Peasant’s Movement Communication Strategies (Virtual Ethnography Study of Instagram Account @jogja_darurat_agraria)

Aprilianti Pratiwi, Sarwititi Sarwoprasodjo, Endriatmo Soetarto, Nurmala K. Pandjaitan

Abstract

Issue of land grabbing and its relevation, such as violence, discrimination and criminalization of peasents, often escapes from the mainstream of the media. For this reason, a strategy is needed to make the people become aware of the issue of land grabbing. So far the strategy that has been done by activists, academics and related parties to defend the peasents who have been violence, discriminated and criminalized with conventionally. The purpose of this study is to analyze the communication strategies of peasant resistance movements on social media. The method used in this study is virtual etnography with participatory online observation techniques through two stages; studying and carrying out details the object. The researcher doing online partisipatif observation to the Instagram accounts @jogja_darurat_agraria by identifying elements of: communicators, communicants, messages, media, and effects. The results showed that the account already has carried out a well strategy communication, so that their ideological message well deliver to the communicant. The online activism of the peasant movement is the first step to mobilize the people to move in real terms.

Keywords


communication strategy, peasant movement, social media, virtual ethnography


References

Ahmad, A. (2012). Perkembangan Teknologi Komunikasi dan Informasi: Akar Revolusi Dan Berbagai Standarnya. Jurnal Dakwah Tabligh, Vol. 13, No. 1, Juni 201, 137-149.

Arifiyanto, S. (2018). Praktik Budaya Media Digital dan Penganruhnya. Yogyakarta: Aswaja Presindo.

Cangara, H. (2014). Perencanaan & Strategi Komunikasi. Jakarta: PT. Raja Grafindo Persada.

Chan, J., & Lee, F. (2014). Preliminary research on the new organizational forms of occupy movement. MingPao Daily, edisi 10 November 2014. Hal. A29.

Della Porta, D. (2013). Can democracy be saved? Participation, deliberation, and social movement. Cambridge, UK: Polity Press.

DIM. (2017). Advokasi Lewat Petisi Daring Belum Efektif. https://nasional.kompas.com/read/2017/03/24/17170001/advokasi.lewat.petisi.daring.belum.efektif. Diakses pada 28 Januari 2019.

Effendy, Onong U. (2007). Ilmu Komunikasi, Teori dan Praktek. Bandung: PT. Remaja Rosdakarya.

Galuh, I. (2016). Media Sosial sebagai Strategi Gerakan Bali Tolak Reklamasi. Jurnal Ilmu Komunikasi, volume 13, nomor 1, Juni 2016, 73-92.

Hamid, U. (2014). Dinamo (Digital Nation Movement). Yogyakarta: Bentang Pustaka.

Hine, C. (2000). Virtual Ethnography. London: Sage Publication Ltd.

Kozinets, R.V. (2013). Netnography Doing Etnographic Research Online. Washington, DC: Sage Publication Ltd.

KPA. (2019). Catatan Akhir Tahun 2018 Konsorsium Pembaruan Agraria: Masa Depan Reforma Agraria Melampaui Tahun Politik. Jakarta: Konsorsium Pembaruan Agraria.

Lee, P., et.al. (2015). Social media and Umbrella Movement: insurgent public sphere in formation. Chinese Journal of Communication. Vol. 8, 2015, 1-20.

Lim, M. (2014). Seeing Spatially: People, network, and movements in digital and urban spaces. International Development Planning Review. Vol. 36 (1), 51-72.

Lin, Z. X. (2017). Contextualized Transmedia Mobilization: Media Practices and Mobilizing Structures in the Umbrella Movement. International Journal of Communication, Vol. 11, 48–71.

Miles, M.B., Huberman, A.M, dan Saldana, J. (2014). Qualitative data analysis, a methods sourcebook, 3rd Edition. USA: Sage Publications.

Mulyana, D. (2013). Ilmu Komunikasi, Suatu Pengantar (Cetakan Kelimabelas). Bandung: Remaja Rosdakarya.

Prastika, AC. (2017). Gerakan Sosial Baru di Dunia Siber. Etnografi Online Media Sosial dalam Akun Twitter dan Halaman Facebook Gerakan Yogya Darurat Agraria. [Skripsi]. Universitas Gadjah Mada. Yogyakarta.

Prismamudti, S.U. (2018). Strategi Komunikasi GNPF-MUI dalam Menggalang Massa Aksi 212. [Skripsi]. Fakultas Ilmu Dakwah dan Ilmu Komunikasi Universitas Syarif Hidayatullah. Jakarta.

Ruhlig, T. (2015). Hong Kong’s umbrella movement in search of self-determination. UIpaper. No. 3, 1-22.

Ramdloni, M. (2005). Teologi Petani: Analisis Peran Islam dalam Radikalisme Gerakan Petani pada Forum Perjuangan Petani Nelayan Batang Pekalongan (FP2NB) di Kabupaten Batang dan Pekalongan. [Tesis]. Surakarta: Universitas Muhammadiyah Surakarta.

Santoso, D.H. (2014). Mobilisasi Sosial dalam Ruang Virtual: Studi Etnografi Virtual pada Situs www.sedekahrombongan.com. Jurnal Pekommas, Vol. 17, No. 1.

Sarwoprasodjo S. (2007). Penggunaan Ruang Publik Untuk Pemecahan Masalah Sosial Di Pedesaan. [Disertasi]. Depok: Universitas Indonesia.

Sasongko, T. H. (2006). Potret Petani: Basis Pembaruan Agraria. Jakarta: AKATIGA.

Savirani, A., et.al. (2014). Ringkasan eksekutif hasil survei demokrasi power, welfare and democracy. Penelitian Power, Welfare, and Democracy. Yogyakarta: Universitas Gadjah Mada.

Shirky, C. (2011). The political power of sosial media: Technology, the public sphere, and political change. Foreign Affairs, 90 (1), 28-41.

Statista. (2019). Leading countries based on number of Instagram users as of January 2019 (in millions). https://www.statista.com/statistics/578364/countries-with-most-instagram-users/. Diakses 20 Februari 2019.

Suharko. (2006). Gerakan Sosial baru di Indonesia: Repertoar Gerakan Petani. Jurnal Ilmu Sosial dan Ilmu Politik, 10(1), 1-34.

Tapscott, D. (2013). Grown Up Digital: Yang Muda Yang Mengubah Dunia. Penerjemah: Fajarianto. Jakarta: PT Gramedia Pustaka Utama.

Villanueva, M. J. (2012). Sosial media for sosial change. Dalam Simon Winkelmann (ed). The Sosial Media (R)evolution?: Asian Perspective on New Media (175-182). Singapore: Konrad-Adenauer-Stiftung.

Wijanarko, et. al. (2014). Komunikasi penyadaran kritis gerakan petani. Makara Hubs-Asia, 18 (1), 1-14.




DOI: http://dx.doi.org/10.30818/jpkm.2019.2040207

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License