Syaifudin, Mochamad (2018) Pemaknaan Internal Tayangan Televisi Menggunakan Teori Osggod (Studi Deskriptif Kuantitatif pada tayangan The Comment di NET. terhadap follower Twitter @TheComment_NET). Sarjana thesis, Universitas Brawijaya.
Abstract
Teori Osgood yang dikenal dengan the semantic meaning theory adalah salah satu teori yang berpengaruh dalam kemunculan tradisi sosiopsikologi. Teori ini berisi pemaknaan individu terhadap sebuah rangsangan fisik berada dalam 3 dimensi yaitu evaluate, activity, dan potency. Osgood berpendapat semua pemaknaan individu dapat diukur mengunakan semantic scale dalam konsep dan budaya yang luas, dengan kata lain Osgood berpendapat teori ini dapat digunakan secara global dalam menilai pemaknaan terhadap sebuah rangsangan fisik. Penelitian ini menerapkan tayangan televisi sebagai objek rangsangan fisik. Tayangan yang dipilih adalah program acara the commet yang disiarkan oleh NET. Responden dalam penelitian ini adalah penonton the commet dari follower akun twitter @thecommet_net. Penelitian ini bertujuan untuk mengetahui indikator-indikator yang dapat digunakan memaknai tayangan televisi. Penelitian ini juga mencari indikator mana yang berperan paling dominan dalam pemaknaan tayangan televisi. Indikator-indikator yang dipakai diantaranya conspiciousness, uniqueness, dan quality untuk faktor evaluate. Idikator extended self, satisfaction digunakan untuk faktor activity. Indikator benefit convenience, decision convenience, transaction convenience untuk faktor potency. Metode analisis yang digunakan adalah metode Confirmatory Factor Analysis (CFA). CFA merupakan teknik analisis yang mengarah pada pengujian terhadap teori. CFA digunakan untuk mengkonfirmasi sejumlah indikator yang dapat mengukur variabel latent berlandaskan teori yang ada. Hasil pengujian pemaknaan internal faktor evaluate pada tayangan televisi, indikator conspicuousness, uniqueness, dan quality merupakan indikator yang cocok digunakan sebagai indikator pemaknaan internal tayangan televisi, dan uniqueness merupakan indikator yang paling dominan terhadap faktor evaluate. Faktor activity yang pada tayangan televisi, indikator extended self, dan satisfaction dapat dan cocok digunakan sebagai indikator pemaknaan internal tayangan televisi. Satisfaction merupakan indikator yang berkontribusi paling dominan terhadap faktor activity. Faktor potency indikator benefit convenience, decision convenience, dan transaction convenience dapat dan cocok digunakan sebagai indikator pemaknaan internal. Transaction convenience merupakan indikator yang berkontribusi paling dominan terhadap faktor potency.
English Abstract
Osgood's theory known as the semantic meaning theory is one of the most influential theories in the emergence of the sociopsychological tradition. This theory implies the individual perception of a physical stimulus is in 3 dimensions of evaluate, activity, and potency. Osgood argues that all individual perceptions can be measured using semantic scale in broader concepts and cultures, in other words Osgood argues that this theory can be used globally in assessing perceptions of a physical stimulus. This study implements television as an object of physical stimulation. The selected show is the commn program broadcast by NET. Respondents in this study is the audience of the commet of twitter @thecommet_net twitter account. This study aims to determine the indicators that can be used to interpret television shows. This research is also looking for which indicators play the most dominant role in the meaning of television shows. The indicators used include conspiciousness, uniqueness, and quality for evaluate factors. Extended self, satisfaction indicator is used for activity factor. Indicator of benefit convenience, decision convenience, transaction convenience for potency factor. The method of analysis used is Confirmatory Factor Analysis (CFA) method. CFA is an analytical technique that leads to the testing of theory. CFA is used to confirm a number of indicators that can measure latent variables based on existing theories. The results of internal evaluating of evaluate factor on television, conspicuousness, uniqueness, and quality indicator are suitable indicator to be used as internal indicator of television viewing, and uniqueness is the most dominant indicator of evaluate factor. Activity factors on television shows, self-extended indicators, and satisfaction can and are suitable to be used as indicators of internal interpretation of television shows. satisfaction is an indicator that contributes most dominant to activity factor. Potency factor indicators of benefit convenience, decision convenience, and transaction convenience can and are suitable to be used as indicators of internal meaning. Transaction convenience is an indicator that contributes most dominantly to the potency factor.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2018/559/051806967 |
| Uncontrolled Keywords: | Teori Osgood, Tayangan televisi, Pemaknaan Internal (Evaluate, Activity, Potency) Osgood Theory, Television Impressions, Internal Meaning (Evaluate, Activity, Potency) |
| Subjects: | 300 Social sciences > 302 Social interaction > 302.2 Communication > 302.23 Media (Means of communication) > 302.231 Digital media |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 28 Jun 2019 07:38 |
| Last Modified: | 22 Oct 2021 02:26 |
| URI: | http://repository.ub.ac.id/id/eprint/163655 |
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