IMPLIKASI PENGGUNAAN DATA BESAR TERHADAP METODE PENELITIAN AGENDA-SETTING

Karman Karman

Abstract

Teknologi internet menjadi prasarana lahirnya teknologi/media komunikasi, yaitu media sosial. Aktivitas komunikasi manusia ini menyisakan jejak digital dan menyimpan Data Besar. Hal ini memberikan manfaat bagi peneliti untuk melakukan riset ilmiah, termasuk riset komunikasi tentang agenda-setting. Tulisan ini akan mendiskusikan “bagaimana implikasi dengan adanya Data Besar terhadap perkembangan teori agenda-setting”. Artikel ini bermaksud untuk mendeskripsikan implikasi penggunaan Data Besar terhadap metode penelitian agenda-setting. Oleh karena itu, penulis meninjau literatur berkaitan dengan riset agenda-setting untuk mendapatkan perkembangan mutakhir teori tersebut. Kesimpulan penelitian ini adalah kehadiran Data Besar dari aktivitas komunikasi manusia di media sosial memberikan implikasi kepada teori agenda-setting. Teori ini berubah dari hierarkis ke jaringan. Hal ini tidak hanya fokus ke isu dan atribut, tetapi juga kemenonjolan jaringan agenda (isu, atribut). Riset agenda-setting mengandung sejumlah keterbatasan. Keterbatasan tersebut adalah cenderung menganalisis opini publik pada level agregat dan mengabaikan perbedaan kebutuhan orientasi, kurang mempertimbangkan conditional probability, lebih fokus pada hubungan nondireksional dan hubungan yang eksplisit, tidak adanya riset longitudinal, dan riset agenda-setting yang berjaringan tidak diikuti dengan teori jaringan. Penelitian selanjutnya perlu melakukan riset untuk mengisi beberapa keterbatasan di atas.

Keywords


Agenda-Setting, Agenda Berjaringan, Data Besar


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DOI: http://dx.doi.org/10.31445/jskm.2019.2021

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