RESPONS AUDIENS TERHADAP KONTEN KAMPANYE KESEHATAN MENTAL DI INSTAGRAM
Keywords:
respons audiens, kampanye kesehatan mental, Instagram, S–O–RAbstract
Media sosial Instagram menjadi salah satu platform yang banyak dimanfaatkan untuk menyebarkan kampanye kesehatan mental kepada khalayak, khususnya generasi muda. Karakter visual dan interaktif Instagram memungkinkan pesan kampanye disampaikan secara persuasif dan mudah diakses oleh audiens. Penelitian ini bertujuan untuk menganalisis respons audiens terhadap konten kampanye kesehatan mental di Instagram dengan menggunakan kerangka teori Stimulus–Organism–Response (S–O–R). Pendekatan penelitian yang digunakan adalah kualitatif dengan teknik pengumpulan data melalui wawancara mendalam terhadap audiens Instagram yang mengikuti dan mengonsumsi konten kampanye kesehatan mental, serta observasi terhadap konten yang dipublikasikan. Hasil penelitian menunjukkan bahwa stimulus berupa pesan visual, narasi empatik, dan penggunaan figur yang relevan mampu membentuk proses kognitif dan afektif audiens, seperti meningkatnya kesadaran, pemahaman, dan empati terhadap isu kesehatan mental. Respons audiens tidak hanya muncul dalam bentuk penerimaan pesan, tetapi juga tercermin melalui perubahan sikap, keterlibatan interaktif, serta kecenderungan untuk berbagi konten kampanye. Temuan ini menunjukkan bahwa konten kampanye kesehatan mental di Instagram memiliki potensi yang signifikan dalam membangun respons positif audiens apabila disajikan dengan pendekatan komunikasi yang tepat. Penelitian ini diharapkan dapat memberikan kontribusi bagi pengembangan strategi kampanye kesehatan mental berbasis media sosial yang lebih efektif.
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