PENGARUH PESAN KAMPANYE KESEHATAN MENTAL #REALTALK TERHADAP PERUBAHAN SIKAP FOLLOWERS INSTAGRAM @RILIV (ANALISIS MIXED METHODS SEQUENTIAL EXPLANATORY PADA FOLLOWERS INSTAGRAM @RILIV)

Erika Febri Astuti, NIM.: 17107030034 (2021) PENGARUH PESAN KAMPANYE KESEHATAN MENTAL #REALTALK TERHADAP PERUBAHAN SIKAP FOLLOWERS INSTAGRAM @RILIV (ANALISIS MIXED METHODS SEQUENTIAL EXPLANATORY PADA FOLLOWERS INSTAGRAM @RILIV). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The Ministry of Health of the Republic Indonesia shown that mental health rates in Indonesia has increased from 2013 to 2018. It made the issue of mental health has widely campaigned to increase public awareness about mental health. A campaign is act of communication that is planned and directed at a specific goal. The presence of social media made it easier for someone to convey messages to the public, including in campaigning, such as facilitating interaction, expanding audience reach, and freedom in choosing messages. Researchers are interested in examining the influence of the #Realtalk mental health campaign message on @riliv's Instagram account followers. This study used encoding-decoding messages from reception theory by Stuart Hall. The method used in this research is the mixed method sequential explanatory model, a combination research method focused on quantitative methods in the first stage, followed by qualitative data collection and analysis in the second stage. The study results found that the #Realtalk mental health campaign message influenced the attitude of @riliv's Instagram followers by 52.8%. There was a change of attitude in cognitive, affective, and conative aspects. This study also found a critical perspective of @riliv's followers, shown through various responses and different meanings to the message.

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