Media Baru dan Storytelling:(Studi kasus Storytelling dalam Media Sosial Dancow Parenting Center

Ilham Galih Setiaji, Lisa Lindawati

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT Development of communication technology resulted in the company having to do a wide range of innovation in approach towards its customers. With the development of the technology, the freedom and ease of access to information provide the diversity of information. Audiences also starting to filter messages by selecting multiple messages that are credible and valueable. Viewed such phenomena, the company or the product began looking for a way to convey his message through method of approaches which is effective and efficient. Narrative is the conclusion for the growing number of information even any audience not necessarily interested in considering the message. Through narration, the viewpoint of the delivery of the message was presented using a structured storytelling perspective and on the other it is able to provide the value of the product or company. This research takes the case study on PT Nestle Indonesia because the company is already experienced in infant and nutrition cases are also already paid attention to the development of media and audiences. The focus in this study is Dancow Parenting Center as one of the approaches example to the many consumers who brings the element of narrative. The consumer approach becomes compelling study because the rotation of information in the fanpage so unique with the interaction between the audience and products through storytelling approach. Dancow Parenting Center as one of the programs that brings awareness of the growth aspect of children, gave the opportunity to the audience to tell the experiences or complaints about parenting issues through social media. By hearing the audience, Dancow Parenting Center try to manage the relationship with the audience and keep the audience stay informed about parenting skills and stuffs. This study is focused to see practices the use of storytelling in delivering a message through Dancow Parenting Center’s fanpage, then mapped out how the process of creating the messages, the execution, evaluation, and the implications of a message through the storytelling approach in social media. This research data will be obtained through in-depth interviews with both parties as well as company parties audience, doing observation directly against Dancow Parenting Center’s fanpage, and analyze the message from the page. Keywords: storytelling, message, communication strategy, social media, the implications of the message

Kata Kunci : Media Sosial