PEMANFAATAN MEDIA SOSIAL DI TELEVISI GRUP MNC
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Abstract
Pengguna media sosial semakin meningkat, seiring dengan tumbuhnya pengguna internet dan perangkat komunikasi bergerak. Generasi muda lebih banyak memilih media sosial untuk mencari informasi dan hiburan. Akibatnya media lama seperti televisi mulai ditinggalkan penonton. Dampak selanjutnya pemasang iklan di televisi cenderung berkurang. Dalam teori konvergensi media (Pavlik, 2001), untuk mempertahankan hdiupnya, media lama harus mengadopsi teknologi media baru, sehingga kontennya dapat tampil pada media yang beragam (multi-platform). Mau tak mau televisi harus memanfaatkan media sosial untuk mempertahankan penonton setianya dan menjangkau pengguna media sosial agar menonton berita televisi. Grup MNC yang memiliki empat stasiun televisi free to air, iNews, RCTI, MNC, Global TV, mulai membangun media sosialnya. Penelitian ini menggambarkan kegiatan tim media sosial MNC dalam memanfaatkan media sosial. Penelitian ini menggunakan perspektif kualitatif bersifat deskriptif dengan metode studi kasus. Pengumpulan data dilakukan dengan wawancara mendalam, observasi dan dokumentasi. Kesimpulan dari penelitian ini adalah MNC menggunakan media sosial untuk mempromosikan program-program beritanya. Media sosial menjadi layar berikutnya untuk konten televisi. Tim media sosial MNC tidak hanya bekerja sebagai pengunggah konten program berita yang sudah tayang di televisi(content uploader), tapi juga menjadi pencipta konten (content creator) media sosial. Kurasi berita yang tampil dilakukan oleh tim media sosial.
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