REPUTASI UNIVERSITAS MERCU BUANA SEBAGAI LEMBAGA PENDIDIKAN MELALUI PROMOSI DI MEDIA SOSIAL INSTAGRAM (ANALISIS FRAMING)

APRILIA, TASYA (2023) REPUTASI UNIVERSITAS MERCU BUANA SEBAGAI LEMBAGA PENDIDIKAN MELALUI PROMOSI DI MEDIA SOSIAL INSTAGRAM (ANALISIS FRAMING). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

To build a positive image as well as promotional media, Universitas Mercu Buana (UMB) uses social media, Instagram as its communication medium. UMB has two Instagram accounts managed by two different teams, the @univmercubuana Instagram account managed by the marketing team and the @humas_univmercubuana Instagram account managed by the PR team. This study aims to see the positive image built by UMB through @univmercubuana and @humas_univmercubuana Instagram posts. Used the concept of framing the Gamson and Modigliani models where framing was judged from the elements of the media package. In addition, the author uses an interpretive paradigm with descriptive qualitative research methods, using @univmercubuana and @humas_univmercubua Instagram accounts as research objects. Used Gamson and Modigliani framing analysis techniques, with a total of 6 posts of analysis units. The results of the study stated that there were differences in the concept of posts to media packages, such as parables, the use of connotative and denotative words / sentences to the jargon used. The conclusion of the study is that the two Instagram accounts have different media packages in framing information on Instagram. The reputation built by @univmercubuana Instagram account is as a dream campus with many scholarships offered. The reputation built by @humas_univmercubuana Instagram account is as a dream campus that has many achievements. Keyword: Instagram, Framing, Promotion, Marketing, PR Team Untuk membangun citra yang positif sekaligus media promosi, Universitas Mercu Buana (UMB) menggunakan media sosial yaitu instagram sebagai media komunikasinya. UMB memiliki dua akun instagram yang dikelola oleh dua tim berbeda, yaitu akun instagram @univmercubuana yang dikelola oleh tim marketing dan akun instagram @humas_univmercubuana yang dikelola oleh tim humas. Penelitian ini bertujuan untuk melihat citra positif yang dibangun oleh UMB melalui postingan instagram @univmercubuana dan @humas_univmercubuana. Pada penelitian ini, menggunakan konsep framing model Gamson dan Modigliani dimana framing dinilai dari unsur media package nya. Menggunakan Paradigma interpretif dengan metode framing, pendekatan kualitatif deskriptif, menggunakan akun instagram @univmercubuana dan @humas_univmercubua sebagai objek penelitian, menggunakan teknik analisis framing Gamson dan Modigliani, dengan total unit analisis 6 postingan. Hasil penelitian menyatakan adanya perbedaan pada konsep postingan sampai media package, seperti perumpamaan, penggunaan kata/kalimat konotatif dan denotatif sampai jargon yang digunakan. Kesimpulan dari penelitian bahwa kedua akun instagram memiliki media package yang berbeda dalam membingkai informasi di Instagram. Reputasi yang dibangun oleh akun instagram @univmercubuana adalah sebagai kampus impian dengan banyaknya beasiswa yang ditawarkan. Reputasi yang dibangun oleh akun instagram @humas_univmercubuana adalah sebagai kampus impian yang memiliki banyak prestasi. Kata kunci: Instagram, Framing, Promosi, Marketing, Humas

Item Type: Thesis (S1)
Call Number CD: FK/PR. 23 016
Call Number: SK/42/23/023
NIM/NIDN Creators: 44219010034
Uncontrolled Keywords: Instagram, Framing, Promosi, Marketing, Humas
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
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
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 > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
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 > 302.24 Content/Isi Komunikasi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 12 Apr 2023 02:22
Last Modified: 12 Apr 2023 02:22
URI: http://repository.mercubuana.ac.id/id/eprint/76367

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