<p align="center"><strong>Abstract</strong></p><p align="center"><strong> </strong></p><p>This article carries out an in-depth analysis of the campaign activity "Prevent, Treat, Fight Diabetes" uploaded by the Ministry of Health on YouTube as a form of government efforts in carrying out a persuasion of the public. Weighing efforts to strengthen public awareness of the prevention of the disease. The main question that will be asked is how can the persuasion efforts of the Ministry of Health through the "Prevent, Treat, Fight Diabetes" Campaign uploaded on YouTube affect the recipients of the message being communicated? To answer this question, this article uses the Elaboration Likelihood Model persuasion analysis model popularized by Richard E Petty and John T Cacioppo. Using qualitative research methods that use descriptive analysis and in-depth interviews, the results of this study are expected to be able to provide a comprehensive picture of the government's efforts to persuade people in certain goals.</p><p> </p><p><strong>Keywords: </strong>Persuasi, Pemerintah, Kampanye, Diabetes Mellitus, YouTube</p><p align="center"><strong> </strong></p><p align="center"><strong> </strong></p><p align="center"><strong> </strong></p><p align="center"><strong> </strong></p><p align="center"><strong> </strong></p><p align="center"><strong> </strong></p><p align="center"><strong> </strong></p><p align="center"><strong> </strong></p><p><strong> </strong></p><p align="center"><strong>Abstrak</strong></p><p align="center"><strong> </strong></p><p>Artikel ini melakukan analisis mendalam terhadap aktifitas kampanye “Cegah, Obati, Lawan Diabetes” yang diunggah oleh Kementerian Kesehatan di YouTube sebagai suatu wujud upaya pemerintah dalam melakukan suatu persuasi terhadap masyarakat. Menimbang upaya untuk menguatkan kesadaran masyarakat terhadap pencegahan penyakit tersebut. Pertanyaan utama yang akan diajukan adalah bagaimana upaya persuasi Kementerian Kesehatan melalui Kampanye “Cegah, Obati, Lawan Diabetes”yang diunggah di YouTube dapat memengaruhi penerima pesan yang dikomunikasikan? Untuk menjawab pertanyaan tersebut, artikel ini menggunakan model analisis persuasi <em>Elaboration Likelihood Model</em> yang dipopulerkan oleh Richard E Petty dan John T Cacioppo. Menggunakan metode penelitian kualitatif yang menggunakan analisis deskriptif dan <em>in depth interview</em>, Hasil dari penelitian ini diharapkan mampu memberikan gambaran komprehensif dari upaya pemerintah dalam melakukan persuasi terhadap masyrakat dalam tujuan-tujuan tertentu.</p><p><strong>Keywords:</strong> Persuasi, Pemerintah, Kampanye, Diabetes Mellitus, YouTube</p>
Abstract Health messages are important in the field of public health to encourage behavior change. In 2017, through a “Prevent, Treat, Fight Diabetes” Campaign initiated by the Ministry of Health of the Republic of Indonesia, the Government uploaded a digital video public service advertisement through a you tube account with the username of the Ministry of Health's P2PTM Directorate. This research was conducted to understand how the Persuasion Technique used by the Ministry of Health in building messages contained in the communication campaign carried out through the video. The main question in this connection is how the persuasion technique used in the health campaign "Prevent, Treat, Fight Diabetes" conducted by the Ministry of Health in persuading message recipients? To find out how the Persuasion Technique of a health campaign persuasion message carried out by the Ministry of Health in the “Prevent, Treat, Fight Diabetes” campaign by the Ministry of Health in persuading message recipients, this study uses the theory of Campaign Communication, Social Campaigns, and Persuasion Techniques with a fear approach. to analyze the elements in a persuasive message from the Ministry of Health. Keywords: Persuasive Communication, Persuasion Techniques, Health Campaigns, Ministry of Health
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