Paramita, Irena (2009) MANAJEMEN KOMUNIKASI PENCITRAAN PERGURUAN TINGGI BERBASIS ISLAM DALAM RANGKA PENGENDALIAN GAYA BERPENAMPILAN MAHASISWA Studi di Universitas Muhammadiyah Malang. Other thesis, University of Muhammadiyah Malang.


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The research based on the phenomena of various fashion style of University of Muhammadiyah Malang (UMM) students and some of them far from Islamic based college image. This variety could create a bad determination to UMM, so that UMM as the most pioneered University in East Java should be able to keep and maintain the good reputation created this far. The researcher was interesting to study it in a research revealed how the image communication management which was done by UMM in controlling the student’s style. Management in theoretical way considered various management functions. The management function according to the version of Henry Fayol consisted into four phases, they were: (1) planning as a process to state objective and goal expected and taking strategic steps to reach the objectives; (2) organizing as order process; (3) directing as motivation process in every member in organization; (4) controlling, aimed to see whether organization had fit the previous plan. Image was the main objective and also reputation and achievement to reach for public relations. The image definition itself intangible and couldn’t be measured in mathematic way, but it could be felt from the good or bad determination as acceptance and positive perception from the society, while fashion style is characteristic owed by all individuals as self-identity image. It is an effort to show his/her existence to the neighborhood. Information which was wanted by the researcher was descriptive information. That’s why the research was done by qualitative approach used emical perspective approach, which the research data consisted of narration, detail story, revealing and original language which was constructed by respondents or informers, without any information and interpretation from the researcher (Hamidi, 2007:125). Data collection technique used semi-structured interview, participative observation, passive, and documentation. Data analysis technique processed in induction-interpretation-conceptualization. Data validation technique used source triangulation by three ways. They were: (1) comparing observation data with interview data; (2) comparing condition and perspective with various opinion and view; (3) comparing interview with related document. Research in University of Muhammadiyah Malang showed that image communication management in fashion style applied by University of Muhammadiyah Malang used management function. Management function fit with theories were theory according to Henry Fayol. By this managemet function, there applied image communication choice as: (1) building the student’s discipline through the head of university’s rule; (2) socialization of UMM as religious proselytizing media; (3) religious proselytizing through university activity; (4) persuasive communication technique; (5) commercials. The public was no longer protested the fashion style of UMM students which out of the Islamic based college image since they didn’t use yashmak in college activities, and received UMM position as proselytizing University which focused on process. The students were get better by the students discipline.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Social and Political Science > Department of Communication Sience
Depositing User: Anggit Aldila
Date Deposited: 26 Jun 2012 04:50
Last Modified: 26 Jun 2012 04:50

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