Forum Ilmu Sosial 44 (2), December 2017, pp. 82-93 ISSN 1412-971X (print), ISSN 2549-0745 (online) ©Faculty of Social Science, Universitas Negeri Semarang

Media In “Gerakan Cikapundung Bersih”

Meria Octavianti Universitas Padjadjaran, Slamet Mulyana Universitas Padjadjaran, Indonesia

Abstract Cikapundung is the river that divides which provide aesthetics function as well as maintain city's stability. This supposedly clean and well-kept river is in fact very dirty and filled with various waste. The accumulation of waste in Cikapundung River resulting siltation threaten the balance of the ecosystems. Flood and waste will be the main problem of the city if this poor situation cannot be overcome. Therefore, the Government has included the river in their priority program of the development plan. The rehabilitation of the river has been proclaimed through Gerakan Cikapundung Bersih (Clean Cikapundung River Movement). As an campaign event, the messages from Gerakan Cikapundung Bersih must be delivered to the audience effectively. Considering this, by using case study descriptive approach, this research sought to reveal the various types of campaign media used in Gerakan Cikapundung Bersih. Data were collected from interviews, observations and literature study. The results showed that media used in Gerakan Cikapundung Bersih are outdoor and alternative media. However, the most effective way to deliver campaign messages is direct communication (interpersonal), especially by Kuya Gaya 15 community through their activities such as kukuyaan and gotong royong. Word of mouth (interpersonal communication) is the method which drive of the success of the campaign.

Keywords: Media In; Gerakan Bersih; Cikapundung

INTRODUCTION now inhabited by more than 75,000 Initiated by Bandung City Government, people who live in more than 1,100 Gerakan Cikapundung Bersih buildings. This makes the river basin (Cikapundung Clean Movement) is a narrower. According to the latest data, movement to campaign the awareness of 90% of waste produced by the riverbanks river cleanliness. The poor condition of people is directly disposed to Cikapundung made it a priority for Cikapundung, resulting it to receive more Bandung City development program both than 5.5 million liters of waste daily. in medium term (2009-2013) and long This poor condition made Bandung term (2005-2025). It's been a main City Government realize the environment priority because it divides Bandung from problem should be addressed immediately. north to south. Its upstream is in north in The accumulation of garbage silting Lembang and it empties into Cikapundung adversely affects the in south. Its 11-kilometers-riverbanks are ecosystems of Bandung. If this cannot be

Received: July 24, 2017; Accepted: December 1, 2017; Published: December 15, 2017. 83 Octavianti & Mulyana / Media In “Gerakan Cikapundung Bersih” addressed, flood and garbage will always Considering this, the GCB is implemented the main problem for Bandung. Thus, gradually and continuously. GCB consists supported by West Provincial of seven stages: social service, sediment Govenrment and the Central Government, dredging, river normalization, buiding Gerakan Cikapundung Bersih was initiated inventory and layout change from backing to rehabilitate Cikapundung. to facing to the river, river border During the leadership of Mayor Dada arrangement, septic tank construction, and Rosada, the Government of Bandung greening. realized that the apprehensive These stages cannot be implemented environmental condition must be well if there is no strong synergy between addressed right away. The accumulation of the riverbanks people, who are the object waste in Cikapundung River resulting and subject of the program, and the siltation threaten the balance of government. The synergy will develop if ecosystems. Flood and waste will be the there is an effective communication from main problem of the city if this poor the government to the society in regard to situation cannot be overcome. This this government-initiated program. Thus, government-planned rescue program the research aims to reveal the campaign cannot work well if there is no support from media in Gerakan Cikapundung Bersih. many stakeholders, especially from Cikapundung riverbanks people themself. LITERATURE REVIEW They are the ones who interact with the According to Roger and Storey in river and own a great deal with its Venus (2004: 7), campaign is a existence. They are both the object and communication activity in conveying subject of Gerakan Cikapundung Bersih messages through a network of (GCB). Therefore it is needed a strong communication channels in an integrated synergy between the government and the manner and organizing such riverbanks people to succeed this communication activities with the aim of environment development movement. producing impact on individuals in large Dada Rosada, the past mayor of numbers, and or community groups in Bandung, said that to restore the original accordance with the targets to achieve, at function of Cikapundung is not easy and a certain term. indeed it is needed a long time and effort. Forum Ilmu Sosial 44 (2), December 2017, pp. 82-93 84

