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STRATEGI KOMUNIKASI LINGKUNGAN MELALUI PROGRAM CSR GREEN TECHNOLOGY PT. PERTAMINA PATRA NIAGA AFT ADISUTJIPTO (STUDI DESKRIPTIF KUALITATIF DESA WISATA DAN EDUKASI SAMBILEGI KIDUL MAGUWOHARJO, YOGYAKARTA)
Efforts to encourage the adoption of green technology at the community level are often hampered by gaps between organizational communication and local socio-cultural realities, particularly when CSR strategies remain top-down. This study aims to analyze environmental communication strategies within the CSR program of PT Pertamina Patra Niaga AFT Adisutjipto in the Sambilegi Kidul Tourism and Education Village, with a focus on the role of local heroes as catalysts for change. Guided by the Knowledge, Attitude, Practice (KAP) model, this study examines the communication process through three main stages: determination of audiences, messages, and media; planning and production of communication media and message design; and enhancement of community knowledge, attitudes, and practices. Using a descriptive qualitative approach, data were collected through in-depth interviews, participatory observation, and documentation involving the Community Development Officer (CDO), the village leader and program manager, and local heroes from assisted community groups. The object of this study is the environmental communication strategy implemented in the CSR program. The findings reveal that local heroes function not only as messengers but also as cultural mediators who translate environmental messages and green technology practices into everyday social routines. Through a gradual social learning process beginning with individual adoption and expanding to family and community levels this strategy effectively increases knowledge, fosters positive attitudes, and encourages sustainable green technology practices within the village.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
STRATEGI KOMUNIKASI LINGKUNGAN MELALUI PROGRAM CSR GREEN TECHNOLOGY PT. PERTAMINA PATRA NIAGA AFT ADISUTJIPTO (STUDI DESKRIPTIF KUALITATIF DESA WISATA DAN EDUKASI SAMBILEGI KIDUL MAGUWOHARJO, YOGYAKARTA) (Text)
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