Convergence and Political Economy of the Media in the Macarena

Segment of the Jakarta Delta Radio FM

Laksmi Rachmaria

Universitas Budi Luhur

Keywords: Commodification, Convergence, Radio, Industry

Abstract: Makarena Segment is the only cooking program on Radio in Indonesia. This segment presents various recipes

from all regions in Indonesia. I used The Economic Political Media from Vincent Moscow as theory. Results:

Delta FM makes the content of the Makarena segment in such a way that it aims not only to carry out the

functions of education, information or persuasion but behind it, all are aimed at the company's interests.

Integration of the Makarena segment with new media can expand opportunities to sell content. Convergence

has made an industrial, cultural and social paradigm shift in the media business. The digitization process

provides excellent benefits for media companies. Conclusion: commodification is the method carried out by

FM FM in the Makarena Segment by changing the value of program functions into commodity values.

1 INTRODUCTION

The rapid development of information and

communication technology has influenced the needs

of the world of entertainment and information for the

public. In the past the mass media was dominated by

print and electronic media, now along with the

advancement of information and communication

technology, there is what is called the digital

revolution which later gave birth to the internet as

new media. The extraordinary ability of the internet

in integrating various platforms has positioned the

internet in a significant position that has led to media

convergence. Radio as part of broadcast media must

respond to this technological change if they want to

survive in the competitive media industry, including

by combining old media and new media called

convergence.

There are at least four elements that conventional

media do not have, namely digitality, interactivity,

hypertextuality, and virtuality. Digitality is a concept

where all digital media processes are converted into

numbers so that the output is in the form of online

sources, digital discs, or memory drives, which will

be converted and received in printed form.

Interactivity refers to the ability of text in new media

to "write back into the text" to their users, in this case

the public cannot provide feedback in the form of

comment text after receiving information. While

dispersal is when the process of production and

distribution of media becomes decentralized and

depends on individual activities (Lister 2003)

The internet phenomenon and efforts to develop

technology using the internet are optionally part of

the Masima Media Investama (MMI) group that holds

several radios in Indonesia, one of which is Delta FM

Jakarta radio. Radio 99.1 Delta FM Jakarta already

has audio streaming on its website, www.deltafm.net.

Delta FM Radio is based in Jakarta (99.1 FM) and has

networks in 7 other major cities, namely Medan,

Bandung (94.4 FM), Makassar (99.2 FM), Manado

(99.2 FM), Surabaya ( 96.8 FM), Semarang (96.1

FM), Semarang (96.1 FM) FM), and Yogyakarta

(103.7 FM). Delta Female Indonesia Network itself is

one of the radio networks under the auspices of

Masima Media Investama (MMI). In addition to

Delta radio, MMI also has Prambors radio and

FeMale radio. "Sore Bara Harsya" is a radio program

that has been present since 2013 and has now been

renamed Sore Sore Seru until now carrying Music,

and the Entertainment concept which is broadcast

every Monday - Friday at 16.00-20.00 WIB. Not only

present in Jakarta, but Delta FM has spread in seven

other major cities such as Bandung, Makassar,

Manado, Medan, Surabaya, Semarang, and

Yogyakarta. This radio was developed as a radio that

targets the segmentation of adult listeners with an age

range of 30-39 years.

Rachmaria, L.

Convergence and Political Economy of the Media in the Macarena Segment of the Jakarta Delta Radio FM.

DOI: 10.5220/0008929000400044

In Proceedings of the 1st International Conference on IT, Communication and Technology for Better Life (ICT4BL 2019), pages 40-44

ISBN: 978-989-758-429-9

Among the segments in the Fun Afternoon

program, there is the Makarena segment. Because it

is a segment by broadcasting a cooking program from

the Afternoon Afternoon Fun program on Delta FM

radio which broadcasts every Wednesday at 16.00-

17.00 WIB. Usually cooking programs are present on

television with audio and visual displays, but the

Afternoon Afternoon Fun program is able to present

the Makarena segment to attract the attention of

listeners by making recipes for traditional dishes -

modern, savory, good food and drinks made directly

by the famous Chef Bara Patiradjawane who is one of

the program announcers. From October 2013 until

now the Makarena segment has been able to survive

and become the only cooking program on radio in

Indonesia.

2. LITERATURE REVIEW

Media Business

According to McQuail (Udi Rusadi 2015), media

businesses are not ordinary businesses, as media

institutions because their activities cannot be

separated from economic and political aspects and are

influenced by evolving technology. Media has a

responsibility to fulfill public interests, including

aspects of media politics. However, the media as an

industry develops itself within the framework of the

economic field, and there are demands to always keep

up with technological developments.

Media Convergence Theory

According to Henry Jenkins in Convergence Culture:

Where Old and New Media Collide in 2006

convergence is a word that succeeds in describing

technological, social, cultural and industrial changes

depending on who speaks and encourages consumers

to seek new information. Jenkins assumes that three

processes change the media of production and

consumption, namely Economic Convergence, Social

Convergence and Technology Convergence (Jenkins

2008). In this case media convergence is the process

of uniting 3C, namely computing (entering data

through a computer), communication

(communication), and content (material/content).

