Memanipulasi Kehendak Publik dengan Friction Shifting Theory

Introduction

This tutorial explores the Friction Shifting Theory, a mass communication theory designed to influence public discourse on social media platforms. Developed by Ferry Irwandi for his PhD dissertation, this theory focuses on changing recommendation algorithms and user engagement. The tutorial outlines actionable steps to apply this theory effectively in digital communication.

Step 1: Understand Friction Shifting Theory

• Definition: Friction Shifting Theory refers to the process of manipulating public will through strategic communication.
• Objective: The theory aims to enhance discussions around specific issues and topics by providing new perspectives.
• Key Components:
  • Output: The content you produce (videos, posts, etc.).
  • Outcome: The measurable impact of your content on public opinion.

Step 2: Identify Target Issues

• Research: Select issues that are currently relevant and can benefit from increased public discourse.
• Engagement: Look for topics that have low engagement but high potential for interest.
• Measurement: Establish metrics for success, such as increased shares, likes, or comments on your content.

Step 3: Create Engaging Content

• Format: Choose the right format (videos, infographics, articles) that resonates with your audience.
• Content Strategy:
  • Use storytelling to make complex issues relatable.
  • Incorporate visuals and data to support your arguments.
• Call to Action: Encourage your audience to participate in discussions or share your content.

Step 4: Leverage Social Media Algorithms

• Algorithm Understanding: Familiarize yourself with how social media platforms recommend content.
• Optimization:
  • Use relevant keywords and hashtags to improve visibility.
  • Post at times when your audience is most active.
• Engagement Techniques: Respond to comments and engage with your audience to foster community interaction.

Step 5: Analyze and Adjust

• Data Collection: Monitor engagement metrics regularly to assess the impact of your content.
• Feedback Loop: Encourage feedback from your audience and adjust your strategies accordingly.
• Iterate: Continually refine your approach based on what works and what doesn’t.

Conclusion

Friction Shifting Theory provides a framework for influencing public discourse through strategic communication on digital platforms. By understanding the theory, identifying target issues, creating engaging content, leveraging social media algorithms, and analyzing results, you can effectively shift public will. Start implementing these steps to enhance your impact on social media discussions.