KONSTRUKSI MEDIA TERHADAP KEGIATAN CSRCORPORATE SOCIAL
RESPONSIBILITY(Analisis Framing pada Surat Kabar Republika edisi
MaretMei 2007)
Oleh: HESI NUR ROCHMAYANTI ( 03220308 )
communication science Dibuat: 20080208 , dengan 3 file(s).
Keywords:Analisis Framing, Kontruksi media, CSR
ABSTRAKSI
Maraknya kegiatan CSR atau tanggungjawab sosial perusahaan di negara– negara maju menuntut perusahaan agar lebih memperhatikan kondisi lingkungan sekitar. Di Indonesia, perusahaan–perusahaan mulai gencar melaksanakan dan mengkampanyekan CSR, meskipun perusahaan masih beragam dalam memahami CSR. Peristiwa tersebut menjadi sorotan media untuk ikut berperan dalam menginformasikan CSR dalam rangka mengatasi permasalahan bangsa. Antara lain kemiskinan, mutu pendidikan, bencana alam dan kerusakan lingkungan. Dalam penelitian ini memakai konsep untuk memahami realitas yang bisa mempengaruhi konstruksi. Antara lain pengertian CSR dipahami sebagai bentuk rasa kepedulian dan komitmen berkelanjutan kalangan bisnis untuk berperilku etis. Selain itu konsep humas juga menjadi salah satu peran yang harus dilibatkan untuk menjaga hubungan baik antara perusahaan dan
lingkungan perusahaan. Konsep lain yang dijelaskan adalah strategi media massa dalam mengkonstruksi realitas yaitu melalui simbol, melaksanakan strategi pengemasan teks.
Dijelaskan pula produksi berita bagaimana peristiwa dibingkai, kenapa peristiwa dipahami dalam kerangka tertentu atau bingkai tertentu.
pemilihan berita CSR, Republika lebih banyak memfokuskan pada perusahaanperusahaan yang peduli akan pendidikan, lingkungan, dan pengentasan kemiskinan. Serta realitas yang diberitakan oleh Republika bahwa dengan melakukan CSR secara benar dan sistematis, perusahaan secara tidak langsung sedang menanam investasi sosial, dimana hal ini bisa membawa keuntungan bagi perusahaan dalam jangka panjang.
ABSTRACT
The hoisterous of activity of social CSR or corporate social responsibility of company in state developed countries claim company in order to more pay attention to environmental condition about. In Indonesia, company start intensively execute and campaign CSR, though the company still be immeasurable in comprehending CSR. The Event become focus of media to follow the playing a part in to inform CSR in order to overcoming problems nation. For example poorness, quality of education, natural disaster environmental damage.
In this research hence conception to comprehend reality which can influence construction. For example congeniality of CSR comprehended by as form feel caring and komitmen of have continuation to of circle of business for ethical behavior. Others conception liaison also become one of role which must be entangled to take care of good relation between company and
company environment. Other;Dissimilar concept explained by strategy of media of mass in construction of reality that is through symbol, executing strategy of text packaging. Explained also produce news of how event framed, why event comprehended in certain framework or the certain frame.
This research use method qualitative hence is paradigm constructifis, where this paradigm become the part of assumption epistemologi which in it among researcher with reality checked linked by value assess subyektifitas. Method used to check activity CSR problems is with analysis framing, because by framing is researcher will be able to know in perpective used by journalist of when select and write news. His peripheral use framing Robert N. Entman, because parts of in it more emphasize at news writer opinion path, start from his cause till the impact generated and also bargain for way out problem. This research [is] focussed [at] news Republika March edition text May 2007 as much 12 news
After followers process analysis and interpretation, result got by that Republika of construction of event of activity of CSR form new reality to patterned thinking and action of somebody to follow to care and moved with news which is [in] informing. Keberpihakkan of Media in this case Republika is also seen at news of the CSR. Newspaper of Republika of a lot of lifting and writing down news hit problems which is knock over society and environmental about company. This matter make company have to descend hand follow to overcome and give solution of through programs of caring which tidy one of them is by the name of Corporate Social
Responsibility ( CSR). Republika also construction of company [doing/conducting] activity of social CSR responsibility or of company still partly minimize have conducted CSR real correctly, where most only consider to be demand and have the character of charity. Others Republika identify because still the lack of understood of company of about concept CSR, so that the company exploit activity of CSR as ajang of product promotion. In election of news CSR, Republika of more amount focussed at company which bother about education, environmental, and pengentasan poorness. And also the reality which is reported on by Republika that