In media convergence, this is not only about

integrating old media with new media, but also in

management that will change. Publications carried

out by radio will certainly be different after the

emergence of new media, from interactive cellphones

to interactions through social media such as

Facebook, Twitter, Instagram, and YouTube.

Economic convergence occurs when a company

controls several products or services in the same

industry, for example Masima Media, a media

company in Indonesia that provides services in the

radio broadcast industry. Media convergence requires

a change in relations between all stakeholders in the

media sector: industry, technology, audiences, and

markets. In other words, media convergence tries to

change the two main aspects of the media:

(i) How the media plays a role (rationally) and

(ii) How media consumers access content

(Khadziq, 2016).

Media Political Economy Vincent Mosco

Vincent Mosco tries to offer three important concepts

to approach the political economy of media, namely

commodification, spatialization, and structuration

(Mosco 1996). Commodification is related to how the

process of transforming goods and services and their

value becomes a commodity that has an exchange rate

in the market. Then, Spatialalization is associated

with the extent to which the media can present its

products in front of readers within the boundaries of

space and time. At this level, the institutional

structure of the media determines its role in meeting

the network and speed of delivery of media products

in public. Finally, the structure is related to the

relationship of ideas between community agents,

social processes and social practices in structural

analysis. Structural can be described as a process in

which social agents enforce social structures, and

even every part of the structure can act to serve other

parts. The three entrances to political economy

offered by Mosco above, namely commodification,

spatialization, and structuration will be used to

analyze the influence of political economy on the

application of media convergence in the Fun

Afternoon Afternoon Segment program on Delta FM

Radio.

3. METHODOLOGY

This study uses a qualitative approach with the

critical paradigm. I also used Economy Political

Media Theory from Vincent Moscow. The subject of

this study was the producer of the program Sore Bara

Harsya on Radio 99.1 Delta FM Jakarta. Data

collection was obtained through non-participant

observation and in-depth interviews with Sore Bara

Harsya program producers along with supporting data

Convergence and Political Economy of the Media in the Macarena Segment of the Jakarta Delta Radio FM

for interviews with Program Director and Digital

Content Radio 99.1 Delta FM Jakarta. Other data is

obtained through library research, documentation,

and the internet.

4. RESEARCH RESULT

Media institutions at the operational level are more or

less influenced by various kinds of pressures,

including globalization, regulation, technology, and

social aspects (Albarran 2010). Digital technology

has created various types of various media that are

integrated between audio, visual, and text. Internet

network technology has expanded the media

coverage network. Technology offers speed,

convenience, quality in production, distribution, and

access to media content, thus encouraging the

expansion of media business. If you don't want to lose

competition, the media must run a multiplatform

business strategy.

This was stated by Evan Pradana as Program

Director of Delta FM Jakarta. Because now people

use it all. If we don't play there it's a pity. Not only

radio, but all the media may not stand alone on the

media. Because of this, just like a newspaper doesn't

have a digt now. If he remains in the same print

media, he will die (Rachmaria 2017)

Radio as conventional media cannot fulfill the

elements owned by new media. For example, the

dissemination of information on radio media is not

received on digital screens, but the program is

broadcast unless there are SMS and telephone media.

Convergence means the intersection between old

and new media. The convergence theory examined by

Henry Jenkins in his book entitled "Convergence

Culture: Where Old and New Media Collide" in 2008,

states that media convergence is a process that occurs

in accordance with the cultural development of

society. This media convergence brings together 3C,

namely computing (entering data through

computers), communication (communication), and

content (material/content).

The internet can now meet the needs of the

audience in a variety of ways, such as the ability to

make accessibility more free and unlimited from

traditional media. The internet phenomenon and

efforts to develop technology using the optional

internet are also part of the Masima Radio Network

group that holds several radios, one of which is Delta

FM Jakarta radio. Radio 99.1 Delta FM Jakarta has

streaming audio on its website, www.deltafm.net.

Because now people use it all. If we don't play

there it's a pity. Not only radio, but all the media may

not stand alone on the media. Because of this, just like

a newspaper doesn't have a digt now. If he remains in

the same print media, he will die (Rachmaria 2017).

Not only present in Jakarta, but Delta FM has

spread in seven other major cities such as Bandung,

Makassar, Manado, Medan, Surabaya, Semarang, and

Yogyakarta. This radio was developed as a radio that

targets the segmentation of adult listeners with an age

range of 30-39 years. That's what governs

management. We are incorporated into a group, there

are Prambors with a young age segmentation of

around 15-25 years, and Bahana FM with the

segmentation of 25-34 years. So Delta FM gets an

adult age of 30-39 years. So that in one corporate

segment the age of listeners varies. (Evan Perdana,

Program Director of Delta FM) (Rachmaria 2017).

