SARI, FIDYA MULIA (2015) KOMODIFIKASI PROGRAM KULINER PADA TELEVISI LOKAL NON KOMERSIAL - DAAI TV INDONESIA (Studi Analaisis Wacana Kritis Pada Program Kreasi Dapur Sehat Episode 97 Yang Bekerja Sama Dengan Merk Dagang Hakasima). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
DAAI TV Indonesia merupakan perpanjangan tangan dari DAAI TV Taiwan dibawah yayasan Budha Tzu Chi, dengan prinsip benar (chen), bajik (shan), dan indah (mei). Program- program yang dihadirkan oleh DAAI TV Indonesia meliputi sosial kemanusiaan, kesehatan, anak & keluarga, budaya humanis, motivasi & spiritual, lingkungan, drama serta liputan terkini. DAAI TV Indonesia satu-satunya televisi di Indonesia yang justru tidak menayangkan iklan komersial. DAAI TV Indonesia hidup dari dua program, yaitu Friends of DAAI dan Public Service Advertisement (PSA). Dalam penelitian ini, penulis hanya akan memfokuskan penelitian pada program Kreasi Dapur Sehat, dimana program ini merupakan program kuliner yang mengangkat beragam varian makanan vegetarian. Ditengah perjalanan Kreasi Dapur Sehat, tepatnya pada episode 97, bekerjasama dengan Hakasima, sebuah perusahaan penyedia perlengkapan rumah tangga (khususnya dapur). Dimana ketika kerjasama ini berlangsung dicurigai adanya komodifikasi yang tidak sesuai dengan konsep DAAI TV Indonesia sebagai televisi non komersil. Metode yang digunakan untuk menganalisa adalah penelitian kualitatif dengan pendekatan kritis melalui metode Analisis Wacana Kritis (Critical Discourse Analysis) yang dikembangkan oleh Norman Fairclough. Karena itu fokus penelitian diawali dari dimensi teks, praktik wacana, hingga praktik sosiokultultural. Untuk membongkar makna di balik teks. Setelah itu penulis membongkar produksi teks dan konsumsi teks dalam dimensi praktik wacana, untuk konstruksi dan komodifikasi yang dilakukan jajaran manajemen terhadap isi program. Terakhir pada dimensi praktik sosiokultural, penulis mencoba membongkar konteks sosiokultural yang memayungi televisi, hingga memproduksi dan mendistribusikan program yang telah dikomodifikasi tersebut. Hasil analisis ini menunjukkan program Kreasi Dapur Sehat masuk ke dalam jenis program kuliner talkshow instructional. DAAI TV yang tidak bersifat komersil kini bernilai komersil dikarenakan adanya bentuk softselling produk lewat instrumen-instrumen berupa tag on di awal serta akhir, dan sublimasi yakni membaur dengan program dalam bentuk adlips, packshot pada program Kreasi Dapur Sehat. Teks dikomodifikasikan menjadi nilai komersil yang semata-mata digunakan untuk perolehan keuntungan. Komodifikasi dari kebutuhan pemirsa dan pengiklan menjadi bentuk kreatifitas yang diandalkan oleh bisnis televisi, dengan begitu dapat dikatakan bahwa semua media televisi pada akhirnya merupakan sebuah industri. DAAI TV Indonesia is a subsidiary of DAAI TV Taiwan, under the aegis of Buddhist Tzu Chi Foundation with three principles of righteousness (chen), virtuousness (shan) and beauty (beauty). Programs that are aired on DAAI TV Indonesia embrace social-humanity, health, children and family, culture, motivation and spiritual, environment, drama and latest news. While other TV channel are competing one another in gaining advertisements, DAAI TV Indonesia is the only one TV channel in Indonesia that does not air commercial advertisement. DAAI TV manages its sustenance from two programs, Friends of DAAI and Public Service Advertisement (PSA). In this thesis, I only focus on analyzing Kreasi Dapur Sehat program, which this program is a cooking show that comes up with various vegetarian dishes. As the time went by, specifically in the 97th episode of Kreasi Dapur Sehat, this program in collaboration with Hakasima—a company that produces cooking wares, was presumed to have a commodification practice within. This practice is a potential of a commercial value which is unsuitable with the concept of DAAI TV Indonesia as a noncommercial TV channel. The method that is used to analyze is qualitative research with critical approach through Norman Fairclough’s critical discourse analysis method. Therefore, this thesis’ focus is begun with dimension text, discursive practices until sociocultural practices to puzzle out the meaning behind the text. Then, I resolve the text production and consumption in discursive practices dimension towards the construction and commodification that the management has executed into the program’s content. Ultimately, I resolve its sociocultural context in the dimension of sociocultural practices of the channel, until it produces and distributes this commodified program. The analysis shows that Kreasi Dapur Sehat is classified as an interactional cooking-themed talk show. DAAI TV that is not supposedly engaged in commerce now has eventually indicated becoming commercial due to the soft selling advertisement approach. That approach can be seen as the tag on sessions at the beginning and the end of program with other sublimation approaches like ad-libs and pack shots in Kreasi Dapur Sehat. The text has been commodified as a commercial value that’s significantly used to gain profits. The commodification that is emerged from audiences and advertisers’ needs has become a creative potential where TV businesses can rely on. Therefore, we can conclude that all television channels are a form of industry eventually.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-552-15-123 |
| NIM/NIDN Creators: | 55209120035 |
| Uncontrolled Keywords: | Komunikasi Pemasaran dan Perusahaan;CORCOM |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 11 Apr 2022 03:08 |
| Last Modified: | 08 Jul 2022 03:34 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/59712 |
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