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Konstruksi Makna Aktivitas Buzzer di Media Sosial (Studi Fenomenologi tentang Motif dan Konstruksi Makna Aktivitas Buzzer di Twitter)

Konstruksi Makna Aktivitas Buzzer di Media Sosial (Studi Fenomenologi tentang Motif dan Konstruksi Makna Aktivitas Buzzer di Twitter)
Rismi Juliadi
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Indonesia
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ABSTRAK

Penelitian ini bertujuan untuk mendeskripsikan motif informan menjadi buzzer, mengungkap konstruksi makna aktivitas buzzer, mendapatkan gambaran konsep diri, mengonstruksi identitas buzzer Twitter. Buzzer sebagai aktor di media sosial yang memiliki peran mempengaruhi follower melalui relasi sosial dan kicauannya di Twitter. Buzzer juga turut mengonstruksi identitasnya pada fitur biografi yang menjelaskan profil singkatnya dan kicauan yang diunggah di linimasa Twitter. Para follower sering tidak menyadari keberadaan buzzer jika hanya memperhatikan biografi singkat saja, membaca pembaharuan status atau kicauannya di Twitter.
Menggunakan paradigma konstruktivis, metode kualitatif dengan pendekatan fenomenologi, peneliti memilih 8 informan secara purposive sesuai kriteria yang telah ditetapkan, yakni: menggunakan Twitter selama minimal lima tahun; memiliki follower minimal 10.000 akun; mayoritas kicauan bertema gaya hidup, dan punya pengalaman mempromosikan suatu jasa atau produk.
Penelitian ini menggunakan pisau analisis teori fenomenologi, konstruksi realitas sosial, teori komunikasi identitas, interaksionisme simbolik, dan pengelolaan kesan. Peneliti menemukan bahwa informan mempunyai motif menjadi buzzer Twitter karena motif sosial, motif eksistensi, motif ekonomi dan motif identitas keagamaan.
Penelitian ini menemukan bahwa Buzzer memaknai aktivitasnya sebagai suatu pekerjaan profesional yang berperan untuk memengaruhi dan mengguggah kesadaran (awareness) follower dalam melakukan promosi pemasaran online. Buzzer cenderung tidak menyadari dampak aktivitasnya di media sosial bisa menimbulkan budaya konsumerisme di kalangan netizen Indonesia.
Informan penelitian ini memandang dirinya memiliki konsep diri yang positif dan menonjol terutama pada dua aspek, yakni aspek psikis: terbuka, informatif, easy going, ambisius, kreatif, low profile, percaya diri, dan smart; serta aspek sosial: humoris, disiplin, informatif, dan aktif berbicara (talkative). Identitas buzzer dikonstruksi melalui profil akun; kicauan di linimasa, presentasi diri buzzer, dan interaksi sosial antara buzzer dengan follower di Twitter.

Keywords: Twitter, Buzzer, Gaya Hidup, Motif, Konstruksi Makna, Konsep Diri, dan Identitas.

 
ABSTRACT

This study aims at describing the motives of informants in becoming buzzers, revealing the meaning constructions of a buzzer’s activities, identifying buzzer’s self-concept, and constructing buzzers’ identity on Twitter. Buzzer as an actor in social media plays a role in influencing follower through his/her social relations and tweets on Twitter. Buzzer also constructs his/her identity on the Twitter’s biographical feature that explains his/her short profile and tweets uploaded to Twitter. Followers often do not realize the presence of buzzer if they only pay attention to the short biography, status updates or tweets on Twitter.
Using constructivist paradigm and qualitative method with phenomenology approach, the researcher recruited eight informants purposively, adhering to the following criteria: the informant has been using Twitter for at least five years; the informant has at least 10,000 followers; most of the tweets are about life style; and the informant has some experience in promoting a service or product.
The research viewed and analyzed the data from the perspective of phenomenology theory, social construction of reality, communication theory of identity, symbolic interactionism, and impression management. The results revealed that informants had various motives to be buzzers: social motive, existential motive, economic motive, and religious identity motive.
It was also revealed that the informants constructed the meaning of their activity on Twitter as a professional whose roles are to influence and create awareness among the followers especially in digital marketing promotion. The informants did not aware about the impact of their activities in creating consumerism culture for netizens in Indonesia.
The informants considered themselves to have an open and positive self-concept, especially on two aspects, namely psychological aspect: openness, informative, easy going, ambitious, creative, low-profile, self-confidence, and smart; and social aspect: humorous, discipline, informative, and talkative. The buzzers identity was constructed through the Twitter’s user profile, personal tweets, self-presentation, and social interaction between the buzzers and followers.

Keywords: Twitter, Buzzer, Life style, Motives, Meaning Construction, self-concept, and Identity.

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