STRATEGI KOMUNIKASI RADIO YOGADHIPARAMAGUHYA (YPG) BALI DALAM MEMBANGUN KEDEKATAN INTERPERSONAL DENGAN PENDENGAR,(STUDI ETNOGRAFI KOMUNIKASI)

ABSTRACT

The existence of the radio have been displaced by the presence of new
media. Some radios have adapted with new media trends to remain exist. On the
contrary, Radio Yogadhiparamaguhya (YPG) precisely retains the ways of the
classic radio broadcast through two-way communication, and keeps in close
touch with loyal listeners. This made the writer want to research about the
“Communication Strategy Radio YPG in establishing interpersonal closeness with
the listener”. The purpose was to describe the communication strategy of
broadcasting on the radio in terms of communication strategy, based on
producing broadcast program, mechanism of communication patterns, and its
impact by these three points of questions, namely: (1) How the communication
strategy Radio YPG Bali in producing broadcast program?, (2) How is the
mechanism of communication patterns that is formed by Radio YPG Bali?, (3)
How is the impact of communication strategy of Radio YPG implied?. Each
question was reviewed from the perspective of these theories: agenda setting,
cultural norms, and media dependency, with qualitative inquiry and ethnography
of communication approach.
The results showed the communication strategy of Radio YPG in terms of
broadcast production divided by the stage of pre-production, production and
post-production. The content of the issues highlighted is persistence (in terms of
agenda setting theory). Communication patterns of Radio YPG are dominated by
circular pattern of communication, both direct and indirect communication
processes. The mechanism of communication patterns showed that Radio YPG
gave emphasis to the messages and packed them with Balinese art and culture in
the various components of the communication activity. The impact of those
communication strategies that is implied: the cognitive impact is implied in the
form of understanding the self and the social world; the affective impact is
implied in the form of desire to be together also as a source of entertainment and
escapism; the behavioral impact is implied in the form of having active role on the
progress and welfare of the community and the Radio YPG. With the theme of
culture that is implied: “the Mirror of the spirit on traditional Balinese
conversation”
Keywords: Communication strategy, Radio YPG, interpersonal closeness, listener.