KOMUNIKASI PUBLIK

(Jurus Komunikasi) lewat

Media Sosial

Oleh EFFENDI GAZALI , Ph.D, MPS ID

Peneliti Komunikasi Politik
Ketua Yayasan Salemba School
Institute for Media & Political Literacy
Visiting Professor, Jeju National University
Email: eg53@cornell.edu - effendigazali@yahoo.com
Apa yang sedang kita bicarakan?
• Clifford Bob (Political Communication,
29:232-241, 2012; revieweing Manheim):
Central to this analysis is the insight that the
content, form, and channeling messages
must always be keyed to knowledge about
the target, its belief structures, and how to
alter them.
• SETIAP MEDIA PUNYA SEJARAH
KONTEKSTUAL KELAHIRAN MASING-MASING,
LALU BAGAIMANA BERINTERAKSI DENGAN/
MELALUINYA
 USING INTERNET,
New & Social Media
Dahlgren (2005): In particular, the destabilization
of political communication systems is seen as a context for understanding the
role of the Internet: It enters into, as well as contributes to, this
destabilization. At the same time, the notion of destabilization can also
embody a positive sense, pointing to dispersions of older patterns that may
have outlived their utility.

It is suggested that the concept of civic cultures offers an alternative way to
understand the significance of online messages or new/social media

•LAHIR DARI DESTABILISASI, LALU MENYUMBANG DESTABILISASI BERIKUTNYA

(SAMPAI KAPAN?)
•PUNYAKAH KITA KONSEP BUDAYA-BUDAYA KEWARGAAN?
 Recent Relevant Theories

 PUBLIC ? (Dewey, 1927; Blumer, 1966; Grunig, 2003; Nam-Kim & Grunig,
Journal of Communication, 2011): Critical components of democratic process
that recognize problems that affect them and organize and act similarly to
resolve those problems.
 THE SITUATIONAL THEORY OF PUBLICS (Theory of Publics) has 4
independent variables: Problem Recognition, Constraint Recognition,
Involvement Recognition, and Referent Criterion.
 THE SITUATIONAL THEORY OF PROBLEM SOLVING: + COMMUNICATIVE
ACTION IN PROBLEM SOLVING (as dependent variable)

 SIAPA PUBLIK YANG KITA HADAPI?

 Apakah mereka komponen kritis dari proses demokrasi yang menyadari
masalah, menyadari juga HAMBATAN yang ada, tapi mau terlibat &
bergerak, dan punya kriteria ACUAN
 Adakah AKSI KOMUNIKATIF dalam memecahkan masalah?
 Communication Theory 23 (2013) 223–238© 2013 International Communication Association
ORIGINAL ARTICLE
Media Logic, Social Control, and Fear
David L. Altheide
School of Justice and Social Inquiry, Arizona State University, Tempe, AZ 85287-0403, USA
The role of mediated communication and media logic in social order is discussed,
along with recent examples involving social media and popular culture,
surveillance, commercialism and marketing, social change and revolution, and
military strategies and weapon systems. The relevance of an ecology of
communication — the structure, organization, and accessibility of information
technology, various forums, media, and channels of information — is proposed as
a template for inspecting the interaction of social context, information technology,
communication formats, and how these affect social activities. Suggestions are
offered for continued investigation and mapping of media logic across information
technologies in order to clarify the reflexive relationship between communication,
social interaction, and institutional orders

