Pemberitaan Strategi Respon Perusahaan dalam Isu Boikot di Sosial Media

Theresia Intan Putri Hartiana

doi:10.33508/jk.v13i2.6114

Pemberitaan Strategi Respon Perusahaan dalam Isu Boikot di Sosial Media

Theresia Intan Putri Hartiana

Abstract

This research is motivated by the emergence of a boycott of several global brands on social media, or called an online firestorm. An online firestorm is a sudden attack of a large number of negative comments by word of mouth and complaining behavior towards a person, company, or group on a social media network. Online firestorms become a perspective in viewing corporate crises with the development of social media. The hashtag #boycottIsraelproducts, #boycottIsrael has become a trending topic on Twitter since there were several allegations of global brands being affiliated with Israel. Of course, the emergence of the boycott movement on social media also gave rise to news in several mass media. In the end, what is discussed as an online firestorm can turn into a scandal and a threat to the organization's reputation. Based on situational crisis communication theory (SCCT), this study aims to identify the global brand response to the online firestorm in the boycott call written by online media using qualitative content analysis methods. SSCT explains that there are 3 strategies for responding to a crisis experienced by a company: 1) denial (deny response strategy), (2) diminish response strategy and (3) rebuild response strategy. The results of data interpretation, this study concluded that the main strategy for responding to the online firestorm in the boycott calls written by Kumparan.com and Kompas.com were deny crisis response strategies by attacking the accuser and scapegoat. Meanwhile, secondary crisis response strategies were carried out with reminders and victimage.

ABSTRAK

Penelitian ini dilatarbelakangi oleh kmunculnya peristiwa boikot beberapa merk global di sosial media, atau disebut online firestorm. Online firestorm merupakan serangan tiba-tiba dari sejumlah besar komentar negatif dari mulut ke mulut dan perilaku mengeluh terhadap seseorang, perusahaan, atau kelompok di jaringan media sosial. Online firestorm menjadi perspektif dalam melihat krisis perusahaan dengan berkembangangnya media sosial. Hashtag #boikotprodukisrael, #boikotisrael menjadi trending topic di twitter sejak adanya beberapa dugaan global brand diduga terafiliasi dengan Israel. Tentunya, munculnya gerakan boikot di sosial media turut memunculkan pemberitaan di beberapa media massa. Pada akhirnya apa yang diperbincangan sebagai online firestorm tersebut dapat berubah menjadi skandal dan ancaman reputasi bagi organisasi. Berpijak pada situational crisis communication theory (SCCT), penelitian ini bertujuan untuk mengidentifikasi respon global brand atas online firestorm dalam seruan boikot yang dituliskan oleh media online dengan menggunakan metode analisis isi kualitatif. SSCT menjelaskan bahwa strategi dalam merespon krisis yang dialami perusahaan ada 3 cara 1) penyangkalan (deny response strategy), (2) mengurangi (diminish response strategy) dan (3) membangun kembali (rebuild response strategy. Hasil dari intepretasi data, penelitian ini menyimpulkan bahwa strategi utama merepson online firestorm dalam seruan boikot yang dituliskan Kumparan.com dan Kompas.com adalah deny crisis respose strategies dengan attact the accuser dan scapegoat. Sedangkan secondary crisis response strategies strategies dilakukan dengan reminder dan victimage.

Keywords

Pemberitaan;online firestorm;situational crisis communication theory ;boikot

Full Text:

PDF

References

Ali, Hiba Dawood. 2024. “Role of Situational Crisis Communication Theory in Telecommunication Crises: An Analysis.” Pakistan Social Sciences Review 8 (I). https://doi.org/10.35484/pssr.2024(8-i)28.

Arindra, Fairuza, and Universitas Negeri Malang. 2024. “THE SITUATIONAL CRISIS COMMUNICATION THEORY : STUDI.”

Asfar, Irfan Taufan. 2019. “Penelitian Kualitatif.” Journal Equilibrium 5 No. 9 (127): 14–18. yusuf.staff.ub.ac.id/files/2012/11/Jurnal-Penelitian-Kualitatif.pdf.

Babatunde, Kamaldin Abdulsalam. 2022. “Public Relations and Social Media for Effective Crisis Communication Management.” Jurnal Bina Praja 14 (3): 543–53. https://doi.org/10.21787/jbp.14.2022.543-553.

BBC. 2023. “Seruan Boikot Israel Di Media Sosial, Apakah Akan Berdampak Terhadap Israel?” 2023. https://www.bbc.com/indonesia/articles/c3gldnyzy7ro.

Carroll, Craig E. 2008. “Situational Crisis Communication Theory: Its Use in a Complex Crisis with Scandinavian Airlines Grounding of Das 8-Q400 Airplanes.” Department of Language and Business Communications Aarhus School of Business, no. December: 97.

Coombs, W. Timothy. 2007. “Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory.” Corporate Reputation Review 10 (3): 163–76. https://doi.org/10.1057/palgrave.crr.1550049.

