Strategi Penyuntingan Produk Kampanye SP4N-Lapor! Inspektorat Provinsi Jawa Barat

Abstract

Perkembangan media sosial mendorong instansi pemerintah memanfaatkan platform digital sebagai sarana komunikasi publik yang efektif, interaktif, dan mudah diakses untuk menyampaikan informasi kepada masyarakat. Inspektorat Provinsi Jawa Barat memanfaatkan media sosial melalui produksi konten kampanye dan Iklan Layanan Masyarakat (ILM) SP4N-LAPOR! sebagai media edukasi guna meningkatkan pemahaman masyarakat mengenai layanan pengaduan publik. Agar informasi dapat tersampaikan secara efektif dan menarik perhatian audiens, proses penyuntingan video memiliki peran penting dalam membangun alur visual, menjaga kesinambungan cerita, serta memperkuat penyampaian pesan. Proyek akhir ini bertujuan untuk menjelaskan strategi penyuntingan produk video pada konten kampanye media sosial dan ILM SP4N-LAPOR! yang diproduksi oleh Inspektorat Provinsi Jawa Barat, serta menganalisis peran penyuntingan video dalam meningkatkan kualitas penyampaian informasi dan menarik perhatian audiens di media sosial. Proses produksi video dilaksanakan menggunakan metode Multimedia Development Life Cycle (MDLC) yang terdiri atas enam tahapan, yaitu concept, design, material collecting, assembly, testing, dan distribution. Pengumpulan data dilakukan melalui partisipasi aktif selama proses produksi, observasi terhadap alur kerja, wawancara dengan pihak terkait, serta studi pustaka untuk memperoleh landasan teori yang mendukung analisis strategi penyuntingan video.

Hasil proyek menunjukkan bahwa proses penyuntingan video menerapkan strategi continuity editing yang meliputi teknik match on action, eye-line match, dan 180-degree rule. Penerapan teknik-teknik tersebut bertujuan untuk menjaga kesinambungan visual antaradegan, memperjelas alur cerita, menciptakan perpindahan adegan yang halus, serta meningkatkan kenyamanan audiens dalam mengikuti isi video. Teknik match on action digunakan untuk mempertahankan kesinambungan gerakan sehingga transisi antarsudut pengambilan gambar terlihat natural. Teknik eye-line match dimanfaatkan untuk mengarahkan fokus perhatian audiens terhadap objek atau informasi penting yang ingin disampaikan. Sementara itu, penerapan 180-degree rule berfungsi menjaga konsistensi orientasi ruang dan arah pandang karakter sehingga penonton tidak mengalami kebingungan terhadap posisi objek maupun alur percakapan dalam video.

Penerapan strategi penyuntingan tersebut menghasilkan video kampanye media sosial dan ILM SP4N-LAPOR! yang lebih runtut, komunikatif, dan mudah dipahami oleh audiens. Penyuntingan video berperan dalam mempertahankan perhatian penonton serta mendukung penyampaian pesan mengenai pentingnya partisipasi masyarakat dalam melaporkan permasalahan pelayanan publik melalui SP4N-LAPOR!.

The development of social media encourages government agencies to utilize digital platforms as an effective, interactive, and easily accessible means of public communication to convey information to the public. West Java Provincial Inspectorate utilizes social media through content production Campaign and Community Service Advertisement (ILM) SP4N-LAPOR! As an educational media to increase public understanding of public complaint services. So that information can be conveyed effectively and attract attention Audience, the video editing process has an important role in building a visual flow, maintaining the continuity of the story, and strengthening the delivery of the message.

This final project aims to explain the strategy of editing video products on social media campaign content and ILM SP4N-LAPOR! Which is produced by the West Java Provincial Inspectorate, as well as analyzing the role of video editing in improving the quality of information delivery and attracting the attention of the audience on social media. The video production process is carried out using the Multimedia Development Life Cycle (MDLC) method which consists of Over six stages, namely concept, design, material collecting, assembly, testing, and distribution. Data collection is carried out through active participation during the production process, observation of workflow, interviews with related parties, and literature studies to obtain a theoretical foundation that supports the analysis of video editing strategies.

The results of the project show that the video editing process applies a continuity editing strategy that includes match on action, eye-line match, and 180-degree rule techniques. The application of these techniques aims to maintain the visual continuity between scenes, clarify the storyline, create a smooth transition of scenes, and increase the comfort of the audience in following the content of the video. The match on action technique is used to maintain the continuity of the movement so that the transition between shooting angles looks natural. The eye-line match technique is used to direct the focus of attention Audience towards the object or important information that wants to be conveyed. Meanwhile, the implementation of the 180-degree rule serves to maintain the consistency of the spatial orientation and the direction of the character’s gaze so that the audience does not experience confusion towards The position of the object or the flow of the conversation in the video. The implementation of the editing strategy resulted in a social media campaign video and ILM SP4N-REPORT! Which is more concise, communicative, and easy to understand by the audience. Video editing plays a role in maintaining the attention of the audience and supporting the delivery of messages about the importance of Community participation in reporting public service problems through SP4N-LAPOR!.