ANALISIS FRAMING DALAM RISET PUBLIC RELATIONS
Journal Title: INFORMASI - Year 2016, Vol 46, Issue 2
Abstract
This paper aims to give description about how to use frame analysis in Public Relations (PR) research. The author use two framing models: Entman and Pan & Kosicki. The object is organization official statement about particular issue. Frame analysis method rarely used in Public Relations research. This methods commonly use in journalism study, to analyse the news in media. Meanwhile, the key word of framing is the social construction of reality. Organization can make social construction of realty in their official statement. In acacemic term, frame analysis in PR research is useful to know how organization positioned themselves in particular situation. Other benefit is use to evaluat whether the organization frame is conformable with the public opinion or agenda setting media or not. In practical term, frame analysis give benefit for PR practitioner to create the message that can be undserstood by public, also give positive image for organization. Keywords: Frame Analysis, Social Construction of Reality, Public Relations Research Abstrak Tulisan ini bermaksud memberikan gambaran tentang bagaimana melakukan penelitian menggunakan analisis framing terhadap teks pernyataan resmi organisasi. Model framing yang dipilih sebagai contoh adalah model Entman dan Pan & Kosicki. Metode analisis framing masih jarang digunakan dalam penelitian di bidang Public Relations (PR). Metode ini memang lebih umum digunakan dalam bidang jurnalistik, yakni menganalisis isi pemberitaan media. Kata kunci framing adalah konstruksi realitas sosial. Organisasi juga dapat melakukan konstruksi realitas melalui pernyataan resmi yang disampaikan. Secara akademis, manfaat pertama analisis framing dalam penelitian PR berguna untuk mengetahui bagaimana organisasi memposisikan diri dalam sebuah situasi tertentu. Manfaat kedua adalah untuk mengevaluasi apakah pesan yang disampaikan oleh organisasi sudah sesuai atau belum dengan agenda setting media dan/atau opini publik. Secara praktis, framing bermanfaat bagi PR organisasi untuk menyusun pesan yang dapat diterima oleh publik dan menghadirkan citra positif bagi organisasi.
Authors and Affiliations
Narayana Mahendra Prastya
Keywords
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- EP ID EP223982
- DOI 10.21831/informasi.v46i2.10565
- Views 136
- Downloads 0
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