Strategi Komunikasi•emberdayaan Ekonomi Perempuan Madura Berbasis Kearifan Lokal Madura
Abstrak: The life cycle of
Madurese women is full of local wisdom, which can be the basis of the improvement
of their economic welfare if it is well developed. Yet, the Madurese women are not
aware of this potential. Hence, the objective of this research is to design a
local wisdom based strategy to empower the economy of Madurese women. The
communication strategy is in the form of a model which is validated by Madurese
women. From the implementation of the model, then, the Madurese women
entrepreneur which is based on local wisdom is formed This research which was
conducted in Sampang regency applied descriptive qualitative analysis. This
research employed some methods, specifically (1) documentation analysis of the
result of the first research to design the strategy of madurese women
empowerment, (2) FGD, (3) action research to validate the strategy, (4)
observation, and (5) deep interview to accomplish the model of Madurese women
empowerment strategy From the data analysis the communication strategy is then
designed as follows: (1) the communicator is the successful businesman, TKB,
and the entrepreneur,' (2) the message is the entrepreneurship training with
direct practice as well as the training of how to create creative industrial
product which matches the local potential; (3) the media is props and slide;
(4) the communicant is the member of kopwan. The communication strategy done by
the components of the communication above is as follow.. the communicator
visits the communicants and does an informal approach to give an entrepreneur
training in the field of industrial creativity which is based on the local
potential. The feedback may be gained directly and the face-to-face meeting is
carried out as informal as possible without classical format. Then, the
products as the result of their works are marketed directly to the Sara, i.e. by
visiting crowded places like traditional market or by conducting "grebeg
pasar7 The communication techniques in this communication strategy of the
economic empowerment of madurese women is persuasive technique, informative
technique, and human relation technique.
Keywords: communication
strategy, local wisdom, women empowerment, Madurese women entrepreneur
Penulis: Farida Nurul
Rahmawati, Nikrnah Suryandari, Netty Dyah Kurniasari
Kode Jurnal: jpkomunikasidd130014
