International Symposium Open, Distance and E-learning 2007

THE ROLE OF CABLE RADIO IN DISSEMINATING INFORMATION AND ADVANCING AWARENESS OF LOW LEVEL EMPLOYEES IN MANUFACTURE INDUSTRY
(CASE STUDY IN HM SAMPOERNA, RUNGKUT INDUSTRY AREA OF SURABAYA)

By:

Anang Sujoko Fitri Hariana Oktaviani

COMMUNICATION DEPARTMENT SOCIAL SCIENCES PROGRAM BRAWIJAYA UNIVERSITY 2007

Prepared by Anang Sujoko & Fitri Hariana, for ISODEL 2007, Bali Indonesia, 13-15 Nov 2007.

ABSTRACT The Role of Cable Radio in Disseminating Information and Advancing Awareness of Low Level Employees in Manufacture Industry (Case study in PT HM Sampoerna, Rungkut I Industrial Area of Surabaya) By Anang Sujoko and Fitri Hariana Oktaviani1 Efficient and effective information dissemination in a big size company that has many workers can be a demanding process, especially from the managerial level to the lower rank of employees. This is a complicated situation faced by many enterprises since the employees are one of the most important assets of those companies needing continuing and sequential education and training of rules and other information about the companys policy and facility. Therefore, it is imperative to find out alternative media to spread the information effectively. One of the means to disseminate the information is using broadcasting radio. However, the option is not easily employed by the strict broadcasting regulation and the fact that the employees are converged to particular industry area. Cable radio, as one of the solutions to overcome the currently crowded broadcasting radio frequency, also can be one alternative to meet the need of working class in a mid size to big size company. The problem of the study composed in a research question how does cable radio conduct its dissemination functions to lower level employees? This is an important inquiry since the process can help reduce miscommunication and misinformation about managements policy. Also, the use of cable radio can maintain the workers working rhythm from its musical and entertainment broadcast. The research method applied in this study is action research. The data collection technique is taken by conducting interview of low level employees of SKT Rungkut I Surabaya, director of Sampoerna Radio. Besides, there is other source of data taken from the content of the radio program. The study shows the result that cable radio can be a means to disseminate information needed by workers. In the first four moths of the research, all of the respondents show 10% interest in information program in cable radio. However after the improvement of the quality and creativity of the information program, the interest to this program raise up to 40%. From this research, it is found out that those who previously lack of awareness about the policy related to employees welfare become informed with the details of the information and subsequently know how to make use of it. Further result shows that the announcement of employees achievement quality index which did not publicized before gives significant improvement to the motivation of the employees. This study can contribute significance to bigger company or other segmented society including community radio aspiring to spread information through cheaper, and more effective alternative media.

Lecturers at Social Science Program, Brawijaya University.

Prepared by Anang Sujoko & Fitri Hariana, for ISODEL 2007, Bali Indonesia, 13-15 Nov 2007.

INTRODUCTION Communication plays an important role in the human interaction process. The interaction is very crucial especially when it comes to the human relationship in an organization tied in a legal affiliation such as interaction among employees or between employees and management in a company. Company, as the domain of human interaction, manages how a communication procedure is able and allowed to be conducted internally and externally. It also has power over the way communication is carried out vertically and horizontally within its system. In managing and organizing a company, there is a need of effective communication among all the elements involved in the process. Here, information dissemination becomes an important tool to deliver the intentions and messages of the communicators, who in this context may need more than a face to face communication, to the communicants. Effective communication contains fine information dissemination that is required in the operation of a company. It is important to a company to have the effective communication to preserve in their management process. If it has effective communication in their system, the company will have opportunity to develop its human resources into certain expected degree. There are some examples in this matter. First, effective communication carried out by management to employees leads to the better understanding of the rules and policies of the company. It takes a long and staged process to spread information from top management to low level labors. Therefore, sometimes it is difficult to the low level labors, especially in a big enterprise, to obey, understand, or even recognize the rules or policies that have been established by management. As a result, they do not have proper knowledge on this matter and often results in misunderstanding and misconception about those rules and policies. This situation is not expected to happen in a good management process. Second, company can use effective communication as a means to motivate the workers about their duties and responsibility. Thus, the objective of the company to encourage and stimulate their productivity can be achieved. There are many ways to reach an affective way of communication. It depends on the level of education and reference background. For director level, direct communication

