Mediamorphosis Sebagai Strategi Pertahanan Eksistensi Radio Prambors 102,2 FM Jakarta

Liza Dwi Ratna Dewi, Faiz Fachreza


Environmental changes, especially the development of Communication Information Technology (ICT) required change. The process of changing media is known as mediamorphosis. This study determines the formulation of the problem: how is mediamorphosis carried out by Prambors 102.2 FM Radio (Prambors) as a strategy to maintain existence. This study uses the concept of Fidler's mediamorphosis and Castells’s network society. This study applies a qualitative descriptive method. Research subject is Prambors Management. Risearch object is Prambors metamorphosis. Primary data collection by interviewing resource persons: Agatha Theodora, Mayada Sugkar, Filnest Fandary; Observations on the Prambors multiplatform related to Kuis “Kabur Libur” and field observations at “Mendadak Sepedahan” event. Secondary data is collected via the internet from various sites. The research was conducted in June 2021 – April 2022. The analysis divides into 3 parts, namely: work method, media form and media content. In the past, the work method of program design were carried out by brainstorming creative teams, currently it is carried out by brainstorming or listener research which is packaged in various forms of quizzes. The data from this research is then processed by the creative team in a work program called story art. Media form that were originally on air and off air, now exist in multiplatforms that are popular with audiences by not leaving on air and off air. This form will continue to change following the desired form of media audiences. Content that used to contain songs, broadcasters and guest stars, now audiences are part of the content.


mediamorphosis, network society, Prambors 102,2 FM Radio

Full Text:



Abidin Achmad, Z., Juwito, J., Candrasari, Y., & Ashfaq, A. (2021). Advantages of implementing mediamorphosis in supporting Using-ethnic programs at Radio Sritanjung FM Banyuwangi Keuntungan penerapan mediamorfosis dalam mendukung siaran program etnis Using di Radio Sritanjung FM Banyuwangi. Jurnal Masyarakat, Kebudayaan Dan Politik, 34(2), 133–146.

Achmad, Z. A., & Ida, R. (2019). The shifting role of the listeners in the mediamorphosis process of culture radio: A case study of Jodhipati 106.1 FM. Masyarakat, Kebudayaan Dan Politik, 32(3), 240.

Biagi, S. (2015). Media Impact_Biagi.pdf (11th ed.). Cengage Learning.

Boediman, E. P. (2022). Media Sosial sebagai Media Baru dalam Perspektif Praktisi Public Relations pada Era Generasi Milenial. Avant Garde, 10(02), 217–232.

Bonini, T. (2014). The New Role of Radio And Its Public in The Age Of Social Network Sites. First Monday, 19(6), 115–121.

Castell, M. (2010). The Rise of the Network Society (2nd ed.). Wiley-Blackwell.

Datubara, B. M., & Irwansyah, I. (2019). Instagram TV: Konvergensi Penyiaran Digital dan Media Sosial. Mediator: Jurnal Komunikasi, 12(2), 251–263.

Fidler, R. (1997). Mediamorphosis: Understanding New Media. Sage Publications.

Hootsuite. (2022). Indonesian Digital Report 2022. In We Are Social (p. 113).

Marschlich, S., & Ingenhoff, D. (2021). Stakeholder engagement in a multicultural context: The contribution of (personal) relationship cultivation to social capital. Public Relations Review, 47(4), 102091.

Noor, J. (2017). Metodologi Penelitian Skripsi, Thesis, Disertasi & Karya Ilmiah. Penerbit Kencana.

Santa Soriano, A., & Torres Valdés, R. M. (2021). Engaging universe 4.0: The case for forming a public relations-strategic intelligence hybrid. Public Relations Review, 47(2).

Setiawan, B., & Latifa, A. (2019). Strategi Public Relations Radio Geronimo Yogyakarta dalam Mempertahankan Citra Perusahaan. Mediator: Jurnal Komunikasi, 12(2), 189–198.

Trinoviana, A. (2017). Strategi Konvergensi Radio Sebagai Upaya Perluasan Pasar Audience dan Iklan (Studi Kasus Pada Swaragama Fm (101.7 Fm), Geronimo Fm (106.1 Fm), Dan Prambors Radio (102.2 FM/95.8 FM)). Jurnal Komunikasi, 12(1), 35–50.

Wiriyanto, K., & Toni, A. (2021). Kendali Komunikasi Tim Produksi Program “Tikaudjo” pada Radio Bahana 101.8 FM Jakarta. Jurnal Lensa Mutiara Komunikasi, 5(1), 21–29.



  • There are currently no refbacks.

Copyright (c) 2023 Avant Garde

Creative Commons License
This work is licensed under a
Creative Commons Attribution-ShareAlike 4.0 International License. Visit to our university official website: