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JURNAL KOMUNIKASI INDONESIA

Abstract

Over the past decade, news consumption has increasingly shifted from websites to social media, leading to a significant decline in advertising revenues for online news outlets. This shift presents a serious challenge for small-scale local media in Indonesia, which typically operate with limited financial and human resources. This study explores how Beritabali.com, a local news outlet, responds to these challenges by addressing three central questions: why it produces content for social media, how it adapts to the social media ecosystem, and what implications arise from this transformation. Drawing on the theory of deep mediatization and employing a qualitative methodology through in-depth interviews, the study finds that although Beritabali.com maintains its core news content on its website, it also produces tailored content for social media. This strategy is intended to attract advertisers as a source of revenue and to reach audiences who increasingly access news through social media platforms. To implement this strategy, Beritabali.comaligns with the logic of social media while continuing to uphold journalistic values. Given its financial and human resource limitations—both in terms of quantity and quality—the outlet engages interns with digital content production skills and adopts artificial intelligence (AI) tools to support content creation. The findings highlight the adaptive strategies employed by local media in a social media-driven environment and demonstrate how deep mediatization demands both technological innovation and shifts in newsroom culture.

Bahasa Abstract

Dalam satu dekade terakhir, konsumsi berita telah semakin bergeser dari situs web ke media sosial, yang menyebabkan penurunan signifikan dalam pendapatan iklan bagi media dalam jaringan (daring). Pergeseran ini menjadi tantangan serius bagi media lokal berskala kecil di Indonesia, yang umumnya beroperasi dengan keterbatasan sumber daya finansial dan manusia. Studi ini mengeksplorasi bagaimana Beritabali.com, sebuah media lokal, merespons tantangan tersebut dengan mengajukan tiga pertanyaan utama: mengapa mereka memproduksi konten untuk media sosial, bagaimana mereka beradaptasi dengan ekosistem media sosial, dan apa implikasi dari pergeseran ini. Dengan menggunakan teori deep mediatization dan pendekatan kualitatif melalui wawancara mendalam, studi ini menemukan bahwa meskipun Beritabali.com tetap mempertahankan konten berita utama di situs webnya, mereka juga memproduksi konten yang disesuaikan untuk media sosial. Strategi ini bertujuan untuk menarik pengiklan sebagai sumber pendapatan dan menjangkau audiens yang semakin banyak mengakses berita melalui media sosial. Untuk mengimplementasikan strategi ini, Beritabali.com menyesuaikan diri dengan logika media sosial sambil tetap menjaga nilai-nilai jurnalisme. Implikasi dari praktik ini dengan keterbatasan finansial dan sumber daya manusia baik secara kuantitatif maupun kualitatif adalah pelibatan anak magang yang memiliki keterampilan di bidang produksi konten digital, serta mengadopsi kecerdasan buatan (AI) untuk produksi konten. Temuan ini menyoroti strategi adaptif media lokal dalam lingkungan yang didorong oleh media sosial, serta menggambarkan bagaimana deep mediatization menuntut inovasi teknologi sekaligus perubahan budaya kerja di ruang redaksi.

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