IMPLEMENTATION OF COMMUNICATION ETHICS BY DIGITAL IMMIGRANT LECTURER TO DIGITAL NATIVE STUDENTS AS A COMMUNICATION STRATEGY IN ONLINE LEARNING IN SUMATRA UTARA UNIVERSITY

Abstract

The purpose of this study is to analyze the application of communication ethics by Digital Immigrant lecturers to Digital Native students as a communication strategy in online learning at the University of North Sumatra. The method used in this research is qualitative with a case study design on online learning. The subjects in this study were lecturers of the Digital Immigrant generation who were born before 1980 according to the Digital Immigrant theory by Marc Prensky, as well as students as the Digital Native generation used as source triangulation or data validity. Application of data collection techniques using non-participant observation, in-depth interviews and documentation studies. Furthermore, the data analysis technique used in this study is in accordance with the Miles and Huberman model, namely data collection, data presentation and drawing conclusions. The results of the study show that Digital Immigrant lecturers are a generation that upholds the ethics of media communication aimed at students of the Digital Native generation. The form of media communication ethics in online learning as a communication strategy is realized by establishing rules that must be obeyed by students such as activating cameras, setting a time limit for filling attendance and joining online discussion forums and using the comments column if students want permission. These four things are done with the aim of respecting and appreciating the existence of the lecturer, not interrupting the conversation when the lecturer is explaining the material, proof of attendance and seriousness of students in online learning.