• JANGAN LUPA: Media sosial hidup berdampingan

dengan (logika) media lain
 Conclusion
This article has addressed how media logic and the ecology of communication are
relevant for a theory of mediation and the process of mediatization. Materials were
presented about mass media formats and new information technology in order to
illustrate how social mediation and communication formats and reflect media logic
and an ecology of communication. Not all media will be accepted in the same way
by all audiences, but even the divergence will be informed by a familiar logic. Social
context is very important in shaping experiences, expectations, and standards.
Mediated communication is reflexive of an underlying logic. A challenging task is
mapping and tracing the logic and process through which meanings are constructed
and symbolically transformed and institutionally embedded as ‘‘routine communica-
tion’’ matters. One example is tracking the discourse of fear over time across different
media. My modest efforts have been an attempt to provide a conceptualization and
perspective that joins information technology and communication (media) formats
with the time and place of activities. I suggest that it is no coincidence that the
propaganda of fear has accompanied a rapid expansion of media logic as the content
and substance of our discourse reflects the logic and procedures through which
we communicate. Hopefully, we can build on this framework to establish a more
theoretically informed understanding of the relationship between communication
and discourse in everyday life and institutional processes that emerge and reflect the
melding of traditions with new information technologies and formats of control.
 ASPEK PENTING KEILMUAN MUTAKHIR
 In new media, social media, talk radio, cable news, From
Incivility to Outrage develops (Sobieraj & Berry, 2011)
 The Effects of OPINIONATED NEWS matter on Information
Processing and Attitude Change (Feldman, 2011)
 Involvement with a SPECIFIC CHARACTER, Involvement with
the NARRATIVE, and viewer’s EMOTIONAL REACTION TO THE
NARRATIVE, produce ENTERTAINMENT-EDUCATION (EE)
Effects (Murphy, et al. 2011).

 Media umumnya BEROPINI / TER-OPINI

 Pusatnya ada pada keterlibatan dengan KARAKTER, NARATIF,
tapi harus ada REAKSI EMOSIONAL yang di sana-sini
menampilkan akibat (tak langsung) menghibur dan (mungkin
juga)mendidik
 Kenapa Media Sosial?
• Chaffee (2010): Bukan hanya soal Who says What to
Whom in Which channel with What effect(s),
• tapi WHO GETS TO SAY What to Whom in Which
channel with What effect(s)
• Komunikasi Pembebasan? Teori-teori Interaksi
Komunikatif: Semua orang harusnya bisa menyatakan
apa, dalam posisi SEJAJAR; tidak ada makna pusat
dan makna pinggiran!
• Dulu UTOPIA, sekarang (tampaknya) BISA!
• Lalu: (akankah) menjadi UTOPIA lagi, karena apa?
• Coleman & Blumler (2009) explains that it is not due to the
deficiencies of the technologies but rather because of the
incongruency of the Habermasian model with the
contemporary political and social culture of many societies.
• Lim (2013) explores empirical cases in Indonesia. She offers a
critical approach to the promise of social media activism by
analyzing the complexity and dynamics of the relationship
between social media and its users. Rather than viewing social
media activism as the harbinger of social change or dismissing
it as mere “slacktivism”, she provides a more nuanced
argument by identifying the conditions under which
participation in social media might lead to successful political
activism. Lim states that in social media, networks are vast,
content is overly abundant, attention spans are short, and
conversations are parsed into diminutive sentences.
• Lim (2013: 18) further finds that:
• “social media activisms have to embrace the principles of
contemporary culture of consumption: light package, headline
appetite and trailer vision. Beyond that, the activism must
neither be associated with high-risk actions nor ideologies
that challenge the dominant meta-narratives (such as
nationalism and religiosity in Indonesia). Further, it also needs
to be uncontested by powerful competing narratives
endorsed in mainstream media. As such, social media
activisms are always in danger of being too fast, too thin and
too many. While online activism may see many clicks, there
are little sticks –while we may witness many clicks, there are
very few causes that make for widespread activism in the vast
online social media environment.”
 Apapun,
KOMUNIKASI YANG BAIK (OF PUBLIC INTEREST) tetaplah

1. Mengurangi Ketidakpastian
(Reduction of Uncertainties)
2. Menunjukkan Arah
(Showing Directions)
3. Melibatkan Publik
(Involving Public)
4. Membuat Makna Bersama
(Co-Creating/on)

5. Memberi Teladan
(Setting examples)
 4-STEPS FORMULA USMAN HAMID
• One of the experiments carried out seriously by Usman Hamid and his
friends is sharing about how to create a message in social media, which
indeed must be brief but continuous to convey the larger picture.
Therefore, Usman frequently shares his four steps formula.
– First, the (initial) information should not be one way.
– Second, immediately encourage interaction.
– Third, create much participation.
– Fourth, role decentralization should be expanded.

