PERSPEKTIF KOMUNIKASI KREATIF DI ERA DIGITAL OLEH STAKEHOLDER ILMU KOMUNIKASI UDINUS
Abstract
Dominasi Teknologi Informasi dan Komunikasi, telah membuka lembaran baru dimana masyarakat bisa memperoleh informasi secara mandiri. Sekat-sekat informasi dengan sendirinya menghilang oleh inisiatif kuat individu yang ingin mengetahui lebih jauh apa yang terjadi sekitarnya. Era yang penuh akan muatan nilai-nilai ide, konsep, kreativitas, dan inovasi ini membutuhkan kompetensi unik, spesifik, dan menarik yang harus dimiliki sarjana ilmu komunikasi dalam berkompetisi. Keberadaan media sosial semakin memperkuat peran kreatifitas bagi perusahaan untuk bisa menjangkau khalayak milenial secara terintegrasi dan interaktif melalui strategi komunikasi pemasaran.Penelitian kualitatif ini mengeksplorasi lebih jauh implementasi yang efektif dari pengembangan berkelanjutan komunikasi kreatif. Menggunakan wawancara semi-terstruktur dan diskusi kelompok terarah (FGD), mengidentifikasi persepsi stakeholder dalam memastikan pengembangan berkelanjutan komunikasi kreatif di era digital pada program studi ilmu komunikasi UDINUS. Secara khusus penelitian ini telah menyelesaikan permasalahan penelitian yaitu Bagaimana stakeholder industri komunikasi mempersepsikan, mengalami dan mempraktikkan Komunikasi kreatif di era digital.
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DOI: https://doi.org/10.32509/wacana.v18i2.919
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