Prepared by Anang Sujoko & Fitri Hariana, for ISODEL 2007, Bali Indonesia, 13-15 Nov 2007.

is the most effective way. This way is different with managerial level, they used to use intranet in almost all of their communication. The diagram below shows that the level of employee have different communication channels. Communication channels used; Based: those aware of respective channels. NO 1 2 3 4 5 6 Media One on one discussion with Intranet Lentera Magazine Bulletin bord Word of mouth Notice board % 94.3 76.5 73.1 80.3 93.3 82.2

Factory Workers NO Media % 1 Radio 88.5 2 Supervisor 96.3 3 Comic lentera 64.7 DEKA International marketing (P5c) on Lentera Edition 113-2007 However, efficient and effective communication in a big size company that has many workers can be a demanding process, especially from the managerial level to the lower rank of employees. This happens because there are many people with various intentions and messages to deliver at the same moments. Control of communication by the management becomes less accurate. Often, the employees do not understand the rules of the company well. The implication is that they do not utilize their own rights, and sometimes they even do not have enough motivation they actually can posses. If the information dissemination does not take place smoothly, sometimes it creates distortion of the message or even communication dysfunction. This is a major problem need to face by many enterprises, especially those that do not have a good communication system. Therefore, the selection of the media turns out to be one alternative to fulfill the urgent need of communication means. According to Deka, radio is the most popular mass media which factory workers used. This research was held at PT HM Sampoerna, Rungkut I, especially in SKT workers. The main problem in this action research is how the radio is used to disseminate information and motivate employees. RESEARCH METHODS

Prepared by Anang Sujoko & Fitri Hariana, for ISODEL 2007, Bali Indonesia, 13-15 Nov 2007.

This research uses action research which consisted of three interlinked phases; preliminary literature review, systematic review & direct consultative process and data synthesis. Data are collected by Focus Group Discussion, depth interview, radio content analysis and secondary data from HRD. THEORITICAL FRAMEWORK Learning theories emphasize that learning a new, complex pattern of behavior, normally requires modifying many of the small behaviors that compose an overall complex behavior. Reinforcement describes the consequences that motivate individuals either to continue or discontinue behavior. Most behaviors are learned and maintained under fairly complex schedules of reinforcement and anticipated future rewards. Future rewards or incentives may include physical consequences, extrinsic rewards, and intrinsic rewards. However, in organization that consists of massive workers, learning activity can be a demanding process. There are many participants involved in the communication process, with different intentions, behaviors, and interests. Therefore, media can be one alternative to be used as means to educate the employees. This is in line with the opinion of Dennis that one of the functions of a media is to educate people, along with to give information and to play as a social control.2 Media can be a powerful tool to disseminate information to the target audience. Scholars also believe that media have potential for structuring issues for the public, which is called agenda setting function of media. Agenda setting establishes the salient issues or images in the mind of the public. It principally occurs because press must be selective in reporting the news. In this insight, there are two levels of agenda setting. The first establishes general issues that are important, and the second determines the parts or aspects of those issues that are important. Most of the times, media is used to function the second level of agenda setting. In this case, introducing and familiarizing the workers with companys policy, regulation, and other agenda is packaged in the cable radio broadcast to achieve the target established.

Dennis & DeFleur, 1996, Understanding Mass Communication: A Liberal Arts Perspective. Houghton Miffin Company, Boston, page 19-20.