1) Harus segera membuka 2-arah

2) Dorong Interaksi
3) Lebih banyak yang berpartisipasi
4) Segera peran Desentralisasi (Komunikator baru)
• CONTOH KASUS
• Usman also gave another example that works in ordinary life. One day there was a need to
raise funds to help the father of a university activist who was murdered in the Semanggi
Incident (1999), Yun Hap. His father was only a shopkeeper and needed money for a prompt
surgery (8/9/2012) with a total cost of 60 million rupiah. As this appeal took place so long
(around 13 years) after the Incident involving Yun Hap, it might not be easy to begin a
fundraising initiative. Usman chose to apply his four steps formula through social media. He
began the message by raising a question, to avoid one-way information. Usman asked, “Do
you still remember Yun Hap?” Then he reminded the public that Yun Hap’s father needed
money for the surgery. Third, he encouraged massive participation through invitation: “Why
doesn’t each of us donate Rp 60,000 and transfer it to the account of Yun Hap’s family”.
Usman chose the number Rp 60,000 instead of saying that the required fund was Rp
60,000,000. Soon, role decentralization emerged. Many figures became the main actors who
invited their activist friends and sympathizers. In less than one day, the sum of money
collected reached far beyond the Rp 60,000,000 target.

1. Masih ingat Yun Hap?

2. Ayah Yun Hap butuh bantuan untuk operasi segera
3. Bagaimana kalau kita urunan Rp 60.000,- dan langsung transfer ke rekening
Keluarga Yun Hap?
4. (Aktor/ Komunikator baru memainkan peran Desentralisasi)
Tapi Samudera Tantangan adalah sbb.
CONSUMERISM

CELEBRITY

CYNICISM
<Corner, J. and
Pels, D. (eds)
(2003). Media
and the
Restyling of
Politics.
London: Sage>
DEMOKRASI LIBERAL, KORUP, TIDAK JELAS
KELAMINNYA
+ CULTURAL HIT MAN
+ KETIDAKADILAN AKSES MEDIA

•SISTEM PARLEMENTER ATAU

PRESIDENSIAL?

•BIAYA POLITIK TINGGI

•PRESIDEN TERPILIH
TERSANDERA PRESIDENTIAL
TRESHOLD & KURSI MENTERI

•ISI MEDIA (KHUSUSNYA TV

TIDAK MENCERAHKAN)

•TIDAK TERJAMIN DIVERSITY OF

OWNERSHIP & PLURALITY OF
CONTENT ( Ketidakadilan akses MEDIA/
TV di antara Parpol, Universitas,
NGO/Advokasi Publik)
MENCOBA MENGUBAH
Model menjelaskan PUU 14/PUU-XI/2013 (Purifikasi) terhadap UU No. 42/2008
Pengaju: Effendi Gazali, PhD, MSi, MPS ID (Pakar Komunikasi Politik); Ahli: Prof. Dr. Saldi Isra & Dr. Irman Putra Sidin (Pakar
Hukum Tata Negara), Prof. Dr. Hamdi Muluk (Pakar Pskilogi Politik), Didik Supriyanto (Perludem, Civil Society/LSM), Slamet
Effendy Yusuf (Pelaku Sejarah Perubahan UUD 1945).
Sidang di MK berlangsung 6 Feb 2013, 20 Feb 2013, dan 14 Maret 2013.

