PARTICIPATION OF THE ONLINE MEDIA AUDIENCE IN WINNING THE COMPETITION OF THE MASS MEDIA INDUSTRY IN INDONESIA

The background of this research is New Media or also called Online Media, now it has become an important and important need by the community, considering that today's life cannot be separated from Internet activities. This is the problem formulation of this research, the researcher wants to analyze how Liputan6.com can carry out media convergence according to market needs, so that liputan6.com can win the competition in the New Media or New Media industry. By looking at the formulation of the problem, it will be seen how the convergence in online media is carried out. This study uses a constructivist paradigm, a qualitative approach with data collection techniques, namely interviews and documentation data. Another theory used in this research is the Media Convergence Theory which was introduced by Henry Jenkins to take a technological approach, which states that online media must contain media convergence criteria, it is stated that online media can become economic convergence if it meets criteria containing elements of convergence, whether economic convergence or convergence, technology, social convergence, cultural convergence and global convergence which contains reducing the boundaries of space and time. The results of research on Liputan6.com stated that. In carrying out the Convergence of Coverage 6.com converges on the economy, on social and on culture, which is more directed at reporting to young people. In addition, Liputan 6.com also carries out cultural participation by creating affiliate program packages, expressions, collaboration of problem solving and connection. By engaging the audience with a term called citizen journalism, so that the audience will believe that what is conveyed contains elements of truth, and the last Commodification is Cybernatics where the limitations of space and time disappear when directed and packaged according to the purpose of Liputan6.com in informing the news. The results of the research on Liputan6.com can be concluded that Liputan6.com has fulfilled the elements in carrying out cultural participation in order to capture the competition in the New Media industry.