Pemanfaatan Media Baru dalam Program Corporate Social Responsibility :(Studi kasus Pemanfaatan Media Baru dalam Program Corporate Social Responsibility Cha-Ching Money Smart Kids PT. Prodential Life A

SEPTININGRUM, Wina Dwi, I Gusti Ngurah Putra

2013 | Skripsi | Ilmu Komunikasi

ABSTRACT One of the industries that implement corporate social responsibility program is the insurance industry. With the corporate social responsibility program, is expected to bridge the company to communicate with stakeholders directly adjacent to the company's business in order to maintain good relations. By doing so, corporate social responsibility more globally extend its scope to target a wider target audience begining to show a change in the model of communication, which is based on the new media. One of the companies that using new media in corporate social responsibility is PT Prudential Life Assurance (Prudential Indonesia), in corporate social responsibility program, Cha-Ching Money Smart Kids which is a social initiative that is packaged in the form of financial literacy for children aged 7 – 12 years old. New media that used are website, Facebook Fans Page, Twitter and Youtube. This research was conducted to determine how the use of new media in corporate social responsibility program Cha-Ching Money Smart Kids Prudential Indonesia as a medium of financial literacy. The results of this reserach indicate that the corporate social responsibility program Cha-Ching Money Smart Kids implement both types of corporate social responsibility program, persuasive and informative. In persuasive type of corporate social responsibility program, functions usage of new media can be found in information search medua and collective participatory media. And in informative type of corporate social responsibility program, functions usage of new media can be found in interpersonal communication media, interactive play media, information search media, and collective participatory media. Corporate Social Responsibility Program, Cha-Ching Money Smart Kids can be utilized as a medium of financial literacy because fulfilling aspects of money management, credit and debt management, savings and imvestments and risk management. Keywords: Corporate Social Responsibility, New Media, Financial Literacy

Kata Kunci : Corporate Social Responsibility