Nadya Zalfa Salsabila, - (2024) STRATEGI SELF-PRESENTATION PETANI MILENIAL DIKONSTRUKSI DALAM MEDIA SOSIAL: Studi Fenomenologi Pada Pelaku Regenerasi Petani Jawa Barat. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini dilatarbelakangi perihal isu kebaruan mengenai kondisi krisis berkelanjutannya akan profesi petani yang disebabkan oleh minimnya keikutsertaan generasi muda. Tidak berjalannya regenerasi sumber daya manusia pertanian dengan baik dikarenakan menurunnya minat generasi muda untuk bekerja di sektor pertanian. Ternyata salah satu faktor menurunnya peminatan generasi muda ini dikarenakan adanya stigma buruk akan profesi petani dalam pandangan generasi muda. Dengan adanya stigma buruk profesi petani tersebut, sangat penting bagi Ilmu Komunikasi untuk hadir dalam fenomena tersebut guna menguraikan permasalahan yang ada, yaitu melalui bidang personal branding dengan praktik self-presentation. Penelitian ini bertujuan untuk mengeksplorasi strategi self-presentation para petani milenial dikonstruksi dalam media sosial serta menjelaskan pemaknaan akan identitas petani bagi petani milenial. Untuk menunjang penelitian ini, peneliti menggunakan pendekatan kualitatif dengan metode fenomenologi. Data lapangan dikumpulkan dengan melakukan wawancara semi terstruktur dan studi dokumentasi terhadap delapan petani milenial pelaku program Regenerasi Petani sebagai informan kunci. Dalam mengolah data penelitian ini, peneliti menerapkan teknik analisis data berdasarkan empat langkah yang diuraikan oleh Moustakas (1994). Hasil penelitian mengungkapkan adanya tiga pemaknaan akan identitas petani bagi petani milenial dan startegi self-presentation petani milenial yang dikonstruksi dalam media sosial telah melibatkan implementasi serta evalusasi dan pengembangan dari praktik self-presentation petani milenial dalam mencapai keberhasilan motif diri mereka sebagai fondasi awal praktik self-presentation petani milenial. This research is motivated by the issue of the ongoing crisis regarding the farming profession, which is exacerbated by the lack of participation from the younger generation. The ineffective regeneration of human resources in agriculture is due to a declining interest among young people in working in the agricultural sector. One contributing factor to this decline is the negative stigma associated with the farming profession in the eyes of the younger generation. Given this negative perception, it is crucial for Communication Studies to engage with this phenomenon to address existing problems, particularly through the lens of personal branding and self-presentation practices. This study aims to explore the self-presentation strategies of millennial farmers as constructed in social media and to explain the meaning of identity for these millennial farmers. To support this research, a qualitative approach using phenomenological methods was employed. Field data were collected through semi-structured interviews and documentation studies involving eight millennial farmers participating in the Farmer Regeneration Program as key informants. In processing the data, the researcher applied a four-step data analysis technique as outlined by Moustakas (1994). The findings reveal three meanings of identity for millennial farmers and demonstrate that their self-presentation strategies on social media involve implementation, evaluation, and development of self-presentation practices aimed at achieving their self-motives as an initial foundation for millennial farmers' self-presentation practices.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=en&user=lJtjADgAAAAJ ID SINTA Dosen Pembimbing: Vidi Sukmayadi: 5975463 Alwan Husni: 6726953 |
| Uncontrolled Keywords: | Strategi Self-Presentation, Petani Milenial, Media Sosial. Self-Presentation Strategies, Millennial Farmers, Social Media. |
| Subjects: | H Social Sciences > H Social Sciences (General) P Language and Literature > P Philology. Linguistics |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi |
| Depositing User: | Nadya Zalfa Salsabila |
| Date Deposited: | 06 Mar 2025 07:58 |
| Last Modified: | 06 Mar 2025 07:58 |
| URI: | http://repository.upi.edu/id/eprint/130720 |
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