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PERANCANGAN KAMPANYE SOSIAL PENYADARAN
LITERASI MEDIA SEBAGAI PENCEGAH BERITA HOAX
Laporan Tugas Akhir
Ditulis sebagai syarat untuk memperoleh gelar Sarjana Desain (S.Ds.)
Nama : Amelia Ruby Hagieswari
NIM : 13120210091
Program Studi : Desain Komunikasi Visual
Fakultas : Seni & Desain
UNIVERSITAS MULTIMEDIA NUSANTARA
TANGERANG
2017
Perancangan Kampanye Sosial..., Amelia Ruby Hagieswari, FSD UMN, 2017
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LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT
Saya yang bertanda tangan di bawah ini:
Nama : Amelia Ruby Hagieswari
NIM : 13120210091
Program Studi : Desain Komunikasi Visual
Fakultas : Seni & Desain
Universitas Multimedia Nusantara
Judul Tugas Akhir:
PERANCANGAN KAMPANYE SOSIAL
PENYADARAN LITERASI MEDIA SEBAGAI PENCEGAH
BERITA HOAX
dengan ini menyatakan bahwa, laporan dan karya tugas akhir ini adalah asli dan
belum pernah diajukan untuk mendapatkan gelar sarjana, baik di Universitas
Multimedia Nusantara maupun di perguruan tinggi lainnya.
Karya tulis ini bukan saduran/terjemahan, murni gagasan, rumusan dan
pelaksanan penelitian/implementasi saya sendiri, tanpa bantuan pihak lain, kecuali
arahan pembimbing akademik dan narasumber.
Demikian surat Pernyataan Originalitas ini saya buat dengan sebenarnya,
apabila di kemudian hari terdapat penyimpangan serta ketidakbenaran dalam
Perancangan Kampanye Sosial..., Amelia Ruby Hagieswari, FSD UMN, 2017
iii
pernyataan ini, maka saya bersedia menerima sanksi akademik berupa pencabutan
gelar (S.Ds.) yang telah diperoleh, serta sanksi lainnya sesuai dengan norma yang
berlaku di Universitas Multimedia Nusantara.
Tangerang, 7 Juni 2017
Amelia Ruby Hagieswari
Perancangan Kampanye Sosial..., Amelia Ruby Hagieswari, FSD UMN, 2017
iv
HALAMAN PENGESAHAN TUGAS AKHIR
PERANCANGAN KAMPANYE SOSIAL
PENYADARAN LITERASI MEDIA SEBAGAI
PENCEGAH BERITA HOAX
Oleh
Nama : Amelia Ruby Hagieswari
NIM : 13120210091
Program Studi : Desain Komunikasi Visual
Fakultas : Seni & Desain
Tangerang, 6 Juli 2017
(NAMA DAN GELAR DOSEN
Ketua Program Studi
Yusup Sigit Martyastiadi, S.T., M.Inf.Tech.
Penguji
Chara Susanti, S.Ds., M.Ds.
Ketua Sidang
Darfi Rizkavirwan, S.Sn., M.Ds.
Pembimbing
Zamzami Almakki, S.Pd., M.Ds.
Perancangan Kampanye Sosial..., Amelia Ruby Hagieswari, FSD UMN, 2017
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KATA PENGANTAR
Puji dan syukur penulis panjatkan kepada hadirat Tuhan Yang Maha Esa
karena atas rahmat-Nya penulis diberikan kelancaran, petunjuk, berkat serta
dukungan yang tiada tara, sehingga penulis dapat menyelesaikan projek tugas
akhir ini yang dikerjakan selama satu semester.
Projek tugas akhir yang berjudul “Perancangan Kampanye Sosial
Penyadaran Literasi Media sebagai Pencegah Berita Hoax” ini disusun guna
memenuhi syarat kelulusan untuk meraih gelar Sarjana .Ds di Universitas
Multimedia Nusantara. Sebagaimana tertulis dalam isi pembukaan UUD 1945,
bahwa salah satu cita-cita Indonesia yakni mencerdaskan kehidupan bangsa,
Penulis mengangkat topik tersebut dikarenakan maraknya berita hoax yang tidak
mencerdaskan dan harus diperangi. Melalui proses laporan tugas akhir ini, Penulis
belajar banyak hal baru seputar isu hoax yang sangat menambah wawasan.
Penulis berharap kiranya laporan tugas akhir ini dapat membantu mahasiswa yang
ingin mengangkat topik seputar hoax di Indonesia.
