|The Function of Rolling Stone Indonesia as Music Information Source to Its Readers|
|Wednesday, 01 December 2010 11:23|
GRADUATE SCHOOL OF COMMUNICATIONSName : Yarrania Aristi
THE LONDON SCHOOL OF PUBLIC RELATIONS – JAKARTA
MASTER OF ARTS IN COMMUNICATION STUDIES
Student No. : 02308022007
Thesis Title : The Function of Rolling Stone Indonesia as Music Information Source to Its Readers
Total Pages : 109 pages, 4 appendices
References : 35 books, 7 journals, 6 websites
Music is a universal language. Meanwhile magazine as a vector of pleasure could encourage the acquisition of knowledge and may play important role in the information of identity. A music magazine is a magazine that devoted to music and music culture. Music journalism has been acknowledged as an important space of mediation between artist and consumers and is accredited by the music industry as an important reference in promotion strategies.
But the problem here in Indonesia, music magazine won’t be surviving its existence like it does in other countries like United Kingdom and United States. Most music magazine in Indonesia failed to survive and tend to close down after reaching its third year of publication. But in 2005, among a tiny few of local music magazine in Indonesia, there is a franchise music magazine called Rolling Stone Indonesia that highlights not only the glitz and glam of music scene, but rather giving a personal narrative about the band and magazine in its in-depth feature reporting’s. Having survived its first three years of existence, now the magazine is deemed to be the most trustful music magazine in Indonesia to its readers. The study will examine the real
function of Rolling Stone Indonesia to its readers. A research is done to find out that is it true that Rolling Stone Indonesia is one of the most trustful music information source to its readers other than just an entertainin reading material. As stated in Jann S. Wenner’s official website, “Rolling Stone magazine’s success has proved a new readership and is always ready to respond to definitive music coverage, provocative interviews, awardwinning photography, and important investigative and political reporting”. Jann S. Wenner is the owner of Rolling Stone USA. Rolling Stone Indonesia is also adapting the writing concept of Rolling Stone USA.
This descriptive study aims to provide illustration on basic Functions of Media theory by Harold Lasswell. To support the findings, Uses and Gratifications theory is also used, as well as Information-seeking Behavior
theory to find out what are the reasons behind the information-seeking behavior of Rolling Stone Indonesia’s readers in Jakarta that make them choose this magazine to seek the expected needs. Brand Awareness theory is also used to support the perception of readers towards Rolling Stone Indonesia.
A triangular method is used in conducting the research involving a distribution of questionnaires to 105 Rolling Stone Indonesia readers in Jakarta, in-depth interviews with a number of readers and subscribers, indepth interview with the Vice President and editorial staff of Rolling Stone Indonesia, and reviews of relevant data from many media reports, newspapers, magazines, and websites.
The research is trying to obtain the perception about Rolling Stone Indonesia by the readers, as well as finding out what do they seek in music magazine. The research also seek to find out the real function of Rolling
Stone Indonesia to its readers, how they use the magazine, what are the readers’ needs and expectations, and at last, the gratifications they acquire by reading the magazine. From the survey findings achieved from the readers of Rolling Stone Indonesia readers and in-depth interview with the editors of the magazine, the study finds out that to be succeeded in keeping its existence, a music magazine has to maintain its characteristics of writing (in this case, using different approach and interesting angles in each articles and features, also give a remarkable in-depth reporting). But there is also some of marketing strategies that has to be done to support the life of the magazine. Marketing strategies should be an interesting subject to be further investigated if there will be a research on music magazine in the future.