Strategi Komunikasi Pemerintah Provinsi di Indonesia Dalam Program Vaksinasi Booster Melalui X

Yohanes Thianika Budiarsa, Wildan Namora Ichsan Setiawan, S. Rouli Manalu, Naura Iftika Ramadhanti

Abstract


Jika dibandingkan dengan provinsi lain di Indonesia, akun X Pemerintah Provinsi (Pemprov) DKI Jakarta (@DKIJakarta) paling banyak membuat cuitan terkait program vaksinasi booster. Penelitian ini bertujuan untuk mengetahui strategi komunikasi dalam promosi kesehatan program vaksinasi booster oleh pemerintah provinsi melalui X. Metode campuran yaitu kombinasi antara analisis tematik dan analisis isi kuantitatif digunakan untuk menganalisis 74 tweets yang diunggah oleh akun X Pemerintah Provinsi DKI Jakarta, Jawa Barat, DI Yogyakarta, dan Bali pada periode Januari hingga Juni 2022. Data cuitan akun X provinsi-provinsi tersebut dianalisis menggunakan kerangka pemikiran fungsi microblogging yaitu information, community, dan action. Hasil penelitian menunjukkan bahwa dari tiga fungsi microblogging, tidak ada pemerintah provinsi yang menerapkan tiga fungsi sekaligus dalam produksi pesan promosi kesehatan mereka dan tidak ada satu pun dari keempat pemprov tersebut yang menerapkan fungsi komunitas. Pemprov DKI Jakarta dan Jawab Barat menerapkan fungsi informasi dan action, sedangkan pemprov Bali dan Yogyakarta hanya menerapkan fungsi informasi.


Compared to other provinces in Indonesia, the X account of the DKI Jakarta Provincial Government (@DKIJakarta) posted the most tweets related to the booster vaccination program. This study aims to identify communication strategies for health promotion of the booster vaccination program by provincial governments through X. A mixed-method approach, combining thematic analysis and quantitative content analysis, was used to analyze 74 tweets uploaded by the X accounts of the provincial governments of DKI Jakarta, West Java, Yogyakarta Special Region, and Bali between January and June 2022. The tweets were analyzed using the microblogging function framework: information, community, and action. The findings reveal that none of the provincial governments applied all three microblogging functions simultaneously in their health promotion messages and none of the four provincial governments employed the community function. DKI Jakarta and West Java utilized the information and action functions, while Bali and Yogyakarta only applied the information function.


Keywords


Booster Vaccination, Fungsi Microblogging, Health Promotion, Microblogging Functions, Promosi Kesehatan, Vaksinasi Booster, X

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DOI: https://doi.org/10.24815/jkg.v13i2.38217

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