be put, not on the effects of specifc participate interactively and collaboratively in technologies, but rather on the shifting effects social and cultural developments and value of ecologies they enable creation processes This gives rise to new Deuze (2007) consider digital culture value creation patterns and new business as an emerging value system and set of models with more e ible and transparent expectations as particularly expressed in work ows in industry, science, education, the activities of news and information media politics, society and culture n the one hand makers and users online this change implies greater sovereignty and Hawk and Rieder (2008) mentioned possibilities of civic engagement But on computer culture, virtual culture, cyber the other it commits each individual to more culture, e-culture, Internet culture, new media, personal responsibility It is important to note convergence culture, digital culture are all that all digital open processes are based on the relatively new terms that are today widely used same features: the people involved engage in scientifc and popular literature Scholars in relatively non-hierarchical communication from various disciplines have examined the and they integrate and participate of their own impact of this new media on various social free will (Daff, 2011: 5) aspects of virtual space and its impact on the real sphere and they have changed their DIGITAL CULTURE views on digital culture many times over a The claim that technology impacts relatively short period of time different aspects of our culture is over simplifed Virtual space has fewer boundaries and too deterministic, but it is not completely and different characteristics than the real wrong e are aware of the changes that one Digiti ation has enabled the process happened in present-day societies that to of media convergence to take place hen are related introducing I T into our lives e previously separated industries (media, could say that all technologies intervene in telecommunications and computers) could, the human environment and modify it to a by using the same digital technology, do certain extent, thus changing the conditions things that previously needed different of existence of different cultures (in a more or analogue tools, the limitations they faced in less radical way) (U elac, ) running their real world businesses changed hen the technology in question is a This means that convergence is more than communication technology then its in uence simply a technological shift and it affects is even more signifcant, for the way it is changes that shape relations in a society used can affect changes in the essence of (U elac, ) By the media convergence ,
Internatonal Conference on Social Politcs 985 a medium no longer have only one function , te t nly with our internet access, computer, but can also give another service , that allows and creativity, everyone can participate to many users to gain experience from different produce te t media quite well mediums simultaneously In marketing area, the emergence From the media producer’s view , of digital culture pertaining to competition media convergence also provide some new market roduction and distribution te t media challenges To satisfy the needs and taste are open for everyone, media producers different users , producer media producers deal with bigger challenge if they want to are required to be more creative in planning compete in the market to get audience share different media platform usage to spread the ( Regan and Goldsmith, ) To do information In addition , media producer also this, not only considering different version of have to prepare a different version of same the same text but also adapting the content media material This indicates an ecology and adding skill while considering different of new production where old-school method distribution channel so that need longer time in making media text is left (O’Regan and in production process Goldsmith, ) Digitali ation provide The process of changing to a digital facilities and e ibility to the media so that culture is nuanced, creative, and incremental the text from different mediums can also are A digital capability is a cross functional linked ( crossed referenced ) in modern media profciency in the processes, practices, and industry It is also known as interte tuality customer connections enabled by digital text media and can be found easily in daily media and infrastructure This might include, media consumption media or e ample, for instance, the ability to convert data from crowded issues discuss in online media like online sales into responsive individually facebook often raised be on the news agenda targeted offers that generate more sales; or national television and vice versa That is why the ability to provide robust online customer media producer in the digitalization era must service that answers consumer questions prepare a different version of a same media in a compelling way As this capability te t to satisfy the market demands becomes ingrained, it gives a consumer- The other side of the coin that the digital facing company a distinctive identity tied networked environment enabled is wide to the electronic media that more and more participation of users in the virtual sphere consumers turn to for shopping A strong It seems that “the same communication digital identity allows a company to be close technologies that enable interactivity and to its customers wherever they are, it enables participation are wielded to foster the retailers to deliver a new and attractive entrenchment and growth of a global corporate shopping experience that integrates bricks- media system that can be said to be anything and-mortar stores with online and mobile but transparent, interactive or participatory” convenience, and it helps build long-lasting (Deu e, ) Typical haracter of digital customer relationships (Harshak, et.al, 2013 media is its ability to increase interaction and ) control users Marshal ( ) e plained According to a recent study from ew that the interaction which made possible by Internet and American ife ro ect ( enhart digital culture has changed user experiences and Maden, 2005) more than one-half of in consume media because at the moment all teens have created media content, and they can directly involved in text production roughly one-third of teens who use the Internet process of media have shared content they produced In many Digital media supporting media cases, these teens are actively involved in material e ibility that allows the user and what we are calling participatory cultures to the producer of the media to add or change novices In a participatory culture, members the text easily and also give them more also believe their contributions matter and feel authority to control and do creativity on the some degree of social connection with one
Internatonal Conference 986 on Social Politcs another (at the least, members care about could be equal to online advertising that is others opinions of what they have created) advertising on the internet At frst, online ads Forms of participatory culture include : resembled traditional media ads in simple a Affliations display-related formats (banner, sponsorship, Memberships, formal and informal, rich media, etc ) found on websites By in online com-munities centered , however, we had seen a marked shift toward around various forms of media, such search advertising In search advertising, as Friendster, Facebook, MySpace, relevant ads are paired with search engine message boards, metagaming, or game clans query results The rise of high powered b pressions search engines like Google, ahoo , and Producing new creative forms, such as Microsoft’s Bing has prompted a migration digital sampling, skinning and modding, from display ad into search engine results fan videos, fan fction, ines, or mash pages, in emails and on social networks as ups well as other ways in which advertisers use c ollaborative problem solving the internet Working together in teams, formal and Traditional marketing focuses on informal, to complete tasks and develop consumer attitude information and mass new knowledge, such as through marketing tactics, while advertising or Wikipedia, alternative reality gaming, or e-marketing efforts use information obtained spoiling from data collection methods from actual d irculations consumer purchases to provide insights into Shaping the ow of media, such as podcasting or blogging consumer behavior This new technology allowed marketers to reach consumers with A participatory culture is a culture with advertising data and picture content without relatively low barriers to artistic expression regard to the current physical location of and civic engagement, strong support for the consumer or the specifc time of day creating and sharing creations, and some type (Mulhern, ) The interaction and two way of informal mentorship whereby experienced communication have led many to claim that participants pass along knowledge potential the Internet is more effective than traditional benefts from these forms of participatory advertisements ( hen, ) The digiti ation culture, including opportunities for peer-to- of media content and the resulting network peer learning, a changed attitude toward effects have broadened the reaches of intellectual property, the diversifcation of consumers and have also instilled a new user- cultural expression, the development of skills control over marketing messages (Mulhern, valued in the modern workplace, and a more 2009) empowered conception of citizenship A digital presence in a global marketplace allows marketers to communicate with a larger DIGITAL ADVERTISING segment of the selected target market Studies The introduction of the Internet, have have shown digital advertising efforts that contributed to the birth of a new advertising emphasize interactivity are more successful environment The introduction and proliferation than non-interactive online advertising of internet and digital devices have steadily formats (Taylor, ) Interactivity is used to increased digital advertising use by marketers maintain continuous communication between The growth of internet using includes social marketing executives and consumers, build networking sites like Facebook , Twitter, relationships, and increase customer loyalty personal blogs has fueled the continued (Martin Todorov, ) digital advertising growth Digital advertising A study recently found that marketing methods are relatively new compared to more managers measure online and of ine established traditional advertising method advertisements differently) ompared to The other term of digital advertising fndings, the study shows how
Internatonal Conference on Social Politcs 987 of ine media advertisements focus primarily is because for the frst time, advertisers on reach and frequency, while online receive data from consumers In seeking media focuses primarily on click-through- out information, consumers simultaneously rates, unique visitors to a page, number of generate data about their preferences page views, and ad impressions to make Intermediaries can then leverage vast swaths media evaluations (Cheong et al , ) of amassed data to connect advertisers with Measuring click-through rates (CTR) and the most relevant consumers As a result, new membership quantitative data to gauge advertisers can spend less on wide -net advertising success is an example of a advertising and focus more on reaching ideal potential research method used to gauge demographics Advertisers also beneft from advertising success in the online context lower equilibrium prices when advertising ( feiffer Zinnbauer, ) online, as there is less competition for any The early days of internet advertising given set of inventory dominated by internet pricing model such as Interactivity and effectiveness are the CPM (cost per mille ) – where advertisers dynamic features of Internet advertising pay based on the number of people who Interactivity describes the two way relationship see the ad ventually, performance that defnes the on line e perience very -based pricing (such as CPC, or “cost per time a consumer spends time in the digital click ) became more standard As of , world, he or she generates information about 62% of online ad revenue derived from his or her preferences Internet companies performance -based pricing, whereas only like Google track and collect data about 33% came from CPM pricing (with 5% from aggregate search click patterns Advertisers hybrid pricing) (IAB, ) iguring out can then capitalize on this information and how effective an advertisement was proved better target their ads By effectiveness, we diffcult The Internet is poised to solve many mean the level of sensory engagement that a of these problems via three key features : consumer shares with an advertisement The measurability, targeting, an d interactivity/ Internet provides for a more active effectiveness user experience through conscious cursor Measurability is simply the ability movement and clicks (as opposed to the more to quantitatively gauge the success of an passive act of reading a physical newspaper advertisement, ultimately allowing for a more or watching television) It also offers the defnitive calculation of return on investment, option of a variety of advertising formats: or R I The Internet is the only medium display, audio, video, etc uantifable levels through which advertisers can effectively of consumer engagement across formats measure engagement, not ust e posure (such as views, clicks, and time spent) lead The ability to thoroughly quantify consumer to measurability or the frst time, consumers response to an ad is a valuable asset to can actively demonstrate possible intent to advertisers A more e act sense of R I on buy by interacting with an advertisement each rupiah spent [on online advertising] (Newton, ) will allow frms to more effciently allocate The Internet and the rest of new media advertising budgets and perhaps spend less are responsible for another major shift in overall the brand consumer dialogue Internet Targeting is not necessarily a new advertising allows a two-way communication feature of digital advertising, but one that model to be developed between consumers is vastly improved Before the Internet , and marketers that is advantageous to reaching a desired demographic was more an marketers because they are able to tailor art than a science n the Internet , however, advertising based on specifc information Google and others have created a highly and permissions granted from consumers effcient marketplace built on targeting The Internet advertising is quick and ine pensive reason targeting works so well on the Internet compared to traditional adverting methods
Internatonal Conference 988 on Social Politcs and future expectations include that digital key features of each stakeholder group or advertising will remain a constant part of the audience or this target audience we need to daily lives of consumers Advertising on the understand ( ) the si e of target audience Internet has shown more effciency in the long ( ) the structure of the target audience term and indicates that further study is needed this will often involve trying to segment the to differentiate between Internet mediums audience into a number of core groups such as paid search, social networking, and ( ) The trends associated with the target others (Pergelova, et al., 2010) audience, for example the growth, and (4) The needs and characteristics of the target ADVERTISING STRATEGY IN THE DIGITAL audience :(this is vital to allow you to develop ADS a strong value position that addresses the The most important part of an needs and demands of the target audience advertising strategy is the objective, or more In the digital advertising, who will be precisely, one or more strategic objectives, considered as the target audience? They such as driving sales or building a vivid are part of online population that use the brand personality Today, most advertising internet to complement their live engagement strategies focus on achieving three general with products and services offered by goals : 1) promote awareness of a business online ads As interactivity is one feature of and its product or services, 2) stimulate sales internet advertising , the target audience do directly and attract competitors customers, interaction by two way communication They and 3) establish or modify a business also participate to write and share media image In other words, advertising seek to content, in this context is writing and sharing inform, persuade and remind the consumer experiences about products and services Reaching these goal can be translated into through social media They are simultaneously advertising objective which usually correlated readers, editors and marketer Reading to the to sales and positioning message on the website, it is including ads, The elements of advertising strategy editing the message content as they can do need to be considered : target audience, freely to the message then sharing to others product concept, communication media and that replaces marketing function in promoting advertising message These elements are at products and services Not every member of the core of an advertising strategy and are them must contribute, but all must believe often referred to as the creative mi hat they are free to contribute and that what they most advertisers stress from beginning is contribute will be appropriately valued clear planning and e ibility Most of them are the younger demographics knows as Millennials, or Target Audience Generation or the Net Generation The target audience is the group or Millennial grew up in an electronics flled and type of people that advertisers want to attract increasingly online and socially-networked eople may be defned by their age, gender, world They are the generation that has family status, lifestyle, or interests Advertising received the most marketing attention As the campaign is directed to them conceptually, most ethnically diverse generation, Millennial these targets are interdependent but their tends to be tolerant of difference distinction allows promotional planners the Smith (2015) suggested advertisers ability to make more effective communication applying web analytics software implemented decisions with enhanced precision on all of web properties in order to gain so much The target audience is a vital step in insight as With digital advertising, that data is enabling an organi ation to defne its value at our fngertips so we can take advantage proposition(s) nce you have defned your of it to affect the businesses Most of the data external stakeholders within your target include : (1) Channel data : Which channel is audience, the next step is to examine the driving traffc and bringing in conversions It
Internatonal Conference on Social Politcs 989 not only paid advertising and organic search service, not necessary the product or service – it can give a metrics on email marketing, itself (Schult , ) To communicate social, direct traffc, and so much more, ( ) the various beneft of each brand, the User Demographics: Everything from age manufacturer frst developed the product to and gender to location, language, interests fll the need The advertising planner then and devices, ( ) Behavior Flow: What does translated that beneft into an advertising a user actually do when he/she gets to your strategy that summed up in a phrase or a site? few words what the product would do or the It is still important to use beneft it offered the purchaser traditional marketing research techniques and In the digital era, transaction marketing apply them to digital advertising onstructing enlarger into relationship marketing Beyond a competitor analysis, evaluating existing creating short-term transactions, marketers audience data have collected, and creating need to build long-term relationships with personas for the target audience This will help valued customers, distributors, dealers, and to hone in on the right keywords and targeting suppliers They want to build strong economic and allow to tailor ad copy and landing page and social ties by promising and consistently content to ft the target audience but one si e delivering high quality products, good service, does not ft all for digital advertising It should and fair prices utstanding marketing be have the ability to get very granular companies go out of their way to keep their and really give the audience what they are customers satisfed by offering ustomer looking for, with messaging tailored just for value which is the difference between the them Using demographic information from values the customer gains from owning and the internal data and web analytics will help using a product and the costs of obtaining develop the target audiences Using the data the product onsumers usually face a broad to optimi e campaigns, from targeting to copy array of products and services that might satisfy a given need Therefore they make Product Concept buying choices based on their perceptions of The product concept grows out of the the value that various products and services guidelines established in the positioning statement How the product is positioned Communication Media within the market will dictate the kind of The communication media is the values the product represents how the target means by which the advertising message consumer will receive that product Therefore, is transmitted to consumer In addition to it is important to remember that no product marketing objectives and budgetary restraints, is ust itself Bovee and Arens ( ) the characteristic of the target consumer stated that product is a bundle of values need to be considered as an advertiser that the consumer need to be able to identify decides what media to use The types of with hether couched in presentations that media categories from which advertisers can emphasize sex, humor, romance, science, choose in new digital formats such as social masculinity or femininity, the consumer media, online video, mobile, gaming, branded must be able to believe in the product’s entertainment and advanced T They can representation be used to simultaneously address both People don’t buy things, product, transaction and brand requirements a move services or even ideas for only two basic to what we call brands actional advertising reason The product or service or idea will (a) Participants that previously focused on solve a problem they have or perceive they delivering either ROI-driven marketing or might have, or (b) it will allow them to hold brand-oriented advertising to the market can onto or improve on some of the good things now cater to both sets of ob ectives Those they en oy or want to en oy In other words, that have mastered brand messaging can people buy the benefts of a product or partner or acquire R I metrics and skills
Internatonal Conference 990 on Social Politcs A greater share of the overall marketing combination of the marketing objectives, copy, communications “wallet” is up for grabs, but art and production values This combination participants need to be able to deliver a dual is best realized after the target consumer has set of capabilities to marketers (Berman, been analyzed, the product concept has been et.al, ) established, and the media and vehicles have In this context the technology is used been chosen At this point, the advertising to create an environment which facilitates message can be directed at a very concrete different forms of online activity as following : audience to achieve very specifc goals a Social community media, like Facebook, Most of the ads will contain both and LinkedIn, which enable sharing of illustrations and te t Advertising researchers ideas, interests, socializing and having devote large sums to testing consumers conversations responses to different colors, shapes, and b Social publishing media like YouTube, layouts specially in recent decades, pintrest, Flickr which enable signed- advertisements often have been composed up members to publish and distribute with minute attention to detail and extensive editorial content, movies, audio, photos pre-testing, so even the smallest facet of c Social commerce media like TripAdvisor, an ad may re ect a marketing strategy But Groupon and Facebook, which enable deliberate or unintentional, details of an buying and selling, trading, building advertisement may reveal something about relationships the assumptions and perceptions of those d Social entertainment media like who created it come play, Zynga which enable Viewing consumers as irrational, game playing and entertainment across ill-informed, and uncultured, advertising communities agencies often created ads that re ected their own surroundings rather than those of The fnal element is network, which in the buyers they wanted to attract Ads on the one sense can be defned by the underlying web are usually separated from the editorial technology, which makes everything possible matter and the other advertisements that The greater the number of members and surrounded them Increasingly, consumers interactions the more interesting the network are ready for integrated messaging becomes to all involved In other words, We may live in an ever more connected social (life), media (environment) and network world, but people still yearn for that human (interconnections—technology and human) interaction opywriters can create a direct are three elements which have come together line to their readership by producing not just to create the latest and fastest-growing online quality copy, but personal and emotionally phenomenon The use of digital technologies compelling content as well Data show that is helping advertising to reach new and copy with just such a personal touch – focusing larger audiences, as well as to engage more on a company’s employees, for example e tensively with e isting audience Social – helps to develop a level of trust with the media is particularly important for broadening reader Testimonials can be a useful weapon and deepening audience engagement. Many in the arsenal of the modern copywriter as social media platforms offer an advertising well All testimonials should tell a relevant, option, as this is their primary source of positive story Most copywriters have always revenue Social media can be an e cellent felt their job responsibilities began and ended place to reach prospects because it can with the written word as they ignore that usually target very accurately based on user- Images and advertising have always gone provided demographic information hand in hand For the foreseeable future, how Advertising Message “share-able” a piece of content is will in part be An advertising message is guided by decided by how many images it contains The the advertising or copy platform which is a key for the modern copywriter is to provide
Internatonal Conference on Social Politcs 991 accompanying images that complement the and dissatisfaction far and wide n the other content (McMurphy , ) The hard sell is hand, consumer service providers have a dead as far as modern copy is concerned, and wealth of consumer-oriented data, which readers aren’t likely to respond to content that could enable them better to predict their isn t of use to them That means no sharing customers needs and requirements and in and no conversion The way copywriters doing so create more effective advertising can be successful in grabbing the reader’s Advertising strategy is an importance attention in today’s landscape is by being part to fll in advertising ob ectives In the digital helpful The challenging for advertisers is advertising, the advertising strategy should be reaching global Internet users who search for based on digital culture, which is emphasizes products online on interactivity and network through two way communication urthermore, considering CONCLUSION the characteristic of digital audience and Digital era stimulates digital culture digital media as basis for the advertising which is one of the global phenomena of the strategy may become a best way to win the twenty frst century It is a fascinating trend, competition in the digital era because it is about access – to everybody by everybody, it has no limits It helps us to REFERENCES overcome borders and offers us a “second Berman, S , Battino, B , eldman, K life in the virtual spaces Digital culture ( ) Beyond advertising: Choosing proves that we all have similar needs to a strategic path to the d &igital know, to create, to share and to communicate consumer New ork IBM Global The information is just there – available and Services accessible for each one of us, anytime Bovee, ourtland , illiam Arens On the web, the convergence of digital (1990) Contemporary Advertising (3rd devices and channels is leading to new avenue ed.) Homewood Illinois Irwin for online advertising Digital advertising can reach customers anywhere where they can heong, , De Gregorio, Kim, K ( ) access the web hile we have become used The Power of Reach and Frequency to the internet as a free medium where we in the Age of Digital Advertising. can read and interact with any content we Journal of Advertising Research, want, it is the fact that it is an advertiser’s 50( ), doi medium that keeps it free That means that as S0021849910091555 technologies evolve and the way we interact Daff, T , ( ) The Digital Society with content changes Besides, New Ways to more Transparency The Internet allows advertisements to Participation and Innovation. Berlin be targeted on an individual basis Behavioral Deutsch Bank Research Retrieved targeting (or personalized Internet advertising) November, , from http www is a method of directing advertisements at dbresearch com consumers based on their previous online behavior Dascal, M , ( ) Digital Culture: Pragmatic and Philoshical Chaopllenges The Internet has given retailers a Diogenes , ( ) mechanism for broadening target markets, improving customer communications, Deu e, M ,( ) Convergence Culture in extending product lines, improving cost The Creative Industries. International effciency, enhancing customer relationships ournal of ultural Studies ( ) and delivering customized offers through their multichannel operations consumer audiences have access to tools which can help rnt oung ( ) The Digitisation them disseminate their levels of satisfaction of Everything. How Organisation
Internatonal Conference 992 on Social Politcs must Adapt to Changing Consumer doi Behaviour ondon Author Retrieved from http www ey com ublication Newton, R ( ) The Practice and Theory vw UAssets of Project Management: Creating Value Through Change alifornia Gere, ( ) Digital Culture ondon algrave Macmillan Reaktion Books Regan, T and B Goldsmith ( ) Hawk, B , Rieder, David M ( ) n Emerging Global Ecologies of Small Tech and omple cologies Production In D Harries In Hawk B , Rieder D M , viedo, ( d ) The New Media Book ondon (eds): The Culture and Digital Tools Bf ublishing Minneapolis, London : University of Minnesota ress tti , M , ( ) Cross Culture Digital Marketing in The Age of Globalization. IAB (Interactive Advertising Bureau) (Doctoral Dissertasion) Universitat IAB Internet Advertising Revenue Rovira I Taragona, irgili, Spain Report Retrieved from http www iab net media file IAB Internet ergelova, A , rior, D , Rialp, ( ) Advertising Revenue Report Assessing advertising effciency Journal ofAdvertising, 39( ), doi A enhart, A Maden, M Teen and Technology ashington D feiffer, M , Zinnbauer, M ( ) Can old ew Internet American ife Media Enhance New Media?. Arf, The ro ect Retrieved from http www Research Authority, pewinternet org fles old media iles Rieder, K , o , G G ( ) The Work- Reports/2005/ ing Customer—An emerging New Type of Marshall, D ( ) orms of Interactivity Consumer sychology of veryday Ac- the Disappearance of the Audience tivity, 3( ), In D Marshall ( d ) New Sal man, M B ( ). Globalization, Reli- Media Cultures, London: Hodder gious Fundamentalism and the Need for Meaning International ournal of Intercul- Martin, K Todorov, I , ( ). How Will tural Relations, 32( ), Digital Platforms be Harnessed in Schiller, D (2002) Digital Capitalism: Network- 2010, and How Will They Change The ing the Global Market System ambridge Way People Interact With Brands? MIT ress ournal of Interactive Advertising , Schult, D , ( ) Strategic Advertising Spring ( ) , Retrieved from Campaigns Illinois NT Business Books http eds a ebscohost com eds Smith, H ( ctober, , ) Before You pdfviewer/pdfviewer?sid=9a666fc7- Spend Another Dollar on Digital Advertis- 275a-4d42-810d-2016e0c7988b%40 ing, Complete These 4 Steps Message sessionmgr4001&vid=339&hid=4102 posted to http www marketing mo o com/blog/ McMurphy, Copywriting Tips and Triks Thomas, D ( ) Innovation, Piracy and in a Digital World Message posted to The Ethos of New Media. In D Har- http www ducttapemarketing com/ ries ( d ) The New Media Book ondon blog/copywriting-digital/ Bf ublishing Thomas, ( anuary, , ) . 36 Hours Mulhern, ( ) Integrated Course : Online Marketing Message post- Marketing Communications: ed to From Media Channels to Digital www.lorriethomas.com/online-marketing- Connectivity Journal of Marketing book.php Communications, 15( ),
Internatonal Conference on Social Politcs 993 U elac , A ( ) How to Understand Dig- ital Culture : Digital Culture – A Resource for a Knowledge Society? In U elac, A and v eticanin, B (ed) Digital Culture : The Changing Dynamics Retrieved from http www culturelink org publics oint digital culture en
Internatonal Conference 994 on Social Politcs THE MEDIA AND CELEBRITY INVOLVMENT IN HUMANITARIANISM: FROM MORAL COMPELLING TO LIFESTYLE ENDORSMENT
Made Fitri Maya Padmi [email protected] University of Bristol
Abstract
Media has an important part of humanitarian communication, particularly in terms of its ability to show and describe the situation of people in other parts of the world. Humanitarian agencies and media or journalists, as direct spectators, now act as agents to convey the message of the unfortunates in order to engage with the emotion and moral empathy of uninvolved spectators. The stories told by humanitarian agencies and journalists are designed to take uninvolved spectators through different stages of emotions, namely sadness, anger, pity, empathy and compassion. Media has created an opportunity for a wider form of solidarity. In the past, solidarity was viewed as narrow communitarianism; it was limited to a sense of belonging, nationalism and territory. Simultaneously, the humanitarian agencies and media use the celebrity endorsement to act on behalf of humanitarian actors. The popularity of celebrities is an important asset in gaining attention from an audience and convincing people to care about distant suffering. The merger of humanitarian media and celebrity fame aims to amplify the moral message to the audience; however, in some cases this kind of communication strategy has failed to serve its major goal. This paper will analyse the merger of humanitarianism, media and celebrity. But this merger has been on the receiving end of various criticisms for many reasons. The fgure of the celebrity, as an entertainer, creates bias of intention on the celebrity’s part in terms of any broadcasted charity actions he or she performs. Moreover, although celebrity endorsement has a similar function to a humanitarian campaign, namely to generate moral social action, the results of celebrity endorsement have been far less satisfying in comparison with campaign. This paper frst aims to show that the media does have the power to generate moral actions in society through broadcasting the images and stories of distant suffering, and how these celebrities have created new trends in humanitarianism, and ultimately generating an ‘it’s cool to care’ attitude.
Keywords: Humanitarianism, Celebrity Humanitarianism, Moral Compelling, Lifestyles, Media
INTODUCTION of celebrity endorsement of international Globalization has blurred boundaries humanitarian actions has indirectly made and brought even the most distant parts of celebrities humanitarian actors The the world closer together Through media popularity of celebrities is an important broadcasting and technology, information of asset in gaining attention from an audience events or cases around the world can spread and convincing people to care about distant everywhere at any time Media has thus suffering elebrities such as Bob Geldof, become an important part of humanitarian Bono, prah infrey, Audrey Hepburn, communication, particularly in terms of its George looney, Madonna and Angelina ability to show and describe the situation Jolie are just some of the Hollywood celebrity of people in other parts of the world or fgures that have been active in campaigning example, the images of people suffering in for the issues of humanity, poverty, HIV/ Biafra, Ethiopia and Rwanda reached the AIDS and development The celebrity not Western World through newspapers and only conveys the message of humanitarian television news programs Such images, when events as a witness, but also endorses the displayed on the media, aim to draw attention, moral obligation to provide relief to the distant elicit emotion and inspire the mobilization of suffering relief action regarding the situation The merger of humanitarian media Simultaneously, the growing role and celebrity fame aims to amplify the moral
Internatonal Conference on Social Politcs 995 message to the audience; however, in some agencies and journalists are designed to cases this kind of communication strategy take uninvolved spectators through different has failed to serve its ma or goal elebrity stages of emotions, namely sadness, anger, humanitarianism can misguide its audience pity, empathy and compassion (Merchant, by portraying moral values as a kind of ord and Sargeant, ) At the end, the lifestyle featuring self-centric humanitarian purpose of the story is to transform that action and by stereotyping the Global South emotional journey into action that helps as passive and helpless victims This paper relieve the suffering through donation and frst aims to show that the media does have social mobilization regarding humanitarian the power to generate moral actions in society issues through broadcasting the images and stories Appealing to the imagination helps of distant suffering This paper e amines the direct spectators to get uninvolved spectators involvement of celebrities like Jolie, Madonna, to empathize with the unfortunates (Boltanski, Bono and Geldof and how these celebrities ) isuali ation of human suffering allows have created new trends in humanitarianism, uninvolved spectators to grasp the reality such as volunteer tourism and consumptive of unfortunate people across the country charity, ultimately generating an ‘it’s cool to Humanitarian organizations and journalists care attitude use the visual images to convey the message that the suffering people need attention from MEDIA AND MORAL COMPELLING the other fortunate citi ens of the world ATTEMPTS Shocking images of people suffering in other The relation between the fortunate parts of the world can form an emotional and the unfortunate, Christian compassion relationship between the unfortunates and and charitable value formed the beginning the viewers houliaraki ( ) argued that of humanitarianism (Barnett, ) The the image of vulnerability has the power to principal catalyst of compassion is direct move us from sympathy to action contact with suffering individuals; seeing the In their campaigns, humanitarian suffering face to face can generate emotions organizations use visual media that are rooted of pity from the witness, and from that in the social imagery ( ilkinson, ) Taylor emotion, there is a possibility that the witness (2004) argued that the social imagination will choose to get involved in the situation and concerns how people imagine their social commit to alleviating the suffering (Boltanski, existence, relationships, expectations and ) This is referred to as the transformation normative values The normative values of pity: at the sight of the unfortunate, the in social life can be understood as the witness becomes committed to charity conceptions of ‘moral order’ or appropriate Boltanski (1999) also explained the politics of behavior toward others Humanitarian pity, which state that via local action people in agencies use the social imagination as a the same community are bonded, and that the tool to shape the public opinions, institutional unfortunates are never ust stranger Since behaviors and social actions regarding the early compassion and pity are generated conditions of suffering people alhoun through direct interaction, it was originally a (2004) argued that the mediatized spectacle challenge to evoke pity and compassion from of human suffering is used to promote the fortunate, or from ‘uninvolved spectators’, the sense of an emergency that requires for distant suffering immediate efforts to manage the damaging Humanitarian agencies and media effects of a natural or man made disaster The or journalists, as direct spectators, now act response to a disaster or crisis is recognized as agents to convey the message of the as a moral experience that relates to a sense unfortunates in order to engage with the of responsibility to others in terms of relieving emotion and moral empathy of uninvolved human suffering Smith ( ) emphasi ed spectators The stories told by humanitarian that moral feeling or ‘social sympathy’ can
Internatonal Conference 996 on Social Politcs be provoked through the visual experience of agencies were meant to generate feelings witnessing the human suffering of guilt (for enjoying good conditions while Media has created an opportunity for a others suffered) and fear (of the misfortune) wider form of solidarity In the past, solidarity (Tester, ) The dialog through the images was viewed as narrow communitarianism; promoted moral awareness and moral it was limited to a sense of belonging, obligation to respond to the suffering of others nationalism and territory But since the media As Butler ( ) argued, the photograph has opened access to information from ‘can and must represent human suffering, around the world, solidarity has begun to teach us how to feel across global distances, expand in meaning to include the concept of establish through the visual frame a proximity universal solidarity, which means that people to suffering that keeps us alert to the human can help each other regardless of territorial cost of war, famine, and destruction in places distance or nationality differences (Boltanski, that may be far from us geographically and ) Solidarity itself is something that has culturally to be established between individuals on the In April , the General Assembly basis of similarities with respect to pain (Rorty, of European NGOs adopted the Code of ) Solidarity is generated via the ability Conduct on Images and Messages Relating of viewers to imagine the pain of the people to the Third orld ( N RD, ) The suffering as if it was the viewers own pain Code of Conduct was designed to respect Solidarity with ‘strangers’ is now possible humans’ dignity and prevent the images thanks to the media, which can now share and messages used by NGOs or the media knowledge about distant suffering Through from having a damaging impact on victims photographs, news and television broadcasts, Indeed, in addition to delivering information ‘moral relations between strangers are and generating emotions and compassion, mediated in the modern world’ (Ignatieff, images can also leave a lasting impression ) The stories broadcasted by the media on people (Benthall, ) Benthall ( ) give knowledge to the viewers about the critiqued the use of negative images of places, people and conditions of foreign lands suffering, as these can create generalizations without the viewers having to go there or and stereotypes that undermine humans’ example, the news of the Ethiopian Famine dignity The responses of audience members informed spectators about the conditions in vary regarding negative images Some Ethiopia and the people who were starving may feel pity while others may prefer to there The spectators thus received not only maintain ignorance of the circumstances knowledge, but also awareness of their moral in the image Since negative images could obligation to help other human beings and have a counterproductive effect, The Code inhabitants of the ‘global village’ of the world of Conduct encouraged the use of positive (Smith, Ignatieff, ) images in the media Similarly, Dyck and Photography in particular played a Coldevin (1992) encouraged the use of powerful role during the campaign to relieve positive images because images of people the thiopian amine Disturbing images of smiling can generate compassion on the basis starving, suffering people flled the media of rationality, good intention and love rather during the Ethiopian Famine in 1984 and than on horror and guilt The researchers Suffering children looked into the found that more people made donations for camera and by extension looked into viewers’ positive images because donors felt that ‘the eyes The negative images established appeal was likely to have a tangible benefcial a dialog between the suffering and the effect Media have long standing position as audience, making the horrors at play a driving moral indignation whether through positive force for reply from the audience in the form or negative image, to generate emotions of aid (Tester, ) The negative and moral awareness (Cohen, 2002; Tester, images used by the media and humanitarian ) Tester ( ) added that positive
Internatonal Conference on Social Politcs 997 images generate compassion through varies of world’s conditions and to promote stimulation of love, while negative images universal value of compassion, the spectators stimulate compassion through stimulation of found that it was diffcult to see the atrocity s sorrow real event and to attach themselves with the condition of wars or suffering thousands miles COMPASSION FATIGUE from them The est who have the privilege Pictures of starving kids and suffering of not experiencing the wars in Middle East people in refugee camps could move or the famine in Ethiopia, found it was hard to were intended to move the empathy of the relate themselves with the events The famine audiences However, there were changes of in Ethiopia has nothing to do with the life of reaction toward the images of the sufferings people in urope or America, to be cynical from the empathy into apathy of the spectators Airing the same pictures, broadcasting in which they stop noticing This apathy the similar news were resulting the of people often called compassion fatigue indifference attitude of the audience about that caused by the exhaustion of towards the suffering events at the other side of the the reports and news of the sufferings, and world Media companies and editors needed mindset among the audience that there is news that sellable and attract the attention of nothing can be done to improve or alleviate the the audiences The ournalists should create suffering (Moeller, Tester, ) There stories that can move the interest and even is debate whether images can compel moral the emotion of the spectators Moeller ( ) action, or if they actually numb the audiences argued that news about atrocity or sufferings to suffering and cause compassion fatigue were just part of entertainment that made Moeller (1999) argued that media contributed people interested in watching television thus to the emergence of compassion fatigue as could increase the program s rating eople the result of broadcasting the news of tragedy, got bored with news about realities of wars wars or crisis in repetitive way Instead of or hunger, but people loved the stories compassion and pity, the images of misery surrounding those realities, about who are and suffering were only instigated the feeling the good and the bad guy in certain war of uncomfortable or even boredom in which People need to be related with the reality in people start to turn away from those images the news by putting some fgures inside the The repetition of news broadcasted by the stories celebrity (Sontag, ) atching media has transformed the extraordinary esterner walked into the battlefeld, talked events such as famine, war, disaster, to be to the soldiers, gave attention to the refugees stories that all sound alike and less appalling in the camps in the television was more to the audiences (Moeller, ) Television interesting rather than watching the suffering and newspapers were ooded by the images of unknown people from the other continent of suffering purposed to give shock effect and The stories of West become the savior in the arouse the emotion of the audience, however, crisis situation was more likely worth-telling the emotion has its limit when people getting story and also increase the rating of the news numb, as they bored or as preemptive way (Moeller, 1999; Sontag, 2003; Chouliaraki, toward unbearable image, people just can ) turn off the television and turn away the page of the newspaper (Sontag, ) THEATRICAL COMMUNICATION AND The news of suffering others were meant CELEBRITY ENDORSMENT to attach the emotion of the audiences with the The broadcasting of distant suffering distance suffering, to evoke the sense of pity through media has been seen as a theatrical which lead to charity Sontag ( ) argued form of communication The theatrical that even though the images of war, famine, arrangement of humanitarian communication or sufferings aimed to educate the spectators not only shows images of suffering people, – or she referred them as the West – about but also provides narration and stories about
Internatonal Conference 998 on Social Politcs actions that, in the end, will allow people to and Philadelphia and broadcasted them help ( houliaraki, ) The performativity internationally These concerts got massive in the media is intended to give a moral responses from people around the globe, education to or cause a moral transformation were watched by some billion people of the audiences, as the performativity is part and raised over 110 million GBP for relief of a cultural process in which audiences are in thiopia (BB , ) This movement ‘trained how to respond and to participate’ also marked the beginning of high visibility (Tester, ) The arrangement of theatrical of celebrities in humanitarian actions and humanitarianism aims to separate ‘those who media informing (Chouliaraki, 2008b; Yrjölä, watch and those who suffer and [to] use the ) Audrey Hepburn, Madonna and olie aesthetic resources of language and image are additional examples of celebrities who so as to mobilize the power of imagination’ have provided humanitarian endorsements ( houliaraki, ) The stories about helping In 2001 Jolie was appointed as the Goodwill distant people involve the archetype of the Ambassador for the UN High ommissioner travelling hero; such heroes include NGOs, for Refugees (the UNHCR), and in 2012 her foreign reporters or even celebrities This role was expanded to Special Envoy of the archetype is the embodiment of western UNHCR; in both positions she advocated for heroic action, which aims to save victims human rights and the welfare of refugees from misfortunes in a faraway land, and (UNH R, ) the stories typically have a happy ending, The logic of marketing in celebrity wherein the western agencies are portrayed endorsement in the humanitarian agenda as glamorous and successful in saving lives highlights the power that celebrities possess (Benthall, ) to amplify messages; in particular, this power Celebrities have become a part of has been applied to amplify messages theatrical humanitarianism, often portraying concerning poor people in the Global South themselves as saviours The communication The strategy of celebrity endorsement is to strategy of the media is to case a celebrity make the advertisement of humanitarian work as an icon of humanitarian action; the aim believable to the audiences Making people is to generate wider moral concern from the believe in the celebrity’s cause is related to audience The endorsement of celebrities the celebrity s ability to appear authentic as humanitarian spokespeople is linked to Authenticity is related to the celebrity s their attractiveness, popularity and likability performance in front of the media; it is not (Becker, ) The greater the celebrity s something inherent in a person The most capacity in these three areas, the more important factor is simply whether or not persuasive and positive will be the impact the audiences accept that performance as of the celebrity s involvement on audiences authentic (Goffman, Scannel, ) Media coverage in magazines, newspapers, In order to make the performance believable, television and internet broadcasts create a aid agencies or other organizations like the theatrical narrative story portraying the chosen UN have to match the celebrity with the right celebrity as the centre or representative of cause in order to create the impression of people helping each other in the context of a deep relation between the persona and the global village ( houliaraki, ) the humanitarian issue at hand (Jerslev, The ive Aid movement in the mid s ) ne e ample of how this has been is one example of the mutual relation between accomplished successfully is the pairing of the the media and a celebrity in generating moral persona of olie in her movies, which re ect reactions and behaviours among audiences her as a heroic character doing dangerous (Tester, ) The movement was initiated work, with her representation in UNHCR as by Geldof, a rock singer, after he learned a representative who visits con ict areas and about the thiopian amine on television refugee camps as well as her adoptions of a Geldof held music concerts in London children from Third World countries, which
Internatonal Conference on Social Politcs 999 re ect her personal life as a nurturing mother humanitarian message that the celebrity is ( ooper, erslev, ) supposed to raise up in the public sphere The way that news about celebrity Another failure of celebrity endorsement humanitarianism is presented also plays a in terms of its ability to inspire moral action signifcant role in conveying the message among audiences is the phenomenon of of moral compassion and the cause of the celebrifcation ( eslev, ) erslev ( ) humanitarian events erslev ( ) pointed argued that celebrifcation is a process out that the media coverage of celebrities of producing and reproducing celebrities doing work for good causes through elebrifcation may transform ordinary into entertainment news sections may distract the extraordinary through media performance focus of the audiences far from the causes and usage It is a cultural transformation Articles from the internet with open access for that involves ordinary people watching or readers to leave comments are also accused using media information and copying a of the same issue, as such articles primarily celebrity in an effort to achieve a similarly serve to spread gossip from the proponents glamorous status ( ouldry, ) elebrity and opponents of the celebrity (Jerslev, humanitarianism spread celebrifcation ) The debates generally concern the through consolidating fan communities that celebrity as a personal or entertainment fgure may have not otherwise been interested in or rather than the cause of the humanitarian aware of certain global humanitarian events works done by the celebrity or e ample, had the celebrity not promoted the events an article was written In January 2015 about (Driessens, eslev, ) ultural Jolie visiting a Kurdish refugee camp; the transformation can be seen in the case of the article was published in People, a famous ‘coloured’ children adoptions by Madonna and entertainment magazine, and it allowed open olie The message of the adoption process discussion The discussion showed how the was that adopting different coloured children moral message about the suffering of others from various countries indicated a ‘globalized could be transformed into a debate about love sensibility and a cosmopolitan caring’ (Litter, and loathing for the celebrity as an individual ) olie adopted three children from In the comment section, some people support Ethiopia, Cambodia and Vietnam, while her mission, but many others question olie s Madonna adopted a baby boy and a baby intentions for visiting the camp and critique girl from Malawi After the adoptions of these her personal life ne account user named celebrities, there was an increasing number Really stated, MG give me a break ou re of US adoptions of African children After an actress, get off your soap box, don’t Angelina olie adopted a kid from thiopia, you have more homes to wreck Another agencies got a spate of calls from parents comment from Aussie Cathie stated, “I say wanting to know how to adopt a kid from hail Angelina olie itt Beautiful, talented thiopia (AB News, ) Intentionally or and a true inspiration ( eople, ) These not, the message received by the audiences responses from the audience challenge the was that universal affection and an impressive authenticity of the celebrity and fail to grasp social life could be demonstrated by adopting the gravity of the issue she advocates They coloured children, ust like the celebrities did also challenge the idea that moral obligation This interpretation of the adoptions has since regarding the suffering of people in a undermined the meaning of humanitarian humanitarian crisis can be transferred via a work and the causes that work serves celebrity, as the audience paid little attention Another phenomenon that has arisen to the humanitarian matter The celebrity due to celebrity humanitarianism is the status, which as Ro ek ( ) defnes it is the increase of volunteer tourism In short, the attribution of glamorous or notorious status pop culture of philanthropy has led tourists to an individual within the public sphere”, to pay to participate in development or has outshone the humanitarian activity and conservation-oriented programs (Wearing,
Internatonal Conference 1000 on Social Politcs Guttentag, ) The structural of the Global South to the lifestyle of Global components of the emergence of volunteer North citi ens tourism include culture, politics, NGOs, As part of global humanitarian actions, celebrities and the media (Mostafanezhad, celebrities employ their fame not only to ) olunteer tourism, as it was dubbed in promote certain values, but also to design the article “Vacationing like Brangelina” in Time an ideal fgure of humanity ( r l , ) magazine, can be traced to a humanitarian Media framed the celebrity as the ‘ideal of trip done by Jolie and Brad Pitt; this trip served cosmopolitan humanitarian individuals – as encouragement for people to do their own altruistic, self sacrifcing, apolitical world mixture of volunteering and sightseeing (Time, citi ens promoting equality and empathy for ) The same article stated that volunteer Africans (Repo and r l , ) Bono and tourism helps to provide self-redemption for Geldof’s humanitarian movement, called the guilt of enjoying overpriced and ‘just for Make Poverty History, is rooted in the alleged fun’ vacations, allowing people to feel good superior morality of the est ( r l , ) about themselves afterwards A psychological The construction of Africa and the Global analysis suggested that charity or South as inferior was perpetuated by the philanthropic action can indeed make people media, politicians and celebrities during their feel good about themselves (Bekkers, ) campaigns to promote liberty and freedom Ambivalent between solidarity and narcissism for the South elebrity humanitarianism, of the humanitarian action occurred where it which appears to be altruistic and heroic supposed to be the relief of the sufferings is on the surface, gives new meaning to aid the centre of action instead of self-satisfaction dependency: the Third World is dependent on of the givers ( houliaraki, ) humanitarian aid, and the West is addicted A third critique of the misguided efforts to aiding the Third World in order to feed its to compel moral action through media and superiority comple (Kapoor, ) celebrities is that these efforts lead to the The commodifcation of suffering commodifcation of poor Mostafane had brought about by celebrity humanitarianism (2013) stated that taking pictures with is re ected in its campaign in increasing coloured children during volunteer work is consumptive level of society as strategy key for the volunteer tourism industry Images to raise donation for the poor (R D) is an of Madonna with her Malawian babies and organization founded by Bono and Bobby of Jolie with her adopted daughter became Shiver in 2006 to engage with business symbols of the commodifcation of children in sectors and people in combating HI AIDS humanitarianism In her research in Northern in Africa (R D, ) The (R D) strategy Thailand, Mostafanezhad highlighted the to generate ‘public awareness’ is to use habit of volunteer tourists to take pictures commerce, so people can buy goods such with children and then upload these photos to as sunglasses, cell phones, and iPods while acebook or other social media networks By at the same time donating to charity The uploading these kinds of images onto social message of this campaign is ‘buy consumer media, such volunteer tourists try to form a brands and save Africans from dying of self-representation of their experiences and AIDS (De aal, ) Thus, rather than thus to practice celebrifcation by mirroring emphasizing the distribution of condoms portraits of female celebrities who did the or drugs to prevent the transmission of the same (Ro ek, Mostafane had, ) disease, the campaign emphasizes buying The construction of the image of western cell phones and other fashion products This volunteers holding darker-skinned children campaign has been criticized as misguiding is also part of a continuing colonial legacy in terms of moral values, and the website (Kapoor, ) The relationship shifted from www buylesscrap org specifcally re ects one of morality, compassion and care to a the notion that promoting shopping is a power relation based on the subordination reasonable way to address human suffering;
Internatonal Conference on Social Politcs 1001 the website advocates a different message outshine the focus of the charity Additionally, with the tag line “Shopping is not a solution: people can practice celebrifcation or try to Buy ( ess) Give More (buylesscrap org, draw attention to their own philanthropic De all ) The commerce strategy e periences for selfsh reasons adopting has generally been accused of being a coloured children from Third World countries, neoliberal practice focused on encouraging a joining volunteer tourism projects and consumerism lifestyle disguised as a reaction taking pictures with coloured children during to a humanitarian and social issue (Haen er, philanthropic work are some examples of ohnson and ones, ) celebrifcation in society that often occur without knowledge of the humanitarian cause Conclusion and that have a further negative impact Media is capable of informing viewers on Third orld countries inally, celebrity about the conditions of distant suffering and endorsement can also cause a shift in focus of inspiring action regarding that suffering from charity to buying consumer goods Thanks to media, the communication of Such charity is in fact the commodifcation charitable works and compassion that could of self-satisfaction and self-redemption for traditionally only be done within a local area people feeling guilty about stereotypes or can now be accomplished across a global other violations of humans dignity The range Through images and narrative stories consumptive behaviour of the Global North of humanitarian crisis, an audience can feel citi ens re ects the parado of celebrity pity toward others and mobilize relief action involvement in humanitarian work to help relieve suffering Media transform the emotions of audiences into a moral obligation BIBLIOGRAPHY to help osmopolitan value, which e ists because we live in the same world and can (R D), Our Story nline Available pity the suffering that others feel, is now the at http www red org en about fundamental base for inspiring an audience to Accessed April do humanitarian actions ( houliaraki, ) Celebrity endorsement is one of the AB News, Angelina Jolie inspires many ways that exist to draw the public’s international adoptions nline attention to humanitarian actions This strategy Available at http abcnews go com can successfully generate and amplify public GMA story id Accessed awareness regarding the suffering of others April The celebrity, due to his or her popularity Barnett, M , Empire of Humanity: A as a public fgure, gathers public opinions History of Humanitarianism New about politics and humanitarian agendas ork ornell University ress through consolidating their fan communities However, the merger of humanitarianism, BB , Live Aid 1985: how it all happened media and celebrity has been on the receiving nline Available at http www bbc end of various criticisms for many reasons co uk music thelive event liveaid The fgure of the celebrity, as an entertainer, history shtml Accessed March creates bias of intention on the celebrity’s part in terms of any broadcasted charity actions he Becker, A B , ngaging elebrity or she performs Moreover, although celebrity Measuring the Impact of Issue- endorsement has a similar function to a advocacy Messages on Situational humanitarian campaign, namely to generate Involvement, Complacency and moral social action, the results of celebrity Apathy Celebrity Studies, [e-journal] endorsement have been far less satisfying in ( ), pp Available at http comparison with campaign or e ample, the d doi org persona or the popularity of celebrities can Accessed April
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Internatonal Conference on Social Politcs 1005 Internatonal Conference 1006 on Social Politcs IMPRESSION MANAGEMENT & PUBLIC DIPLOMACY PRESENTED BY THE PRESIDENT OF THE REPUBLIC OF INDONESIA: A COMPARATIVE ANALYSIS ON THE IMAGE MANAGEMENT STRATEGY OF SBY AND JOKOWI AT APEC CEO SUMMIT
Inri Inggrit Indrayani [email protected] Universitas Kristen Petra
Abstract
The researcher have conducted a comparative research on several speeches of the former Indonesian President Susilo Bambang Yudhoyono (SBY) and the current Indonesia President Joko Widodo (Jokowi) at the APEC CEO Summit. Joko Widodo gave his speech in Beijing, China, 2014, while Susilo Bambang Yudhoyono delivered his speech in Bali, October 6th, 2013. Those political leaders speeches have constructively examined as image management strategies to build an impression management at the APEC (Asian Pacifc Economics Community) CEO Summit. APEC is one of crucial forum to build international relationships, draw the investment opportunities from various countries and demonstrate their competencies as leaders. Therefore, it was important to analyze how political leaders presented himself in front of the international public, in order to build a positive image and identity. This study used a qualitative approach with the content analysis as the method. The researcher incorporated a taxonomy of Jones and Pittman which divided into fve categories: Self-promotion, Ingratiation, Exemplifcation, Intimidation and Supplication. In regard to the data and related setting, this study had eliminated intimidation and supplication category. Thus, the researcher found that either SBY and Jokowi applied impression management in their public diplomacy in different ways. SBY applied self-promotion more frequently than Jokowi. SBY tended to display his image as a worldwide leader, a systematic, a charismatic and a competent person. SBY’s impression management in his public diplomacy was conducted in formal and normative way rather than being persuasive and proactive to attract investors. As for Jokowi, he was considered a confdent, a straightforward and an egalitarian as well as an authoritative leader. The impression management of his public diplomacy was conducted in more aggressive, detailed and informal way in order to gain foreign investment.
