UNS — Wedangan Ikatan Keluarga Alumni (IKA) Universitas Sebelas Maret (UNS) Surakarta was held to discuss the “Role of Media in Shaping Public Opinion” on its 92nd series. Several speakers with media and communication expertise were invited to the online discussion through the Zoom Cloud Meeting and UNS YouTube channel on Wednesday (12/1/2022).
The online discussion was opened by the Rector of UNS, Prof. Dr. Jamal Wiwoho, S.H., M.Hum., who discussed the power of information technology and globalization parameters in his opening remark. According to the Rector, mass media holds a vital role in daily life.
“There are no people who do not have control over the media. Either in daily life, for example, we are inseparable from the phone. When it is gone, we are like a person who loses in the mid of the forest, do not know the direction,” Prof. Jamal stated.
The first speaker in this online discussion was the Director General (Dirjen) of Information and Public Communication of the Ministry of Communication and Informatics (Kemenkominfo), Dr. Usman Kansong, S.Sos., M.Si. In his material, Dr. Usman Kansong explained that trust on media is the core of public opinion. Based on the Edelman Trust Barometer data, Dr. Usman stated that Indonesians trust towards the media increases by three points to 72% in 2021, providing a solid basis for media in creating public opinion. He also reminded the media’s function in shaping public opinion according to the Press Law, the information function, education function, entertainment function, control function, and economic institution function.
Media Strategy in Shaping Public Opinion
Dr. Usman also explained the media strategies in shaping public opinion. According to him, there are five strategies that can be implemented in shaping public opinion. First, to connect the issues to the public’s needs. The media needs to find public meaning in reporting an issue. The second strategy is the use of trends and jargons to attract the public’s interests. The third is to ride the wave and pay attention to what is developing in the community regarding the social, political, economic, and other issues.
“If media agenda needs to capture public’s attention, the agenda should follow what is developing in public,” he added. The fourth strategy, according to Dr. Usman, is selecting the appropriate topic, and the last strategy is adding surveys and research finding to support the narration.
Challenges for the Media
Elderman Trust Barometer 2021 data showed that only one of four Indonesians applied good information processing, with 60% of respondents sharing whatever information they regarded as interesting and only 32% having good information hygiene. According to Dr. Usman, social media also poses different challenges considering its algorithm power in shaping people’s opinions. He argued that regulation is needed to manage this algorithm to shape positive opinions.
“That’s why the Press Board supported by media association and monitored by Kominfo is preparing a Publisher Right. We require global platforms, such as Facebook, Google, and others to report when they change their algorithm,” he stated.
The following materials were delivered by the President Director of Lampung Post and Media Group Editorial Board, Abdul Kohar, S.Sos., Jawa Pos TV Chief Editor and Director 2015-2020 Irwan Setyawan, S.Sos., M.Ikom., Central Java TVRI Chairman Drs. Sifak, M.Si., Director of Business and Content Solopos Media Group Suwarmin, S.Sos., M.M., and the Head of Master Program in Communication Science Faculty of Social and Political Sciences (FISIP) UNS Dr. Andre N. Rahmanto, S.Sos., M.Si. Humas UNS
Reporter: Rangga Pangestu Adji
Editor: Dwi Hastuti