Penulisan projek tugas akhir tentunya tak lepas dari bantuan, dorongan,
dan dukungan dari beberapa pihak, sehingga penulisan projek tugas akhir ini
dapat diselesaikan. Karena itu, dalam kesempatan kali ini, penulis ingin
mengucapkan terimakasih kepada:
1. Yusup Sigit Martyastiadi, S.T., M.Inf.Tech. selaku Ketua Program
Studi Desain Komunikasi Visual
2. Zamzami Almakki, S.Pd., M.Ds. selaku Dosen Pembimbing
Perancangan Kampanye Sosial..., Amelia Ruby Hagieswari, FSD UMN, 2017
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3. Darfi Rizkavirwan, S.Sn, M.Ds. selaku Ketua Sidang dalam proses
pelaksanaan sidang tugas akhir
4. Chara Susanti, S.Ds., M.Ds. selaku Dosen Penguji dalam pelaksanaan
sidang tugas akhir
5. Septiaji Eko Nugroho, selaku Ketua Masyarakat Anti Fitnah Indonesia
dan Turn Back Hoax
6. Eva Pastora selaku kriminolog UI, yang membantu Penulis dalam
memahami sangkut paut hoax dengan ilmu kriminologi
7. Alfatihah Reno, selaku Hoax Buster dan staff Badan Pusan Statistik
yang membantu dokumen statistik dan pengalaman sebagai hoax
buster
8. Helmy Yurashdia, selaku sub divisi tindakan pelanggaran informasi
Kementrian Komunikasi dan Informatika yang membantu penulis
dalam memahami kasus hoax di Indonesia dan peran KOMINFO
dalam memeranginya
9. Riza Dharma Putra, M.Ikom. selaku dosen ilmu komunikasi
Universitas Pancasila yang membantu penulis dalam memahami
literasi media
10. Junaedi, selaku bagian Hubungan Masyarakat POLRI yang
memberikan informasi mengenai peran POLRI, penyebab dan motif
pelaku penyebaran hoax
11. Kedua Orang Tua yang selalu mendukung, memberikan doa dan
memberikan bantuan baik materil maupun immateril selama
pengerjaan tugas akhir
12. Bowen Sutanto dan keluarga, Gabriella Lotus Buntaro, Ananda Rafika
Dilla, Ryan Rizky Oktavianto, Ryan Stevan, Michael Budiharjo,
Alyssa Mutiara, Vendy Wibowo, Septatiana, Masterpiece, Clarissa
Aradhia Sigit, Vania Ake, Adelia Swastika, Jessica, Yohanes Andika
Fajar, dan Nathan Octavio Brahmantyo, yang tak hentinya mendukung
penulis selama pengerjaan tugas akhir.
Perancangan Kampanye Sosial..., Amelia Ruby Hagieswari, FSD UMN, 2017
vii
Tak ada gading yang tak retak, begitupula penulis menyadari bahwa laporan tugas
akhir ini masih jauh dari sempurna. Akhir kata, penulis berharap semoga laporan
ini dapat memberikan manfaat bagi siapa saja yang membacanya dan semoga
semua pihak mendapat berkah atas segala kebaikan yang diberikan kepada penulis
dalam menyelesaikan laporan tugas akhir ini.
Tangerang, 7 Juni 2017
Amelia Ruby Hagieswari
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viii
ABSTRAKSI
Perkembangan teknologi telah membuat informasi dapat diperoleh dimana saja, kapan saja dan oleh siapa saja. Tak heran, hal ini menjadi peluang bagi pembuat informasi yang tidak bertanggung jawab dengan menyebar berita bohong atau hoax baik untuk kepentingan ekonomi maupun personal. Masalah hoax di Indonesia tatkala sudah pada tahap mengkhawatirkan dan menimbulkan akibat serius mulai dari kerugian personal, kericuhan hingga kematian. Sebagai pengguna media sosial terbesar, dewasa muda diharapkan berperan sentral dalam memerangi hoax. Namun pada kenyataannya, banyak diantaranya belum dapat membedakan hoax dan fakta sehingga terlalu terburu-buru dalam menanggapi sebuah berita heboh. Hal ini mengakibatkan penyebarannya hoax yang seharusnya ditekan justru marak tersebar. Melalui laporan tugas akhir ini, Penulis menyusun kampanye sosial yang bertujuan mengedukasi audiens agar mampu mendeteksi hoax serta bersikap proaktif dalam melaporkannya agar penyebaran hoax dapat ditekan.
