MORALITAS, PASAR DAN GERAKAN DAKWAH: Dinamika Literasi Generasi Milenial di Kota Palu, Sulawesi Tengah
https://doi.org/10.14421/jsr.v13i1.1565
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Abstract
The Literacy level of Indonesian is relatively low. It can be inferred from the number of people who access newspapers less than 10 percent of Indonesia’s population. Nonetheless not necessarily the publishing company is in total failure. In the midst of the relatively low of literacy rate, the number of newspapers grew rapidly especially after the New Order. This study aims to find out how the dynamics of the development of the publishing industry in the middle of the relatively low of literacy rate. This study employs qualitative research methods. Primary data is obtained by conducting observations, interviews and focus group discussions (FGD). The result show that despite a wave of a relatively of literacy rates and limited income power, the book Industry still survives and some of them very dynamics. This study also indicates that the popularity of Islamic book is not only depend on the establish publishers with there distribution network, but also the social environment factors of the readers.
Tingkat membaca di Indonesia tergolong rendah. Dapat dilihat dari jumlah penduduk yang mengakses suratkabar kurang dari 10 persen populasi Indonesia. Meskipun demikian, tidak serta merta industri penerbitan gagal total. Di tengah tidak kunjung membaiknya tingkat baca, jumlah surat kabar justru berkembang pesat selepas Orde Baru. Penelitian ini bertujuan untuk mengetahui bagaimana dinamika perkembangan industry buku di tengah minat baca yang rendah. Metode penelitian kualitatif, data primer diperoleh dengan melakukan observasi, wawamcara dan FGD. Hasil penelitian menunjukan bahwa meski diterpa gelombang tingkat baca yang rendah dan keterbatasan daya beli, industri buku masih bertahan dan sebagian lainnya bahkan berkembang sangat dinamis. Hasil penelitian kami menunjukkan bahwa buku-buku bertema keislaman yang memiliki jangkauan pembaca milenial paling luas adalah buku yang ditulis dalam bahasa yang sederhana, lugas dan sebagian cenderung puitis. Tingkat penetrasi buku populer yang diterbitkan oleh penerbit mapan di pasar pembaca tertentu tidak selalu berbanding lurus dengan kuatnya jaringan distribusi yang dimilikinya menyiratkan adanya faktor non-pasar yang turut menentukan. Faktor lingkungan sosial pembaca juga turut memediasi atau memfasilitasi penetrasi buku.
Keywords:
Literacy, Millenial, Generation, Da’wah MovementReferences:
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