New Media 3.0: Merancang Model Pemberdayaan Komunikasi Politik yang Interaktif

Anang Sujoko* -  Universitas Brawijaya, Indonesia

DOI : 10.24269/ars.v8i1.2261

The use of new media in Indonesia significanty grows, especially among the youth generation. Unfortunately, it does not happen in the youth community organization. This study aims to determine the factors that become obstacles for youth community organizations in managing new media for the benefit of the organization. This research is a mixed method by using survey data collection techniques to identify the level of use of new media in each organization and focus group discussion (FGD) to obtain more in-depth data about the problems that become obstacles in its management. This study succeeded in digging data from 15 youth community organizations in the City of Kediri. This research succeeded in mapping the problems experienced by CSOs in utilizing the internet and its interactive platforms. Based on a survey conducted on 15 CSOs, it was found that the main problem faced was the unavailability of qualified human resources in CSOs that were specifically tasked with managing CSO social media accounts. This is also due to the low awareness of CSOs about the potential of the internet and new media 3.0 to treat their political audience. Furthermore, another obstacle faced is the difficulty in producing content. Based on the focus group discussion conducted to follow up on the results, the researcher concluded the two conditions above because CSOs do not have sufficient awareness and knowledge of the potential of the use of the internet and all its interactive platforms for political communication. The conclusion of this study is that the management of new media for organizations has not been taken seriously because of the low level of awareness of the importance of new media for organizational development. However, the design of the digital storytelling concept in order to create a sanse of belongings for the political audience of each community organization is seen as an alternative management solution after the appointment of manager responsibility.
New Media 3.0; Social Media; Political Communication; Mixed Method; Internet; NGO;
  1. Asosiasi Penyelenggara Jasa Internet Indonesia, (2018), Laporan Survei: Penetrasi dan Profil Pelaku Pengguna Internet Indonesia, Jakarta.
  2. Bakker, T. P., & de Vreese, C. H. (2011). Good news for the future? Young people, internet use, and political participation. Communication Research, 38(4), 451-470.
  3. Bang, H. (2005). Among everyday makers and expert citizens. In H. Bang (Ed.), Remaking governance: Peoples, politics and the public sphere (pp. 159–178). Bristol, UK: Policy Press University of Bristol.
  4. Brants, K. and Voltmer, K. (eds) (2011), Political Communication in Postmodern Democracy. Challenging the Primacy of Politics, Basingstoke: Palgrave Macmillan.
  5. Brown, R. (2011). “Mediatization and News Management.” In Political Communication in Postmodern Democracy Challenging the Primacy of Politics, edited by Kees Brants and Katrin Voltmer, 59–74. Basingstoke: Palgrave Macmillan
  6. Canvetto, M.G., & Siano, A. (2018), Social management content: a management framework, International Journal of Business and Management, 13 (6), 84-96.
  7. Castle, M. (2009), Communication Power, New York: Oxford University Press.
  8. Creswell. J. W. (2014). Reseach designed: Qualitative, quantitative, and mix methods. United State: Sage Pub Inc.
  9. Ellison, N., Steinfield, C., & Lampe, C. (2011). Connection strategies: Social capitalimplications of Facebook-enabled communication practices.New Media &Society,13(6), 873–892.
  10. Frey, L.R., & Cissna, K.N. (2009). Routge handbook of applied communication reseach. UK: Taylor Francis.
  11. Fuchs, C. (2008). Internet and society, social theory in the information age. Madison Ave, NY: Routledge.
  12. Guba, E. G. (1990). The alternative paradigm dialog. In E. G. Guba (Ed.), The paradigm dialog. Newbury Park, CA: Sage.
  13. Gurevitch (1995). Views on globalization. In Brants, K.,& Voltmer, K (Ed.), Political communication in postmodern democracy (pp.3). Unitide Kingdom: Palgrave Macmillan.
  14. Henry, S. K. (2012). On social connection in university life, About Campus,16(6), 18–24.
  15. Jacobsen, W. C., & Forste, R. (2011). The wired generation: Academic and socialoutcomes of electronic media use among university students, Cyberpsychology,Behavior, and Social Networking,14(5), 275–280.
  16. Koc-Michalska, K., & Lilleker, D. (2017). Digital politics: Mobilization, engagement, and participation. Political Communication, 34, 1-5
  17. Krueger, B.S. (2002). Assessing the potential of internet political participation in the united states a resource approach. American Politics Reseach, 30(5), 476-498.
  18. Lund, F.N., Cohen, S., dan Scarles, C. (2018), The power of social media storytelling in destination branding, Journal of Destination Marketing and Management, 8, 271-280
  19. Maslow, A. H. (1968).Toward a psychology of being. New York, NY: D. Van Nostrand Company.
  20. Mihailidis, P. (2014). The civic-social media disconnect: Exploring perceptions of socialmedia for engagement in the daily life of college students.Information, Communication & Society,17(9), 1059–1071.
  21. Morris, D.S., & Morris, J.S. (2013). Digital inequality and participation in the political process: real or imagined?. Social Science Computer Review, 31(5), 589-600.
  22. Saebo, O., Rose, J., & Molka-Danielsen, J. (2010). eParticipation: Designing and managing political discussion forums. Social Science Computer Review, 28(4), 403-426
  23. Sawnhey, H., & Suri, V.R (2014) From hierarchy to open configurations: decentralization and user-generated content. Media, Culture & Society, 36(2), 234-245
  24. Tambouris, E., Liotas, N., & Tarabanis, K. (2007). A framework for assessing eParticipation projects and tools. Proceedings of the 40th Annual Hawaii International Conference on System Sciences (HICSS).
  25. Vivienne, S., & Burgess, J. (2013). The remediation of the personal photograph and the politics of self-representation in digital storytelling. Journal of Material Culture 18(3), 279–298.
  26. Websindo, (2019), Indonesia Digital 2019: Social Media, diakses 11 Juni 2019,

Full Text:
Article Info
Submitted: 2019-12-31
Published: 2020-01-01
Section: Artikel
Article Statistics: