Persepsi Pendengar Radio Hard Rock Fm Terhadap Siaran "Drive n Jive" (Studi Kasus Radio Hard Rock Fm Jakarta)

Harefa, Bernad Itoloni (2023) Persepsi Pendengar Radio Hard Rock Fm Terhadap Siaran "Drive n Jive" (Studi Kasus Radio Hard Rock Fm Jakarta). S1 thesis, Universitas Kristen Indonesia.

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Abstract

Radio tetap menjadi alat komunikasi yang bertahan hingga saat ini dan merupakan media massa tertua yang pernah ada. Hal ini terlihat dari tingginya minat masyarakat terhadap media massa konvensional ini karena radio berperan sebagai penyebar informasi dengan cakupan yang lebih luas dibandingkan dengan media cetak. Meskipun banyak media komunikasi yang menyampaikan pesan dan hiburan, radio tetap memiliki segmentasi tersendiri meskipun tidak secerah dahulu. Di Indonesia, masih ada beberapa radio yang bertahan hingga saat ini, seperti Prambors Radio, Trijaya FM, Radio Dangdut Indonesia (RDI), Gen FM, Hard Rock FM, dan masih banyak lagi. Setiap radio memiliki strategi masing-masing untuk tetap mempertahankan kepuasan pendengar, namun beberapa radio juga mengalami penutupan karena kehilangan pendengar. Teori Resepsi memfokuskan pada perhatian individu dalam proses komunikasi massa decoding, yaitu pada proses pemaksanaan dan pemahaman yang mendalam atas teks media dan bagaimana individu menginterpretasika isi media.. Penelitian ini menggunakan metode kualitatif dengan teknik wawancara. Hasil penelitian ini berupa keberhasilan Radio Drive 'n Jive tidak hanya terletak pada keberagaman kontennya, tetapi juga pada kontribusi yang tak ternilai dari Tuan Iyas dan Nona Feli. Kehadiran mereka bukan hanya sebagai penyampai, tetapi juga sebagai pemberi warna, energi positif, keceriaan, dan humor. / Radio remains a communication tool that has survived to this day and is the oldest mass media that has ever existed. This can be seen from the high public interest in conventional mass media because radio plays a role as a disseminator of information with a wider coverage than print media. Even though there are many communication media that convey messages and entertainment, radio still has its own segmentation even though it is not as bright as before. In Indonesia, there are still several radio stations that have survived to this day, such as Prambors Radio, Trijaya FM, Radio Dangdut Indonesia (RDI), Gen FM, Hard Rock FM, and many more. Each radio station has its own strategy to maintain listener satisfaction, but some radio stations have also experienced closures due to loss of listeners. Reception Theory focuses on individual attention in the mass communication process of decoding, namely on the process of imposition and deep understanding of media texts, and how individuals interpret media content. This research uses qualitative research with interview techniques. Results of this research The success of Radio Drive 'n Jive lies not only in the diversity of its content, but also in the invaluable contributions of Mr. Iyas and Miss Feli. Their presence is not only as transmitters, but also as providers of color, positive energy, joy and humor.

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