Local Media and Local Community in Semarang

Keywords

Local Media; Local Community; Audience Research

Abstract

To be survive in the development of technology recently, a local media in Semarang, namely Suara Merdeka daily, give special attention to local communities. It gives special attention in its publication. It also routinely creates a community award programme to support the existence of local communities. How do local communities consume the local media? How do they understand the local media? How do they position the local media in the development of new technology recently? This research objective was to describe the local communities in understanding the local media. It used an audience research perspective in a constructive paradigm. Audience ethnography was used as a research design. There were nine local communities to be observed and interviewed to get data. There were three tradition in this perspective, namely structural, behavioral and cultural tradition. The first tradition tried to get answer quantitative data which needed by media industries to support their economical interest. The second one focused on effect of media content to its consumers. The last tradition gave attention to audience activities to create a meaning when consuming media content. According to social cognition model, there are two principles to explain how audience consume media content, namely sufficiency principle and accesibility principle. The first one focuses on what kinds of information that may retrieve when constructing a judgment. The second one focuses on how easy to access information when constructing a judgment. The result showed that mostly key informants had no a close relationship with local media. They were seldom to consume routinely the local media. To support their needs in information they used social media such as instagram, facebook. They used whatsap to interact each others. The relationship between local media just to support their activities to be published and promoted. They bought the local media when their communities were published by the media. They were almost never used the local media as a stimulant to discuss something. They would discuss the content when their communities be published. The main function of the local media to them was just as an information source to another communities or another information about their city, health, and parental role.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Sunarto
AU  - Adi Nugroho
AU  - Dwi Purbaningrum
AU  - Anna Puji Lestari
AU  - Heni Indrayani
AU  - Immanuel Dwi Asmoro Tunggal
PY  - 2019/11
DA  - 2019/11
TI  - Local Media and Local Community in Semarang
BT  - Proceedings of the 3rd International Conference on Indonesian Social & Political Enquiries (ICISPE 2018)
PB  - Atlantis Press
SP  - 57
EP  - 59
SN  - 2352-5398
UR  - https://www.atlantis-press.com/article/125922568
ID  - 2019/11
ER  -