Keywords : Impression Management, Public Diplomacy, President of The Republic of Indonesia, APEC CEO Summit
INTRODUCTION the message are diverse as well Impression management was This researcher conducted a conceived and developed by Erving Goffman comparative study regarding speeches, which in 1959 in his Presentation of Self in Everyday were delivered by SBY and Jokowi, at the ife Impression management is closely A Summit resident oko idodo s related to a play, where the actor’s behavior speech was delivered in Beijing, China in shaped by environment and target audience Meanwhile, the former resident It focuses on people’s communicative Susilo Bambang Yudhoyono’s speech was behaviors to create desired images of them presented during the A meeting in Bali Goffman’s other objective is to provide a on October 1st to 8th , consistent message based on the actor’s A , or Asia acifc conomic intended goal In supporting roles, actors, ooperation (A ) is a cooperative effort of including political leaders would show their 21 countries with the aim of increasing free self-image that he will be able to lead the trade in the Asia acifc region A is an minds of others regarding these actors ach important forum and a strategic partnership leader would present self image differently in the world, its members should represent Similarly, situation and public as the target of a gross domestic product of 19 trillion US
Internatonal Conference on Social Politcs 1007 dollars and covers percent of world trade RESEARCH QUESTION In the last decade, the economic cooperation Based on the above explanation, the forum established as a dynamic economic research question in this study is How did region and contributed to 70 percent of world the image management perform in SBY’s and growth Indonesia has become one of the okowi s public diplomacy at the A members of the A member countries summit? since A was founded in the year in anberra, Australia LITERATURE REVIEW In the A summit, the president of Republic of Indonesia got an opportunity Impression Management and Public to deliver his speech n the occasion, Relations in Politics the members might to build relationships, Impression management is a process promote investment opportunities and in which people affect their image of others demonstrate their competence as leaders (Rosenfeld, Giacalone, and Riordan, of a nation Therefore, the president would ) Impression Management cannot be create an image management strategies to separated from the study of dramaturgy obtain positive perception and opinion as Futhermore, dramaturgy is widely known and e pected from other delegations As a form used as another form of communication in of public diplomacy, the president’s speech everyday life Action in dramaturgy would be at the forum was considered signifcant to e plained as an unstable identity of human be observed The question of this research Human identity may be vary depending study was SBY and Jokowi performed image- on the interaction with other people In management strategy at the A dramaturgy, social interaction is interpreted summit as a performance in a theater Furthermore, Landtsheer, Vries & Mulyana ( , p ) confrmed that Vertessen (2008) explained that over the the man is an actor who seeks to combine the past decades, politics turned into perception personal characteristics and goals to others politics This moderni ation of politics through drama performances themselves must be understood as a trend toward In achieving these goals, according to the commercialization, globalization, and visual concept of dramaturgy, humans develop culture in which mass media—television in behaviors that support the role The aim to particular—and new media play an important create a good impression on the opponent role This trend is responsible for turning interaction and pave the way for achieving politics into perception politics erception the goal urthermore, by managing the politics encouraged voters to shape intuitive information that we give to others, we might impressions of political candidates based be able to control the meaning of others on certain cues such as language style, towards ones It tells others who ones are appearance characteristics, and nonverbal- Impression management focuses on behavior instead of well-considered opinions the front stage and the back-stage (behind based on arguments the stage) of an actor The actors behave Charisma, personality, style and differently at the front and the back stage A the impression, which were shaped by front stage is the moment when the actors and the politicians to the public seems to be the audience are being together In contrast, a composition for opinion construction the back stage is where the actors are behind Through the modernization of media culture the stage, with no viewer thus the actors can and the in uence of globali ation, and act freely without concerned about how he commercialization, language, personality should perform and appearance of politicians dominated the Dramaturgy basic premise is that “the formation of perception meaning of actions can be seen from the way they express themselves in interactions
Internatonal Conference 1008 on Social Politcs with others equally e pressive Therefore, government’s efforts to form a communication “meaning” is the product of human interaction, environment abroad, to reduce misperceptions it defnes the quality of social behavior and misunderstandings that will complicate The adherents dramaturgy also confrmed relations between nations that “a good human behavior and based on Manheim (1994) explained the term rhetoric individual persuasive and in uential “public diplomacy strategic” as “a manifestation in mobili ing the behavior of others (Brisset of style information management in a new dgley, , p ) urthermore, the main international communication” In the academic focus of dramaturgy is how people express world, public diplomacy strategic is a type themselves in building relationships with of political communication that combines others, in regard to create meaning and “the use of knowledge such as attitudes and in uence preferences structure, cultural trends, and the Although the impression management patterns of the media use to shape and set presents an idea of presenting the self, a target of messages in order to maximize public relations (PR) has coined the term the intended impact and minimize unwanted to describe the process of how they shape effects (Manheim, ) the public image Allen and ailouet ( ) Signitzer and Wamser (2006) pointed argued that organizations, like individuals, that public relations and public diplomacy are are “actors” engaging in “performances” both “strategic communication functions of in various settings before audiences either Studying and understanding the impressions organizations or nation-states, and of PR companies are important since “these typically deal with the reciprocal consequences messages potentially build and shape public a sponsor and its publics have upon each perceptions of legitimacy” (in Johansson, other They also highlights the differences , p ) between public diplomacy, cultural diplomacy, ones and ittman identifed fve and media diplomacy ublic diplomacy major categories of management behavior consists of direct communication between suggested that self-promotion, ingratiation, the government and foreign public; cultural e emplifcation, intimidation and supplication diplomacy relies on favorable attitudes toward Self-promotion is when people demonstrate a nation’s culture to facilitate diplomatic their ability to obtain recognition of their relations ; and media diplomacy utilizes news competence; Ingratiation, is when individuals media channels to conduct open diplomacy use attery or praise to gain a sense of Public diplomacy and media diplomacy attention and sympathy; Intimidate, explains extend international communication beyond a condition when people give an indication as the realm of professional diplomats and other having authority to impose penalties on the government offcials to anyone with access to other fnally, the supplication, describes an the Internet or global news media event when individuals show weakness or According to Gregory ( ), public lack of them in order to acquire the attributes diplomacy conducted by states, state of a person in need of attention associations, and non - state actors to understand the culture, attitudes, and Public Diplomacy As International behaviors; build and manage relationships; Communication Activity and in uence opinions and actions to advance Edmund Gullion of the Fletcher School the interests and values ublic diplomacy of Law and Diplomacy at Tufts University conducted by political actors to understand frst applied the term public diplomacy as a the risks of policy, set the public agenda, process whereby international actors trying in uence the discourse in civil society, and to achieve their foreign policy objectives by establishing agreements of a strategic involving the public abroad ( ull, ) nature urrently, the concept of public Tuch ( ) defned public diplomacy as the diplomacy is usually defned as international
Internatonal Conference on Social Politcs 1009 actors attempt to manage the international categories are derived from the data in environment through engagement with inductive content analysis foreign public ( ull, ) Qualitative content analysis examines the characteristics of language as communication Qualitative Content Analysis As a Mixed with attention to the content or contextual Methods in Content Analysis meaning of the te t As a mi ed methods, In the last decades, the movement of qualitative content analysis is conducted mixed methods research has evolved as a differently from quantitative content analysis new alternative, as a “third way” in social and The qualitative content analysis emphasi es behavioral science Models of a combination the subjective interpretation of the content of of qualitative and quantitative research the data through the systematic classifcation approaches have been developed This process of coding and identifying themes or movement, however, has not led to a new approaches patterns Thus, the researcher methodology; it puts together different steps will examine explicit communication and of analysis with their different logics, mainly inferred communication to provide knowledge following a pragmatic theory of science The and understanding of the study methodology is adequate if it leads to the This study derived the elements of solution of the research question (Marying, Impression Management theory by Jones ) and ittman (in Bolino Turnley, ) Qualitative content analysis is used to The theory has been applied because of examine primarily on the characteristics of the breadth of the theory Moreover, the language as communication with attention theory of Jones and Pittman also provides to the content or contextual meaning of the a more appropriate basis for developing the te t ualitative content analysis is defned impression management measurement than as a research method for the subjective the others as well as its focus on specifc interpretation of the content of text data behaviors through the systematic classifcation process Self-promotion: of coding and identifying themes or patterns Make people aware of the This type of design is usually appropriate accomplishments when existing theory or research literature Try to make a positive event that the on a phenomenon is limited Researchers actor is responsible for Appear better avoid using preconceived categories, instead than it actually is allowing the categories and names for Try to take responsibility for positive categories to ow from the data Researchers events, even when the actor is not solely immerse themselves in the data to allow new responsible insights to emerge (Kondracki & Wellman, Try to make a negative event that the 2002) which is also thought as a development actor is responsible for Appear less of inductive category severe than it actually is Display your diplomas and or awards METHODOLOGY that you have received et others know that you have a reputation The method in this research was for being competent in a particular area a content analysis ontent analysis is Make public the actors talents or a method that may be used with either qualifcations qualitative or quantitative data urthermore, Declare that the actor has other it may be used in an inductive or deductive opportunities outside the actor’s current way ach way determines the purpose of the job study If there is not enough knowledge about Talk about important people know that the former phenomenon or if this knowledge the actor is fragmented, the inductive approach is Try to distance the actor from negative recommended ( auri Kyngas ) The events that the actor was a part of
Internatonal Conference 1010 on Social Politcs Ingratiation: The researcher did not apply all variable raise people for Reviews their measurements of Impression Management accomplishments by ones and ittman in this study Given the Do personal favors for people context of the research, intimidation would ffer to do something for someone that be eliminated variable to be measured In the actor is not required to do contrast, the qualitative content analysis ompliment people on their dress or methods would bring other variables derived appearance from e isting data In this study, researcher Agree with a person s ma or ideas or found another category, which was beliefs communication style This category should be Take an interest in a coworker s or included to be e amined supervisor’s personal life imitate others behavior or manner Communication Style : Spend time listening to people personal Gesture : problems even if you have little interest Informal in them rocedural formal Pattern of speech : emplifcation Stucture et others know how much hard dreams Unstructu the actor has (let others know how great an actor’s dream) FINDINGS AND ANALYSIS Try to act like a models of leader (trying Based on a the transcript of Former to act as a model leader) President Susilo Bambang Yudhoyono and resident okowi s speech at the A Intimidation : CEO summit, the researcher described the Speak in confdence research as found in table 1 Threaten the audience Treat the audience ust alike Table 1. Self-promotion Category in SBY’s and Jokowi’s speech
Cate- Indicator Susilo Joko gory Bambang Widodo Yudhoyono Make people aware of the accomplishments Try to make a positive event that the actor is respon- sible for appear better than it actually is Self Try to take responsibility for positive events, even Pro- when the actor is not solely responsible motion Display your diplomas and or awards that you have received et others know that you have a reputation for being competent in a particular area Declare that the actor has other opportunities outside - the actor current job romoting his super vision and mission Try to distance the actor from negative events that the - actor was a part of Talk about important people that the actor know - Sources : researcher’s data (2015) Internatonal Conference on Social Politcs 1011 Table 1 shows that SBY had more investment opportunities Therefore, in the seriously performed self-promotion than following explanation, Jokowi’s speech was okowi In their speeches, both were showing emphasizing more review of investment achievement, which had been gained during opportunities in Indonesia their position as state offcers but portrayed Self-promotion of SBY had shown in a different emphasis In this case, okowi in different way His self promotion was showed achievements in managing the emphasized on his existence as a senior issue of evictions in the past, when he was politician in the international political stage a Governor of DKI (Daerah Khusus Ibukota) As shown in his statement, As history noted, the problem of evictions “As a fnal point, Excellency, ladies was a complex issue because it involved and gentleman, Also in my capacity the allocation of a number of people into as the chief sales person of Indo- certain area ne of okowi s achievements nesia incorporated, I invite you all was successfully held evictions without any to see the business and investment demonstrations and anarchism The following opportunities in Indonesia.” was Jokowi speech regarding the evictions SBY explicitly mentioned his self as issue, the chief sales person or the leader of RI “I had experience with land acquisi- SBY’s statement represented that he is a tion, when i was a governor, we have signifcant person and the responsible one for a project of Jakarta Outer ring road. the development and progress of economic started 15 years ago but is stop 8 growth in Indonesia Indonesian capacity years ago. Because we had a prob- in A in and were different lem here, 1.5 kilometers unfnished. Indonesia was the host of A , Because there is 143 family do not while at A , Indonesia was one of accept with the compensation price. participants at the meeting As an entrepreneur So last year, I invite them, I go to the ground, and I invite them for lunch as his previous occupation, Jokowi utilized and dinner, 4 time. ah, this is me, I the forum to show Indonesia s profle for the invite them and then we talk about sakes of national interests okowi e plained the problem, 4 time, 4-time meet- more detail regarding certain sectors as an ing and the problem is clear. And opportunity for s to stimulate investment now, the toll road has been used a SBY, who also known as a military man, 7 month ago. “ had a long immersed in Indonesian politics He presented himself as the leader of the In showing self-promotion, Jokowi country and the Asia acifc regional leaders also demonstrated his competency as a SBY did not convey the vision and mission businessman Thus, understand the ins and of the development as well as national outs of business and investment It was stated interests in detail Instead, in his speech, SB openly in his speech, “Because you know, I was a busi- more concerned on the future of A As nessman, a years ago. So, this described in his speech, morning I’m very happy Because “Mackenzie predicted that Indonesia We can talk about business, about business opportunity will increase of investment with all of you. “ up to 1.8 trillion US dollars in 2030. This opportunity ranges from con- okowi s statement also confrmed sumers services, agriculture and that he had a chance of success beside his fsheries, industry resources to edu- capacity as the president of The Republic cation and infrastructure. We con- of Indonesia As an entrepreneur, okowi tinue to create a better business convinced heads of state and CEOs and investment environment and at the A forum that he understood addressing many of the challenges properly the needs and attractiveness of ..... In the next 14 years, we are tar- geting to reach over 460 billion dol-
Internatonal Conference 1012 on Social Politcs lars of investment in 22 games in- From one of his speech, the President tegrated economic activity in each SBY mentioned a well-known investment program. Reviews These include institutions, Mackenzie, that predicted the agriculture, mining, industry, energy, growth of business opportunities in Indonesia marine, tourism, and telecommuni- was appro imately to US billion in cations. Therefor the master plan The statement was an assurance, overs a great deal of opportunities verifcation and confrmation for SB to build for international investors. “ an image that under his leadership, Indonesia would become a country with a progressive economic growth Table 2. Ingratiation Category in SBY’s and Jokowi’s speech
Category Indicator Susilo Joko Bambang Widodo Yudhoyono raise people for their accomplishments - Do personal favors for people - Ingratiation ffer to do something that the actor is not required to do ffer the future of us - Deliver promises of services - Sources : researcher’s data (2015)
Based on the table 2, SBY did global treat. Which moreover inter- ingratiation in doing “praise people for their region trade has grown sevenfold accomplishments, offer to do something that since 1989 reaching over 11 trillion the actor is not required to do and offer ‘the dollars in 2011. In the past 25 years, future of us” SB s ingratiation represented average tariff Declined by APEC that he wanted to attract public’s sympathy have closed to 70 percent. The cost and closeness in order to do persuasion of conducting business across bor- ders Decrease by two successive easily Robert evine ( , p ) revealed rounds of 5 percent tariff reduction, that the psychology of persuasion emanates the resulting in nearly 59 billion US from three directions: the characteristics dollars of savings for business. all of the source, the mind-set of the targeted this shows that it combine with po- person, and the psychological context within tential, APEC is in the ideal position which the communication takes place to held the recovery of the global SBY was known as a skillful leader, economic. “ who considered public as part of his image management strategy The win win solution “Indonesia will work with APEC lead- was a strategy that is often offered by SBY ers and all stakeholders, to advance in facing problems A summit was these 3 priorities.” the appropriate meeting to show his image as a senior politician, who understood the “I believe that if physical focus and challenges and the future of A The improve institutional, and people to following example shows SBY speech that people connectivity will held inte- ingratiation : , grate our region. Also it will facilitate “At present APEC economics ac- the fow of good services, capital and count for 54 percent of global gross people of the Asia Pacifc. Those we domestic product and 44 percent of must work together to Strengthen
Internatonal Conference on Social Politcs 1013 connectivity through infrastructure to land acquisition problem At the end of his development and the promotion of speech, ingratiation was done by giving a infrastructure investment. “ commitment that the Indonesian government Based on Ingratiation category, the would provide convenience in business researcher found that Jokowi did indicators of permission for investors He ensured that the ingratiation that were “do personal favors for superstructure was an important factor and people, offer to do something that the actor priority for infrastructure development is not required to do and deliver promises of services” As detailed in the following , Table 3. Exemplifcation Category in SBY’s and Jokowi’s speech “Many investors, a lot of invertors, Cate- Indicator Susilo Joko when they come to me, almost of gory Bambang Wido- them, they always complain about Yudho- do land acquisition. I will push my Min- yono isters, my Govenor, my major, to et others help clearing this problem. “ Exem- know how plifca- much hard/ “When I was a governor, we have a tion dreams the project of Jakarta Outer ring road. actor has started 15 years ago but is stop 8 Try to act years ago. Because we had a prob- like a model lem here, 1.5 kilometers unfnished. of leader Because there is 143 family do not Sources : researcher’s data (2015) accept with the compensation price. So last year, I invite them, I go to the The table 3 showed that both SBY and ground, and I invite them for lunch and dinner, 4 time. ah, this is me, I Jokowi intended to build an image as a leader, invite them and then we talk about who had in uence and authority as well as the problem, 4 time, 4-time meet- future dreams for Indonesia The following ing and the problem is clear. And excerpts showed Jokowi’s statement to “let now, the toll road has been used a others know how much hard / dreams the 7 month ago. “ actor has and try to act like a models of leader”, “Now we talk business permit. We have national one-stop service, the “We want to channel our fuel subsi- national one-stop service offce that dy to the farmer, for seeds, for fertil- can help you, that will serve you, izers, and Also for irrigation. And we that will facilitate you, that will give want to build the dams, 25 dams in 5 you, your business permit. For ex- years, from our fuel subsidy, to main- ample, the principal business permit tain the water supply to the farming need 3 days to process “ area. In 5 years, we want to build 24 seaports and deep seaports, as you know that we have 17,000 islands, The ingratiation conducted by Jokowi so we need deep seaport and sea- strategically intended to attract interests of port. and this is your opportunity, 24 s in order to do investments in Indonesia seaports and deep seaports. “ As the current president of Indonesia, okowi personally guaranteed matters concerning “I had experience with land acquisi- land acquisition for infrastructure development tion, when I was a governor, we have would be under control of his power okowi a project of Jakarta Outer Ringroad. also introduced his term diplomasi makan started 15 years ago but is stop 8 siang as his good will to solve problems related years ago. Because we had a prob-
Internatonal Conference 1014 on Social Politcs lem here, 1.5 kilometers unfnished. “First and for most we all need to Because there is 143 family do not do our part to Prevent protectionist accept with the compensation price. policies and continue ... .We must So last year, I invite them, I go to the Also Ensure that our trade relations ground, and I invite them for lunch are not only strong but balanced and dinner, 4 time. ah, this is me, I Also. Second, we need to Intensify invite them and then we talk about effort to stimulate investment within the problem, 4 time, 4-time meeting our region, so as ...... There is tre- and the problem is clear. “ mendous opportunity for this as we are experiencing a rapid growth of In his presentation at the A the middle class. Third, we need to forum, Diplomasi makan siang was Jokowi’s develop more and better infrastruc- strategic term to get impression as an ture as an essential element of our egalitarian leader, humanist and emphasized connectivity ...... We have to make it dialogue or two-way communication in solving Easier, cheaper and faster ... ..We problems welcome public-private partnership One of Jokowi’s achievements during to develop needed infrastructure. his tenure as governor of DKI Jakarta was Fourth, to Ensure growth with equi- his ability to promote dialogue with the public ty, we must embrace the SME’s that to have mutual understanding between form the backbone of all our econo- society and government In the process of the mies. Fifth, we must work dialogue, the government would understand a crucial points of issue from the public’s together to Ensure the fnancial sta- perspective okowi wanted to share that bility the which is an absolute req- the public were invited to participate in the uisite for sustainable all economic reali ation of the government program It was activities, Including treat and invest- the essence of democracy This kind of the ment. “ attitude was a truly leader represented in his “...... Also in my capacity as the chief speech at the A summit sales person of Indonesia incorpo- In the category of e emplifcation, rated, I invite you all to see the busi- SBY’s speech highlighted two important ness and investment opportunities points irst was about the dominant review in Indonesia.” of A in SB s speech to impress s that SBY was a leader who understand and At the end of his speech, the president had control on the root of A problems SBY referred himself as the chief sales SBY presented himself as one of the leaders person of Indonesia incorporated The in the Asia acifc region uthermore, It was labeling was his image management strategy not excessive when he had big dreams for the to demonstrate his great role in Indonesia community of A countries It was to assert That was SBY, the person who had a big his debut regionally and even internationally responsibility to bring Indonesia into the Here were excerpts of his speech, sustainable growth, economic development and democrati ation It was the same position as the other CEO’s had in their companies, to promote development on their busin
Internatonal Conference on Social Politcs 1015 Table 4. Communication style category in SBY’s and Jokowi’s speech Category Indicator Susilo Bambang Joko Widodo Yudhoyono Informal - Gesture rocedural formal - Pattern of speech structured - unstructrured - Sources : researcher’s data (2015)
Communication style was drawn from mit. And I am pleased to see such the data found by the researchers that the two participation used by the richer and leaders had different communication styles world corporate community here to- In the A forum, okowi was the day. Also I wish to thank my fellow only leader of A s members that made APEC leaders, many of Whom Also a presentation with slides and without using would have the honor to speak to te t That style was attractive for the public this forum. “ English pronunciation used by Jokowi tended SBY’s communication style more to be informal and not standardized for commonly known as high-context culture, international speech ven acquiring criticisms using symbols that implied serious, formal, from Indonesians because the speech did structured and systematically SB s not meet the high standards of international communication style was inversely with meetings, Jokowi communication style okowi s n the one hand, SB was highly gave the impression since it was straight to displaying his image of in uential, careful and the points, clear and not more ramble The charismatic but the other hand, SBY’s speech following is Jokowi’s opening speech, tended to please and satisfy many parties “Ladies and gentleman, all CEOs, He tended to avoid con ict and arguments as good morning. First On Behalf of well as provide a cover for bad events Indonesian government and the people of Indonesia, I would like CONCLUSION to thank you for your coming to my presentation. Today, I’m happy, very Based on the data, the impression happy. I’m, to be among with you “. management of SBY emphasized on his self- promotion and ingratiation In the A Unlike okowi s speech at the A forum, SBY tended to display his image as CEO summit in Beijing, communication style a worldwide leader, systematic, charismatic and language chosen by SBY were too formal, and competent person SB s impression procedural and represented his image as a management in his public diplomacy was political elite The following e cerpt opening conducted in normative and formal way rather speech SBY, than being persuasive and proactive to attract “Your Excellency, the minister of investment for Indonesia In the era of SB s APEC economy, adorable governor leadership, political imagery was a crucial of Bali. Distinguished CEO from the Asian Pacifc region and other parts to gain public attention and sympathy As a of the globe, ladies and gentleman. I politician, SB was known as a profcient am pleased to welcome you to Indo- person in formulating political imagery nesia and I trust that all of you are The focus of SBY’s speech was enjoying the island of Bali, the which dominated by the dynamics of A than the is Also known as the island of the aspects of national opportunity and growth Gods. It is indeed a great honor for The fnding was e plained in two reasons me to address this APEC CEO Sum- First, it was related to the position of Indonesia
Internatonal Conference 1016 on Social Politcs in as the host of A summit Thus Personality Traits Can Win Elections, that impression management was intended Journal of Political Marketing, 7:3-4, to build his image as a good host for all of s Second, the e posure speech of ull, N ( ) ublic diplomacy SBY about Indonesia was described in short Ta onomies and histories The Annals and abstract information The speech was of the American Academy of Political constructed to build Indonesia’s image as a and Social Science, , in stable and progressive country both in politics laeva, A ( ) Case Study Of and economics Russia’s Public Diplomacy To Attract Speech delivered by Jokowi throughout U.S. Direct Investment a slide presentation and with no text, Jokowi was considered a confdent, a straightforward, ull, N ( ) Public Diplomacy: Lessons an egalitarian and an authoritative leader from the past os Angeles igoeroa The impression management of his public ress Retrieved November , , diplomacy was conducted in an aggressive, from http uscpublicdiplomacy detailed, and informal to gain investment org/publications/perspectives/ Jokowi acted such as a truly marketing who D erspectives essons pdf introduced a product rather than presidential performance This kind of impression ohansson, ( ) Goffman’s sociology: management style probably would win An inspiring resource for developing the hearts and minds of foreign investors public relations theory Public further emerging engagement of the public Relations Review, 33, 275-280 in The impression management as a part of eterson, R ( ), David’s vs. management process which is organized Goliath: The Self Promotion of Public Relations Boutiques Online. by a political actor through purposeful communication and action, seeks to in uence ones, , ittman, T S ( ) Toward and to establish, build, and maintain a general theory of strategic self benefcial relationships and reputations with presentation in Bolino, M Turnley its key publics All of the action is to support H ( ) Measuring Impression its mission and achieve its goals (Strömbäck Management in Organizations. Kiousis, , p ) Organizational Research Methods, With regard to the main objective of the ol No , April public diplomacy which was to in uence policy Kondracki, N , ellman, N S ( ) and public opinion abroad for the national Content analysis: Review of methods interest, Jokowi’s impression management and their applications in nutrition was more promoted to achieve attention education Journal of Nutrition and awareness of public than SB s In Education and Behavior, 34, 224-230 international context, speech would be easily in Hsieh, H Shannon, S ( ) interpreted by foreign audience if delivered Three Approaches to Qualitative and encoded directly, concretely and simple Content Analysis. Qualitative Health Those ways are useful to gain mutual Research Journal, 15 (9) understanding, mutual trust and mutual beneft between the Indonesian government Lauri, S & Kynga s H ( ) Developing and the s at A summit Nursing Theories (Finnish: Hoitotieteen Teorian Kehitta minen) erner So derstro m, Dark y, antaa in lo, S REFERENCES Kyngas, H ( ) The qualitative andtsheer , ries, De ertessen, content analysis process. Journal of D ( ) Political Impression Advanced Nursing. 62(1), Management: How Metaphors, Sound Bites, Appearance Effectiveness, and
Internatonal Conference on Social Politcs 1017 evine, R ( ) The Power of Persuasion Rosenfeld, Giacalone, Riordan ( ) : How We Are Bought and Sold Impression management in ngland ne orld, ford organizations: Theory, measurement, and practice in Bolino, M Turnley Manheim, B ( ) Strategic public H ( ) Measuring Impression diplomacy In Bennett D Management in Organizations. alet ( ds ), Taken by storm: The Organizational Research Methods, media, public opinion, and U.S. foreign ol No , April policy in the Gulf war hicago The University of hicago ress Signit er, B amser, ( ) Public diplomacy: A specifc governmental Mayring, ( ) Qualitative Content Function in H Botan Ha leton Analysis. Theoretical Foundation, ( ds ), Public relations theory II Basic Procedures and Software Mahwah, NJ: Lawrence Erlbaum Solution Associates
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Internatonal Conference 1018 on Social Politcs IMPLEMENTATION OF OPEN SOURCE SOFTWARE POLICY: STATE MINISTRY OF RESEACH AND TECHNOLOGY
Hariyanto [email protected]
Abstract
Advances in information technology and communication in public life will be unavoidable in the current conditions. Information technology is a means to facilitate the activities so as to encourage communication between individuals, groups and countries are becoming more rapidly so as to boost the economy. In adopting or using information technology course must follow the rules that apply so as not to cause problems that would interfere with the rights of others. Based on data regarding infringement of intellectual property rights Indonesia is a country that is included in the list of the top 10 in the world and the highest among the countries in Southeast Asia. To protect the number of violations of intellectual property rights and encourage the independence of the nation, the Indonesian government issued a policy of Act No. 19 of 2002 and then through the Ministry of Research and Technology together with the four ministries to follow up with the declaration IGOS (Indonesia, Go Open Source!). In an effort to realize the common good, the Ministry of Research and Technology implement software policies open to several locations: local governments, universities, communities and small and medium businesses. In the implementation of the OSS to several locations, of course, there are successful and unsuccessful. One of the most successful local government in the implementation of Open Source Software is Pekalongan city government so getting an award from the central government. Seeing this success, researcher are moving to do research into Pekalongan city. The theory that researcher use to measure performance in implementing the OSS policies using indicators of Donald Van Meter and Carl Vorn Horn. The indicators include standards and policy targets (target size and policy), resources, the characteristics of the implementing organization, communication between the organizations concerned with the implementation activities; implementing attitudes; conditions conomic, social and political. So that the results of this study could provide motivation and example for local government and other locations so as to realize the true national independence in the feld of information technology-based open.
Keywords: Open Source Software (OSS), IGOS (Indoensia, Go Open Source!), Policy Implementation.