Dana Raluca Buturoiu, Ana Voloc. 2021. “Media Coverage in Times of Crisis. Intermedia Agenda-Setting of COVID-19 – Related Topics.” Romanian Journal of Communications and Public Relations 23 (2). https://doi.org/10.21018/rjcpr.2021.2.323.

Danone. 2024. “Danone Indonesia.” https://danone.co.id/tentang-kami/.

Diana, Marselin, and Fitria Ayuningtyas. 2023. “The Implementation of Situational Crisis Communication Theory (SCCT) through Social Media in Handling Communication Crisis at Holywings.” International Journal of Multicultural and Multireligious Understanding 10 (8): 73–82. http://ijmmu.comhttp//dx.doi.org/10.18415/ijmmu.v10i8.4897.

Einwiller, Sabine, Benno Viererbl, and Sascha Himmelreich. 2017. “Journalists’ Coverage of Online Firestorms in German-Language News Media.” Journalism Practice 11 (9): 1178–97. https://doi.org/10.1080/17512786.2016.1229578.

Ferdiana, Ferdiana, and Yuli Hidayati. 2022. “Komunikasi Krisis Pemerintah Daerah Kabupaten Bangka Pada Pemberitaan Efek Samping Vaksin COVID-19.” Jurnal Riset Komunikasi 5 (1): 16–31. https://doi.org/10.38194/jurkom.v5i1.430.

Fitri Pasaribu, Aisyah, and Alfarizi Kurniawan. 2023. “Pengaruh Ketertarikan Produk Merk Global Dan Merk Lokal Terhadap Keputusan Pembelian (Studi Kasus Mahasiswa UINSU).” Bussman Journal: Indonesian Journal of Business and Management 3 (1): 32–42.

Florian Hauser, Julia Hautz, Katja Hutter, Johann Füller. 2017. “Firestorms: Modeling Conflict Diffusion and Management Strategies in Online Communities.” Elsevier The Journal of Strategic Information Systems.

Gruber, Maria, Christiane Mayer, and Sabine A. Einwiller. 2020. “What Drives People to Participate in Online Firestorms?” Online Information Review 44 (3): 563–81. https://doi.org/10.1108/OIR-10-2018-0331.

Herhausen, Dennis, Stephan Ludwig, Dhruv Grewal, Jochen Wulf, and Marcus Schoegel. 2019. “Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities.” Journal of Marketing 83 (3): 1–21. https://doi.org/10.1177/0022242918822300.

Hermida, Alfred. 2013. “#Journalism: Reconfiguring Journalism Research about Twitter, One Tweet at a Time.” Digital Journalism 1 (3): 295–313. https://doi.org/10.1080/21670811.2013.808456.

Hermida, Alfred. 2010. “The Emergence of Ambient Journalism.” Journalism Practice, no. 4(3): 297-308.

Hut, Pizza. 2024. “Pizza Hut.” 2024. https://www.pizzahut.co.id/about.

Idris, Muhammad. 2023. “Pernyataan Lengkap Danone, Starbucks, McD, Dan Coca-Cola Usai Diboikot Gara-Gara Dituding Pro Israel.” 2023. https://money.kompas.com/read/2023/11/16/144623226/pernyataan-lengkap-danone-starbucks-mcd-dan-coca-cola-usai-diboikot-gara-gara?page=all.

Indrayani, Inri Inggrit. 2022. “Retorika Dan Power Relations: Strategi Restorasi Citra Kepolisian Republik Indonesia Pada Kasus Ferdy Sambo.” Jurnal Komunikatif 11 (2): 165–78. https://doi.org/10.33508/jk.v11i2.4270.

Iskandar, Indra None, Dadang Rahmat Hidayat, and Centurion Chandratama Priyatna. 2021. “Strategi Komunikasi Krisis DPR RI Menggunakan Instagram Menghadapi Penolakan RUU Cipta Kerja.” Aspirasi: Jurnal Masalah-Masalah Sosial 12 (2). https://doi.org/10.46807/aspirasi.v12i2.2413.

Johnen, Marius, Marc Jungblut, and Marc Ziegele. 2018. “The Digital Outcry: What Incites Participation Behavior in an Online Firestorm?” New Media and Society 20 (9): 3140–60. https://doi.org/10.1177/1461444817741883.

Juliana, Rifka, Sakhyan Asmara, and Dewi Kurniawati. 2022. “Manajemen Komunikasi Krisis Direktorat Jenderal Pajak Dalam Mengatasi Dampak Negatif Dari Pemberitaan Pajak Pertambahan Nilai Barang Kebutuhan Pokok.” KomunikA 18 (2): 17–35. https://doi.org/10.32734/komunika.v18i2.9545.

Kim, Sora, Hyejoon Rim, and Kang Hoon Sung. 2021. “Online Engagement of Active Communicative Behaviors and News Consumption on Internet Portal Sites.” Journalism 22 (12): 3048–65. https://doi.org/10.1177/1464884919894409.

