STRATEGI KOMUNIKASI LINGKUNGAN DALAM MENGKAMPANYEKAN CLIMATE CHANGE MELALUI MEDIA SOSIAL (Studi Kasus Kampanye Bye Bye Plastic Bag Melati Wijsen Melalui Facebook dan Instagram)

SAPUTRA, FEBRIAN NANDA (2023) STRATEGI KOMUNIKASI LINGKUNGAN DALAM MENGKAMPANYEKAN CLIMATE CHANGE MELALUI MEDIA SOSIAL (Studi Kasus Kampanye Bye Bye Plastic Bag Melati Wijsen Melalui Facebook dan Instagram). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research was conducted using a qualitative descriptive analysis approach. The research method employed was a case study according to Robert K. Yin, utilizing pattern matching because with this method, the researcher aims to comprehensively observe a case study as a whole, as well as real events or incidents to identify its uniqueness and distinctive features. The researcher employed the environmental communication theory according to Lie and Servaes (2015), categorizing environmental communication as one thematic sub-discipline within the fields of development communication and social change that discusses all interactions between humans and the environment. The tool for interaction used was social media, where according to Muhammad Yusup, Henderi, and Yuliana Isma Graba, social media is a social networking site as a web-based service that allows individuals to build public or even semi-public profiles within a limited system. The research findings revealed that the procedure or stages of the communication strategy conducted are as follows: In the ToFu stage, there is planning, creating social media content, and sharing content on social media. In the MoFu stage, there is campaign creation, producing campaign content, and sharing campaign content on social media. In the final stage, BoFu, there is feedback collection, maintenance, and the creation of other movements. Keyword : Communication Strategy, Environmental Communication, and Case Study Method Penelitian ini dilakukan menggunakan pendekatan analisis deskriptif kualitatif. Metode penelitian studi kasus menurut Robert K.Yin menggunakan penjodohan pola, karena dengan metode ini peneliti bertujuan melihat suatu studi kasus secara kesuluruhan serta peristiwa-peristiwa atau kejadian yang nyata untuk mencari kekhususannya, ciri khas. Peneliti menggunakan teori komunikasi linkungan menurut Lie dan Servaes (2015) menggolongkan komunikasi lingkungan menjadi salah satu subdisiplin tematik dalam bidang komunikasi pembangunan dan perubahan sosial yang membahas segala interaksi antara manusia dengan lingkungan. Alat untuk berinteraksi menggunakan media sosial, dimana menurut Muhammad Yusup, Henderi, dan Yuliana Isma Graba mengatakan bahwa media sosial adalah situs jaringan sosial seperti layanan berbasis web yang memungkinkan setiap orang bisa membangun profil publik bahkan semi publik dalam sistem terbatas. Hasil penelitian menemukan bahwa prosedur atau tahapan strategi komunikasi yang dilakukan adalah, pada tahap ToFu melakukan perencanaan, membuat konten sosmed ajakan, dan sharing konten ke medsos. Pada tahap MoFu melakukan kampanye, membuat konten kampanye, share konten kampanye ke sosmed. Tahap terakhir BoFu melakukan feedback, maintenance, dan membuat gerakan lain. Kata Kunci : Strategi Komunikasi, Komunikasi Lingkungan, dan Metode Studi Kasus

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