Persuasive Communication Strategies To Reduce Student Anxiety About Infodemic Covid-19 Through Memes

Abstract

The rise of information about Covid-19, known as an infodemic in the mass media and social media, makes the audience face a new problem psychically, namely anxiety. The study aimed to describe the appeal of the visual message of Covid 19 memes by students on social media as a persuasive communication strategy. Then categorize the meaning of Covid-19 meme messages based on government policies packaged in educative, informative, entertaining and persuasive messages about Covid-19. This research uses a qualitative approach. Data collection techniques through in-depth observations and interviews. This research informant is a student who often accesses memes about Covid-19 and can give meaning to the Memes. The results showed that the information compiled in memes is the attraction first, the boredom of information in the mass media. In the form of news/text or video, the news is considered not to increase awareness but rather fear that causes anxiety psychically. Second, the message is persuasive. Meme visualization is more exciting, and the message is precise. Students prefer to look for parody information or funny nuances because the message is easy to accept and visually exciting and entertaining. The meaning of the Covid-19 Meme tends to be denotative. That is, students, understand the message conveyed both in the form of images and text with actual meaning.