Andi, Windah (2016) Six Minutes Fame in YouTube: Eyeing Reputation of the Indonesian National Police Through Norman Kamaru’s Viral Video. Proceeding of International Conference of Communication Industry and Community. pp. 38-49. ISSN 9786027413900


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Indonesia is being listed among top five leading countries of social media users, noted by more than 88 million of audience in Internet with 81 % of them accessing new social media more than 1 hour in a day. YouTube, for example, has become one of the major platforms for many Indonesians to share videos of private moments, interact with each other or perform lip-synced which the latter activity apparently generates some uprising phenomenon of instant star. Not so long ago, Indonesians were being astounded by one of the INP (now a former officer) member who became a YouTube sensation, Norman Kamaru. Disseminated thorough social networking sites like any other viral video, this video reached millions of Indonesian online communities. One of the sounding themes in that bearing impression was some people considered his video has humanized reputation of the INP amidst all the cases that appear to discredit this Indonesian army force. The purpose of this essay is to elaborate how Norman’s video may promote a better reputation for Indonesia National Police among Indonesian society and how YouTube may possibly allow that to be happening. The first section describes about the video and how it becomes successful in gaining attention of Indonesians, while second section notes problems related to the reputation of The INP. The third section analyses how Norman’s video might improve the INP’s reputation. Finally, the essay’s last section addresses the potency of YouTube as a platform to support INP’s public relation campaigns by comparing YouTube to other PR tools. It is found that YouTube has brought videos of members of The INP to the attention Indonesian online communities. With rapid-fire delivery and acrid commentary, the videos enclose several public relation potencies related to the INP’s effort in revitalizing its reputation. In other word, the video’s high exposure and feedback is not only offers a better opportunity for INP to get closer to its public, it’s also confirms YouTube is a noteworthy platform for image building. Keywords: YouTube, viral video, public relations

Item Type: Article
Subjects: H Social Sciences > HE Transportation and Communications
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik (FISIP) > Prodi Komunikasi
Depositing User: Andi Windah, S.I.Kom, MComn&MediaSt
Date Deposited: 12 Jun 2017 02:30
Last Modified: 12 Jun 2017 02:30

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