KONSTRUKSI REALITAS ETNIK DALAM IKLAN BERBAHASA OGAN DI BATURAJA RADIO 103,1 FM

doi:10.54895/jm.v1i1.644

Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Baturaja
Dosen Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Baturaja
Dosen Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Baturaja

DOI: https://doi.org/10.54895/jm.v1i1.644

Keywords: Radio, Construction Reality, Ethnicity, Advertising, ogan

Abstract

In everyday life, people intentionally or unintentionally often watch, read, watch, and hear advertisements. Advertising is one program that is often aired in various broadcasts on the radio. So that intentionally or unintentionally when listening to broadcasts and information on the radio, the listener's ears cannot be separated from those whose names are advertisements.

In this research, the theory of construction of reality is a social process through actions and interactions in which individuals or groups of individuals create continuously a reality that is shared and subjectively experienced together subjectively. This research uses qualitative research methods, qualitative research methods are methods by collecting data which are done by observation and in-depth interviews.

The results of this study are the construction of ethnic reality in Ogan language advertisements in Baturaja Radio 103.1 FM. It has been well viewed from externalization, Baturaja Radio 103.1 FM introduces products that are packaged in local languages according to the needs of consumers made as attractive as possible to be enjoyed and hit at the hearts of radio listeners, Objectivation, Radio Baturaja 103.1 FM present Ogan language advertisements with the aim of promoting advertised products on target. Internalization, Radio can form the image of a product that is advertised in Ogan in the ears of the listener.