ARTIKULASI WACANA GERAKAN SOSIAL BARU OLEH ORGANISASI NON-PEMERINTAH (NGO) MELALUI MEDIA SOSIAL (Artikulasi Antagonisme dan Perjuangan Hegemoni Greenpeace Indonesia melalui Instagram pada Kasus Gerakan #TolakOmnibusLaw)
TRISUSILO RAHARJO, Nyarwi Ahmad., Ph.D2023 | Tesis | S2 Ilmu Komunikasi
Penelitian ini bertujuan untuk memahami artikulasi wacana gerakan sosial baru (GSB) yang dilakukan oleh NGO melalui media sosial. Kasus yang dipilih adalah Gerakan #TolakOmnibusLaw yang mana salah satu aktor gerakannya adalah Greenpeace Indonesia. Dengan menggunakan kerangka teori GSB (Singh, 2010), Teori Wacana
This research aims to understand the articulation of new social movement (NSM) discourse by NGOs through social media. The case chosen is the #TolakOmnibusLaw Movement, where one of the movement actors is Greenpeace Indonesia. Using the theoretical framework of NSM (Singh, 2010), Discourse Theory (Laclau & Mouffe, 1985), and MCDA analysis tools (Machin & Mayr, 2012; Van Leeuwen, 2005), this research analysed 13 Instagram posts of Greenpeace.id to find out how antagonism and hegemony struggle are articulated. The results of this study show that the articulation of antagonism and hegemonic struggle is built by Greenpeace by articulating nodal points that have broad appeal and can reach diverse identities and demands. Greenpeace brought the #TolakOmnibusLaw movement towards a populist movement by articulating antagonism as a fight between the identity of 'the people' against 'oligarchy', while the hegemony struggle was built dynamically and agonistically as far as the actors were in the same demand. Furthermore, this research found that social media, such as Instagram, is an arena that makes it easier for social movement actors to articulate discourse. The autonomy of use and variety of symbolic resources make it easier for Greenpeace to emphasize the articulation of antagonism and the struggle for hegemony. The findings of this study contribute as additional literature in the study of NSM discourse conducted through social media, the use of Laclau & Mouffe's (1985) discourse theory in social media studies, and the articulation of NGO discourse through social media.
Kata Kunci : Gerakan Sosial Baru, NGO, Teori Wacana, Media Sosial, #TolakOmnibusLaw, Greenpeace, Instagram, Antagonisme, Hegemoni