INTRODUCTION through the pen Source Software ( SS) Background of the problem Form of policy is a program IGOS The existence of the government’s efforts (Indonesia, Go Open Source!), together is to provide solutions to their problems in the with national and local governments as well feld of I T (Information and Communication as community ICT is driven to use and take Technology) to the community as a recipient advantage of SS of the potential policy or polemic detrimental Indonesian society is encouraged to to all parties use open source background of several This is in line with the national strategic issues namely: policy felds of I T, which is one government First, the global issues regarding ICT program that aims to reduce the digital divide in an effort to minimize the gap between the is to provide an alternative software which is communities in the country with developed free and can provide opportunities big enough countries, through the use and development for the growing developer and a group of of software based on open source local software industry (Indonesia), which is Second, the enactment of legislation
Internatonal Conference on Social Politcs 1019 or the Law on Intellectual Property Rights, of the basic and essential principle once a which requires a real action government and common thread in the development of the communities to cope with the increasing use information society in the context of poverty of illegal software by enhancing innovation alleviation assisted through information and and creativity in information technology communication technology, which is based in order to accelerate the development of on strong partnerships between government, national software industry the private sector, civil society organizations Third, in order to accelerate, develop, (civil society), and other international and create government programs in organi ations ( ) Results of the study The information technology on a national scale United Nations Conference on Trade and that have broad impact in governance Development (UN TAD) in which stated (acceleration program of e-government), the that developing countries recommended to economy (savings of foreign exchange in adopt SS So that the government together the procurement of licenses, stimulating the with the private sector to work together in development of SMEs in ICT), social (increase the development of SS and free softwar in the number of computer users, training Current conditions, OSS has evolved in many in improving ICT skills, increasing access countries, both developed and developing to information), science and technology countries, accounting for over 30 countries (increasing the capability of R & D and Human in Asia, urope, and atin America ( huong, Resource information technology), and others ) These countries have encouraged in an attempt to reduce the gap in information government agencies to use OSS for reasons technology between developing countries and that include: Cost Advantage, Robustness, developed countries and between regions Reliability & Security; Bridging the Digital that have facilities different 1 Divide within a Short Time Frame at a Low Formally, the open source began to Cost, dan Potential for Development of be adopted by the government in 2004 Locally Relevant Software (UN TAD, ) through pencanganan movement “Indonesia, rom the feld of economy, development Go pen Source IG S is a movement of ICT contributes a sizeable and the country launched by the government to cultivate the loses in terms of revenue by the number of use of open source software and legal This cases of piracy Senior director of Anti iracy movement originated from IGOS declaration software BSA Asia acifc (Business Software on une , by (fve) ministries namely Alliance BSA)2, which is a trade association the Ministry of Research and Technology, nonproft founded to advance the goals of the Ministry of Communications and Information software industry and partner devices severity, Technology, Ministry of Justice and Human said that the piracy of software on computers Rights, Ministry of State for Administrative of individuals (Personal Computer-PC) is Reform and the Ministry of National ducation global approaching 42%, with the potential Notice of the problems that exist in the loss reached billion feld of I T in the country, and the government Utilization of OSS becomes very responded by creating and issuing a policy relevant because Indonesia is still considered alternative namely Open Source Software to have not been successful in addressing the which is one of the solutions to get out of piracy of computer software Based on data problems in the feld of information technology, from BSA (The Business Software Alliance) in it refers to: Global Software Piracy (July 2004) revealed (1) The agreement with the World Summit on the Information Society BSA is the foremost organi ation dedicated to (WSIS) in December 2003, which is one support the legal digital world safe and headquartered in ashington, D , BSA is active in more than countries, have dedicated employees in offces 1 Pengembangan Open Source Software around the world: Brussels, London, Munich, Beijing, Indonesia 2025, Grand Scenario OSS Indonesia 2010- Delhi, Jakarta , Kuala Lumpur, Taipei, Tokyo, Singapore, , hal and Sao aulo
Internatonal Conference 1020 on Social Politcs that Indonesia is one of the four (4) countries special attention to the effcient use of piracy largest software namely 88%, behind pen Source Software hina , ietnam , and Ukraine eraturan residen No of on This high rate of piracy, making Indo-Indo- RPJMN 2004-2009 contained in the nesia proposed by II A (The International document “Program for Increasing Use of Intellectual Property Alliance) of the United Open Source Software to all Government State Trade Representative (USTR) to be in- institutions and Walks of Life” cluded in the list of priority countries to be su- IGOS Declaration containing the pervised (Priority Watch List) This is a warn- ing that should not be ruled out, because it agreement made by (fve) of the will give a negative impact to the economic Ministry in an effort to support the use of development of the nation as a whole The software based on open as supporting the countries listed in the Priority Watch List will development of information technology lose facilities generalized system of prefer- in public life associated with the growth ence (GSP), namely a special facility for de- of the economy, so the need for self- veloping countries in the form of exemption in reliance, competitiveness, creativity and the e port innovation as key to the success of the development of the Indonesian nation Surat Edaran Menteri Komunikasi dan Informatika Nomor S M KOMINFO/10/2005, containing advice to all central and local government agencies to use legal software with intelligent choice of using open source software Surat daran Nomor S M Sumber: Business Software Alliance BSA AN , e plicitly appealed to the Gambar Daftar Negara engguna Aplikasi Illegal Head of Central Government and the Regions to check the use of software From 166 countries put Indonesia in the in their environment and remove all the top position in terms of violations of Intellectual software is not legal, and further use of roperty Rights AS AN region, the second Free/Open Source (F/OSS) which is a rank is occupied by Vietnam (81%), Thailand freely licensed and legally as a substitute (72%), the Philippines (70%) and Malaysia software is not legal ( ) (Source Digital ife Style une , Surat Menristek No M on ) Follow-up Migration Open Source in the The high level of use of pirated software, Government of course is detrimental to many parties In support of government policies on the Not only business people in the feld of IT use of open source, the Ministry of Research (Information Technology), but also a country and Technology has made a program in has lost potential ta revenue support of the open source policy The Government encourages optimize In driving the success of IGOS, the the use and utilization of Open Source roadmap drawns up by the Ministry of Research Software by issuing multiple regulations to and Technology by observing a model drawn support OSS program, namely: up by the Ministry of ommunications UU No of concerning Intellectual Therefore, within the framework of synergy Property Rights, the Indonesian programs and activities, the activities are government’s commitment in combating transformed follow Achievement Strategy piracy of intellectual property developed by the Ministry of Communications Intruksi residen (Inpres) No of as follows:3 on the Development and Utilization of 3 Departemen Komunikasi dan Informasi, Telematics in Indonesia in order to give Roadmap Perangkat Lunak Sistem Terbuka / FOSS
Internatonal Conference on Social Politcs 1021 LITERATURE REVIEW
Analysis of Open Software Implementation In the process of a public policy, public policy implementation is one of the stages that must be passed after the stages of policy formulation in a cycle of policy system Implementation activity is a process of applying the law after the law is adopted ( inarno, ) The activity begins with the identifcation of problems, setting the agenda of policy formulation; then proceed with the formulation of policy proposals, and followed the process of legitimizing the policy, and then implement its policy, and the last is the process of evaluating the policy According to ohn in the Hill and Hupe (2002: 7) implementation is the stage in the Gambar pen System Softwar Roadmap “policy process”, which relates to changing In supporting the OSS program, the the policy concern into action “to change Ministry of Research and Technology has policy into action implemented and work to improve the quality of In a real sense, according Nugroho the resources within the government (central (2002: 539) states that policy implementation and local), universities and communities with is an activity implementers in government the knowledge of information technology bureaucracy that interprets macro policy in based on open source through the following the form of legislation, into public policy that is activities: (a) Develop Open Source Directory downward again, in the form of regulation, the Indonesia; (b) Develop Guidance Document Governor Regulation, the Regent Regulation, Research Open Source Software; (c) The mayor and other regulations And then Developing Local distributions (Ubuntu Linux, by offcials under the Minister, Governors, Dwiwarna, IGOS Nusantara, and others); Regents, Mayors policy is further elaborated (d) Establish the business community and in the form of policy that is micro, and fnally the application developers; (e) Use of Software policy by offcials on the ground is translated Training OSS (Open Source Software); (f) in the form of program or pro ect activities Establish Network POSS (Pendayagunaan Van Meter and Van Horn in Wahab Open Source Software) in Higher Education; (2001) suggests that Implementation is the (g) Telkom Research and Technology Award actions performed by individuals offcials (h) Guidance Document Series Utilization of or groups or private government aimed at Open Source Software; (i) Support activities achieving the objectives outlined in policy pemeritah migration in the region; (j) Human decisions Resources Development with the training and View of Van Meter and Van Horn that the equipping of knowledge based applications implementation of an action by an individual, Open Source Software; (k) To develop offcial, government agencies or private groups applications based on Open Source Software aimed at achieving the objectives that have in cooperation with NK and ommunities been outlined in a specifc decision These bodies carry out the tasks of government that have an impact on citi ens country Implementation of the new activity is
Indonesia, ersi Draft a device that is expected to obtain changes
Internatonal Conference 1022 on Social Politcs to the objects that will be addressed and the interrelated variables, these variables are: implementation must be in accordance with standard and policy targets/size and policy the wishes of changes in society as a target objectives; resource; characteristics of the group policy implementing organization; The attitude of According to Nugroho opinion, there the implementers; Communication between are two characteristics of public policy, relevant organizations and activities and namely: 1) public policy is something that is the implementation of social, economic and easy to understand, because the meaning is political things are done in order to achieve national Schematically, the model of public policy objectives; 2) public policy is something implementation Van Meter and Van Horn can that is easily measured, because the size be explained in the following picture: is obviously the extent to which progress towards the ideals has been taken ne policy e perts that Thomas R Dye (1978: 3) argues that “Public policy is whatever government chose to do or not to do This means that policies should not con ict with the values and social practices that e ist in society If the policy contains the values that are contrary to the values that live in the community, then the policy will have constraints when it is implemented Instead, a policy must be able to accommodate the values and practices that live and thrive in the community Implementation is a very important icture Model of public policy implemen- stage in a series of policy processes Three tation Van Meter and Van Horn series of processes that policy, formulation (policy formulation), Implementation (application or implementation of policies) The Philosophy of Open Source Software and Evaluation (evaluation of the formulation Proprietary Software and implementation of policies) Many experts tried to examine and Proprietary Software is a term that is seek to identify the critical factors that initiated by the advocacy of The Free Software affect the level of acceptability of policy Movement to describe computer software that implementation, one Nugroho (2008: 495) legally belong (patents) of one of the parties states that the implementation of the policy The use of software by the other party must can be implemented well three important be established through a contract or license elements that absolutely must exist: (1) the agreements or the use of (using), distribution implementor; (2) the program, (3) the target (redistributing) and change (modifying) of this group software is prohibited, restricted or require a In the model approach to the permit implementation of policies formulated While the source code, a wholly- an Meter and an Horn called A Model owned company that release of the of the olicy Implementation ( ) This software Generally, this type of software are model assumes that the implementation commercial, because it is usually developed of the policy runs linearly from political by a business which aims to make money decisions, implementing public policies and from the use of the software that created it performance This model e plains that the policy performance is in uenced by several
Internatonal Conference on Social Politcs 1023 Open Source Software RESEARCH METHODS Open Source Software in the opinion In this study, researchers used a of sther Dyson is defned as software that qualitative descriptive approach to describe, is developed in mutual cooperation with no summarize a variety of conditions, various formal coordination, use program code is situations or various phenomena of social freely available, and distributed over the reality The use of a qualitative approach is internet also intended as a research procedure that According to Richard Stallman, a produces descriptive data, of speech, writing, culture of mutual aid software development, or the observable behavior of an individual, it has been around since computers were group, community and / or organization frst developed However, when udged to in a specifc setting anyway All of them have commercial value, the software industry studied from the point of view of the whole, began to impose their concept concerning comprehensive and holistic (Bogdan and the ownership of the software The original Taylor or atchan quoted Basrowi Sukidin, defnition of open source is as stated in the ) OSD (Open Source Defnition) along with Creswell (2002: 136) and then summed an e planation ackage contents is the up the views of various experts that the condition that must be met to be said that qualitative approach is more emphasis on the the software is open source, which are: Free process and meaning of descriptive obtained Redistribution; Source Code; Derived Works; through words or images as well as inductive Integrity of the Authors Source Code; No where researchers build abstractions, Discrimination Against Persons or Groups; concepts, hypotheses and theories of the No Discrimination Against Fields of Endeavor; details here the researcher is the principal Distribution of License; License Must Not instrument that physically connect with Be Specifc to a Product; License Must Not people, background, location or institutions to Contaminate Other Software License Must observe or record the behavior in a natural Be Technology-Neutral setting
Logical Framework RESULT AND DISCUSSION The policies that are implemented will Indicators of successful OSS policy generate a consequence The consequences implementation of the policies that have been implemented in In fnding out the success of a policy the form of output and impact implementation process required in depth Form of policy output is goods, analysis of government policy implementation services, or resources received by sararan process ongoing in this case is an open source group or groups of recipients To determine implementation of the policy in Pekalongan the success of policy implementation open City Government with a view of the factors source, in this study see from (1) standards that affect the implementation of the policy and policy targets (target size and policy), The indicator which is measured in terms of: (2) resources, (3) the characteristics Standards and policy targets of the implementing organization, (4) (size and policy objectives), in the communication between the organizations implementation of a policy, not off the concerned with the implementation activities; standard size and policy objectives should be (5) implementing attitudes; (6) Environmental clear and measurable to measure the level of conditions conomic, social and political on success in implementation If the standards the target group and a group of recipients and vague policy goals, it happens multiple (benefeciaries) ekalongan city success interpretations and easily lead to con ict in implementing the OSS can be used as a between the agents of implementation model for other cities Goals or ob ectives defned policy
Internatonal Conference 1024 on Social Politcs based on documents that investigators get According to the analysis of the author that from the condition of the pre-launching of the standard indicators and targets of this of the program IGOS 2004, generally IGOS policy or policy implementation successfully have targets or goals to be achieved, namely: fulflled seen an increase, or when the (1) Making OSS as an alternative software target of the program are achieved In the for users (users) as well as to developers; output of activities within the frst years is (2) Improving the competitiveness of the in conformity with the plan it is seen with the developer, R & D institutions and industry in guidelines for the implementation in the feld the global arena, thus providing employment From interviews with informants (Head of ITC opportunities in information technology; (3) Pekalongan’City 09/2015) stated that: Increase the capacity of human resources in “Already formed a team of helpdesk, information technology; (4) In order to achieve if now our focus is the integration be- these objectives Research and Technology tween applications based on open has a target, then the target and achievement source, if the migration of the early that wants to come through our program stages, actually migrating the only policies IGOS (Indonesia, Go Open Source) bridge that actually wants us united in fact a platform that can facilitate is as follows: (a) Contributions program IGOS integration between systems, our against the government’s efforts to seek a goal is actually the integration be- decrease in software piracy from 88 % (data tween systems, now we have en- BSA and ID in ) by half, or about to tered the specifc applications. Con- 70% in 2010; (b) Contribution IGOS program straints open source occur at the against the government’s efforts in improving beginning of the migration. “ the utili ation of software from about to per , population in to to per From the analysis of the author that the 1,000 population in 2010; (c) Contributions government already has the right goals and program IGOS against the government’s targets in an effort to encourage the use of attempt to increase the number of skilled open software and give a clear direction for human resources, experts, and software future development developers from 31,000 people in 2005 The output of the activities of the increased to 330,000 in 2010; (d) Contribution program IGOS such as: (a) the development program IGOS against the government’s of policies, procedures, and standards, (b) attempt to increase the number of local Infrastructure and supporting facilities OSS, software developers from 100 companies in (c) Development of human resources and to companies in institution, (d) Development of content OSS- Targets to be achieved for the years based, (e) dissemination and awareness 2004 - 2009 with what has been done by the raising OSS, (f) national and international Research and Technology based data have cooperation programs and others been able to reduce the level of piracy seen Based on the implementation of from the fgure below activities in the realization of the targets to be achieved and the graph shows the changes in the graph decreases consistently as well as the results of interviews, the authors analyze that Ristek able to realize the policy objectives in the form of the planned output Resources, development of Open Source Software Policy in the Ministry of Research and Technology runs and produces output activity, certainly not terlepasa of the available resources Resources are inputs icture iracy level in Indonesia for the implementation of the OSS policy,
Internatonal Conference on Social Politcs 1025 while inputs policies that encourage the For sources other means, namely implementation of these policies include: (a) Ristek provide oor space in the facility means the documents legally issued both central and 23 as a training site for people who want to local governments, (b) Human Resources, learn OSS at no charge, space Laboratory which for Human Resources in implementing Test Bed IG S loor , Building II B T the policy of Research and Technology Hopefully with this training will accelerate as a government institution and as the the implementation of IGOS program in development of the concept of governance, government institutions, particularly in the which is currently implementing agency is not Constitutional Court; Provide support 3,084 monopolized by the government in this case computers to schools in Riau who cooperate the Research and Technology, Kompinfo, LIPI with A SI, and alte with mendistribusian and other agencies and are still helping the computers to various schools and educational because the government still has limitations institutions in the province of Riau Research in terms: the budget, human resources, and Technology to work with the community technology, and capacity management So to help provide training assistance to local Ristek helped by the involvement of community government, schools and boarding schools and NGO (Non Government Organization) in the form of installation training, grants and both from individuals and groups In terms other computers of human resources in the implementation Characteristics of Implementing of policies, Indonesia does not lack human Organization, the results of the feld that resources and has the potential to be able to implementers of policy implementation to accelerate the development of OSS in have the expertise and skills that are Indonesia (c) Budget, for ekalongan city rarely dominated by others To factor the government for the existing budget by sharing implementing organizational characteristics with Research and Technology for the period seen from the seriousness of the implementers 2004-2009 provide incentives that are not little on the ground in making or implementation of value to communities and SMEs to support the program to run properly Here researchers the development of open source with a value see the seriousness of the OSS program will that varies in addition to the socialization to be implemented better educational environment formal and In organizations in the implementation non formal others of the policy, assisted by the Pekalongan city For incentives provided to SMEs in the government as well as community colleges form of program activities SUCP (Start Up Cooperation activities undertaken hybrid Capital Program) by selecting the proposal models in an effort to improve the quality of and has provided incentives to companies service has resulted in the implementation As for SS ( ffcient Use of pen Source of the guidelines in the form of documents Software) are currently around 21 POSS to the public and to the migration effort The scattered throughout Indonesia organizational structure set up by the Research For the period 2010-2014, the Research and Technology involving cooperation with and Technology provided assistance (sharing) SCOs (Civil Society Organizations) has and incentives provided to the educational extended the role of government in an effort environment (universities, boarding school, to accelerate the expansion policy of OSS SMK, SMP) and local authorities (City by issuing the documents are complete Provincial, City District), although not as which can be used as guidelines in an effort much a given budget year-on-year earlier to migration or displacement systems from because it is more focused on the training of proprietary to open source software other applications such as GIS (Geographical Communication etween the Information System) -based OSS conducted organizations Concerned with the at the Regional Government of Indonesia (d) implementation activities, communication source other means between agencies is one determinant
Internatonal Conference 1026 on Social Politcs of the success of the process of policy private sector in the feld of I T services is implementation Implementation will be still constantly moving dissemination through effective when the measures and objectives workshops, training at universities and at other understood by individuals who are locations, although very minimal support from responsible in the performance of policies, government center Ristek communication and coordination with Conditions economic, social and local governments either by government political, things to consider in assessing the pekalongan This can be seen from every performance of public policy implementation coordination meeting between offcials or in in the other perspective is the extent to which any event e pected to offcials at the level of the external environment helped in pushing the underlying directed to use SS Moreover for the policy set in every e-mail sent by him, on his footer The impact of economic conditions, always promote SS social and political public policy is the center Application of the use of SS in the of considerable attention during the last Research and Technology can be realized at decade The interest in comparative politics the time, because it is fully supported by the and public policy are specifcally interested helm of the Ministry To prove prove whether in identifying the in uence of environmental it is true in the workplace Research and variables on policy outcomes Technology already using OSS platform, there Economic environment, social and are visits from outsiders to look directly at the political of the implementing organization Research and Technology working space, will affect the implementation of programs there appear that the PC is used already to achieve the targets, both in terms of using SS or communication ektsernal, organizational structure, vitality and expertise Research and Technology, Communications that exists in the administrative bodies and and Informatics and community activists from the level of political support that is owned universities and SS frequent collaborations In economic terms, from interviews with joint implementation to local government and several informants who say that open source is to the world of education both formal and very helpful at all economically because of the non formal At that time the activities carried use of SS licenses free of cost The author out are exhibitions, namely the Ministry analyzes that the economic policy of open of Research and Technology followed source is very helpful to the expenditure in the Technology Exhibition and the National feld of I T, both personally and agencies as Electronic Creation Competition organized a result of interviews and observations in the by the college At this cast KNRT introduce Local Government Pekalongan that the city Desktop System National IGOS and also of Pekalongan able to save billions of rupiah, promote the site KNRT to the visitors which both on the expenditure side application consists of students, school students and the server, desktop and application support public Favoring open source does not mean favoring Implementing attitudes, in general, one vendor Not to be confused between policy implementation OSS together central the alignments to open source means the and local governments, colleges in universities, same as alignments to one of the “vendor” the private sector which are activists of the open source software Alignments to open open source movement that developers can source over the alignments on the freedom to implement all the targeted activities, namely determine what the public will be used in the in the form of program output as IGOS Center, present and the future SUCP, manual migration and guidance, poss From the social side because of the as well as sociali ing nature of the open OSS policy in which each From the data obtained, the authors has the ability to learn the language in the analyze that attitude implementers still adhere application, then there is communication to existing policies for the community and the going on to exchange information leading
Internatonal Conference on Social Politcs 1027 to the transfer of knowledge This resulted in enforcing the local rules in emerging or established in several OSS ublic offcials become role models to communities and local universities As encourage the public to follow the open the embodiment of the community is the source software usage signifcantly community gathering activities OSS Policy Implementation in For politically, we as a nation of Pekalongan city administration has Indonesia is at least able to stand sediri to managed to exist even without the full independently develop application systems assistance of the central government by in the event of a boycott of applications from obtaining an award in the feld of I T foreign manufacturers pinions from users stating that: SUGGESTION “Open source encourages the name The suggestions as a result of research of creativity and innovation why is are: because the program is open source entral administration synergy together is open possibilities for us quotes for assist local governments in implementing “mengoprek” itself to develop oth- the policy ers based on existing ones because To increase the independence of the the source code is not locked, then need for strict rules the other other languages pushing for independence technology and BIBLIOGRAPHY in the end it can also anticipate to sustain public services who knows Abdoellah, ekan S Indonesian that software licensed owned by the Transmigrants and Adaption: An other State will be supported sus- Ecological Antropological Prespective. tainability ahead if a confict of politi- Tesis h D Berekeley cal conficts between countries who Ancok, D amaludin Kualitas manusia ensure that public services are has Indonesia menyongsong era been supported licensed. “ tinggal landas: sekelumit pemikiran This is consistent with the primary dari pandangan psikologi sosial. objective of the open source policy is to ogyakarta S N reduce the technology gap with the developed Agustiono, eo Politik dan Kebijakan countries, and this has been done by other Publik Bandung UN AD, AI I dan developing countries Developing countries uslit K with limited fnancial and human resources and have not started the growth of the domestic IT Anderson, ames Public Policy industry is choosing open source because of Making New ork Holt Rinehart and low license price considerations This is done inston by countries like Estonia, Vietnam, Malaysia, Argentina, eru, and Bra il Alwasilah, haedar A Pokoknya Kualitatif akarta T Dunia ustaka
CONCLUSIONS AND SUGEGESTIONS Bogdan Taylor Pengantar Metode Penelitian Kualitatif, Suatu Conclusion pendekatan fenomenologis terhadap Based on the results of research ilmu-ilmu sosial Diter emagkan oleh and data analysis has been conducted by Arief urchan Surabaya Usaha researchers, concluded that open source Nasional software implementation of the policy of the Bungin, Burhan Penelitian Kualitatif: City of Pekalongan shows that: Komunikasi, Ekonomi, Kebijakan The city government pekalongan Publik, dan Ilmu Sosial lainnya, involves supervision of municipal police akarta Kencana
Internatonal Conference 1028 on Social Politcs Bardach, ugene A Practical Guide for dward, Suchman A ( ) Evaluation Policy Analysis: The Eightfold Path to Research, Principles and Practice More Effective Problem Solving, 4th in Public Service and Social Action Edition alifornia ress Program, New York: Russel Sage oundations Byfeld, Bruce SS Free and Open Source Software http dward, G III Implementing itmanagement earthweb com osrc Public Policy ashington D article php SS ree ongressional uarterly ress and pen Source Source htm t ioni, Amitai Ter emahan Suryatim harles indblom The Policy- Organisasi-Organisasi Modern Making Process nglewood liffs, akarta UI ress N rentice Hall llies, eter Impact Evaluation: reswell, , ( ) Research design: Methodological and Operational Qualitative, Quantitative, and Mixed Issues AusAid ffce of Development Methods Approaches nd ed ondon effectiveness Sage aisal, Sanafah Metode Penelitian oll, dward Computer Supported Kualitatif, Dasar – Dasar Dan Aplikasi Collaborative Learning, And Open Malang A Source Software Showcase University of Hawai’I, Honolulu reeman, Roger Fundamentals of ommunity ollege, Honolulu, USA Telecommunications, Second Edition New ersey ohn iley Sons Inc Dolbeare, Kenneth M. (ed). Public Policy Evaluation; Sage Yearbooks in insterbusch, Kurt and Annabelle Bender olitics and ublic olicy Mot Social Research for Policy Decisions, Belmon, California: Driyarkara, Nicolous Pertjikan flsafat; adsworth ublishing ompany Jakarta: Pembangunan Djakarta ress rischmann, Brett M An Economic Theory of Infrastructure and Commons Dwi owi oto, Nugroho R Kebijakan Management The Berkeley lectronic Publik, Formulasi, Implementasi ress dan Evaluasi. Jakarta : Elex Media Komputindo Garna, udistira K Metode penelitian Sosial : Penelitian dalam Ilmu Dwiyanto, Agus Reformasi Birokrasi Publik di Pemerintahan, Implementasi, Desain Indonesia ogyakarta Gad ah dan Rencanan Penelitian, Bandung: Mada University ress rimaco Akademika
Dunn, illiam N Pengantar Analisis Gilbraith, hon Kenneth Hakekat Kebijakan Publik (Edisi Kedua) Kemiskinan Massa, (Ter Tom Anwar) Diterjemahan oleh: Samodra Wibawa, akarta Sinar harapan dkk ogyakarta Gad ah Mada University ress Goggin, Malcolm, Ann M Bowman, ames ester, aurence Toole, r Dye, Thomas R . Understanding Public Impelementation Theory and Policy, rentice Hall Inc, New ersey Practice to Word administrasi Third Generation ondon administrasi dward George Implementing Division of scott, Foresman and Public Policy America ongressional ompany uarterly press
Internatonal Conference on Social Politcs 1029 Ghosh, Risyabh Aiyer and hilipp Schmidt Teori dan Isu. Yogyakarta: Gava Open Source and Open media standards: A New Frontier for Economic Development? United Koent araningrat Kebudayaan Nations University-Maastricht Mentalitet dan Pembangunan. Economics and Social Research akarta Gramedia Institute on Innovation Technology Kementerian erindustrian eta (UNU M RIT) Panduan (Roadmap) Pengembangan GNU perating System The Free Software Klaster Industri Prioritas Industri Defnition http www gnu org Elektronika dan Telematika Tahun philosphy free sw html
Grindle, Merilee S Politics and Policy Kingma, Bruce R The conomics of Implementation In The Third Word. Information: A Guide to Economic and New Jersey : Princeton University Cost Beneft Analysis for Information ress Professionals (Second dition) olorado ibraries Unlimited Inc Hair, r , Money, A H , Samouel, , dan nglewood age, M Research Methods for Business USA ohn iley and Sons Kumorotomo, ahyudi Etika Inc Administrasi Negara. Jakarta: Raja Grapindo ersada Hamdi, Muchlis Kebi akan ublik roses, Analisis, dan artisipasi embaga Administrasi Negara Republik Bogor Ghalia Indonesia Indonesia 2004. Sistem Administrasi Negara Kesatuan Republik Indonesia. Handayaningrat, Soewarno Pengantar akarta AN Studi Ilmu Administrasi dan Manajemen akarta Ha i Masagung incoln S , G Guba Naturalistic Inquiry Beverly Hills, A Sage Henry, Nicholas Public Administration and Public Affairs New ersey Miles, M B , A M Huberman ( ) rentice Hall Inc nglewood liffs Qualitative Data Analysis : A sourcebook of New Methods (2nd ed.) Hendarti, Henny valuasi Investasi Newbury ark, A Sage Teknologi Informasi akarta Mitra acana Media Moleong, e y Metodologi Penelitian Kualitatif, Bandung: Remaja Indra it, Richardus ko Ka ian Strategis Rosdakarya Cost Beneft Teknologi Informasi ogyakarta Andi ublisher Maldonado, dgar The Process of Introducing FLOSS in Public Irfan, Islamy rinsip prinsip erumusan Administration: The Case of Kebi akan Negara akarta Bumi Venezuela. Journal of the Association Aksara for Information System ol Special Issue pp Kamanto, Sunarto Pengantar Sosiologi akata akultas konomi Masyarakat Telematika Indonesia (Mastel) Universitas Indonesia Anggaran Dasar dan Anggaran Rumah Tangga (AD ART) tahun Kartasasmita, Ginand ar Administrasi Pembangunan. akarta S Moleong, e y Metodologi Penelitian Keban, eremias T Enam Dimensi Kualitatif Bandung Rema a Strategis Administrasi Publik. Konsep, Rosdakarya
Internatonal Conference 1030 on Social Politcs Mufatto, Mareno pen source A Planning New ork rentice Hall Multidisciplinary Approach ondon nglewood liffs Imperial ollege ress Republik Indonesia Undang Undang Muhad ir, Noeng Metodologi Penelitian No tentang Telekomunikasi Kualitatif, disi I ogya Rake Sarasin Republik Indonesia Undang Undang Republik Indonesia Nomor 19 Tahun Mustopadid a a Mana emen roses Tentang Hak ipta Kebijakan Publik (Formulasi, Implementasi dan valuasi Kiner a) Republik Indonesia eraturan residen akarta embaga Aministrasi Negara Republik Indonesia No Tahun tentang Kebi akan Industri Nasional Nah Soo Hoe Breaking Barriers, The Potential of Free/Open Source for Rossi, eter H , and reeman, Howard Sustainable Human Develpoment, , , Evaluation: A Systematic A Compilation of Case Studies from Approach, Sage ublication Inc Across the World United Nations Beverly Hills, alifornia, USA Development Programme, UNDP Rusli, Budiman Kebijakan Publik Asia asifc Development Information : Membangun Pelayanan Publik rogramme (UND A DI ) Yang Responsif Bandung Hakim Neuman, Basic of Sosial ublishing Reasearch : Qualitative and Saefullah, A D ad a, Modernisasi uantitative Approaches Boston Perdesaan Dampak Mobilitas earson ducation, Inc Penduduk, Bandung AI I Bandung Niles, ohn Public Policy akarta T Saefullah, D ad a , Pemikiran le media Komputindo Kontemporer Administrasi Publik Nugroho, Riant Kebijakan Publik (Perspektif Manajemen Sumberdaya – Formulasi, Implementasi,dan Manusia Dalam Era Desentralisasi. Evaluasi akarta, T le Media akarta AN Komputindo Sugiyono Memahami Penelitian Nugroho, Riant Public Policy akarta, Kualitatif Bandung Alfabeta T le Media Komputindo Slamet Margono Membentuk Pola arker, Marilyn et al Information Prilaku Manusia Pembangunan economics, Linking Business Bogor I B ress Performance to Information Soetrisno, ukman Menuju Masyarakat Technology New ersey retice Hall Partisipatif akarta Kanisius Parsons, Wayne. 2005. Public Policy: Subarsono, AG Analisis Kebijakan Prenada Media, Jakarta. Publik. og akarta ustaka ela ar asolong, Harbani Metode Penelitian Suharto, di Analisis Kebijakan Publik. Administrasi Publik Bandung Bandung Alfabeta Alfabeta Membangun Masyarakat asolong, Harbani Teori Administrasi Memberdayakan Rakyat (Kajian Publik Bandung, Alfabeta Strategi Pembangunan Kesejahteraan atton, arl and Sawicki, David S Sosial dan Pekerjaan Sosial Bandung Basic Methods of Policy Analysis and Refka Aditama
Internatonal Conference on Social Politcs 1031 Sukidin, Basrowi Metode Penelitian Trappler, Thomas Is There Such a Kualitatif Perspektif Mikro Surabaya Thing as Free Software? The Pros Insan endekia and Cons of Open-Source Software ducausereview http www Sunarko, SD Public Policy Surabaya educause edu Airlangga University ress Tach an, H Implementasi Kebijakan Samodra, ibawa dkk, Evaluasi Publik. Bandung AI I Kebijakan Publik. Jakarta: Raja Grafndo ersada Thoha, Miftah Ilmu Administrasi Publik Kontemporer akarta renada Samsul, Hadi Metode Riset Evaluasi Media ogyakarta aksbang Grafka ibawa, Samodra Evaluasi Kebijakan Subarsono, AG Analisis kebijakan Publik akarta Ra awali ress Publik: Konsep. Teori dan Aplikasi ogyakarta ustaka ela ar idodo, oko Analisis Kebijakan Publik : Konsep dan Aplikasi Analisis Suber, eter What is Software ournal Proses Kebijakan Publik Malang of Speculative hilosophy ol II No Bayumedia ublishing inarno Budi Teori dan Proses Sugiyono . Metode Penelitian Kebijakan Publik akarta Media Administrasi Bandung Alfabeta ressindo
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Internatonal Conference 1032 on Social Politcs E-GOVERNMENT AND PUBLIC COMPLAINT: HOW LAPOR! IMPROVE THE CITIZEN – GOVERNMENT RELATION
Tutik Rachmawati and Nataya Anindita [email protected] and [email protected] Parahyangan Catholic University, Bandung
ABSTRACT
The development of information and communication technology (ICT) has become the global phenomenon. Private organization became the frst to tap the ICT in the form e-commerce. Realizing the potential of ICT, public organization has started to take advantage of the ICT development through the establishment of e-government. The application of e-government in public organization is aimed at enhancing the government performance in providing public services and to ensure the wealth of the citizen is the ultimate goal. E-government takes up in various forms, from the e-budgeting, e-voting, e-procurement and e-participation. In e-participation, government imitated the way private organization manage its external relation with the customers, through the establishment of Program Layanan Aspirasi dan Pengaduan Online Rakyat which is abbreviated into Lapor! means report. This is the newest complaints management system set up by the government to accommodate complaints from the citizen all over Indonesia. LAPOR! serve the purpose as a forum in which citizen can interact with government more easily, as well as to actively participate in supervising the work of government in providing public services and all other aspects of good governance. Government, on the other side can exploit LAPOR! to enhance citizen participation which is necessary to improve its performance. it can also be used a democratic measure. Early fnding showed that LAPOR! is benefcial for Bandung Municipality. It is found that there is a substantial level of government response to public complaints through LAPOR!. Bandung Municipality through the department of Information and Communication is actively introducing LAPOR! as the new public complaint system. Further, it is evident that the role of local government leader (the mayor of Bandung Municipality) is signifcantly advance the use of LAPOR! by the citizen. This research aims at analyzing all of the encompasing factors contribute to the successful of LAPOR as a complaint handling system in a public organization. The analysis will be based on the elements of e-government success developed by (Mohsen A. Khalil, D. Bruno Lanvin, and Vivek Chaudry) which cover aspects such as process reform, leadership, strategic investment, collaboration and civic engagement. This research is a qualitative research with a case study research design. It will study LAPOR! of Bandung municipality. By analyzing the factors of the success of LAPOR!, this research will shed light on other similar research of e-government performance evaluation. Hence, the ICT application in government business will enhance the government performance in providing public goods and public services and improve the citizen-government relation.
