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"Penelitian ini berangkat dengan tujuan untuk mengidentifikasi upayaupaya unit bisnis MQ dalam mempertahankan kegiatan bisnisnya pasca degradasi reputasi Aa Gym. Penelitian ini menggunakan pendekatan kualitatif dengan menggunakan konsep-konsep kapital Pierre Bourdieu untuk mengulas strategi eksistensi unit bisnis. Dalam konteks penelitian ini, aspek utama yang dinilai berkontribusi di dalam mendorong eksistensi unit bisnis MQ pasca degradasi reputasi Aa Gym adalah jenis aktivitas usaha mereka yang lekat dengan nilai-nilai dan konten spiritualitas. Selain itu, aspek bentuk organisasi bisnis bidang media mendorong pihak MQ untuk mempertahankan keberadaannya demi misi dakwah secara pribadi dari Aa Gym maupun kelompok dari pihak Pondok Pesantren Daarut Tauhiid. Hasil dari penelitian ini menunjukkan bahwa eksistensi unit bisnis MQ bidang media dakwah merupakan kontribusi nilai-nilai spiritual yang ditonjolkan dalam produk maupun yang ditanamkan kepada para santri karya MQ. Produkproduk yang sarat nilai spiritual menjadi produk yang menarik konsumen untuk tetap setia kepada unit bisnis MQ. Hal ini menjadi salah satu nilai lebih dari produk MQ dibanding dengan produk lain yang sejenis. Selain itu, nilai spiritualitas yang diusung juga nampak berbeda dengan produk lainnya, misalnya produk-produk yang dihasilkan harus berpatokan pada 5MU. Sedangkan, internalisasi misi dakwah sebagai konsekuensi nilai-nilai keagamaan yang berkembang dari Ponpes DT menjadi kekuatan santri karya untuk berkomitmen (ikatan sosial) dalam memperjuangkan keberlangsungan unit bisnis MQ bidang media.

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This study set out with the aim to identify the business unit's efforts in maintaining its business activities MQ after degradation Aa Gym's reputation. This study used a qualitative approach using concepts of Pierre Bourdieu's capital to review the existence of the business unit strategy. In the context of this study, which assessed key aspects contribute in encouraging the existence of a business unit of MQ after the degradation of Aa Gym's reputation is the type of their business activities are closely related to the content of spirituality values. In addition, aspects of form of business organization encourages the media to maintain its existence MQ mission after mission of Aa Gym as personally or Daarut Tauhiid as a group interest.

The results of this study indicate that the existence business MQ media dakwah is a contribution to the spiritual values highlighted in the product and the internalization in their the santri karya. Products that are full of spiritual values into products that attract consumers to remain loyal to MQ's business. This has become one of the more than MQ product compared with other similar products. In addition, the value of spirituality that carried also seem to differ from other products, such products should be produced based on the 5MU. Meanwhile, the mission of preaching as a consequence of internalization of religious values that evolved from Ponpes DT to force students to commit to the work (social bonds) in the fight for the sustainability of a business unit of MQ in media's field."

"Makalah ini membahas bagaimana media melakukan suatu framing untuk memberikan efek pemberitaan pada kehidupan seorang public figure. Penulis menggunakan teori media framing untuk mengetahui framing apa yang digunakan oleh suatu media dan efeknya terhadap pembentukan opini publik. Penulis menggunakan kasus poligami Aa Gym sebagai contoh kasus. Aa Gym merupakan seorang pendakwah yang dihormati karena tausyiahnya yang selalu mengedepankan ketulusan hati, keikhlasan, dan keharmonisan rumah tangga. Perilakunya yang sangat santun dan penyayang keluarga serta kegiatannya sebagai pebisnis bersyariat Islam yang sukses membuat dirinya semakin dicintai dan menjadi inspirasi para penggemarnya. Hal ini berubah ketika ia melakukan tindakan poligami yang mana hal tersebut sangat bertolak belakang dengan tausyiah dan perilakunya selama ini. Pemberitaan media dengan framing yang cenderung negatif pada kasus poligami Aa Gym membentuk suatu opini publik yang menurunkan citra sosok Aa Gym. Selain tercorengnya nama baik, Aa Gym sebagai seorang influencer menjadi menurun pengaruhnya di kalangan masyarakat Muslim.

