Pemberdayaan Perempuan dalam Media Lokal: Kajian Framing pada Program Bingkai Sumatera DAAI TV Medan

Abstract

The objective of this research is to analyze how local media construct women empowerment in the economic aspect through the broadcast of the Bingkai Sumatera program on DAAI TV, Medan. This research uses a qualitative approach with framing model analytical of Robert Entman in order to find out how the elements such as definition of problems, cause, moral valuing, and solution which are framed in media narration. Besides framing theory, this research also uses the theory of social reality construction of peter L. Berger & Thomas Luckmann, the theory of mass communication, the theory of media feminism of Rakow & Wackwitz, and the concept of women empowerment and the existence of local media as theoretical basis. The data are obtained through the documentation broadcast and confirmation interviews with assistant producers and media experts. The result of the research suggest that women are presented as independent and inspirational figures who are economically successful, but the broadcast tends to put forward narration about success without presenting the process and the obstacles faced by women. The conclusion is that local media such as DAAI TV, Medan, through the Bingkai Sumatera program has the role in framing women’s image as the cultural and local traditional conservation based economic actors. However, the framed empowerment narration is still simple and centered on individual stories without presenting the process of struggle or social obstacles faced by women. Consequently, the broadcast tends to present empowerment as an inspiring success story, not as the whole description of dynamics faced by women in the process of empowerment.