In “Manajemen Kampanye: Teori dan to raise the response, (2) the goals of the Aplikasi”, Venus also explains campaign in campaign, (3) the program or planning of more detail: (1) as a planned and up-to- the campaign, (4) the objectives of the date effort to inform, educate, or convince campaign. the public for a specific purpose, (2) using To talk about the types of campaigns, symbols to affect human beings in such a in principle, is to talk about the motivation way to raise a certain behavior desired by behind them. In turn, it will determine the the communicators, (3) a continuous direction of the campaign and the goals to marketing communication activity plan achieve. So there is inherently an which is implemented on a schedule that interconnection between motivation and shows a role or media (television, radio, campaign objectives. Therefore, Charles U. magazines, newspapers, and movies), (4) Larson (1992) in Venus (2004: 10) public campaign is a communication classifies the types into the following three activity in conveying messages through a categories: Product-oriented campaigns, network of communication channels in an candidate-oriented campaigns and idea- integrated manner and organizing such logically or cause oriented campaigns. As communication activities with the aim of described in Nowak and Warneryd's producing impact on individuals in large campaign model (in McQuail & Windhal, numbers, and or community groups in 1993 in Venus, 2004: 23), there are eight accordance with the targets to achieve, at systematic, interconected elements to a certain term. notice in a campaign: (1) intended effect, Based on the definitions above, it is (2) competiting communication, (3) concluded that campaign is a planned communication object, (4) target communication activity to provide population & receiving group, (5) the information, educate, persuade and affect channnel, (6) the message, (7) the a bunch of individuals or communities communicator, (8) the obtained effect. through media (television, radio, The following is the relevant campaign magazines, newspapers, and more) in model adapted from Manajemen order to reach desired goals at a certain Kampanye, Antar Venus (2004). time. Venus also states that the materials and contents of a campaign are usually related to: (1) the theme, topic, and issue

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Starting Point -Competiting Manipulated factors Intende Communication Receiving Obtaine d Effect -Communication Group -Message d Effect Object -Channel/Media -Target -Communicator Population

Figure 1. Nowak and Warneryd's Campaign Model According to the model, there are 3 thorough description, analyze words, elements included to factors to design to report repondents' detailed viewpoint and reach desired obtained effect: channel, did all of these in a natural setting. message, and communicator. This The research used case study research focus on campaign messages in approach. This made the research be able Gerakan Cikapundung Bersih. Beside to provide a comprehensive description media and communicator, message is one and explanation about every action of the of manipulated factors. What is meant by community who realize the importance of manipulation here is a message in a clean environment, particularly of campaign must be designed in such a way Cikapundung River. This is in accordance as to be able to persuade the target with Mulyana (2002: 201) that states that audience, so that the obtained effect of the case study is a comprehensive description campaign can be achieved. and explanation about various aspects of an individual, a group, an organization METHOD (community), a program, or a social The writers used qualitative method to situation. By fully studying an individual, a to reveal the campaign media in Gerakan group, or an event, the writers would like Cikapundung Bersih. They chose it to provide a comprehensive and in-depth because the problem to explore thoroughly viewpoint about the object studied. is a social problem and the research was Case study approach looks at a case conducted in natural setting. As stated by as a full entity and not a collection of parts Cresswell (2010: 15), a qualitative or score of variables (Ragin in Mulyana, research is a process to explore social and 2002: 203). Thus, case study is holistic human problems. In this research, the and multisources. Therefore, the writers writers sought to build a complex and sought to collect data from various Forum Ilmu Sosial 44 (2), December 2017, pp. 82-93 86 resources related to the topic of the organized information for (3) conclusion research. drawing and verification. The researcher As stated by Yin (2010), a case study sought to find the meaning of every research can use six different evidence: symptom acquired from the field, recorded documents, archives, interviews, direct the regularity or the possible explanation observations, participant's obeservations, and configuration, the flow of causality, and physical devices. In this research, data and proposition. As long as the research are collected from direct observations, continued, any established conclusions interviews, and literature study. Direct would be continuously verified until a valid observations were made on a number of and solid conclusion obtained. activities conducted by the Kuya Gaya 15 community in an effort to raise awareness RESULT AND DISCUSSION of clean environment among the people in Gerakan Cikapundung Bersih as a Social Cikapundung riverbanks. In-depth Movement interviews were conducted to the chairman Gerakan Cikapundung Bersih (GCB) is and members of Kuya Gaya 15 a program that aims to improve community, the head of RT, and several environmental awareness among people of Cikapundung riverbanks. The community who live in Cikapundung observations and interviews were made to riverbanks. According to Wood and collect primary data, while secondary data Jackson (in Sztompka, 1994:326), social were collected from literature study on movement is closely related to social various documents and archives related to change. It has various causal status related the topic. to change. Gerakan Cikapundung Bersih The analysis of research data used (GCB) can be seen as a mediator for a interactive model stated by Matthew B. positive social change. Miles & Michael A. Huberman (1992, in The current Cikapundung River looks Salim: 2001). They state that data analysis very different from the past. As stated by consists of three stages: (1) data reduction, Pak Herman S., the head of RT 10 RW 15, focusing attention on simplification, Kelurahan Tamansari Kecamatan abstraction, and the transformation of Bandung Wetan, Pulosari region was a rough data acquired from the field (2) data bamboo plantation. The Cikapundung display, describing the collection of riverbanks was full of bamboos. At the

