STRATEGI KONVERGENSI MEDIA DALAM PENGELOLAAN KONTEN YOUTUBE PADA REDAKSI SINDONEWS.COM
Abstract
Digital transformation has encouraged media organizations to adopt media convergence strategies to remain competitive and reach audiences who increasingly consume news through digital platforms. One of the most significant platforms is YouTube, which has evolved beyond a content distribution channel into an integral component of digital newsroom strategies. This study aims to analyze the media convergence strategy in managing Sindonews.com's YouTube platform and to examine the implementation of broadcasting media management functions in supporting digital content management. This research employed a qualitative approach using a case study method. The study was conducted in the Sindonews.com newsroom from January to March 2026. Data were collected through in-depth interviews with key informants involved in YouTube management, observation, and documentation. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña, consisting of data condensation, data display, and conclusion drawing, while data validity was ensured through source and technique triangulation. The findings reveal that Sindonews.com implements media convergence through the integration of technology, organizational processes, and content within a digital newsroom system. YouTube management is supported by the implementation of broadcasting media management functions, including planning, organizing, actuating, and controlling, as well as the utilization of a Content Management System (CMS), Artificial Intelligence (AI), Search Engine Optimization (SEO), and YouTube Analytics throughout the processes of content production, distribution, and evaluation. The study concludes that YouTube has become a core component of the newsroom strategy, enabling editorial decision-making that is more adaptive, integrated, and data-driven.
References
Assary, M. T. (2022). Pemanfaatan media YouTube oleh Kompas TV Makassar sebagai bagian dari konvergensi media (Undergraduate thesis). Universitas Muhammadiyah Yogyakarta.
Baihaki, M. I. (2023). Strategi komunikasi TV Harmoni dalam beradaptasi di era konvergensi media. Bandung Conference Series: Journalism, 3(2), 136–144. https://doi.org/10.29313/bcsj.v3i2.8334
Berger, P. L., & Luckmann, T. (1966). The social construction of reality: A treatise in the sociology of knowledge. Anchor Books.
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications.
Denzin, N. K., & Lincoln, Y. S. (2011). The SAGE handbook of qualitative research (4th ed.). SAGE Publications.
Derviana, A., & Fitriawan, R. A. (2019). Konvergensi pada media massa (Studi deskriptif kualitatif mengenai konvergensi media di Republika). Conference on Communication and News Media Studies, 1, 404–413.
Deuze, M. (2007). Media work. Polity Press.
Fidler, R. (1997). Mediamorphosis: Understanding new media. Pine Forge Press.
García-Avilés, J. A. (2009). Integrated and cross-media newsroom convergence. Journalism Practice, 3(3), 285–303.
Halim, & Nursyahbaniah, A. (2025). Strategi konvergensi dalam meningkatkan visibilitas konten program acara TVRI Sulawesi Selatan (Undergraduate thesis). IAIN Parepare.
Hariyadi, T. (2023). Strategi konvergensi TV One menghadapi era new media. Jurnal Netnografi Komunikasi, 1(2). https://doi.org/10.59408/netnografi.v1i2.9
Jenkins, H. (2006). Convergence culture: Where old and new media collide. New York University Press.
Keller, T. R. (2022). YouTube and news: Platformization and video journalism strategies. Digital Journalism, 10(5).
Küng, L. (2008). Strategic management in the media. International Journal on Media Management, 10(3), 89–95.
Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. SAGE Publications.
Maxwell, J. A. (2013). Qualitative research design: An interactive approach (3rd ed.). SAGE Publications.
McQuail, D. (2010). McQuail's mass communication theory (6th ed.). SAGE Publications.
Merriam, S. B. (2009). Qualitative research: A guide to design and implementation. Jossey-Bass.
Merton, R. K. (1968). Social theory and social structure. Free Press.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE Publications.
Newman, N., Fletcher, R., Robertson, C. T., Eddy, K., & Nielsen, R. K. (2023). Reuters Institute Digital News Report 2023. Reuters Institute for the Study of Journalism.
Newman, N., Fletcher, R., Robertson, C. T., Eddy, K., & Nielsen, R. K. (2023). Reuters Institute Digital News Report 2023. Reuters Institute for the Study of Journalism. https://www.digitalnewsreport.org/
Nugroho, A., & Simangunsong, B. A. (2024). Strategi konvergensi media dalam konten hiburan ANTV.
Oktavianingtyas, I., & Rusadi, U. (2021). Konvergensi media dalam program After Hours with Helmy Yahya di iNews. Jurnal Komunikasi, 10(3).
Putranto, S. D. (2019). Strategi konvergensi media pada radio berita dalam upaya memperluas jangkauan audiens (Studi kasus pada Radio Elshinta 90.0 FM Jakarta) (Master's thesis). Universitas Mercu Buana.
Ristamaji, H., & Pitoyo. (2024). Podcast sebagai peluang Radio Elshinta menambah pendengar dan pendapatan. Tuturan: Jurnal Ilmu Komunikasi, Sosial dan Humaniora, 2(2). https://doi.org/10.47861/tuturan.v2i2.1199
Schwandt, T. A. (2015). The SAGE dictionary of qualitative inquiry (4th ed.). SAGE Publications.
Singer, J. B. (2004). Strange bedfellows? The diffusion of convergence in four news organizations. Journalism Studies, 5(1), 3–18.
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
We Are Social, & Meltwater. (2024). Digital 2024: Indonesia. https://datareportal.com/reports/digital-2024-indonesia
Westlund, O., & Lewis, S. C. (2020). Agents of media innovations: Actors, actants, and audiences. Journalism & Mass Communication Quarterly, 97(2), 331–349.
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications.
DOI :
https://doi.org/10.53565/nivedana.v7i3.3095
