Skripsi

PENERAPAN MODEL MONETISASI CONTENT CREATION PADA VICE INDONESIA

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ABSTRAK
Nadia Febriani, 210110140215, 2018.Penelitian ini berjudul “Penerapan Model Monetisasi Content Creationpada VICE Indonesia”. Studi Kasus Intrinsik Robert E. Stake mengenai Penerapan Model Monetisasi Content Creationpada VICE Indonesia. Pembimbing utama Dr. Hj. Siti Karlinah, M. Si., dan pembimbing pendamping Efi Fadilah, S.Sos., M.Pd. Jurusan Jurnalistik Fakultas Ilmu Komunikasi, Universitas Padjadjaran.Model monetisasi content creationadalah salah satu cara dalam memperoleh pemasukan yang dilakukan dengan mengemas pesan komersial menjadi konten yang menarik dan dapat dinikmati. VICE Indonesiamenjadi salah satu media massa yang menggunakan model monetisasicontent creationpada konten komersialnya. Penelitian ini bertujuan untuk mengetahui bagaimana penerapan model monetisasi content creationyang dilakukan oleh VICE Indonesia.Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus intrinsik Robert E. Stake. Data dikumpulkan melalui observasi, wawancara, dokumen kualitatif, materi audio-visual, studi literatur, dan penelusuran data online.Hasil penelitian menunjukkan bahwa VICE Indonesiamenerapkan model monetisasi content creationberdasarkan pedoman internal dari VICENew York,mengikuti karakteristik segmentasi milenial,perubahan persepsi perusahaan mitra kerja sama. VICE Indonesiamelakukan proses penerapan model monetisasi content creationdalam dua tahapan, yaitu proses penjualan yang terbagi menjadi pre-sales, sales, dan post-salesserta proses produksi konten yang terdiri dari tahapan pra-produksi, produksi, dan pasca-produksi. Kesepakatan yang terjadi pada proses penjualan mempengaruhi aktivitas yang dilakukan pada proses produksi konten. Keberadaan model monetisasi content creationmengimplikasi aspek jurnalistik berupa usaha VICE Indonesiauntuk menyesuaikan prinsip dan etika jurnalistik dan implikasi pada aspek bisnis di mana model monetisasi content creationmenjadi sumber pemasukan terbesar VICE Indonesiauntuk memenuhi kebutuhan operasional.Peneliti menyarankan agar VICE Indonesiadapat memperjelas batasan garis api konten editorial dan komersial dengan membubuhkan tanda “Sponsored by”, “ads”, atau “advertorial” pada judul. Peneliti juga menyarankan agar VICE Indonesiadapat memisahkan sumber daya produksi editorial dan jurnalistik.Kata kunci: VICE Indonesia, monetisasi, content creation, revenues,konten komersial
ABSTRACT
Nadia Febriani, 210110140215, 2018.This study was about Content CreationMonetization Model in VICE Indonesia. Intrinsic Case Studies by Robert E. Stake about Content CreationMonetization Model in VICE Indonesia. Supervised by Dr. Hj. Siti Karlinah, M. Si., and Efi Fadilah, S.Sos., M.Pd. Department of Journalism Studies, Faculty of Communication Science, Padjadjaran University.Content creationmonetization models is a marketing process model for creating and distributing valuable and compelling content to help generate revenues. VICE Indonesia became one of digital mass media which using content creationmonetization models for their commercial content. This study aims to determine how the usage of content creationmonetization models in VICE Indonesia.This study used the qualitative method with case study intrinsic model by Robert E. Stake to elaborate the result. The data were collected by observations, deep-interviews, documents, audio-visual materials, literature studies, and online research.The result showed that VICE Indonesia use of content creationmonetization model was motivated by VICE’s internal guideline, followed by millenials segmentation characteristics and marketing’s behavorial changing. VICE Indonesia produced commercial content by two collaborate stages. First was sales process which include pre-sales, sales, and post-sales. Then followed by production process which include pre-productions, productions, and post-productions. The agreements construct from sales process were influenced the whole production process. The used of content creationmonetization models affects the feasibility of principles and journalism ethics. Then, content creationmonetization models also becoming the biggest source for generating revenues. This creative way for creating and distributing valuable commercial content could be the best models for others digital mass media.To be more proportional, Researcher suggested VICE Indonesia to clarify the firewall border between editorial and commercial content by placing some “Sponsored by”, “ads”, or “advertorial” sign. Researcher also suggested VICE Indonesia to distinguish the commercial projects from editorial team.Keywords: VICE Indonesia, monetization,content creation, revenues,commercial partnership

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Series Title

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Call Number

006.750 7 FEB p

Publisher

Bandung : Fikom - Unpad., 2018

Collation

xv; 248 hal; 21 x 29.5 cm

Language

Indonesia

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Classification

006.750 7 FEB p

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Edition

cet,1

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