Hegemoni Iklam Pop-Up di Laman Berita detik.com dalam Kajian Analisis Wacana Kritis

Abstract

The title of this research is “Hegemony of Pop-Up Advertisement in detik.com Website in the Critical Discourse Analysis.” The objective of the research is to analyze the hegemony of pop-up advertisement in detik.com news website. Pop-up advertisement becomes one of the main instruments in the online media such as detik.com for optimizing income although its appearance often disturbs readers’ comfort. This condition reflects the imbalance of power relation between the media of economic interest and public interest. Here, the researcher uses the theory of Gramsci Hegemony with critical discourse analysis method of Norman Fairclough through qualitative approach. The data are gathered by conducting interviews and observation. The research analyzes description of pop-up advertisement, interpretation of media readers and workers, and socio-economic explanation of detik.com online media. The result of the analysis suggests there is the hegemony of digital capitalism, media not only expresses information but also plays its role as a market actor that nominating readers’ attention. The hegemony of pop-up advertisement in detik.com news website is indicated by readers’ perception on advertisement as the form of systemic interruption which disturbs the smooth flow of activity in reading news. This research indicates the editorial existence of worry about the potency of editorial bias caused by advertisement domination which has the risk of decreasing trust in the neutrality and integrity of media. The result of the research suggests that when a reader is on the capitalism logic, he will tolerate pop-up advertisement as something which is sensible although in reality it will harm the reader. This research also indicates that media recognizes advertisement can become one of the sources of income which cannot be separated from the life of the editorial office. This research can also provide understanding about the condition of online media today and becomes the reference for stakeholders in formulating the policy of balanced advertisement between commercial interest and reader’s comfort.