Analisis kampanye komunikasi dengan pendekatan social judgement theory = Communication campaign analysis using social judgement theory approach analisis
Acesa Rebecca Anindita;
Pinckey Triputra, supervisor; Dorien Kartikawangi, examiner; Eduard Lukman, examiner
([Publisher not identified]
, 2016)
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[ABSTRAK Penelitian ini dilatarbelakangi adanya berbagai macam bentuk kampanye yangdilakukan untuk mengkumunikasikan isu atau permasalahan tertentu. Penelitianini menambahkan kajian teori karena menguji dua faktor sekaligus yaituhubungan komunikator dan pesan kampanye dengan sikap audiens. Penelitian inimengambil contoh kampanye pada ASI ekslusif yang dilakukan dengan duapendekatan, yaitu menggunakan komunikator yang berbeda.Penelitian ini adalah penelitian eksperimental dengan dua kelompok eksperimentyang diberikan perlakuan berupa bentuk kampanye berbeda. Partisipan berjumlah40 orang, tiap kelompoknya terdiri dari 20 partisipan. Metode analisis yangdiigunakan adalah uji beda rata-rata tiap kelompok eksperiment untukmenunjukan hubungan antara variabel yang diteliti.Penelitian ini menemukan bahwa komunikator dan pesan kampanye memilikihubungan dengan sikap seseorang. Penelitian menemukan terdapat perbedaanpersepsi dan sikap mengenai komunikator, pesan dan sikap terhadap isukampanye yang didasarkan oleh perbedaan bentuk kampanye yang diterima.Khalayak menganggap bahwa komunikator dokter dalam konteks kampanyekesehatan dipandang lebih memiliki kredibilitas dibandingkan komunikatorkalangan populer ABSTRACTThis research conducted as a result from so many campaigns that held nowadaysto communicate several issues or particular social concern. Campaign takesvarious form, stressing in selecting the communicator and message form as apurpose to change social behavior. Then again this research using breastfeedingcampaign as an example to scrutinize with two approaches, Moreover thiscampaign is distinguished with its communicator, There are campaign usingdoctor and in another campaign using public figure as a communicator.Using experimental method with two experiment group and each group ofexperiment treated by giving the group a video. Each video resemble two differentform in communicator. Total participans are fourty person divided by two group.Analysis method is using T-test so we can compare and look througt theThe result from this research found that communicator and message have effectupon behavioral change in each person. Proven by this research that doctor cangive more obvious impact in behavioral change rathen than public figure when inthey speak as communicator in breastfeeding campaign. Further more audiencethink that doctor have strong credibility rather than public figure when it came tobreastfeeding topic., This research conducted as a result from so many campaigns that held nowadaysto communicate several issues or particular social concern. Campaign takesvarious form, stressing in selecting the communicator and message form as apurpose to change social behavior. Then again this research using breastfeedingcampaign as an example to scrutinize with two approaches, Moreover thiscampaign is distinguished with its communicator, There are campaign usingdoctor and in another campaign using public figure as a communicator.Using experimental method with two experiment group and each group ofexperiment treated by giving the group a video. Each video resemble two differentform in communicator. Total participans are fourty person divided by two group.Analysis method is using T-test so we can compare and look througt theThe result from this research found that communicator and message have effectupon behavioral change in each person. Proven by this research that doctor cangive more obvious impact in behavioral change rathen than public figure when inthey speak as communicator in breastfeeding campaign. Further more audiencethink that doctor have strong credibility rather than public figure when it came tobreastfeeding topic.] |
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No. Panggil : | T-Pdf |
Entri utama-Nama orang : | |
Entri tambahan-Nama orang : | |
Entri tambahan-Nama badan : | |
Subjek : | |
Penerbitan : | [Place of publication not identified]: [Publisher not identified], 2016 |
Program Studi : |
Bahasa : | ind |
Sumber Pengatalogan : | LibUI ind rda |
Tipe Konten : | text |
Tipe Media : | computer |
Tipe Carrier : | online resource |
Deskripsi Fisik : | xiv, 161 pages : illustration ; 28 cm + appendix |
Naskah Ringkas : | |
Lembaga Pemilik : | Universitas Indonesia |
Lokasi : | Perpustakaan UI, Lantai 3 |
No. Panggil | No. Barkod | Ketersediaan |
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T-Pdf | 15-17-114202747 | TERSEDIA |
Ulasan: |
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