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Abstrak :
Tujuan penelitian ini adalah untuk mengetahui bagaimana praktisi PR membangun dan memelihara hubungan dengan wartawan, dan korelasinya dengan praktik media bribery dan independensi media. Penelitian ini menggunakan pendekatan kualitatif, dan metode etnografi. Informan penelitian terdiri dari sekitar 140 wartawan, ahli media, pimpinan asosiasi wartawan dan Dewan Pers, dan praktisi PR. Hasil temuan penelitian yang menggunakan relationship management theory RMT dan teori-teori terkait menunjukkan: 1. Hubungan sumber berita dengan wartawan bersifat transaksional; 2. Praktik media bribery merupakan efek samping dari hubungan transaksional. Tindakan praktisi PR memberikan favours media bribery untuk mendapatkan berita mendapat tempat dengan adanya budaya menerabas yang bertemu dengan tradisi saling memberi sebagai bentuk keramahtamahan sosial, rasa kasihan yang tinggi, dan persoalan ekonomi pada sisi wartawan; 3. Mayoritas wartawan memahami profesi kewartawanan dan kode etik profesi, tetapi memilih bersikap pragmatis karena pertimbangan ekonomi; 4. Praktik media relations dipengaruhi oleh corporate culture dan tone gaya komunikasi manajemen.Kata kunci: media bribery, media relations, independensi media, corporate culture.

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This research was conducted to investigate how PR practitioners built relations with journalists, and its correlation with media bribery, and media independence. This study used qualitative method, and ethnographic method. In order obtain the required data and information, the researcher interviewed and conducted a survey on around 140 journalists, media experts, executives of journalists lsquo associations and the Press Council, and PR practitioners. The findings of the study which used relationship management theory RMT and related theories showed 1. Relations of PR practitioners and journalists was transactional 2. The practice media bribery was a side effect of transactional relationship between agents. The practice of media bribery grew stronger in a fertile land of culture of Indonesians to take shortcuts to achieve their goals, which meets with the tradition of social exchange as a form of social hospitality, high compassion, and economic issues of journalists 3. Majority of journalists were aware of the noble journalistic profession and code of ethics, but chose to be pragmatic because of economic considerations 4. The practice of PR was influenced by corporate culture and tone of communication of management.

Abstrak :
Penelitian ini mengangkat topik tentang independensi jurnalis dan konstruksi jurnalisme profesional dalam konteks pers industrial di Indonesia pasca-Orde Baru. Keterkaitan antara ketiganya dibingkai melalui fenomena politisasi media pada momen Pemilu 2014 melalui studi kasus Media Indonesia dan Koran Sindo. Penelitian ini difokuskan pada independensi jurnalis sebagai fokus analisis. Berdasarkan temuan penelitian, konstruksi pers industrial membatasi independensi jurnalis. Keterbatasan ini didasari oleh posisi jurnalis sebagai kelas pekerja yang berkonsekuensi pada posisi tawar yang lemah dan dorongan pragmatisme jurnalis. Posisi kelas tersebut terbentuk dengan dilatari oleh adanya perubahan konstruksi jurnalisme di dalam konstruksi pers industrial. Pada akhirnya, independensi jurnalis dibatasi dengan sendirinya oleh konstruksi jurnalisme profesional. ......This study discussed about journalist independence and journalism professional within industrial press context in post-Orde Baru Indonesia. These three points are framed within the phenomenon of politicized of the media in Indonesia national election 2014 with case study of Media Indonesia and Koran Sindo. Specifically, this study focused on the independence of journalist within the framework of analysis. Based on research findings, it can be explained that within the press industry, the journalist independence are limited, if not possible. This limitations are based on journalist?s positions as working class which have consequences to their weak bargaining positions and structured a pragmatism tendency. The class position are formed by the changing of journalism construction within the industrial press? logic. In the end, journalist?s independence are restricted by itself by the journalism professional construction.