ABSTRAKTesis ini membahas masalah imperialisme media dalam dinamika televisi
nasional Indonesia -Trans TV- khususnya, Metalui teori hegemoninya Gramsci
dianalisa bagaimana TV dapat berfungsi sebagai resistensi hegemoni dalam
menghadapi imperialisme media yang masuk melalui program TV asing.
Pengembangan identitas budaya merupakan salah satu srrategi yang diterapkan
pada stasiun teievisi nasional Trans TV, Menggunakan pendekatan studi kasus
dengan teknik pengumpulan data in depth interview dan observasi. Analisa data
secara ilustratif naratif setelah melalui tahap pengkategorian data. HasH penelitian
menunjukkan bahwa Trans TV sebagai stasiun televisi late comer
tnengembangkan produksi program secara in house (90%) dengan
mengedepankan identitas budaya lokal. Namun hal tersebut belum bisa dikatakan
mengcounter hegemoni, karena Trans TV sejak awal siaran sampai sekarang
masih tetap menayangkan program impor dalam Biaskop Trans TV. Faktor
lainnya, sebagai televisi komersial Trans TV di samping mengemban tugas
memberikan edukasi kepada masyarakat. di sisi lain tetap mengembangkan
bisnisnya yang sudah barang tentu semakin melanggengkan ideologi kapitalisme.
AbstractThe focus of this study Is media imperialism within the dynamic of
(Indonesian national television especially Trans TV. With Gramsci's theory
hegemony i1 will be investigated how television could function an agent of
counter hegemony against media imperialism that infiltrated television through its
imported programs. To Develop of cultural identity is a strategy that has been
practiced by Trans TV. This research is a qualitative research that uses data
collecting technics are in depth interview and observation. The analysis of data
collected were conducted through categorization and coding which was later
systematically written imo illustrative narrative. The research findings show that
Trans TV as a late comer among all national televisions has developed an in house
production straightly (90%), with priority on local cultural identity. But it is
difficult to agree that such an action is a counter hegemony against imported
program particularly since Trans TV is still displaying imported movies through a
special program called Bioskop Trans TV. Another is the role of Trans TV as a
commercial television. so besides its function to provide educational programs for
the society, it must also pay attention to the development of its business core
which with inevitably sustain the so called capitalism ideology.
