Pengaruh Terpaan Berita Negatif Joko Widodo di Media Massa dan Faktor Demografi (Usia, Jenis Kelamin, dan Tingkat Pendidikan) terhadap Citra Joko Widodo sebagai Presiden RI

Abstract

Since Joko Widodo was officially elected as Indonesia’s President on November 2014, the news about Joko Widodo often became headlines in various mass media such as prints, online, or television. However, some survey results showed that the news about Joko Widodo tend to be negative. This negative news could affect the image of Joko Widodo as a President in the eyes of the public. Although the mass media have the power to influence the image, the response given by public for every information they got from mass media was different. It is influenced by their demographical factors like age, gender, and educational level because those factors could determine how people accepting and processing the messages given by mass media. This is a quantitative research with explanative type, which aims to determine the effect of negative news exposure about Joko Widodo in mass media and demographical factors (age, gender, and educational level) toward Joko Widodo’s image as Indonesia’s President. The theories used in this research are The Theory of Dependency Mass Communication Effect and Social Category Theory. This research used a purposive non random sampling technique and taken a sample of 100 people in Semarang. The primary data was analyzed using hierarchical multiple regression with the help of SPSS program. The statistical calculations showed that there is a direct effect of negative news exposure about Joko Widodo in mass media toward Joko Widodo’s image as Indonesia’s President with significance score 0.000 (<0.05). Meanwhile, negative news exposure about Joko Widodo in mass media toward Joko Widodo’s image as Indonesia’s President through age and gender showed significance score 0.426 and 0.337 but through the educational level obtained significance score 0.049 (<0.05). The result showed that there is an effect of negative news exposure of Joko Widodo in mass media toward Joko Widodo’s image as Indonesia’s President through educational level but there is no effect through age and gender.