Key words: Information Communication and Technology (ICT), E-Government, Public Complaints. Citizen, Government
INTRODUCTION E-government is one manifestation of the The rapid developments in technology use of ICT by governments which continue and the global environment is a phenomenon to be developed in order to achieve effective which we cannot avoid This phenomenon governance and effcient, productive and also requires each country to ad ust in accountable order to be a party that is not retarded ne With e-government community can form of adjustment to the development of now easily deliver their aspirations to information and communication technology the government ne form of benefts of and globalization there is the utilization of e-government is when people want to give information and communication technology the aspirations of the form of complaints or (I T) in the feld of public administration suggestions, they no longer need to come
Internatonal Conference on Social Politcs 1033 directly into government offces eople A R management section also said only need to access the service through a that A R effective in relieving stiffness government website that has been provided government bureaucracy insulated so as to This of course can shorten the bureaucracy, increase the proximity of government and minimi e public costs and save time society 3 In line with the statement Ridwan Forms of ICT use by government Kamil, a report evaluating the implementation can clearly be seen from the websites of A R years also showed that government and public services online In this per September 2014 as many as 4104 or by case the Government of Bandung utilize ICT 86% report has been completed, while 228 to facilitate public participation and dialogue, reports or equal to is still in the process one of which is through the use of Program of completion and 412 or 9% report has not ayanan Aspirasi dan engaduan nline been acted upon 4 In the concluding part Rakyat which is abbreviated into apor of the report also says that with A R means report At frst, the application A R alignment occurs understanding and positive spearheaded by the Presidential Working cooperation between the government and the Unit for Supervision and Control (UKP4) and public In addition, the relationship that e ists managed in coordination with the Ministry communication can also bring together the of Administrative Reform and Bureaucratic distance between government and society Reform (Kemen ANRB) and involving all government agencies as providers of public RESEARCH PURPOSE services that will follow every aspiration and Analy e the factors that drive the public complaints effectiveness of A R Government and the public would want every program to work effectively, especially RESEARCH METHOD when it comes to development and public services that have an impact on many This study used a qualitative method people A program can be said to be effective with case studies A R Bandung if the achievement of goals or targets as Data collection techniques used through predetermined This is in accordance with observation, interviews and document study the opinion of H merson quoted Soewarno In a sampling of research, the technique used Handayaningrat S ( ) states that is purposive sampling Then the interview is “Effectiveness is a measure in the sense of done to the respondents who were divided achievement of predetermined “1 into two target groups, 16 Management Team Since the Government of Bandung A R Bandung and people who had formally adopt A R around mid ctober used the rogram A R Bandung , this program can be fairly effective It is based Ridwan Kamil statement saying that of LITERATURE REVIEW , complaints since it was frst launched This study consisted of two until May 5, 2014, which are already resolved theoretical concepts, namely the concept of the problem as much as 3,200, so the e-government and e-government concept of response of the Government of Bandung on effectiveness according to Mohsen A Khalil, public statements by 88% 2 Besides Ridwan Bruno D avnvin da iveck haudry ( ) Kamil, one of the staff of the Department of The effectiveness factor is that the reform Communication and Information Bandung process, leadership, strategic investment, collaboration and civic engagement http repository unhas ac id bitstream handle BAB II pdf sequence 3 Wawancara dengan Ibu Hanna, staf Diskominfo diakses pada tanggal April pukul Pemerintah Kota Bandung pada tanggal 17 Maret pukul http regional kompas com read Ridwan Kamil Senang aporan valuasi elaksanaan A R tahun rogram apor fektif diakses pada tanggal Maret 2013 – 2014 Dinas Komunikasi dan Informatika Kota pukul Bandung
Internatonal Conference 1034 on Social Politcs a. E-Government rogram ayanan Aspirasi dan engaduan government is brie y the application of nline Rakyat ( A R ) In terms of services information and communication technologies of public complaints, A R is a service of for the public sector to make it better Then, public complaints were originally pioneered by a number of international organizations have the Presidential Working Unit for Supervision expressed an explanation of e-government, and ontrol (UK ) n this program, people including the World Bank saying that can distribute their complaints through three e-government is: channels, there are SMS, mobile applica- The use by government agencies tions, and the offcial website A R Fact of information technologies (such as Wide that the government needs to use Information Area Networks, the Internet, and mobile and Communication Technology (ICT) is no computing) that have the ability to transform longer questioned I T is recogni ed globally relations with citizens, businesses, and other has been promoting good governance and arms of government 5 clean government from corruption The im- Other agencies regarding the proposed pact of the implementation of ICT in Govern- defnition of e government is the United ment Sector, the following description of the Nations and the OECD (Organisation for benefts of I T according to the D 8 : conomic o operation and Development) E-Government improve effciency: E-government according to the United I T helps improve the effciency of Nations refers to the use of information mass processing tasks and operation and communication technologies - such of public administration Internet as ide Area Networks, the Internet and based applications may lead to savings mobile computing - by a government collection and transmission of data, agency Meanwhile, according to the D as well as the provision of information e-government refers to the use of information and communication with customers and communication technologies, and Signifcant effciency in the future is particularly the Internet, as a tool to achieve done through a process of sharing data better governance6 between governments The utilization of information technology E-Government improve service: in management systems and work processes Adopting a customer focus is the core within the government includes two related of the current reform agenda Managed activities, is 7 : services is built on an understanding of Data processing, information customer needs ustomer focus implies management, management systems that users do not need to understand the and work processes electronically; structure and relationship of government Utili ation of advances in information to interact with the government Internet technology so that public services can can help achieve this goal by bringing be accessed easily and inexpensively by up the government as an integrated communities across the country organizations that provide online services To achieve this goal, the Government smoothly Together with all the services, of Bandung utilize e-government through e-government services should also be developed on the basis of demand and Ni on, aul G dan Koutrakou , assiliki N user value E-Government In Europe Routledge USA Hal xix E-government helps achieve specifc http www unpan org ibrary policy outcomes: ICT can help MajorPublications/UNEGovernmentSurvey/ stakeholders to share information and PublicEGovernanceSurveyintheNews/tabid/651/mctl/ Article iew ModuleId articleId Default asp diakses pada tanggal April pukul http www cimsaig com inde Instruksi residen No Tahun tentang php option com content view article id Itemid Kebijakan dan Strategi Nasional Pengembangan lang id diakses pada tanggal April pukul e-Government
Internatonal Conference on Social Politcs 1035 ideas, to contribute in determining policy the application of technology to open up outcomes or e ample, information the policy process may encourage the use of training and E-Government improve transparency education programs as well as the and responsibility: ICT helps improve process of sharing information between transparency in the decision making central and local governments to facilitate process easier for information to be environmental policy Nevertheless, accessible - publish debates and the process of sharing information on meetings, budgets and expenditures, individuals, will bring up the issue of results and reasons for the government privacy protection, and compromises to take an important decision have to be considered carefully As in the world of e ommerce E-Government contribute to the applications are often classifed into two objectives of economic policy: types, namely the type B-to-B and B-to-C, in E-Government helps reduce corruption, the concept of e-Government also known as increase transparency and confdence four types of classifcations, namely G to , in the government, as well as contribute G-to-B, G-to-G and G-to-E 9 to the ob ectives of economic policy Specifc impacts include a reduction GOVERNMENT TO CITIZENTS in government spending through more Type G-to-C is an e-government effective programs, business effciency applications are most common, that the and increased productivity through government develop and implement a broad administrative simplifcation made portfolio of information technology with the possible by ICT and the increase in main objective to improve interaction with government information the community In other words, the main E-Government is a major contribu- purpose of the construction of e-government tor to reform: The majority of countries applications of type G-to-C is to bring are facing the issue of modernization government closer to the people through and reform of public management ur- the canals of diverse access so that people rent developments mean that the reform can easily reach the government to fulfll the process must be sustainable I T has various needs of everyday services supported reforms in many areas, for ex- ample by increasing transparency, facili- GOVERNMENT TO BUSINESS tating the process of sharing information and highlighting internal inconsistencies One of the main tasks of a government E-government helps build trust is to form a business environment that is between the government and its conducive for a country economies wheels citizens: Building trust between can run properly In performing daily activities, government and its citizens is fundamental private enterprise entities such businesses to good governance I T can help build require a lot of data and information held by trust by enabling citizen engagement the government In addition, the question in the policy process, promoting open also must interact with various state agencies government and responsible and help as it pertains to the rights and obligations of prevent corruption In addition, if the the organi ation as a proft oriented entity constraints and challenges addressed The need for good relations between the properly, e-government can help people government and business circles not only to pro ect sound more widely debated aims to facilitate business practitioners in This process is done by utilizing ICT to running the company, but furthermore many encourage citizens in order to provide things that can beneft the government in case constructive suggestions regarding of good relationships and effective interaction public issues and assess the impact of 9 Ibid
Internatonal Conference 1036 on Social Politcs with private industry nating political party employments, increasing the effciency and quality of the public sector, GOVERNMENT TO GOVERNMENTS decreasing the corruption and involving the In the era of globalization is evident the Macedonian public administration within the 11 need for countries to communicate in a more uropean space of public administration intense day by day The need for interaction hile Satyanarayana revealed that the re- between the government and the government form process triggered by the need to intro- every day is not only about the things that duce new services and to provide the exist- smelled of diplomacy alone, but further to ing services in a new way to the citizens, in a facilitate cooperation among countries and manner that is convenient and cost effective 12 cooperation between countries entities from the citizen’s viewpoint (people, industries, companies, and others) Critical to the success of e-government doing matters relating to the administration transformation is the understanding that of trade, political processes, mechanisms of e-government is not just about the automation social and cultural relations, and so forth of e isting process and ineffciencies Rather, it is about the creation of new processes and new relationships between governed and GOVERNMENT TO EMPLOYEES governor 13 In the end, the application of The use of ICT is not merely a cost e-government is also intended to improve or labor saving tool, to be achieved simply the performance and welfare of civil servants by giving government offcials computers or government employees who work in a or automating manual records Rather, number of institutions as a public servant if conceived and designed correctly, Various types of applications can be built e-government is a solution that can genuinely using the format of the G-to-E include career revolutioni e the process of government itself development system government employees Therefore, government leaders planning but aims to ensure the improvement of the e government pro ects should frst e amine quality of human resources required as well the function or operation to which they want to as supporting the process of movement, apply I T or e ample, governments should rotation, demotion, and promotion of all use ICT to bring transparency to problems, employees of government , where the transparency represents a new A R which is a bridge between the way of addressing the problem 14 government and the people included in the classifcation of G (government to citi en) 2) Leadership A R , ith the e pected interaction According Northouse leadership is the between government and society for the process whereby an individual in uences a better and effective in addressing the needs group of individuals to achieve a common and problems that e ist in society To see how goal 15 Another understanding according far A R effective, there are fve elements that can be used as a reference by Mohsen A 11 Branko Dimeski, Public Administration Khalil, D Bruno anvin, and ivek haudry10 Reform Process In Macedonia: Between Politics And Good Governance, (St Kliment hridski University, 1) Process Reform Macedonia ) Hlm 12 Satyanarayana, e-Government The Science The reform process according to Branko of Possible, (Prentice-Hall of India Private Limited, New Dimensions is plans to undertake serious Delhi ) Hlm 13 A ro ect of InfoDev and The enter for measures and activities for strengthening Democracy and Technology, 2002, The E-Government public administration professionalism, elimi- Handbook for Developing Countries, Washington DC, The Universal opyright onvention Hlm 10 A ro ect of InfoDev and The enter for 14 Ibid Democracy and Technology, 2002, The E-Government 15 Northouse dalam Global Journal of Management Handbook for Developing Countries, Washington DC, and Business Studies , Leadership Management: The Universal Copyright Convention Principles, Models and Theories India Research India
Internatonal Conference on Social Politcs 1037 to Stephen Covey in his book Principle- 3) Strategic Investment Centred Leadership is leadership focus more Governments will need to prioritize some on people than on things; in the long term programs over others to maximize available rather than the short term; on the values and funds in view of tightly limited resources This principles rather than activities; on mission, will necessitate clear objectives for programs purpose and direction rather than on methods, and a clear route to those objectives techniques and speed 16 Developing nations must choose In order to achieve the e-government projects carefully in order to optimize their transformation, elected offcials and admin- investment of time and resources ro ects istrators are needed at all levels of govern- should have clear value in terms of enhancing ment who understand the technology and the transparency, increasing citizen participation in policy goals and who will push reform 17 the governance process, cutting bureaucratic The scope of leadership in an red tape, or saving money Standards and e-government project boils down to the ability benchmarks must be established to measure to manage three things, there are: the relative success of these pro ects or Various political pressures that occur on example, in Gujarat, India, the automation e-government projects are taking place of toll checkpoints resulted in a signifcant both from the optimistic or pessimistic; increase in revenue normally lost to corrupt A variety of resources required and allo- border agents, so that the system paid for cated by the e-government projects are itself within a year 19 concerned, such as human resources, f- nance, information, equipment, facilities, 4) Collaboration and so forth; and Governments will have to explore new A number of interest from various parties relationships among government agencies as (stakeholders) of the existence of well as partnerships with the private sector e government pro ects are implemented and NG s to ensure quality and accessibility Leadership plays an important role of e government Agencies may have to in the implementation of reform because it overcome traditional reluctance to work with involves two of the most important aspects each other to ma imi e benefts of scale in of reform change and people hanging e government pro ects ollaboration among organization is really about changing people's government entities, private enterprises and behavior, so organizations undergoing reform NGOs can assist policymakers in crafting need leadership eaders can help diffuse meaningful reforms and can expedite and maintain the new values necessary for the implementation of e-government public sector reform 18 Collaboration is the involvement of individuals in a coordinated effort to solve problems together Understanding other collaboration is collaboration re ects a concerted effort by ublications, hal all the players based on the assumption that 16 United Nations Department of Economic and Social Affairs and International Association of Schools there is a common political interests that can and Institutes of Administration N be reali ed through collective action 20 AND AD RSHI IN TH UB I S T R TH Based on Thomas (2003), we R DU ATI N AND TRAINING Austria have identifed three ma or players in the United Nations ublication Hal 17 A ro ect of InfoDev and The enter for cross-sectoral collab- orative process: (1) Democracy and Technology, 2002, The E-Government Handbook for Developing Countries, Washington DC, 19 A ro ect of InfoDev and The enter for The Universal opyright onvention Hlm Democracy and Technology, 2002, The E-Government 18 Developing Public Service Leaders for the Handbook for Developing Countries, Washington DC, Future, OECD, 2000 dalam Pavel Pavlov, Ph.D., Polya The Universal opyright onvention Hlm Katsamunska. The Relationship of Leadership and New 20 Tang, 2005; Thomas, 2003 dalam Eran Vigoda Public Management in Central Government: Bulgarian Gadot ollaboration Management In ublic Specifcs Hlm Administration Information Age ublishing Hal
Internatonal Conference 1038 on Social Politcs governments and public administration; innovative entrepreneurial approaches (2) busi- nesses and the private sector; (3) (3) Citizens, Communities, and the “Third citi ens, communities, and the third sector Sector”: The public and the third sector (1) Government and ublic Administration represent a third important player in this (G A) G A is the ma or player in the mi In many respects, this group is more public sector arena This category refers complex than the group of governments to all formal agen- cies at the local, state, and public administration due to its or federal levels with constitutive public lack of formal structure and its mass standing and authority These agencies orientation Three sections or subgroups are fully or partly governmental or govern- should be distinguished in this context: ment owned and include all government (1) citizens as individuals; (2) citizens in ministries, government authori- ties, small and unorganized groups; and (3) public companies that are government citizens who are part of larger groups or owned, or other institutions where the communities that are usually more formal, government holds a major share in the long lasting, and may be defned as third budget or in the man agement G A sector bodies or the civic society (Gidron, also includes local authorities and Kramer, Salamon, ) hile the agencies that work under the supervision civic soci- ety has some characteristics and control of these bodies (Nalbandian, of a formal, organized group, the other ) In addition, the category covers two subgroups represent short term, the management boards of national ad hoc actions by individuals or small, projects created ad hoc for local-level informal groups of individuals that are or state level tasks (e g , in the felds of more diffcult to study and e am ine transportation, energy, infrastructures, welfare, etc ) G A also repre sents 5) Civic Engagement all individuals who work for these bodies Civic engagement means working to and are paid by them directly make a difference in the life of civil society (2) Businesses and the Private Sector: and developing a combination of knowledge, The next category of social players that skills, values and motivation to make the dif- deserves special attention when studying ference 21 ommunity involvement can be collaboration is the power- ful business/ understood as well as knowledge, discussion private sector This is perhaps the largest and interest in public affairs as well as direct and most in uential sector in every open participation 22 democracy and free market society The success of e-government programs It accounts for most of the economic depends also on community involvement in it activity and growth on the national and and for it, the effort to encourage community federal level and serves as a laboratory involvement is very important government for many organizational and managerial is not ust a question of cost cutting or eff- experiments and reforms later applied ciency, but rather aimed at improving the in other organizations and in the public lives of ordinary people In order to develop sector Included in this sector are all the vision to consider the citizens in their frms, companies, and busi nesses that mind when designing the system If possible, are primarily privately owned, privately policymakers should encourage stakeholders sponsored, and pri- vately managed both government and non-government to par- and transact business based on the proft motive urthermore, it refers to 21 Thomas hrlich dalam Glenn Bowen ivic individuals who work in such bodies This ngagement In Higher ducation USA , hal 22 Norris dalam Mossberger, Karen , AN sector, like the public one, is also highly E-GOVERNMENT PROMOTE INFORMED structured and formal, but it is much less ITIZ NSHI AND I I NGAG M NT A STUD centralized and thus is more open to A G RNM NT BSIT S IN TH U S , (University of Illinois at Chicago, Chicago : 2010) Hlm. 3
Internatonal Conference on Social Politcs 1039 ticipate in defning what they wish to achieve process through which the government the vision of the e government program If the (Diskominfo) starting from the time they set vision is clear, the leader must communicate aside to listen to public complaints The report in all sectors, not only for those who will apply then studied by them and then disposition advance through a written letter to the DISCUSSION authorities urthermore, the signature and E-Government and Public Complaint: stamp related parties by the head offce and How LAPOR! Improve the Citizen – Gov- the waiting time for the receipt of the report ernment Relation to the authorities hile in the program This section will analyze what are the A R , people no longer need to come to factors that in uence the effectiveness of the the government offces directly They ust send program A R Bandung is seen from fve an SMS or visit offcial website, then admin elements, there are (1) Reform process, (2) A R immediately open the report, then leadership, (3) Strategic Investment, (4) Col- immediately disposistion to the authorities To laboration, and ( ) ommunity Involvement see evidence of whether the report has been resolved or not, related agencies provide Reformation Process reports and photos related to the complainant A R that adopted by the urthermore, the A R also facilitate Government of Bandung is expected to communication between government create the new way or process that is easier departments in managing public complaints for people to distribute complaints rogress After A R used in Bandung , every in delivering complaint can be seen from the department in the Government of Bandung reduced number of public complaints related has their admin Thus, the complaint to the expression of aspiration or complaints communication to each department so more after A R used in Bandung municipality quickly In addition, each month the admin rior to the program A R , people mostly also conduct evaluations So if there are come directly into government offces in give errors, they can rapidly improved and better their complaints However, since the A R monitored Matters discussed in evaluation , more people use SMS on the canal A R are usually talking about the pace of the because in addition to a much simpler follow-up to be faster, dispose obstacle in the process, follow-up report was faster than the report is not offcial until the agencies are less report via government offces responsive in managing public complaints In addition, the ratio of the number of A R also provides benefts in public complaints between canals A R eliminating the constraints of the government (websites, mobile applications, and SMS) and in managing public complaints In dealing complaints manual (coming directly to the directly by the people, governments face government offce) shows that each month, diffculties in their attitudes and uncontrolled more people reported through the program emotions In addition, before A R e ist A R compared to the manual method If the government is also diffcult to dispose of seen from the monthly comparison, people the report In that sense, many agencies who who come directly to the government offces rejected the reports because they feel there of less than , while if it passes A R is no authority for the report so that the report could reach per day report 23 was not resolved properly Process reform can be seen also from b. Leadership the time takes by government in resolving public complaints eople who previously gave To make e-government programs reports directly through government offces, effective, it takes the role of leader with a strong more takes a long time for the government political will In his role as mayor of Bandung, to manage the report That s because the Ridwan Kamil demanded to mobilize all elements of both society and government 23 interview with IP, October 1st 2015
Internatonal Conference 1040 on Social Politcs and private sector to jointly success of the media it did not take long to spread programs programs that have been designed to the that he stretcher An then, based on fndings Bandung uara Talk about A R Ridwan shows that people have trust over Ridwan Kamil have rules or policies are supporting Kamil as a good mayor, very caring and the success of A R , the policy is in attentive with communities Thus, community a Smart ity concept is defned as the are more easier to invited in using A R utilization of information and communication because they believe Ridwan Kamil will follow technology (ICT) to connect, monitor and up the report to its conclusion control the various resources available in the city effectively and effciently in order to ma imi e service to the citi ens So the c. Strategic Investment concept of Smart City, a variety of integrated Use of ICT in government must have programs and support each other in it, such the aim that the existing resources can A R , pen the data, B , etc A R be used effectively and effciently ith also entered into one of the programs that the implementation A R in Bandung, go to B To map the problem in Bandung, transparency and accountability can be Ridwan Kamil use A R as one source reali ed by the Government of Bandung As a leader, Ridwan Kamil also This is because, people are now able to routinely conduct joint leadership meeting track each stage of the report they provide with SKPD, district, village in Bandung each ach stage is reported by admin A R week In this forum, discussed all programs and also SKPD related to the existence of and Bandung issues including A R , he the complaint became clear This condition is more focused on statistics where not yet is certainly different from the complaints acted upon the complaint report, SKPD most manually The public can not fnd out easily can be complaints, what factors get most about their report Society must frst come to complaints, etc 24 a government offce to ask already to where Then, Ridwan Kamil also taking the time they worked on the report to provide direction or guidance or motivation Then, A R also resulted in an directly to the team manager A R , increase in people’s satisfaction with service motivation or guidance carried out at least complaints ith the process cheaper and times a year It discussed more generally faster, people fnd it more convenient to give to enlightenment Ridwan Kamil said that the complaint In addition, the disclosure all employees should be technology literate complaint and the response of the government and do not hesitate to learn It is because response also factors that make people government in Bandung must be familiar satisfed with this program with the gadgets and technologies that can urthermore, A R also plays a role transform the way work is manually into the in saving time and costs in managing public workings of a more hi tech The workings of complaints The savings seen from two sides government by using ICT would be expected irst from the government side, with A R that the government’s performance more The government can safe money and time effectively and effciently in order to ma imi e to the affairs of the disposition of the report service to the citizens as a description of the Now, no longer need to go through stages of Smart ity concept above bureaucracy which is quite time consuming as In the utilization of information channels requested signature and stamp of the head of for the distribution of information concerning the relevant offce Not to mention if the agency A R Ridwan Kamil most to ma imi e the refuses to accept complaint with reasons use of social media Moreover, he has been not of their authority Thus, the completion active on twitter even before becoming mayor of the report became increasingly longer In So that people notice his presence in social addition to saving time, the government can also be cost effective The government could 24 Interview with FH, October 1st 2015
Internatonal Conference on Social Politcs 1041 save in terms of operational costs such as Government interdepartmental relationships transportation costs and the cost of eating in and community In the management report, order to deliver a letter to the reporting agency the Management Team A R interact with or agencies The second in terms of society all SKPD and agencies, district, and village A R certainly reduces the time and heads as the city of Bandung Moreover, the expense that people spend in delivering the greatest collaboration was with the public complaint eople no longer need to set aside Because A R intended for the public their time and energy to come directly into to make it easier to denounce the report government offces Then, the transportation as well as jointly monitor the construction costs can also be eliminated and public services in the city of Bandung In managing A R offcers must be The Government is still continuing to hold alert for 24 hours to receive complaints and socialization either in direct encounters with conduct distribution to all relevant SK D the public as well as through other media Incentives for admin A R so far has been such as radio, television, and social media good In addition to the given honor each It is expected that more and more people are month, the administrators also received prize familiar with A R and the benefts can be plaque or plaque as Best Admin So, these felt by the citi ens of Bandung In addition, things can certainly spur them to work harder the Bandung municipal government is also and swiftly in response to the report actively disseminate A R via twitter In the management report, A R On 11th November 2015 Bandung use the system admin, so that the number municipal government ointly RAN ANG of employees required is ust a little bit, (Rabu Berbincang) along A R in akarta which is numbered people or admin In a conversation on twitter, Bandung themselves, they have no benchmark in the municipal government much describes the amount of handling of the report The system development of A R as well as the is who quickly he can They also while racing current state of the city of Bandung Among because there are statistical admin The them is discussed on priority programs statistics show the number of reports that are carried Bandung city administration together managed by each admin All administrators with the Mayor, the Thematic Park, Fun Days, have each computer, and they manage all Biopori Million Movement, Transparent Local channels of the 3 channels available, there Budget Management, Action revention and are SMS, website, and mobile applications Combating Corruption and Transparency Additionally, A R also improves the ublic Info Then, the Bandung municipal performance of the government in response government saw public participation is very to public complaints This is because the helpful in supporting the program Ridwan community and Ridwan Kamil able to directly Kamil through 3 pillars of development, monitor incoming complaints So that SK D namely innovation, collaboration, and or agencies also feel the responsibility and Decentrali ation Utili ation A R in the fear is greater support of programs in Bandung municipal government made public an active role d. Collaboration in building the city of Bandung as well as The Government of Bandung so far no performance benchmarks on education cooperation with the private sector for A R At the briefng also show the statistics This is because the program is no need for that the public interest in reporting fairly the private sector In addition, the government active Until November the number also wants to show the public that they are of reports received as many as In capable and self suffcient in managing the addition, the verifcation rate reached aspirations of the people, so the presence weekday report Number of follow up reports of private not needed so far ollaboration completed by 8406 and the average reporting happens in A R contained in Bandung ity rate of follow up reports around working
Internatonal Conference 1042 on Social Politcs days Bandung ity Government also help the problems perceived by the public explained that the implementation of reward In addition, people also feel the savings in and punishment in the public service and time and cost incurred due to no longer need complaint management in Bandung municipal to directly come into government offces government The reward is a tribute to SK D Then they also said that stages through the an active role in following up on any public channel complaints become shorter because complaints hile punishment will give red disposition directly report to the relevant report cards for SKPD that less responsive agencies They also have the confdence in following up on any public complaints or belief that A R is a service that is Bandung municipal government also added appropriate to lodge complaints, suggestions that the public report data is very useful as a and information related to services and material for improved performance, decision- development in Bandung If only managed making and improved public services properly, they are very confdent that A R Bandung municipal government also hopes can be a public space for grievances and that A R can be bring togehther distance sharing various problems that e ist in society (familiar) between the community and the Based on the fndings show that more government and vice versa At the end of people prefer to use A R compared the conversation, the Bandung municipal with the manual because A R there is government ordered that the public does no direct interaction with the government not hesitate to take advantage of A R in so that people feel less Intimidated and feel delivering the aspirations and complaints for more comfortable because it is more safe, the reali ation of Bandung hampion 25 especially if the report of a sensitive nature such as corruption and se ual harassment e. Civic Engagement High community involvement in the CONCLUSION A R can be useful for governments as This research has showed one example input to improve development and public of best practice in the application of the concept services to be better But unfortunately, of e government and public complaint It people who have used this program are is evident from the fnding that A R is a 26 reluctant to use it again This is due to good program to transform public complaints several factors irst, follow a less rapid became more modern manually through the and impressed tantamount to complaints use of I T onvenience and time savings manually Second, the government does as well as the perceived costs in terms of not deliver a comprehensive explanation both the government and the community is related to the decisions taken in responding very signifcant perceived beneft However, to public complaints so that users are not in order A R running more effective, the satisfed with the government s performance government must be more responsive in in managing its report In addition, people are managing public complaints less satisfed because of the problems they complain are not resolved properly A R RECOMMENDATION which is expected to enhance public trust in government was apparently not so visible The To ma imi e the utili ation of A R level of public confdence in the government , The government is expected to focus more due to the lack of the government’s inability on one of the canals of the most easy to use to solve the problem which they complain Based on the fndings, more people using SMS But on the other hand, people willing to tell in the A R because the process is much the program A R to others in order to simpler The government is also e pected to provide education and understanding of the 25 Forum discussion on Twitter between Pemkot public about the problem that takes a long Bandung and A R , November th 2015 time such as roadwork 26 Interview with JQ, November 23th 2015
Internatonal Conference on Social Politcs 1043 REFERENCES Democracy and Technology, 2002, A ro ect of InfoDev and The enter for The E-Government Handbook for Democracy and Technology, 2002, Developing Countries, Washington The E-Government Handbook for DC, The Universal Copyright Developing Countries, Washington onvention Hlm DC, The Universal Copyright Tang, 2005; Thomas, 2003 dalam Eran Convention igoda Gadot ollaboration Branko Dimeski, Public Administration Reform Management In ublic Administration Process In Macedonia: Between Information Age ublishing Hal Politics And Good Governance, Thomas hrlich dalam Glenn Bowen (St Kliment hridski University, ivic ngagement In Higher Macedonia : 2011) ducation USA , Satyanarayana, e-Government The Norris dalam Mossberger, Karen , AN Science of Possible, (Prentice-Hall E-GOVERNMENT PROMOTE of India Private Limited, New Delhi: IN RM D ITIZ NSHI AND 2004) I I NGAG M NT A STUD A ro ect of InfoDev and The enter for A G RNM NT BSIT S Democracy and Technology, 2002, IN TH U S , (University of Illinois at The E-Government Handbook for Chicago, Chicago : 2010) Developing Countries, Washington DC, The Universal Copyright WEBSITE: onvention Hlm http repository unhas ac id bitstream Northouse dalam Global Journal of handle BAB Management and Business Studies II pdf sequence diakses pada 2013, Leadership Management: tanggal April pukul Principles, Models and Theories http regional kompas com India: Research India Publications, read Ridwan hal Kamil Senang rogram apor fektif United Nations Department of Economic diakses pada tanggal 29 Maret 2015 and Social Affairs and International pukul Association of Schools and aporan valuasi elaksanaan A R Institutes of Administration tahun 2013 – 2014 Dinas Komunikasi N AND AD RSHI IN dan Informatika Kota Bandung THE PUBLIC SECTOR: THE ROLE Ni on, aul G dan Koutrakou , assiliki N DU ATI N AND TRAINING E-Government In Europe Routledge Austria United Nations ublication USA A ro ect of InfoDev and The enter for http www unpan org ibrary Ma or ublica- Democracy and Technology, 2002, tions/UNEGovernmentSurvey/Pub- The E-Government Handbook for licEGovernanceSurveyintheNews/ Developing Countries, Washington tabid mctl Article iew Modu- DC, The Universal Copyright leId articleId Default onvention Hlm asp diakses pada tanggal April Developing Public Service Leaders for the pukul Future, OECD, 2000 dalam Pavel Instruksi residen No Tahun tentang Pavlov, Ph.D., Polya Katsamunska. Kebijakan dan Strategi Nasional The Relationship of Leadership and Pengembangan e-Government New Public Management in Central http www cimsaig com inde Government Bulgarian Specifcs php option com content view artic A ro ect of InfoDev and The enter for le&id=67&Itemid=82&lang=id diakses pada tanggal April pukul
Internatonal Conference 1044 on Social Politcs THE UTILIZATION OF ELECTRONIC PETITION (E-PETITION) AS THE CHANNEL FOR PUBLIC ASPIRATIONS IN INDONESIA
Yanti Hermawati and Irsanti Widuri Asih [email protected] and [email protected] Faculty of Social and Political Sciences, Universitas Terbuka
Abstract
In the era of communication technology today, a petition can be presented in various ways, including through the use of social media. People from various realms may submit their petitions to gain online support through social media. The utilization of electronic petitions (e-petition) as a means of voicing the aspirations of the people has been done in some countries. Scottish Parliament for the frst time in 2000 was using e-petition as the offcial channel for the public to voice their aspirations (Lindner and Liehm, 2009). This move then followed by parliaments of other countries, such as Germany and Norway. Even in 2006, the British government applied the e-petition system for its citizens. One social medium that focus on facilitating e-petition for public is Change.org. which was founded by Ben Rattray, a student at Stanford University, United States (US), in 2007. Change.org established in Indonesia in 2012. Since its existence in Indonesia, there have been 754 petitions posted in change.org related to some current issues in Indonesia. However, the number of petitions that reached their goals; infuencing the public policies, was still very low, only 41 out of 754 (5.4%) (based on data as of March 31, 2015 at Change. org). To that end, this article will explore the utilization of e-petition through change.org in Indonesia as an interesting democratic phenomenon to be primarily related to its function as a medium of public aspirations in Indonesia.
Keywords: E-Petition, Public Aspirations, Indonesia
INTRODUCTION al ( ) petition is part of the offcial Participation of all people in various political participation in the form of a felds, including the readiness to be critical and document addressed to public authorities to convey their aspirations to the government require consideration of certain issues, either has been a requirement to pursuit of civil delivered individually or in groups society ne strategy that could be carried out Emphasizing on the function of by the people to express their aspirations is e petition, Macintosh, et al , ( ) e plained through a petition to the government or other that through online petition citi ens acquire a related parties medium to sign a petition, receive feedback Along with the increasing number of on their complaints and requisition the Internet users, a petition was developed in the government to hear their inputs on particular form of an online petition or electronic petition issues (e petition) anagiotopoulos, et al ( In Indonesia, a variety of websites 22) explained that online petition emerged that facilitate online petition are able to be from internet users, mainly through mailing accessed by people, e g change org, avaa lists (mailing list) or a web site that acts as a org, care (thepetitionsite com), ipetitions hosting portal com, moveon org, and greenpeace org Alathur, Ilavarasan, Gupta, ( ), hange org site and greenpeace org, interpreted online petition as a formal tool that both provide Indonesian language facility is employed to represent the impotence of the and a representative offce in Indonesia petitioners to the government that seeks to Greenpeace org is specifcally focused on fnd solutions to social in ustice faced by the environmental issues, while change org petitioners represents various online petitions with a According to anagiotopoulos, et variety of issues with a membership of about
Internatonal Conference on Social Politcs 1045 people, spreaded across interest groups and individuals Most petitions countries in the world (change org per ) include some te ts that present a request or This article elaborates the utilization of demand related to an issue that is supported online petition as a medium of voicing public together aspirations in Indonesia The focus of this According to Briassoulis ( ), article is change org as an e petition channel online petitions often attract a large number with social media platform This article is of signatures that range from a few hundred elaborated based on the results of research to tens or hundreds of thousands The by using qualitative descriptive method with signatories come from different kinds of data collection in the form of observation, backgrounds, gender, nationality, education, interviews and literature studies income, professional, work, cultural and special interest groups ONLINE PETITION AS A MEDIUM FOR Lindner and Liehm (2009) explained VOICING PUBLIC ASPIRATIONS that the use of an online petition as a means Petitions are possibly conveyed by of voicing the aspirations of the people has anybody very citi en has the right to convey been articulated in some countries or a petition regarding to particular issues that example, the Scottish Parliament for the attract his attention This petition right is frst time in using an online petition as stipulated in Article Act No on a formal channel for people to speak out Human Rights, which reads: “Everyone Followed by parliaments of other countries, either individually or jointly entitled to submit such as Germany and Norway ven in , opinions, requests, complaints, or suggestions the British government also offcially started to the government in the implementation of to apply online petition system (e-petition) for an effective, effcient, and good governance, its citi ens both orally and in writing in accordance with To provide an illustration on how an the legislation e-petition works in England in conveying the In line with that, Palmieri (2007) stated voices of people, anagiotopoulos, et al that a petition to the government is the right ( ) describes it in the following ow of citizens of the most fundamental aims to voice the in ustice Figure 1. Petition Process Flow The increasing utilization of social media in Indonesia has become an important part in the development of an online petition Twenge (2013: 17) explained that the use of social media does not lead to more social action or empathy, even according to him, in some cases it shows tend to give birth to a lack of empathy, except for online political engagement (such as online petitions) Social media may make it easier for someone to be able to provide political support through social media Source anagiotopoulos, at al ( ) In the meantime, Briassoulis in the ournal of ualitative Research ( vol Figure 1 shows a general overview of 10: 716), explained that an online petition the process of a petition Starting from an includes all the things that might be of interest interest in initiating a petition to raise an issue in a global, local, and individual level nline for consideration Afterward, the initiator of a petition is created and promoted by a special petition could take two alternatives, whether group of international and online communties, he would like to start a campaign to attract professional organizations or jobs, special supporters or send the petition directly via
Internatonal Conference 1046 on Social Politcs email or channel directed to policy makers Figure 2. Top 10 Online Petition in The submitted petitions subsequently will be Indonesia in 2015 discussed and assessed in accordance with internal processes (for example, at a meeting of the board) nce the decision is made, the applicant (petitioners and their supporters) will receive offcial feedback from policymakers
ONLINE PETITION IN INDONESIA Online petition in Indonesia began to develop in since change org inaugurated a representative offce in Indonesia arious Source MetroT ktober cases rotated through online petitions circulated via social media began to attract The observation also shows that in the attention of the government and people 2015, there were about 754 petitions related of Indonesia ven some petitions succeeded to the issues of Indonesian published through in in uencing government policy, namely the change org The petitions generally sent by petition of “the President and the Supreme the Indonesian people themselves ourt Impeach Garut Regent HM ikri Out of 754 petitions, there were 38 This petition is supported by 920 signatures petitions succeeded in in uencing government and successfully gained the victory with the policy or obtain a positive response from approval of the recommendation of the Garut the targeted parties (in the term of change arliament, about impeachment of HM Aceng org, the succeeded goal is called as a as a Garut Regent by the Supreme ourt victory ( hange org March , ) The hange org e istence in Indonesia is remainder, about 713 petitions have not very well welcomed by neti ens in Indonesia gained the victory as expected by the sender According to Arief A i (tha ampaign or starter of petition (www change org) Director of hange org Indonesia) since its The big 10 petitions with the biggest emergence in Indonesia in 2012 until mid supporters and procure victory are listed in , hange org users in Indonesia has Table reached the number of million users Several issues related to recent Table 1. The big 10 petitions with the conditions in Indonesia mostly from the biggest supporters perspective of social and politic are articulated Number of No Petition Tite through hange org Here are the Top Supporters nline etition in People Refuse the Election of District ffcials by the Parliament Jokowi, don’t close your eyes, cancel the candidacy of corruption suspect as the Head of the Police of the Republic of Indonesia Stop the Impairment of the Commission of Corruption Eradication (KPK), withdraw the draft of the regulation from the arliament Mr SB udhoyono, Mr Zul Hasan Cancel the logging permit in Aru Island orest
Internatonal Conference on Social Politcs 1047 Jangan angkat Sophie victory in a period of 1-6 months, 34% petition Rickmers, selamatkan perairan gained the victory with maturities of less than Sabang dan se arah Indonesia one month, and the rest 13% petition gaining Submit the case of POLRI victory in a period of months year This orruption to K K Stop the indicates that there is no time limit to earn Impairment of K K the victory However, some strategies are Malaysia Court: Free Wilfrida required to obtain a victory from Death enalty @NajibRazak HOW TO MAKE AN EFFECTIVE ONLINE Insist Commission 3 of PETITION Parliament to thwart Daming as the candidate of supreme Composing messages to be delivered court judge on social media or on an open platform, Do not damage Trowulan, depends on the creativity of message makers thwart steel mill, set Makers can freely express the message, Trowulan as cultural heritage either in the form of text, images, or video and #saveTrowulan so forth, including a message in the form of Governor Zaini, keep your an online petition To make an online petition, promise nforce the law Stop the starter can be freely design his message the e ploitation of Rawa Tripa However, freedom of the course will be limited Source Hermawati and Asih ( ) by the rules, both the rule of law and social ethics In addition, to design a petition, of The amount of supporters for victory is course, the starter needs to consider a variety very diverse This indicates that there is no of information and experiences of the various limit of number of support a petition to gain the parties to make the petition successful and victory et despite that, Arief A i ( ampaigns effectively build the e pected changes Director, hange org Indonesia) e plained Briassoulis (2010: 716) describes that if the numbers of supporters are too low, a that a petition may be written in the form petition becomes less reverberant Therefore, of informative texts, offering historical the starter of petition should campaign the documentation and facts, an explanation of petition in order to gain more supports the problem and what can be done to resolve In addition to the amount of support the issue etition te t can be supported with to obtain victory very diverse, period of time video, photos or other relevant documents necessary for victory were varied indeed The As according to Hamid ( ), the analysis of the 32 petitions in 2015 shows the potential victory of a petition can be greater if following data the petition is designed with attention to the following points: Figure 3. 1) The text arranged in short, dense, and The percentage of time period for victory clear The frst paragraph should contain of petitions in 2015 the most important thing and to be conveyed press the related crises and the opportunities that exist and point readers to immediately think “so what can I do In the second paragraph, readers are invited to take an action, for example, sign a petition, to share with their social media, go of ine by taking the issues by Source Hermawati and Asih ( ) protesting down in the streets, and so forth From Figure 3 it could be seen that there 2) Demands clearly stated in the title, is 53% of petition that managed to obtain for example: “The mayor of Bandung,
Internatonal Conference 1048 on Social Politcs ancel the IMB of T GI on orest Invitations could be submitted via email City Babakan Siliwangi” or “Jokowi, don’t or the website of change org close your eyes, cancel the candidacy The use of online petitions as a public of corruption suspect as the Head of the aspirations in Indonesia could be described in olice of the Republic of Indonesia the following plot 3) Provide an accurate and complete data/ facts etition starter should know how Figure 4. The Design Plot of Online big the problem that is described through Petitions data or facts since the credibility of the petition will decrease if presented with incomplete and inaccurate data or facts 4) Present an attractive personal story to arouse empathy etitions must be presented clearly by adding information indicating the urgency of conveyed Source Hermawati and Asih ( ) issue so readers will be triggered to do something immediately CONCLUSION ) quipped with a picture or video icture There is an emergence of digital or video could be chosen according to the democratization in Indonesia through the issues presented in the petition icture utilization of online petitions as the medium of or video is an essential part to attract the conveying public aspirations to related parties reader s attention particularly in the feld of social and politic In addition to the design of a message issues in order to make a change movement from a petition, to increase the amount of Online petitions could be functioned support and the success of an online petition, as the openly-managed channel of public’s initiating a petition should also be doing some aspirations The online petitions are able of the following activities: to attract readers if they are well-written 1) Sharpen the contents of a petition by with interesting and evocative points, while discussing them with the competent the victories depend on the performance of parties It is also a possible way for the petition starters, namely their ability to petition starters to request change org continue to attract the supporters by both for assistance to meet up with relevant online and of ine strategies parties The existence of social media focused 2) The petition can be supported by a on encompassing online petitions is very campaign launched via the internet, important to increase public participation in taking the issues to the lawsuit in court, ensuring good governance However, it would and go of ine by street demonstrations be better if the government provides the 3) Determine the right time to launch the feature of online aspirations on their website petitions offcially in order to gain faster aspiration and 4) Work closely with the competent give feedback to the public parties related to the raised issues, for example by community residents, youth REFERENCES associations, the Indonesian egal Aid Alathur, S , Ilavarasan, , and oundation, A HI, Green eace and Gupta, M ( ) Citizen other communities or institutions related participation and effectiveness to the conveyed issues of e-petition: Sutharyakeralam – ) Request the petition supporters to spread India Transforming Government the petition through their social media People, Process and Policy, 6 (4), 392 ) Go of ine by convening a meet up with ( merald) supporters and other relevant parties
Internatonal Conference on Social Politcs 1049 Briassoulis, Helen ( ) Online parliament aper presented to the petitions: new tools of secondary AS G onference arliament s analysis. Jurnal Qualitative Accountability to the eople, Research vol 10(6) 715–727. DOI: August , Adelaide 10.1177/1468794110380530 http:// qrj.sagepub.com anagiotopoulos, anagiotis , dkk ( ) Do social networking groups indner, R , dan Riehm, U ( ) Electronic support online petitions?. Jurnal Petition and Instituional Modernization: Transforming Government: People, International Parliamentary E-Petition rocess and olicy ol No , Systems in Comparative Perspective pp q merald Group eJournal of eDemocracy JeDEM 1(1): Publishing Limited 1750-6166 DOI , , ISSN http www edem org Twenge, ean M ( ) Does nline Social Hasil enelitian Hermawati, anti dan Asih, Media Lead to Social Connection Irsanti iduri ( ) etisi nline or Social Disconnection? Journal of Sebagai Media Aspirasi ublik di ollege haracter UM , Indonesia pada tanggal 31 Maret – 31 No , ebruary http ournals ktober Indonesia Universitas naspa org cc doi cc Terbuka 0003
Macintosh, A , Malina, A , arrell, S Turcoane, vidiu ( ) Digital Democracy ( ) Digital Democracy through in Knowledge Society A roposed Electronic Petitioning In McIver, Architecture Based on loud and A K lmagarmid ( ds ), Advances omplementary Technologies in Digital Government: Technology, Informatica conomic vol Human actors and olicy (pp , no D I ) Dordrecht, Boston issn )
http video metrotvnews com Undang-Undang No 39/1999 tentang play/2015/10/21/442986/petisi- Hak Asasi Manusia http www online-berperan-pada-kelangsungan- komnasham go id akses April memberantas-ko [akses 21 Oktober 2015] 2015] www change org akses se ak April almieri, S A etition effectiveness Nopember 2015] improving citizens’ direct access to
Internatonal Conference 1050 on Social Politcs PERSONAL BRANDING OF ANIES BASWEDAN THROUGH FACEBOOK AND TWITTER ACCOUNT: STUDY OF IMAGE GRID ANALYSIS IN BANJARMASIN SOCIETY AGE 17 – 24 YEARS
Setyastuti, Yuanita., Maulina, Novaria, Ramadhan, and Febrian Anshari [email protected], [email protected], [email protected] Department of Communication Science Lambung Mangkurat University
Abstract
This research aimed about the personal branding image of Anies Baswedan through Facebook and Twitter account on Banjarmasin society.This research used quantitative approach with descriptive type. The population was Banjarmasin society aged 17-24 years old. Sample that taken was 399 people, sample retrieval techniques used cluster random sampling. The method of data collection used questionnaire and observation, while the method of data analysis used image analysis grid by Kotler with the degree of trust was 95%.The results of the research, personal branding image of anies baswedan on familiarity scale is 74,44% or 297 respondents from 399 respondent of total samples, categorized on less know about Anies Baswedan. That means only 25,56% or 102 respondents who know him. Based on favorability scale there were 76,25% or 77 respondents from 102 respondents who know Anis Baswedan, categorized him as a good image of personal branding. Based on grid analysis model Anis Baswedan Personal Branding are less kown and good image. That means personal branding image of anies baswedan was located on grid B, that was the assessment of respondents about Anies Baswedan was he does not well known but he has a good image.
