Privatisasi Iklan Konvensional di Ruang Publik

Meutia Braniwati

doi:10.37802/candrarupa.v4i1.815

Authors

Meutia Braniwati Universitas Bina Nusantara

DOI:

https://doi.org/10.37802/candrarupa.v4i1.815

Keywords:

Advertising, Convention, Conventional Media, Privatization, Public Space

Abstract

Public space is a place that serves to conduct and develop social interactions and plays an important role in maintaining environmental aesthetics. Public space is a place that cannot be separated from the existence of an advertisement. In today's era, advertising development is rampant in both digital and conventional advertising. Conventional advertising is one of the strategies in media to attract audiences in a wide range and in a relatively short time. However, the negative impact that arises is on the public space component, especially advertising in the road or sidewalk area where there is no convention from the local government. Public space is used as a promotional event for both products and services in a conventional manner. This causes a change where public space becomes a privatized space where some advertisers use public space as an economic activity. The research method used is descriptive qualitative analysis to obtain the availability of public space elements and the use of public space related to the use of public space for conventional advertising promotion activities. The findings show that the privatization of conventional advertising in public space will continue to grow from time to time so that an order is needed so that the realization of public space is free from exposure to visual problems including clutter and disorder in urban space. The level of effectiveness, aesthetics, and continuity in the physical dimension of space is also needed because it affects the beauty and comfort of public space. Thus, conventional advertisements in public space areas that are convention in nature need to be considered so that the environment is maintained and problems related to visual waste do not arise.

References

A. Faidlatul Habibah and I. Irwansyah, “Era Masyarakat Informasi sebagai Dampak Media Baru,” Jurnal Teknologi Dan Sistem Informasi Bisnis, vol. 3, no. 2, pp. 350–363, Jul. 2021, doi: 10.47233/jteksis.v3i2.255.

E. Purwanto, “Privatisasi Ruang Publik dari Civic Centre Menjadi Central Business District (Belajar dari Kasus Kawasan Simpang Lima Semarang),” TATA LOKA, vol. 16, no. 3, pp. 153–167, 2014, [Online]. Available: http://www.kompas.com/kompas-cetak/0110/24/metro/kemb18.htm

L. Suminar, S. Khadijah, and R. H. Nugroho, “Pola Aktivitas Pemanfaatan Ruang Terbuka Publik di Alun-Alun Karanganyar,” Jurnal Arsir, Edisi Khusus, pp. 1–12, 2021.

P. A. H. E. Saputra, W. Sasongko, and J. Parlindungan, “Hubungan Kualitas Ruang Publik Terhadap Terbentuknya Keterikatan Tempat di Kawasan Perkantoran Terpadu Kota Batu,” Planning for Urban Region and Environment , vol. 11, no. 1, pp. 19–30, 2022.

A. Amin, A. Akil, and M. V. Patandianan, “Kajian Nilai dan Fungsi Sosial Ruang Publik Studi Kasus: Kawasan Pantai Losari Makassar,” Jurnal Wilayah dan Kota Maritim, vol. 2, no. 1, pp. 11–22, 2014.

S. Gisela and D. Anggraini, “Wadah Interaksi Sosial dan Sarana Kreatif Di Kemayoran, Jakarta Pusat,” Jurnal Sains, Teknologi, Urban, Perancangan, Arsitektur (Stupa), vol. 2, no. 1, pp. 1047–1060, Jun. 2020, doi: 10.24912/stupa.v2i1.6782.

E. D. Santoso and N. Larasati, “Benarkah Iklan Online Efektif untuk Digunakan dalam Promosi Perusahaan,” Jurnal Ilmiah Bisnis dan Ekonomi Asia, vol. 13, no. 1, pp. 28–36, May 2019, doi: 10.32812/jibeka.v13i1.99.

U. L. S. Khadijah, E. Rizal, S. D. Hadian, and L. Khoerunnisa, “Mengenal Media Promosi Konvensional sebagai Sarana Penyebaran Informasi Mengenai Destinasi Wisata Kedunglumpang Pangandaran,” Jurnal Ilmiah Pariwisata, vol. 26, no. 3, pp. 261–267, Nov. 2021, doi: 10.30647/jip.v26i3.1423.

