STRATEGI KOMUNIKASI KOREAN CULTURE CENTER
INDONESIA (KCCI) DALAM MENYOSIALISASIKAN
BUDAYA KOREA (KOREAN WAVE)
SKRIPSI
Oleh:
Putri Wulandari
201210415030
PROGRAM STUDI ILMU KOMUNIKASI FAKULTAS ILMU KOMUNIKASI
UNIVERSITAS BHAYANGKARA JAKARTA RAYA 2019
Strategi Komunikasi..., Putri, Fakultas Ilmu Komunikasi 2019
Strategi Komunikasi..., Putri, Fakultas Ilmu Komunikasi 2019
Strategi Komunikasi..., Putri, Fakultas Ilmu Komunikasi 2019
ABSTRAK
Putri Wulandari. 201210415030. Strategi Komunikasi Korean Culture Center
Indonesia Dalam Menyosialisasikan Kebudayaan Korea (Korean Wave).
Penelitian ini membahas tentang strategi komunikasi yang dilakukan Korean Culture
Center Indonesia (KCCI) dalam menyosialisasikan Kebudayaan populer Korea Selatan. Pusat kebudayaan merupakan wujud upaya sebuah negara dalam mengekspor budaya keluar negaranya. Eksistensi budaya Korea ialah bentuk diplomasi budaya Korea yang diwujudkan
dengan adanya upaya pemerintah dalam mengekspor budayanya. Sebagai pusat kebudayaan yang mewakili negara nya, lembaga ini melakukan upaya untuk menyosialisasikan dan
memperkenalkan budayanya kepada masyarakat Indonesia. Berdasarkan kajian teori strategi komunikasi, dan perencanaan model komunikasi. Fokus penelitian ini, ialah bagaimana KCCI melakukan strategi komunikasi dalam menyosialisasikan kebudayaan korea (Korean
wave). Dengan tujuan penelitian untuk mengetahui strategi komunikasi KCCI dalam menyosialisasikan budaya Korea (Korean Wave). Dengan menggunakan metode penelitian
kualitatif, pendekatan ilmiah deskriptif serta paradigma penelitian konstruktivisme. Dalam melakukan strategi komunikasinya KCCI menetaokan penyampaian isi pesan dengan bentuk komunikasi yang informatif, persuasif, dan edukatif dalam menyosialisasikan kebudayaan
korea.
Kata Kunci : Strategi Komunikasi, Korean Culture Center Indonesia, Perencanaan
Model Komunikasi. Kebudayaan Korea
Strategi Komunikasi..., Putri, Fakultas Ilmu Komunikasi 2019
ABSTRACT
Putri Wulandari. 201210415030. Korean Culture Center Indonesia's Communication
Strategy in Promoting Korean Culture (Korean Wave).
This study discusses communication strategies conducted by Korean Culture Center
Indonesia (KCCI) in socializing South Korea's popular culture. The center of culture is a manifestation of the efforts of a country in exporting its culture out of its country. The existence of Korean culture is a form of Korean cultural diplomacy that is manifested by the
government's efforts to export its culture. As a cultural center that represents its country, this institution makes efforts to socialize and introduce its culture to the people of Indonesia.
Based on the study of communication strategy theory, and communication model planning. The focus of this research is how KCCI conducts communication strategies in socializing Korean culture (Korean wave). With the aim of research to find out the KCCI communication
strategy in socializing Korean culture (Korean Wave). By using qualitative research methods, descriptive scientific approaches and constructivism research paradigms. In
conducting its communication strategy, KCCI sets out the delivery of message content in the form of informative, persuasive, and educative communication in socializing Korean culture.
