Hannum, Faridah (2025) STRATEGI KOMUNIKASI LEMBAGA PENYIARAN PUBLIK (LPP RRI) LHOKSEUMAWE DALAM MENGIMPLEMENTASIKAN APLIKASI RRI DIGITAL. S1 thesis, Universitas Malikussaleh.

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Abstract

ABSTRACT This research aims to explore the communication strategies employed by the Public Broadcasting Institution (LPP) RRI Lhokseumawe in implementing the RRI Digital application as a form of adaptation to the development of information technology in the digital era. The transformation from analog to digital media demands that public broadcasters provide content that is not only informative and educational but also easily accessible to the public through digital platforms. As part of Radio Republik Indonesia, RRI Lhokseumawe seeks to address this challenge by launching the RRI Digital application, which allows audiences to access live streaming broadcasts, podcasts, on-demand news, and other content anytime and anywhere. This study uses a descriptive qualitative approach with data collected through in-depth interviews, observations, and documentation. The informants consist of RRI Lhokseumawe’s management, staff, and active listeners. The data wereanalyzed using Henry Jenkins' media convergence theory and the communication strategy theory of Wayne Pace and Dallas Burnet. The findings indicate that the communication strategies applied by RRI Lhokseumawe in implementing the RRI Digital application involve internal approaches to ensure employees understand and can operate the application, as well as external approaches to the public through cross-platform promotion, collaboration with local media, and optimization of social media and interactive broadcasts. These strategies align with five dimensions of media convergence: ownership, tactical, structural, news gathering, and storytelling convergence. Challenges faced include uneven digital literacy among the community, limited infrastructure, and the need for human resources to adapt to new technologies. This study recommends that RRI Lhokseumawe continue to enhance digital innovation, conduct technology education for the public, and strengthen local promotion efforts so that the RRI Digital application can serve as a primary source of information that reaches all segments of society, both urban and rural. Keywords: Communication Strategy, RRI Lhokseumawe, RRI Digital Application, Media Convergence, Digital Transformation

Item Type:	Thesis (S1)
Subjects:	H Social Sciences > HE Transportation and Communications H Social Sciences > HV Social pathology. Social and public welfare T Technology > T Technology (General)
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > 70201 - Jurusan Ilmu Komunikasi
Depositing User:	Faridah Hannum
Date Deposited:	21 Jul 2025 04:08
Last Modified:	21 Jul 2025 04:08
URI:	https://rama.unimal.ac.id/id/eprint/12809

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