FENOMENA TRANSJAKARTA SEBAGAI MEDIA BERIKLAN DI JAKARTA
DOI:
https://doi.org/10.26742/atrat.v6i1.581Abstrak
TransJakarta or busway as one of a means of transportation alternative in jakarta, having the character of a different from regular buskota in jakarta, and comfort a public facility is equivalent to private vehicles. So that busway potentially as a medium of communication in the problem of a multi-dimensional, including the media commercial took out an ad in jakarta. This research attempts to of discovering the character busway as a transportation systems and from the findings producing such potential media at busway, especially through media took out an ad approach sociology design and the theory of marshall mcluhan. With a qualitative approach deskripif. This research take an object in busway corridors 1 until corridor 3 of a whole 7 corridor. That is because the three has been being a medium advertise.The result of this research with the sociology design and dictum mcluhan has proved the truth that busway is a phenomenon or fact transport new in the jakarta residents, because of his character also made busway as the phenomena advertise in jakarta media. Character busway considered to have a positive image in the sense of good and profitable because hidden message exclusive of pallor, so as to be the key creative people to explore busway as a medium advertise.
Keywords: Phenomenon, TransJakarta, Advertising Medium
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TransJakarta atau busway merupakan salah satu alat transportasi alternatif yang memiliki karakter berbeda dengan buskota reguler di Jakarta. Kenyamanan fasilitas publik ini setara dengan kendaraan pribadi, sehingga berpotensi sebagai media komunikasi dalam permasalahan multi dimensi, termasuk media beriklan komersial di Jakarta. Penelitian ini bertujuan untuk menemukan karakter sistem transportasi dan potensi media pada busway, terutama media beriklan melalui pendekatan sosiologi desain dan teori Marshall McLuhan. Dengan pendekatan kualitatif deskripif, penelitian ini mengambil obyek pada busway koridor 1 s/d koridor 3 dari keseluruhan 7 koridor. Alasannya adalah karena ketiganya telah terealisasi menjadi media beriklan. Hasil penelitian ini telah membuktikan bahwa busway adalah sebuah fenomena/ fakta transportasi yang baru dalam masyarakat warga Jakarta dan sekitarnya, oleh karena karakternya juga telah menjadikan busway sebagai fenomena media beriklan di Jakarta. Karakter busway dinilai memiliki citra yang ‘positif’ dalam arti baik dan menguntungkan karena tersembunyi pesan ‘eksklusif’ dari pembawaannya, sehingga menjadi kunci orang-orang kreatif untuk mengeksplorasi busway sebagai sebuah media beriklan.
Kata Kunci: Fenomena, TransJakarta, Media Beriklan
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