PEMILU SERENTAK Biaya Politik Tinggi/Boros

0 – 2,5 – 5 Korupsi Politik
7 Kotak 2 Kotak 7 Kotak Politik Uang
DPR/D Politik Kekerasan
, DPD, Politik Oligarki
Pres
+ 228 301 228
Pemilukada*

HAK PILIH WARGA NEGARA

SECARA CERDAS & EFISIEN
POLITICAL EFFICACY
(2004: SELISIH 2.255.184; 2009: 5.591.009 Partisipasi)

STRAIGHT TICKET
(COATTAIL) SPLIT TICKET
Ket. Pemerintah
13/1/09 – 56/PUU-VI/2008
 •Biaya Politik Tinggi/Boros
•Korupsi Politik
•Politik Uang
•Politik Kekerasan
•Politik Oligarki

UUD UU 42/2008

ORIGINAL INTENT:
PEMILU SERENTAK ORIGINAL INTENT (Pasal 9 dan juga Pasal
<Pasal 1, 4, 6A(1)&(2), 22E(1),(2),(6), 27, 3(5), 12(1),(2), 14(2), 112)
28D (1),(3)> Sistem Presidensial perlu mendapat basis
dukungan DPR; kenapa hanya 20 %, bukan 51%?
• Risalah Perubahan UUD Ketiga +
• (Empiriknya: Tidak terjadi walau ada
Purifikasi Konstitusi sekitar 75% Suara Setgab di DPR;
• Warga negara MEMBENTUK Realitas Yang terjadi: Warga negara
Politik DIBENTURKAN pada Realitas Politik)
Harusnya Compatible/ Sejalan (Scientific
Approach):
KOALISI bisa SEBELUM atau SESUDAH PEMILU
SERENTAK
SURVEI dapat dipakai untuk membangun
Koalisi SEBELUM PEMILU SERENTAK)

ALTERNATIVE INTENT: ALTERNATIVE INTENT:

(tidak pernah eksis untuk diusulkan (Politik Transaksional)
voting)
 Ini juga tidak masuk akal

"KITA INI DIBODOHI OLEH KEBIJAKAN IMPOR. SETIDAKNYA RP.

20.000 TRILIUN PENERIMAAN NEGARA DARI SEKTOR SDA
DIRAMPOK TIAP TAHUN"
http://nasional.kompas.com/read/xml/2013/09/07/1658214/Samad.Kita.Ini.Dibodohi.Terus.Impor.Itu.
Bohong.

JAKARTA, KOMPAS.com - Dalam penelitian yang dilakukan KPK, banyak kebijakan impor yang tak perlu dilakukan
karena Indonesia memiliki sumber daya alam yang jauh dari sekadar cukup.

"Kita ini dibodoh-bodohi terus, impor-impor itu bohong karena KPK sudah memelajarinya," kata Samad.

Dalam perhitungan KPK, potensi pendapatan negara sebesar Rp 7.200 triliun hilang setiap tahun karena
penyelewengan tersebut.

Bila ditotal, kata Samad, pajak dan royalti yang dibayarkan dari blok migas, batubara, dan nikel di setiap tahunnya
dapat mencapai Rp 20.000 triliun. Namun, pendapatan sebesar itu tergerus karena pemerintah tidak tegas dalam
regulasi dan kebijakan.

"Bila dibagi ke seluruh rakyat, maka pendapatan rakyat Indonesia per bulan bisa mencapai Rp 20 juta," ujarnya.

Atas semua itu, dalam Rakernas PDI Perjuangan, ia mendorong agar pemerintah menasionalisasikan semua blok
migas dan potensi sumber daya alam yang kini dikuasai oleh asing.

Ia juga mendesak pemerintah memperketat izin pada pengusaha tambang dan harus patuh pada pembayaran
royalti serta pajak menyusul adanya rencana membuka 144 sumur migas baru di Indonesia pada 2013. "Supaya tak
ada lagi anak putus sekolah, supaya Indonesia kembali ke kejayaannya," kata Samad.
21
 SOAL PENGANGGARAN & KETIDAKPASTIAN

