Strategi Komunikasi Komunitas Indonesia Melek Media (Immedia) dalam Meningkatkan Literasi Media di Kota Medan

Abstract

This research is entitled “Communication Strategy of Indonesia Melek Media community (IMMEDIA) in enhancing media literacy in Medan City. The purpose of this research is to find out communication strategy of Indonesia Melek Media community in media literacy activity to the society. The theory applied in this research is the communication strategy theory. The method applied in this research is qualitative method. The data in this research is obtained through deep interview, documentation, and observation. In this research there are three informants as source of information and observation in Media Literacy socialization activities in Madrasah Diniyah Takwaliyah Awaliyah Nurul Huda in the sub-district Bangun Purba. Data validity is obtained by using triangulation technique. The result of the research shows that Indonesia Melek Media community applies communication strategy in face-to-face activity as well as in distributing the information through the social media. There are four components of communication strategy applied by the Indonesia Melek Media community namely, knowing the communication target, the selection of communication media, examination of purpose of communication message, and the role of the communicator in communication.