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Oleh Annisa Widya Putri|Mahasiswa Semester IV Prodi komunikasi Dan Penyiaran Islam, STAI Al-Fatah
In the era of globalization that is increasingly connected, the boycott of Israeli products has become a global public concern. This action involves not only economic aspects, but also psychological and social aspects that influence people's choice of media to spread messages of support for Palestine. Media, both traditional and digital, play an important role in shaping public opinion and strengthening solidarity on this humanitarian issue.
Uses and Gratifications theory, introduced by Elihu Katz, Jay G. Blumler, and Michael Gurevitch, emphasizes that individuals actively select media that suit their psychological and social needs. Marianne Dainton (2018) asserts that this theory not only sees media as a means of conveying messages, but also highlights the reasons behind people's media choices. With a variety of media choices, individuals can fulfill needs such as seeking information, entertainment, self-identification, and social interaction.
Role of Traditional Media
Traditional media such as television, newspapers and radio play an important role in shaping public opinion through reporting, editorializing and analyzing events. Journalists and editors play a role in determining the framing or angle of the news, which greatly influences the way the public understands and responds to the boycott of Israeli products. Through certain framing, the media can present the boycott movement as a legitimate form of peaceful protest or vice versa, as a controversial action that has an impact on economic and political relations.
Role of Social Media
Social media such as Twitter, Facebook and Instagram allow people to be actively involved in spreading information and opinions. The use of hashtags, memes and viral content is an effective means to invite public participation in the boycott movement. In addition, social media facilitates the formation of collective identity and a sense of solidarity, as individuals can identify with the values promoted by the movement.
Economic Impact of Boycott
The boycott of Israeli products by the global community has the potential to cause significant economic losses for Israel. An Al Jazeera report in 2018 stated that the boycott movement could cost Israel up to US$11.5 billion or around Rp180 trillion per year. Although the exact figure is difficult to ascertain, this potential loss shows the real impact of the boycott movement supported by the power of the media.
The media plays a central role in shaping public opinion and strengthening the movement to boycott Israeli products. Through the Uses and Gratifications theory, it can be understood that people actively choose media that suits their needs in conveying messages, building solidarity, and expanding the reach of action. Both traditional and social media contribute to disseminating information, shaping perceptions and encouraging public participation in this global humanitarian issue. []