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

• Main Author: Penina Adele, Patricia
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67443
• Institution: Institut Teknologi Bandung

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.