FARIHAH, SAIFATUL (2025) PENGELOLAAN KONTEN FUN FACT BANTEN DI YOUTUBE DALAM MEMPERKENALKAN KEBUDAYAAN SEBAGAI POTENSI PARIWISATA BANTEN. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The development of social media has encouraged the government to be more active in conveying information through light, high-quality, engaging content that suits the characteristics of today's audiences, such as Gen Z. However, government content is often considered too formal and rigid due to regulatory constraints, particularly in conveying cultural information that tends to be less appealing to the younger generation. This study aims to describe how the Banten Provincial Government manages content to introduce local culture through the Fun Fact Banten content on YouTube @pemerintahprovinsibanten, which has the potential to support regional tourism development. This study uses a qualitative descriptive approach with Chris Heuer's 4C theory (Context, Communication, Collaboration, Connection). Data were obtained through in-depth interviews, observation, and documentation. The results show that content management is carried out in a structured manner and receives a positive response from the audience. At the Context stage, content is packaged in the form of interesting facts about local culture, delivered in a cheerful style and easy-to-understand language, and adapted to the characteristics of the audience and platform. At the Communication stage, attractive visual presentations and active interaction with the audience through the comments column are used. At the Collaboration stage, expert sources in the fields of history and culture are involved. Finally, at the Connection stage, closeness with the audience is maintained through consistent publication, cross-platform promotion, and regular evaluation.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Perkembangan media sosial mendorong pemerintah untuk lebih aktif dalam menyampaikan informasi melalui konten yang ringan, berkualitas, menarik, dan sesuai dengan karakteristik audiens masa kini seperti Gen Z. Namun, konten pemerintah sering kali dianggap terlalu formal dan kaku karena terikat regulasi, terutama dalam penyampaian informasi kebudayaan yang cenderung kurang diminati generasi muda. Penelitian ini bertujuan untuk menggambarkan bagaimana pengelolaan konten yang dilakukan oleh Pemerintah Provinsi Banten dalam mengenalkan kebudayaan lokal melalui konten Fun Fact Banten di YouTube @pemerintahprovinsibanten, yang berpotensi mendukung pengembangan pariwisata daerah. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan teori 4C dari Chris Heuer (Context, Communication, Collaboration, Connection). Data diperoleh melalui wawancara mendalam, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa pengelolaan konten dilakukan secara terstruktur dan mendapat tanggapan positif dari audiens. Pada tahap Context, konten dikemas dalam bentuk fakta menarik mengenai budaya lokal, disampaikan dengan gaya ceria dan bahasa yang mudah dipahami, serta disesuaikan dengan karakteristik audiens dan platform. Pada tahap Communication digunakan penyajian visual yang menarik serta interaksi aktif dengan audiens melalui kolom komentar. Pada tahap Collaboration, melibatkan narasumber ahli di bidang sejarah dan budaya. Terakhir tahap Connection, kedekatan dengan audiens dijaga melalui konsistensi publikasi, promosi lintas platform, dan evaluasi rutin. | ||||||
| Uncontrolled Keywords: | Content Management, YouTube, Government, Fun Fact Banten, 4C Theory Pengelolaan Konten, YouTube, Pemerintah, Fun Fact Banten, Teori 4C | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik |
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| Depositing User: | Mrs Saifatul Farihah | ||||||
| Date Deposited: | 22 Aug 2025 07:42 | ||||||
| Last Modified: | 22 Aug 2025 07:42 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/52408 |
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