Delta FM Radio is included in the type of private

broadcasting station that is commercial, so producers

are also required to be able to create programs that

can generate benefits for the company. Therefore,

from the process of making ideas into a feasible

program to broadcast, producers must always

consider new ideas or ideas with the team, then

discuss them with the program director, after which

the program director will present the results with the

Operations Director or Corporate Consultant. If the

company agrees with ideas and programs that can be

sold, new producers can generate ideas into program

content. In addition, producers must always make

content content interesting so listeners will always be

loyal to listen and if listeners are loyal to listen to

content, the sales or marketing party can sell content

to advertisers.

Sore Sore Seru producer does not want to miss the

progress and development of this technology, in

managing content because he tried to combine radio

(conventional) media with youtube (digital) media. In

the sociology perspective (Croteau 2012) media

products do not look like in empty space, they are the

result of social processes in production that occur

within a particular institutional framework. Radio

Delta FM Jakarta is a radio under the auspices of the

Masima Media Investama group which controls

several radio networks in Indonesia.

Makarena. because it is a segment by broadcasting

cooking programs from the Sore Bara Harsya

program on Delta FM radio that airs every

Wednesday at 16.00-17.00 WIB. Where cooking

programs are usually on television with audio and

visual displays, the Sore Bara Harsya program is able

to present the Makarena segment to attract the

attention of listeners by making recipes for traditional

dishes - modern, savory, good food and drinks made

directly by the famous chef Bara Patiradjawane which

ICT4BL 2019 - International Conference on IT, Communication and Technology for Better Life

is one of the program announcers, "Afternoon Bara

Harsya". From October 2013 until now the Makarena

segment has been able to survive and become the only

cooking program on the radio. What we are aiming

for is its uniqueness. For example, the uniqueness in

the sense that if you look at the promo material,

Makarena is written "The First Indonesia Radio

Cooking Show" because there has never been a radio

in Indonesia, which is outside but no one has done so

far in Indonesia. . Its uniqueness is important.

Second, we have talent that is indeed a chef, why do

we explore with such talent. Because of what I just

said before, we tried to sell the announcer character.

If indeed he is a chef, why don't we use it like that?

(Evan Perdana, Delta FM Program Director)

(Rachmaria 2017)

Figure 1 Youtube Makarena Delta FM

Figure 2 Makarena Delta FM Facebook

Delta FM as a radio media company does not want to

let go of its listeners just by reminding its program via

radio frequency. To anticipate, Delta FM radio

ventured to integrate the Sore Bara Harsya program

especially in the Makarena segment to attract the

attention of listeners by utilizing the internet through

the website and streaming media youtube.com by

displaying recipes or drinks that have been broadcast.

Apart from utilizing Youtube channels, Delta FM

also integrated with other social media such as

Facebook, Tweeter, and also Instagram. "... this is a

must. We must follow technological developments

which if only for people who do not have time to listen

to broadcasts, they can see it anytime, anywhere,

through youtube to serve listeners Therefore, like

newspapers, now it cannot have digital. If he is still

in the same print media, he will die. You can see for

yourself, people who don't try to develop digital,

unfortunately there are many who close it. TV shows

also develop their programs on existing social media.

Try TV, this is audio-visual, but he also still needs

youtube content to form viewers who don't have time

to watch. Because you have to continue to develop

like that.(Rachmaria 2017)

5. CONCLUSION

Media business is not an ordinary business, as a Delta

FM Jakarta radio media institution all of its activities

will not be separated from economic and political

aspects and technology development. Delta FM

Radio has a responsibility to fulfill public interests

which are included in the aspect of media politics. On

the other hand, Delta FM is also an industry that must

develop itself within the framework of the economic

field, while meeting the demands of following

technological developments. The development of

communication and information technology can

provide encouragement to the media to change its

business strategy through media convergence. In this

case the media is required to adjust by distributing

content through many platforms at the same time.

Spatialalization is done in the form of digitalization

to overcome space and time constraints so that it can

provide great benefits for media companies,

commodification is a method carried out by Delta FM

in the Makarena Segment by changing the value of

program functions into commodity values. The

arrangement is also carried out by Delta FM by

creating networks in 7 major cities. Spatialalization is

done in the form of digitalization to overcome space

and time constraints so that it can provide great

benefits for media companies, commodification is a

method carried out by Delta FM in the Makarena

Segment by changing the value of program functions

into commodity values. The arrangement is also

carried out by Delta FM by creating networks in 7

major cities.

REFERENCES

Albarran, Alan B. 2010. The Media Economic. London:

Routledge.

Convergence and Political Economy of the Media in the Macarena Segment of the Jakarta Delta Radio FM

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Image and Audience. 4th ed. California: Sage

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Jenkins, Henry. 2008. Convergence Culture: Where Old

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Khadziq. 2016. “KONVERGENSI MEDIA SURAT

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ICT4BL 2019 - International Conference on IT, Communication and Technology for Better Life