PERSUASIVE MESSAGES IN NEW MEDIA CONTENT STRATEGIES IN ADVISING INDONESIAN COMMUNITIES TO DO COVID-19 VACCINATIONS

Abstract

Overcoming the Covid-19 pandemic is one solution to suppress the Covid-19 virus from spreading, one of them is through vaccination. To persuade Indonesian citizens to get their Covid-19 vaccination, the role of mass media, such as Folkative, is crucial and very much needed, especially through communication on Instagram. Hoaxes revolving Covid-19 vaccines and lack of awareness about this issue have become a challenge for media like Folkative to deliver persuasive messages surrounding Covid-19 vaccines. Therefore, this study aims to know how Folkative communicates a persuasive message to urge Indonesian citizens to get Covid-19 vaccine shots a. Later, the findings of this research were analyzed using the concepts or theories such as New Media, Public Relations, also strategy, and technique of persuasive communication, where the primary data was obtained through interviews with a qualitative approach. After analyzing the findings, the data showed that Folkative utilizes Instagram as the main medium in delivering the persuasive message which was created through four Public Relations strategies such as publications, events, messages or news, and Corporate Social Responsibility. Folkative also applied two persuasive communication strategies, psychodynamic strategy, and the meaning of construction strategy. These strategies were also supported by The Yes-Responds Technique, Putting It Up to You Technique, Say It with Flower Technique, Don't Ask If, Ask Which Technique, The Swap Technique, also Reassurance Technique. Through a series of persuasive communication strategies and techniques implemented by Folkative, the results or responses from Folkative’s external public are following the expected outcome that Folkative is hoping for, which is a change of behavior like participating in the Covid-19 vaccination program from the government. Folkative’s persuasive contents itself receive positive responses, such as giving encouragement and assurance for the public to be vaccinated.