Gerakan Sosial melalui Media Baru:(Studi kasus Pelaksanaan Kampanye Savemaster melalui Pemanfaatan Crowfunding Platform).

Alfan Tiara Hilmi, Muhammad Sulhan

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT The existence of new media enables people to do social movements behind their personal computer or mobile phone screen. In Indonesia, social movements in cyberspace start emerging, e.g. #savemaster campaign. The campaign had emerged as a form of reaction to the Depok Bus Terminal revitalization plan by the Depok Local Government in 2013. The plan arose problems when Sekolah Masjid Terminal (Sekolah Master), a nonprofit school for poor children in Depok, West Java was threatened by “forced eviction” plan for the need of the revitalization. This situation triggered groups of young people in Depok to “save” the existence of Sekolah Master by creating a cyber campaign called #savemaster. This campaign utilized crowdfunding platform to gather fund for Sekolah Master. But in its progress, the crowdfunding platform utilization is not only impacted the school financially but also socially. In #savemaster, the crowdfunding platform also has a role in building people’s awareness of Sekolah Master issue and creating people’s involvement in urging the government to cancel the forced eviction plan. This research aims to understand the implementation of #savemaster campaign through crowdfunding platform utilization by using qualitative case study approach. The research found that the #savemaster campaign consists of three stages : preparation, implementation and evaluation. From cyberactivism point of view, there are four points of analysis in the implementation of #savemaster campaign i.e. the role of crowdfunding platform as a campaign media, the absence of information distribution boundaries (gatekeeping and regulations), the emergent of individual grass root movement and the form of public surveillance on local government in #savemaster campaign. Keywords : new media, internet, crowdfunding platform, social movement, cyberactivism.

Kata Kunci : Media Baru