87 Octavianti & Mulyana / Media In “Gerakan Cikapundung Bersih” beginning, before 1950s, Pulosari region evidence of the decline of past tradition. As was not flanked by two rivers—just the time goes by and the community's traversed by the stream of Cikapundung needs increase, the past tradition has gone River on the eastern of the region. to a negative direction. This led to However, after the dam on the north had Cikapundung River contamination and a broken-down, the region was hit by a flash far-from-healthy environment. flood. Much, much soil was carried away Gerakan Cikapundung Bersih is a by the flood, and in the end it formed a new movement that aims to improve watershed on the western of the region. institutions, laws, ways of life, and faiths Based on the information about past that were established in the past but condition from the informants who have eroded today—the awareness of clean lived in the region for more than 20 years, environment. The movement is clearly the community experienced the past carried by the Goverment of Bandung. condition and the benefits of Cikapundung However, since this is a social movement, River. As a social movement, Gerakan the society must play an active role to grow Cikapundung Bersih is considered the awareness of clean environment and conservative. make the river beautiful and healthy so that Conservative movement is a it provides lots of benefits for the entire movement which leads to the past and society of the riverbanks and wider society. emphasizes tradition by working to Social movement should be understood as improve the institutions, laws, ways of life, (1) the collectivity of mutual action; (2) the and the established beliefs of the past but purpose of mutual action is particular eroded and discarded in the course of changes in the community in the same history. That's precisely what happened to ways; (3) the collectivity is relatively the awareness of clean environment of the dispersed but lower in degree than formal community who live in Cikapundung organization; (4) the action has a relatively riverbanks. high degree of spontaneity but are not The current condition of Cikapundung institutionalized and unconventional. So is the conclusive evidence that the social movement is a collective action that community's environmental awareness has are organized loosely, without been eroded. The dirty river and the habit institutionalized ways to make change in a of disposing waste into the river is the Forum Ilmu Sosial 44 (2), December 2017, pp. 82-93 88 society. This is exactly what happened to oriented campaign, a campaign oriented to Gerakan Cikapundung Bersih as well. specific goals and led to social change. Therefore, Kotler classify this a social The Types of Media in Gerakan change campaign, a campaign that aims to Cikapundung Bersih Campaign deal with social issues through changes in Gerakan Cikapundung Bersih (GCB) is attitudes related to public behavior. a program that aims to increase In Nowak and Warneryd's campaign environmental awareness among the model (in McQuail & Windhal, 1993 in people who live in Cikapundung River Venus, 2004: 23), there are eight Banks. As a campaign, Gerakan elements to notice in a campaign. They are Cikapundung Bersih is a communication (1) intended effect, (2) competiting activity in conveying messages through a communication, (3) communication network of communication channels in an object, (4) target population & receiving integrated manner and organizing such group, (5) the channnel/media, (6) the communication activities with the aim of message, (7) the communicator, (8) the producing impact on individuals in large obtained effect. The elements are numbers, and or community groups in systematic and interconnected. One of accordance with the targets to achieve, at them is channel/media. certain terms, namely medium-term The channels used in socializing (2009-2013) and long-term (2005- Gerakan Cikapundung Bersih are outdoor 2025). media such as billboards and banners Inherently, there is an interconnection installed in strategic places and alternative between the motivation and the goals of media like T-Shirt. To convey important Gerakan Cikapundung Bersih. To talk messages of Gerakan Cikapundung Bersih, about the types of campaigns, in principle, Bandung City Government officially use is to talk about the motivation behind outdoor media. But, the riverbanks people them. In turn, it will determine the consider it ineffective because the direction of the campaign and the goals to messages are unattractive and not much achieve. Thus, based on Charles U. exposed to people for they are so cursory. Larson's classification (1992) in Venus What makes them unattractive is the (2004: 10), Gerakan Cikapundung Bersih formal language style they use. is considered an idea-logically or cause Theoretically, there are three message

