KOMUNIKASI POLITIK BERMEDIA DAN PENGGUNAANNYA OLEH MASYARAKAT (Survey pada Masyarakat Palopo Sulawesi Selatan Tentang Kampanye Pilpres 2014)
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Abstract
ABSTRACT
Background of this research is about on political communication by media and its use among
community/constituents in relation to the implementation of the campaign program of the presidential
election campaign in 2014. By surveying Palopo community in South Sulawesi, this study focuses on
media use in political communication, in the president/vice-president election campaign 2014. The
result shows that the audience is active in using of media. They select media and the contents. It’s is
marked by various forms of activity in media use, both media content use phenomenon, media type and
exposure. Moreover, this phenomenon becomes a justification for the truth of uses and gratification
theory model assumption that the formation of certain media usage patterns is a result of satisfaction
fulfillment by the media. This study did not find any factors that determine media use patterns.
Therefore, further research should improve the analysis by using LISREL analysis to find the
dominating factor in determining media usage patterns.
Key words: Political Communication; Media Usage
ABSTRAK
Penelitian ini dilatarbelakangi oleh fenomena komunikasi politik bermedia dan penggunaannya oleh
masyarakat konstituen dalam kaitan pelaksanaan program Kampanye Pilpres 2014. Dengan
menggunakan metode survai dan menjadikan masyarakat Palopo Sulawesi Selatan sebagai kasus,
penelitian difokuskan pada soal bagaimana masyarakat menggunakan media komunikasi politik dalam
kampanye Pilpres/Cawapres 2014. Hasil penelitian memeperlihatkan bahwa khalayak itu aktif dalam
penggunaan media. Mereka melakukan seleksi media dan isinya dalam kaitan penggunaan media.
Kebenaran itu sendiri ditandai oleh ragam bentuk aktifitas dalam penggunaan media baik dari segi
fenomena penggunaan isi media, jenis media dan terpaan media. Di sisi lain, terjadinya fenomena pola
penggunaan yang demikian, juga dengan sendirinya menjadi justifikasi bagi kebenaran asumsi model
teori uses and gratification. Kebenaran dimaksud yaitu bahwa terbentuknya pola tertentu dalam
penggunaan media karena dorongan-dorongan untuk memenuhi kepuasan yang akan diperoleh dari
media. Hanya saja dalam penelitian ini belum dapat ditemukan faktor apa yang paling diterminan
dalam menentukan pola audiences dalam menggunakan media itu. Oleh karenanya, di masa
mendatang, bagi peneliti yang tertarik untuk melakukan riset sejenis, hendaknya meningkatkan alat
analisisnya dengan menggunakan lisrel analisis guna menemukan faktor dominan dalam menentukan
pola audien dalam penggunaan media.
Kata-kata kunci : Komunikasi politik; Penggunaan Media.
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UU No. 16 Th 2014 tentang Pemilihan Umum Presiden dan Wakil Presiden