CHANDRA, ERISCA WIDYA (2024) OPTIMALISASI FUNGSI MEDIA SOSIAL INSTAGRAM @riliv SEBAGAI SARANA EDUKASI KESEHATAN MENTAL BAGI GENERASI MUDA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The low level of mental health awareness among Indonesians is a fundamental issue to be addressed today. The results of the Indonesia National Adolescent Mental Health Survey (I-NAMHS) in October 2022, which showed that one in three teenagers had mental health problems in the past 12 months and is equivalent to 15,5 million people in Indonesia, encouraged Riliv to exist as a mental health education platform for the young generation. This research aims to explore and explain the functional optimization of the social media Instagram ‘@riliv’ as a mental health education platform for the young generation. This research utilizes the post-positivism paradigm, with qualitative descriptive methods and a qualitative approach. Data collection methods include in-depth interviews, documentation and observation techniques. The concept used is the “Honeycomb Model Social Media Theory” by Kietzmann, et al. in analyzing the functional optimization of social media by Riliv. The data analysis technique implemented is the Miles and Huberman Model. The results showed that the functional optimization of Instagram by Riliv has mostly been optimized, but there are still two components that can be improved. The Identity, Conversation, Presence, Relationship and Reputation functions have been optimally implemented, while the Sharing and Group functions can still be enhanced to support the functional optimization of the Instagram @riliv in the future. In the context of Public Relations, Riliv employs Cyber Public Relations as a bridge between public aspirations and social realities, which is known to have a good reputation in the eyes of the public. Key Words : Education, Social Media, Instagram, Riliv, Mental Health Rendahnya tingkat kesadaran masyarakat Indonesia akan aspek kesehatan mental menjadi isu penting untuk disikapi pada masa kini. Hasil penelitian Indonesia National Adolescent Mental Health Survey (I-NAMHS) pada Oktober 2022 yang menunjukkan bahwa satu dari tiga remaja memiliki masalah kesehatan mental dalam kurun waktu 12 bulan terakhir dan setara dengan 15,5 juta orang di Indonesia, mendorong Riliv untuk hadir sebagai media pembawa edukasi bagi masyarakat. Tujuan dari penelitian ini adalah untuk menelusuri dan menjelaskan optimalisasi fungsi media sosial Instagram ‘@riliv’ sebagai sarana edukasi kesehatan mental bagi generasi muda. Penelitian ini menggunakan paradigma post-positivisme, dengan metode deskriptif kualitatif serta pendekatan kualitatif. Pengumpulan data diterapkan melalui teknik wawancara mendalam, dokumentasi dan observasi. Konsep yang digunakan adalah “Honeycomb Model Social Media Theory” oleh Kietzmann, et al. dalam menganalisis optimalisasi fungsi media sosial yang dilakukan pihak Riliv. Teknik analisis data yang digunakan yakni Model Miles dan Huberman. Hasil penelitian menunjukkan bahwa optimalisasi fungsi media sosial Instagram yang dilakukan Riliv sebagian besar telah dioptimalkan, namun masih terdapat dua komponen untuk lebih ditingkatkan. Fungsi Identity, Conversation, Presence, Relationship dan Reputation telah optimal dilakukan, sedangkan fungsi Sharing dan Group masih dapat ditingkatkan guna mendukung optimalisasi fungsi media sosial Instagram @riliv pada masa mendatang. Dalam konteks Public Relations, Riliv telah menerapkan Cyber Public Relations sebagai penghubung antara aspirasi publik dan realitas sosial, yang memiliki reputasi baik di mata publik. Kata Kunci : Edukasi, Media Sosial, Instagram, Riliv, Kesehatan Mental
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