Fahrizky, Rayhan (2024) Komunikasi Persuasif Kampanye Mobil Resing oleh Forum Genre Indonesia Banten. S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
The stunting problem currently occurring in Banten Province has become the center of attention with a stunting prevalence rate of 24.5% in 2021, this problem is the main factor for the Banten Indonesian Genre Forum to form a campaign entitled Resing Cars as an organization whose aim is to improve the quality of life teenager. This research aims to see how persuasive communication is carried out by the Banten Indonesia Genre Forum in preventing stunting in Banten Province. The theory used in this research is the Social Assessment Theory which was coined by Sherif in 1961. The research method used by researchers is descriptive qualitative with data collection techniques in the form of interviews with 4 informants and documentation studies which are analyzed using triangulation and Creswell data analysis techniques. The research results found by researchers were in the form of an analysis of three core concepts in Social Assessment Theory, including (1) ego-involvement analysis with findings in the form of emotional involvement in determining the message, (2) latitudes analysis with the findings of the Mobil Resing campaign which was initially considered uninteresting, however, after the campaign was heard, the campaign appealed to its listeners, (3) assimilation and contrast analysis with the findings in the form of the Mobil Resing campaign message not only clarified similarities or differences, but could bring distances of latitudes that were far apart closer together.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Permasalahan stunting yang sedang terjadi di Provinsi Banten cukup menjadi pusat perhatian dengan angka prevalensi stunting sebesar 24,5% pada tahun 2021, permasalahan tersebut menjadi faktor utama bagi Forum Genre Indonesia Banten membentuk sebuah kampanye bertajuk Mobil Resing sebagai organisasi yang memiliki tujuan untuk meningkatkan kualitas hidup remaja. Penelitian ini bertujuan untuk melihat bagaimana komunikasi persuasif yang dilakukan oleh Forum Genre Indonesia Banten dalam mencegah stunting di Provinsi Banten. Teori yang digunakan dalam penelitian ini adalah Teori Penilaian Sosial yang dicetuskan oleh Sherif pada tahun 1961. Metode penelitian yang peneliti gunakan adalah kualitatif deskriptif dengan teknik pengumpulan data berupa wawancara kepada 4 informan dan studi dokumentasi yang dianalisis menggunakan triangulasi dan teknik analisis data Creswell. Hasil penelitian yang ditemukan oleh peneliti berupa analisis terhadap tiga konsep inti dalam Teori Penilaian Sosial, antara lain (1) analisis egoinvolvement dengan temuan berupa keterlibatan emosi dalam menentukan pesan, (2) analisis latitudes dengan temuan kampanye Mobil Resing awalnya dianggap tidak menarik, namun setelah kampanye tersebut didengar, kampanye memberikan daya tarik terhadap pendengarnya, (3) analisis assimilation and contrast dengan temuan berupa pesan kampanye Mobil Resing tidak hanya memperjelas persamaan atau perbedaan, namun dapat mendekatkan jarak garis lintang yang saling berjauhan. | |||||||||
| Uncontrolled Keywords: | Campaign, Prevent, Social Assessment Theory Kampanye, Pencegahan, Teori Penilaian Sosial | |||||||||
| Subjects: | Communication > Public Relations Science | |||||||||
| 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: | Rayhan Rayhan Fahrizky | |||||||||
| Date Deposited: | 10 Aug 2024 14:41 | |||||||||
| Last Modified: | 10 Aug 2024 14:41 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/39506 |
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