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In theories of messages design, communicators use complex scenario to design messages that are in line with their intentions within the situations they face3. The messages are formed to match with the function. The management designs the message they want to spread to the employees by using certain strategies in order to reach the expected target. There are two theories in this tradition. The first is the theory of politeness by Brown and Levinson (1987). It states that everyday we design messages that protect or save face and achieve other goals as well. We use politeness as a way to reach our goal in communication. The second is the theory of Message Design Logic. Barbara OKeefee argues that people think differently about communication and messages, and they employ different logics in deciding what to say to another person in a given situation. Further, OKeefee outlines three possible message design logics that range from least person centered to most person centered4. First, the expressive logic which sees communication as a mode of self-expression for communicating feelings and thoughts. Its messages are open and reactive to nature, with little attention given to the needs or desires of others. Second, the conventional logic that sees communication as a game to be played by rules. Here communication is viewed as a means of self-expression that proceeds according to accepted rules and norms including the rights and responsibilities of each person involved. This logic aims to design messages that is polite, appropriate, and based on rules that everyone is supposed to know. The last is rhetorical logic that views communication as a way of changing rules through negotiation. Messages designed with this logic is most person-centered. They are outlined in flexible and insightful design so that various goals are integrated. LOCATION OF STUDY Research location is SKT factory of HM Sampoerna Unit Rungkut I, Surabaya. This factory has 6.000 employees with majority in female (85%) and male (15%). Percentage of their age is 70% between 35-55 years and 30% between 25 34 years old. SKT is the part of HM Sampoerna which has many employees as labors.
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Stephen W. Littlejohn. 2002. Theories of Human Communication. Seventh edition. Thomson Learning, California, USA., page 109
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Stephen W. Littlejohn. 2002. Theories of Human Communication. Seventh edition. Thomson Learning, California, USA, page 110-111 Prepared by Anang Sujoko & Fitri Hariana, for ISODEL 2007, Bali Indonesia, 13-15 Nov 2007.

TYPE OF DATA AND DATA ANALYSIS The primary data are collected from in-depth interview and focus group discussion from relevant sources. The data are gathered relevant to the research problems. The secondary data of broadcasting script is analyzed using content or document analysis. Content or document analysis is a research method applied to written or visual material for the purpose of identifying specified characteristics of the material5 Here, the document to be analyzed is the broadcasting script by broadcaster, type of songs played, and broadcasters accent aired in cable radio. It is aimed to find out the content of the broadcasting, message characters, composition of the broadcastings content and how it effects on the audience. RESULTS AND ANALYSIS Sampoerna Radio Cable radio is a type of radio which broadcast its content through cable and loud speaker. In the beginning, Sampoerna Radio had unspecified program and it is full music. In this period, radio was an entertainment media. After redesigned by Indago Marketing Consultant, this radio has been changed into regular commercial broadcasting radio. It has a liner, a jingle and programming. In the second month of early birth, Sampoerna Radio had more than 80% of entertainment (music) content and the rest 20% was information and voice of announcer. After some evaluations by Indago Marketing Consultant, the composition of the content was changed to be IME concept (Information, Motivating, and Entertain) with a priority in giving information, motivation and then entertainment. Entertainment does not mean playing music only but including of announcers voice and drama that has unique design. All radio programs are announced in familiar language which is used by the employees in everyday life (working hours), in this case they use Javanese language greeting (Surabaya style). For example, the radio has a liner, --dolor-dolor and bolo-bolo (English: fellows and brothers, -- informal and egalitarian). The use of unique symbol that related to the employees is a strategy to reach audience easily. This radio has special
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Donald Ary, et. Al, Introduction to Research in Education, - 2002 Wadsworth/Thomson Learning, Belmont, USA, page 442-443 Prepared by Anang Sujoko & Fitri Hariana, for ISODEL 2007, Bali Indonesia, 13-15 Nov 2007.