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This paper discusses how the media and its news framing giving effect in the life of a public figure. The author uses media framing theory to investigate the frames used by the media and its effect on the the formation of public opinion. The authors uses the case of Aa Gym polygamy a case example. Aa Gym was an Islamic preacer who is well respected because of his style in giving preach that focuses on veracity,sincerity, and family harmony. His polite and loving behaviour as well as his activity as a successful Islamic businessman made him more lovable and became an inspiration for his followers. However, it was all changed after he became a polygamist that strongly contradicted his previous preaches and behaviour. Media, in this case, tend to frame the news negatively and resulted in the formation of negative public opinion toward Aa Gym as an Islamic preacher. Apart from this, his role as an influencer was also declining among Moslem community in the country."

"Berkaitan dengan pelaksanaan Pemilu 2004, RCTI menggunakan Aa Gym sebagai presenter talk show politik berjudul "Ada Aa Gym". Pemanfaatan Aa Gym dalam sebuah talk show politik memang bisa membawa dampak positif. Keberadaannya yang cukup dikenal oleh masyarakat dan bahasanya yang membumi bisa menjadi sarana efektif dalam pendidikan politik pada masa itu. Namun, apakah pemilihan Aa Gym dalam program tersebut murni sebagai sarana edukasi bagi masyarakat untuk pendidikan politik? Atau Aa Gym hanya dimanfaatkan untuk kepentingan industri agar program tersebut mampu meraih rating tinggi? Penelitian ini ditujukan untuk mengkaji hal tersebut. Dalam studi ini penulis menggunakan metode Critical Discourse Analysis (CDA) model Norman Fairclough. Analisis ini menekankan pada konsep Communicative Events dan Order of Discourse yang akan dijalankan dengan menghubungkan tiga dimensi yang ada dalam communicative events, yaitu: teks, praktek wacana (discourse practice), dan praktek sosiokultural (sociocultural practice). Unit observasi penelitian ini adalah 2 episode Program "Ada Aa Gym" yang dipergunakan sebagai sampel. Pada level teks, peneliti menggunakan metode framing model Gamson dan Modigliani. Hasil kajian dari metodologi tersebut kemudian dikaitkan dengan beberapa teori antara lain: Wacana dan ldeologi, Politik Ekonomi Media, Teori Isi Media, Fungsi Sosial Media, Realitas Media, serta Teori Media Massa dalam Komunikasi Politik. Hasil penelitian mengungkapkan bahwa pemanfaatan Aa Gym sebagai tokoh agama oleh industri media tidak hanya menguntungkan satu pihak karena Aa Gym sebagai seorang ulama juga memerlukan media untuk menyampaikan pesan-pesannya. Hal tersebut menunjukkan satu interaksi timbal balik antara seorang tokoh agama sebagai penuntun umat islam dalam menjalankan kehidupan sesuai dengan ajaran agama dan industri media yang memerlukan respon khalayak dalam jumlah besar untuk meraup keuntungan melalui pengiklan.

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In the time when Indonesia held a General Election on 2004, TV stations in this country were competing to produce talk show related to politics and campaign. RCTI was one of them. This national TV station was using a popular Islamic figure to become a host in a political talk show. He was known as Aa Gym and the show called "Ada Aa Gym". Indeed it may bring a positive impact to the audience. His existence was really known by the community. He really knew how to speak to the nation. And we know that Indonesia has the largest Moslem Community in the world. For that reason, he may become an effective means in political education for Indonesian. The question is, did Aa Gym were purely used to educate the community for political education? Or, did Aa Gym become a "product" of TV industry to gain ratings? This research aimed to study those questions. The observation unit of this research is the "Ada Aa Gym" show. Two episodes of the show were taken as sample. The study is using the Critical Discourse Analysis (CDA) method from Norman Fairclough. CDA stressed on the patterns of access to discourse (order of discourse) and Communicative Events. The Method articulates a three-dimensional framework for studying discourse where the aim is to map three separate forms of analysis onto one another: analysis of language texts, discourse practice, and sociocultural practice. To analyze the text, this research is using a methodology called framing by Gamson and Modigliani. These methodology were afterwards connected with several theories in part: Discourse and Ideology, The Political Economy of The Mass Media, Media Contents, Social Function of the Media, Mass Media and The Construction of Meanings, and Mass Media in Political Communication. This research found that the using of Islamic figure by the media has given advantage for both side. TV Industry needs a charismatic religious figure to gain ratings, while Aa Gym as a Moslem scholar need the media to distribute the message as taught in Islam. It shows a reciprocal interaction between a religious figure as Moslem's guide to live the social life in the way of Islam and the media industry that need public response in large quantities to scoop up the profit through the advertiser."

