RAMADHANI, MUHAMMAD RIFAT RIZQULLAH (2025) STRATEGI KOMUNIKASI STASIUN RADIO 102,8 SERANG GAWE FM DALAM PENYAMPAIAN PESAN PENANGGULANGAN STUNTING MELALUI IKLAN LAYANAN MASYARAKAT. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study examines the public communication strategy implemented by Radio Serang Gawe FM 102.8 in delivering stunting prevention messages through Public Service Advertisements (PSA). This study is motivated by the high prevalence of stunting in Serang Regency, Banten, which reached 24.5% in 2022, exceeding the national average. The study used a qualitative approach with a case study method, where data were collected through in-depth interviews with key informants (station heads, production assistants, and broadcasters), observation, and analysis of documents related to the production and broadcasting of PSAs. The results of the study showed that Radio Serang Gawe FM developed a communication strategy that included three main aspects: (1) education about the dangers of stunting and the importance of balanced nutrition, (2) a participatory approach through direct interaction with listeners, and (3) collaboration with the Health Office and Community Health Centers to ensure message accuracy. PSAs were produced in simple language and local dialects, and broadcast at prime time (morning and evening) to reach the main targets, namely pregnant women and families of toddlers. The main challenges included community myths about stunting which were considered 'normal' and the limited reach of radio media, which were overcome with myth-debunking content and expansion to digital platforms such as Instagram. The findings of this study provide theoretical contributions in the field of health communication, especially the role of local media in social issue campaigns. Practically, the study recommends increasing collaboration with community leaders and developing digital content to expand the impact of the campaign.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Penelitian ini mengkaji strategi komunikasi yang diterapkan oleh Radio Serang Gawe FM 102,8 dalam menyampaikan pesan penanggulangan stunting melalui Iklan Layanan Masyarakat (ILM). Studi ini dilatarbelakangi oleh tingginya prevalensi stunting di Kabupaten Serang, Banten, yang mencapai 24,5% pada tahun 2022, melebihi rata-rata nasional. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus, di mana data dikumpulkan melalui wawancara mendalam dengan narasumber kunci (kepala stasiun, asisten produksi, dan penyiar), observasi, serta analisis dokumen terkait produksi dan penyiaran ILM. Hasil penelitian menunjukkan bahwa Radio Serang Gawe FM mengembangkan strategi komunikasi yang mencakup tiga aspek utama: (1) edukasi tentang bahaya stunting dan pentingnya gizi seimbang, (2) pendekatan partisipatif melalui interaksi langsung dengan pendengar, serta (3) kolaborasi dengan Dinas Kesehatan dan Puskesmas untuk memastikan akurasi pesan. ILM diproduksi dengan bahasa sederhana dan dialek lokal, serta disiarkan pada prime time (pagi dan sore hari) untuk menjangkau target utama, yaitu ibu hamil dan keluarga balita. Tantangan utama meliputi mitos masyarakat soal stunting yang dianggap ‘wajar’ dan keterbatasan jangkauan media radio, yang diatasi dengan konten debunking mitos dan ekspansi ke platform digital seperti Instagram. Temuan penelitian ini memberikan kontribusi teoritis dalam bidang komunikasi kesehatan, khususnya peran media lokal dalam kampanye isu sosial. Secara praktis, penelitian merekomendasikan peningkatan kolaborasi dengan tokoh masyarakat dan pengembangan konten digital untuk memperluas dampak kampanye. | ||||||
| Uncontrolled Keywords: | Communication strategy, public service announcements, stunting, Radio Serang Gawe FM. Strategi komunikasi, iklan layanan masyarakat, stunting, Radio Serang Gawe FM. | ||||||
| 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: | Muhammad Rifat Rizqullah | ||||||
| Date Deposited: | 08 Sep 2025 07:35 | ||||||
| Last Modified: | 08 Sep 2025 07:35 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53727 |
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