PERFORMANCE AND FACTORS AFFECTING THE EFFECTIVENESS OF CAMPAIGN MESSAGES IN SOCIAL CAMPAIGN VIDEO SERIES FOR YOUTH "MAP OF INDONESIAN LITERATURE" IN DIGITAL MEDIA ON YOUTUBE CHANNEL
Based on current data findings from the Indonesian Survey Institute, the level of intolerance in society is high, so the nation's situation is not conducive to the education process. At the same time, according to the 2020 population census, Indonesia is currently experiencing a demographic...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/67443 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Based on current data findings from the Indonesian Survey Institute, the level of
intolerance in society is high, so the nation's situation is not conducive to the
education process. At the same time, according to the 2020 population census,
Indonesia is currently experiencing a demographic bonus, where the productive
age population is at a high percentage, namely at 70.72%, of which 27.9% are Gen
Z, meanwhile, one of the largest group slices of Gen Z in this productive age are
those who are classified as teenagers. The readiness of youth to face the world of
work is the responsibility of stakeholders including the state and educational
institutions. Critical thinking is one of the pillars in the educational process that
can be built, one of which is through literature. The Indonesian Literary Map
Campaign offers ideas of diversity through the development of literature in
Indonesia.
The Indonesian Literary Map Project is a project initiated by the writer and
philosopher Ayu Utami. This project campaign is carried out in the form of
presentations of several animated videos online on the Youtube channel. However,
the project which was launched in 2018 is considered to have not shown sufficient
indications of achievement.
The study was conducted using qualitative-quantitative methode to determine the
effectiveness of the campaign message of the National Literary Map animated video
series. Firstly by comprehending the strategy, concept and design of the Indonesian
Literary Map Video Series. Secondly, by examining factors that affect the
effectiveness of the campaign message for the target youth, so that through this
research, recommendations for formats of social campaigns that are more suitable
for the current young generation, can be obtained. |
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