"Lanskap media sosial yang terus berkembang secara signifikan memengaruhi reputasi individu, berfungsi sebagai platform penting untuk membangun citra dan reputasi. Sebagai tanggapan, personal branding muncul sebagai upaya yang disengaja untuk menumbuhkan reputasi positif. Individu, termasuk selebriti Indonesia seperti Raffi Ahmad, memanfaatkan platform ini secara strategis. Melalui penggunaan media sosial yang konsisten, Raffi Ahmad dengan cermat mengembangkan personal branding sekaligus membentuk reputasinya. Penelitian ini mengkaji strategi personal branding yang dilakukan Raffi Ahmad untuk mengelola reputasinya di media sosial, khususnya di Instagram dan YouTube. Dengan menggunakan pendekatan kualitatif melalui metode tinjauan pustaka dan analisis konten, analisis ini mengungkap konsistensi Raffi Ahmad terhadap delapan prinsip personal branding yang dikemukakan Peter Montoya. Selain itu, Raffi menerapkan strategi manajemen reputasi yang menjadi landasan penerapan prinsip personal branding. Analisis ini menggarisbawahi pentingnya pengelolaan personal branding dan reputasi yang baik di media sosial, serta menunjukkan bagaimana upaya tersebut dapat membuka peluang unik bagi individu, seperti yang dicontohkan oleh pengalaman Raffi Ahmad

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The evolving landscape of social media significantly influences individuals' reputations, serving as a pivotal platform for image and reputation construction. In response, personal branding emerges as a deliberate endeavor to cultivate a positive reputation. Individuals, including Indonesian celebrities like Raffi Ahmad, leverage these platforms strategically. Through consistent use of social media, Raffi Ahmad meticulously developed his personal brand, concurrently shaping his reputation. This study scrutinizes the personal branding strategies employed by Raffi Ahmad to manage his reputation on social media, particularly on Instagram and YouTube. Employing a qualitative approach with literature review and content analysis methods, the analysis reveals Raffi Ahmad's adherence to the eight principles of personal branding proposed by Peter Montoya. Additionally, Raffi employs reputation management strategies, serving as a foundation for implementing personal branding principles. This analysis underscores the significance of adeptly managing personal branding and reputation on social media, showcasing how such efforts can unlock unique opportunities for individuals, exemplified by Raffi Ahmad's experiences. "