Kata kunci: Hoax, Dewasa Muda, Deteksi
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ABSTRACT
Technological developments have made information accessible anywhere, anytime and by anyone. Not surprisingly, this becomes an opportunity for information makers who are not responsible for spreading fake/hoax news for both economic and personal interests. The problem of hoax in Indonesia when it is in the stage of worrying and cause serious consequences ranging from personal loss, riot to death. As the largest social media user, young adults are expected to play a central role in combating hoaxes. But in fact, many of them have not been able to distinguish hoaxes and facts so that they are too hasty in responding to a great news. This resulted in the spread of hoax which should be suppressed spread widespread. Through this final report, the authors develop a social campaign that aims to educate the audience to be able to detect hoax and be proactive in reporting it so that the deployment of hoax can be suppressed. Keywords: Hoax, Young Adult, Detect
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DAFTAR ISI
LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT .................... II
HALAMAN PENGESAHAN TUGAS AKHIR ................................................ IV
KATA PENGANTAR .......................................................................................... V
ABSTRACT .......................................................................................................... IX
DAFTAR ISI ......................................................................................................... X
DAFTAR GAMBAR ........................................................................................ XIV
DAFTAR TABEL ............................................................................................... XX
DAFTAR BAGAN ............................................................................................ XXI
DAFTAR LAMPIRAN .................................................................................. XXII
BAB I PENDAHULUAN ...................................................................................... 1
Latar Belakang .......................................................................................... 11.1.
Rumusan Masalah ..................................................................................... 31.2.
Batasan Masalah ....................................................................................... 31.3.
Tujuan Tugas Akhir .................................................................................. 51.4.
Manfaat Tugas Akhir ................................................................................ 51.5.
BAB II TINJAUAN PUSTAKA ........................................................................... 6
2.1 Hoax ............................................................................................................ 6
2.1.1. Definisi Hoax .................................................................................... 6
2.1.2. Sejarah Hoax ..................................................................................... 6
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2.1.3. Tingkatan Deteksi Hoax .................................................................... 8
2.1.4. Ciri-Ciri Hoax ................................................................................. 11
2.2. Literasi Media ........................................................................................... 11
2.2.1. Definisi Literasi Media ................................................................... 12
2.2.2. Analisis Media ................................................................................ 12
2.3. Media Sosial .............................................................................................. 14
2.3.1. Jenis Media Sosial ........................................................................... 16
2.3.2. Pengguna Media Sosial ................................................................... 17
2.3.3. Strategi Kampanye Media Sosial .................................................... 20
2.4. Kampanye ................................................................................................. 23
2.4.1. Jenis Kampanye .............................................................................. 24
2.4.2. Model Kampanye ............................................................................ 25
2.4.3. Teknik Kampanye ........................................................................... 26
2.4.3. Strategi Kampanye .......................................................................... 28
2.4.4. Strategi Persuasi .............................................................................. 29
2.4.5. Pesan Kampanye ............................................................................. 31
2.4.6. Target Kampanye ............................................................................ 31
2.4.6. Ekonomi Target Kampanye ............................................................ 33
2.4.7. Media Kampanye ............................................................................ 33
2.5 Desain Grafis ............................................................................................. 35
2.5.1. Tipografi .......................................................................................... 36
2.5.2. Layout .............................................................................................. 38
2.5.2.1. Grid ..................................................................................... 38
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2.5.3. Warna .............................................................................................. 40
2.5.4.Ilustrasi ............................................................................................ 46
2.5.4.2. Flat Vector ............................................................................. 47
2.5.5. Logo ................................................................................................ 47
2.5.6. Copywriting ..................................................................................... 49
BAB III METODOLOGI .................................................................................. 51
3.1. Metodologi Pengumpulan Data ............................................................. 51
3.1.1. Metode Observasi ............................................................................ 51
3.1.2.Metode Wawancara ......................................................................... 57
3.1.3.Focus Group Discussion ................................................................. 66
3.1.4. Dokumentasi ................................................................................. 117
3.1.4. Studi Existing ................................................................................ 126
3.2. Metodologi Perancangan ....................................................................... 130
3.2.1. Profil Penyelenggaran Kampanye ................................................. 131
BAB IV PERANCANGAN DAN ANALISIS ................................................. 133
4.1. Perancangan ........................................................................................... 133
4.1.1. Tujuan Perancangan ...................................................................... 133
4.1.2. Jenis Kampanye ............................................................................ 134
4.1.3. Teknik Kampanye ......................................................................... 134
