CSR Broadcasting Industry Through Media-Convergence Pattern Approach for Empowering the Indonesian Muslim Youth Community

Abstract

Objective: The Corporate Social Responsibility program carried out by Television of Udinus Campus or Televisi Kampus Udinus (TVKU) Semarang in participating in the transformation of da’wah in Central Java Great Mosque or Masjid Agung Jawa Tengah (MAJT) through the youth empowerment of the muslim community was the focus of this research. Theoretical Framework: Within a qualitative method approach with a case study approach strategy, this study focused on how events, activities, and processes that occur by photographing the findings of facts from the condition during the time of new normal era in the MAJT mosque and analyzed the processes and results of the sustainable empowerment carried out by the broadcasting industry to the mosque youth. Method: Analysis was carried out by using the software ATLAS.ti, and this research resulted in strategic recommendations including the identification of empowerment targets, the formation of working teams, the development of superior contents, the construction of a promoting system of humility and marketing, the building of communities, the formulation of collaborative strategies, the establishment of modern and interactive digital platforms, as well as conducting events. Results: The cooperation pattern by a broadcasting industry in this research was expected to be a reference for appropriate stages of empowerment for a media in creating a transformation of publicity use of media convergence. Conclusions: The Corporate Social Responsibility (CSR) program carried out by TVKU Semarang in MAJT has succeeded in building an entity of empowerment pattern that transforms innovative steps and potentially gives a positive impact in spreading messages to the younger generation.