Pemanfaatan Media Baru dalam Kampanye Sosial :(Studi kasus Pemanfaatan Wibsite, Blog, Facebook, dan Twitter dalam Kampanye Sosial "Ini Aksiku" MAna Aksimu?" Oleh Earth Hour Solo).

FITRA, Anditya Eka, Widodo Agus Setianto

2013 | Skripsi | Ilmu Komunikasi

ABSTRACT Nowadays, technological advances also have an impact on the development of communication. They change the media of communication including the tools and the characteristics of the media, and from the era of mass communication (television, print media, and radio) until the entering of new media and internet. Internet as the main channel for several new media offers some characteristics which similar to the old media but it also brings new characteristics. It is interactivity. Interactive communication in the new media lead to make new forms and patterns of communication. People use it to build a communication network through the new media, such as using the new media for online social campaigns. Earth Hour is one of the the largest environmental organization in the world, and spreaded in various countries. Earth Hour used new medias to interact and make communication network. The medias used are website, blog, Facebook and Twitter. Through the media, the Earth Hour campaigns some actions related to eco-friendly lifestyle and ultimately invite the public to turn off the unused lights and appliances for 1 hour, on every Saturday in the 3rd week of March each year. The aim of the research was to describe the utilization of some new medias used by Earth Hour in Solo in running social campaigns. Furthermore, the research found that the new medias used were able to bring an unlimited space for effective social campaigns and attract people quickly. It induced the formation of rapid communication networks. It was done by Earth Hour in Solo in running social campaigns for two years. Keywords: new media, interactivity, social campaign, Earth Hour

Kata Kunci : Jejaring Sosial; Internet