Manajemen Komunikasi Surat Kabar Gebrak dalam Mempertahankan Eksistensi sebagai Media Lokal

Abstract

This research is entitled "The Communication Management of Gebrak Newspaper in Maintaining its Existence as a Local Media". The purpose of this study was to determine the communication management of the Gebrak newspaper in maintaining its existence as a local media. This study uses the constructivism paradigm by using several theories, namely mass communication theory, the existence of newspapers, local media, and communication management theory. This study uses a qualitative research methodology with a descriptive approach. The data collection techniques used were interviews, observation and documentation. Researchers interviewed six informants including the General Manager, Company Leader, Deputy Editor-in-Chief, Artistic, Binjai City Journalists, and Pematangsiantar City Journalists, which were obtained using snowball sampling technique. The results of this study revealed that the Gebrak newspaper has undertaken communication management efforts to sustain its existence based on the four layers of the Russian Matouschka Doll by Michael Kaye, namely the self doll (self-management), interpersonal doll, people in the system doll, and competence doll, as well as the commodification of labor to journalists. The conclusion drawn from this research is that in maintaining its existence as a local media outlet, the leadership of the Gebrak newspaper fosters familial relationships with journalists and press employees, fostering attitudes of openness, empathy, supportiveness, positivity, and equality. Additionally, the Gebrak newspaper engages in the commodification of labor by treating its workers as commodities to journalists through the utilization of their labor, thoughts, and wages. Consequently, journalists not only perform journalistic tasks but also are tasked with aiding in finding funding sources for the company through circulation duties and collaboration with customers or partners in the region.