PESAN EDUKASI PROMOSI KESEHATAN PADA IKLAN LAYANAN MASYARAKAT DI MEDIA SOSIAL

Rini Riyantini
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Abstract

The purpose of this study is to analyze the video content of the public service advertisement (PSA) for the covid-19 vaccine of the Ministry of Health of the Republic of Indonesia uploaded on YouTube. A quantitative approach using the content analysis method was used in this study to describe message content based on the concept of educational messages from the development communication theory, communication, information and education model. The research object consists of 3 (three) videos with a 30 seconds each duration and 64 scenes. The analysis was carried out by coding educational messages consisting of verbal and nonverbal messages by 2 coders. The results showed that the PSA video covid 19 vaccine of Indonesian Ministry of Health's contains educational messages with dominant elements of encouraging learning for lyrical and written for verbal messages, while nonverbal educational messages of music and expression are dominated by elements of attitude formation. Construct validity is used to guarantee measuring instruments by deriving the theory of health communication into a concept of verbal and nonverbal messages with interactive, encouraging learning, forming attitudes, and strengthening experiences indicators, while the intercoder reliability test is carried out using the Scott formula with a result of 1 for verbal messages because there is no difference in coding between coders, while the reliability level for nonverbal messages is 0.97 with there differences in coding between coders on the elements of action and expression.
社交媒体上关于公共服务广告的健康促进教育信息
本研究的目的是分析印度尼西亚共和国卫生部在YouTube上上传的covid-19疫苗公益广告(PSA)的视频内容。本研究采用内容分析的定量方法,从发展传播理论、传播、信息和教育模式四个方面对教育信息的概念进行信息内容的描述。研究对象由3(3)个视频组成,每个视频时长为30秒,共64个场景。分析采用2名编码员的语言和非语言信息编码教育信息。结果表明,印尼卫生部的PSA视频covid - 19疫苗包含以鼓励学习抒情和书面语言信息为主的教育信息,而音乐和表达的非语言教育信息以态度形成要素为主。建构效度通过将健康传播理论推导为具有互动性、鼓励学习、形成态度和加强经验等指标的语言和非语言信息的概念来保证测量工具,而编码者之间的编码不存在差异,因此使用Scott公式对语言信息进行信度检验,结果为1。而非语言信息的信度水平为0.97,编码者对动作和表情要素的编码存在差异。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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