Bagaskara, Fiqi Diargo (2018) Pemaknaan Penonton Reguler Televisi Lokal di Malang atas Konten Iklan Agropolitan Televisi dan Batu Televisi. Sarjana thesis, Universitas Brawijaya.
Abstract
Hadirnya televisi swasta lokal menambah keanekaragaman konten bagi penonton dengan kelebihan tersendiri dibandingkan televisi swasta nasional, yaitu melalui kedekatan informasi berita dengan masyarakat setempat yang menjadi penonton (Proximity). Salah satu keanekaragaman konten tersebut adalah konten tayangan iklannya. Penelitian ini bertujuan untuk mendeskripsikan pemaknaan penonton televisi atas tayangan iklan di Agropolitan TV dan Batu TV. Penelitian ini menggunakan metode pengumpulan data melalui Focus Group Discussion (FGD) yang dilakukan dengan dua kelompok peserta yang berbeda. FGD dinilai lebih efisien dan memungkinkan para partisipan untuk saling berbagi persepsinya sehingga dapat diperoleh pemaknaan tentang konten iklan yang ditayangkan antara Agropolitan TV dan Batu TV. Hasil penelitian ini menunjukkan bahwa hampir semua peserta FGD merasa kurang tertarik dengan tayangan iklan di ATV dan Batu TV. Daya saing televisi lokal dinilai rendah karena menurut peserta FGD iklannya kurang menarik. Faktor-faktor yang menyebabkan tayangan iklan televisi swasta lokal seperti ATV dan Batu TV kurang menarik antara lain karena faktor pendanaan atau budget serta faktor Sumber daya manusianya.
English Abstract
The presence of local private television adds to the diversity of content for the audience with its own advantages over national private television, through the proximity of news information with the local people who are the viewers (Proximity). One of the diversity of such content is the content of its ad impressions. This study aims to describe the meaning of television viewers on ad impressions on Agropolitan TV and Batu TV. This study uses data collection methods through Focus Group Discussion (FGD) conducted with two different groups of participants. FGDs are considered to be more efficient and allow participants to share their perceptions so that meaning can be made about the content of ads served between Agropolitan TV and Batu TV. The results of this study indicate that almost all FGD participants feel less interested in ad impressions on ATV and Batu TV. Local television competitiveness is considered low because according to FGD participants the advertisement is less interesting. Factors causing local private television advertisements such as ATV and Batu TV are less attractive, among others, due to funding factors or human resources and factors.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2018/218/051803618 |
| Uncontrolled Keywords: | Teori resepsi, Pemaknaan, Iklan. |
| Subjects: | 600 Technology (Applied sciences) > 659 Advertising and public relations > 659.1 Advertising |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 17 May 2018 06:14 |
| Last Modified: | 21 Oct 2021 02:37 |
| URI: | http://repository.ub.ac.id/id/eprint/10641 |
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BAB I.pdf Download (325kB) | Preview |
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