Shinta Dwi Astuti, . (2021) PENGARUH PESAN KAMPANYE “STOP SEXUAL VIOLENCE” THE BODY SHOP TERHADAP SIKAP MASYARAKAT (Surver Pada Followers Instagram @thebodyshopindo.impact). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Reporting from Woman Empowerment Organization's CATAHU data in 2020 shows that the number of victims of sexual violence against women increase every year. Even during the Covid-19 pandemic, Woman Empowerment Organization had received 1,617 reports. On the other hand, there is no legal right that sided for the victims and The Body Shop Indonesia has launched the “stop sexual violence” campaign to voice and accompany the voices of the victims and provide a picture of the fate of the victims and why there is a need for a victim-oriented law. This study aims to determine whether there is an effect of the “stop sexual violence” campaign message on people's attitudes that test the Oostergard campaign model based on the dimensions of message content, message structure, and message frame as well as community attitudes measured based on attitude theory with cognitive, affective and conative dimensions. The approach used in this research is quantitative. A survey of 95 followers using the purposive sampling technique. The results of this study indicate the results of the regression test of 0.392, which means that every positive addition of 1 X value will increase the Y value by 0.39. Conversely, if the reduction is negative by 1, the Y value will decrease by 0.392. Hypothesis test results obtained t count> t table which is equal to 16,961> 1,985. So it can be concluded that Ho is rejected and Ha is accepted. The suggestion in this research is not to use just one color because the public will feel less attractive and not read as a whole and this campaign can be launched on other social media platforms than Instagram. Keywords: Sexual Violence, stop sexual violence campaign, Caring Attitude, Ostergaard Model.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No panggil : 1710411155] [Pembimbing: Aan Setiadarma] [Penguji 1: Yani Hendrayani] [Penguji 2: Supratman] |
| Uncontrolled Keywords: | Sexual Violence, stop sexual violence campaign, Caring Attitude, Ostergaard Model. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform H Social Sciences > HQ The family. Marriage. Woman |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Shinta Dwi Astuti |
| Date Deposited: | 04 Oct 2021 07:33 |
| Last Modified: | 04 Oct 2021 07:33 |
| URI: | http://repository.upnvj.ac.id/id/eprint/12799 |
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