Influencer Pendidikan dan Perubahan Lanskap Komunikasi Pembelajaran di Era Digital
Abstract
Perkembangan media digital telah melahirkan fenomena baru dalam dunia pendidikan, yakni munculnya influencer pendidikan sebagai aktor penting dalam membentuk gaya komunikasi pembelajaran di ruang daring. Penelitian ini bertujuan menganalisis peran content creator edukatif dalam membangun gaya komunikasi pembelajaran baru di platform digital, dengan fokus pada beberapa figur seperti Jerome Polin, Ruangguru, dan Zenius. Melalui pendekatan kualitatif berbasis observasi konten di YouTube dan TikTok, penelitian ini mengeksplorasi bagaimana strategi komunikasi, gaya bahasa, serta pendekatan visual digunakan untuk membangun hubungan interaktif dengan audiens. Hasil temuan awal menunjukkan bahwa influencer pendidikan tidak hanya berfungsi sebagai penyampai materi, tetapi juga sebagai komunikator budaya digital yang mampu menyesuaikan pesan edukatif dengan gaya komunikasi populer. Mereka menggabungkan unsur hiburan (edutainment) dan storytelling untuk menciptakan pengalaman belajar yang relevan, menyenangkan, dan mudah diakses. Dengan demikian, penelitian ini menyoroti pergeseran paradigma komunikasi pembelajaran dari model instruksional tradisional menuju model partisipatif dan dialogis yang ditopang oleh teknologi dan budaya digital.
References
Abidin, C. (2016). Visibility labour: Engaging with influencers’ fashion brands and #OOTD advertorial campaigns on Instagram. Media International Australia, 161(1), 86–100. https://doi.org/10.1177/1329878X16665177
Abidin, C. (2018). Internet celebrity: Understanding fame online. Bingley, UK: Emerald Publishing.
Anderson, T. (2008). Towards a theory of online learning. In T. Anderson (Ed.), The theory and practice of online learning (pp. 45–74). Edmonton, Canada: AU Press.
Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice-Hall.
Burgess, J., & Green, J. (2018). YouTube: Online video and participatory culture (2nd ed.). Cambridge, UK: Polity Press.
Chou, W. Y. S., Hunt, Y. M., Beckjord, E. B., Moser, R. P., & Hesse, B. W. (2009). Social media use in the United States: Implications for health communication. Journal of Medical Internet Research, 11(4), e48.
https://doi.org/10.2196/jmir.1249
Daft, R. L., & Lengel, R. H. (1986). Organizational information requirements, media richness and structural design. Management Science, 32(5), 554–571. https://doi.org/10.1287/mnsc.32.5.554
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92. https://doi.org/10.1016/j.pubrev.2010.11.001
Freire, P. (1970). Pedagogy of the oppressed. New York, NY: Continuum.
Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4), 635–650.
Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction. Psychiatry, 19(3), 215–229.
https://doi.org/10.1080/00332747.1956.11023049
Jenkins, H. (2006). Convergence culture: Where old and new media collide. New York, NY: New York University Press.
Jenkins, H., Ito, M., & boyd, d. (2016). Participatory culture in a networked era: A conversation on youth, learning, commerce, and politics. Cambridge, UK: Polity Press.
Katz, E., & Lazarsfeld, P. F. (1955). Personal influence: The part played by people in the flow of mass communications. Glencoe, IL: Free Press.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of social media influencers. Celebrity Studies, 8(2), 191–208. https://doi.org/10.1080/19392397.2016.1218292
Mayer, R. E. (2009). Multimedia learning (2nd ed.). New York, NY: Cambridge University Press.
McQuail, D. (2010). McQuail’s mass communication theory (6th ed.). London, UK: Sage Publications.
Moran, M. B., LoGerfo, J., & Huang, G. C. (2020). Influencer marketing in health and education communication: Emerging challenges and ethical considerations. Journal of Communication in Healthcare, 13(2), 105–113.
https://doi.org/10.1080/17538068.2020.1757211
Nasrullah, R. (2017). Media sosial: Perspektif komunikasi, budaya, dan sosioteknologi. Bandung, Indonesia: Simbiosa Rekatama Media.
Prensky, M. (2001). Digital natives, digital immigrants. On the Horizon, 9(5), 1–6.
Prensky, M. (2010). Teaching digital natives: Partnering for real learning. Thousand Oaks, CA: Corwin.
Rogers, E. M. (2003). Diffusion of innovations (5th ed.). New York, NY: Free Press.
Scolari, C. A. (2018). Teens, media and collaborative cultures. Barcelona, Spain: Universitat Pompeu Fabra.
Schramm, W. (1954). The process and effects of mass communication. Urbana, IL: University of Illinois Press.
Schunk, D. H. (2020). Learning theories: An educational perspective (8th ed.). New York, NY: Pearson.
Siemens, G. (2017). Learning analytics: The emergence of a discipline. American Behavioral Scientist, 61(10), 1383–1400.
Solis, B. (2012). The rise of digital influence. Altimeter Group.
Susanto, E. H. (2019). Komunikasi pendidikan di era digital: Transformasi peran guru dan media pembelajaran. Jurnal Ilmu Komunikasi, 17(2), 123–138.
Van Dijck, J. (2013). The culture of connectivity: A critical history of social media. Oxford, UK: Oxford University Press.
Vygotsky, L. S. (1978). Mind in society: The development of higher psychological processes. Cambridge, MA: Harvard University Press.
Ziv, A. (1988). Teaching and learning with humor: Experiment and replication. Journal of Experimental Education, 57(1), 5–15. https://doi.org/10.1080/00220973.1988.10873373
