Aplikasi Lensa Teori Konstruksi Sosial dan Teori Pengaruh Sosial Bagi Mengkaji Faktor Penggunaan WhatsApp Sebagai Medium Komunikasi Organisasi

Che Su Mustaffa, Che Hasniza Che Soh, Zuraidah Abu Talib, Suhaini Muda

Abstract


Teori Konstruksi Sosial mengandaikan perkembangan teknologi komunikasi dalam organisasi menyebabkan kakitangan organisasi berkongsi makna dan tindakan sebagai respon terhadap teknologi berkenaan. Manakala, Teori Pengaruh Sosial pula menerangkan bagaimana penggunaan aplikasi teknologi baharu seperti media sosial mempengaruhi persekitaran. Kedua-dua teori ini  menekankan bahawa penggunaan media sosial seperti WhatsApp telah mengambil alih peranan komunikasi tradisional dan kini menjadi medium utama dalam komunikasi organisasi. Sehubungan itu, kajian ini dijalankan bertujuan untuk mengenal pasti faktor penerimaan WhatsApp sebagai medium interaksi antara kakitangan berdasarkan kepada andaian yang terdapat di dalam kedua-dua teori berkenaan. Kajian ini secara khususnya mengaplikasikan kaedah kualitatif bagi tujuan memahami fenomena penggunaan WhatsApp sebagai medium interaksi. Data diperolehi melalui temubual mendalam dengan kakitangan pengurusan peringkat pertengahan di sebuah universiti awam. Kesemua informan merupakan kakitangan yang telah berkhidmat melebihi lima tahun dan menggunakan WhatsApp untuk urusan berkaitan dengan kerja. Transkripsi temubual dianalisis menggunakan analisis tematik berdasarkan Teori Konstruksi Sosial dan Teori Pengaruh Sosial. Hasil kajian menunjukkan bahawa gabungan faktor konstruksi sosial dan pengaruh sosial dapat menjelaskan tentang faktor penggunaan WhatsApp serta implikasinya dalam kalangan kakitangan organisasi. Kajian ini menyumbang kepada pengukuhan andaian yang terdapat dalam Teori Konstruksi Sosial iaitu fleksibiliti interpretatif, toleransi, sosio budaya, dan kestabilan, serta andaian yang terdapat dalam Teori Pengaruh Sosial iaitu pematuhan, identifikasi, dan internalisasi. Kajian ini juga telah menyumbang kepada penambahan kajian berkaitan dengan penggunaan teknologi komunikasi serta mengukuhkan teori yang berkaitan dengan aspek berkenaan.

 

Kata kunci: Media sosial, WhatsApp, kajian kualitatif, teori konstruksi sosial, teori pengaruh sosial.

 

https://doi.org/10.17576/JKMJC-2021-3704-20


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References


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