Media Convergence Strategy of Radio Republik Indonesia Yogyakarta in Reaching Generation Z
Keywords:
Media Convergence, Public Radio, Generation Z, Digital Media, RRI YogyakartaAbstract
The rapid development of digital technology has significantly transformed media consumption patterns, particularly among Generation Z, who increasingly access information through various digital platforms. This shift requires public broadcasting institutions to adapt in order to remain relevant and capable of reaching younger audiences. This study aims to analyze the media convergence strategy implemented by Radio Republik Indonesia Yogyakarta in reaching Generation Z. The research employs a qualitative approach using a case study method, with data collected through interviews and document analysis. The analytical framework of this study is based on the media convergence theory proposed by Henry Jenkins. The findings indicate that RRI Yogyakarta integrates traditional radio broadcasting with several digital platforms, including RRI Digital, YouTube, TikTok, and Instagram, in order to expand its reach among younger audiences and adapt to changing media consumption patterns. However, the implementation of this strategy still faces several challenges, particularly the dominance of social media algorithms in determining content distribution and visibility.
References
Bungin, B. M. (2008). Konstruksi sosial media massa: kekuatan pengaruh media massa, iklan televisi dan keputusan konsumen serta kritik terhadap Peter L. Berger & Thomas Luckmann. Kencana. https://books.google.co.id/books?id=-cVEMwEACAAJ
Evita, N., Prestianta, A. M., & Asmarantika, R. A. (2023). Patterns of media and social media use in generation z in Indonesia. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 7(1), 195–214. https://doi.org/10.25139/jsk.v7i1.5230
Fadlun. (2025). Strategi Media Televisi Dalam Mempertahankan Eksistensi Di Era Digital (Studi Kasus Tvri Sulawesi Tengah) Skripsi.
Firmansyah, D., & Purnamasari, O. (2025). Jurnalisme Era Konvergensi Menyatukan Televisi dan Media Sosial. PT Rekacipta Proxy Media. https://books.google.co.id/books?id=uY9rEQAAQBAJ
Habibah, A. F. (2021). Era Masyarakat Informasi sebagai Dampak Media Baru. Jurnal Teknologi Dan Sistem Informasi Bisnis, 3(2), 350–363. https://doi.org/https://doi.org/10.47233/jteksis.v3i2.255
Harfiah, Y. (2020). Peran Media Online Terhadap Kinerja Lembaga Penyiaran Publik di Era Konvergensi Media (Studi Kasus: LPP RRI Madiun). Jurnal Ilmu Manajemen, 07(2), 144–161. https://doi.org/https://doi.org/10.32503/revitalisasi.v7i2.796
Jenkins, H. (2006). Convergence Culture. In New York, NY: New York University Press, [2006]. https://doi.org/https://doi.org/10.18574/nyu/9780814743683.001.0001
Julhadi, J., Susilawati, D., Susilawati, D., Rosa, S., Rosa, S., Prasanti Adrian, P. A., Leila Mona Ganiem, L. M. G., & Sarah Fazilla, S. (2022). Metodologi Penelitian Pendidikan. Universitas Muhammadiyah Sumbar.
Kamaruddin Hasan, Asmaul Husna, Muchlis, Dwi Fitri, Z. (2023). Transformasi Komunikasi Massa Era Digital Antara Peluang Dan Tantangan. JPP (Jurnal Politik Dan Pemerintahan), 8(1), 41–55. https://doi.org/https://doi.org/10.29103/jpp.v8i1.12608
Kelleher, T. (2006). Public Relations Online: Lasting Concepts for Changing Media. SAGE Publications. https://books.google.co.id/books?id=mv0611kRY_YC
Lestari, M., Ritonga, S., Deni, I. F., Islam, U., & Sumatera, N. (2023). Strategi Komunikasi Pemasaran Radio Kiis Fm Dalam Padang Sidempuan. SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 2(3), 1063–1072. https://doi.org/https://doi.org/10.54443/sibatik.v2i3.722
Lister, M., Dovey, J., Giddings, S., Grant, I., & Kelly, K. (2008). New media: A critical introduction (2nd ed.). Routledge.
McQuail, D. (2011). Teori komunikasi massa (6th ed.). Salemba Humanika.
Monarshi, E. R., Jakarta, S. H., Ramadhan, S., Jakarta, S. H., Maulana, D. F., Jakarta, S. H., Romlah, S., & Jakarta, S. H. (2024). Relasi Kuasa dan Dinamika Isi Media: Studi Ekonomi Politik Media di Group MNC pada Pemberitaan Hak Angket di Inews TV. Jurnal Dakwah Dan Komunikasi, 9(2), 22–34. https://doi.org/https://doi.org/10.29240/jdk.v9i2.11430
Mukhammad Faizal Maghriza, Sunarto, N. H. (2024). STRATEGI KONVERGENSI MEDIA RRI SEMARANG DALAM MEMPERTAHANKAN EKSISTENSI RRI SEMARANG DI ERA DIGITAL. Interaksi Online, 12(2), 89–101. https://doi.org/https://doi.org/10.20961/interaksi-online.v12i2.43545
Nielsen. (2023). Laporan Hasil Survey Awareness & Konten RRI.
Pancawati, N. P., Y, Y. T. S., & Rahmat, L. A. (2018). Strategi Manajemen Radio Republik Indonesia (RRI) Mataram dalam Era Digital. Journal of Media and Communication Science, 1(3), 109–119. https://doi.org/https://doi.org/10.29303/jcommsci.v1i3.50
Rahmawati, D. F., & Santoso, H. (2025). Strategi Radio Megaswara dan Radio Republik Indonesia Bogor dalam Mempertahankan Eksistensi Melalui Konten Media Sosial di Era Digital Radio Megaswara and Radio Republik Indonesia Bogor’ s Strategy in Maintaining Existence Through Social Media Content in. Jurnal Pendidikan, Ilmu Sosial Dan Pengabdian Kepada Masyarakat, 5(2), 1140–1152. https://doi.org/https://doi.org/10.56832/edu.v5i2.1370
Saputra, A. (2019). Survei Penggunaan Media Sosial Di Kalangan Uses And Gratifications. Jurnal Baca: Jurnal Dokumentasi Dan Informasi, 9008(21). https://doi.org/10.14203/j.baca.v40i2.476
Sari, I. N., Lestari, L. P., Kusuma, D. W., Mafulah, S., Brata, D. P. N., Iffah, J. D. N., Widiatsih, A., Utomo, E. S., Maghfur, I., & Sofiyana, M. S. (2022). Metode penelitian kualitatif. Unisma Press.
Sugiyono, S. (2020). Metode Penelitian Kualitatif: Untuk Penelitian yang Bersifat Eksploratif, Interpretatif, Interaktif, dan Konstruktif. In CV Alfabeta. CV Alfabeta.
Tasya Fajriah, E. R. N. (2024). Pengaruh Teknologi Komunikasi Terhadap Interaksi Sosial di Era Digital. Jurnal Ilmu Komunikasi, 4(1), 149–158.
Yanty, D. L. (2025). Tantangan Dan Peluang Penyiaran Radio di Era Digitalisasi: Studi Kasus Pada RRI Purwokerto. Jurnal Komunikasi Dan Penyiaran Islam, 5(1), 38–45.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Jogjakarta Communication Conference (JCC)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
