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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

ii

LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT

Saya yang bertanda tangan di bawah ini:


NIM : 13120210091



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


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


iv

HALAMAN PENGESAHAN TUGAS AKHIR

PERANCANGAN KAMPANYE SOSIAL

PENYADARAN LITERASI MEDIA SEBAGAI

PENCEGAH BERITA HOAX

Oleh


NIM : 13120210091



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.


v

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


vi

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.


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


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


ix

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


x

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


xi

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


xii

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


xiii

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


xiv

DAFTAR PUSTAKA ........................................................................................ 176


xv

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


xvi

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


xvii

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


xviii

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


xix

Gambar 4.32. Line Sticker ................................................................................... 165

Gambar 4.33. Merchandise ................................................................................. 166

Gambar 4.34. Gimmick ....................................................................................... 168


xx

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


xxi

DAFTAR BAGAN

Bagan 2.1. Bagan Ostergaard ................................................................................ 26

Bagan 3.1. SWOT Turn Back Hoax .................................................................... 129

Bagan 4.1. Bagan AISAS .................................................................................... 141


xxii

DAFTAR LAMPIRAN

LAMPIRAN A: KARTU KONSULTASI BIMBINGAN TA

LAMPIRAN B: SURAT PENGANTAR WAWANCARA

LAMPIRAN C: DESAIN


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