89 Octavianti & Mulyana / Media In “Gerakan Cikapundung Bersih” styles: (1) formal, composing message by riverbanks people, the target audience of formal sentences; (2) informal, composing the campaign. message by message effectiveness; and In addition to outdoor media, the GCB (3) combined, composing message by also uses alternative media: T-shirts, combining formal and informal styles. which are distributed to the riverbanks

Figure 2. Formal Message Style in Outdoor Media

In that pictures, we can read “orang people. They can wear them continuously, bijak tidak buang sampah ke Sungai so that means they can be exposed to Cikapundung (wisemen do not waste to campaign messages on the T-shirts Cikapundung River)” and “peliharalah repeatedly. In contrast to outdoor media, sumber air dengan tidak menyimpan people consider messages on alternative sampah dan limbah ke sungai (maintain media very interesting and well-received. our water source by not disposing waste This is due to the use of informal style into the river).” These two sentences on the T-shirts messages: the everyday

Figure 3. Informal Message Style in Alternative Media clearly show formal style conveyed by the language is easily understood by the government, the initiator of the GCB, to the riverbanks people. The informal elements can be seen from the use of Indonesian, Forum Ilmu Sosial 44 (2), December 2017, pp. 82-93 90

Sundanese, the mother tongue of the campaign messages. In Gerakan riverbanks people, and English, the Cikapundung Bersih, the use of considered-cool-and-catchy international interpersonal communication channel is language. very important to optimize the messages The three pictures above show the use that have been delivered through mass of informal language on campaign media. messages. The first message “Save me! The optimization of this interpersonal Cikapundung sanes wadah runtah” use a communication channel embodies a bi- combination of English and Sundanese directional campaign. Gerakan with improper grammar rules. The English Cikapundung Bersih is strongly relies on “Save me!” is combined with Kuya Gaya 15 to spread out the messages “Cikapundung sanes wadah runtah” which of the importance of Cikapundung River means “Cikapundung is not a dumpster.” cleanliness through their communication Similarly, the second and third T-shirts network to target audiences. This bi- both use Sundanese, the mother tongue of directional campaign is also reffered to as the GCB campaign area. audience oriented campaign. Here is a Venus in Manajemen Kampanye model of campaign media use in Gerakan (1009; 84) states that, in a campaign, Cikapundung Bersih. mass media communication tends to be Interpersonal commmunication has an placed as the main communication important role in delivering the messages channel because it's the only media to of Gerakan Cikapundung Bersih. The achieve large audiences. In addition to its messages delivered by the activists of ability to multiply the dissemination of Komunitas Kuya Gaya 15 are much easier information, mass media also has the to be accepted by people living in ability to persuade audiences. A campaign Cikapundung River Banks, particularly in strategy that entirely uses mass media as a Pulosari. Kuya Gaya 15 community is the communications channel is commonly drive in the effort of improving the referred to as media oriented campaign. awareness of clean environment within the But even so, what is stated above is minds of the community of Cikapundung different from one happens in Gerakan riverbanks, particularly they who live in Cikapundung Bersih. Mass media is used Pulosari region, RT 9 and RT 10 of RW 15, only as an additional medium for delivering Kelurahan Tamansari, Kecamatan