Keywords : Personal Branding, Image, Grid Analysis, New Media
INTRODUCTION Kupta in Susanto (2009) is a personal image The Internet was originally created that represents a set of skills, a brilliant idea, for the purposes of information exchange a belief system and the value equation that among United States military, but in further are considered attractive by others There are development recently the whole society in many persons who manage to do personal the world could access, development of branding in social networks and some are the Internet rapidly and gave birth to a new failing, these successful individuals have medium for Internet users to share and interact a very strong brand, the brand is not only with one another , namely social networking adhered by a product but also an identity that is often called socmed social media There is inherent in each of them Among ofmany are a wide variety of social networks, like people who are currently doing personal facebook, twitter, youtube, path, instagram branding through social networks, the and much more According to the MBA Rank researchers are interested in Anies Baswedan Ebiz per September 2013, today there are as a sub ect of research two very popular social media and pick the Anies Baswedan is a young leaders most active users in the world, facebook and in Indonesia who have achievements both twitter nationally and internationally, he is among of The rapid growth of social networking 100 intellectuals the world by Foreign Policy users is to make a change in which social magazine, among of 500 Muslims were networking was originally created as a medium in uential in the world by the Royal Islamic to interact with one another between users Strategic Centre and among of 20 people are has now turned into a promotion of goods striving in the ne t years Twitter account or services to self marketing self marketing which is located in @aniesbaswedan and is known as personal branding, according Anies Baswedan fan page on facebook His Twitter account registered in 2010 it has many
Internatonal Conference on Social Politcs 1051 followers as 494 thousand and a facebook in the public view(Zuhra, ) Thus, account registered in 2011 also has followers the mass media are not only considered more than 100 thousand, here it can be seen important in the dissemination of information that the messages disseminated or submitted but the mass media play an important role by Anies Baswedan with social networking in the formation of the existing image that media will be read and known by hundreds of can be seen in the community, although it thousands of followers does not in uence directly in uence after This study will use a walker grid image the communication yet signifcant enough to analysis of Kotler, the assessment by dividing affect a person, both in terms of cognitive, the grid assessment into the grid, the grid A affective and behavior where a person is very well known and has a According to De ito ( ) in Zuhra good image, grid B where someone less well (2013: 4), there are some important function known but has a good image, grid c where of the mass media, namely: someone less known and has a bad image a ntertaining and grid d where a person is very well known b onvincing but has a poor image c onfrming d hanging Mass Communication e Stirring According to ffendy ( ), mass f ffering ethical or certain value system communication is communication through the g Informing mass media The e ample of mass media h onferring status are newspapers, magazines, radio, television i Anestheti ing or flm Because of reading newspapers and magazines, listen to radio or watch television New Media and movies generally done by so many According to lew ( ), the new people that can even be done simultaneously media is a term to describe the convergence According to oseph A Devito in Ardianto between digital communications technology (2004: 6), mass communication is a which digitalized and connected to the communication that addressed to the masses, network amples of media represents a and to the enormous audience Referring to new medium is the Internet According to the above defnition, mass communication is Setiawan (2013: 8), the power of new media a communication addressed to the audience is the communication technology involving a lot to be done through mass media, such computers, in order to simplify and accelerate as television, radio, newspapers, magazines, in getting information from the Internet as well movies and books as its characteristics are easy to access that is easy to use anywhere without having to go Media to a computer, but now can be through mobile The mass media is a secondary phones that have the capability Internet socialization agents that impact most widely connection was enough So the new media is spread than the other sociali ing agents a media communications network utilizing the Although the impact of a given mass media Internet using a computer or device that can does not directly take place, but quite access the Internet to interact with other users signifcant in affecting a person, both in terms and can be done anywhere and anytime of cognitive, affective and behavior (Gabner in Zuhra, ) The mass media Public Relations has an important role in self imaging Mass (British) Institute of Public Relations media can form a certain image of an event or (IPR) in Jefkins (2004: 9), public relations (PR) a group and be understood as a general truth is the overall effort made in a planned and in society Symbols or terms are repeated sustainable in order to create and maintain constantly creates its self image of something goodwill and mutual understanding between
Internatonal Conference 1052 on Social Politcs an organization with the audience, while according Jefkins (2004: 10), public relations Good Image is all well organized forms of communication, whether it is inside or outside, between an A B organization with all of the audience in order to Well Less achieve specifc ob ectives, which is based on Know D C Know mutual understanding Thus, public relations is all over the efforts made are well planned, whether it is intended for internal and external Poor image audiences organization in order to create Source: Ruslan (2006 : 83) and maintain goodwill, mutual understanding and achieve certain goals, which is based on Figure 1. Grid Analysis mutual understanding n the grid A is the ideal position, which Grid Analysis of Image has a positive image and is well known by According Krisyantono ( ), everyone, customers or target audience, the image (image) is an image in the public grid and the position of the object of study mind about the company The image is the has a positive image, but only preferred or public perception of the company regarding recognized by a particular audience or less its service, product quality, corporate culture, known, on grid C considered to have a negative the company’s behavior or the behavior of image and are less well known by everyone individuals within the company and others or the audience, while the D has a negative According Argenti ( ), the image image, but very well known by everyone, is a re ection of the identity of a company either customers or target audience The identity of a company is the actual manifestation of the reality of the company Personal Branding as the company s reputation Thus, the According Kupta in Susanto ( ), image is public view of the company’s good Personal Branding is everything that is in product quality, service culture and behavior you that differentiate and sell, such as your of individual frms of the company that would messages, innate self and marketing tactics affect the public attitude towards the company, Meanwhile, according to Montoya and if it supports, hostile or neutral Vandehey (2008: 271), Personal Branding Grid analysis of image model is an is something about how to take control over analytical tool used to measure the audience other people’s judgment against you before of the assessment or knowledge of a particular directly meet with you So, ersonal Branding ob ect Model grid image analysis initiated is an interesting thing that a person, who by Philip Kotler cited by Rosady Ruslan distinguishes with others so that it becomes (2006: 81) it has 3 stages in the assessment, more and makes a person stand out from familiarity scale, favorability scale and grid- others scale of image analysis According to Montoya ( ) in Grid analysis of image is the withdrawal Setyastuti (2012), there are three levels of familiarity scale and favorability scale, in of in uence in which one does personal this image analysis Kotler grid divides the branding Advocate, Trendsetter and Icon image into 4 grid like this: According to eter Montoya ( ) in Susanto (2009) there are eight things in the main concept is the reference in establishing a person s personal branding It is The aw of Speciali ation The aw of eadership The aw of ersonality
Internatonal Conference on Social Politcs 1053 The aw of Distinctiveness Research Locations The law of isibility This research was conducted in The aw of Unity Banjarmasin, Banjarmasin is one of the major The aw of ersistence cities in Indonesia and also the capital of The aw of Goodwill the province of South Kalimantan with the balanced ratio between male and female is 1:
Personal Branding Anies Baswedan 1 according to the association of Indonesian trough facebook and twitter account Internet service provider in
The Eight Laws of Personal Branding 1. The Law of Specialization Population and Sample 2. The Law of Leadership 3. The Law of Personality Population.The population in this study 4. The Law of Distinctiveness are all people of the city of Ban armasin 5. The law of Visibility 6. The Law of Unity Respondents’ criteria are the people who 7. The Law of Persistence have twitter and facebook account and and 8. The Law of Goodwill age-appropriate active Internet users between (Peter Montoya, 2002) 17-24 years because according to data
from Socialbakers, largest Internet users in
Grid Analisis of Image Indonesia are in that age range, according to (Kotler, on Ruslan , 2006) data from the BPS 2012 the number of people aged years are people Samples. According to Arikunto ( 109), sample is number of representative of Familiarity Favorability Grid scale scale Analisis the population studied Samples will be taken using the formula Slovin, namely: Figure 2. Reseached Framework Description: n = number of samples Hypothesis N = Size of population Ha ersonal Branding Anies Baswedan e = margin of error = 5% twitter and facebook are in grid B Then the number of samples obtained are: Ho ersonal Branding Anies Baswedan n through twitter and facebook accounts ( ) are not on the grid B Slovin formula obtained through the RESEARCH METHODS calculation of sample si e of , the fgure Approach and Research Type is rounded up to people as samples This study uses quantitative methods The sample selection using r cluster andom in order to get an idea of personal branding sampling, research conducted in 5 districts and assessment Anies Baswedan image which he selected samples at random in accordance did through facebook and twitter accounts it with the characteristics predetermined by the has researcher The characteristics of the samples This type of research is descriptive referred to here is the people who live and According Sukmadinata ( ), is a form move in the city of Banjarmasin, internet of research that aimed to describe phenomena users aged 17-24 tahun who have twitter and that exist, both natural phenomena and man- facebook accounts with the help of technical made phenomenon In this ob ective of study screening questions on the questionnaire is to obtain an overview assessment of how the n image of Anies Baswedan ersonal Branding through facebook and twitter accounts Thus, each region will be taken a
sample of 79-80 people in accordance with
Internatonal Conference 1054 on Social Politcs the above calculation Data Collection Techniques Data collection techniques used in this Variable Operational Defnition research is to use: Primary data is data that Personal Branding. According to the comes from the original source or the frst This Kupta in Susanto (2009) Personal branding data is gathered directly by researchers of the is a personal image that represents a set of feld, they are bservation, uestionnaire skills, a brilliant idea, a belief system and the and Interview Secondary data is additional value equation that are considered attractive data that contains information related to by others ersonal Branding is everything research, such as information from facebook that is in you that differentiate and sell, such and twitter pages of Anies Baswedan as your messages, innate self and marketing tactics According to eter Montoya ( ) in Determination of Scores Susanto (2009) there are eight things in the Scoring technique used was ikert main concept is the reference in establishing Scale Answer every item instrument that a person s personal branding It is uses a Likert scale has gradations from very The aw of Speciali ation, is a great positive to very negative ith the score of personal branding which has a the following guidelines: specialization that makes it different both in terms of strength, skill or particular 1. Familiarity Scale achievement Never heard of it = 1 The aw of eadership, a leader who comes Heard of it = 2 to power and credibility will be able to Know a little = 3 position themselves as the perfect leader Know a fair amount = 4 to be relied upon by the public Know it well = 5 The aw of ersonality, a great personal 2. Favorability Scale brand should have a good personality, Very unfavorable = 1 but is based on the fgure of personality Somewhat unfavorable = 2 is and comes with all the imperfections Indifferent = 3 The aw of distinctiveness, effective Somewhat Favorable = 4 personal branding need to be displayed Very Favorable = 5 in a manner different from the others in order to be unique and different from Data Analysis Techniques other brands The data analysis used in this research The aw of isibility, in order to be known, is the quantitative descriptive analysis based the branding process should continue by on the value of the category average of each promoting and marketing and also using indicator research In this study, researchers every opportunity to fnd and have some used Grid Kotler image analysis in analyzing luck for a person or product the data According to Kotler ( ) in Ruslan The aw of Unity, personal life in line (2008: 81-83) there are 3 scale in determining with the moral ethics and attitudes that the level of Anies Baswedan personal have been determined in the process of branding through social networking accounts, personal branding as follows: The aw of ersistence, one must remain frm at the beginning ersonal Branding which has been formed, without ever hesitating and want to change The aw of Goodwill, with a udgment or good image generated from personal branding will give a better results and long lasting
Internatonal Conference on Social Politcs 1055 (2)
The familiarity scale a good image Grid , respondents rate Anies Never Heard of it Know Know Know it Heard a little a fair well Baswedan less well known and has of it amoun a poor image t Grid D, respondents rate Anies Baswedan famous and have a poor Ca tegory: Category: (1) image (2)
Less Well DISCUSSION kAno wn know Characteristics of Respondents n In this study, researchers took account of respondents who have a facebook and twitter accounts aged 17-24 years and is a
good Banjarmasin people who indulge and FigureNever 3.H eCategoryard of it K noScorew Kofno wFamiliarity Know it Very So mewhat indiffer Somewhat Very resides in ondon Heard Scalea little a fair well Unfavorable unfavorable ent unfavorable unfavorable Gender. Based on the survey results of it amoun t revealed that the respondents consists of Category 1: If the majority of respondents K ategori : (1) Kategori : (2) men and women There were rating in C a thetego categoryry: , then Anies Cate gobaswedanry: of male respondents and of women, is not well ( 1known) by public Poor image Good image aged 20-22 years with the highest percentage
Category 2: If the majority of respondents of Less Well rating in the category , then Anies Baswedan Location Division of the sample of kAno wn know is well known by the public n respondents according to the division of the
cluster random sampling method is to divide the study area into smaller clusters, researchers Scale favorability scale divided according to the number of districts in Ban armasin city which has districts
Very Somewhat indiffer Somewhat Very The number of respondents is 80 people Unfavorable unfavorable ent unfavorable unfavorable from West Banjarmasin, South Banjarmasin 80 people, 80 people subdistricts Central Kategori : (1) Kategori : (2) Banjarmasin, Banjarmasin East 80 districts and sub-districts of North Banjarmasin 79 Poor image Good image people Age. Based on the results, from the Figure 4. Category Score of Favorability 399 respondents, there were 94 respondents Scale ( ) were aged years, people ( ) of respondents aged years Category 1: If the majority of respondents and people ( ) of the respondents rating in the category , then Anies Baswedan aged years old has positive image Category 2: If the majority of respondents DESCRIPTIVE ANALYSIS rating in the category , then Anies Baswedan has poor image Familiarity and Favorability Scale on Grid Analysis. Image analysis (audience response) Based on researched, the result of Familiarity and Favorability Scale on Grid Grid A, respondents rate Anies Baswedan well known and has a Analysis was in table good image Grid B, respondents rate Anies Baswedan less well known and has
Internatonal Conference 1056 on Social Politcs Table 1.1 Familiarity and Favorability Distinctivenes Less Known / Good Image / B Scale on Grid Analysis 80,2% 81,1% Visibility Less Known / Good Image / B Indikator Familiarity scale Favorability scale 76,4% 73,5% Unity Less Known / Good Image / B 78,9% 78,6% Less Known Well known ∑ Poor Image Good Image ∑ Specialization 294/ 105/ 26,3% 399 22/ 21% 83/ 79% 105 Persistence Less Known / Good Image / B 73,7% 76,9% 71,8% Leadership 289/ 72% 110/ 27,6% 399 28/ 25,5% 82/ 74,5% 110 Goodwill Less Known / Good Image / B Personality 289/ 72% 110/ 27,6% 399 36/ 32,7% 74/ 67,3% 110 64,4% 84,6% Distinctivenes 320/ 80,2% 79/ 19,8% 399 15/ 18,9% 64/ 81,1% 79 Mean Less Known Good Image B Visibility 305/ 76,4% 94/ 23,6% 399 35/ 26,5% 69/ 73,5% 94 / 74,44% /76,25% Unity 315/ 78,9% 84/ 21,1% 399 18/ 21,4% 66/ 78,6% 84 Persistence 307/ 76,9% 92/ 23,1% 399 26/ 28,2% 66/ 71,8% 92 Based on table , The mean of grid Goodwill 257/ 64,4% 142/ 35,6% 399 22/ 15,4% 120/ 84,6% 142 Mean 297/ 74,44% 102/ 25,56% 299 25,25/24,75% 76,75/76,25% 102 analysis model Anis Baswedan ersonal Branding are less kown and good image Based on table above, describe That means personal branding image of that Mean of familiarity scale of Anis anies baswedan was located on grid B, that Baswedan personal branding 74,44 % or 297 was the assessment of respondents about respondents categorized on Less Known, and Anies Baswedan was he does not well known only 25,56 % or 102 respondents categorized but he has a good image on well Known Mean of favorability scale The study was conducted to determine of Anis Baswedan personal branding , how the image assesment of the Personal % or 76,75 from 102 responden who well Branding in Anies Baswedan through known about Anis Baswedan, categori ed facebook and twitter accounts by using on Good Image , and only 25,56 % or 25,25 familiarity scale, favorability scale and grid- respondents categorized on poor Image scale image analysis variable of personal Based on the results, from 399 branding has eight indicators, they are respondents, 105 people rate on a familiarity specialization, leadership, personality, scale of indicators of specialization, an difference, visible, unity, frmness and good indicator of the leadership rated by 110 name Based on the level suggested by people, an indicator of personality rated by Montoya, Anies Baswedan is at a level Icon, 110 people, the indicator difference rated by where he was in personal branding do not 79 people, the indicators of visibility rated by follow the trends in the community, personal 94 people, an indicator of the unity rated by branding which happens for a long time and 84 people, an indicator of persistence rated survived until now and has become an icon by 92 people and indicators of a good name in the world of education thanks to programs rated by 142 people who claimed to know well Indonesia Menyala and Indonesia Mengajar about Anies Baswedan Ha on the research hypothesis is ersonal Branding Anies Baswedan through Grid Analysis Of Image facebook and twitter accounts are on the grid Based on researched, the result of Grid B and can be received while H is re ected Analysis of image was in table The following description of the personal branding variables based on the indicators Table 1.2 Grid Analysis Of Image studied Indikator Familiarity Favorability Grid scale scale Analysis 1. Specialization Specialization Less Known / Good Image / B Based on the summary of respondents’ 73,7% 79% personal branding assessment Anies Leadership Less Known / Good Image / B 72% 74,5% Baswedan in the indicator suggests the Personality Less Known / Good Image / B familiarity of specialization on a scale of as 72% 67,3% much as 73,7% of respondents less know of a Anies Baswedan speciali ation Based
Internatonal Conference on Social Politcs 1057 on the summary of respondents’ rating on a leadership of Anis Baswedan as a Rector scale of favorability scale for Anies Baswedan of Paramadina university, and as a head of show 79% of respondents stated they were K K tic ode DelBlanco ( ) in indha quite happy with speciali ation owned Anies (2013) stated that a person need to eksplore Baswedan ith the speciali ation Anies the power, leadership and achievement that Baswedan on personal branding through had been acomplished to in uence the trust scale variable recognition into the category from people through know scale in in not well known category and in category of a good image 3. Personality So personal branding Anies Baswedan Based on the summary of respondents’ conducted through the medium of twitter and personal branding assessment Anies facebook on indicators of specialization are Baswedan in personality indicators on a in grid B, the grid which speciali es Anies familiarity scale of the show as much as Baswedan lesser known but has a good 72% of respondents had less known about image Through facebook and twitter account, the personality of a Anies Baswedan Based he published his specialization as a rector on the results of respondents’ assessment who concerned in Indonesian education He recapitulation Anies Baswedan show as much is faonder of ‘Indonesia Menyala, Indonesia as 67,3% of respondents stated they were Mengajar and Turun Tangan “ campaign had a good image about Anies Baswedan program But unfurtunatelly only few people personality Thus personality variables Anies who known about that Baswedan on personal branding in the Peter Montoya (2002) stated that category of personal branding good image specialization is a power, specialization and So, Anies Baswedan conducted personal achievment that could made the distinvisness branding through the medium of twitter and from another one It focus of advantages and facebook on personality in indicator grid B, speciali ation that person The oportunity the grid implies that the personality Anies to strength of personal branding was easy Baswedan lesser known but has a good image to achieve because the advantege and isend, et al ( ) in indha ( ) stated weakness was known that the strenght personality impact to brand and bussines, that could be the advantage 2. Leadership ot that brand Anis Baswedan becames one Based on the summary of respondents’ of the most in uece muslim in the world personal branding assessment Anies The rerspondents who known Anis Baswedan Baswedan in leadership at familiarity scale mostly like about his personality indicators show as much as 72% of respondents had less known of the leadership of a Anies 4. Distinctiveness Baswedan ith this kind of leadership The Based on the summary of respondents’ summary of respondents’ rating on a scale personal branding assessment of Anies of favirablility for Anies Baswedan show as Baswedan the indicator shows the difference much as 74,5% of respondents stated good in familiarity scale of as much as 80,2% image about leadership Anies Baswedan of respondents had less known about the Thus the leadership Anies Baswedan on difference a Anies Baswedan Based on the personal branding through scale variables results of respondents’ assessment summary, know like in the category of personal branding Anies Baswedan show as much as , of as good image So, Anies Baswedan respondents stated that they had good image conducted personal branding through the with distinction owned Anies Baswedan Thus medium of twitter and facebook on leadership the difference owned Anies Baswedan on indicators are on the grid and grid B is a grid personal branding in the indicator variable in which the leadership of the lesser known difference through scale Anies Baswedan but Anies Baswedan have a good image The favorability scale is expressed in the category
Internatonal Conference 1058 on Social Politcs good image So personal branding Anies recapitulation Anies Baswedan show as much Baswedan conducted through the medium of as 78,6% of respondents stated the unity twitter and facebook on the indicator difference which is owned Anies Baswedan had a good is in grid B, the grid where the differences are image Anies Baswedan conducted through owned Anies Baswedan lesser known but has the medium of twitter and facebook on unity a good image indicators are on the grid and grid B is a grid Peter Montoya (2002) stated that in which Anies Baswedan less known but has distinctiveness showing something different a good image eter Montoya ( ) stated from another that could be the specialization that unity is brand that was created consist wit of personal Branding Anis Baswedan consist etics, mores, and attitude in natural life of the to actualisating his self to education things person Respondent who known about Anis from he was young until now That makes him Baswedan and his program, mostly stated different from other people The program of that his branding consist with his natural of Indonesia Menyala, Indonesia Mengajar and personal life Turun Tangan also had a inovative program that different from another program 7. Percistance Based on the summary of respondents’ 5. Visibillity personal branding assessment Anies Based on the summary of respondents’ Baswedan in indicators of percistances on personal branding assessment Anies the indicates the familiarity scale of 76,9% of Baswedan in the indicator looks at familiarity respondents sate that the frmness of Anies scale of the show as much as 76,4% of Baswedan was less known Based on the respondents had less known of the indicator summary of respondents assessment Anies of looks Anies Baswedan Based on the Baswedan shows 71,8% of respondents summary, respondents rating on a know like stated they the frmness of Anies Baswedan scale to Anies Baswedan show , of had a good image So, Anies Baswedan respondents stated they were have a good conducted personal branding through the image about ihe visible indicators of Anies medium of twitter and facebook on frmness Baswedan Thus the indicator shown on indicators are on the grid B which Anies known variables in personal branding through Baswedan less known but has a good image scale like and in the category of personal Montoya (2002) stated that percistance is branding has a good image Thus, Anies what that became a brand from the begining Baswedan conducted personal branding has never been changes Anis Baswedan through the medium of twitter and facebook consisted in ducational He achieved on the indicator looks at grid B, the grid shows AS AN Student Award tahun 1998 dan Top that Anies Baswedan lesser known but has 100 Public Intellectuals fom Foreign Policy a good image Not every respondent lnown Mega ine in about the program from facebook and twitter account but the one who know about that 8. Good Will Indonesia Menyala, Indonesia Mengajar and Based on the summary of respondents’ Turun Tangan program, mostly like it personal branding assessment Anies Baswedan the good name on a familiarity 6. Unity scale indicator shows that 64,4% of Based on the summary of respondents’ respondents state the good name possessed personal branding assessment Anies by Anies Baswedan was less known Based Baswedan in unity aspect on a scale indicator on the results of respondents’ assessment shows that on the familiarity scale is 78,8% summary of Anies Baswedan show that of respondents that the unity which is owned 84,6% of respondents stated that the good by Anies Baswedans was less known Based name of Anies Baswedan had a good image on the results of respondents’ assessment So, Anies Baswedan conducted personal
Internatonal Conference on Social Politcs 1059 branding through the medium of twitter and Arikunto, Suharsimi rosedur facebook on indicators of good names are on Penelitian : Suatu Pendekatan the grid B which Anies Baswedan less well raktek akarta Bina Aksara known but has a good image Montoya ( ) Arikunto, Suharsimi rosedur stated thati with a judgment or good image Penelitian : Suatu Pendekatan Praktik, generated from personal branding, it will give disi Revisi I akarta T Rineka a better results and long lasting Nowadays ipta Indonesia Mengajar program had more than 9000 voluntiers, Turun Tangan program had A war, Saifuddin Metodologi enelitian more than 25000 voluntiers, The voluntiers Yogyakarta : Pustaka Pelajar was known as a Zero Rupiah oluntiers Bhalotia, Nitish ersonal Branding becouse they was not paid That program Me Inc New Delhi, India Indian and personal branding of Anis Baswedan Institute of oreign Trade made his image was more araise in public (kompasiana com dan edukasi kompas com, anagara, Hafed engantar Ilmu ) But unfutunatelly, only a few people Komunikasi akarta Ra a Grafndo that known about that Persada ffendy, nong Uch ana Ilmu CONCLUSION Komunikasi, Teori dan raktek Based on the analysis performed in this Bandung T Rema a Rosdakarya study it can be concluded that: ffendy, nong Uch ana Ilmu The study uses a model familiarity scale Komunikasi Teori dan raktek of the majority of respondents (74,4%) Bandung T Rema a Rosda Karya claimed the personal branding of Anis lew New Media An Introduction nd Baswedan trough twitter and facebook dition ford University ress New account was less known ork The study used a favorability scale state majority of respondents (76,25%) efkins, rank ublic Relations claimed that Anies Baswedan personal akarta rlangga branding through Facebook and a Kasali, Rhenald amera Branding Twitter account into the category of a Jakarta : PT Gramedia Pustaka good image Utama The mean of grid analysis model Anis Baswedan Personal Branding are less Kriyantono, R ublic Relations kown and good image That means Writing Teknik produksi media Public personal branding image of anies Relations dan ublisitas Korporat baswedan was located on grid B, that Jakarta : Prenada media group was the assessment of respondents Montoya, eter , andehey, Tim about Anies Baswedan was he does not The Brand Called You: Make Your well known but he has a good image So Business Stand Out in a Crowded Ha was accepted marketplace (paperback) United States of America McGraw Hill REFERENCES Montoya, eter , andehey, Tim The Books Brand alled ou New ork McGraw Ardianto, lvirnaro Komunikasi Massa Hill Inc Suatu engantar Bandung Simbiosa Nurudin engantar Komunikasi Massa Rekatama Media akarta T Ra a Grafndo ersada Argenti, Komunikasi Korporat Ruslan, Rosady Metode enelitian akarta Salemba Humanika
Internatonal Conference 1060 on Social Politcs :Public Relation dan Komunikasi Susanto ( ) Brand quity ang Dibangun akarta T Ra a Gravindo MelaluiPersonal Branding Studi Kasus: Rhenald Kasali Dengan Ruslan, Rosady Mana emen Public Mmui Dan Hermawan Kartajaya Relations dan Media Komunikasi Dengan Markplus akultas konomi Konsepsi dan Aplikasi. akarta T Universitas Indonesia Ra a Gravindo ersada Paper Soleh, Soemirat dan lvinaro, Ardianto Dasar Dasar ublic Relations Setyastuti, Yuanita (2013)Personal Branding Bandung T Rema a Rosda Karya Strategy Of Rosehan Noor Bahri By Billboard Media Through Banjarese Sugiyono Statistik Non ocal ulture Approach arametris Bandung Alfabeta Sites facebook com aniesbaswedan 20 Februari Journals 2014 indha ( ) STRAT GI RS NA twitter com aniesbaswedan ebruari BRANDING TRAIN R UB I 2014 R ATI NS (Studi Deskriptif Kualitatif pada Christiana Sahertian sebagai aniesbaswedan com biografi anies Trainer Public Relations di John baswedan - 20 Februari 2014 Robert Powers dan Putjok Rizaldy - 20 Februari 2014 sebagai Trainer Public Relations di R Institute) akultas Ilmu Sosial inet detik com read Dan Ilmu Sosial Universitas Brawijaya 2014/02/24/094535/2506207/398/3 Malang -tips-ampuh-marketing-di-sosial-me- dia - 20 Februari 2014 Setiawan (2013) Kekuatan New Media Dalam Membentuk Budaya Populer – 23 Mei 2014 DiIndonesia ( Studi Tentang Menjadi tokohindonesia com biografi article Artis Dadakan Dalam Mengunggah direktori/4088-intelektual-muda- ideo Musik Di outube ) akultas bertalenta-pemimpin – 5 Juni 2014 Ilmu Sosial dan Ilmu Sosial Universitas Mulawarman Samarinda
Internatonal Conference on Social Politcs 1061
CHAPTER 3 Internatonal Conference 1064 on Social Politcs THE DEVELOPMENT OF TOLERANCE VALUES IN ISLAMIC SECTS TO THE SOCIAL NETWORKING IN BANYUMAS DISTRICT
Abdul Rohman [email protected] Faculty of Social and Political Science, General Soedirman University, Purwokerto
Abstract
In the interactive society often infuenced by culture, ideology, education, ethnicity, religion or philosophy of life. If their culture or ideology is equal, so they have a good relationship adhesiveness. But somewhat different in matters which are based on the interaction of the same religion, but different their ideology, so in general, the attachment of the groups is much more dominant than the religious sense. The objectives of this study are: to know the perception of the Islamic groups about some of social media, such as Whats App, internet, Face book, as a Media to realize tolerance’s values in their groups. The method used in this study is a qualitative method with the aim to describe and analyze the perceptions, views, attitudes, behaviors contained in the Islamic groups. The result of its are: 1) all groups acknowledge that social media networking are tools that can be used as a medium of communication and dakwah for an organization; 2) For the Syahadatain, that the social media can not be used as a tool for the sake of dakwah, because the dakwah must to meet directly to the target, as exemplifed by the Muhammad Prophet; 3) Social media can be used as a tool to develop the values of tolerance, democracy and moderation for the Islamic groups, because the media can help them to establish communication for their affection, so although different in religious views, but they still to give their affection among them.
Key words: Tolerance, Interaction, Social Media, Networking, Islamic Sects (Groups).
BACKGROUND only It is also proved that the followers of Islam Social relations between human Jamaat does not want to follow Islamic studies beings often in uenced with a disharmonious are not provided by him leader They will not relationship ulture, ideology, education, to pray with other Islamic groups together, ethnicity, religion, philosophy of life often but which are believed by them, so that the affect those relations eople who come from person who invited congregation or a person the same culture, in general they have a good who becomes a leader (imam) is a person relationship adhesiveness ikewise, if they who has suffcient religious knowledge originate from the same ideology, it will provide Similarly, in terms of social interaction a strong emotional sense in their relationship for the other Islamic groups In religious But the problem is somewhat different in the activities, often a particular group does relationship between fellow members of the not want to follow the stream of religious community at the same religion, but they activities outside the groups ach group different of groups In general, the attachment prefers organizes religious activities alone, of the groups is much more dominant than the was compared to confound themselves in religious sense the activities carried out ointly hen they Rohman (2009) when researching interacted with their own group, they have “Perceptions of the Islamic group Jemaah to a high concern and empathy But when they Social Interaction in the South Purwokerto, interact with the other groups, it is not as Banyumas “, was said, that Islam Jama’ah intimate with his own group These conditions community has its own perception of the can trigger the growth of the attitudes of social interaction, especially in the religious antipathy in the social and religious life for interactions Religious teaching that should the other groups or the other sects ven have universal space, followed by community some cases of social con ict was coused by
Internatonal Conference on Social Politcs 1065 differences of interpretation often occur in attitudes, behaviors contained in the group people’s lives, so as to disrupt the unity of the Muhammadiyah, Nahdlatul Ulama (NU), nation Islamic Jama’ah or Indonesian Islamic Muslims observe the phenomenon of Da’wah Institute (LDII), Syahadatain, Hizbut the problem, generally derived from the hu- Tahrir Indonesia (HTI), Indonesian Islamic man self, whether result of the ideas, interpre- Da wah ouncil (DDII), and Al Irshad tations, attitudes and behavior Differences Then the data collection was done that occur among the people has not been through interviews were analyzed through addressed in a mature and intelligent This is interactive analysis technique, which is in contrast to the history of thought or inter- implemented with the following steps: 1) pretation that occurred during the Prophet’s data reduction that researchers conduct the ompanions, Tabi in and tabiit tabi in lifes selection process, focusing, simplifcation, With the development of science and and abstraction of feldnote Then was made technology, especially information technology, abbreviations, coding and memos, 2) data may be used as a media networking to foster presentation to make the stories brief and awareness, friendship, fast communication, systematic and ) conclusion togetherness discourse, interaction and other activities, so as to spur the growth of the ANALYSIS OF STUDY values of tolerance among them 1. Social Networking It’s like I Putu Suhartika (2004) said, Social networking is the term cyberspace that was originally perceived information as a form of development of information technology with a variety of things such technology Social networking as a medium of as a large and expensive, sophisticated interaction is only related through the Internet or modern form (the elite) and the like But which personally do not know directly the with socialization and vigorous campaign, physical ersonal e istence is confned to the public perception of the technology the status informed Similarly, the materials information more clearly ommunity ranging that are informed have a status that is very from children to older people already know and “free”, like a ball rolling endlessly, and headed use the tools based Information Technology in all directions (IT) such as mobile phones, mobile remote, Internet itself is short of interconnection- cable T , internet and so on Symptoms such networking, which means the entire network of as these show the public awareness of the computers connected together using a standard importance of IT in various aspects of life global system Transmission Control Protocol In social life has been a lot of IT is / Internet Protocol Suite (TCP / IP) as the used as a means to facilitate communication, protocol exchange of communication packets improvement of public services, an increase (packet switching communication protocol) to in labor productivity, cost savings in business, serve billions of users around world facilitate the learning process, the creation of As a communication tool that has a very new jobs, the replacement of high-risk work and wide range and limitless IT course can be made as if the world is small and easy reach empowered as a means to any desired human Seeing the fact that information activities both personal and communal, technology provides benefts so great for good communication leads to actions that human life, TI would also serve as a model to are benefcial and to act badly Seeing the develop values of tolerance on religious sects potential of such a high, if not anticipated by in Islam Muslims, even think of it as a technology that illicit use, then Muslims will be left far behind METHODS OF STUDY compared to other peoples It could even be a The methods used in this study is a community that is been run over by the times, qualitative method with the aim to describe as blind to its time ourney and analyze the perceptions, views, Backwardness of Muslims in the feld
Internatonal Conference 1066 on Social Politcs of information technology is not only harmful, identical, but slightly different to its emphasis but can destroy the e istence teachings Here is a brief statement of them: Hegemony structured efforts in developing a. The Nahdlatul Ulama (NU) all policies, rules and culture contrary to the For the NU, that the using of social teachings of Islam so remarkable hile media is “very effective, because able to Muslims are still in confusion to give legal break through the limitations of time and value to the IT development space Than this media of information can Though IT can not be denied its ex- be delivered from anywhere In regard istence In uence on public life is also very to the existence of sects or religious pronounced arsita ( ) stated that in the organizations, the media can be used future the national, regional and global devel- as a media of interaction But the media opment and utilization of computer informa- can be positive, however can be also tion technology (ICT) serves as a guide or a negative This means that if a positive trendsetter Then how to make I T as net- can be to give tolerance, and the media working for the implementation and develop- can be negatively, because can to be ment of distance education in the future used provocation The danger of social Thus it is time to optimize the IT facili- media can occur effeck multi player It ties such as internet and its soft ware devices, means that social media is easy to be to social interests, particularly in developing engineered that image or information social networking Islam (Islamic social net- hoaks, so we need to check and richeck “ working) to all religious sects Through these In building the values of tolerance networks, they can communicate, share, talk in Indonesia, the frst is the relationship, to each other, friendship, exchange opinions, but we have to understand each other, ideas, perceptions and interpretations of re- to understand each other we have to ligion that believes introducing and develop- understand each other Understand ment of science Because use of the Internet each other’s position, understand their by Pathmantara (2007) had a positive impact, way of thinking Because in Islam there namely access to resources; access to sourc- is term ikhtilaf (deviation) Deviation es and as a medium for collaboration was a difference of opinion and that Communication network utilization by different opinion necessity because God members of the religious sects in this era created people differently, put in different of globali ation will further spur its users places, hanging out with people who Because they are in using information about are different, so that each person would the development religious issues, suffcient have the backgrounds and different monitoring and follow it from wherever viewpoints different hen there is no they are This will lighten the effort, cost breadth of knowledge and no breadth of and time, but the idea and its opinions can relationships that will facilitate different still be distributed and accommodated attitudes, then that arises is hostility by members scattered in any position “I use the media, because I am very or location Discussion, brainstorming, confdent the benefts, so my relationship analysis interpretation into atmosphere of with my friends NU, NU chairman, and Islamic social e istence networrking Thus the chairman Ansor, and others to mutual understanding, mutual grindstones, communicated (silaturahmi) ad to expand compassion and foster tolerance developed our relationship besides physical, verbal into the frame through the network relationship , as stated by Drs hariri Shofa, M Ag, former hairman of NU 2. The perception of Islamic groups in Branch Banyumas, who now serves as the Social Network. hairman of the MUI Banyumas Opinion on the social networks of the sects of the Islamic religion in general is
Internatonal Conference on Social Politcs 1067 b. The al Irsyad. tolerance, they stated that for social For group al Irshad, social media be- media in the other groups may already came an important part in the dissemina- be done, but in our group of media are tion programs of the organi ation ven not to be implemented yet e still very effective, because most are not able prioritize direct communication, so that to break through the limitations of time the values of tolerance, it can be felt If and space So we can not be limited to the social media for using to propaganda discussing only, but we can share infor- (dakwah), my group uses to meet directly mation from anywhere “ to target, because this is e emplifed by However, the media can be positive the rophet Muhammad As stated by and can be negative If positive can the spokesman, Drs Ahmadi (Interview, to build tolerance values in social July 9, 2015) interaction, but can be negatively as a tool of provocation The danger of social d. Muhammadiyah media can occur effeck multi player, “Informatics technology can not because that social media is easy to be be dammed because it is already a engineered, so as to build up a positive requirement hatever the views or image and negative, everything can be opinions of the fatwa even on the media, Associated with social media used as a then let scrolling in accordance with the medium to build the values of tolerance needs and interests of the community, among sects, for the al Irshad placing it the problem is to minimize the negative as a religious concept that is gathering effects of information technology “ Then need to understand each other For Muhammadiyah in developing and the position and thinking of each major organization is through the print Because in Islam there is term deviation media, and TV and next through social Deviation was a difference of opinion media In the development of Muham- and the difference opinion necessity madiyah not know for sure about the ef- because God created people differently, fectiveness of social media in develop- put in different places, hanging out with ing organi ational programs or certain people who are different, so that each circles of the social media effectively, but person would have the backgrounds and for other circles yet, because the social different viewpoints different media is more oriented to the world of The argument from head of al Irsyad business and personal interests to same from head of NU hariman And The function of social media as a in fact by according to head of al Irsyad, media coordination, communication tools that we interacted too with the leaders and even as the media synchronization of the organization, as Muhammadiyah, between among organizations has not NU, and others As stated by the head happened lectronic media such as of al Irshad urwokerto Branch, Mr Ir radio, television, each broadcasting a Sharif Bashir on uly , greater emphasis on the interests of their respective organi ations urthermore, c. The Syahadatain said of the relationship between religious The spokesman of Syahadatain sects in Islam to forward it is necessary group said that our group does not use and important, because so far there social media at all, and then we do not has been no forum to devote opinions, assume that social media was a means thoughts, interpretations and perceptions of unifcation because we still stutter that in order to formulate an organization to direct communication was better unify step in bringing Islam to the front But when asked about social media In regard to social media, this media can as a means to realize the values of be utili ed But because of the religious
Internatonal Conference 1068 on Social Politcs leaders (ulama) have not many are able tools, depending on how we use them to operate the social media, then steps We use social media such as twitter, should be to sociali ation But in essence facebook, whats app, and the other al- that social media can be used as a media most all used So we got the news that relationship and communication between its panelists weekly, and monthly If the religious sects in Islam As stated by Drs news is only hard-copy course limited Ahmadi Khifni, Muhammadiyah Regional reach Now, with the medsos that we ecutive Banyumas perform the digitalization process in the social media So it becomes a broader e. Indonesian Islamic o Dakwah Institute scope (LDII) Associated with the efforts of “I think IT developments should be friendship, the HTI stated that it was utilized, but the IT can be positive and very important, because it will reduce could be worth negative If its positive the level of suspicion, with each other value in accordance with the norms of to know about why one group believes Islam and not be used to attack both the other irst the priest madzhab with groups understood streams within Islam the difference that each give praise So itself, as well as other groups, other appreciate the differences of opinion in religious and government IT then it can the corridor there is the argument that be negative if it is used as a means of is referenced Unless a different opinion provocation or trigger other people angry, is not based on a clear proposition So so it appears slander Because Muslims freedom of speech is allowed within have to master this technology, which the framework of SARA, which is in can be used as a medium of propaganda accordance with the shari’ah and there (dakwah) and media of education are arguments relied upon or catergories For LDII social media is also used can still enter in the opinion of Islam as a tool for development organi ations Even all the Islamic organizations are g. Indonesian Of Islamic Dakwah Council aware that social media was effcient in (DD) terms of time and cost to implement good Propagation Council Banyumas, his charity But effective or not depends on opinion can not be separated from the the individual and activeness in using so- opinion of the same from the Central of cial media If active, then the media can Indonesian of Islamic Dakwah ouncil be very effective in empowering people Social media is part of the development What difference occurs in the Islamic of science and technology Nature groups, social media can be a means allowed but not required or allowed to to mitigate them This can actually be, be So social media may be used for the only problem is which party would start media to be useful for human life, but if to pull through alignment, especially in the media brings to badly (madharat), the conte t of the belief and worship hence its use be prohibited Differences religious sects is still Social media is just a tool, which there, but in a way social media, such can be used as a tool in speeding up differences can be minimi ed or reduced communications Social media is so But this process must be actively read, advanced, the future can also be used because the information came too as a tool to facilitate the activities of quickly changed As stated by Dr Hi bul proselyti ing and other social activities Mu ihin, administrators DII Banyumas DD for social networking is a tool created by the development of science and f. Hizbut Tahrir Of Indonesia (HTI) technology This means may not to be For the HTI, that the social media dammed, and in fact what happens is in
Internatonal Conference on Social Politcs 1069 accordance with the pace development e ibility of high value aws reach out to all of science and technology the conditions and circumstances and time rolling 3. FGD and the Perceptin of Islamic Group In Islam there is a rule of usul fqh which The results of the various fgures reads: َ stream interviews to social networking ّ ْ ْ َ َ ْ ّ ْ ُ ّ َ ُ َ ّ َ َ ْ ْ ْ َ الح َرِي ِم ع ال ِلل ل يد حت حة با ا ِل الشي ِاء in general is to accept social media as a َ ْ ُ means of propaganda, with the exception of ِف الصل group Tablighis But when held focus group discussions, they have identical views, that Meaning: ”On the origin of everything it social media can be used as a means to should, unless there is proof that prohibits” facilitate propaganda In the course of the (Rahman, ) FGD was also agreed that the Islamic sects in Banyumas has a group formation in social Based on the rules of social networking networks A B K and Group in hats media that is part of the development of IT App Both kinds of social media is to serve in the teachings of Islam can be placed as a as a means of communication media in order means allowed This is because there are no to create and foster the values of tolerance, arguments against it Then the position of IT moderation, solidarity among the Islamic is not something that has been taught in al sects in Banyumas In Group hatsApp Qur’an and Sunnah, but the position of IT is at are all active This shows that the members the level of worship ammah (general) want to take advantage as a medium of The use of IT as a means of social communication and friendship together networking media Islam in this study is a With this communication further facilitate means of empowerment as a medium to the growth of the values of tolerance and foster the values of tolerance among religious moderation among them sects in Islam This media is now becoming a reality that can not be avoided by Muslims, 4. Islam and developing of Tolerance ’s has even become part of the means of life Values that has been infltrate in all areas of social Islam as the last religion revealed interaction Thus the importance of these God recognized his people as teachings facilities, so it is appropriate if the social are complete, perfect, comprehensive and media is to serve as a means to friendship universal As a result of its properties that and discourse intellectual religious sects then Islam is true of all times, in all places, and in Islam, so that the growing awareness are not limited by cultural barriers, cultural, within the Muslims about the existence of geographic, and nation sects in Islam and its teachings became the As a universal doctrine, many te ts of a foundation of their in worship Thus, if the general nature, and not applicated on social existence of sects is communicated between issues that are highly technical and opera- the members of Islamic groups in the other tional, raises problems of its own roblems stream, presumably the differences that exist that often led to differences in interpretation, not trigger hatred, aversion, antipathy, but is application and disharmony in the social life growing recognition of these differences, so Islam in view of the development of that these conditions facilitate the growth of technology, especially information technology, values of tolerance and moderation among as a result of human creations istence as sects in Islam a tool that has a neutral position or allowed If you see a difference in the struggle but not required (allowed) in law Islam as a history of Islam, the real differences that religion of the past have consequences will exist among sects within Islam did not arise be dealing with the development of science suddenly It is none other than as a logical and technology, so that this religion has the consequence of divine religions that most
Internatonal Conference 1070 on Social Politcs end lowered, thus bringing the teachings of of capturing the truth of God Because it is universal, e ible and supple Then coupled a human capacity as a relative, not God, so with the result of this religious perkembanagn we should be tolerant to see any difference geographically, which eventually became in relative it It is therefore not appropriate acquainted with the culture, customs, where if there is a group in the community life of religion is growing and growing rom the religious sects who feel monopolize the truth condition of religion as a consequence that the and then impose on others in the name of subsequent emergence of a clerical religious God If the entire group of religious sects in interpretation to be more easily implemented Islam are aware of the theory, presumably the teachings values of tolerance will be easily applied in In the history of interpretation of public life human interpretation of the religious texts When there is a difference in the known is when uncovering a book entitled: interpretation of religious beliefs, which are Madzahibul Arba’ah (according to the four groups in society, then the best way to do is school of religious interpretation, namely not a formal way as a court, the hegemony Imam Hanaf, Maliki, Shaf i and Hambali) of the ruling to eliminate its existence, but works Abdurrahman al u airi This book the path of negotiations, careful approach, discusses the differences in the interpretation and the development of tolerance values is of religious and social issues They always much more elegant Because con ict is only refer to the interpretation of the Qur’an and a difference of interpretation is essentially the Sunnah Therefore, anyone can take one interpretation of sacred texts, so that means of them in determining the interpretation of the solution is also done in a way that is good the law, without having to denounce other and holy too interpretations Moreover, every mu tahid Puspitasari ( 2011) states that the (rformer) (one who did the interpretation) fundamental religious tolerance should always always said: If my opinion you think is right, be planted, such as in a living state known as please you take But if you fnd another a consensus national unity unity of all ethnic interpretation is more shoheh (true), so take groups, languages and religions that exist in this interpretation The statement e pressed Indonesia Then Suwarno ( ) said, that by all priests of this proves the recognition is based on the analysis of the efforts for the of relativity and relativity of interpretations resolution of religious con icts in Indonesia, performed by them which more suitable effort is an attempt to Religion as a whole was as guidance understand each other between groups of for mankind, hudan lin nas Abdurrahman different religions Then stressed that con ict (1995) to take the opinion of Weber, stated resolution can be done through informal that in sociology, religion legitimiasi addition practices , such as friendship, deliberation to functioning as a tool, it also serves as a and improvment critical controls, if able independent of the If the return on the basis of the structure that might entrap him or in every teachings of Islam that the Qur’an, so it is social development, the possibility of the birth clear that Islam is a religion of mercy that of the religion trapping structure is still there, upholds ustice, humanity and equality There despite the beginning of religion became the are no cultural barriers, social, ideological let initiator of change itself alone that separates social interaction Islam But then Abdurrahman ( ) adds, was dropped in Arab countries, but its mission that we embraced Islam as a religion that remains universal ocus Arabic, both the teaches believed that absolute truth, as if culture and the language is just as authentic only the owners of our own truth Supposedly, evidence of the existence of Muslim descent, when he believes there is only absolute but the mission and the message still has a truth in God’s hands, then implicitly have to universal foundation that permeates the Arab acknowledge about ourselves in the relativity geographical boundaries ( Hidayat , )
Internatonal Conference on Social Politcs 1071 This is confrmed by the ur an in Surat al Transformatif, Pustaka Firdaus, Jakarta Anbiya , which means And e have not to sent you, but to (be) a mercy to the Hidayat, Komarudin, 2003, Ketika Agama Menyejarah, dalam A AMI AH, ournal worlds of Islamic Studies, Vol 40, Number 1, As a comprehensive religion and IAIN Sunan Kali aga, ogyakarta its applied until the end of time, so many verses that appear in general, especially in uspitasari, lis, dkk , , Penguatan the Mu’amalat that are elastic adaptable It Image Pesantren sebagai Lembaga can therefore be interpreted in accordance Pendidikan Anti Teroris Melalaui with the times Then for every interpretation Pencanangan Website, dalam is affected by the presence of location, HUMANIS, urnal Sosial konomi cultural and scientifc background, then Humaniora, ol Nomor , M, every interpreter allows to differ with another Unsoed urwokerto interpreter, although the same verses This Patmanthara, Syaad, 2007, Pembelajaran has been e emplifed in the book of the melalui Internet Di Perguruan Tinggi, Arba ah Mad ahibul dalam urnal Teknodik, No I , Thus an understanding of the Pusat Teknologi Informasi Dan differences in the interpretation of the verses Komunikasi Pendidikan, Depdiknas, of the Qur’an, should be recognized as a Jakarta result of differences in viewpoint, social background, culture, politics, and the ability Rahman, A As muni, , Qaidah Qaidah to understand the verse These differences, Fiqh, Bulan Bintang, Jakarta if communicated, it would provide its own Rohman, Abdul , dkk, , Persepsi Kelompok knowledge for each groups, which can cause Islam Jama’ah Terhadap Interaksi awareness about the reality of differences, Sosial Di Kec. Purwokerto Selatan so that awareness of intellectual and rational Banyumas, Laporan Kajian Unsoed tolerance can be reali ed by itself Purwokerto
CONCLUSION Suhartika, I Putu, 2004, Implementasi Teknologi Informasi sebagai Usaha Peningkatan From the description above can be Mutu Layanan Perpustakaan, VISI concluded as follows: USTAKA, ol No Desember a The Islamic sects (groups) are 2004, lihat dalam : http perpusnas manifestation and re ection of go id Ma alah nlineAdd asp id , interpretations of Islamic teachings, that diunduh tanggal April are universal, felksibel and supple b The exist differences of Islamic sects as Warsita, Bambang, 2007, Peranan Teknologi a logical consequence of differences in Informasi dan Komunikasi dalam interpretation to syari’at was made by the Penyelenggaraan Pendidikan Jarak scholars of Muslims Jauh, dalam urnal Teknodik, No c All groups within Islam in general XI/2007, Pusat Teknologi Informasi Dan Komunikasi Pendidikan, Depdiknas, accepted the fact of the existence of IT akarta can be used as a communication tool for the friendship between in the Islamic Patmanthara, Syaad, 2007, Pembelajaran groups, so that the communication can be melalui Internet Di Perguruan Tinggi, expected to foster the values of tolerance dalam urnal Teknodik, No I , and moderation among Muslims Pusat Teknologi Informasi Dan Komunikasi Pendidikan, Depdiknas, REFERENCES Jakarta Abdurrahman, Moeslim ( ), Islam
Internatonal Conference 1072 on Social Politcs MEDIA FRAMING OF SYRIAN REFUGEES: WHERE GULF COUNTRIES?
