IMPLEMENTASI TEORI MEDIA SYNCHRONICITY PADA SPOTIFY PODCAST DALAM KAMPANYE KESEHATAN MENTAL (Studi deskriptif kualitatif pada Akun Podcast Pikir² Lagi)

SITI AISYAH CARANAPUTRI, NIM. 15730086 (2021) IMPLEMENTASI TEORI MEDIA SYNCHRONICITY PADA SPOTIFY PODCAST DALAM KAMPANYE KESEHATAN MENTAL (Studi deskriptif kualitatif pada Akun Podcast Pikir² Lagi). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Spotify as one of the highest number of users on online audio streaming media, can be utilize as a tool for communication purposes. Giving the lack of understanding of mental health in Indonesia, a suitable media is necessary to convey campaign messages to the public. Thus, the idea of Pikir² Lagi uses this platform as the digital media on educational campaign for mental health, can be reviewed with its capability based on the ‘richness’ of media synchronicity theory. Therefore, this research was intended to analyze the media richness utilization of media synchronicity on Spotify Podcast for mental health campaign. The method used for this research is qualitative with descriptive type of data presentation, using the proposed framework of media synchronicity theory by J. Adjei, et. al (2020) perspective for Nowak and Warneryd’s campaign model. The data presented on this research was collected by depth interviews and observations with a small amount of documentation for supporting arguments. This research resulted in similarities of answers in campaign model analysis that are compatible on media richness theory. Concluding that the account of Pikir² Lagi has utilize the richness of media synchronicity on Spotify Podcast for mental health campaign. Social influence that encourages the purpose of the account as well as the intended effect of the campaign, nature of content that determine value of communication object, individual’s processing capability that constructed the comprehensive message referred to the targeted audience, the channel’s influence that is adaptable on delivering the message of campaign, and experiential influence that is crucial to generates credibility of source.

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