4.1.4. Model Kampanye .......................................................................... 135
4.1.5. Pesan Kampanye ........................................................................... 136
4.1.6. Strategi Komunikasi ...................................................................... 136
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4.1.7. Strategi Visual ............................................................................... 137
4.1.8. Strategi Media ............................................................................... 138
4.1.9. Media Kampanye .......................................................................... 139
4.1.10. Tahapan Kampanye ..................................................................... 140
4.1.11. Mind Mapping dan Brainstorming .............................................. 142
4.1.12. Nama Kampanye ......................................................................... 143
4.1.13. Visualisasi Masalah ..................................................................... 144
4.1.14. Visualisasi Target ........................................................................ 145
4.1.15. Ide Visual .................................................................................... 146
4.1.16. Logo ............................................................................................ 148
4.1.17. Slogan .......................................................................................... 150
4.1.18. Gaya dan Warna Visual .............................................................. 151
4.1.19. Media Utama ............................................................................... 156
4.1.20. Media Pendukung ........................................................................ 160
4.2. Analisis ................................................................................................... 168
4.2.1. Analisis Komunikasi .................................................................... 168
4.2.2. Analisis Visual .............................................................................. 169
4.2.3. Analisis Media .............................................................................. 170
4.3. Timeline ................................................................................................... 171
4.4. Budgeting ................................................................................................. 172
BAB V ................................................................................................................. 174
5.1. Kesimpulan ............................................................................................ 174
5.2. Saran Penelitian ..................................................................................... 175
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DAFTAR PUSTAKA ........................................................................................ 176
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DAFTAR GAMBAR
Gambar 2.1 The Venus of the Turnip Patch ............................................................ 8
Gambar 2.2. Kategori Merah Hoax ......................................................................... 9
Gambar 2.3. Kategori Kuning Hoax ....................................................................... 9
Gambar 2.4. Kategori Hijau Hoax ........................................................................ 10
Gambar 2.5. Kategori Merah Kuning Hoax .......................................................... 10
Gambar 2.6. Huruf Klasik ..................................................................................... 36
Gambar 2.7. Huruf Sans Serif ............................................................................... 37
Gambar 2.8. Gambar Huruf Dekoratif .................................................................. 37
Gambar 2.9. Single Column Grid .......................................................................... 38
Gambar 2.10. Two Column Grid ........................................................................... 39
Gambar 2.11. Four Column Grid .......................................................................... 39
Gambar 2.12. Modular grid .................................................................................. 40
Gambar 2.13. Complementary .............................................................................. 41
Gambar 2.14. Split Complementary ...................................................................... 41
Gambar 2.15. Double Complementary .................................................................. 42
Gambar 2.16. Analogous ....................................................................................... 42
Gambar 2.17. Triadic ............................................................................................ 43
Gambar 2.10. Monochromatic .............................................................................. 43
Gambar 2.18. Logotype ......................................................................................... 48
Gambar 2.19. Initials ............................................................................................. 48
Gambar 2.20. Pictorial Visual .............................................................................. 48
Gambar 2.21. Abstract Visual ............................................................................... 49
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Gambar 2.22. Combination ................................................................................... 49
Gambar 3.1. Observasi di SMA Kolese Gonzaga ................................................. 52
Gambar 3.2. Pembicara Seminar ........................................................................... 54
Gambar 3.3. Observasi di Universitas Pancasila .................................................. 55
Gambar 3.4. Wawancara Septiaji .......................................................................... 58
Gambar 3.5. Wawancara Kriminolog ................................................................... 59
Gambar 3.6. Wawancara Hoax Buster .................................................................. 61
Gambar 3.7. Wawancara dengan berbagai sumber, Pak Helmy (baju putih) ....... 62
Gambar 3.8. Wawancara dengan Pak Riza ........................................................... 63
Gambar 3.8. Wawancara dengan POLRI .............................................................. 65
Gambar 3.9. Pertanyaan FGD ............................................................................... 66
Gambar 3.10. FGD nomor 1 dan 2 ........................................................................ 67
Gambar 3.11. FGD nomor 3 dan 4 ........................................................................ 68
Gambar 3.12. FGD nomor 5,6, dan 7 .................................................................... 69
Gambar 3.13. FGD nomor 5,6, dan 7 .................................................................... 70
Gambar 3.14. FGD SMP Regina Pacis Bogor ...................................................... 71
Gambar 3.15. FGD SMA Kolese Gonzaga Jakarta ............................................... 78
Gambar 3.16. Politeknik Kent Prasetya Mandiri .................................................. 84
Gambar 3.17. FGD Politeknik Kent Prasetya Mandiri ......................................... 85
Gambar 3.18. Universitas Pancasila ...................................................................... 92
Gambar 3.19. FGD Universitas Pancasila ............................................................. 93
