Studi Fenomenologi Motif Bookstagrammer Indonesia

Abstract

Abstrak Instagram memperoleh antusias yang sangat tinggi di kalangan masyarakat Indonesia. Instagram merupakan aplikasi media sosial yang digunakan untuk berbagi momen atau cerita melalui tampilan audio – visual. Terdapat fenomena di Instagram dimana konten – konten yang diunggah berhubungan dengan buku. Fenomena tersebut disebut dengan Bookstagram, sedangkan Bookstagrammer adalah orang yang melakukannya. Tujuan dari penelitian ini adalah untuk mengetahui motif dan makna dari sharing buku di Instagram pada Bookstagrammer Indonesia. Motif yang digunakan berdasarkan teori yang dicetus oleh Alfred Schutz, yaitu because motives (motif) dan in-order-to-motives (tujuan). Penelitian ini menggunakan jenis penelitian kualitatif dengan paradigma konstruktivis dan pendekatan fenomenologi Alfred Schutz. Pemilihan informan dilakukan dengan teknik purposive sampling. Pengumpulan data didapatkan dengan melakukan wawancara secara mendalam kepada tujuh informan dan mengobservasi akun Bookstagram para informan utama. Hasil penelitian menunjukkan terdapat beberapa motif yang menjadi motif dan tujuan Bookstagrammer Indonesia sharing buku di Instagram. Because motives (motif) terdiri dari tiga hal. Pertama, berbagi pengalaman. Kedua, membangun relasi. Dan ketiga, penyaluran minat. Adapun in-order-to-motives (tujuan) dari penggunaan media sosial Instagram pada Bookstagrammer Indonesia yang terdiri dari tiga hal pula. Pertama, mengobarkan cinta literasi. Kedua, popularitas. Dan ketiga, kesenangan diri. Dan dari motif tersebut, didapatkanlah tipikasi Bookstagrammer Indonesia dalam sharing buku di Instagram yaitu Bookstagrammer Penggerak, Bookstagrammer Ahli, dan Bookstagrammer Progresif.  
Kata Kunci: Motif, Media Sosial, Instagram, Bookstagrammer   
Abstract Instagram obtains a very high enthusiasm amongst Indonesian citizens. Instagram itself is social media used to share moments and stories in the form of audio-visual contents. There is a phenomenon where Instagram users upload contents about literacy. Those phenomenon is regarded as Bookstagram, and the people who are actively involved are called Bookstagramers. A Bookstagrammer shares contents about books, libraries, book stores, and everything related to literacy. The purpose of this research is to help reveal and understand the motive behind the use of Instagram by the Indonesian Bookstagrammers that are creating social media pages with pro - literacy contents. The motive used based on the theory by Alfred Schutz, are "Because of" motives (motive), and "in-order-to" motives (Purposes). This research uses qualitative methods with contructivism paradigm and Alfred Scutz's take on phenomenology. The informants were selected by using purposive sampling technique. Data gathering is acquired by doing in-depth interviews to seven informants and observing the bookstagram page of main informants.  The result of this research point to several possible motives that become a reason and purpose of indonesian Bookstagrammer using instagram as their media. The because- motive (motives) consists of three which are to share experiences, building relations, and practicing hobby. Regarding the in-order-to motives (purpose) of the use of instagram by Indonesian Bookstagrammer also consists of three which are to resound the love of literacy, gaining popularity, and self happiness. And from this motive, namely the Movable Bookstagrammer, the Expert Bookstagrammer, and the Progressive Bookstagrammer.  
Keywords: Motive, Social Media, Instagram, Bookstagrammer