CD Skripsi

Mediamorfosis Radio Republik Indonesia Pro2 Bukittinggi Dalammeningkatkanminat Pendengar Generasi Z Di Era Digital

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The rapid development of digital technology has significantly transformed the media landscape and the public’s patterns of information consumption, including in the field of radio broadcasting. The emergence of the internet as a primary connector of digital media has driven conventional media such as radio to undergo transformation in order to stay relevant. Generation Z, which tends to access content through digital platforms, presents a unique challenge for Radio Republik Indonesia (RRI) Pro 2 Bukittinggi, a public broadcasting institution targeting young audiences. In response to these challenges, RRI Pro 2 Bukittinggi has undergone a process of mediamorphosis as an adaptation to technological changes.
This study aims to analyze the mediamorphosis undertaken by RRI Pro 2 Bukittinggi in increasing the interest of Generation Z listeners. This research uses a qualitative method with a descriptive approach. The informants consisted of ten individuals: five RRI Bukittinggi employees and five Generation Z listeners of RRI Pro 2 Bukittinggi. Data were collected through interviews, observation, and documentation. The data analysis technique involved three stages: data reduction, data presentation, and drawing conclusions. Source triangulation was used to validate the data.
The results show that RRI Pro 2 Bukittinggi has undergone three key stages in its media transformation process. First, the coevolution stage, marked by adjustments to technological developments and audience behavior while maintaining its identity as an audio-based medium. Second, the convergence stage, through the integration of various digital platforms such as websites, applications, social media, and YouTube to reach a wider audience. Third, the complexity stage, which emerged as a response to new challenges that require technical transformation, content strategy adjustments, and internal management changes in the face of an evolving digital media ecosystem.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2001113553

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2001113553

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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