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"Makalah ini bertujuan untuk mengetahui penggambaran kampanye ldquo;Earth Hour rdquo; yang diselenggarakan oleh WWF dan kampanye ldquo;Potong 10 Persen rdquo; yang diselenggarakan oleh Kementerian ESDM pada masing-masing website resmi organisasi pada tahun 2017. Metodologi yang digunakan dalam studi ini adalah analisis isi, dengan mengidentifikasi isi pesan pada berbagai news release kegiatan kampanye ke dalam teori framing. Makalah ini menggunakan pendekatan deskriptif untuk menggambarkan aspek dan karakteristik isi pesan kampanye. Isi pesan akan dianalisis dengan unit tematik untuk memperoleh penggambaran dan pendekatan masing-masing kampanye. Hasil dari studi ini menunjukkan adanya perbedaan antara penggambaran dan pendekatan kampanye ldquo;Earth Hour rdquo; dan ldquo;Potong 10 Persen rdquo;. Kampanye ldquo;Earth Hour rdquo; secara dominan menggunakan framing moralitas dalam menyusun pesan kampanye, dengan jenis pendekatan informatif. Sementara kampanye ldquo;Potong 10 Persen rdquo; secara dominan menggunakan framing atribusi tanggung jawab, dengan jenis pendekatan yang seimbang antara informatif dan persuasif.

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This paper aims to acknowledge the depiction of Earth Hour campaign conducted by WWF and Potong 10 Persen conducted by Ministry of Energy and Mineral Resources on their respective official websites in 2017. Method used in this study is content analysis, by identifying the content of message in various news releases of the campaign in to the framing theory. This paper uses descriptive approach to illustrate aspects and characteristics of campaign messages. Content of the messages will be analyzed with thematic unit to get the framing and approach of each campaign.

The result of this study shows the difference between those two in terms of framing and approach. Earth Hour used morality as the framing and informative in its approach, while Potong 10 Persen used responsibility as its framing, with a mixture of informative and persuasive approach."

"Beginning with a broad history of the universe, earth, life, and man, it considers the origins and rise of science and technology, before moving on to discuss the present state of the world and its/our possible futures. Humans on Earth then addresses the main challenges for social and economic development in the 21st century in the context of global change. It presents a detailed but non-technical analysis of questions relating to climate change, our dependence on fossil fuels, deforestation, loss of biodiversity, desertification, and air, water, soil, and ocean pollution, as well as problems related to overpopulation, poverty, social and economic inequalities, and conflict potential. The main emphasis is on the risks and uncertainties of the short-term future, the next 50 to 100 years, with regard to environmental degradation and the sustainability of our growth paradigm."