WOMEN’S EMPOWERMENT THROUGH RADIO BROADCAST PROGRAM STRATEGY

Abstract

The radio broadcasting strategy is carried out by Beautiful Radio 95.6 FM on the broadcast program Ruang Perempuan. This research aims to find out the process of radio broadcasting strategy with Ruang Perempuan program using the concept of Peter K Pringle. This research uses a qualitative approach with a case study research design. The technique of determining informants using purposive sampling technique. The research data obtained from observation, interviews, and documentation. The results of the research on the planning stage of Ruang Perempuan broadcasts are through the selection of themes, program formats, production teams and broadcasters, program objectives and routine evaluation. The production stage begins with making a question list, preparing equipment, making digital posters and brifieng; then followed by the production stage. The post-production stage involved handing over the inspirational women's charter and editing the aftermovie video. Execution stage by determining broadcast hours based on planning and target listeners. The monitoring and evaluation stage is carried out on an ongoing basis and once a month. Ruang Perempuan is present to optimize the broadcast program with the target audience of adult women aged 30-45 years in terms of information, inspiration, and motivation regarding finance, career, profession, business through female speakers. The implication is that radio broadcast programs specifically designed to encourage women's empowerment can be one of the effective instruments in overcoming gender inequality and increasing women's participation in various aspects of life.