LARASATI, ANINDYA (2021) STRATEGI KONTEN KREATIF DALAM MEWUJUDKAN GOOD GOVERNANCEMELALUI INFORMASI PUBLIK (Studi Media Instagram DPR RI). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Social media utilization is currently more on promotion or publicizing the activities of one agency or company as conducted by the Government of DPR-RI to the work activities of the Chairman and member of DPR-RI. The concept of transparency or disclosure of information in addition to being an important part of good governance, is a fundamental aspect. Through this transparency, every public body, including the DPR- RI must open access to information to the public. Researchers used Ika Dating's creative Content Strategy concept (2018) explaining how the information strategy got to the public. The strategy tools content is used as follows: Conten Audit, user persona, Conten vision statement, and channel strategy. Data collection is done with in-depth interviews. The methods used are single case studies of Intrinsic (Stake 1995, 2005), Expreslanative (Yin1996) and Snapshot (Jensen and Rodger 2001). This research shows good governance through Instagram social media is very effective in publishing the performance of leaders and members of DPR-RI. The strategy of parliamentary Preaching Bureau to absorb the needs of information that is desired by the public concerning the performance of DPR-RI is the key to important success. Keywords : Strategy, Creative Content, Good Governance, Conten Audit, User Persona, Conten Vision Statement, dan Channel Strategy Pemanfaatan media sosial saat ini lebih pada promosi atau mempublikasikan aktifitas satu instansi atau perusahan sebagaimana dilakukan oleh Kesekjenan DPR-RI terhadap aktifitas kerja pimpinan dan anggota DPR- RI. Konsep transparansi atau keterbukaan informasi selain menjadi bagian penting dalam penyelenggaraan pemerintahan yang baik (good governance), merupakan aspek mendasar. Melalui transparansi ini, setiap badan publik, termasuk DPR-RI haruslah membuka akses informasi kepada publik. Peneliti menggunakan konsep strategi konten kreatif Ika Dating (2018) yang menjelaskan bagaimana strategi informasi sampai ke publik. Konten strategy tools yang digunakan sebagai berikut: conten audit, user persona, conten vision statement, dan channel strategy. Pengumpulan data dilakukan dengan wawancara mendalam (indepth interview). Metode yang digunakan studi kasus tunggal Intrinsik (Stake 1995, 2005), eksplanatif (Yin1996) dan snapshot (Jensen and Rodger 2001). Penelitian ini menunjukan good governance melalui media sosial instagram sangat efektif dalam mempublikasikan kinerja pimpinan dan anggota DPR-RI. Strategi biro pemberitaan parlemen untuk menyerap kebutuhan informasi yang diinginkan oleh publik menyangkut kinerja DPR-RI menjadi kunci keberhasilan penting. Kata kunci: Strategi, Konten kreatif, Good Governance, Conten Audit, User Persona, Conten Vision Statement, dan Channel Strate
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