"RINGKASAN EKSEKUTIFAnalisis Situasi1. Kampus Update merupakan sebuah bisnis rintisan yang bergerak di bidang jasa promosi informasi bagi anak muda melalui media online.2. Kampus Update sulit menjalankan operasi bisnisnya karena tidak memiliki pendapatan finansial yang tetap setiap bulannya. Minimnya pendapatan finansial Kampus Update diindikasikan dengan minimnya jumlah kerjasama beriklan yang berhasil disepakati bersama antara Kampus Update dan kliennya. Hal ini disebabkan minimnya pengetahuan klien akan jasa yang ditawarkan Kampus Update dan pengelolaan hubungan dengan klien yang kurang maksimal.3. Kampus Update memerlukan sebuah program komunikasi yang dapat membangun reputasinya sehingga mampu membuat target khalayaknya mengetahui lini bisnis Kampus Update dan mau menjalin kerjasama dengan Kampus Update. Program komunikasi ini diwujudkan dalam bentuk Program Komunikasi Cyber PR.TujuanProgram komunikasi Cyber PR bertujuan membangun reputasi Kampus Update sehingga khalayak sasaran bersedia bekerjasama atau beriklan dengan Kampus Update, sehingga pada akhirnya Kampus Update dapat memperoleh pemasukan finansial yang tetap setiap bulannya.SasaranSasaran program komunikasi:1. Membangun pengetahuan mengenai lini bisnis Kampus Update kepada khalayak sasaran sebanyak 80% dalam setahun2. Membangun ketertarikan khalayak sasaran terhadap hal-hal seputar kerjasama yang dapat dilakukan antara pelanggan dan Kampus Update sebanyak 60% dalam setahun3. Membangun hasrat kerjasama para khalayak sasaran sebanyak 40% dalam setahun4. Membangun reputasi Kampus Update sebagai sebuah bisnis yang dapat memfasilitasi kebutuhan khalayak sasarannya.Sasaran bisnis:1. Meningkatkan pengetahuan mengenai lini bisnis Kampus Update kepada target khalayak sebanyak 80% dalam setahun2. Meningkatkan ketertarikan target khalayak terhadap hal-hal seputar kerjasama yang dapat dilakukan antara pelanggan dan Kampus Update sebanyak 60% dalam setahun3. Meningkatkan hasrat kerjasama para pelanggan sebanyak 40% dalam setahun4. Meningkatkan pembelian produk jasa Kampus Update olehpelanggan sebanyak 20% dalam setahun.Strategi1. Implementasi Search Engine Optimization (SEO) akun Kampus Update2. Optimalisasi Search Engine Marketing (SEM) akun Kampus Update3. E-Customer RelationsKhalayak Sasaran1. Perusahaan atau organisasi yang berpotensi menjadi klien baru Kampus Update2. Perusahaan atau organisasi yang pernah menjadi klien KampusPesan KunciKampus Update merupakan media online terbaik di Indonesia yang dapat memfasilitasi kebutuhan kliennya dalam mempromosikan kegiatan dan program yang berkaitan dengan anak muda.Taktik1. Taktik untuk strategi Implementasi SEO akun Kampus Updatea. Revitalisasi profil akun twitter, facebook fanpage, dan instagram Kampus Updateb. Revitalisasi konten About Us di situs Kampus Updatec. Pembuatan artikel online di situs Kampus Update dengan menggunakan indeks kata kuncid. Pembuatan blog Kampus Update2. Taktik untuk strategi Optimalisasi SEM akun Kampus Updatea. Kerjasama dengan akun media sosial twitter rekanan sebagai linking assistanceb. Kerjasama dengan blog rekanan sebagai linking assistance3. Taktik untuk e-Customer Relationsa. Menjalin komunikasi dengan klien yang sudah pernah bekerjasamab. Menjalin komunikasi dengan calon klien baruJadwalJanuari - Desember 2015AnggaranRp 2.000.000EvaluasiMetode evaluasi yang digunakan adalah metode input, output, dan outcome

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Situation Analysis

1. Kampus Update is a startup business that provides services in information and promotion for youth through online media.

2. Kampus Update had difficulties in doing their business services due to no fixed financial income per month. Lack of this financial income was indicated by lack of advertising cooperation between Kampus Update and the client. This was caused by the lack of awareness that the clients had regarding the services that Kampus Update provides and the lack of customer relationship management from Kampus Update team.

3. Kampus Update needs a communication program in order to build its reputation so it can build the awareness of their target publics about those services and finally cause them to be interested in cooperating in terms of advertisement. This program planning is in the form of Cyber PR communication program.

Goals

Cyber PR communication program’s goals is to build Kampus Update’s reputation so it bring clients will deal the advertising cooperation with Kampus Update, so finally it can make Kampus Update gain the fixed financial income per month.

Objectives

Communication Program Objectives:

1. Building the knowledge about Kampus Update’s business services to the target publics by 80% in a year.

2. Building the interest with the target publics in terms of cooperation that can be done between Kampus Update and the clients by 60% in a year.

3. Building target publics’ desire to do the cooperation by 40% in a year.

4. Building Kampus Update reputation as a business which can facilitate their target publics’ needs.

Business Objectives:

1. Raising the knowledge about Kampus Update’s business services to the target publics by 80% in a year.

2. Raising the interest with the target publics in terms of cooperation that can be done between Kampus Update and the clients by 60% in a year.

3. Raising clients’s desire to do the cooperation by 40% in a year.

4. Raising the number of the cooperation dealt with the clients by 20% in a year.

Strategies

1. Implementing Search Engine Optimization (SEO) by Kampus Update account.

2. Optimizing the use of Search Engine Marketing (SEM) by Kampus Update account.

3. E-Customer Relations

Target Publics

1. Companies or organizations which are potential in being Kampus Update’s next clients.

2. Companies or organizations that have been Kampus Update’s clients before

Key Message

Kampus Update as the best online media in Indonesia that can facilitate the clients in promoting the events and programs for young people.

