Survei Perilaku Penghindaran Iklan dan Pesan Komersil pada Mobile Internet Device

Meganusa Prayudi Ludvianto, Pulung Setiosuci Perbawani

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT A Survey of Advertisement and Commercial Messages Avoidance in Mobile Internet Devices Advertisement is a huge part of the entire mass media consumption process, along with the avoidance behavior displayed by its audiences. It is a common knowledge that audiences are feeling that the media is oversaturated with ads, and starting to despise it. Consequently, they would put any kinds of effort to avoid or at least reduce their exposure towards ads. This virtue was also applied in the audiences of new media, also known as the users in utilizing such media. Many studies have proven that the tendency to avoid ads in both conventional media and internet (accessed through PC), and it intrigued the author to conduct a similar research with mobile internet device as the object. Why mobile internet devices? Aside from the enormous flood of ads upon gadgets, the author also found a unique characteristic derived from the dynamics of audience of new media, which could not be found in the conventional media; the channel to 'actively use' the media, instead of merely 'passively consume'. Users may perform various actions to manage the message they wanted to obtain, including technical modifications to avoid ads, which won't occur in the conventional media. Similar findings in accessing the internet through PC has been found (e.g. the AdBlock extension), and the author would like to describe the behavior of advertising avoidance in mobile internet devices. This research used a descriptive approach, with central tendency analysis performed to describe the tendency to avoid upon each advertising item. Finally, this research was attempting to present a representation of the user's reaction upon ads, and the author expected it to become a reference for further studies.

Kata Kunci : Iklan