Social media usage by teen segmented commercial private radio in Bandung

Martha Tri Lestari,Hadi Purnama,B Mohamad,H Abu Bakar

doi:10.1051/shsconf/20173300041

Abstract

Radio is one of mass media which functions to inform, to educate, to entertain and to influence. In Indonesia, private commercial broadcast radios are the biggest in numbers with more than 700 radio stations throughout indonesia. Some of the private commmercial radio stations select audience segmentation of young people or teenagers. This is due to fact that numbers of young people dominate the whole population. Social media nowadays has become a primary need for most of its users, especially young people. The usage of social media as a tool in virtual social interaction, has also been used by many radio stations, especially whose target audience are teenagers. The usage of social media by teen segmented radio stations is not only for on-air activities, but also to support off-air activities. How the use of social media by teen segmented radio stations in Bandung, to support on-air and off-air activities, is the focus of this research. Through qualitative research with descriptive method, it is hoped to describe more comprehensively about the usage of social media by teen segmented private radio stations in Bandung.

Highlights

Media is not as traditional as before, conventional mass media has limited time release or certain schedule which makes it difficult for the audience to access information at any time
In result of this research, which 4 teen-segmented radio stations in Bandung were the research’s subject, researcher has summarized, studied according to theory used and analized results from questions in Focus Group Discussion (FGD) and the answers packaged based on questions list divided into 3 discussion stages and answers form each informan key as representative of each radio stations
The answered that represented by Director and Marketing Manager Radio Zora, it is known that the using of social media in Zora FM started to be active when Zora radio switched its segment into teenagers listeners

Summary

Introduction

Media is not as traditional as before, conventional mass media has limited time release or certain schedule which makes it difficult for the audience to access information at any time. The weakness of media such as limitation of place, time, or pages, can be covered by online media which is accessible anytime, anywhere [1]. This time, media has transformed into a ‘new media’ technology, known as social media. Publication is one element of Public Relations. Public Relations itself is part of Integrated Marketing Communication. Rhenald Kasali in manajemen Public Relations, Konsep dan Aplikasinya di Indonesia in [3] said:

Methods

Findings

Discussion

Conclusion