Tactics

1. Tactics for implementing the use of SEO by Kampus Update account’s strategy

a. Revitalizing the profile of Kampus Update’s twitter account, facebook fan page, and instagram.

b. Revitalizing the content of About Us in Kampus Update’s website page.

c. Creating online articles in Kampus Update’s website page by using index.

d. Creating Kampus Update’s official blog.

2. Tactics for optimizing SEM by Kampus Update’s account’s strategy.

a. Partnering with similar twitter accounts as the linking assistance.

b. Partnering with similar blogs as the linking assistance.

3. Tactics for E-Customer Relations’ strategy

a. Communicating with the clients that have been partnering with them before.

b. Communicating with the new potential clients

Timeline

January - December 2015

Budgetting

Rp 2.000.000

Evaluation

The evaluation method used is the method of input, output, and outcome."

"MQ Corporation is one of phenomenal business institutions led by a prominent Muslim preacher KH Abdullah Gymnastiar, familiarly called Aa Gym. However, many have neglected the existence of MQ Corporation as an outstanding business institution and paid more attention on Aa Gym's religious preaching. There is no specific academic research on the phenomenon of MQ Corporation in sociological perspective.

This thesis, therefore, constitutes an attempt to highlight MQ Corporation into the analysis of symbolic capital, a theoretical framework developed by French sociologist, Pierre Bourdieu. Throughout this theory, the research assumes that development of MQ Corporation is high-correlated with symbolic capital, namely mass recognition. At first, this wide mass recognition obtained by Aa Gym as the central figure and it afterward affects on his business units.

Additionally, this research attempts to explore how that symbolic capital obtained, how it benefits the owner, and how it maintained. This research furthermore predicts the future of MQ Corporation in case the deflation of symbolic capital as regards the rise and fall of Aa Gym's popularity whose personal brand is much greater than MQ corporation's

corporate brand.

This research concludes that development of MQ Corporation is very much correlated with the symbolic capital of Aa Gym. Therefore, the development of MQ Corporation correlated highly with the maintenance of symbolic capital as well as the invention of qualified products as any other commercial activity.

This research finds that deterioration of Aa Gym's popularity would influence MC business units. Those units which depends much on the figure of Aa Gyim would be hard to develop whenever his popularity declines. While those which do not depend on his figure and able to invent their products well and innovatively would continue to exist."

"Studi literatur mengenai krisis komunikasi terus berkembang. Hal tersebut tidak hanya disebabkan oleh isu-isu di masyarakat, seperti pandemi atau bencana alam. Literatur mengenai krisis komunikasi juga berkembang karena kehadiran dan perkembangan media baru, salah satunya adalah media sosial. Sepanjang satu dekade terakhir, studi ilmiah yang menganalisis praktik terbaik atau implikasi praktik penggunaan media sosial dalam manajemen krisis komunikasi terus berkembang. Makalah ini melakukan kajian literatur terhadap lima belas jurnal pene litian internasional tentang penggunaan media sosial dalam manajemen krisis komunikasi. Hasilnya, ditemukan lima tema utama tentang peran media sosial dalam manajemen krisis komunikasi, yaitu media sosial berbasis teks lebih efektif dalam manajemen krisis komunikasi dibandingkan media sosial berbasis visual, media sosial efektif jika berperan sebagai sarana penyebaran informasi yang cepat dan akurat, media sosial dapat dimanfaatkan sebagai sarana untuk membangun dialog interaktif dengan pemangku kepentingan sosial dapat digunakan untuk melakukan monitoring , media atau pengawasan terhadap opini publik di masa krisis komunikasi, serta penggunaan media sosial harus tetap dilengkapi oleh penggunaan media tradisional dalam manajemen krisis komunikasi.

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Literature studies related to crisis communication continue to grow. The growth is not only caused by the issues within the society, such as pandemics or natural disasters, but als o caused by the presence and development of the new media, one of which is social media. Over the past decade, scientific studies analyzing best practices or practical implications on using social media as a part of communication crisis management have con tinued to evolve. This paper conducts a literature review of fifteen international research journals about the use of social media in crisis communication management. The result shows that there are five main themes regarding the topic, namely textmanagement than visualbased s ocial media is more effective in communication crisis based social media, social media is effective if it is used to disseminate information quickly and accurately, social media can be utilized as a means to build interactive dialogu e with stakeholders, social media can be used to monitor or supervise public opinion in times of communication crisis, and the use of social media must still be complemented by the use of traditional media in crisis communication management."