Kumparan. 2023. “MUI Haramkan Beli Produk Pendukung Israel, McD & Starbucks Termasuk?” 2023. https://kumparan.com/kumparanbisnis/mui-haramkan-beli-produk-pendukung-israel-mcd-and-starbucks-termasuk-21YTk3mepny/full.

kumparanBISNIS. 2023. “Dituding Dukung Israel Dan Masuk Daftar Boikot, Danone Buka Suara.” 2023. 2023. https://kumparan.com/kumparanbisnis/dituding-dukung-israel-dan-masuk-daftar-boikot-danone-buka-suara-21ZSxN3L3O9.

KumparanBISNIS. 2023. “Boikot Produk Israel Pengaruhi Kinerja, Manajemen Pizza Hut: Pemerintah Lambat.” 2023. https://kumparan.com/kumparanbisnis/boikot-produk-israel-pengaruhi-kinerja-manajemen-pizza-hut-pemerintah-lambat-21jJ32vsD9G.

Lee, Sang Yeal. 2020. “Stealing Thunder as a Crisis Communication Strategy in the Digital Age.” Business Horizons 63 (6): 801–10. https://doi.org/10.1016/j.bushor.2020.07.006.

Mc DOnalds. 2024. “Mc Donalds.” 2024. https://www.mcdonalds.co.id/about.

Meilani Teniwut. 2023. “Netizen Serukan Aksi Boikot Pembelian Brand Lokal Dan Non-Lokal Diduga Pro Israel, Apa Saja?” 2023. https://mediaindonesia.com/humaniora/628665/netizen-serukan-aksi-boikot-pembelian-brand-lokal-dan-non-lokal-diduga-pro-israel-apa-saja.

Neves, Helder António. 2018. “In the Eye of the (Fire)Storm: Better Safe or Sorry?,” no. October.

Park, Sejin, Lindsey M. Bier, and Michael J. Palenchar. 2016. “Framing a Mystery: Information Subsidies and Media Coverage of Malaysia Airlines Flight 370.” Public Relations Review 42 (4): 654–64. https://doi.org/10.1016/j.pubrev.2016.06.004.

Paulussen, Steve, and Raymond A. Harder. 2014. “Social Media References in Newspapers.” Journalism Practice 8 (5): 542–51. https://doi.org/10.1080/17512786.2014.894327.

Pfeffer, J., T. Zorbach, and K. M. Carley. 2014. “Understanding Online Firestorms: Negative Word-of-Mouth Dynamics in Social Media Networks.” Journal of Marketing Communications 20 (1–2): 117–28. https://doi.org/10.1080/13527266.2013.797778.

Prasetyo, Juantito Agung, and Rona Rizkhy Bunga Chasana. 2023. “Strategi Respon Pemerintah Dan PT Pertamina Dalam Krisis Kenaikan Harga Bahan Bakar Minyak (BBM) Tahun 2022: Analisis Situasional Crisis Communication Theory (SCCT).” Prodi Ilmu Komunikasi, Fakultas Komunikasi Dan Informatika, Universitas Muhammadiyah Surakarta, 1–29.

Pundra Rengga Andhita, Muhammad Rafi Ar Rasyid, and Yohanna Tania Hartanto. 2023. “Analisis Konten Instagram Bupati Banyumas Terkait Penanganan Krisis Hoaks Covid-19.” Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies) 7 (1): 335–54. https://doi.org/10.25139/jsk.v7i1.5134.

Robinson, K. 2014. “News Values and Information Subsidies: How Organizations Build the Agenda on Social and Traditional Media.” Zhurnal Eksperimental’noi i Teoreticheskoi Fiziki. http://scholar.google.com/scholar?hl=en&btnG=Search&q=intitle:No+Title#0%5Cnhttp://vtechworks.lib.vt.edu/handle/10919/48964.

Robinson, Kelly. 2012. “Information Subsidies and Social Media: The Effect of News Value Presence on Social Media Conversation.” Prime, 26.

Timothy Coombs, W. 2006. “The Protective Powers of Crisis Response Strategies.” Journal of Promotion Management 12 (3/4) (July): 39–46. https://doi.org/10.1300/J057v12n03.

W. Timothy Coombs, Sherry J. Holladay. 2010. Handbooks in Communication and Media The Handbook of Crisis Communication. Blackwell Publishing Ltd. Vol. 11. http://scioteca.caf.com/bitstream/handle/123456789/1091/RED2017-Eng-8ene.pdf?sequence=12&isAllowed=y%0Ahttp://dx.doi.org/10.1016/j.regsciurbeco.2008.06.005%0Ahttps://www.researchgate.net/publication/305320484_SISTEM_PEMBETUNGAN_TERPUSAT_STRATEGI_MELESTARI.

Wekwerth, Zoé Madeleine. 2019. “Responding to Online Firestorms on Social Media: An Analysis of the Two Company Cases Dolce & Gabbana and Gucci.”

Yan Zhang dan Barbara M. Wildemuth. 2005. “Qualitative Analysis of Content.” https://www.ischool.utexas.edu/~yanz/Content_analysis.pdf.

DOI: https://doi.org/10.33508/jk.v13i2.6114