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Sebuah Kajian Pustaka 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, Indonesia Slamet Mulyana Universitas Padjadjaran, Indonesia Abstract Cikapundung is the river that divides Bandung 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 Citarum River 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 Java 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 85 Octavianti & Mulyana / Media In “Gerakan Cikapundung Bersih” 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
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