ABSTRACT: This research observed TVOne’s news portrayals of social protests located
in Makassar. It aim is to know the presence of media stereotyping of Makassar
ethnic which is based on audiences interpretation.
The study used qualitative perspective. The primer data were collected
with observation and depth interview through 21 Melayu and Banjar ethnic whose
been living in Makassar. Informans were selected with snowball sampling. The
secondary data were news recapitulations of TVOne Makassar Bureau during
March 2010 until December 2010. The analysis of data conducted with reception
analysis emphasized on decoding process.
The result of this research was showed that there is negative stereotyping
through Makassar ethnic act by TVOne’s news portrayals of social protests
located in Makassar. Second, the result of reception analysis refered audiences on
negotiated reading in addition of media stereotyping of Makassar ethnic. This
result based on audiences’s experience of Melayu and Banjar ethnic with
Makassar ethnic such as direct interaction.
INTISARI: Penelitian ini mengamati tayangan berita TVOne bertema bentrok
dan tawuran yang berlokasi di Makassar. Tujuannya untuk mengetahui
adanya stereotipisasi tertentu atas etnis Makassar yang berlaku pada media
televisi (TVOne) berdasarkan hasil interpretasi audiens.
Studi audiens ini menggunakan perspektif kualitatif. Data primer
dikumpulkan melalui teknik observasi dan wawancara mendalam. Sebanyak
21 informan, berlatarbelakang etnis Melayu dan Banjar, serta berdomisili di
Makassar dipilih melalui teknik snowball sampling. Data sekunder
didapatkan dari rekapitulasi berita TVOne Biro Makassar periode Maret
2010 – Desember 2010. Dalam proses analisis data, peneliti mengggunakan
kerangka analisis resepsi Stuart Hall dengan menitikberatkan pada proses
decoding.
Hasil penelitian menunjukkan adanya stereotipisasi negatif yang
berlaku dalam pemberitaan TVOne atas etnis Makassar melalui tayangan
bentrok dan tawuran yang berlokasi di Makassar. Kedua, hasil analisis
resepsi menunjukkan audiens dominan menempati posisi negotiated reading
atas stereotipisasi etnis Makassar. Secara garis besar, posisi ini
dilatarbelakangi oleh pengalaman interaksi audiens Melayu dan Banjar
dengan etnis Makassar.
