FRISTIANTRY, ANDINI ZENI (2025) STRATEGI KOMUNIKASI PERSUASIF RUMAH DUNIA DALAM KEGIATAN EDUKASI LITERASI. S1 thesis, UNIVERSITAS SULTAS AGENG TIRTAYASA.
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Abstract
This study aims to describe the persuasive communication strategies implemented by the Rumah Dunia community in literacy education activities in Kampung Ciloang, Serang City. Rumah Dunia is a literacy center actively promoting reading and writing culture in the Banten region. The background of this research is the low level of literacy awareness among the local community, as reflected in the limited reading and writing habits in daily life. This study employs a qualitative approach with a case study method. Data were collected through in-depth interviews, participatory observation, and documentation. Data analysis was conducted using the interactive model by Miles and Huberman, which includes data reduction, data display, and conclusion drawing. The findings reveal that Rumah Dunia’s persuasive communication strategies encompass the psychodynamic approach (understanding the emotional needs of the community), the sociocultural approach (integrating local values and culture), and meaning construction (creating new awareness about the importance of literacy). These strategies are implemented through activities such as writing workshops, book discussions, art performances, and personal engagement. Challenges faced include low literacy awareness, limited access to resources, and inconsistent community participation. Nevertheless, these strategies have succeeded in gradually increasing public involvement and fostering a culture of literacy. This study is expected to serve as a reference for other literacy communities in developing effective communication strategies for community empowerment.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Penelitian ini bertujuan mendeskripsikan strategi komunikasi persuasif yang diterapkan oleh komunitas Rumah Dunia dalam kegiatan edukasi literasi di Kampung Ciloang, Kota Serang. Rumah Dunia merupakan pusat literasi yang aktif menyebarkan budaya baca dan menulis di wilayah Banten. Latar belakang penelitian ini adalah rendahnya kesadaran literasi masyarakat, yang tercermin dari minimnya kebiasaan membaca dan menulis dalam kehidupan sehari-hari. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh melalui wawancara mendalam, observasi partisipatif, dan dokumentasi. Analisis data dilakukan dengan model interaktif Miles dan Huberman, yang mencakup reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi komunikasi persuasif Rumah Dunia mencakup pendekatan psikodinamik (memahami kebutuhan emosional masyarakat), sosiokultural (mengintegrasikan nilai-nilai lokal), dan pembentukan makna (membangun kesadaran pentingnya literasi). Strategi ini diwujudkan melalui kegiatan seperti pelatihan menulis, diskusi buku, pementasan seni, dan pendekatan personal. Hambatan yang dihadapi meliputi rendahnya kesadaran literasi, keterbatasan sumber daya, serta inkonsistensi partisipasi masyarakat. Meski demikian, strategi ini berhasil meningkatkan partisipasi dan menumbuhkan budaya literasi secara bertahap. Penelitian ini dapat menjadi rujukan bagi komunitas literasilainnya dalam menyusun strategi komunikasi pemberdayaan masyarakat. | ||||||
| Uncontrolled Keywords: | Persuasive Communication Strategy, Literacy, Education, Rumah Dunia Strategi Komunikasi Persuasif, Literasi, Edukasi, Rumah Dunia | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Andini Zeni Fristiantry | ||||||
| Date Deposited: | 04 Jul 2025 04:53 | ||||||
| Last Modified: | 04 Jul 2025 04:53 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/50392 |
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