PEJATEN SHELTER IN INCREASING AWARENESS AGAINST ANIMAL CRUELTY THROUGH SOCIAL MEDIA CAMPAIGN

Adiwinata, David Julian Dylan (2023) PEJATEN SHELTER IN INCREASING AWARENESS AGAINST ANIMAL CRUELTY THROUGH SOCIAL MEDIA CAMPAIGN. Bachelor thesis, Univesitas Pelita Harapan.

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Abstract

ABSTRAK David Julian Dylan (01041180135) PEJATEN SHELTER DALAM MENINGKATKAN KESADARAN TERHADAP KEKEJAMAN HEWAN MELALUI KAMPANYE SOSIAL MEDIA (xiii + 184 halaman: 10 foto; 13 lampiran) Kata kunci: kekejaman pada hewan, teori social marketing, kampanye media social, kesadaran Pejaten Shelter adalah salah satu penampungan hewan yang memerangi kekejaman terhadap hewan di Indonesia, yang menggunakan media sosial sebagai alat untuk mengkampanyekan isu kekejaman terhadap hewan untuk meningkatkan kesadaran masyarkat mengenai hal tersebut. media sosial dan teknologi, hal ini telah memberikan dampak yang besar bagi dunia serta kehidupan masyarakat. Media sosial telah mempermudah kita semua untuk melihat dunia di berbagai macam aspek dan ke seluruh hal yang terjadi secara instan. Salah satunya adalah isu global yaitu aksi kekejaman terhadap hewan dan menjadi sebuah masalah yang terus terjadi secara berulang. Fenomena ini memiliki keterkaitan erat dengan komunikasi karena hal ini dapat disebarluaskan dengan penggunaan media sosial dengan cara menyampaikan berita serta informasi tersebut secara global. Di negara kita sendiri yaitu Indonesia dan berada pada tingkat terburuk. Oleh karena itu, penelitian ini bertujuan untuk memahami secara lebih untuk meningkatkan kesadaran terhadap kekejaman pada hewan dengan metode kualitatif dan teknik pengumpulan data yang menggunakan interview. Hasil dari penelitian ini menunjukkan bahwa kampanye media sosial yang dijalani oleh Pejaten Shelter untuk peningkatan kesadaran dan kekejaman terhadap hewan yang menggunakan teori Sosial Marketing. Bantuan media social Pejaten Shelter mendapatkan donator dan adopters untuk membantu memerangi kekejaman terhadap hewan. Selain itu, media social membantu Pejaten Shelter dalam membujuk pengguna media sosial dengan lebih mudah yang pada akhirnya menyebabkan perubahan persepsi dan perilaku. Referensi: 32 (1992-2021) / ABSTRACT David Julian Dylan (01041180135) PEJATEN SHELTER IN INCREASING AWARENESS AGAINST ANIMAL CRUELTY THROUGH SOCIAL MEDIA CAMPAIGN (xiii + 184 pages: 10 pictures; 13 appendices) Keywords: animal cruelty, social marketing theory, social media campaign, awareness Pejaten Shelter is one of the few shelters that fights against animal cruelty here in Indonesia, which uses social media as a tool to campaign on the issue which that is animal cruelty to increase its awareness. With the existence of social media thas has made a huge impact on the world and people’s lives, it is by default that social media does play a role in society. Whether it’s negatively or positively, may it be effective or efficient. Social media has made it easier to see the worlds with its vast variety of what’s happening almost instantly. This gives the world a perspective that animal cruelty does exist and it’s a bigger problem than we thought it was, as it’s shown and posted publicly on social media. This phenomenon links closely to communication as it uses social media to spread as wide as it is that the matter of the issue is happening on a global scale. However, it’s also happening in our country here in Indonesia and it’s happening as its worst rate. With the direct correlation with persuasive communication theory, it’s linked with the issue of animal cruelty. This study’s purpose is to understand more collaboratively to raise awareness of animal cruelty with a qualitative approach by in-depth interview with the key informants as the primary source. This study shows how Pejaten Shelter use Social Marketing theory to increase its social media campaign awareness against animal cruelty shows just how the issue is given lack of attention. Based on the findings, the result shows with the help of Social Media Pejaten Shelter gained donator and adopter to help fight against animal cruelty. Furthermore, social media helps Pejaten Shelter in persuade users more easily which eventually leads to changed perception and behavior. Reference: 32 (1992-2021)

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