• APBN awal tahun, proyek jalan pertengahan tahun

• APBNP Juli, dilaksanakan November
• (boleh ada/diawali Pelelangan Tidak Mengikat)
• 16 Desember harus selesai 100 %
• (boleh ada penundaan 50 hari, dengan denda)
• Atau anggaran kembali ke Negara
• Proyek 40 hari, kena hujan, ada urusan tunggu umur beton 30
hari dll.
• Yang ada PAGU MAKSIMAL, silahkan berlomba-lomba
MENIMAL-kan (dengan pengorbanan KUALITAS ?)
• Sudah ditunggu dan diintai sebagai Obyek Aparat Hukum,
dengan teori-teori Hukum Pidana
 Di mana Peran PR?
BARCELONA MEETING COM #1:
INTERNATIONAL PR 2011 CONFERENCE
Barcelona, 28 and 29 June 2011
• Competing identities: The state of play of PR in the 2010s
• The end of the first decade of the 21st century has been marked by significant
shifts in the power, practice, and theory of public relations. Alongside the
continuing global expansion of connectivity, ecological degradation, and social
media, more recent events – such as the global economic downturn and changing
public attitudes to business – are creating different operating conditions.
Academically, the rise of different voices in journals, books, and research has been
paralleled by the declining power of the ruling paradigm of late 20th century
public relations. The old centre has not held and a diversity of opinion that is less
insular, and more socially concerned, continues to emerge. These newer voices
differ on perceptions of present, past, and future – not only are there
disagreements on what public relations is now, but on what public relations has
been, and on what public relations might be. In examining public relations and
identity construction in these more visibly competitive, and uncertain, times, this
conference looks beyond business competition to competition between nations
and cities, between practitioners in different professions, and between different
academic disciplines.
 MUSUH UTAMA PR Di Era 3 C
• KETIDAKPASTIAN
– (jadi: PERLIHATKAN ARAH, PILAH MASALAH)
• BOHONG
– (jadi: PERLIHATKAN KEJUJURAN WALAU BARU AWALNYA)
• BANYAK LAWAN
– (jadi: BANGUN ALIANSI SECARA ADIL, KEY LEADERS di Media, SPIN
DOCTORS)
• JIKA ANDA TIDAK KORUP dan TIDAK CACAT MORAL, di-bully
seperti apa pun, tenang saja…
• Kepada ATASAN: tunjukkan PETA MASALAH: jika Anda tidak
mengakui atau tidak merespon PETA MASALAH INI, Anda
tanggung resikonya ya
 CV Effendi Gazali, Ph.D. MPS ID
• Menyelesaikan Master dalam bidang Komunikasi di UI
• Master (kedua) dalam bidang International Development (konsentrasi: International
Communication), Cornell University, Ithaca, NY (2000)
• Ph.D. dengan disertasi “Communication of Politics & Politics of Communication in
Indonesia: A Study on Media Performance, Responsibility, and Accountability” di
Radboud University, Nijmegen, Belanda; Diterbitkan oleh universitasnya (Nijmegen:
Radboud University Press, 2004)
• Salah satu Peneliti Terbaik UI 2003, Bidang Social & Humanity, berdasarkan publikasi di
jurnal internasional
• Penerima ICA (International Communication Association) Award, ICA Annual
Conference, New Orleans Mei 2004 untuk Research, Teaching & Publication (dari the
ICA Instructional & Developmental Division).
• Salah satu publikasi: (2009). “Political Communication in Indonesia: Revisiting the Media
Performance in Three Eras”, in Willnat & AW, Political Communication in Asia.
Routledge: New York-London.
• Pelopor Program TV REPUBLIK MIMPI terpilih sebagai salah satu PROGRAM TV
TERBAIK DUNIA, Seleksi di Berlin-Februari 2009; Presentasi di Warsawa-Juni 2009; dan
The Best of INPUT Sydney-September 2009. Tahun 2005, Republik BBM terpilih sebagai
Best Talkshow pada Asian Television Award.
• Sedang menulis “Learning by Clicking: An Experiment of Social Democracy Media in
Indonesia”, untuk International Journal of Communication (in-printing).