Wacana Raja dan Rakyat: Pola Komunikasi di Media Sosial

Abstract

Artikel ini mengupas bagaimana penggunaan media sosial sebagai media massa menghasilkan pertembungan tafsiran antara keterikatan feudalisme dan kebebasan demokrasi sekali gus mempengaruhi bentuk komunikasi antara raja dan rakyat. Dengan menggunakan teori culturalist, satu kajian kes pada laman media sosial milik Raja Permaisuri Agong, Tunku Azizah dilakukan bertujuan untuk mendiskripsi pola mesej dan simbolik yang dimuat naik oleh KDYMM Tunku Azizah dengan menggunakan pendekatan authority-defined, serta maklum balas masyarakat menerusi perspektif everyday-defined mereka. Data-data daripada media sosial dianalisis menggunakan kaedah analisis kandungan kualitatif, iaitu, teknik emik dan etik. Hasil kajian mendapati bahawa terdapat konflik pada isi kandungan berbentuk sosiopolitik, manakala komunikasi pada isi kandungan berbentuk sosioekonomi dan sosiobudaya adalah harmoni. Hasil kajian juga mendapati bahawa bentuk komunikasi di media sosial adalah komunikasi dua hala yang merangkumi komunikasi secara langsung dan tidak langsung. Daripada segi emperikal, kajian menyumbang kepada penemuan bentuk baharu komunikasi antara kerabat diraja dan rakyat seiring dengan perubahan zaman. Kajian juga mengembangkan lagi teori culturalist apabila membuktikan bahawa penerima mesej bukan sahaja aktif dan mampu membina tafsiran sendiri, malah mampu mempengaruhi pemberi mesej. Kajian juga membuktikan kajian kualitatif analisis kandungan media sosial memberikan data lebih tulen kerana ia tidak dipengaruhi oleh pengkaji serta berlaku dalam persekitaran dan masa sebenar. Kajian ini juga mengisi kelompongan dalam wacana ilmu dengan menambah pandangan sosiologi media dalam timbunan kajian-kajian kesultanan Melayu.

Kata kunci: wacana, raja, rakyat, pola komunikasi, media sosial

Abstract: This article examines how the use of social media as mass media produces clash of interpretations between the element of feudalism’s attachment and the freedom in democracy, thus influencing the form of communication between royalty and the people. By using culturalist theory, a case study on Raja Permaisuri Agong, Tunku Azizah's social media sites was conducted to describe the message and symbolic patterns behind KDYMM Tunku Azizah's authority-defined approach through contents uploads and the people’s everyday-defined perspective feedback. Data from social media were analysed using qualitative content analysis methods, namely emic and etic. The results found that conflicts happened in sociopolitical contents, while communication on socioeconomic and sociocultural contents are harmonious. This study also found that the form of communication on social media is two-way communication, which includes direct and indirect communication. In terms of empirical, this study contributes new insight when it’s proven that communication between royalty and the people has marked a new milestone. This study also further develops culturalist theory by not only show that the recipient of the messages is active and capable of constructing their own interpretation, but also capable of influencing the sender. This study also proves that qualitative media social content analysis provides raw and pure data as it is not influenced by the researcher. The communication that being examined took place in the real environment and time. This thesis also fills a void in the discourse of sociology media in Malay sultanate studies.

Keywords: discourse, royalty, the people, communication patterns, social media

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