Gambar 3.20. Universitas Multimedia Nusantara ................................................. 99
Gambar 3.21. FGD Universitas Multimedia Nusantara ...................................... 100
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Gambar 3.22. FGD Usia 25-34 tahun ................................................................. 106
Gambar 3.23. FGD Usia 45-54 tahun ................................................................. 112
Gambar 3.24. Membedakan Hoax ...................................................................... 118
Gambar 3.25. Jenis Hoax .................................................................................... 119
Gambar 3.26. Dampak Hoax ............................................................................... 119
Gambar 3.27. Pekerjaan Pengguna Internet ........................................................ 120
Gambar 3.28. Alasan Pengguna .......................................................................... 120
Gambar 3.29. Jenis Konten Internet .................................................................... 121
Gambar 3.30. Social Media Platform ................................................................. 121
Gambar 3.31. Pengguna Facebook ..................................................................... 122
Gambar 3.32. Dokumentasi Mata Najwa ............................................................ 123
Gambar 3.33. Information Bubbles ..................................................................... 126
Gambar 3.34. Dokumentasi Narasi Kontra Hoax ............................................... 127
Gambar 3.35. Dokumentasi Desain Turn Back Hoax ......................................... 128
Gambar 3.36. Struktur Kepengurusan MAFINDO ............................................. 132
Gambar 4.1. Mind Mapping Hoax ...................................................................... 142
Gambar 4.2. Mind Mapping Literasi Media ........................................................ 142
Gambar 4.3. Pahlawan Kebenaran Hari Ini ........................................................ 143
Gambar 4.4. Nama Kampanye ............................................................................ 144
Gambar 4.5. Visualisasi Masalah ........................................................................ 145
Gambar 4.6. Visualisasi Target ........................................................................... 145
Gambar 4.7. Referensi Visual ............................................................................. 146
Gambar 4.8. Split Complementary ...................................................................... 147
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Gambar 4.9. Dull color ....................................................................................... 147
Gambar 4.10. Sketsa Logo .................................................................................. 148
Gambar 4.11. Logo Digital ................................................................................. 148
Gambar 4.12. Logo ............................................................................................. 149
Gambar 4.13. 4C ................................................................................................. 149
Gambar 4.14. Warna Logo .................................................................................. 150
Gambar 4.15. Slogan ........................................................................................... 150
Gambar 4.16. Warna kampanye .......................................................................... 151
Gambar 4.17. Referensi Karakter ........................................................................ 154
Gambar 4.18. Sketsa Karakter Handphone ......................................................... 154
Gambar 4.19. Visualisasi Karakter ..................................................................... 155
Gambar 4.20. Mobile App ................................................................................... 156
Gambar 4.21. Alur Mobile App ........................................................................... 157
Gambar 4.22. Motion Graphic ............................................................................ 158
Gambar 4.23. Social Media Activation ............................................................... 159
Gambar 4.24. Poster ............................................................................................ 160
Gambar 4.25. Penempatan Poster ....................................................................... 161
Gambar 4.26. Teaser ........................................................................................... 161
Gambar 4.27. Flyer ............................................................................................. 162
Gambar 4.28. X Banner ....................................................................................... 163
Gambar 4.29. Iklan Pop Up ................................................................................ 163
Gambar 4.30. Sticker ambience .......................................................................... 164
Gambar 4.31. Penempatan sticker ambience ...................................................... 164
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Gambar 4.32. Line Sticker ................................................................................... 165
Gambar 4.33. Merchandise ................................................................................. 166
Gambar 4.34. Gimmick ....................................................................................... 168
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DAFTAR TABEL
Tabel 2.1. Millennial Childhood Location in History ........................................... 19
Tabel 2.2. Strategic Approach to Using Twitter ................................................... 21
Tabel 2.3. Identity and the Life Cycle ................................................................... 32
Tabel 4.1. Strategi Komunikasi ........................................................................... 137
Tabel 4.2. Strategi Visual .................................................................................... 138
Tabel 4.3. Strategi Media .................................................................................... 139
Tabel 4.4. Media ................................................................................................. 140
Tabel 4.5. Strategi AISAS ................................................................................... 140
Tabel 4.6. Tabel Referensi .................................................................................. 153
Tabel 4.7. Tabel Profil Karakter ......................................................................... 156
Tabel 4.8. Timeline .............................................................................................. 172
Tabel 4.9. Budgeting ........................................................................................... 173
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DAFTAR BAGAN
Bagan 2.1. Bagan Ostergaard ................................................................................ 26
Bagan 3.1. SWOT Turn Back Hoax .................................................................... 129
Bagan 4.1. Bagan AISAS .................................................................................... 141
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DAFTAR LAMPIRAN
LAMPIRAN A: KARTU KONSULTASI BIMBINGAN TA
LAMPIRAN B: SURAT PENGANTAR WAWANCARA
LAMPIRAN C: DESAIN
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