Keywords: Communication Strategy, Korean Culture Center Indonesia, Communication
Model Planning. Korean culture
Strategi Komunikasi..., Putri, Fakultas Ilmu Komunikasi 2019
Strategi Komunikasi..., Putri, Fakultas Ilmu Komunikasi 2019
Strategi Komunikasi..., Putri, Fakultas Ilmu Komunikasi 2019
DAFTAR ISI
halaman
LEMBAR PERSETUJUAN ...................................................................... ii
LEMBAR PENGESAHAN ....................................................................... iii
LEMBAR PERNYATAAN ....................................................................... iv
ABSTRAK .................................................................................................. v
ABSTRACT ................................................................................................ vi
KATA PENGANTAR ................................................................................ vii
DAFTAR ISI............................................................................................... ix
DAFTAR TABEL ...................................................................................... x
DAFTAR BAGAN ..................................................................................... xiii
DAFTAR GAMBAR.................................................................................. xiv
BAB I PENDAHULUAN ........................................................................... 1
1.1 Latar Belakang.................................................................................... 1
1.2 Fokus Penelitian ................................................................................. 7
1.3 Pertanyaan Penelitian ......................................................................... 7
1.4 Tujuan Penelitian ................................................................................ 8
1.5 Kegunaan Penelitian ........................................................................... 8
1.5.1 Kegunaan Penelitian Teoritis .................................................... 8
1.5.2 Kegunaan Penelitian Praktis ..................................................... 8
BAB II TINJAUAN PUSTAKA ............................................................... 9
2.1 Penelitian Terdahulu........................................................................... 9
2.2 Kerangka Konsep ............................................................................... 10
2.2.1 Komunikasi ............................................................................... 10
2.2.2 Fungsi Dan Tujuan Komunikasi ............................................... 11
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2.2.3 Konseptualisasi Komunikasi..................................................... 14
2.2.4 Perencanaan Komunikasi .......................................................... 15
2.2.5 Strategi Komunikasi.................................................................. 16
2.2.6 Media Sosial.............................................................................. 17
2.2.7 Jenis Jenis Media Sosial............................................................ 17
2.2.8 Instagram................................................................................... 18
2.3 Kerangka Teori ................................................................................... 21
2.4 Kerangka Pemikiran ........................................................................... 22
BAB III METODOLOGI PENELITIAN ................................................ 23
3.1 Paradigma Penelitian .......................................................................... 23
3.1.1 Pendekatan Penelitian................................................................ 24
3.1.2 Metode Penelitian ...................................................................... 25
3.2 Informan dan Informan Kunci Penelitian ........................................... 26
3.3 Teknik Pengumpulan Data ................................................................. 27
3.3.1 Observasi ................................................................................... 27
3.3.2 Wawancara ................................................................................ 28
3.3.3 Dokumentasi .............................................................................. 29
3.4 Teknik Analisis Data .......................................................................... 30
3.5 Keabsahan Data .................................................................................. 31
3.6 Lokasi Penelitian ................................................................................ 32
BAB IV HASIL PENELITIAN DAN PEMBAHASAN ......................... 33
4.1 Hasil Penelitian................................................................................... 33
4.1.1 Profil Korean Culture Center Indonesia ................................... 33
4.1.2 Tujuan Pendirian Korean Culture Center Indonesia................. 33
4.1.3 Struktur Organisasi Korean Culture Center Indonesia ............. 34
4.1.4 Logo Korean Culture Center Indonesia .................................... 35
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4.1.5 Fasilitas Korean Culture Center Indonesia ............................... 35
4.1.6 Jam Operasional Korean Culture Center Indonesia.................. 37
4.1.7 Profil Informan dan Key Informan ............................................ 38
4.2 Pembahasan ........................................................................................ 38
4.2.1 Strategi Komunikasi dalam Menyosialisasikan Kebudayaan.... 38
4.2.2 Pengumpulan Data Base-line dan Need-assessmet ................... 42
4.2.3 Perumusan Tujuan Komunikasi ................................................ 43
4.2.4 Analisis Perencanaan dan Pengembangan Strategi ................... 45
4.2.5 Segmentasi Khalayak dan Pemilihan Media ............................. 47
4.2.6 Desain dan Pengembangan Pesan.............................................. 51
4.2.7 Implementasi dan Pelaksanaan .................................................. 53
4.2.8 Evaluasi Program....................................................................... 54
BAB V KESIMPULAN DAN SARAN ..................................................... 55
5.1 Kesimpulan ......................................................................................... 55
5.2 Saran ................................................................................................... 56
DAFTAR PUSTAKA
LAMPIRAN
Strategi Komunikasi..., Putri, Fakultas Ilmu Komunikasi 2019
DAFTAR TABEL
halaman
Tabel 1.1 Data Sosial Media KCCI ............................................................. 5
Tabel 2.1 Penelitian Terdahulu................................. ................................... 9
Tabel 4.1 Jam Operasional KCCI ................................................................ 37
Tabel 4.2 Data Informan dan Key Informan ................................................ 38
Strategi Komunikasi..., Putri, Fakultas Ilmu Komunikasi 2019
DAFTAR BAGAN
halaman
Bagan 2.1 Kerangka Pemikiran ................................................................... 22
Bagan 4.1 Struktur Organisasi KCC-KOCIS............................................... 34
Strategi Komunikasi..., Putri, Fakultas Ilmu Komunikasi 2019
DAFTAR GAMBAR
halaman
Gambar 4.1 Logo KCCI .............................................................................. 35
Gambar 4.2 Fasilitas Multifunction Hall ..................................................... 35
Gambar 4.3 Fasilitas IT Show Room ............................................................ 36
Gambar 4.4 Fasilitas Ruang Santai .............................................................. 36
Gambar 4.5 Fasilitas Perpustakaan .............................................................. 37
Gambar 4.6 Event 100 Tahun dan Pemerintahan Sementara Korea ............ 41
Gambar 4.7 Korean Film Screening ............................................................ 41
Gambar 4.8 Laman Website KCCI .............................................................. 48
Gambar 4.9 Laman Fanpage Facebook....................................................... 48
Gambar 4.10 Laman Twitter ........................................................................ 49
Gambar 4.11 Laman Instagram ................................................................... 50
Gambar 4.12 Laman Youtube....................................................................... 50
Strategi Komunikasi..., Putri, Fakultas Ilmu Komunikasi 2019