Penerimaan Pesan Persuasif dari Perspektif Elaboration Likelihood Model : Iklan Layanan Masyarakat Himbauan Berhenti Merokok

Abstract

The number of smokers among Indonesian teenagers continues to increase every year. Public service advertisements (PSA) for smoking prevention must be delivered with the right approach to be accepted in the minds of the audience. This study aims to expand on previous research on smoking prevention PSAs by testing the concept of the Elaboration Likelihood Model theory. The research method applied is exploratory qualitative which is complemented by the results of in-depth interviews with 4 participants of postgraduate students of communication science at the University of Indonesia. The results of this study indicate that attitudes towards issues and personal relevance are the factors that most influence the acceptance of persuasive messages on PSAs that prohibit smoking #SuaraTanpaRokok. Repetition can be used to increase the effectiveness of a given persuasive message.

Response to threatening messages in anti-smoking campaigns

“…Meanwhile, as of June 2023, 19 contents were found (source: preliminary research data). Message repetition is a practical step in persuading the audience (Putri et al, 2021). This is similar to research conducted by Haq and Muhajir (2020), which stated that to educate the issue of early marriage in Banguntapan, Bantul, the Bantul Regency Government delivered a message with a focus on the dangers and impacts of having sex at an early age.…”

Mengontrol Kebebasan Perilaku Menggunakan Teknologi Digital dengan Digital Detox

“…Penggunaan media sosial yang berlebih dan tidak sesuai kapasitasnya memberikan kecanduan bagi para penggunanya. Meskipun saat ini kehadiran internet maupun media sosial mempermudah manusia untuk memperoleh informasi dan lainnya (Putri et al, 2021). Akan tetapi penggunaannya dapat memberikan efek negatif jika dikonsumsi secara berlebihan, antara lain dapat mengurangi self-esteem, dapat mengganggu kesehatan mental, menurunnya produktivitas dalam kehidupan sehari-hari dan lain sebagainya.…”

Eksistensialisme Rafathar dalam Praktik Sharenting pada Media Sosial Raffi Ahmad dan Nagita Slavina

“…Menurut Putri et al, (2021), terdapat beberapa langkah yang harus dilakukan sebelum melakukan penelitian, di antaranya: 1) Memilih jenis penelitian; 2) Menetapkan obyek yang akan diteliti; 3) Menentukan data serta sumber data penelitian; 4) Menetapkan teknik pengumpulan data; 5) Menetapkan teknis analisis data.…”