Strategi Kampanye Anti Hoax

Abstract

Abstract. The problem is indeed a hoax has been around since the first only as a joke or prank but gradually hoax began to lead to political and religious season especially during Elections. Currently, there is a collection of communities that take notice about these problems in the form of community namely MAFINDO Bandung (IHB). Knowledge of the public about the hoax is still minimal so easily trust the an information received. In an effort to provide education and dissemination about the hoax, then community MAFINDO Bandung (IHB) which one Community anti hoax located in Bandung city convene Anti campaign Hoax so that the public can know the characteristics of a hoax as well as the impact of the spreading the hoax itself. This research aims to know the Anti-campaign strategy that includes planning the Hoax, publications and media as well as the reason the community MAFINDO Bandung (IHB) using the strategy of personal touch. The researchers uses qualitative research methods with the case study approach by collecting data through observation of nonparticipants, interviews, literature studies and documentation. The results obtained from this research is planning a campaign that includes analysis of the problems about the hoax, the preparation of a goals provide socialization and education about the hoax, specify which message can be either oral or writing delivered in a creative, target audience of campaign against the hoax more focus to the housewives and the strategies used, which is the selection of the campaign, personal touch and debunk through social media. The publication is done through a variety of media by conducing and resources mapping, also use social media as another alternative to the campaign. The use of the personal touch in a campaign strategy aimed at reducing conflict, to reduce the dissonance between cognition with behavior, and to provide education about the etiquette (internet etiquette)

Keywords: Strategy, Campaign Anti Hoax, Case Studies, IHB

Abstrak. Permasalahan hoax memang sudah ada sejak dahulu yang hanya sebatas lelucon atau prank namun lama kelamaan hoax mulai mengarah pada politik dan agama terutama saat musim Pilkada. Saat ini, ada kumpulan masyarakat yang memperhatikan mengenai permasalahan tersebut dalam bentuk komunitas yaitu MAFINDO Bandung (IHB). Pengetahuan masyarakat mengenai hoax masih minim sehingga dengan mudah mempercayai suatu informasi yang diterima. Dalam upaya memberikan edukasi serta sosialisasi mengenai hoax, maka komunitas MAFINDO Bandung (IHB) salah satu komunitas anti hoax yang berada di Kota Bandung mengadakan kampanye Anti Hoax agar masyarakat dapat mengetahui ciri-ciri hoax serta dampak dari menyebarkan hoax itu sendiri. Penelitian ini bertujuan untuk mengetahui strategi kampanye Anti Hoax yang meliputi perencanaan, publikasi dan media serta alasan komunitas MAFINDO Bandung (IHB) menggunakan strategi personal touch. Peneliti menggunakan metode penelitian kualitatif dengan pendekatan studi kasus dengan mengumpulkan data melalui observasi nonpartisipan, wawancara, studi pustaka dan dokumentasi. Hasil yang diperoleh dari penelitian ini adalah perencanaan kampanye yang meliputi analisis masalah mengenai hoax, penyusunan tujuan untuk memberikan sosialisasi serta edukasi mengenai hoax, menentukan pesan yang dapat berupa lisan maupun tulisan disampaikan secara kreatif, khalayak sasaran dari kampanye anti hoax lebih fokus kepada ibu rumah tangga dan strategi yang digunakan yaitu pemilihan tempat kampanye, personal touch dan debunk melalui media sosial. Publikasi dilakukan melalui berbagai media dengan melakukan mapping media dan narasumber, juga digunakan media sosial sebagai alternatif lain untuk kampanye. Penggunaan strategi personal touch dalam kampanye bertujuan untuk mengurangi konflik, untuk mengurangi disonansi antara kognisi dengan perilaku, dan untuk memberikan edukasi mengenai netiket (internet etiket).

Kata Kunci: Strategi, Kampanye Anti Hoax, Studi Kasus, IHB