Penggunaan Message Appeals Dalam Siaran Pers Berbasis Sains Tentang Covid-19

Nayla Erzani, Diah Fatma Sjoraida, Renata Anisa

Abstract


Pandemi COVID-19 telah melahirkan berbagai inisiatif masyarakat dalam rangka meringankan beban satu sama lain. Salah satunya adalah LaporCovid-19, sebuah inisiasi yang melakukan diseminasi pesan-pesan advokasi berbasis sains terkait situasi pandemi COVID-19 di Indonesia melalui siaran pers. Penelitian ini bertujuan untuk menganalisis alasan, cara pengembangan, serta aspek pendukung dan penghambat penggunaan daya tarik pesan dari siaran pers LaporCovid-19. Penelitian menggunakan teknik pengumpulan data berupa wawancara dengan tiga orang dari pihak internal LaporCovid-19 serta seorang triangulator ahli, dan studi pustaka. Hasil penelitian menunjukkan bahwa siaran pers LaporCovid-19 menggunakan tiga jenis daya tarik pesan, yaitu rasional, emosi negatif, dan emosi positif, untuk mengomunikasikan pentingnya penanganan pandemi berdasarkan hak atas kesehatan secara ilmiah. Daya tarik rasional yang berupa pemaparan fakta dan data primer berdasarkan hasil laporan warga menjadi kelebihan karena dapat meningkatkan pemahaman dan penerimaan audiens. Sementara itu, daya tarik emosi negatif berupa penggambaran dampak buruk pandemi justru menjadi tantangan karena memperoleh respons berupa sikap defensif pemerintah serta kejenuhan masyarakat sipil.


The COVID-19 pandemic has sparked various community initiatives aimed at alleviating each other's burdens. One such initiative is LaporCovid-19, which disseminates science-based advocacy messages regarding the COVID-19 pandemic situation in Indonesia through press releases. This research aims to analyze the reasons, development process, as well as the supporting and inhibiting aspects regarding the use of message appeals in LaporCovid-19's press releases. Employing data collection techniques such as interviews with three LaporCovid-19 members and an expert triangulator, as well as literature review. The research findings revealed that LaporCovid-19's press releases employed three types of message appeals: rational, negative emotion, and positive emotion. These appeals were used to emphasize the importance of addressing the pandemic from a scientific viewpoint, rooted in the public right to health. Furthermore, the use of rational appeal, using factual citizen-based data, boosts understanding and acceptance. Meanwhile, the negative emotional appeal depicting pandemic impacts often prompts defensive government reactions and societal fatigue.


Keywords


Daya Tarik Pesan; Komunikasi Sains; Media; Message Appeals; Press Release; Science Communication; Siaran Pers; Situs; Website

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DOI: https://doi.org/10.24815/jkg.v13i1.35149

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