Tri Hastuti Nur R and Ertika Nanda Communication Department, University Muhammadiyah of Yogyakarta
Abstract
The migration of Syrian refugees to Europe becomes a worldwide attention as there plenty of those refugees. This is humanity tragedy in this century. No wonder this human crisis issue becomes a global issue including in Indonesia. Syrian refugees waving have been blooding Europe. The situation triggered a big question. Whey they didn’t go to Gulf countries as like Saudi Arabia. It is reasonable because in geographic location closer than Europe countries, closer culturally and country. Due to migration of Syrian refugees, mass media both printed and online media intensively covered it. Media started to discuss why Syrian refugees prefer risking their life to escape to Europe instead of going to gulf countries? Refer to Shoemaker and Reese, how the media covered and framed the issue was infuenced by individual factor, organizational policy as well as their ideology. Two local newspapers report different point of view towards how gulf countries take action towards this tragical situation. Kompas online (September 10, 2015 constructed that although Gulf countries such as Kuwait and UEA have donated a considerable amount of aids and that they also have contributed such a considerably support for Syrian refugees in Lebanon, Jordan and Turkey, what they have done are not suffcient compared to what Western countries like Britain and USA have already performed. Kompas online also stated that Gulf countries are attempting to maintain the political stability and it is believed that Syrian refugees will create the unstable condition. However, on the other side, Republika online (September 18, 2015 constructed that in fact as one of the Gulf countries, Saudi Arabia also has donated about 700 million dollars for Syrian refugees. Moreover, Saudi Arabia has also welcomed about 2,5 million Syrian refugees since 2011 and treat them as the same as other Saudi Arabian citizens. This fact is signifcant because Gulf countries have conducted a real action to support those refugees to work and achieve better than living in slum refugees camps. Therefore, by apprehending the two different frames on the same topic, this research aims at fnding out how two different Media construct news pertaining how Gulf countries respond toward Syrian refugees’ problem. Method used in this research is framing analysis using Robert Entmant model. Result of this research is that Kompas online frames Gulf countries fail to open doors and provide assistance to Syrian refugees. Meanwhile, Republika online frames portrayed Gulf countries have done the best that they could to support Syrian refugees. Implication of this research is that in order to understand the reality made by media, we need to know how media capture the fact and construct the news. Result of this research reminds us that every media has its own ideology and its defnition of objective.
Keywords: Gulf Countries Position, Media Framing, Media Policy
INTRODUCTION ee to their neighboring countries such as With no sign of end, four and a half years Turkey, ebanon, ordan, Iraq and gypt of Syrian civil war is intensifying Thousands (UNH R, ) Subsequently, there are of Syrians ee the country every day, and refugees who ee to countries numbers who suffer continue to rise (Fargues in urope (Martine , ) Therefore, as and ealthy, ) More than million there are thousands of Syrian Refugees have people have ed their homes since the start risked their lives to reach Europe or dried of the con ict, most of them women and along the way, many asked what have Gulf children (UNH R, ) In , million nations (Saudi Arabia, U A, man, Bahrain, people are displaced inside Syria the number atar, Kuwait) done to help those refugees of those who ed in neighboring countries has Syrian refugees are the biggest refugee now passed million According to data by population from a single con ict in a generation UNH R, most of Syrian refugees ( ) (UNHCR, 2015) and the biggest humanitarian
Internatonal Conference on Social Politcs 1073 crisis said by a former UN humanitarian chief take in more refugees ( ithnall, ) ithin (D Urso, ) This war is also considered hours it had gone viral becoming the top as one of the ferce wars By une , the trending picture on Twitter under the hashtag UN said 90,000 people had been killed in the #KiyiyaVuranInsanlik (humanity washed con ict However, by August that fgure ashore) (Smith, ) This tragic incident had more than doubled to 191,000 - and encourages more people in the world push continued to climb to , by August , EU and UK to come together and agree to according to activists and the UN (Rodgers a plan to tackle the refugee crisis (Withnall, et all, ) verall, an estimated ) million are in need of humanitarian assistance As U countries try to fnd the best ( HA, ), including million children way to deal with an in u of refugees that (USA for UNH R, ) is unprecedented in recent years, the Gulf Many Syrians are suffered from States have come under growing criticism for adversity including detained arbitrarily, not doing enough to help out (Hurbard, ) regularly subjected to ill-treatment and torture Various opinions emerged regarding the role (Human Rights Watch, 2015), murder, rape of Gulf countries and enforced disappearances, blocking Those who said that Gulf States have access to food, water and health services, helped Syrians refugees claimed that these and targeted for chemical weapons (Rodgers states had received Syrian refugees since et all, ) In addition, Syrian economy is a the war began in It is stated that there wreck four out of fve Syrians live in poverty are 95 per cent Syrians seeking out a meagre and unemployment is over ver , existence in neighbouring countries such as schools have been damaged or repurposed Turkey, ebanon, ordan, Iraq and gypt Nearly 3 months Syrian children no longer Amnesti said these countries were struggling attend class (the economist, ) These to cope with the in u (Al a eera America, severe conditions within the country cause ) Arab Saudi, as one of the most critici ed many Syrian have been forced to move in States claimed this State had received around neighboring countries and even Europe to million Syrians since the start of the achieve a new hope Subsequently, Issue con ict in their country, an offcial source in the concerning Syrian refugee crisis becomes a Saudi Ministry of oreign Affairs (Mo A) has world trending topic in recent time In fact it revealed, elaborating that the Kingdom has became a major debate on US presidential adopted a policy not to treat these Syrians as candidates (msn, ) refugees, or place them in refugee camps “in In 2014, the number of refugees from order to ensure their dignity and safety (Al Syria attempting to reach Europe, including Arabiya News, ) In addition Saudi Arabia through dangerous smuggling routes, has and Qatar have donated funds, food, shelter increased (Human rights watch, ) and clothing to Syrians in Lebanon, Turkey Almost , have died trying to reach urope and ordan (Akbar, ) urthermore, they by sea this year, but hundreds more attempt have donated large sums of money to help the same life-threatening journey with their homeless refugees According to Relief eb, babies and young children every single night the UA has funded an entire refugee camp (Akbar, ) rom many of those dangerous in Jordan which shelters tens of thousands of voyages, there is one accident that shocks Syrians (Akbar, ) the world An accident that made Aylan Kurdi, Nevertheless, some others argue that one of 12 Syrian refugees drowned when the problem lies not with the Gulf states’ trying to reach the Greek Island of Kos leaving generous fnancial support but rather with world with horror feeling (Smith, ) His their lack of willingness to host eeing Syrians face-down in the sand picture has ignited as refugees, while expecting other countries outrage over the continuing humanitarian to do so ( uronews, ) In fact, in total, crisis, sparking calls for the Government to the Gulf States are thought to have given
Internatonal Conference 1074 on Social Politcs over £589m to the aid effort - but it is four who viewed human being as an active human times less than the United States has (Akbar, was Alfred Schut He viewed that people ) urthermore, none of these countries created social reality and were forced by are signatories of the United Nations’ 1951 existing social life and cultural structure of Refugee onvention, which defnes what a their collective ancestral creation ( ) In refugee is and lays out their rights, as well as addition he added that in the world, a human the obligations of states to safeguard them being not only had many aspects of collective Thus, for a Syrian to enter these countries, life, but also a personal aspect According to they would have to apply for a visa, which, in Schutz, social life should be focused on the the current circumstances, is rarely granted dialectical relationship between individual’s (Tharoor, ) Additionally, although, way to build social reality and cultural realities several Gulf States have received Syrian they inherited from their predecessors in the refugees, it was stated that Gulf Nations of social world Saudi Arabia, United Arab mirates (UA ), Furthermore, to explain how actors make Qatar, Kuwait, and Bahrain refused to offer the process of construction of social reality, sanctuary to a single Syrian Refugee (Akbar, present study refers to the thinking of Peter ) Berger and Thomas uckmann In his book As the two opposite opinion above, The Social Construction of Reality, A Treatise Indonesian mass media is also diverse in the Sociological of Knowledge, According in reporting this Issue There are media to Berger, reality is socially constructed that pro and cons with Gulf States role on Social reality was found in everyday life Due helping Syrian refugees Because Indonesia to social phenomenon found in experience is country which has the biggest Moslem of community that continuously proceed populations in the world, the role of Gulf States attention is focused on the forms of living toward Syrian refugees became signifcant In life of society as a whole with all its aspects, this study, the researchers will examine two namely cognitive, psychomotor, emotional different media; Republika Online with Islamic and intuitive (1990: xv) Society as a group and background and Kompas Online which has individuals as members of society according a more national background ach media to Berger always have three processes has associated ideology and politics that namely e ternali ation, ob ectifcation and affect the ow of news they write so framing internalization, which is a dialectic process the news media each may be different on ongoing although not always sequential the same issue Subsequently, these two Hence, in the process of individual media are highlighting the issue from two internali ation, Berger was in uenced by different angles Therefore, this study aimed ob ective reality that e ists in society or to describe about framing the news to those example, when he internalized object, which two portals online on how they describe Gulf begins with interpretation of the object, he States role on helping Syrian refugees was in uenced by what already e ists in mind of ob ect for him to sociali e urther, an THEORETICAL FRAMEWORK important factor that also must be considered Theoretical framework section began in this process is that an individual will identify with a concept of construction of social reality a group that in uential in obtaining sub ectively as a basis on explaining how the process of coherent and plausible identity This process media framing in covering issues resent is not necessarily means that the actor will study is based on a view that humans are simply identify but there is no dialectical not passive creature and their actions are not process takes place within individual when he determined solely by specifed environment is identifying himself environmental in uences A man is an active In internalization process, an individual and actor in facing social reality A human performs externalization process in which he is a free creator in a social world An e pert adjusts himself with socio-cultural world as a
Internatonal Conference on Social Politcs 1075 human product Additionally, e ternali ation person or event, associating against cultural process is a must for human beings because symbols, generali ation, and simplifcation instead of live alone, human beings live in All these aspects are used to create certain a dynamic, changing and highly complex dimensions of the news construction so that environment Actors continue carry out an it becomes meaningful and remembered by externalization through its activities and as the audience social interaction This e ternali ation process Shoemaker and Reese in his book, is based on what has been internali ed Mediating the Messages (1996:60-61), The ne t stage is the ob ectifcation At described that news in the mass media this stage, a social product is in process of in uenced by many factors He mentioned institutionalization, whilst individuals reveal some level in uences namely ideological themselves in human activities’ products that level, extra media level, organizational level, is available to others as an element of the media routines and individual level Individual together world ( ) Moreover, the level or communicators’ characteristics (such most important thing in ob ectifcation is the as gender, ethnicity, and sexual orientation), creation of signifcance that is making signs their personal backgrounds and experiences by humans A sign can be distinguished from such as religious upbringing and their other ob ectifcations as it has an e plicit parents’ socioeconomic status) not only goal which is used as a cue or the index for shape the communicators’ personal attitudes, ob ective meaning values, and beliefs, but also direct the Present study is based on the communicators’ professional’ backgrounds assumption that media constructed the social and experiences (such as whether the reality Media does not only publish events or communicator goes to ournalism or flm issues objectively, but it also has an interest school) These professional e periences in a political event Media constructs social (including those from communication jobs) reality based on its interests; forming public then shape the communicators’ professional opinion urther, mass media conducts some roles and ethics Additionally, professional strategies in forming the public opinion: (1) roles and ethics have a direct effect on use language politics (2) framing strategies mass media content, whereas the effect of ( ) agenda setting function personal attitudes, values, and beliefs on The concept of framing (2002: 186-187) mass media content is indirect, operating is used to describe the selection process and only to the extent that the individuals hold highlight certain aspects of reality created by power within their media organizations media raming is a strategy to put information suffcient to override professional values in the typical context so that certain issues get and or organi ational routines In addition, larger allocations than other issues Related communicators’ characteristics are affected to this framing, Entman viewed framing by several factors such as: backgrounds, in two substantial dimensions, namely experiences, attitudes, values, beliefs, roles, selection of issues and protrude of certain ethics, and power on mass media content aspects of reality issues The protrusion is Another factor which affects news in the process of making the information more media is routines ( ) Routines have meaningful, interesting, or remembered an important impact on the production of by audience Reality which is presented symbolic content They form the immediate prominently is most likely to be noticed and environment within which individual media in uence audiences in understanding a workers carry out their obs If these highly reality In practice, mass media framing is interconnected routines constrain the conducted by selecting a specifc issue and individual, they are themselves functions of ignore other issues using various strategies, constraints The audience has limited time namely prominent placement, repetition, the and attention, the media organization has use of particular label when describing a limited resources, and sources limit and
Internatonal Conference 1076 on Social Politcs structure the material they provide et those engulfed a large home Unfortunately for the routines cannot be completely separated The photographer, his editor found that the image event focus of news, for example, is helpful to had been “staged”; Meadows had suggested the organization in scheduling news but also to the freman that he kneel down by the pool helps the audience in providing a concrete and splash water over his head or this fring focus for the message Many of the same offense” Meadows was suspended without bureaucratic routines that are functional for the pay and publicly humiliated by his paper f media organization are also used by external course, reality is altered by the very nature sources for their own advantage Routines of of reporting it with words and images The news work provide levers that power centers over-reacting Times had to locate and punish on the outside can grasp to in uence content a perpetrator in order to preserve the larger Some metaphors, in fact, describe the press institutional myths about ournalism in society as straitjacketed or handcuffed by its own Both the Meadows and MacDougall cases routines The more powerful sources can help us appreciate that neither paradigms lead members of the press to adapt to their nor ideologies are imposed directly, but are own bureaucratic structure and rhythms ess constituted by the institutional, occupational, advantaged sources must conform to the and cultural practices that make up the media routines if they are to have a chance of mass media In neither the political economy getting into the news nor cultural studies view are ideological Media policies factor is another in uences considered conspiratorial important factor that needs to be considered Ideology is not directed behind the scenes ( ) The primary goal sought by by a top television anchor, a publisher, or a most media organi ations is economic proft board of directors Rather, ideology happens News organizations, in particular, have faced as a natural outgrowth of the way the system growing economic pressures that now play a operates, making it a true, societal, macro greater role in dictating ournalistic decisions level phenomenon with which to conclude our The way organizations are structured hierarchy of in uences in uences content by affecting occupational culture and by determining the degree of METHOD independence media organizations have from This research was based on the larger corporate enterprises, of which so constructive / interpretive paradigm, using many are now a part The growing comple ity framing analysis research methods raming of media conglomerates means that the is a qualitative content analysis method which organizations composing them must now be aims to determine how the perspective or more mindful of their effect on each other, and pandering way used by journalists to select news organizations encounter many more issues and write news urther, framing potential con icts of interest analysis used in this research was Robert The last factor is ideology ( ) ntman analysis model This model used four Like ideology, a paradigm is not static but is elements in analysis ) Defne problems ) continually being renegotiated ike ideology, Diagnose causes ) Make moral udgments the news paradigm contains self-contradictory ) Develop a treatment recommendation oppositional values, such as diversity in the Objects of present research were online news newsroom versus valueless reporting These produced by Republika online and Kompas values must be managed and adapted to online with topic of Syrian refugees which the ideological requirements of the society A was published on September recent case illustrates the same process In the fall of 1993, Mike Meadows, a photographer FINDING AND DISCUSSION for the os Angeles Times, captured an image of a freman splashing himself with water from Based on framing identifcation and a swimming pool In the background, ames analysis on Republika online and Kompas
Internatonal Conference on Social Politcs 1077 online by using Entman model, researcher framed that Gulf countries had provide found that each media had different framing numerous of considerable attempts to support when they framed the same issue of Syrian of Syrian refugees ne of the news entitled refugee The different framing found in the title Saudi Arabia Accepted , Million Syirian of news, metaphor used and the picture they Refugees” (September,14,2015) Republika put to complete the news ntman used four Online stated following statement: elements to identify how media framed the The Ministry of Foreign Affairs of issue n this Syirian refugees issue, Kompas Saudi Arabia announced that Saudi Arabia online frame was that Gulf countries refused has received 2.5 million displaced since the Syirian refugees; meanwhile Republika online beginning of confict Syria on 2011. Syrian constructed that Gulf country have been citizens are not treated as refugees because accepting Syrian refugees and already given they have been given freedom to carry out fund to help Syrian refugees As e amples, numerous activities together with citizens of researcher cited of one of news that Kompas Saudi Arabia. online published on September, , “Syrian citizens have been granted a Kompas online published the news with title residence permit, they are given the right to of Why Gulf Wealthy Countries Couldn’t Do receive free medical care, joining the labour More for Refugees?; Kompas Online stated: market and receive education in schools When Western countries grappling and universities,” said foreign ministry with the most serious refugee crisis since representatives revelation Saudi Arabia World War II, most of them who travel very as reported World Bulletin Monday (14/9). dangerous was coming from Syria, there are deep concerns related to the failure of Arab Constructing the issue, Republika countries oil-Wealthy Gulf to open its doors online put supporting picture in each new for asylum seekers Several of them were as follows: Syria is located close to Arabian Gulf countries, namely Saudi Arabia, United Arab mirates, atar, man, Bahrain, and Kuwait However, over the past few years, Syrian refugees crossed into Lebanon, Jordan, and Turkey, and now they go no further, urope Completing the news, Kompas online put following picture in the news, titled Why Gulf Wealthy Countries Didn’t Much for Refugees? Source: Republika online, September, 14,2015
Source: Kompas online, September, 10, 2015 The picture showed how Europe countries accept of Syirian refuges and how Europe communities were welcoming them hospitality Source: Republika online, September, 29, On the other hand, Republika online 2015
Internatonal Conference 1078 on Social Politcs The next description was written to to frame that Gulf countries had conducted explain how media carried out framing of considerable attempts for Syrian refugees are Syrian refugees issues In this section, titles Being Criticized by the West, Gulf Countries and pictures chosen from both Republika and Deny on Not Helping Migrants and Saudi Kompas online were exhibited to describe Arabia Receive 2.5 million Syrian refugees. the Syrian refugees The phrases that were Two title are how Republika online constructed chosen for article titles by both Kompas that Gulf countries had been attempting more online and Republika online already showed on giving funds and accepting Syrian refugees their support to different side The titles were in the situation as follow: In the other title Republika online - hy the ealthy Arab countries did stressed of the wave refugees eeing to not carried anything substantial for urope was as a backfre The condition was Refugees? caused by a wrong policy conducted by the - urope is Assumed as a Safe lace for West in Syria; with the title Waves of Syrians Refugees Migrants, a Western Backfre; with the picture - hy didn t Syrians ee to the Gulf follows: Countries? From those titles, it is indicated that Kompas online provide more support to uropean ountries Kompas online constructed that Europe and their government such as German and France had a good policy to receive Syrian refugees to stay in uropean countries In the news, Kompas online added statements with question, hy the ealthy Arab countries did not carried anything substantial for Refugees and why Source: Republika online, September, 5, didn t Syrian ee to Gulf countries 2015 On contrary, Republika online had different framing on Syrian Refugees case Other articles in Republika online which Titles used indicated that Gulf Countries had indicated more support to Gulf countries been carrying out considerable support for in responding West Critics were as follows: Syrian refugee Titles in Republika nline Being Accused of Rejecting Syrian Refugees, were as follows: Here is Saudi Arabia’s Defense; Saudi Offers - Middle East Countries Participate in Help on Building Mosque, Germany Reply with Supporting Syrian Refugees Sarcasm and Saudi Offers to Build mosque, - Being Criticized by the West, Gulf Germany Reply with Satire Responds. Countries Deny on Not Helping Migrants Furthermore, these were the pictures: - Waves of Syrians Migrants, a Western Backfre - Saudi Arabia Receive million Syrian refugees - Being Accused of Re ecting Syrian Refugees, Here is Saudi Arabia s Defense - Saudi ffers Help on Building Mosque, Germany Reply with Sarcasm - Saudi ffer ake mosque, Germany Reply with Satire Respond Source: Republika online, September, 21 A title published in Republika online 2015
Internatonal Conference on Social Politcs 1079 In this section, several points were atar and Kuwait) were located in south discussed to indicate the framing of each Syrians should cross ordan and Iraq to media concerning the issue: reach Gulf Countries which means those a. Considering Gulf countries’ location countries are not located near Syria as which is close with Syria, did Gulf what Kompas nline claimed Countries Responsibility on helping Syrian Refugees should be greater? In discussing this issue, Kompas online wrote: “Syria’s location is close to Gulf countries, namely Saudi Arabia, United Arab Emirates, Qatar, Oman, Bahrain, and Kuwait. However, over the past few years, the Syrian refugees prefer to cross into Lebanon, Jordan, and Turkey “.
This phrase was written in the article “Why the Wealthy Arab Countries did not carried out considerable attempts for Syrian Refugees?” and repeated in Figure 2 Middle East map (Worldattlas, another article entitled “Why Syrians 2015) do not fee to Gulf Countries?“. This phrase might be written to emphasize On the contrary, Republika online the minimum role of Gulf ountries wrote in article titled “Waves of Syrian Nevertheless, this statement was less Migrants, a West Backfre”: precise because geographically, Syria “Waves of Syrian refugees had pre- lies closer with Lebanon, Jordan and viously been fooded neighbouring Turkey than Gulf countries In addition, countries such as Lebanon and Jor- contrary to the statement, those dan. However, these countries had refugees did not have to cross any sea too many refugees and therefore de- to reach those neighbouring countries cided to close their border (because Furthermore, Kompas online also did not they could not provide helps to more discuss Israel’ role on Syrian Refugees incoming refugees and that the hu- considering the fact that Israel’s location manitarian aids were dwindling). is closer to Syria than Gulf ountries Phrase written in this paper indicated In fact, Israel refuses to open its door the clearer orientation of the region, to Syrian refugees Syria s border is which countries are Syria s neighbour Lebanon, Mediterranean Sea to the In addition, this phrase also implied that west Meanwhile, Turkey is Syrian border the reason of why those refugees ed to to the north, Iraq to the east, ordan to urope became make sense In order the south and Israel/ Palestine to the to get to Europe, they did not have to west It can be indicated from this map cross other countries borders (Iraq and that contrary with what Kompas online Jordan) which full of Syrian refugees wrote, Syria’s location with Gulf countries and just crossing the sea (although this location is not close and separated by choice is also dangerous) Thousands other countries of refugees attempted to fnd a new hope Following is the complete map of by living in a place that is far away from Middle ast Gulf countries (Saudi Arabia, their home country United Arab mirates, man, Bahrain,
Internatonal Conference 1080 on Social Politcs b. Do Gulf States Refuse to Accept countries in urope Additionally, Syrian Refugees? How Many Syrian Saudi Arabia also treats them properly Refugees who reside Abroad? as its citizens and gives them opportunity According to Kompas online, to work and earn education According to indeed Gulf countries refused to accept Republika online, Royal decree in 2012 refugees because they want to maintain has instructed public schools to accept the political stability as they believe Syrian students and the public schools that refugees would cause instability in this country had received more than Although Kompas nline admitted that Syrian students (according to Gulf countries claimed that they received government statistics) urthermore, Syrians and treated them as their own Syrians are granted residence permit and citizens, this action was not the same given the right to receive free medical with accepting refugees According to care, joining the labour market and Kompas online (which citing from the attending schools and also universities western media), there was a signifcant In Republika Online article, it is also difference between accepting refugees stated by a professor in U A, that Gulf and receiving labour force Additionally, countries also have received more than Kompas online (in its article “Why the Syrian refugees in the past three Wealthy Arab countries did not carried years He claimed that estern Media s anything substantial for Refugees?”), accusation toward Gulf countries were also claimed that the six Gulf monarchies wrong It was claimed by Republika on were never signed the international their news that Gulf countries also had convention on the rights of refugees received refugees from 2011 contrary and people who do not have citizenship, to European countries who had just whereas European Union is very kind- start receiving refugees since past few hearted to refugees But urope was not years and culminated in et, by alone The United States and Australia receiving refugees that only a quarter were also claimed by Kompas online as from number of refugees in Saudi Arabia, other generous countries because it was European Union and other western written in Kompas that Australia would countries claimed as if they had done accommodate , Syrian refugees everything They became very busy on Whilst, Kompas online added that Syrian holding conferences, conducting press refugees faced diffculties in seeking release, discussing of what to do to asylum in the Gulf countries because those refugees, blaming other countries offcially, the Syrian people could apply etc while, gulf countries help Syrians in for a tourist visa or a work permit to enter a silence the Gulf countries However, the cost was very e pensive In addition, Kompas c. Gulf Countries’ Humanitarian Aids for also wrote that there is an unwritten rule Syrian Refugees. that limits the Syrian citizens to get a visa On this issue, Kompas online Nevertheless, Republika Online claimed on its news entitled “Why the stated in its article titled “Saudi Arabia Wealthy Arab countries did not carried Receive 2.5 million Refugees” that Saudi anything substantial for Refugees?” Arabia as one of the Gulf countries has that indeed Gulf countries (Kuwait and received million Syrians from the UA ) provided humanitarian aids to beginning of the war This number is four Syrian refugees However, the amount times higher than the number of Syrian of aids given by Gulf countries was still refugees who reach European countries less compared to United States and ( refugees) and those fve hundred United Kingdom s contribution In the thousand refugees were still divided into same article, Kompass online claimed
Internatonal Conference on Social Politcs 1081 that funds given by Kuwait was 800 Assad Although involved in the war, million dollars whilst the UA was both countries refused to accommodate US dollars hereas, the UK s gave Syrian refugees In fact no one critici e billion dollar whilst US billion In them this article, Saudi Arabia s aid was not This implied that these two countries mentioned hrases that were used in should have taking a role in accepting Kompas Online tended to blame the Gulf Syrian refugees as a result of their ountries and simplifed the case that contribution in increasing the number of the Gulf state did not conduct anything Syrian refugees Moreover, according useful for Syrian refugees to Republika Online in its article On the other hand, Republika entitled “Waves of Syrians Migrants, a Online wrote in its article entitled “Being Western Backfre“, Europe should also Criticized by the West, Gulf Countries be responsible for the Syrian con ict Deny on Not Helping Migrants” that because this war was part of Western although there were no large scale policy in the Middle East and Europe’s reports by the media, Gulf Countries failure to resolve the con ict in Syria had contributed signifcant amount of On contrary, Kompas online did aids to Syrians through humanitarian not discuss specifcally about any other organi ations since Unfortunately countries that should be responsible Republika Online did not mention for the settlement of the Syrian con ict how much the aids they contributed to They tend to minimize discussion of Syrians In addition, in its article entitled Countries involved in the Syrian war and “Saudi Offer Wake mosque, Germany further highlight what they believed as Reply with Satire Respond” Republika minimum role of Gulf Countries towards nline also claimed that Saudi Arabia Syrian refugees This confrmed the use proposed to help building mosques of framing in the news because Kompas for Syrian refugees in Europe, in spite Online selected the information to be of the sarcasm respond by European written and prefered to accentuate the politicians Gulf countries error
d. Who is the Actor behind Syria’s e. The Use of Languages and Images War? Why do they do not take any In Kompas Online article entitled responsibilities? “Why Syrians did not fee to the Gulf Republika Online on its article cited Countries”, Kompas Online disclosed a political science professor at King a cartoon meme that indicated an Saud University in Riyadh s statement unwillingness of Gulf Countries in In the article entitled “Being criticized by receiving Syrian refugees the West, Gulf Countries Deny on Not Helping Migrants” he asked: “Why people only question about Gulf countries role? Why don’t they question about who is behind this crisis, who created a crisis?
It was because at the time the news made, there were two foreign countries involved in Syrian civil war: Iran and Russia Both countries were very supportive to one of the con icting party Syrian President Bashar al-
Internatonal Conference 1082 on Social Politcs In the same article, the compass also Diagnose Gulf countries did The number of refu- used direct quotation from one of social causes not open the door to gees continues to grow any Syrian refugees as the war did not show media users in protesting Gulf Countries therefore they flee to any sign of end. Thus, is Europe. some of refugees need to find a new hope in a place “Why do they run away from the that is far away from their territory of our Muslims brothers who country. should be more responsible, rather Make moral Gulf countries were Gulf countries eager judgment arrogant, hands-off, did to help refugees and treat than feeing to other countries which not provide sufficient them as citizens of their they refer to as Kafrs’ territory ‘? help to Syrian refugees. own countries. “followed by” I swear in the name Treatment Gulf countries Gulf countries and recommenda- would accept Syrian European Union work of Allah the Mighty, the Arabs tion refugees. together in addressing themselves are the Kafr”. Syrian refugees with each own capacity. This quotation confrmed the INFLUENCES FACTORS ON REPUBLIKA Kompas Online’s allegations against AND KOMPAS Gulf countries by indicating that they did not care about humanity In addition, When media frame certain issues; the phrase kafr was regarded as an media is in uenced by several factors expression of racism against other groups Refer to Shoemaker and Reese, there are which indicated degrading meaning et, many factors of in uencing media framing the meaning of kafr term in Islam was as like ideological level, extra media level, only a name for non-Muslims without any organizational level, media routines and further meaning individual level In this case ideology is a factor In contrast, Republika Online always that greatly contributes to the formation of the put the Gulf Countries as countries that two media framing Kompas nline is media had a heart and humanity Republika which based on the liberal pluralist ideology Online expressed it in its article entitled This media widely quotes western media for “Saudi Arabia received 2.5 million Syrian granted, because it is in conformity with their refugees” There, it was written that Gulf ideology Meanwhile, most of the western countries have received Syrians media always puts Islam, Islamic states and in the past few years In addition, Saudi Middle East Countries with a negative point Arabia as one of the Gulf countries also of view Additionally, in reporting on this issue, allows Syrians to stay in the country and Kompas Online reported that the Middle East, treat them as citi ens Syrian refugees especially the Gulf Countries is deemed to not are given the opportunity to attend contribute signifcantly to Middle ast problem school, get free medical care, and work mainly on refugees Syria n the one hand, Thus, summarizing all the framing Kompas Online which are often judged by according to Robert Entman, following is Indonesians as a neutral media have shaped a framing of the two media in the role of public opinion that the Gulf Countries were Gulf ountries towards Syrian refugees incompetent in handling the Syrian refugees problem urthermore, discussing of Middle Table. 1. East problems in which Israel is part of the Framing of Syirian Refugees : Republika region, there are no media which mention and Kompas Comparison anything about Israel In fact, this country Kompas Republika refuses to open the door for Syrian refugees Online Online Kompas Online which conforms the western media keeps blaming Gulf and other Moslem Define prob- Gulf countries failed Gulf states have lems to help the Syrian refu- attempted to help Syrian countries of any problems in Middle East so gees seeking protection refugees as much as they that this world indirectly accusing Muslims and shelter. can. as the source of terrorism Republika online
Internatonal Conference on Social Politcs 1083 is a faith based media, namely Islam n the hildren are Trapped by ar in Syria other hand, Republika certainly put a bigger Huftington Post. Retrieved from http:// proportion of Islamic associated issues and www huffngtonpost com also use an Islamic perspective in each of their syria war children n html reporting, including the reporting on the role of Eriyanto (2002), Analisis Framing, Konstruksi, the Gulf ountries in helping Syrian refugees Ideologi, dan Politik Media, LKiS Therefore, in discussing this issue, Republika Yogyakarta online tend to defend Gulf ountries Republika online puts Gulf countries as uronews ( , ctober ) hy Aren t Islamic representation in the world In addition, Gulf States Welcoming Syrian this media has been put their positioning in Refugees or Are They Euronews. Indonesia as represent of Indonesian moslem Retrieved from http www euronews as well as refer to Gulf country related on com/2015/09/30/why-aren-t-Wealthy- media policy when case or events happened gulf-states-welcoming-syrian- in Gulf country refugeesor-are-they/ argues, hilippe hristine and ealthy CONCLUSION ( ) The uropean Response to Kompas online and Republika online the Syrian Refugee Crisis – What represented of “Gulf role on Syrian refugees” Next?, MPC RR 2012/14, Robert issue in in the different frame Media has the Schuman entre for Advanced position of creating public opinion, they always Studies, San Domenico di Fiesole insert their view, ideology in their news In this ( I) uropean University Institute case, these two media use framing strategies Retrieved from http cadmus eui eu by selecting some facts to be highlighted and handle/1814/24836 neglect other facts that are not fruitful for George Ritzer dan Douglas Goodmen, Teori supporting their point of view Sosiologi Moderen, Prenada Media, Therefore, readers should understand akarta, , hal that the facts presented by media are not only ust the way they are But readers also need Hubbard, Ben ( , September ) Gulf to know each media s ideology Hence, they Nations Are ritici ed for Tepid will be wiser on understanding news from Response to Syrian Refugee risis media In addition, readers should learn the The New York Times. Retrieved from http www nytimes com fact more comprehensively so that they will world/gulf-monarchies-bristle-at- not be in uenced right away whenever we criticism-over-response-to-syrian- read news from media Moreover, readers refugee crisis html r should investigate any interesting issue comprehensively from many sources to get Human Rights atch World Report 2015: more balance information Human Rights Watch. Retrieved November rom https REFERENCES www hrw org world report Al a eera America ( , une ) country-chapters/syria World’s Response to Refugee Crisis Martine , Michael ( , September ) a ‘Shameful Failure’ Rights Group Syrian Refugees: Which Countries Says Al Jazeera America Retrieved elcome Them, hich nes Don t from http america al a eera com CNN Retrieved from http edition articles/2015/6/15/amnesty-urges- cnn com world welcome world-to-take-more-responsibility-for- syrian-refugees-countries/ refugees html MSN ( , November ) Syrian Refugees D Urso, oseph ( , March, ) Millions of Become Hot Topic ideo
Internatonal Conference 1084 on Social Politcs posted on http www msn com en UNH R ( ) UNH R Total number us/lifestyle/watch/syrian-refugees- of Syrian Refugees Exceeds Four become-2016-hot-topic/vp-BBnbtvl Million for the irst Time UNHCR. Retrieved from http www unhcr HA Syrian Arab Republic: United org d d html Nations offce for the Coordination of Humanitarian Affairs. Retrieved UNH R ( ) Stories from Syrian November , rom http www Refugees Discovering the Human unocha org syria aces of a Tragedy UNHCR. Retrieved from http data unhcr org eter Berger dan Thomas uckmann, syrianrefugees syria php Tafsir Sosial Atas Kenyataan, LP3ES, ogyakarta, , hal v USA for UNH R Syria: USA for UNHCR, the UN Refugee Agency. Retrieved Rodgers, ucy David Gritten, ames ffer November , rom http www ( , ctober ) The Story of the unrefugees org where we work syria on ict BBC News Retrieved from http www bbc com news world ithnall, Adam ( , September ) middle-east-26116868 If These Extraordinarily Powerful Images of a Dead Syrian Child Shoemaker dan Reese ( 1996); Mediating ashed up on A Beach do not hange The Message, Theories of Infuences urope s Attitude to Refugees, hat on Mass Media Content, Longman Will? Independent. Retrieved from ublishers, USA http www independent co uk news world/europe/if-these-extraordinarily- Smith, Helena ( , September ) powerful-images-of-a-dead-syrian- Shocking Images of Drowned Syrian child-washed-up-on-a-beach-don-t- Boy Show Tragic light of Refugees change html The Guardian. Retrieved from http:// www theguardian com world FIGURES/ GRAPHS: sep/02/shocking-image-of-drowned- syrian-boy-shows-tragic-plight-of- orldatlas ( ) Middle ast Time refugees Zone Map orldatlas Retrieved December rom http www The conomist ( , une ) Syria s worldatlas com webimage countrys Humanitarian risis The Economist. asia metimes htm Retrieved from http www economist com blogs economist explains/2015/06/economist- explains-6
Internatonal Conference on Social Politcs 1085
EFFECTS OF KOREAN DRAMA IN AUDIENCE EXPECTATIONS ABOUT INTIMACY IN ROMANTIC RELATIONSHIP
Sekartaji Anisa Putri and Dorce Dorothy Fiscarisa [email protected] Pancasila University
Abstract
Popular media such as romantic drama can make viewers entertained and felt the emotions. On the other hand, romantic drama can make viewers unhappy. It happened because they are not satisfed with the relationship they had in the real world, comparing to the relationship shows in the popular media (Shapiro & Kroeger, 2007). This research aims to fnd out how the audience interpret the values of intimacy in romantic relationships that exist in the Korean drama, My Love From The Stars. Are the interpretation make audiences expecting some kind of intimacy that they want to have in real life? This research is a qualitative descriptive with analysis receptions method. Five informants considered as Korean drama lovers who had been watching the drama My Love From The Stars and involved in a romantic relationship describes their interpretation and reception of intimacy exist in the drama. The result shows four out of fve informants are in dominant position, one respondent is in negotiated position in interpreting intimacy values. Signifcation carried by four informants make them have expectations, while the other one does not have any expectation.
