Strategi Star Radio Dalam Pemanfaatan Media Sosial Sebagai Upaya Mempertahankan Audience Di Era Digital

Abstract

The mass media industry has changed so much that it has an impact on the habits and ways of the audience in consuming an information flow in a media. This is is called the convergence phenomenon where many conventional media companies are now utilizing new media as their effort to retain the audience. This study aims to find out what strategies are being carried out by Star Radio, especially the teams from the Instagram and Youtube digital teams in attracting the audience's interest in this convergence era. This study uses descriptive qualitative research methods. The subjects of this study were digital producers Instagram & Youtube. Data collection was carried out in this study using observations and interviews. In this study using Henry Jenkins' Media Convergence which sees a changing phenomenon in the culture of the community in consuming the flow of information in the media, forcing media companies to have to converge using Instagram and Youtube social media as their answers. The results of this study say that it turns out that Star Radio as a conventional media company is now utilizing the new Instagram and Youtube media as an effort to retain the audience in this digital era, in general, carried out in a way; connecting content on air into other forms on digital platforms Instagram and Youtube, building engagement with the audience to invite influencers in an effort to attract the interest of the audience. The reality of this research is that it can be said that Star Radio as a conventional media company has now carried out and developed their content network not only in broadcast on air but also utilizing new media because it turns out that the changing public habits in consuming information -information in the media, especially for urban communities and millennials.