PERAN COPYWRITER PADA PORTAL BERITA ONLINE IDX CHANNEL

PUTRI, SHIFA NURHALIZA (2022) PERAN COPYWRITER PADA PORTAL BERITA ONLINE IDX CHANNEL. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Along with the times, media organizations are increasingly modern. Convergence is technological, industrial, cultural and social change in media circles. IDX Channel as a news portal, makes news production one of its main business activities. IDX Channel has implemented media convergence which has an impact on the role and work demands of its employees to become multitasking. The profession of journalist or journalist on IDX Channel is replaced by Copywriter. From the description above, the focus of researchers is interested in researching the "Role of Copywriters in the IDX Channel Online News Portal". This research is a descriptive research with a qualitative approach. This research describes the data analysis through case studies. Data collection techniques were carried out by interviewing three sources of this research. Based on the results of the study, it shows that, by applying media convergence, the work demands of IDX Channel employees are also affected. Where Copywriters at IDX Channel are also in charge of making news like journalists in general. The Copywriter position under the Digital Marketing Division of IDX Channel is also in charge of making news like journalists in general, namely conducting interview sessions and conducting news searches. Even though they both write articles, their focus is different, journalists focus on making and arranging words into news that is factual and neutral. While Copywriter focuses on writing writing that is commonly used in the world of advertising which requires that the ads have more appeal. Key words: Media Convergence, Journalist, Copywrite Seiring dengan perkembangan zaman, organisasi media semakin modern. Konvergensi adalah perubahan teknologi, industri, budaya dan sosial di kalangan media. IDX Channel sebagai sebuah portal berita, menjadikan produksi berita sebagai salah satu aktivitas bisnis utamanya. IDX Channel telah menerapkan konvergensi media yang berdampak pada peran dan tuntutan pekerjaan karyawannya menjadi multitasking. Profesi wartawan atau jurnalis di IDX Channel digantikan dengan Copywriter. Dari uraian di atas, maka fokus peneliti tertarik untuk meneliti terkait “Peran Copywriter Pada Portal Berita Online IDX Channel”. Penelitian ini merupakan peneilitan Deskriptif dengan pendekatan kualitatif. Penelitian ini menjabarkan secara analisis data melalui studi kasus. Teknik pengumpulan data dilakukan dengan mewawancarai tiga narasumber penelitian ini. Berdasarkan hasil penelitian menunjukan bahwa, dengan menerapkan konvergensi media, tuntutan kerja karyawan IDX Channel juga ikut terperngaruh. Dimana Copywriter di IDX Channel juga bertugas membuat berita seperti jurnalis pada umumya. Posisi Copywriter yang berada di bawah divisi Digital Marketing IDX Channel juga bertugas membuat berita seperti jurnalis pada umumya yakni melakukan sesi wawancara dan melakukan pencarian berita. Meski sama-sama membuat tulisan, namun fokus keduanya berbeda, jurnalis berfokus pada pembuatan dan penyusunan kata menjadi sebuah berita yang sesuai fakta dan netral. Sedangkan Copywriter berfokus pada pembuatan tulisan yang biasa digunakan dalam dunia advertising yang mengharuskan iklan-iklannya memiliki daya tarik lebih. Kata Kunci : Konvergensi Media, Jurnalis, Copywriter.

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