name for their audience so that if we combine them, we will get 234 (Dji Sam Su) SAMPOERNA. They have Cak Dji, Cak Sam, Ning Su ----Dji Sam Su. Cak Sam, Ning Poer and Ning Na (SAMPOERNA). These are the name of products of their company. As narrowcasting radio, it has four kinds of music, Indonesian Hit pop, Western Hit pop, Campursari and Dangdut (mainly Koplo dangdut). The operation of the radio lasts for 8 hours in working hour. For the initial 3 hours, it plays pop music, and after 10.00 am, the announcer gives dangdut songs (koplo) until 13.00, and then it is followed by campursari songs. To its extend as mass media, Sampoerna Radio also applies request form - method to identify the audiences responses. This method serves interactive discussion between audience and radio team as well. The other way to observe the audiences want is by composing an informal discussion at lunch forum with employees. Other programs are stretching, fitness, quality index, tips, drama, information form management, short talk show, etc. In the tenth month, the composition of radio program has changed to be 50% music, and 50% tips, talk-show, information and voice of announcer. Request program is reduced slightly. Dissemination of Information Media consumption is related to their media literacy. In line with their education, high school graduate, they have more tendencies to listening than reading. Dekas research shows this description in detail by the diagram that is taken from Sampoerna in 2007. This research describes that 88.5% of factory workers think radio as communication channels and only 64.7% of them think Lentera Comic as a communication channels in information dissemination. Employees feel personally and emotionally involved by using radios language and style. Informal language that adapt their audiences language make employees do not think hard to understand easily. They will be happy and comfortable. It means that the process of rhetorical logic is designed by the broadcasters to reach the desires of target audiences. Concerning to the spreading of information form top management to employees, the radio programmers does not package or translate in the Javanese language and style

Prepared by Anang Sujoko & Fitri Hariana, for ISODEL 2007, Bali Indonesia, 13-15 Nov 2007.

only, instead they repackage it with conversational language. The announcer has to improve to dialect speech in order to increase understanding and knowledge of employees. Many pun-words are created by interaction between announcer and audiences. For example, Leksi --- Trenggalek asli (Trenggalek - originated), nyengkut = kerja serius (working seriously), kempor = produktivitas rendah (low productivity), drongos kotos-2 = kerja ngoyo (working hard), etc. These pun-words become effective language to compose radio program. With the development of real Narrow casting radio, communication context will be built up more interactive and personally. Meanwhile, talk-show program that has 1.5 hour long is not interesting for audience and a wasted program, because they can not understand all message fully and integrally. After observing through lunch forum and FGD, the radio programmer changed the program into only 15 minutes of duration. And other change is this program is then guided by announcer with the audiences dialect, Javanese language and Suroboyoans style. Again, the management uses person-centered message design in order to deliver message containing education to the target audiences. All information about general affair, health, and compliance are important, but employee will understand well if this information is announced by radio and guided by announcer. They like and feel convenience with radio broadcast because the popular language and style of announcing make the messages become more interactive. Even, announcement about regulation and compliance seems to be quite attractive. However, concerning to the information that is related to welfare increase, the workers prefer to hear the announcement from the staff directly.

Motivating the Workers From the study, the employees have stated that the presence of the radio can be a motivator during working. It is showed by the high competition of workers quality index. It was once the quality index in Unit 9 dropped for two days because the system of loudspeaker in Unit 9 does not function. Quality index shows the quality of daily activities of each group and each unit. The broadcast is modeled by chart of songs, best groups, and best units for 15 minutes everyday. The program is created by using English special effect

Prepared by Anang Sujoko & Fitri Hariana, for ISODEL 2007, Bali Indonesia, 13-15 Nov 2007.

