DARMAWAN, M. ARIF (2015) KOMUNIKASI POLITIK PRABOWO SUBIANTO PADA AKUN FACEBOOK (ANALISIS PERCAKAPAN DALAM MEMBENTUK PERSONAL BRANDING MILITER). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Perkembangan Teknologi Media Baru telah mempengaruhi percakapan antar manusia khususnya pada sosial media, seperti facebook. Tidak hanya menjadi medium berbagi dan bersosialisasi, facebook berkembang menjadi alat politik yang efektif dalam menyampaikan pesan politik secara langsung kepada konstituen. Pada penelitian ini, penulis fokus pada percakapan politik Prabowo Subianto di Akun Facebook resminya. Sebagai seorang politisi, Prabowo menarik untuk diteliti karena dikenal sebagai pribadi dengan kemampuan berorasi yang berapi api namun sarat kontroversi terkait karir militernya yang berhenti di tengah jalan. Dalam penelitian yang mengambil judul Komunikasi Politik Prabowo Subianto pada akun Facebook (analisis percakapan dalam membentuk personal branding militer), penulis memilih lima status Prabowo yang terkait dengan sisi militernya baik berupa foto dan pandangan hidupnya. Penulis menggunakan analisis percakapan dalam meneliti percakapan Prabowo dengan para pengguna facebook lainnya, dan menganalisis personal branding militer Prabowo menggunakan model pendekatan Rampersad. Analisis percakapan memandang interaksi sebagai pandangan struktural, dan untuk meneliti strukturnya menggunakan tiga metode, yakni pasangan berdekatan (Adjacency pair), pengambilan giliran berbicara(Turn Taking) dan transisi tempat yang relevan (Transition Relevance Place). Hasil penelitian menunjukkan bahwa percakapan di status facebook bukan percakapan yang memiliki struktur sempurna karena tidak terdapat pembukaan dan penutup, namun dari segi pasangan berdekatan dan giliran berbicara, percakapan berlangsung utuh dan sempurna. Kehadiran pribadi yang asli dan mewakili keseharian menjadikan kekuatan Personal Branding militer Prabowo Subianto di benak pengguna sosial media lainnya. Dari relasi militer sipil Prabowo mampu dengan baik melakukan percakapan persuasif sekaligus memanfaatkan percakapan di media online sebagai media untuk klarifikasi berbagai tuduhan yang dialamatkan kepadanya. Kata kunci: Media Sosial, Facebook, Analisis Percakapan, Personal Branding The development of new media and technology has been influenced the conversation among society, especially on facebook as one of social media exist nowadays. Facebook today is not only being a platform to share information, it develops to be an effective political means in delivering a political message directly to the constituent. This research focuses on the interaction of Prabowo Subianto to his constituent on his facebook account. Prabowo Subianto as a politician is a distinguished figure to be observed. His speech is considered spirit-full yet remains controversial regarding his unfinished career in military. This research entitled Prabowo Subianto’s Political Communication on Facebook ( A Conversational Analysis in Shaping Military Personal Branding). The writer picked 5 status of Prabowo on facebook, included photos and his personal point of view towards politics. The writer uses a conversational analysis in observing the interaction between him and other facebook users. Meanwhile, to analyze his military personal branding, the writer uses the Rampersad approach. The conversational analysis sees the interaction as a structural paradigm. Therefore to analyze its structure, the writer uses three model namely Adjacency Pair, Turn Taking dan Transition Relevance Place. The result of the observation shown that the conversation on facebook status is not a well structured conversation since it does not include the opening and closing. However, from the conversation flow, it is considered as a well structured one. Prabowo’s appearance on social media represents his personal branding very well. In addition, from the military-civil relations, Prabowo can do a persuasive campaign by using online conversation. In this platform, he is also able to clarify some accusations and other’s perspective toward his action in the past. Keywords: Social Media, Facebook, Conversational Analysis, Personal Branding
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-552-15-002 |
| Call Number: | TK/52/15/110 |
| NIM/NIDN Creators: | 55212110046 |
| Uncontrolled Keywords: | Media Sosial, Facebook, Analisis Percakapan, Personal Branding,MEDIA, manajemen bisnis dan industri media |
| 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: | Admin Perpus UMB |
| Date Deposited: | 06 Sep 2015 17:31 |
| Last Modified: | 23 Jun 2022 03:21 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/7503 |
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