Strategi Pemanfaatan YouTube Oleh Suara Surabaya di Era Konvergensi Media. (Strategies for Utilizing YouTube by Suara Surabaya in the Era Media Convergence).

Aryanto, Andre Febrian (2023) Strategi Pemanfaatan YouTube Oleh Suara Surabaya di Era Konvergensi Media. (Strategies for Utilizing YouTube by Suara Surabaya in the Era Media Convergence). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The mass media industry has changed so much that it has an impact on the habits and way of life of the public audience in consuming a flow of information in a media. This is called the convergence phenomenon where many conventional media companies are now utilizing new media as an effort to maintain their media. This research aims to find out the description of YouTube Utilization Strategy by Suara Surabaya in the Era of Media Convergence. This research uses descriptive qualitative research methods. In this study using the theory of media wealth put forward by Daft and Lengel which sees whether YouTube media is included in media perfection. Media Convergence Henry Jenkins who sees that the phenomenon of cultural changes in society in consuming information flows in the media. The results of this study state that Suara Surabaya as a conventional media utilizes new media YouTube media as an effort to maintain the media by; connecting the broadcasted content to the digital social media platform YouTube, as well as building engagement with audiences to invite influencers in an effort to attract audiences. The conclusion of this research is that Suara Surabaya as a conventional media company has now carried out and developed expanding its content network which was originally only broadcast on air but now also utilizes new media because it turns out that the pattern of society leads to changing habits in consuming information in the media, especially for urban and millennial communities. Keywords: YouTube, Media Convergence, Strategy, Radio

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