Keywords: Korean Drama, Drama Effect, Intimacy Expectations, Reception Analysis, Popular Media.
INTRODUCTION AGB Nielsen Korea The average rating of the South Korean pop culture massively entire episode of this drama stands at 24%, hit the world, especially in Asia Ranging as the second most popular television show from music, makeup, clothing, to drama nationwide in South Korea Besides popular in Korean dramas became so popular with the Korea, this drama also popular in Indonesia development of the pop culture There are Indonesian residents, especially young various genres of Korean dramas spread in women who love Korean drama watching the market Romantic drama is a dominant this drama through the website by streaming genre in the Indonesian market The number In one website called gooddrama com, My of Korean romantic drama series that Love from The Stars is in the favorites list of screened on national television shows their the most watched movie This drama is also popularity in Indonesia Some T stations broadcast on the national television station like Indosiar, Rajawali TV, SCTV, B-Channel, homeland, called R TI Trans 7, RCTI, NET TV, and Trans TV airing In My Love from The Stars storyline Korean dramas More than Korean drama there are a lot of romantic scenes between was aired in in Indonesia One of Do and Cheon Min Joon Song Yi considered Korean romantic drama that was so popular intimate ith the variety of intimate romantic called My ove from The Stars The drama is scenes in the drama, it would have caused also known by the title of You Who Came from certain effect to audiences who consume the Stars, it tell about the love relationship such drama, as found in Salam (2012) between Do Min Joon, a man who is an aliens research Salam ( ) research found that coming from the comet and Cheon Song Yi, drama could affect audience behaviour a top Korean actress This drama has twenty Intimacy is closeness between one individual one episodes in total plus a special episode to another, distance is one factor in uencing This drama fans lined up from South Korea to the kind of intimacy according expectancy Indonesia In South Korea alone, this drama violations theory by udee Burgoon There has a high rating based on the research of are four types of intimacy, cognitive intimacy,
Internatonal Conference on Social Politcs 1087 experiential intimacy, emotional intimacy, and audience romantic relationship Shapiro se ual intimacy All of this kind of intimacy Kroeger (2007) says that the popular media e ist in My ove from The Stars The value products in uence the affective aspects of of intimacy is largely more visible from non- the audience The more often audiences verbal communication However, verbal exposed to popular media products communication may also indicate intimacy containing romance became less satisfed A research conducted by oan Shapiro with their intimate relationships (Shapiro and and Lee Kroeger (2007) showed that Kroeger, ) Segrin and Nabi ( ) individuals who are more often exposed to and Cailin (2010) says that the popular media the popular romantic media either single products in uence the cognitive aspects of or already married have unrealistic beliefs the audience ailin ( ) research showed about intimate relationship omen who had when the audience watching television been married became less satisfed with their program, the program may affect their intimate relationship as a result of taking a e pectations of an interpersonal relationship romantic popular media This research is in Segrin and Nabi (2006) research showed that the journal titled Is life just a romantic novel? the romantic television program related to the The relationship between attitudes about audience e pectations about relationships intimate relationships and the popular media Based on the several research above, it is The fndings of this research shows there are interesting to fnd out the impact of watching problem out there in the community because Korean drama in romantic relationship It is of romantic media more interesting because Korean pop culture Popular media containing romanticism currently hit in Indonesian society Moreover, turned out to be bad for the audience, shows Salam (2012), Sari (2014), and Pradhaning in Shapiro and Kroeger ( ) research (2013) research states that Korean drama With this we come to know that the media had in uence audience behavior Korean not only have positive impact, but also have drama affects audience how to dress neInformant ve impact Korean drama My according to theresearch above Salam Love from The Stars is a popular media (2012) research also found that Korean products containing romanticism Because dramas affect audiences lifestyle, including the Korean drama titled My Love from The how to communicate and interact Stars is a media product that contains the romanticism, this research want to examine AUDIENCE EXPECTATION what impact caused by watching the drama in Expectancy violations theory says that Indonesian audience individuals will have when communicating Most of this drama plots contains with others, this theory developed by Judee intimacy in romantic relationship between Do Burgoon and her association since Min oon and heon Song i Intimacy shows Expectancy Violation Theories (EVT) suggest by nonverbal communication can give birth that people hold expectations about the to some e pectations according to Burgoon nonverbal behavior of others (West & Turner, This research aims to fnd out how audiences ) Non verbal communication is interpret the values of intimacy in romantic done by other individuals taking a large role relationships that exist in the My Love From in bringing one s e pectations Someone will The Stars drama Are the interpretation make interpret distances between himself with his audiences expecting some kind of intimacy interlocutor who then raises e pectations that they want to have in real life? Studies on the distance or the use of space by individuals called pro emics According to IMPACT OF POPULAR MEDIA PRODUCT dward Hall, pro emics divided into four ones TO AUDIENCES Namely intimate distance, personal distance, Several previous research shown that social distance, and public distance Intimate the popular media products has in uence in distance exist in a range encompassing 0 to
Internatonal Conference 1088 on Social Politcs inches ersonal distance e ist in a range From The Stars can make the audience has encompassing 18 inches to 4 feet, reserved expectations as shown in the drama when they for family and friends Social distance e ist in are confronted with their partner Semblance a range encompassing 1 to 12 feet, reserved of closeness relationship held between the for more formal relationship such as co- two players in the drama and the audience workers ublic disstance e ist in a range with their partners making the possibility of encompassing 12 feet and beyond, reserved the same interaction becomes high thus, for every formal discuccions such as between the audience can study the interaction in the professor and students in class (West & drama Interaction that audience learned from Turner, ) drama My Love From The Stars will bring up Expectancy Violations Theory is rooted an expectation next when they are dealing in how messages are presented to others with a partner and the kinds of behaviors others undertake during a conversation In addition, three INTIMACY IN ROMANTIC RELATIONSHIP assumptions guife the theory: According to Brehm (in Karney, ) pectancies drive human interaction romantic relationship is also an intimate pectancies for human behavior are relationship Romantic relationship is how a learned person perceives changes such as reciprocity eople make predictions about nonverbal relationship, emotional relationship, and behavior ( est Turner, ) erotic relationship, which is going on Expectations that appear on an individual between them Sternberg ( ) says that to another individual can be positive or there is intimacy in a romantic relationship neInformant ve pectations become Intimacy is usually described in terms of neInformant vely or positively in uenced connectedness, relatedness, bondedness, or by several factors, like: a desire to establish an intimate relationship Individual communicator factors gender, Two defnitions of the e perts stated that a personality, age, appearance, reputation romantic relationship is declared an intimacy Relational factors prior relational history, in romantic relationships Intimacy is a status differences, levels of attraction process – not a thing, it takes place over time and liking and is not stagnant (http www counseling u onte t factors formality informality, edu cwc types of intimacy asp ) Intimacy or social/ task function, environment closeness is a process that occurs in a given restrictions, cultural norms (Burgoon & period of time and are dynamic Intimacy is Hale in est Turner, ) the process of mutual self-revelation that This theory says that the emergence inspires us to give ourselves completely to of expectations on a person’s behavior is another person in the mystery we call love learned Individuals can learn them from (Kelly, ) Sternberg ( ) seeing other individuals interact, either suggested elements of intimacy as follows: directly or indirectly e can see a variety of A desire to promote the welfare of the direct human interaction in daily activities loved one Interactions between individuals that we are periencing happiness with the loved witnessing indirectly can we see through the one scenes in the drama and in the video footage High regard for the loved ones By looking at it, the individual can study the Being able to count on the loved one in behavior of other individuals So that when times of need an individual will experience the events that Mutual understanding with the loved one are similar to the scenes they have seen Sharing of one s self and one s before, expectations may arise in accordance possessions with the loved one with the scenes they had witnessed Intimate Receive emotional support from the and romantic scenes in the drama My Love loved ones
Internatonal Conference on Social Politcs 1089 Intimate communication with the loved examines how audiences interpret a media one products they consume The assumption in aluing the loved one in one s life the theory of reception analysis is that there From elements of intimacy that already will be no effect without a meaning Reception mentioned, there are different aspects of analysis is an approach that tried to examine in intimacy that divides into several types depth how the actual processes through which Intimacy is divided into four types based on its the media discourse assimilated with various shape irst, intimacy cognitive or intellectual discourses and cultural practices audience intimacy This cognitive intimacy is intimacy in Methodologically, reception analysis refers which two people exchange ideas, share ideas, to a comparison between textual analysis of like the similarities and differences between media discourse and public discourse, which their opinion, and mutual understanding If results interpretation refers to the context, two people can do things above open and such as cultural setting and context for the comfortable, they can be very intimate in the content of other media (Jensen, 2002: 135- intellectual aspects The ne t type of intimacy ) is e periential intimacy or actvity of intimacy The reception analysis proposed and This kind of intimacy occurs when two people developed by Stuart Hall Audience is a ma or engage in non se ual activity together They concern in this theory Hall said that wrong can be just a bit in a word, do not share many if you make assumptions about audience thoughts and feelings, but so consistent in opinion, because the audience who consume doing the activity An e ample is when the media products are different individuals couple cooking or eating together, although They have different backgrounds, different the couple did eat cooking activity or activity environment, and different demographics without conversing intimacy is happening Hall argues that although the purpose of when they do those activities together majority text is to gain acceptance from The third intimacy is emotional intimacy, audience, audience can interpret it differently where two people can comfortably share their (Baran and Davis, ) There are feelings with each other hen a person to three types of reception by the audience, the empathize with the feelings of others and try dominant position, negotiated position, and to really understand and be aware of people’s opposite position feelings, it is also an emotional intimacy ast Dominant position occurs when the type, se ual intimacy This kind of intimacy audience agreed with the values of meaning includes all sorts of sensual activities such as which is described in a te t Negotiated hugging and kissing, and not only in the form position occurs when the audience to form their of sexual intercourse (http www counseling own interpretation of the te t The audience u edu cwc types of intimacy asp ) That interpret the signifcance of the te t is slightly sexual intimacy activity need a close dictance different from the dominant meaning ounter which told by Edward Hall, the more closer Reception or opposite position occurs when the individual with another they will get into the audience interpret value of X which turns intimate distance Moreover, if there is no out completely different from the dominant distance between individuals, because position (Baran and Davis, ) intimate distance exist between 0-18 inches In this study, we will show how ( est and Turner, ) audiences interpret the values of intimacy that e ist in the drama My ove rom The Stars METODHOLOGY Will we see any scenes that are considered This research is qualitative descriptive intimate Then we will e amine whether they research with analysis receptions as method interpret these scenes in a dominant position, negotiated position, or opposite position The Reception Analysis values of intimacy will be examine is: the value Reception analysis is a study that of cognitive intimacy, experiential intimacy,
Internatonal Conference 1090 on Social Politcs emotional intimacy, and se ual intimacy others Korean pop culture Informant is a 27 years old woman who had been working, Table 1.0 Informant in a romantic relationship, and love Korean Informant Status Relationship Fans Status Age Occupation dramas Informant s romantic relationship Period still dan have been goin on for years Informant 1 In a relationship 1 years 8 K-Drama Lovers 19 C o l l e g e month Student Informant is a years old married woman Informant 2 In a relationship 2 years K-Pop and 19 C o l l e g e Her marriage have been going for one year, K-Drama Lovers Student working as a lecturer, and love Korean Informant 3 In a relationship 7 years K-Wave Lovers 19 C o l l e g e Student dramas Informant is a years old married Informant 4 In a relationship 3 years K-Drama Lovers 24 C o l l e g e woman Her marriage have been going on for Student two years, working as an employee, and love Informant 5 In a relationship 9 years K-Drama Lovers 27 Employee of Korean dramas Informant 6 Married 1 years K-Drama Lovers 28 Lecturer
Informant 7 Married 2 years K-Drama Lovers 29 Employee ANALYSIS: WHEN THE AUDIENCE WATCHING MY LOVE FROM THE STARS DRAMA Informant 1. Audience Interpretation about Informants in this research is seven Intimacy in Romantic Relationships women had been watching the drama My Love Shows in My Love From The Stars From The Stars and in romantic relationship Intimacy in romantic relationships with a partner of the opposite se can be seen in terms of cognitive, Seven women informants describe affective, e periential, and se ual Seventh their reception on the drama My Love female informants above describes their rom The Stars they watched Informant interpretation about intimacy values that exist 1, Informant 2, Informant 3, Informant 4, in drama My ove rom The Stars Informant Informant 5, Informant 6, and Informant 1 and Informant 2 interpret the kissing scene 7 is women who have differences in age, between the main characters as intimacy occupation, relationship status, relationship For them, when the main characters is period, and interest in Korean pop culture in close distance such as holding hands, Judith is a 19 years old college student who hugging, kissing, and sleep next to each is in a relationship Informant romantic other is an intimate action The value of this relationship still and have been going on for intimacy is considered as sexual intimacy year months She likes Korean dramas that is in uenced by the distance between recommended by her friends Informant is individuals pectancy violations theory a 19 years old college student who is in a state intimate distance exist if one are at a relationship Her romantic relationship still distance of 0-18 inches from the other (West and have been going on for years ove the and Turner, ) Korean pop culture from music and drama Five other informants apart Informant 2 korea and Informant 1 also in line with Edward Hall Informant 3 is a 19 years old college statement, that the more close the distance student who is in a relationship Her romantic between indivual the more intimate they relationship still and have been going on are They admit that in terms of the physical for years She likes Korean pop culture contact the more closer the distance between and actively follow the development of the individuals or even if there is no distance pop culture from all aspects Informant is between individuals when making physical a 24 years old college student who is in a contact, the level of intimacy will be higher relationship Her romantic relationship still Informant 7 interpret the scene when the and have been going on for years Informant main character of women asleep in the room likes and lows the development of Korean of leading man as intimate thing, in this case drama, though not follow the development of Informant 7 interpret intimacy as physical
Internatonal Conference on Social Politcs 1091 contact associated with se ual activity or the woman grieve Again, according to the Informant 1 and Informant 2 intimacy in this informant interpretation in line with intimacy drama shows the romance of the majority elements said by Sternberg (1986:121), of Korean society in general, but Informant there is a mutual understanding of each 1 said that physical contact such as kissing other Besides Informant , Informant and is not appropriate to do during courtship and Informant 2 also interpret the scene when the incompatible with Indonesian culture In this men treat the women when she is sick as an case Informant 1 is in the negotiated position intimacy It is one element of intimacy that because she interpret the scene compromised Strenberg (1986:120) said, desire to improve by the cultural values she believes the welfare of loved ones as well as reliable Informant 5 and Informant 3 said that the or being able to count on It shows that he is scene where the male lead rescue the female trying to alleviate the diffculties of the woman lead who was in distress or danger is intimate so that she will feel better They interpret it as intimacy because the Informant 4 interpret the scene when leading man is always there for the women the women always thinking and waiting for This corresponds with the element of intimacy the male players to come back as one form of Sternberg (1986:121) said, Being able to count intimacy In this scene there is lies cognitive on the loved one in times of need Informant intimacy and emotional intimacy, because it and Judith said that the scene when the men involves thinking and feeling periential saved the women from huddle of journalists intimacy seen in this drama is also interpreted is very understanding of him, that is intimacy by fve informants periential intimacy is the This concept was in line with one element of kind of intimacy that can be seen from how intimacy Strenberg (1986:121) said, there is synchronous individual activities with other a mutual understanding with the loved one In individuals Seventh informants stated that this scene beside the understanding from the the male players and female players looked in man, it is also indicate that the man can be sync while doing various activities featured in relied upon in diffcult circumstances This kind the drama, such in to prepare meals scenes, of intimacy is cognitive intimacy that involves eat together scenes, and watching together aspects of thinking Besides, this scene scenes also includes emotional intimacy because Other experiential intimacy recognized it involves feelings of worry and needs to by informants is when the male cast and protect from the man The male lead help female cast wearing the same color the women when she is in diffculty or danger According to them when couples who are in conditions The third of the informants agree a romantic relationship to wear clothes of the that understanding is an aspect of intimacy in same color is a sign of intimacy Informant romantic relationship It is also in accordance aware that the more closer relations between with Sternberg (1986: 120-121) element of the two players in the story, the color of their intimacy that said: mutual understanding clothes increasingly harmonious According withthe loved one and being able to count on to Informant 1 and Informant 3, intimacy the love ones in times of needs of the two cast also visible from the scene Informant 6 interpret holding hands, when they frequently visit one another place hugging, kissing, and the scene when the to stay with each other and communicate leading man caring for the female lead when intensely Informant also stated that in she is sick as a form of intimacy She did not terms of communication through chat alone, just interpret intimacy as physical contact, but their intimacy is visible Besides verbal also as a form of understanding of feelings communication, Informant 3 and Informant 2 towards the couple She said that the two main said that the face-gaze scene of a non-verbal players are highly in emotional intimate, they between the main character also shows mutually understand one another s feelings intimacy These activities are activities The example is the man know what cause that show the intimacy of experiential and
Internatonal Conference 1092 on Social Politcs in accordance with the intimacy elements drama Similar with Informant , Informant Sternberg (1986) states, communicate did not have any expectations for her partner intimately to change ther informants named Informant According to these seventh informants, 6 said that she did not have any expectations the intimacy shows in My Love From The for her partner after watching this drama, she Stars not only demonstrated through physical says that the romantic scenes from drama contact so for interpreting inctimacy is not comes to mind, but she realized that the always viewed from the distances between reality is not like drama So she does not mind the two characters Se ual intimacy are her partner to change or doing such a thing less shown in this drama compared to shown in the drama the cognitive, emotional, and experiential Fourth informants, Informant 1, intimacy The informants stated that they can Informant 2, Informant 5, and Informant 3 feel the the players emotions so that they have expectations that they wish to achieve can feel such a strong emotional intimacy intimacy with their partner The e pectations being showed The informant interpret the are on the intimacy of cognitive, emotional, scene in drama ft Sternberg ( and e periential Se ual intimacy shown in 121) elements of intimacy, it is expressed by the drama My Love From The Stars did not mutual understanding and being able when a make informants wanted a kind of intimacy loved one is in need verall, all informants in their romantic relationship, all informants liked the intimacy in romantic relationships interviewed no one has the expectation of shown in the play and interpret the intimacy se ual intimacy with their partners Informant as cognitive, emotional, experiential, and 3, Informant 5, Informant 1, and Informant 2 se ual The informants also interpret intimacy said that they had expected to have a level of in accordance with Sternberg elements of intimacy in romantic relationships as shown in intimacy nly the interpretation position the drama, but not the se ual intimacy They of the informants were different, there is say the cognitive and emotional intimacy in negotiated position and dominant position this drama is so strong that made them look Informant 1 is in a negotiated position, forward to having it with their partner At frst while six other informants are in a dominant they imagined the scenes, then they begin to position, because they interpret the scene as imagine doing things with their partners At same as shown in the drama last they wish to achieve that kind of intimacy with their partner This is in line with Segrin 2. Audience Intimacy Expectation and Nabi (2006) and Cailin (2010) research Expectation is hope that arises results who found that a romantic program within oneself and want to be reali ed The can in uence audience e pectations about emergence of hope or expectation in a person relationships can be caused by many things Here will be Expectation to have cognitive and discussed what expectations arise as the emotional intimate shown in the drama born informants watching the drama My Love From from comparison between their intimacy live The Stars our informants said that they had with the intimacy shown in drama They fnd expected to be realized in their romantic lives that levels of cognitive and emotional intimacy after watching this drama Three informants, exists in drama is more intimate than what they Informant 4, Informant 6, and Informant 7 said in real life It makes them want it and e pect that they did not have any expectation that their relationship could be moreintimate in they wish to achieve after watching the drama terms of cognitive and emotional Informant My ove rom The Stars Informant really 1, Informant 2, Informant 5, and Informant 3 like the intimacy contained in the play, but she wish that their partner could be more care already that kind of intimacy with her current and understanding Informant and udith partner ith such conditions Informant do said that they hope to meet and communicate not have any expectations after watching the with their partner as often as possible so that
Internatonal Conference on Social Politcs 1093 the cognitive intimacy and emotional intimacy can be awakened in their relationship CONSCLUSION Informant 3 said that she expects her partner The conclusion is all informants can understand what she was thinking interpret every aspect of intimacy in a and feeling even though she do nothing romantic relationship e ist in this drama Not much different from what Informant 3 Dominant kind of intimacy seen in this expected, Informant 2 and Informant 5 also drama is cognitive intimacy and emotional expect their partners to be more attentive intimacy Two elements of intimacy proposed and understand themselves Informant and by Sternberg also strongly showed in My Informant 2 said that after watching the drama Love From The Stars based on informant My Love From The Stars they feel that their interpretation Intimacy elements strongly relationship with the partner feels mediocre shown in this drama is mutual understanding compared to the relationships that exist in the and being able to count on the loved one drama They become less satisfed with their in times of need ne respondent named relationship because they were hoping to Informant 1 is at negotiated position, while have a relationship like the one in the drama others are in the dominant position in their These fndings are similar to research fndings position when interpreting meaning of intimacy Shapiro and Kroger (2007), the romantic that e isted in drama rom the results of the popular media products affect audience encoding process or the interpretation of four satisfaction about their intimate relationships informants, namely Informant 3, Informant 5, Beside the expectation of cognitive and Judith, and Informant 2 drama My Love From emotional intimacy, informants also expect The Stars draw expectations that they want to e periential intimacy from their partner achieve in their romantic relationships Three Three informants, Informant 1, Informant 5, informants, namely Informant 4, Informant 6, and Informant 3 wishes to have experiential and Informant 7 did not have any expectations intimacy like showed in the drama Informant after watching the drama because they were 1 hopes to be able to visit each other homes already having enough intimacy and think as depicted in the drama My Love From The that drama is just a medium of entertainment Stars If Informant wanted to visit each which does not merely have to be a role other residence, Informant 5 expect to visit model an island where only she and her partner will be there alone The e pectations arose when CITATION AND REFERENCE Informant 5 watched the scene when the male ensen, Klaus Bruhn ( ) Media lead rescue the female lead from huddled of audiences reception analysis: journalists and bring her to deserted islands Mass communication as the social where there are only two of them Different production of meaning In ensen, K case from Informant 1 and Informant 5, Bruhn and Nocholas ( d ), A Informant 3 expects she and her partner to handbook of qualitative methodologies wear matching outfts, for e ample a shirt for mass communication research with the same color or wear shoes of the (pp ) Isbn same model The kind of intimacy that most raises hopes and most longing for intimacy Karney, Ben amin R , et al ( ) Adolescent is manifested by informants is cognitive romantic relationships as precussors intimacy and emotional intimacy, followed of healthy adult marriages: A review of by e periential intimacy Intimacy coveted by theory, research, and program. Santa Monica, USA Rand ooperation this four informants is the element of intimacy said by Sternberg (1986:120-121), mutual radhaning, Maya ( ) Acara Drama understanding, can be relied upon when Korea di Indosiar dan Perilaku Meniru a loved one in need, and communicating Surakarta UNS intimately
Internatonal Conference 1094 on Social Politcs Rocco, ailin ( ) OMG! the gossip behind of communication vol 52, Issue 2, one program’s effects on interpersonal pages relationship expectations Honors ro ects in ommunication aper Shapiro, oan ee Kroger Is life just a romantic novel? the relationship Salam, Ivan Ibnu, dkk ( ) Hubungan between attitudes about intimate antara terpaan drama korea di televisi relationships and the popular media. dengan gaya hidup penonton e urnal The American ournal of amily Mahasiswa Universitas Padjajaran Therapy olume , Issue ol , No Sternberg, R ( ) A triangular theory of Sari, Yunita Wulan. ( ) Dampak tayangan love sychological Review, ol , drama korea “fashion king” di indosiar No , pada perilaku konsumtif remaja putri di desa karya jaya e ournal lmu est, Richard ynn H Turner ( ) Komunikasi, ol , No , hal Introducing Communication Theory Singapore McGraw Hill
Segrin, hris Robin Nabi ( ) Does ww counseling ufl edu cwc types of television viewing cultivate unrealistic intimacy asp acceses Tuesday, expectations about marriage? Journal November th, , a clock
Internatonal Conference on Social Politcs 1095
DEVELOPMENT OF MOTIVATIONAL VIDEO FOR MEDIA LITERACY FOR SENIOR HIGH SCHOOL STUDENT AS A DRUG FREE YOUTH MOVEMENT
Citra Dewi Utami [email protected] Indonesian Art Institute Surakarta
Budi Dwi Arifanto [email protected] Muhammadiyah University Yogyakarta
Abstract
The research aims to develop a work of video art in the form of motivational video that assembled in the study of media literacy for high school students as one of the real effort in creating a drug-free teens movement. Motivational video as a form of communication that can be utilized in meeting the needs of adolescents will be media literacy. The high level of drug abuse by teenagers as well as the tendency of young people to selfe (self videography) and upload video themselves through new media is the background of this study. Variants of experimental visual styles subjective motivational video by presenting youth as a motivator. The method used in this study is the experimental method with exploring visual composition and a motivating force. The chosen approach is a model of cultural studies and active audience models. Video of experimental results published through the new media that can be uploaded and downloaded globally. Implementation of the process of creation and dissemination of motivational video is designed in the form of media literacy activities. The implementation of media literacy is offered as a model for Anti-Drug Education Extra curricular school. This media literacy learning model planned to cover 1) basic knowledge about drugs, prevention and mitigation, 2) public speaking, 3) style of dressing, 4) the manufacture of artistic property, 5) operation of the camera, and 6) prosedure of uploading video through new media. One expedient solution associated with the negative impact of the new media is vying to fll it with content that is positive. This model can be used as an alternative example of positive activism which continues to be carried out independently by teenagers and is expected to inspire other teens to participate.
Keywords: Motivational Video, Media Literacy, Youth, Drugs
INTRODUCTION by public ownership of electronic recording The success of video distribution and equipment, especially teenagers Nature or display 165 Ways ESQ and The Golden desire narcissistic admiration toward oneself Ways on the screen shows an interesting high in adolescents requires the distribution phenomenon ideo motivation refers to of positive activities This idea inspired the the audio-visual recording that displays development of a planned utilization of the a message in the form of motivation for phenomenon of serial works of video Harlem exercise of positive action and abandonment Shake ideo creation motivated by some of negative action The core of a person s teenagers are expected to ignite many other motivation is intended to encourage positive teens to create something similar in the behavior and live well But there is no various versions New media become part special series of videos that discuss their of everyday adolescent as if it were the real motivation solicitation stay away from drugs world The behavior of media can bring the Basically, everyone has the potential ability audience to the positive and negative impacts to motivate and present in an audio-visual Negative spotlight on related new media recordings So that everyone has the content presented often not been followed potential to be a motivator This is supported by an offer solutions The new media has
Internatonal Conference on Social Politcs 1097 been transformed into a cultural agents who motivating force in an effective are ready to distribute a variety of benefts motivational video in the delivery of drug and the non achievement through pro imity abuse prevention messages for youth Purposing media messages are no longer high school in Surakarta focused in content but have switched to the medium itself as the message Restrictions DEVELOPMENT OF MOTIVATIONAL on the use until the closure of media access VIDEO is sometimes used as an option of resistance This article uses a variety of main against the inability users literacy references related to media and culture, One of the problems among teenagers audio visual media production techniques that enough attention is widespread drug and psychology ideo creation motivation is abuse Surakarta or better known as the city nothing too new, but has not focused on the of Solo, ranked highest in terms of circulation prevention and control of content loading of and drug use based on data Central Java drugs for adolescents More recently, its use as olice Surakarta in , and a method of creative media literacy activities Drug abuse can impact the physical, Motivational video was produced through psychological and social amily factors, the audio visual processing stages, ie pre- media and friendship as the reason for drug production, production, and paskaproduksi misuse hile on the psychiatric condition of Innovation in the creation of audiovisual adolescence is identity transition to adulthood works such as through the arrangement in physiology and psychology Adolescence of visual composition that is designed in is the time when the content flling activity accordance with the e pected motivation is passed, a period in the development of a Roy Tompson and Christipher Bowen (2004: person who lived when the end of childhood 3) describes the arrangement of related visual to early adulthood Adolescence is the age on shot size and angle level, and the main range years The behavior of trial thing is the type of equipment used, namely and error, imitation and identifcation into a cameras and lenses The use of shooting special color for adolescents Symptoms of subjectively provide motivation closeness failure to identify himself to an identity crisis between the makers and the audience, thus is the emergence of feelings of anxiety and the e posure of Arthur Asa Berger ( aggressiveness So that in turn, the drug was ) oseph Boggs ( ) e plains that the found as the wrong solution to the problem focus of the audience focused on a point That requires the active participation of of interest is presented on each frame various parties, including family, educational Gibson (1992) in a book entitled Organization institutions, government and adolescents and Management describes the motivation themselves ne of the programs that need related to (1) the direction of behavior; (2) the to be given a BNN is the formation of a cadre strength of the response after one chooses to of anti drug movement among teenagers follow a certain action; (3) resistance behavior, Based on the description of the background or some old people were continuously behave to match the learning model of media and in a certain way Motivation should focus on anti-drug education are appropriately applied the factors that drive and direct the activities to adolescents as well as motivational videos of a person In terms terarahnya emphasis on produced teens drug-free movement, then specifc goals is the key to the success of a the focus of the problem in the frst year of this motivation Also e plained that the motivation research can be formulated as follows: is closely related to how the behavior begins, How does the development of strengthened, supported, directed, stopped motivational video? and what kind of subjective reactions that How is the embodiment of style enrichment arise in organisms when all this took place motivation by and for teenagers? An understanding of the use and e ploration ption style visual structuring and of techniques to motivate be important in this
Internatonal Conference 1098 on Social Politcs research is to realize an innovative video work media literacy activities by using creative motivation ne technique is the affrmation methods to fnd out about the visual style of self motivation of the arrangement and style motivates Technique in composing affrmations adolescents choice The purpose of this high chances of success as proposed study underlies the urgency associated with Rezawismail (2013) in the book Self the government program on combating drugs Motivation with affrmation Affrmations can among adolescents ne apparent attempt run effectively when combined with strong by the government through the Ministry of emotions and pleasant shade of the sight, Education and Culture policy is the inclusion sound, smell, taste, or touch The stages of of the Anti Drug ducation tra curricular affrmation techniques described in this book materials in school This study targeted Media literacy according to Sonia learning modules for activities for high school Livingstone in his book assesing the Media students Dikreasikan audio visual training in iteracy of UK Adults a review of the Academic media literacy activities designed to provide iterature ( ) is defned as the ability to skills for students to be able to realize the access, analyze, evaluate, and communicate motivational video in each version on an messages in various forms of media ongoing basis So that in turn, the fulfllment The method used in the development of this of new media content with a motivational motivational video is an e periment The video of prevention and control of drug into measures undertaken Sukardi (2003; 36) is a drug free teens movement The students (1) examines the variety to be produced, (2) extracurricular participants can act as an identify and defne the problem, ( ) determine agent that inspires other students rofciency the variables, (4) planning a study which also adolescents in meaning, selection, search includes the following activities: (a) Identify and reproducing the media content can be e ternal variables that are not required, used as an active defense against exposure but it allows the experimental process of to new media which is getting stronger The contamination; (b) Determine how to control; positive impact is widely expected decrease (c) Selecting the appropriate study design; in the level of drug abuse among teenagers (d) Determine the population, selecting a Results from this study can be accessed representative sample, and select a number by the public, academia and stakeholders of research subjects; (e) Dividing the subjects through publication in scientifc ournals in the control group and the experimental Media literacy can simply be defned as the group (f) Membuatinstrumen, validating ability to use the media wisely audiences instruments and perform a preliminary study Various types of media has a code and in order to obtain instruments that meet the each character associated with the form and requirements to take the necessary data content The new media that can connect and (g) Identify data collection procedures users globally often blamed as the cause for (5) Carry out the experiment, (6) Collect the occurrence of negative actions of a person raw data and the experimental process, (7) For example in the event of sexual intercourse Organizing and describing data according to of a young woman along with fellow new boys predetermined vaniabel ( ) to analy e data he knew through the social networking site and perform statistical tests of signifcance facebook A strong cause moral degradation with the relevant techniques to determine the that occurs in adolescents are easily pinned signifcance of the results stage ( ) Interpret to the media hanges in family dynamics basil and formulating conclusions and child health are considered terpengahui Experiments were carried out in order by the media In this condition, the audience to produce a variety of visual structuring and demanded selective in choosing impressions enrichment penghadiran style motivation along with the development of the media through adolescence as a fgure motivator industry that drove more rapidly earning Formation of focus group discussions in about the wisdom of media is expected to
Internatonal Conference on Social Politcs 1099 encourage critical thinking skills and the the work process and the work ko Suprati ability to use the media to provide alternative (2012) on Media Literacy Training with solutions to the various problems faced by Creative Methods for Youth, in the book Media adolescents Literacy Movement Indonesia using a photo An important note is the prevention and (still image) as a form of creative methods control of drug abuse within the juvenile, should The development of creative methods in be moved from adolescents themselves this research is through the use of audio- through the utili ation means quite familiar visual media reative methods used in the to teenagers ne of the ingredients of the manufacture of learning model in this study, new media Teens, drugs, and media are which is in line with the target that teens The closely connected and interrelated problems dynamics of creative methods which actively in childbirth Therefore, higher education is considered appropriate to the characteristics challenged to be able to provide alternative of adolescents As well as the utili ation of solutions through research results or this the results of the activities of media literacy is reason this research proposal is made, in widely distributed using the new media order to fnd the learning model of media and An understanding of the characteristics anti-drug education that can be appropriately of a juvenile audience psychological point of applied to adolescents and produce innovative view is important in this research A careful work in video form of motivation analysis of all aspects of development in rofciency mediated by several adolescence, as described in the book important reasons, as described in The Media Developmental Psychology: Introduction to iteracy of hildren and oung eople A the various parts by Hadinoto (2001), the review of the research literature on Behalf of global development of adolescents takes Ofcom, written by David Buckingham (2004), place between the ages of 12 -21 years, such as panic moral because the media is with the division of 12 -15 years: period early regarded as a source of various problems of teens, 15-18 years: mid-adolescence, 18 moral degradation and the plug-in drug, the years late adolescence Hurlock ( ) presence of the media is positioned to have in a book entitled An Approach Throughout an in uence on the value of family dynamics Developmental Psychology Range explains and health of young children, especially in Havighurst opinion that says there are drug abuse action urthermore, Buckingham development tasks to be fulflled by a (2004), provides an alternative model of media teenager, and when teens can not fulfll these education applied in this study, the model of tasks, there are some problems experienced cultural studies (cultural studies model) to by adolescents The frst issue related to position the rejection of anything negative as the personal, the problems relating to the a culture Teenagers as part of a social and circumstances in the home, school, physical cultural environment act as cultural sub ects condition, appearance, emotional, social One that can be applied to rejection of drugs ad ustment, duties and values The second (narcotics, psychotropic and other addictive problem is a typical teenager, the problems substances) giving rise to a drug-free teens arising from the unclear status in adolescents, movement The second model is active such as the attainment of independence audience model (inquiry model) who believe issues, misconceptions or false judgments that the teen audience is able to interpret based on stereotypes, the rights of which media content based on the background are larger and fewer obligations imposed knowledge of the cultural and social by parents Adolescents who are given the David Gauntlett (2007) in his book opportunity to grow into responsible adults reative plorations New Approaches to who are more cautious, over confdent, and Identities and Audiences describes creative able to be responsible Self confdence and methods as a method that focuses on creative a sense of responsibility is what is needed activities, or reali e the work and re ect on as a basis for a positive identity formation in
Internatonal Conference 1100 on Social Politcs adolescents Through which adolescents can groups of teenagers in a school FGD to grow with a positive assessment on yourself choose which style of motivational video that and respect for others and the environment most appeals to them The basic concept is used to analyze Focused Discussion groups (FGD) the acceptance of the audience in this playing the role of the elected technique can study triggered as Stuart Hall (1981) in be used to train the growing confdence and writing Encoding-Decoding in the televisual trust so that a focused discussion becomes discourse Hall asserted that the audience more uid and running smoothly Through actively interpret (producer of meaning) this technique the participants were asked against a variety of things consumed They to express perceptions and act as an have a reference frame (frame of reference) agent motivator ach student is given the respectively which lead to differences in freedom to be creative and re ect the work meaning Through the meaning of that and the working process Documentation audience, identifed three distinct positioning, in secret during the discussion of the data including dominant hegemonic, Negotiation, collection stage to answer the third research oppositional ositioning is what will be the question It is intended to achieve a natural main indicator in determining the effectiveness behavior so that recordings obtained of the work of motivational video in conveying becomes valid to be used as a data source the message of prevention and control of Focus group discussions conducted by a small drug abuse group of people organi ed on a specifc topic The research method used is the Priority activity location selection based on the technique chosen for the e periment in the availability of equipment support, comfort and embodiment of motivational video for media ease of access of the members The power literacy activities It is adapted to the output source and the tranquility of the environment of motivational video with the angle of the is needed in the process of recording in audio subjective and adolescents presenting visual Schedule of activities adapted to the as characters Sub ective shot an image routine of high school students so as not to composition that has motivated the content interfere with the learning process compulsory closer to the audience The process of making in schools ach group was scheduled a video that dikreasikan in the activities of to undergo fve sessions The discussion media literacy is to apply the teaching of process is guided by a moderator and assisted media with Cultural Studies Model approach by facilitators The frst facilitator is a member that positions each audience as a culture of the research focus related to the feld of Teens as part of the audience and the socio- psychology, while the second facilitator is cultural environment act as cultural sub ects a technical expert associated audio-visual The second approach is a model that Active equipment Taken from a research assistant Audience believe that the audience is able psychology students and the art of recording to interpret media content based on the media is needed to assist the student in background knowledge of the cultural and order to e pedite the research process Skills social moderator is to create a discussion group is Experimental development motivational able to create unity in a short time, mutual video for media literacy studies for high school trust, feel free to argue, agree or not with students in Surakarta on this penelitiaan each other, learn about the background of using creative methods The method focuses each member, able to contribute and illustrate on creative activities in realizing the work and what is discussed The data obtained is in the re ect on the work process and the work form of notes and transcripts moderator for Experiments were run through several stages, the discussion by recording activities the frst stage is through the arrangement The study began with an inventory of of visual e perimentation The ne t results the equipment required for the e perimental of these experiments are presented in two visual style arrangement
Internatonal Conference on Social Politcs 1101 Variety of cameras for motivational the effect of “rolling shutter” when the cam- videos : era is moving / shaking, Sound is taken anon D camera with internal microphene from cellphone roduces sharp contras Sensitive in selecting lighting The lenses can play with sharp space (D ) ith manual focus camera and need preparation and soup right in the shooting Internal character omnidirectional mic, the sound source in the effective radius of m towards the front of the mic There are external audio input that can be installed Clip On, or other types of micropone desired sound character Variety of lenses on 60D for motivational videos : i mm Standard human eye Suggesting neutral b ects closer to the background Sharp narrow space
G R amera Dynamic in the movement of the camera Wide viewing angle, Wide depth so aimlessly panorama, With small body e sible in the placement of shots, Auto exposure mode is less selective in setting mm light, Internal character omnidirectional Distortions in the foreground or microphone is the sound source in the background Give the impression area effective radius of 1m towards the front Distanced ob ect with backgruond of the microphone Provide perspectives on distance and si e composition of the image Give impression intimate but sometimes also lack normal
Zenphone Alert in the moment because it is al- ways close to its owner of cellphone, Variety of level angles for motivational videos: Auto e posure mode is less selec- ye level angle The information gives the tive in setting light, Suitable for still impression of parallel without emphasis video, because it still comes across b ectively neutral impression
Internatonal Conference 1102 on Social Politcs ow angle Giving the impression of submission reate the impression of Shot si e of the entire body Revealing mastery the movement of the whole body
High angle Giving the impression of Variety Style Motivation for motivational compliance Discouraging impression videos : Making the sentence through the statement the Movement advance via pression Body movement through attractions
The next research step is the implementation of the Focus Group Discussion (FGD) involving six teenagers in order to determine the style and arrangement of the camera according to their favorite motivating Variety of size shots for motivational videos : force Here is a summary transcript of GD lose up shot Shot si e between Handika istya Anindita, aged , found the shoulders to the top of the head visual arrangement that is suitable for the clarity of e pression development of motivational video is a stylish eye level and medium si ed ye level angle gives space to the motivator for expression and place them in line with the audience Appropriate image size is medium shot because it looks more balanced between the background and motivator Additional suggestions submitted is the importance of training on how to make a simple motivational video Medium Shot : Shot size between the so that each can produce video with waist to the top of the head Revealing teenage self And no less important is the movement of the hand and the training uploading video content through appearance of expression new media
Internatonal Conference on Social Politcs 1103 Nila ahyu ktavia, years old, found image size is considered appropriate for visual arrangement that is suitable for the motivational video is a close-up and full development of motivational video is a shot because it shows a full of motivator stylish eye level and medium si ed ye and motivational messages can be level is considered more convenient to conveyed in detail or the record, the be seen, obviously, as well was delivered third use of the visual composition must motivational messages through clarity of consider the circumstances and the place style and gestures Appropriate image used Additional suggestions submitted size is medium shot because it looks is the environmental importance of the more reveal facial expressions, force addition of a drug user experience for and motion motivator more comfortable a motivator through testimonials from to be seen, clear and easily understood former drug users messages that motivation is delivered ramadika Nur Ainun ktaviani, aged , more easily accepted and touching found visual arrangement that is suitable Additional suggestions submitted is the for the development of motivational importance of the addition of the ability video is a stylish eye-level and medium- to speak in public (public speaking) that si ed ye level is considered more the use of language and speaking style appropriate to show the attitude in is the trend among teenagers The use delivering motivational motivator thus of force to motivate the use of slang giving the impression of a familiar, today’s teenagers make the appeal rela ed, and tend to be authoritative for the audience Besides the appeal Appropriate image si e is medium shot of a motivator can be added through because the composition is able to carry attractive and e pressive gestures on a motivator and a closeness between Nur Sholihah, aged years, argues that the audience without diminishing the the visual arrangement that is suitable authority of a motivator Additional for the development of motivational suggestions submitted is the importance video is a stylish eye-level angle as of expansion of knowledge about the well as medium si ed and full ye level arrangement of fashion and styling for deemed suitable angle and more ftting potential motivators, it is intended to be to motivate in a crowded situation Image a motivator to look more convincing and size suitable to deliver a full shot is the acceptable message motivation These motivation of a general nature while suggestions are based on the nature of medium shot is more appropriate to teenagers who tend to like someone with support the motivational force that is long a fresh and neat appearance and uses a style of storytelling events Siti Sholikah, aged , found visual Thus submitted that the need for the arrangement that is suitable for the provision of material on basic knowledge development of motivational video of the types of drugs, prevention and is a stylish eye-level and medium- mitigation as well as direct testimony si ed ye level considered suitable from former users It is to provide an for use for motivational videos as they understanding of the drug relate to the composition of the room ktavia utri K, aged years, argues so that the motivator has become that the visual arrangement that is suitable closer to the audience and that’s what for the development of motivational makes a good motivational message video is a stylish eye-level angle and conveyed to audience The image close ups and full si ed ye level angle size appropriate medium shot is more considered suitable for development suitable for a motivator which not using because the motivational video level with too much movement in the delivery of the eyes that look more pleasing The the message motivation However, with
Internatonal Conference 1104 on Social Politcs the feld of shooting, the audience can aisal, Sanapiah Metodologi enelitian observe the expression and style with a endidikan Surabaya Usaha good motivator Additional suggestions Nasional submitted is the importance of the use uchan, A Pengantar Penelitian dalam of the property used to motivate, so the Pendidikan ogyakarta ustaka style motivations are more attractive ela ar and dynamic as that favored by today’s youth Hall, Stuart Encoding-Decoding” dalam S.Hall, D.Hobson, A. Lowe dan CONCLUSION P. Willis Culture, Media, Language. Hutchinson, ondon Experimental visual style and style motivates arrangement has been made, and Mc uail, Denis, Mass Communication concluded that the type of camera, type of lens, Theory. An Introduction. London: camera placement and size level affects the Sage image presented shot Through the process of FGD followed by 6 teens suggests that Mytton, Graham Pengantar Riset teens love motivational video with eye-level Khalayak. Diterjemahkan oleh Tim visual arrangement angle, medium shot and aring ine UNI a simple production method To motivate their Gauntlett, David Creative Exploration: styles tend to like to use the phrase Alay , New Approaches to Identities and expressive and attractive with the movement Audiences. Rouledge on of hands and feet of the motivator And the need for additional knowledge on 1) the types Gibson, ,et al Organisasi dan of drugs, ways of prevention and mitigation, Manajemen. rlangga, akarta 2) the ability of public speaking, 3) skills in Haditono, S R Psikologi structuring clothing and hairstyling, and 3) Perkembangan: Pengantar dalam how a simple motivational video production berbagai bagiannya. Gadjah Mada University ress, ogyakarta CITATION AND REFERENCE Barker, hris Cultural Studies; Teori Hurlock, B Psikologi Perkembangan dan Praktik Diter emahkan oleh Tim Suatu Pendekatan Sepanjang Kunci ultural Studies ogyakarta Rentang Kehidupan, Alih Bahasa Bentang Istiwidayanti dan Soed arwo akarta Erlangga Berger, Arthur Asa Media Analysis Techniques, Revised Edition Sage, Re awismail Motivasi Diri dengan ondon Afrmasi Retrieved from http kipsaint com isi motivasi diri dengan Boggs, oseph The Art of Watching afrmasi html diakses April Film. Diter emahkan Asrul Sani Cara Menilai Sebuah Film. Yayasan Citra, Tompson, Roy and hristopher Bowen akarta The Grammer of the Shot. Focal ress, USA Buckingham, D The Media Literacy of the Children and Young People: A review of the research on behalf of NOTES Ofcom. Ofcom: London. Retrieved All successful papers will be published in from http stakeholdersofcom org a D based proceeding and an ISBN book uk/ninaries/research/media-literacy/ Selected papers will be published on Journal ml children pdf akses April Government and Politics and Journal of International Relations
Internatonal Conference on Social Politcs 1105
PUBLIC RELATIONS & MEDIA RELATIONS (CRITICISM ON THE ENVELOPE CULTURE IN MEDIA RELATIONS OF EDUCATIONAL INSTITUTIONS IN YOGYAKARTA)
Adhianty Nurjanah, Wulan Widyasari, and Frizki Yulianti Nurnisya [email protected], [email protected], and [email protected] Department of Communication Science, Universitas Muhammadiyah Yogyakarta
ABSTRACT
Research Public Relations and Media Relations (Critique : Culture Envelopes on Media Relations In Educational Institutions In Yogyakarta) aims to determine how the media relations activities that have been done 10 Public Relations Higher Education, including the possibility of granting cultural envelope in media relations activities during this do. The object of this study is ten (10) Universities in Yogyakarta that consists of three (3) State University (PTN) and seven (7) Colleges (PTS) in Yogyakarta include Gajah Mada University (UGM), University Yogyakarta State (UNY), State Islamic University of Sunan Kalidjaga (UIN) Yogyakarta Muhammadiyah University (in St. Louis), State Development University “Veteran” Yogyakarta (UPN), Universitas Islam Indonesia (UII), University of Ahmad Dahlan (UAD), University of Atma Jaya Yogyakarta (UAJY), University of Sanata Dharma (USADAR) and Stikes Aisyiyah Yogyakarta (STAY). Variations and types of media relations activities have been conducted by 10 universities. The reason is because the electoral college to ten (10) college is a big college in the city of Yogyakarta who own Public Relations and media relations activities that have a systematic and well- planned. This study uses a case study provides a detailed overview of the background, characteristics and distinctive character of the cases studied how the implementation of media relations while sticking to the commitment to professional ethics Public Relations at the higher education institution / university in Yogyakarta. The results showed that nearly all universities in Yogyakarta which is the object of this research has been conducting media relations. In the course of media relations, Public Relations universities do culture accepting envelopes to reporters on the grounds reimburse the costs of transport and not as a “bribe” so that they publicized the news and as a means of imaging the institution. Publicist colleges feel that culture provides envelopes to reporters did not violate the code of ethics of their profession as a Public Relations, On the other hand for journalists, cultural granting envelope can interfere with the independence and constitute a violation of the code of ethics of their profession as journalists. Yet there are also journalists who will receive an envelope in their reporting activities. The discrepancies in the implementation of the code of ethics of journalism, is strongly infuenced by the integrity of journalists and policies that apply to each media institution.
