YOUTUBE DAN KEBHINNEKAAN (PERSEPSI AKADEMISI TERHADAP YOUTUBE SEBAGAI MEDIA ALTERNATIF PENYAMPAI PESAN KEBHINNEKAAN)

Abstract

This research is motivated by the rise of negative news concerning the issue of SARA,
radicalism and so on that spread in cyberspace. Social media becomes the easiest place to spread
content like this because of the easy access given to share any posts. Youtube as the largest videobased
social media became one of the reference individuals to find information based on audio and
visual. An academic with his academic background has a certain perception of this youtube media
in conveying the message of diversity.
By using qualitative approach interpretive and case study method, hence got result of
research conducted by academics at Slamet Riyadi University. From the attention variables
obtained that someone's motive in watching youtube impressions is to know the clarity of an
existing information, because of this media based on audio visual. While the external factor of this
variable is the ease of using youtube to share in multi platform. For Interpretation variables
obtained that the value of the individual is in terms of usefulness using this medium is to increase
knowledge, also in the satisfaction as a place of entertainment. In the experience variables from
individuals in the world of academics are for improving interest for pay attention to topics related
to education. Then, in the culture variables, namely religion and belief become the basis in
perceiving a show that contains SARA issues. Individuals want to see how religion deals with
emerging issues. Then, in the expectations variables shows how individual expectations to further
multiply positive content in social media in order to muffle the negative content so that the
diversity of the Indonesian nation more realized.
Kata kunci: Youtube, Kebhinnekaan, persepsi, akademisi, media alternatif