Penggunaan Storytelling Public Relations Pada Media Sosial Youtube Klub Sepakbola Ibukota Indonesia Dan Inggris (Studi Komparasi Pada Akun Youtube Arsenal Dan Persija)
Abstract
Penelitian ini membahas mengenai penggunaan storytelling public relations pada akun sosial media YouTube Arsenal dan Persija untuk berkomunikasi dengan audiensnya. Penelitian ini bertujuan untuk mengetahui perbedaan antara klub yang menjadi representasi dari ibukota Inggris dan Indonesia dalam menggunakan storytelling public relations. Peneliti menggunakan metode penelitian kualitatif dengan pendekatan analisis isi serta pengambilan data berupa analisis konten selama bulan Juli 2022. Berdasarkan hasil penelitian yang dilakukan selama 31 hari, ditemukan bahwa kedua akun YouTube menggunakan adventures sebagai master plot. Namun, terdapat perbedaan symbolic action yang digunakan oleh kedua akun YouTube, Arsenal sebagai representasi dari negara barat cendrung menggunakan konsep Egaliter dalam pesan komunikasinya, sementara Persija sebagai representasi dari negara timur lebih mengkedepankan prinsip collectivism.
kata kunci-storytelling, symbolic action, youtube
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