Keywords: Public Relations, Media Relations, Envelope Culture,
BACKGROUNDS categories as mentioned in aw No year The era of information requires Deliberate in keeping the information every public agency provide information may be subjected to imprisonment of one in a transparent way to the society, one year or a ma imum fne of million rupiahs among the public agencies is educational Based on that, press should be helped and institutions universities Transparency of press can give more quality information to the the public information can encourage public society (Depkominfo ) participation in guarding and controlling all However, the law does not guarantee policies issued by the government through the safety of the press in performing their government agencies (Depkominfo ) duties There are still many cases of violence Through aw No year on ublic against the press, both physical violence and Information, public agencies have an non physical violence e can see physical obligation to provide information according to violence against the press as an act of beating the journalist, or the murder of journalist
Internatonal Conference on Social Politcs 1107 named Udin which until today has not been Public Relations Manager Public Relations Technican handled properly The non physical violence Communication Manager Communication Technican happened when journalists are not able to Role Role perform their duties independently because 1. Expert Prescriber : PR 1. Communication practitioners assist Technican : Provide of the provision of “envelope” that became management with the technical services a culture conducted by Public Relations in experience and skills for the organization to find solutions to while communication carrying out media relations In this case, the completion of the technical decision media relations are conducted by Public Public Relationship for communication Relations as management representative of problems faced by the to be performed is organization. determined by the higher education institutions universities 2. Communication person or elsewhere in According to Harlow (in Grunig, ames Facilitator : PR the organization. practitioners assist E, 1984: 7) Public Relations is a management management by function which help e and establishing and creating opportunities maintaining communication links of mutual to hear what the society want and beneft, openness and cooperation between create opportunities so organizations and the society, involving that the society hear what management the problems and issues management, expected. helping management to keep informed and 3. Problem –Solving responsive to the public, while the main Process Facilitator : PR practitioners goal of Public Relations is to support the assist management management to achieve the goals of the performance through a cooperation with organi ation or company Although the goal other parts of the of every organization is different depending organization to find on the nature of the organization, but there satisfactory solutions to the problems. are similarities in public relations activities that foster a harmonious relationship In carrying out its functions, Public between the organization and the society in Relations of the higher education institution / shaping a positive image A good relationship university positioned themselves as a trusted or harmony in Public Relations contains a source of information for the society and the broad sense, a pleasant attitude (favorable), media ublic Relations of higher education goodwill, tolerance, mutual understanding, institution / university spread information mutual trust (mutual confdence), respect about policies, programs, positive action and (mutual appreciation ), and good image the promotion of higher education institutions Role of ublic Relations was frst / universities to the society through media introduced by Broom and Smith, developed relations activities by Cutlip into 4 roles: Media relations, according to Yosal Iriantara (2005: 23), is part of external Public Relations that foster and develop a good relationship with the press as a means of communication between the organization and the society to achieve organi ational goals According to rank efkins, a media relation is an attempt to achieve maximum publication or broadcast a message of information on society to create knowledge and understanding for the audience of the companies concerned Also, according to Rosady Ruslan, a Media Relations (Relations press) is public relations activities with the intent to convey the
Internatonal Conference 1108 on Social Politcs message or communication regarding the public opinion The in uence of the mass activity of which is institutional, corporate or media as a source of information to society institutional, products or activities that are increasingly facilitate the work of the Public need to be published in cooperation with the Relations practitioners who want to constantly mass media to create publicity and image preach to the audience about the success of positively in the public eye the organi ation Similarly, Abraham incoln The main objective of media relations said “public opinion is everything” then if the is to create knowledge and understanding, mass media express your good company not only to distribute information or message then certainly the society will believe that for the sake of a good image in front of the your company is good, and vice versa if the audience (Abdullah ) Moreover, mass media say the company is bad, then the according to Nurudin (2008: 13), the purpose society will believe that your company is bad of media relations is not merely provide However, not all practitioners of Public information only but create a positive image for Relations of higher education institutions an organi ation concerned The better media / universities aware of the role of media relations we do, the better the image of our workers as a partner that can help achieve institution or company In detail the purpose the goal of his organization to build a positive of media relations for the organization are as image in the community Media relations follows: activities that they understand confned to To obtain the widest possible publicity newspaper clippings and invited journalists regarding the good activities of coverage if needed Most practitioners of organi ation for society Public Relations consider the best way to To obtain a place in the news media establish a good relationship with journalists (coverage, reports, editorials, reviews) is to provide facilities in the form of cash fairly, objectively and balanced (balance) envelope et according to the code of on matters that beneft agencies and ethics of journalists every journalist barred organi ations from receiving the money Giving cash or To obtain feedback from the society “envelope” for journalists then entrenched in about the efforts and activities of the nearly all media relations activities conducted institution or organi ation by the Public Relations from higher education To enrich the data or information for institutions universities in ogyakarta the leadership of the institution or From the explanation above, the organization for the purposes in making authors wanted to examine how the media the assessment of the situation or relations activities that have been done by problem that affects the success of the ten (10) Public Relations in Higher Education institution or company institutions / universities, including the Achieve a stable and sustainable possibility of granting cultural envelope in relationships based on mutual trust and media relations activities that have been respect ( ardhani, ) carried out
As for the activities events in media RESEARCH METHOD relations such as press briefngs, press This study is a qualitative descriptive releases, press tours, press receptions and research Descriptive study by hitney (in press interviews (Soemirat, ) Na ir, ), is a fact fnding study with a Through media relations activities, it will give a correct interpretation Studying the problems positive image to higher education institutions in society, as well as the procedure for the universities The mass media could be used public as well as specifc situations, including by Public Relations practitioners to build a on relations activities, attitudes, views and positive image of the organization because processes are ongoing and the effects of a mass media is very effective as a maker of phenomenon The purpose of this research is
Internatonal Conference on Social Politcs 1109 to create a description, picture or graphic in ), triangulation is a technique that utili es systematic, factual and accurate information data validity checking something other than on the facts, nature and the relationship the data for the purpose of checking or as a between the investigated phenomenon comparison against the data In this study, This research uses the case study method, researchers used a triangulation of sources the case study method is to give a detailed According to atton (in Moleong, ), overview of the background, characteristics triangulation of sources means to compare and distinctive character of the case, from the and check the source behind information distinctive properties will be used as a matter obtained through the time and different tools of a general nature (Na ir, ) in qualitative methods or data collection techniques in this The authors chose ten (10) Public study, researchers used several ways: Relations practitioners from ten (10) a Interview universities in Yogyakarta and 5 journalists The interview is the process of obtaining from national print media The ublic Relations information for research purposes by practitioners are Wiwit Wijayanti (UGM), way of question and answer face to Nurhadi (UNY), RTM Maharani (UIN), Karina face between the researchers to the Utari Dewi (UII), Ratih Herningtyas (UMY), respondent using an interview guide or Dewi Soyuswati (UAD), ndar Martanto interview guidelines (Na ir, ) (U N), Th Dyah ulandari (UA ), Aquelina b Documentation unaeni Mariati (USADAR) and Indriani Documentation is an activity to collect (STIK S Aisiyah ogyakarta) As for the data by utilizing all the important fve ( ) print media ournalists are reporters documents concerning the company in assigned to the desk of education at the general, for e ample, company profle, time of this study conducted, they are Haris company web site, internal media and Firdaus (Kompas), Rahajeng (Kedaulatan others Rakyat), Laela Rohmatin (Harian Jogja), c iterature Review ristiqa A irastami (Tribun) and Heditia This research was conducted using Damanik (Radar ogya) books as a source of reference data and theories related to the research. RESULTS AND DISCUSSION d Focus Group Discussion (FGD) Role of Media Relations and Public FGD is a research method using a Relations Activities of Universities in Yo- focused discussion groups by selecting gyakarta those considered to represent a number The position of the role of public of different public or population relations at the university level, especially in the area of Yogyakarta, is more to the level The data in this study will be analyzed of implementation or as communication qualitatively ualitative research is a facilitator and communication technician procedure that produces descriptive data in Their role is not to be in a strategic position the form of words written or spoken people which is a position that is ideal for public or observed behavior (Moleong, 2001: relations as problem solving facilitator Role of ) Analysis of qualitative data requires ublic Relations ffcer ( R ) in universities researchers to do activities simultaneously with in Yogyakarta is more on publicity activities data collection, data interpretation and writing with the mass media (Media Relations) as research reports ( reswell, ) Thus, invited the press, writing press releases, held the data analysis is not conducted separately a press conference, held a press tour and a by collecting data, but it is an activity that is press gathering verall, in ogyakarta, ublic done simultaneously Technique performed Relations practitioners in universities are more in the test data validity is by triangulation focused on media relations activities, although techniques According to Moleong ( sometimes they also carry out promotional
Internatonal Conference 1110 on Social Politcs activities, preparing advertisements in public rector of the university, but is in a division areas and also working with national and with minimal interaction with policy makers international parties, but they are dominated Universitas Gajah Mada (UGM), Universitas by the daily tasks of media relations activities Negeri Yogyakarta (UNY) and Universitas All respondents agreed that they need Muhammadiyah Yogyakarta (UMY) is an to conduct media relations equivalent It is example of the university that public relations delivered by Ratih Herningtyas as Head of does not directly into a division that is Public Relations and Protocol in Universitas supervised by the supervisor as the Executive Muhammadiyah Yogyakarta (UMY), who Secretary or the Secretary of the University agreed that the relationship between Public who will then deal directly with the Rector Relations and journalists is a symbiotic Recruitment as Public Relations at relationship mutualism because of mutual the university, 6 of 10 Univeritas (Univeritas need Gajah Mada, Universitas Negeri Yogyakarta, “Ideally, if we imagine the relationship Universitas Islam Negeri, Universitas Stikes with the media, it must be a partner Aisiyah dan Universitas embangunan In the sense that there should not be Nasional Yogyakarta) choose the criteria that if one that is more important or there is a it wants to become a public relationsnya must greater need among others Because have a bachelor’s degree on Communication it takes the news reporter, while we as Sciences or at least have some knowledge institutions require publication or news and e perience in the feld of public relations for our institutions So, ideally no unequal This could be a positive reference that relationship between institutions and the graduates of Communication Studies is still media (Ratih Herningtyas, UM ) considered to occupy a position as a public relations even if only at the university level The statement above is in line with and do the technical work what is delivered by Sam Black and Melvin Media relations activities conducted Sharpe, media relations activities are more to by Public Relations that regularly and the two-way communication link between the continuously performed every day is to organization and the media (print, television, write and send releases to ournalists Such radio, and online media) ommunication is a as UGM, they are relying on press release process of two-way communication so that the submission for delivery this release without relation between the two must be balanced charge, they just send releases via email, as between Public Relations and journalists and the next day their news widely published media Media relations activities conducted in the mass media, even Wiwit Wijayanti by the Public Relations aimed at establishing as Head of Public Relations at UGM claims mutual understanding, realizing a good that those activity is the most successful In relationship with the members of the press in line with iwit i ayanti, RTM Maharani as order to carry out impartial publications in the Public Relations of Universitas Islam Negeri mass media (UIN) are well aware of the need for media Whereas if traced from the relations activities is not even enough just to organizational structure, the position of Public do a press release, she and Public Relations Relations in universities in Yogyakarta is team at UIN also have to establish personal more in the technical area, because of their relationships with ournalists position in the educational institutions are “Besides sending the release, we also not in a managerial position Their power established good personal relations that in making decisions is limited to the case are more lasting relationship ersonal and technical issues while strategic issues relationships can create a harmonious and cases have been determined by their and eternal relation or implementing leaders Their organi ational structure is not media relations staff were all mandatory directly under the policy makers, such as for me So not only me as the head of
Internatonal Conference on Social Politcs 1111 public relations division to run media almost all Public Relations in universities in relations or personal relationships with Yogyakarta understand the press release as journalists, but all that is in the public a news article even though accompanied by relations shall also conduct media a photo to complete the writing of the release relations (RTM Maharani, UIN) Beside press releases, media relations activities that can be done is a press Observing the answers from conference ust as the press release, news respondents above also represent that conference activities are activities that meet a relationship with a journalist is not only the standards of the Public Relations role limited to write press releases but also takes that is only limited communication facilitator relationships that foster a sense of empathy or communication technician They also The journalist of media is also a human who invited reporters to attend press conference, has the right to be respected and honored so accompanied fellow reporters during a press that the communication also has to do with conference, then conduct interviews or listen human communication which full of empathy, to the press conference speakers humanity and respectful so this relationship The press conference is conducted continues to run well in accordance with the requirements of the Additionally, the answers of the university if there is important information, RTM Maharani also emphasized that the announcements about international organization of educational institutions such cooperation, or the discovery of the work as universities are still in need of publicity in of faculty and students at the university the mass media which is consistent with an concerned or most ournalists time is an idiom “advertising telling people you’re good, important aspect in the implementation of the R convincing them you re good They are press conference, they will be helped if the well aware that mass media is a great tool for timing of the press conference as scheduled creating a good or bad opinion of an institution invitation Because ournalists work also This is not surprising because the media has based on deadline, time of exercise of the a big hand in disseminating information to the withdrawal of the press conference will also society so that they can be used as a credible be implications for the resignation of their reference for the public to assess the good / time to write the story in order to achieve bad an institution the target Another note is that ournalists According to eter Henshall and David also need the freedom of time to do a photo Ingram, press release is a story written by shooting In some institutions do not usually members of the press or public relations give opportunity for journalists to take pictures and sent to every newspaper and broadcast according to their needs stations ( ardhani, ) The hope is by Another possible mistake made by sending the release, the more publications of Public Relations at the university level is the institution The success of a press release when the press conference took places; there is if the release is broadcast through the mass is no clear information about how to write media because it is desired by society To fulfll the name of a press conference speaker that desire, the public relations practitioners Because moderators of press conference just should be aware if they want to send releases, to name which may result in errors writing, the information provided must be accurate, eg moderators mention his name “Suharto” true and obey the rules of ournalism should have been written “Soeharto” or Although rank efkins udge that the sounds “Doni Rahayu” but should read press release was not solely in the form of “Dhony Rahajoe” so this causes the reporter news sheets, because the press release can made the mistake of writing the name of be done by sending the photo or a unique informant In this case, ublic Relations photo and a unique caption so that it has news should prepare some sort of name tag for value to be broadcast in the media However, each speaker so that the press immediately
Internatonal Conference 1112 on Social Politcs know how to write their names and preparing arrange activities including funding issues summaries / records that can be distributed to UNY even under KHPP have 4 divisions, journalists associated with the contents of the namely internal divisions, the external press conference division, promotion division and the division of According to ardhani ( ), there protocol In addition to do press conference, are two kinds of press conferences; they are press releases, and press tour, UNY also planned and unplanned press conference do sponsorship for activities organized by The planned press conference is usually a association of ournalists matter of delivery in the form of a new policy, Just as UNY, UII also aware of the need launch new programs, business development, of positive behavior for journalists because seminars, or special events hile the since July 2013, UII provides press room unplanned press conference is usually the which has a work space, meeting rooms, result of clarifying an issue or policy that is a computer connected to the Internet, all sudden and wanted to get published of which are intended for the media In In fact, the invitations of press fact, they are not only perform activities conference conducted by the Public Relations related to Public Relations function, but also in university level is planned, although has conducted audits and evaluations by activities or invitation was given less than a distributing questionnaires to the media to week, at least the information they provide is give an assessment of the performance of still positive and rarely clarify the issue that hits their ublic Relations The evaluation results education institutions Because universities, are expected to increase trust of the public especially in Yogyakarta, is rarely exposed to relations and media because every journalist negative issues who became partners in publication will feel Beside media relations activities honored to have a voice and presence as a described above, several Public Relations partner has to improvise to establish a positive While the privilege offered by UGM is, relationship with the media personnel This they have a formal forum for any journalist is because of their understanding of the who does coverage of UGM activities ach importance of good relations with the mass journalist data will be recorded then they obtain media, as well as supported by the availability daily information related to activities that will of funds to organize all the planning in media be held at UGM Through this formal forum relations Although the research team did not they will always get updated informations and manage to get data on how much funding is make ournalists as the frst e ternal party who needed to do all the activities, but it is further knows because the information will always strengthening the team assumption that there be updated via sms blasting, email blasting, should be standards for staff working as even group on blackberry messenger (BBM) ublic Relations at the university level Another important thing is that the Universities that have most striking reporter also needs Public Relations who media relations activities are Universitas can be contacted at any time Reporters Negeri Yogyakarta (UNY) and Universitas will always seek Public Relations to get Islam Indonesia (UII) UN are well aware information in order to complete the of how many people that must be faced coverage that is restricted by deadlines so Not surprisingly, then the Division of Public reporters need Public Relations who can be Relations of the former international relations contacted directly and immediately However, ended in 2011 is divided into two stand- unfortunately, of 10 Public Relations only two, alone agencies, they are Kantor Urusan namely UGM and UII, who works as Public Internasional dan Kemitraan (KUIK) and Relations, while the other serves as a lecturer Kantor Humas, Promosi dan Protokol so often communication should be delayed (KH ) Those two distinct divisions provide because the Public Relations sometimes must e ibility for ublic Relations in UN to do their duty, to teach, because as a lecturer
Internatonal Conference on Social Politcs 1113 whose main task is teaching not answering the results of FGD, transport money given to questions by ournalists It also needs to be reporter is diverse range IDR 50,000 – IDR taken into consideration in the management , activities reporter ven one of of the university because of the requirement, our respondents said the amount of money and then the criteria for selecting those who in the envelope is depending on the time deal with the media should be that they only of their invitation If it s on weekdays the served as ublic Relations amount is IDR 100,000, while during holidays A media relations activities is the (weekend) they give larger amount, IDR relationship with the communication media 150,000 assuming during holidays (weekend) for publicity or responding to media interests journalists will spend his time off to do against the interests of the organization reporting and should be appreciated ( hilip esly, ) Thus, the media The debate related to be whether relations is built and developed relationships journalists received an envelope is because with media organizations to reach the society of the Code of Ethics of Journalism, but in order to improve imaging, trust and achieve there is a prohibition for journalists to receive the purpose and goals of the organi ation In bribes and abusing their profession As for this case, the higher education institutions / the Journalistic Code of Ethics consists of the universities use mass media as a medium following matters: messenger to society Gained more access Indonesian ournalists respect the public s from society through mass media expected to right to obtain correct information gain greater level of trust Indonesian ournalists take an ethical In doing media relations activities, giving manner to acquire and broadcast the envelopes to reporters is still entrenched All information and give identity to the respondents acknowledged that in conducting resources media relations, giving envelopes to reporters Indonesian ournalists respect the is a natural thing Ratih Herningtyas as presumption of innocence, not to confuse Head of Public Relations and Protocol in fact with opinion, balanced and always UMY recognizes that giving the envelope to check the accuracy of information and reporters is normal and does not violate the do not do plagiarism ethics of the profession of public relations Indonesian ournalists do not broadcast “Indeed, we still do envelope culture, but information that is false, slanderous, in our opinion the provision of envelopes sadistic and obscene and do not mention to reporters was a natural thing, because the identity of the victim we gave only a few money and it is only Indonesian ournalists do not take bribes as substitute transport and has nothing and do not abuse the profession to do with the elements of the news and Indonesian ournalists have the right it is not as bribe so that our news will to refuse, respect the provisions of the appear on media (Ratih Herningtyas, embargo, background information, and UMY) off the record as agreed Indonesian ournalists immediately Giving envelopes to journalists in revoke and rectify errors in reporting media relations activities among journalists serves Right of Reply and among the Public Relations is still much debated This is related to the category of Journalistic Ethics Code is a reference gift envelope itself whether the envelope is for ournalists to do their ob, but in feld there s the provision of accommodation or transport different implementation and interpretation allowance coverage ven the issue of the But in general, the journalistic code of amount of money that will be subsidized ethics contains the following things that can transportation for journalists is also a special guarantee the fulfllment of the responsibilities discussion among ublic Relations Based on of a journalist in performing journalistic tasks
Internatonal Conference 1114 on Social Politcs including the following (Yassin: 2014): appreciation of the work of journalists as a Independency In carrying out their partner But for ournalists it can affect the journalistic duties, journalists must be independence of journalists in performing his independent and are not impartial coverage and violating ournalistic ethics Journalists must be able to prevent The other thing that we found in this con icts of interest, so ournalists must study, there has been no similar perception be able to convey the facts as what they among the media about the provision of the are envelope There are some media institutions reedom In carrying out their profession, are regarded journalist as “unlawful” if they journalists are given the freedom but full received an envelope from the source for of responsibility It means that ournalists some reason can affect their ob ectivity But are also free to convey the reality of the there are some also considered unclean society but remains full responsibility origin does not affect the essence of the news Truth In carrying out ournalistic activities, Regardless of the debate, the perception of journalists must always maintain trust so “unlawful” or “kosher” of envelope culture the news must be accurate, balanced for ournalists is strongly in uenced by the and free from bias policies of media institutions and the integrity Impartiality news reports and opinions of the ournalists themselves As disclosed by submitted reporters should be neutral Reporters of Kedaulatan Rakyat: That is a personal opinion of journalists “If the envelope does not affect the news should not be in the news being delivered to the society and not to air ournalists in carrying out ournalistic bribe ournalist, it does not matter to us duties must respect the rights of people (Rahajeng, Kedaulatan Rakyat) involved in the news and the report must be true and fair Different things actually delivered by Responsibilities Duties or obligation of Harian Jogja reporter: journalists is devoted to the public welfare “There are clear rules in the Journalistic by giving people the information that Code of Ethics, that journalists are allows the public to make an assessment prohibited from accepting envelopes of the problems encountered Reporters of any resource, as it allows affects in this case should not be abusing his ob ectivity in news ( aila Rohmatin, power as a reporter for a personal motive Harian Jogja) orth of worship very event has newsworthyness; journalists should Observing the answers from refrain from lift interest parties who want respondents above, the provision of envelope to manipulate the media ournalists is a very sensitive matter among ournalists must have the value of worship If this By accepting envelopes, journalists will have is the flter of ournalists, reporters will a con ict of interest, and it will have an impact undoubtedly noble task as a messenger on the ournalistic profession According to of truth Fedler in his book, Reporting For The Media ( ) there are si forms of con ict of interest The difference in interpreting the rules that could affect ournalists in their profession in the Jurnalistic code of Ethics \often create They are: confusion to the Public Relations in addressing Gifts or freebies that is given to reporters the culture of giving journalists envelopes in that the provision could lead to biased their media relations activities This is due to news the persistence of differences in perception unkets or free holidays to the reporters between ublic Relations and ournalists covering an event with a facility that Public Relations considers that granting the allows journalists to come without any envelope was merely an effort to provide an cost
Internatonal Conference on Social Politcs 1115 ngage in activities that are covered serve as guiding the public relation duties by journalists covering the activities of Public Relations in educational institutions public offce ournalist could be involved should be more creative, innovative how to Involvement of journalists in these manage events that have news value so that activities may lead to bias journalist will publish it eventhough without ree aunching as the second ob of the envelope because it is interesting and worthy ournalist Aside from being a reporter of publication they also have a ob at another company Envelope culture should be eliminated, The problem is a journalist who has a because the provision of envelopes to second job in the organization / company reporters will impact directly or indirectly in generally used by organizations / the process of journalism which includes the companies to help their publicity process of searching, collecting data and facts, illow Talk, is a con ict of interest relating interact with sources in the form of interviews to the work of husband wife ournalists and confrmation and arranged to serve as A reporter would be diffcult to apply news to the public society ournalists will objectively cover events related to his have a con ict of interest when it received own family an envelope from the source, there is an nvelopes, are news sources that want to element of “pekewuh” if in the Java language, in uence ournalists by using envelopes or embarrassed if it had to write criticism Journalists also feel bad if information and Thus giving envelopes to reporters will events about the resource institutions are impact directly or indirectly in the journalistic not loaded The e istence of embarrassment process which includes the process of will greatly affect the process of gethering searching, collecting data and facts, interact the news and affect the professionalism of with sources in the form of an interview and ournalists Does the envelope ournalists can then arrange them to be used as confrmation still be independent, impartial so as to convey menu to disseminate news to the audience / the facts and reality in an accurate, balanced society and free from bias and contains the truth and full responsibility to society, so that the Criticism of Envelope Culture By PubPub-- integrity of the ournalists maintained lic Relations in Universities in Yogyakarta Although in its implementation, there The university as a higher education are differences in interpreting the Journalistic institution is right when using media relations ode of thics in the feld The e istence activities as a means of publicity and positive of these differences, it is in uenced by the image of the institution arious activities policies that apply in the respective media are conducted in media relations such as institutions There are media who strictly press releases, press conferences and adhered to the rules of professional ethics of various other activities that can strengthen ournalism organi ed by the Aliansi urnalis the harmonious relationship symbiosis Indonesia (A I), in Article has been mutualism with reporters However, to reali e mentioned “Journalists are prohibited from the harmonious relations, Public Relations accepting bribes” and the rules issued by give envelopes to reporters as a substitute the Persatuan Wartawan Indonesia (PWI), in for transport Though not as bribes , but Article states that Indonesian ournalists as an educational institution, this envelope must reject rewards that could affect the culture can be removed, though gradually objectivity of the news, so that the receiving Public Relations in universities should honor envelope is prohibited So if it is known there and respect the journalistic code of ethics as are journalists who received the envelope, guidelines for journalists in performing their strict punishment is dismissal may be made ournalistic duties And ublic Relations also to the reporter concerned Usually this kind of has a public relations professional ethics that rules imposed on mass media institutions with
Internatonal Conference 1116 on Social Politcs a large scale In this case, media institutions not affect the news, but there are also have been able to provide a decent welfare journalists who interpret acceptance of to ournalists In this case, the reporter is envelope is prohibited because it is not not only earning a decent salary, but also in accordance with the Journalistic Code given of other components in addition to the of thics salary for example no transport allowance, - Differences interpret the rules of the communication, etc that can support the Code of Ethics of Journalism is strongly activities of ournalistic profession in uenced by the policies of the relevant It is also in uenced by the integrity of media institutions and the integrity of ournalists ournalists who have idealism each individual ournalist to always maintain professionalism as a journalist, always wanted to tell the truth, SUGGESTION critical, independent, so that it has the - Public Relations of higher education freedom to criticize, to convey the facts in a institutions should be more creative, fair and responsible to the society They will innovative in managing events that have be very careful in conducting media relations news value so it can attract ournalists activities with public relations practitioners, - Need for Public Relations in university especially in receiving envelope ournalist level to form an association of public will refuse e plicitly to accept the envelope relations in order to gain knowledge, especially regarding the Code of CONCLUSION Professional PR to f increase the Awareness of the role of public professionalism of public relations in relations in university is good, because university level all respondents have public relations - Public Relations of Higher Education division; even UNY has more integrated should not give envelope to reporters Public Relations Division divides into This will have an impact on the integrity Internal Division and ternal Division of the journalist in performing their All universities understand public profession relations role, but is still limited to - Currently, Public Relations of Higher the communication fasilitator and Education does not have a forum to communications so that the position is share their e periences and problems still at the technical level has not been - Every media institution is obliged to entered at the managerial level improve the welfare of the journalists, by - Ten of the university have an awareness providing a decent salary, transport and of the importance of conducting media communications money that can support relations, it is still limited to the writing journalists when they do their duty so and sending press releases, press that no more journalists who practice conferences and invitations coverage envelope when covering the feld Whereas, UNY, UGM and UII has more - If the Journalistic Code of Ethics is a comprehensive media relations as reference of professional journalists, providing sponsorship, organizing press researchers suggested that A I or I tour even provide press room to set up must be able to control the performance a special forum for journalists in the of the ournalist institution - There are still differences in interpreting REFERENCES the Journalistic Code of Ethics among Abdullah, Aceng ( ) Press Relations: Kiat journalists, there are some journalists Berhubungan dengan Media Massa. who think they should receive the Bandung: PT Remaja Rosdakarya envelope because it helps transport costs (not a bribe) and as long as it does
Internatonal Conference on Social Politcs 1117 Abdul Sahar asin ( ), Hitam utih Iriantara, osal ( ) Media Relations: Wartawan Indonesia, Jombang, Jawa Konsep, Pendekatan dan Praktik Timur Amanda ress Bandung: Simbiosa Rekatama Media
Baskin, tis, raig Aronoff and Dan attimore Na ir, Muhammad ( ) Metode Penelitian. ( ) Public Relations The Jakarta: Ghalia Profession and Practic. Mc Graw Hill Nurudin (2010), Hubungan Media, Konsep Bungin, Burhan ( ) Metodologi Penelitian dan Aplikasi, akarta Ra a Grafndo Kuantitatif. Komunikasi, Ekonomi Persada dan Kebijakan Publik Serta Ilmu – ilmu Sosial lainnya. Prenada Media : Moleong , e y ( ) Metodologi Jakarta Penelitian Kualitatif Bandung Remaja Rosdakarya utlip, Scott M , Allen H enter dan Glen M Broom ( ) Effective Public Ruslan, Rusady ( ) Manajemen PR dan Relations . Jakarta: Prenada Media Media Komunikasi, Jakarta : Raja Group Grafndo ersada
De Lozier, Laura Grunig and James ahidin Saputra Ruli Nasrullah ( ) Grunig ( ) Manager’s Guide ublic Relations , Teori dan raktik to Excellence in Public Relations Public Relations di Era Cyber, Jakarta: and Communication Management: Gramata Publishing Lawrence arlbaum Associates ardhani, Diah ( ) Media Relations red edler et al ( ) Reporting or The (Sarana Membangun Reputasi Media, Sixt Edition, Forth Worth: Organisasi). Yogyakarta: Graha Ilmu Harcourt Brace College Publishers
Grunig, ames , and Hunt ( ) Managing Public Relations. Harcourt : Brace ovanovich ollege ublishers
Internatonal Conference 1118 on Social Politcs