but it is conveyed by using Javanese language. Comments and motivations are delivered in Javanese, so they will feel ashamed if they are failed or lost. One of the employees, Kurnianto, always lost in unit competition then became motivated and finally he made to succeed, the cheers is in the air. The content of the broadcasting that has motivational value is conveyed by packaging the news about the achievement of the employees, either in the context of company or family. For example, there is a story about an employee of SKT whose three children hold a bachelor degree (S1). One of the children is a high achiever and is sent to Germany to study. The unique expression is by the end of the script, there is a saying sampean gak kepingin ta? or Dont you want to be like that? by using colloquial address of Suroboyoan. Next, to maintain the physical condition in giving work motivation, the radio also has the material content about stretching, fitness exercise every 10 am. They do light exercise which is led by the broadcaster. Compliance Department has its own way in delivering their message about compliance. The program is delivered using radio-play played by radio crew. The language used is clueless. For example, to keep sense of loyalty of employee, this department creates a play that contains advices. Part of script is, ---- Sampoerna wis menghargai sampean ki dhuwur lan cukup, laopo sampean sik nyambut gawe, jek ngene-ngene, sampean iki kudu sehat fisike lahir batine kerjo moleh istirahat, wong sampoerna wis nyukupi sampean (Sampoerna has given you the great salary, so do not look for the other jobs, you must be healthy physically and emotionally, after finishing work, please take a rest, Sampoerna has made your salary is adequate). The control of the audience becomes one of the major factors in determining the content material of the broadcasting. For example, on Friday, the female workers who do not go for Friday pray, got spiritual speech by AA Gym. But because they do not like it for some reasons, finally it is replaced by Kyai Makrufs speech delivered Javanese language. It also becomes the indicator that radio has become something important as the part of working atmosphere. Once when the issue about the second marriage of the clergy ignited, the female workers yelled to protest when the program aired was a speech by Aa Gym.

Prepared by Anang Sujoko & Fitri Hariana, for ISODEL 2007, Bali Indonesia, 13-15 Nov 2007.

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Whether the broadcast is enjoyed or not by the audience, it becomes something valuable for the management. It guides them how to compose the educational value that is acceptable for the audiences. By conducting such strategy to approach the target audiences which is the production workers, the management has made one step to reach effective communication with its workers. The result of the research shows that the workers feel deeply involved with the presence of radio cable as one of their activities partner. They are touched emotionally with the way they are treated. By doing this form of education, the management expects the best involvement of the employees in enforcing values, message, and education in industrial community. Finally, management of HP Sampoerna has a policy in radio broadcast to keep their motivation and work atmosphere. For example, everything that related to salary is a restriction message. This policy makes the workers feel secure to use cable radio as a means of communication. Summary and Suggestion 1. Radio is a popular media for factory employees in disseminating information and motivating. Radio has a flexibility character, while they are working, they can listen radio. How they will feel well, if information or announcement are broadcasted through this media is something that should be put on consideration by the management. Then, it is also popular because of the level of their media literacy. 2. Using conversational languagein daily their life, helps them to understand all of information. 3. Tips and drama that contain a compliance message will be received and understand well if these message are packaged in their everyday language and their own style. 4. Giving a good attention through personally designed program will improve their sense of proximity and sense of belonging to their company. 5. They are motivated to achieve the number one in Quality Index program and they are ashamed if announced in the lowest level. 6. Through cable radio, the producer develops the sense of togetherness from religious programs and lunch program.

Prepared by Anang Sujoko & Fitri Hariana, for ISODEL 2007, Bali Indonesia, 13-15 Nov 2007.

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7. The arrangement of the content is a vital activity in a cable radio. However, the entertainment concept is a main issue in radio context. It means that information and motivation has to be packaged in such a way so the audiences feel it as an entertainment. 8. The role of the broadcaster is essential in a cable radio. It means that they have to be equipped with communication skill relevant to the audiences. More than that, the ability to make improvisation and creativity for the fresh ideas is especially required in a radio for employees. 9. Study and theories that especially discuss the radio in a manufacture company has not been found so far by the researchers. Therefore, this study is expected to be an initial study to open the deeper study about employee radio in manufacture company.

Prepared by Anang Sujoko & Fitri Hariana, for ISODEL 2007, Bali Indonesia, 13-15 Nov 2007.

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