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

Strategi Komunikasi..., Putri, Fakultas Ilmu Komunikasi 2019

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

Strategi Komunikasi..., Putri, Fakultas Ilmu Komunikasi 2019

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