Dari Proraganda ke Viralitas: Reinterpretasi Teori Lasswell pada Era Digital - Eriyanti Nurmala Dewi; Dewi Christina Marbun; Faiz Mujahid (Jurnal Riset Manajemen Komunikasi, 2026)
Abstrak. Penelitian ini menganalisis relevansi teori Lasswell pada era media sosial, mengkaji transformasi elemen-elemen komunikasi, serta posisi algoritma sebagai komponen integral model komunikasi modern. Penelitian menggunakan pendekatan kualitatif dengan metode studi literatur, menelusuri sumber akademik dari Google Scholar, Scopus, Garuda Kemendikbud, dan Science Direct. Analisis data menggunakan model interaktif Miles dan Huberman (reduksi data, penyajian data, penarikan kesimpulan), dengan landasan teori Model Komunikasi Lasswell, Participatory Culture (Jenkins), Network Society (Castells), dan Algorithmic Communication (Gillespie). Hasil penelitian menunjukkan seluruh unsur model Lasswell mengalami transformasi signifikan: unsur "Who" berkembang dari institusi media menjadi influencer, content creator, buzzer politik, hingga kecerdasan buatan; "Says What" berubah menjadi konten partisipatif, multimodal, dan dinamis yang dipengaruhi algoritma; "Channel" mengalami transformasi terbesar menjadi algorithmic channel yang menentukan distribusi dan visibilitas pesan; "To Whom" bergeser dari audiens pasif menjadi prosumer aktif dan tersegmentasi; serta "Effect" mencakup viralitas, echo chamber, dan mobilisasi sosial berbasis platform. Penelitian menyimpulkan bahwa teori Lasswell tetap relevan sebagai fondasi analisis komunikasi massa tetapi memerlukan reinterpretasi konseptual agar adaptif terhadap ekosistem komunikasi digital. Abstract. This study analyzes the relevance of Lasswell's theory in the social media era, examines the transformation of communication elements, and explains the position of algorithms as an integral component of modern communication models. The research employs a qualitative approach using a literature study method, drawing on academic sources from Google Scholar, Scopus, Garuda Kemendikbud, and Science Direct. Data analysis uses the Miles and Huberman interactive model (data reduction, data display, and conclusion drawing), grounded in Lasswell's Communication Model, Participatory Culture (Jenkins), Network Society (Castells), and Algorithmic Communication (Gillespie). The findings show that all elements of Lasswell's model have undergone significant transformation: "Who" has evolved from media institutions into influencers, content creators, political buzzers, and artificial intelligence; "Says What" has shifted toward participatory, multimodal, and dynamic content shaped by algorithms; "Channel" shows the most substantial transformation into an algorithmic channel that determines message distribution and visibility; "To Whom" has shifted from passive audiences to active, segmented prosumers; and "Effect" now encompasses virality, echo chambers, and platform-based social mobilization. The study concludes that Lasswell's theory remains relevant as a foundation for mass communication analysis but requires conceptual reinterpretation to adapt to the digital communication ecosystem.