Strategi Komunikasi Festival Kesenian Yogyakarta (Studi Kasus Strategi Komunikasi Festival Kesenian Yogyakarta dalam Mengembangkan Industri Kreatif di Yogyakarta)

Bianda Nur Devina, Dian Arymami

2015 | Skripsi | Ilmu Komunikasi

The creative industry is currently developing on a global scale. Potential as an alternative source of the new economy of the country, creating a desire to keep pumping the existence of the wider creative industries. Yogyakarta become one of the cities in Indonesia which has a rich culture that is not timeless, and coupled with abundant human resources. Festival Kesenian Yogyakarta 25 becomes a form of culture mixed with a touch of creativity, contains elements of traditional and modern at the same time. Seeing this phenomenon, the Festival Kesenian Yogyakarta 25 wanted to further solidify its position as an event-based culture in the development of creative industries in Yogyakarta. As the process of realizing these objectives, the Festival Kesenian Yogyakarta needs to have the right communication strategy so that the meaning of a message of their goals can be achieved. The aim of this study was to determine and describe the stages of Festival Kesenian Yogyakarta 25 planning in realizing their goal to develop creative industries in Yogyakarta, as well as to determine the suitability of the communication strategy pattern Festival Kesenian Yogyakarta 25, with the pattern of existing communications strategy. This study used a qualitative approach with case study method, and a pattern matching analysis techniques or finding a pattern matching with the pattern of the existing theories. Results from this study indicate that the communication strategy which is run by the Festival Kesenian Yogyakarta 25 is not aligned with the stage belonged to Anwar Arifin communication strategy. Of the possibility of delays in the delivery of messages due to the determination of the audience of the Festival Kesenian Yogyakarta 25 unfocused and too broad, so as to reduce the chance of delivering a message to the audience. Need for improvement in the more familiar audiences targeted for the next Yogyakarta Arts Festival. Keyword : Creative industry, Festival Kesenian Yogyakarta, communication

Kata Kunci : Strategi Komunikasi