Televisi dan sosialisasi konsumen anak
Pakarti, Piji (Adv.Dr. Sahid Nugroho), Dr. Sahid Nugroho
Penelitian ini bertujuan untuk menganalisis bagaimana respon anak terbadap ildan dan program acara televisi dikaitkan dengan sosialisasi konsumen anak. Analisis didasarkan pada informasi dati anak dan orang tua (ibu) dengan menggunakan pendekatan phenomenological.
Hasi penelitian menunjukkan ada keterkaitan erat antara televisi dan sosialisasi konswnen anak. Anak menonton televisi sebelum berangkat sekolah (pagi hari) dan setelah pulang sekolah (siang, sore dan malam hari) dan tayangan yang dilihat anak adalah program khusus untuk anak. (film kartun dan permainan), tayangan umum (berita, kuis, komedi dan layar satwa) dan tayangan untuk dewasa (sinetron remaja dewasa. legenda dan tayangan "hidayah"). Tanggapan orang tua terhadap tayangan yang dilihat anak: mendukung tidak kuatir dan kuatir. Antisipasi yang dilakukan orang tua terhadap dampak negatif tayangan; orang tua menetapkan peraturan yang tegas ke anak kapan anak boleh menonton televisi, orang tua berlangganan TV kabel (lndovision) dan orang tua melakukan pendampingan.
Iklan yang disenangi atau diingat anak adalah iklan produk (makanan kecil, minuman kemasan dan mainan) dan ikIan program acara. Anak menyukai atau mengingat iklan tersebut karena lucu, ekstrim, ada hadiah atau sering dilihat. Anak memberikan definisi dan pemahaman ildan bervariasi dan bisa dikelompokkan menjadi empat. yaitu iklan adalah selingan atau ekstra dati acara pokok, ikJan mengabarkan agar orang tabu. mempengaruhi orang agar membeli, dan iklan itu menipu.
Terkait dengan konsumsi anak. iklan berpengaruh langsung ke anak (anak mempunyai keinginan untuk membeli produk yang diiklankan), sedangkan program acara berpengaruh tidak langsung (anak. meminta barang sesuai tema dari tayangan program acara, contoh: guling "spongebob. Tetapi secara umum respon anak bervariasi anak sekedar memberi informasi ke orang tua kalau mereka ingin membeli, merekomendasikan ke orang tua untuk membeli (produk bukan untuk konsumsi anak) atau anak. memaksa orang tua untuk membelikan produk. Terhadap permintaan anak, respon orang tua bervariasi, yaitu mengabulkan dan tidak mengabulkan. Sedangkan secara umum tayangan televisi bisa berdampak positif maupun negatif untuk anak, baik itu dati sisi kosa kata, pola pikir, gaya hidup maupun perilaku anak.
Keterkaitan televisi dan sosialisasi konsumen anak adalah televisi akan mempersuasi anak melalui iklan dan program acara yang ditayangkan, secara umum anak akan merespon dengan ingin membeli produk atau memaksa orang tua untuk membelikan produk. Tindakan membeli atau tidak tergantung dari orang tua dengan mendasarkan pada alasan keuangan. adanya unsur pendidikan dari barang yang diinginkan anak., unsur kesehatan maupun unsur kecocokan untuk anak
The objectives of this research is to analize the children's response through the advertisement and television program related the children consumer socialization. The analysis is based on to the information comes from children and parents (mother) ll..filing phenomenological research.
The results of the research shows that there is a close relationship between television and children consumer socialization. Children watch television before they go to school (in the morning) and after school time (afternoon. evening. night) and the programs they watched are children programs (cartoons and games), general programs (news, quizes. comedies animal world) and adults 'program (teenage adult electronic cinema, folklore and "hidayah" program). Parent's responses through the programs watched by their children are various from support. don't worry and feel worry. The anticipation that parents take related to the negative effects of those programs are arranging a clear control to their children of time allowing to watch TV, being the cable TV consumer (lndovision) and guiding them during the shows.
The advertisement..f that children like and remember are
products' advertisement (mostly are snack, softdrink, and toys) and TV's program advertisement. Children like and remember those advertisement because they are funny, extreme, having a lot of prizes and oftenly watched by them. Children give their definition and understanding of those advertisements in a various way and can be divided into four categories which are: advertisement is an interval/an extra of the main shows, second, the advertisement lets the people know about the product, third, advertisement persuades people to buy, and the ads is deceiving.
Related to children' consumption. advertisement has a direct influence to the children (children want to buy the products being advertised), meanwhile the show itself which are appropriate to the theme of the show. for example: "spongebob" rolls). Children responses are generally various: children simply tell their parents of their desire to buy the product, recommend their parent to buy (the product that the children don't consume) or force their parents to bought them the product. Regarding to the children demands, parents' responses are various, from allowing them to buy or not. The television programs generally give both positive and negative effects to the children. including vocabulary's achievements, thinking scheme. lifes style and behavior.
The relationship between TV and children consumer socialization show that TV will persuade the children through the advertisement and the program, generally children will response it with the desire to buy the product or they will force their parents to buy. The action wants to take is depend on parents which are based on financial reasons. an educative reason. the stuffs children want health and children compatibility
Kata Kunci : television, children consumer socialization