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Bandung Wetan, Kota Bandung. Several or so-called “papalidan” in Sundanese. informants stated that they didn't recognize This activity is very popular and loved by Gerakan Cikapundung Bersih as a the society of the riverbanks. Beside government program. All they recognized community members, many people take was Kuya Gaya. According to most part in it. This social movement is proven informants, the greening movement, effective in diminishing the habit of cleaning up the garbage in Cikapundung disposing waste into the river. Because the River and kukuyaan are the activities of river is used as a means to play, the society Kuya Gaya. They said that they got the is moved not to pollute the river. Moreover, clean environment messages from Kuya they remind each other if they find Gaya. someone still disposing waste into the Almost all non-activist Kuya Gaya river. The following was an expression from informants stated that Gerakan a young man who participates in kukuyaan Cikapundung Bersih is a movement of to a housewife who got caught throwing Kuya Gaya 15. The society were exposed away garbage into Cikapundung River.

Figure 4. The Kukuyaan Activity by campaign messages delivered by Kuya “Maenya atuh miceun sampah ka Gaya 15 through various activities and Cikapundung. Kotor atuh euy! media. Urang kan hayang maen Kukuyaan, an activity initiated by Kuya kukuyaan. Mun loba sampah, Gaya 15, is an effort to grow the awareness kumaha urang ulin kukuyaan. of clean river within the people in Tong miceun sampah ka Cikapundung riverbanks. It is a water Cikapundung nya Bu!! activity to go down the river by using a tire, Forum Ilmu Sosial 44 (2), December 2017, pp. 82-93 92

“How come you throw away Gerakan Cikapundung Bersih (GCB) begin garbage into Cikapundung. It's to change the society and mobilize and polluting! I want to play organize other societies for an effective kukuyaan. If the river is full of change. The charter of Kuya Gaya 15 is a garbage, how can I play it. Please form of this social movement. All activities don't throw your garbage away campaigning Gerakan Cikapundung Bersih into the river, Ma'am!” are conducted by this community. This The awareness of not polluting government program can be delivered well Cikapundung River has gradually grown in with the help from Kuya Gaya 15. the mind of Pulosari people. But sometimes laziness comes. Many people CONCLUSSION still pollute the river, but many people also Media used in Gerakan Cikapundung become an agent of change. They are Bersih are outdoor and alternative media. never tired to remind others personally and Outdoor media such as billboards and informally that polluting Cikapundung is an banners installed in strategic places. unwise act, as spontaneously spoken from Alternative media such as t-shirts, which one of the informants that "Wise people do are distributed to the riverbanks people. not pollute Cikapundung River". This is They can wear them continuously, so that exactly what stated on the information means they can be exposed to campaign board near the bridge in front of the messages on the T-shirts repeatedly. informant's home. However, the most effective way to deliver Social movement is a unique campaign messages is direct movement in a close mutual relationship communication (interpersonal), especially between internal and external changes. by Kuya Gaya 15 community through their What unique is that it changes community activities such as kukuyaan and gotong while changes itself as well as mobilizes royong. Word of mouth (interpersonal and organizes to change them more communication) is the method which drive effectively. This was exactly what of the success of the campaign. happened to people. They were the society who live in Cikapundung riverbanks and REFERENCE the subject who made the condition of Cresswell, J. W. 2007. Qualitative Inquiry Cikapundung River getting worse. But and Reserach Design: Choosing

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Among Five Approaches. New Delhi: Sage. Mulyana, Deddy. 2002. Metodologi Penelitian Kualitatif. Bandung: PT Remaja. Rosdakarya. Salim, Agus. 2001. Teori dan Paradigma Penelitian Sosial. Yogyakarta: Tiara Wacana Sztompka, Piotr. 1994. The Sociology of Social Change.Oxford u.a: Blackwell. Venus, Antar. 2004. Manajemen Kampanye. Bandung: Simbiosa. Yin, Robert K. 1996. Studi Kasus: Design dan Metode. : Raja Grafindo Persada.