Transformasi Konten dan Pola Siar Radio Madu FM dalam Meningkatkan Minat Pendengar di Era Digital
DOI:
https://doi.org/10.33507/selasar.v5i1.2969Kata Kunci:
Communication Pattern, Radio Broadcasting, Radio Madu FM, 7C’s of Communication, Digital Technology.Abstrak
This research is motivated by the phenomenon of the declining number of listeners of Madu FM Radio, especially among the digital generation, who began to switch from analog radio to digital platforms such as podcasts and streaming music. This change in media consumption patterns encourages Madu FM Radio to adapt to the needs and communication patterns of listeners in order to remain relevant and maintain audience loyalty. Theoretically, this research refers to Harold Lasswell's Communication Model and the concept of 7C's of Communication from Cutlip and Center (2006) to understand effective communication patterns and radio broadcast patterns, especially related to aspects of credibility, context, message content, clarity, continuity and consistency, communication channels, and audience capacity. This research uses a qualitative approach with descriptive methods to answer research questions related to communication patterns and broadcast patterns of Madu FM Radio in attracting and maintaining listeners' interest. Informants were selected using purposive sampling technique, consisting of broadcasters, content team, and active listeners of Madu FM Radio. Data collection techniques included observation of broadcast and content patterns, in-depth interviews, and documentation studies of broadcast data and listener interaction patterns. Data analysis was conducted through data reduction, data presentation, and conclusion drawing. The results showed that the communication patterns and broadcast patterns of Radio Madu FM are in line with the concept of the 7C's of Communication and are reinforced by the theme of communication.
Translated with DeepL.com (free version)
Referensi
Arumsari, N. R., Waridin, W., & Widiyanto, I. (2012). Analisis faktor yang memengaruhi minat mereferensikan Radio Prima FM [Disertasi doktoral, Universitas Diponegoro].
Creswell, J. W. (2013). Qualitative inquiry and research design: Choosing among five approaches. Sage.
Cutlip, S. M., Center, A. H., & Broom, G. M. (2006). Effective public relations (9th ed.). Pearson Education.
Fauzi, A. F. (2022). Strategi penyiar Radio Gema Surya FM dalam meningkatkan minat pendengar di Kabupaten Ponorogo [Disertasi doktoral, IAIN Ponorogo].
Gozali, A. (2020). Strategi komunikasi penyiar Radio Republik Indonesia (RRI) di Bandar Lampung [Disertasi doktoral, UIN Raden Intan Lampung].
Harliantara, D. J. S., & Sutika, I. M. (2024). Radio broadcasting with artificial intelligence: A case study on Radio Mustang Jakarta. Communicatus: Jurnal Ilmu Komunikasi, 8(1), 121–138.
Huda, M., Sarinah, S., & Saputra, V. D. (2021). Strategi komunikasi Radio Citra FM Kendal dalam meningkatkan minat pendengar. Journal of Communication Studies, 1(2), 97–113.
Kuncoro, H., & Siregar, R. E. (2020). Application of 7C’s of Communication in enhancing brand image in digital marketing. Journal of Marketing Research and Case Studies, Article ID 153943.
Kustiawan, W., Sitorus, A. O., Masri, A., Sylvanad, F. R., Simanjuntak, M. W., & Manik, N. B. (2022). Kelebihan dan kekurangan radio. Jurnal Ilmiah Teknik Informatika dan Komunikasi, 2(3), 72–77.
Lasswell, H. D. (1948). The structure and function of communication in society. In L. Bryson (Ed.), The communication of ideas (pp. 37–51). Harper & Row.
Mahendra, R. (2021). Strategi komunikasi penyiar Radio Republik Indonesia Medan dalam menarik minat pendengar [Disertasi doktoral, Universitas Islam Negeri Sumatera Utara Medan].
Mann Deshi Tarang Vahini. (2024). Innovative approaches to social sustainability in rural community radio. International Journal of Media and Cultural Development, 12(1), 45–59.
Mardiana, W., Hamim, H., & Widiyanto, K. (2017). Strategi komunikasi public relations Dinas Komunikasi dan Informatika Provinsi Jawa Timur untuk meningkatkan citra di mata publik. Jurnal Representamen, 3(2), 132–146.
Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). Sage.
Moleong, L. J. (2018). Metodologi penelitian kualitatif (Edisi revisi). Remaja Rosdakarya.
Nettleton, K. M. (2023). Effects of radio listening on loneliness, well-being, and cognitive outcomes. Journal of Media Psychology, 18(3), 211–225.
Ningsih, C. (2019). Strategi humas dalam mensosialisasikan kebijakan UMKM Partai Perindo. Jurnal Pustaka Komunikasi, 2(1), 15–27.
Novia, D. H., & Simbolon, B. R. (2019). Strategi komunikasi penyiar Radio SLA FM 105.6 MHz Takengon Kabupaten Aceh Tengah dalam meningkatkan minat pendengar. Jurnal Social Opinion: Jurnal Ilmiah Ilmu Komunikasi, 4(1), 1–13.
Purdiningtiyas, W. (2018). Strategi komunikasi penyiar dalam menyampaikan pesan-pesan dakwah di Radio Lampung [Disertasi doktoral, UIN Raden Intan Lampung].
Rahmi, W., & Darmawati, D. (2021). Strategi penyiar Radio Suara Safasindo 98.2 FM Payakumbuh dalam mempertahankan kualitas dan eksistensi siaran. Jurnal Riset Mahasiswa Dakwah dan Komunikasi, 3(4), 186–195.
Rahayu, D. S., & Raharjo, B. (2023). Enhancing youth engagement through 7C’s communication strategy in community radio. Journal of Media and Communication Studies, 11(2), 92–104.
Rosalia, N. (2012). Faktor-faktor penting daya tarik stasiun radio bagi pendengar radio di kota Semarang. Interaksi: Jurnal Ilmu Komunikasi, 1(1), 77–86.
Rosana, A. S. (2024). The influence of social media on radio listener loyalty. International Journal of Education, Social Studies, and Management, 4(2), 638–643.
Rusmana, A., Rizal, E., & Khadijah, U. L. S. (2024). Listeners’ engagement and interactivity in news radio Twitter in Indonesia. Journal of Intercultural Communication, 24(1), 52–64.
Setiawan, H., & Darmastuti, R. (2021). Strategi komunikasi Radio Suara Salatiga dalam upaya mendapatkan loyalitas pendengar di era digital. Komuniti: Jurnal Komunikasi dan Teknologi Informasi, 13(2). https://journals.ums.ac.id/index.php/komuniti/article/view/14089
Sinaga, C. N. A., & Al Fathan, R. M. (2023). Strategi digitalisasi program siaran I Radio 98.3 FM Medan dalam mempertahankan pendengar. Jurnal Kolaboratif Sains. https://jurnal.unismuhpalu.ac.id/index.php/JKS/article/view/5962
Somantri, G. R. (2005). Memahami metode kualitatif. Makara Human Behavior Studies in Asia, 9(2), 57–65.
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Suryani, A. (2021). Model of communication in delivering health campaign messages on Instagram. Procedia - Social and Behavioral Sciences, 5(10), 151–157.
Widyaningsih, D., Soraya, I., & Muntazah, A. (2023). Strategi komunikasi Beat Radio dalam menarik minat pendengar di era digital. Jurnal Media Penyiaran, 3(2), 7–12.
1.png)