K. Hasan, A. Utami, S. Eni, N. Izzah, and S. C. Ramadhana, “Komunikasi Di Era Digital: Analisis Media Konvensional VS New Media pada Kalangan Mahasiswa Ilmu Komunikasi Universitas Malikussaleh Angkatan 2021,” Jurnal Komunikasi Pemberdayaan, vol. 2, no. 1, pp. 56–63, 2023.

F. Junaedi, H. I. Pratama, R. R. Darojat, N. H. Nugraha, N. A. Basri, and R. A. Pradana, PELARI Pelanggaran Etika Periklanan. Yogyakarta: Buku Litera, 2022.

I. Yunita, S. Sihite, R. Septaningtyas, and W. Pangestu, “Penggunaan Media Periklanan Luar Ruangan di Masa Pandemi COVID-19,” Inter Komunika: Jurnal Komunikasi, vol. VI, no. 2, pp. 10–23, 2021.

R. Wahyudi and H. Nugroho, “Mengaburnya Ruang Publik dan Ruang Privat dalam Praktik Konsumsi Media Baru,” Jurnal Komunikasi, vol. 16, no. 2, pp. 101–112, Apr. 2022, doi: 10.20885/komunikasi.vol16.iss2.art1.

W. L. Mukromin, “Media Sebagai Lembaga Sosial dan Komersial,” Jurnal Al-Nashihah, vol. 3, no. 2, pp. 135–160, 2019.

P. Saniscara, “Media Luar Ruang Serta Dampaknya Terhadap Kualitas dan Lingkungan Hidup Masyarakat,” Jurnal Dimensi DKV Seni Rupa dan Desain, vol. 7, no. 2, pp. 163–174, 2022, [Online]. Available: https://radarsurabaya.jawapos.com/jatim/28/01/2020/komisi-a-videotron-

D. Hantono, “Pengaruh Ruang Publik Terhadap Kualitas Visual Jalan Kali Besar Jakarta,” Arsitektura, vol. 15, no. 2, pp. 532–540, 2017.

J. Ani, B. Lumanauw, and J. L. A. Tampenawas, “Pengaruh Citra Merek, Promosi Dan Kualitas Layanan Terhadap Keputusan Pembelian Konsumen pada E-Commerce Tokopedia di Kota Manado,” Jurnal EMBA, vol. 9, no. 2, pp. 663–674, 2021.

G. A. Putra and D. Triwahyono, “Analisa kualitas visual dan non visual ruang publik yang berbasis CSR. Studi kasus: Taman Nivea Malang,” Jurnal PAWON, vol. 4, no. 2, pp. 123–134, 2020.

S. Carr, M. Francis, L. G. Rivline, and A. M. Stone, Public Space. United States of America: Cambridge University Press, 1992. [Online]. Available: https://www.researchgate.net/publication/283339373

G. S. Kalmegh, “Digital Marketing Vs. Traditional Marketing-A Comparative View,” International Journal of Research in Engineering and Science (IJRES) ISSN, vol. 10, no. 5, pp. 35–38, 2022, [Online]. Available: www.ijres.org

M. E. SURYANTO, J. Adianto, and R. T. GABE, “Accommodating the Informal Economy in Public Space: The Intricate Political and Spatial Arrangements at an Indonesian Street Market,” Source: Urbani Izziv, vol. 31, no. 1, pp. 89–100, 2020, doi: 10.2307/26928560.

C. Saxena, “Effectiveness Of Advertisement: Traditional Vs. New Media,” Journal of Contemporary Issues in Business and Government, vol. 27, no. 1, pp. 2447–2455, 2021, [Online]. Available: https://cibg.org.au/

I. Aditya, “Sampah Visual Iklan Komersial dan Reklame Politik Memprivatisasi Ruang Publik.” Accessed: Mar. 05, 2025. [Online]. Available: https://www.krjogja.com/opini/1242450529/sampah-visual-iklan-komersial-dan-reklame-politik-memprivatisasi-ruang-publik

T. Wahyuni, “Hubungan Antara Etika dan Estetika Budaya,” in Modul Perkuliahan pertemuan ke-10, 2019.

P. Rianto, “The Loss of Public Sphere: Outdoor Advertising and Commercialization of Public Spaces in Sleman, Yogyakarta, Indonesia,” Jurnal Komunikasi: Malaysian Journal of Communication, vol. 36, no. 1, pp. 509–522, 2020, doi: 10.17576/JKMJC-2020-3601-30.