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JURNAL KOMUNIKASI INDONESIA

Abstract

Technological disruption has driven changes in the media and journalism industry, affecting the workflow in the newsroom. One emerging practice in the newsroom is the application of search engine optimization (SEO). This practice raises concerns about editorial decisions being directed toward topics that are "popular and easily clickable". Tribun-Bali.com is one of the biggest news portals in Bali that implements SEO. This study aims to depict the hierarchy of influences on the implementation of SEO in the Tribun-Bali.com newsroom. It is a qualitative descriptive study that employs interview methods with key informants. Utilizing the hierarchy of influences theory proposed by Pamela J. Shoemaker and Stephen D. Reese, the findings of this research reveal that the organizational influence level dominates the implementation of SEO in the editorial space of Tribun-Bali.com, and it is closely related to the company's economic goal. It is followed by the influences of media routine, extra-media, ideology, and individual level.

Bahasa Abstract

Disrupsi teknologi telah mendorong perubahan dalam industri media dan jurnalisme, mempengaruhi alur kerja di ruang redaksi. Salah satu praktik yang muncul di ruang redaksi adalah penerapan optimasi mesin pencari (SEO). Praktik ini menimbulkan kekhawatiran tentang keputusan editorial yang diarahkan ke topik yang "populer dan mudah diklik". Tribun-Bali.com adalah salah satu portal berita terbesar di Bali yang menerapkan SEO. Penelitian ini bertujuan untuk menggambarkan hierarki pengaruh terhadap penerapan SEO di Tribun-Bali.com redaksi. Ini adalah studi deskriptif kualitatif yang menggunakan metode wawancara dengan informan kunci. Memanfaatkan teori hierarki pengaruh yang dikemukakan oleh Pamela J. Shoemaker dan Stephen D. Reese, temuan penelitian ini mengungkapkan bahwa tingkat pengaruh organisasi mendominasi penerapan SEO di ruang editorial Tribun-Bali.com, dan ini terkait erat dengan tujuan ekonomi perusahaan. Hal ini diikuti oleh pengaruh media rutin, ekstra-media, ideologi, dan tingkat individu.

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