EFEK DAN KEBIASAAN MENDENGARKAN SIARAN RADIO MELALUI MOBILE APPLICATION: STUDI DESKRIPTIF PADA KOMUNITAS SHE AND FRIENDS

Abstract

The development of communication technology, especially in the mass media made public with easy
access to any information. No exception to the radio, with the creation of a mobile application that can
be freely downloaded through the Android-based mobile or IOS, the radio business people hope this can
be a tool that allows listeners to access radio anywhere and anytime. The emergence of new media and
new habits effect on the mass media. To meet these objectives, used in-depth interviews with community
members she and friends. This study uses the basic theory of mass media effects .And the result of this
research is that the effect occurs in members she and friends while listening to She Radio 99.6 FM via
mobile application is the addition of listening to a radio broadcast schedule, causing a feeling of comfort,
and a member of she and friends is also more positive about She Radio. Habits member she and friends
in listening to the radio using the mobile application is on average duration of 2 hours/day at a time and
place to listen to the broadcast that is between 6:00 to 10:00 o'clock pm in the House, between the hours
of 21:00 to 23:00 pm in the House, and in the Office the time between the hours of 11:00 to 16:00 o’clock
pm. The main reason the replacement of the radio channel to another is due to the quality of She Radio
mobile application is still not good enough (often die suddenly). And between the two features in addition
to streaming radio, read the article a chaperone activity while listening to the radio, while the audience is
reading the ad is to find information about the fashion show or exhibition.
Keywords: mass media effect, habbit of listening radio, mobile application