Perilaku Menonton Online TV (Studi Etnografi tentang Perilaku Kaum Muda Menonton Televisi Melalui Internet di Yogyakarta)

CECILIA KESTI W, Rahaya, SIP, MSi, MA.

2014 | Skripsi | Ilmu Komunikasi

Kemunculan televisi sebagai media massa mampu menarik perhatian masyarakat. Tetapi, belakangan ini cara orang-orang dalam menonton televisi telah berubah secara perlahan. Media yang digunakan ialah internet dan laptop atau gadget lainnya. Perpaduan tersebut memunculkan anggota baru dari media baru yang mulai mampu menarik penonton TV Konvensional. Banyak perilaku yang tampak berubah secara perlahan ketika Online TV muncul dalam kehidupan. Seperti di beberapa Negara lain, Indonesia sudah mulai menyerap cara baru menonton televisi ini. Terutama kaum muda yang memiliki kedekatan dengan internet. Penelitian ini melihat bagaimana perilaku kaum muda di Yogyakarta dalam menonton Online TV. Minat akan genre konten dan motivasi mengakses Online TV menjadi bagian dari kajian perilaku ini. Teori Uses and Gratification dan Unified Theory of Acceptance and Use of Technology berperan dalam mengupas motivasi menonton Online TV. Sedangkan perilaku mengakses Online TV ini dikupas menggunakan lima hal penting, yaitu konsep diri, gender, background keilmuan, kepemilikan media, dan aktivitas bermedia setiap harinya. Hasil penelitian menunjukkan bahwa terdapat perbedaan genre dan prioritas motivasi yang mendorong perilaku menonton Online TV. Ada perilaku baru yang muncul seiring dengan hadirnya Online TV. Ada pula kebiasaan yang terbawa saat menonton TV Konvensional. Penelitian Etnografi ini mampu menemukan hal-hal unik sekecil apapun terkait dengan perilaku menonton Online TV. Dalam konteks yang lebih luas, Online TV telah membentuk budaya baru yang perlahan melekat pada diri pengakses. Kata kunci: minat, motivasi, perilaku kaum muda, menonton Online TV, Etnografi, budaya baru

The emergence of television as a mass media is able to attract people’s attention. However, the way people watch TV changed slowly. The medium used were Internet and laptop or others gadget. That combination resulted a new type of the new media which started to attract conventional TV’s audiences. Many behaviors that seemed evolve when Online TV appeared in life. As in some other countries, Indonesia has begun to absorb this new way of watching television, especially young people who have close relations with the Internet. The research looked at how the youth behavior of Online TV watching in Yogyakarta is. Interest in the genre of the content and motivation to access Online TV became part of this behavior study. Uses and Gratification Theory and Unified Theory of Acceptance and Use of Technology played role in learning about people’s motivation of watching Online TV. Accessing Online TV behavior explored has using five important things, such as self-concept, gender, background of knowledge, media ownership, and the activity of using media every day. The results showed that there were different genres and motivation priorities that affected Online TV watching behavior. There was a new behavior that appeared along with the presence of Online TV. There was also borne habits from watching Conventional TV. This Etnographic research was able to find the slightest unique things associated with Online TV watching behavior. In a broader context, Online TV has formed a new culture which slowly sticked on viewers. Keyword: interest, motivation, youth behavior, Online TV watching, Ethnographic, new culture

Kata Kunci : minat, motivasi, perilaku kaum muda, menonton Online TV, Etnografi, budaya baru