PERAN JARINGAN SOSIAL PADA KAMPANYE LINGKUNGAN DI MEDIA SOSIAL: KASUS KAMPANYE MELAWAN ASAP
Journal Title: INFORMASI - Year 2016, Vol 46, Issue 1
Abstract
Campaigns nowadays are oftenly carried through social medias, including campaigns concerning the environment. This paper views environmental campaign in social medias could be effective if viewed from another side, that is social network. This study sees how social network can improve the effectivity of environmental campaigns in social medias, therefore it’s safe to say that this study brings an addition to previous studies related to factors that influenced the effectivity of environmental campaigns that utilized social medias as a channel of communication. The method used for this paper is qualitative method, with case study on Melawan Asap (Fight the Haze) campaign initiated by BEM UI (Executive Board of Students of University of Indonesia) in 2015 to form an alliance consisting several organizations from inside and outside of the university. The result shows that the involvement of networks in social media affects the effectivity of Fight the Haze campaign. Also, the social relation between organizations that are united under the alliance of Fight the Haze campaign are based on sentimental network. Abstrak Kampanye kian marak dilakukan dengan menggunakan media sosial, tidak terkecuali kampanye lingkungan. Tulisan ini melihat kampanye lingkungan di media sosial dapat efektif dari sisi lain yaitu dari jaringan sosial. Kajian ini melihat bagaimana jaringan sosial berperan dalam membuat efektif kampanye lingkungan di media sosial, sehingga dapat dikatakan bahwa kajian ini menambahkan penemuan dari kajiankajian sebelumnya yang berbicara mengenai faktor yang membuat efektif kampanye lingkungan dengan menggunakan media sosial sebagai media komunikasinya. Metode yang digunakan dalam tulisan ini adalah metode kualitatif dengan studi kasus pada kampanye melawan asap yang diinisiatori oleh BEM UI 2015 untuk membentuk sebuah aliansi dengan menggandeng beberapa organisasi di UI dan juga dari luar UI. Hasil kajian ini menunjukkan bahwa keterlibatan peran jaringan di media sosial mempengaruhi efektifitas kampanye melawan asap, serta hubungan sosial antar organisasi yang tergabung dalam aliansi gerakan melawan asap terbentuk berdasarkan jaringan perasaan/sentiment.
Authors and Affiliations
Ika Hariyani
Keywords
Related Articles
- EP ID EP223975
- DOI 10.21831/informasi.v46i1.9652
- Views 110
- Downloads 0
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