AI sebagai Aktor Fungsional dalam Sistem Media Daring dalam Perspektif Teori Sistem Sosial

Abstract

Penelitian ini menggambarkan peran kecerdasan buatan (AI) dalam strategi media online dan dampaknya pada Suara Merdeka Online. Berbeda dari studi sebelumnya yang banyak menyoroti aspek normatif dan psikologis, penelitian ini menawarkan perspektif sosiologi komunikasi melalui teori sistem (autopoiesis, pengkopelan terstruktur, dan diferensiasi fungsional). Metode yang digunakan adalah studi kasus  dengan wawancara pemimpin redaksi, pengamatan aktivitas editorial, dan analisis dokumen internal. Analisis data bertopang pada proposisi teoritis dengan teknik analisis pembangunan eksplanasi. Hasilnya menunjukkan AI berperan penting dalam strategi media, terutama untuk personalisasi pembaca, adaptasi terhadap tren, peningkatan efisiensi, dan pengurangan biaya. Dampak penerapan AI secara umum adalah positif. Temuan ini berimplikasi pada pentingnya pemanfaatan kecerdasan buatan dalam strategi media digital. Tujuan utama pemanfaatan tersebut adalah mempertahankan eksistensi media di tengah perubahan teknologi dan dinamika pasar. Secara lebih khusus, kecerdasan buatan dimanfaatkan dalam tiga area utama, yaitu produksi konten, analisis data, dan pengelolaan interaksi pengguna.

Keywords
  • Efisiensi operasional
  • Kebutuhan pembaca
  • Kecerdasan buatan
  • Strategi media
  • Teori sistem
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How to Cite
Nugraha, B., & Purwitasari, I. (2025). AI sebagai Aktor Fungsional dalam Sistem Media Daring dalam Perspektif Teori Sistem Sosial . Jurnal ISIP: Jurnal Ilmu Sosial Dan Ilmu Politik, 22(2), 120–139. https://doi.org/10.36451/jisip.v22i2.445
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