Penggunaan Meme Satir di Instagram sebagai Media Promosi Vaksinasi Booster Covid-19
Use of Satire Memes on Instagram as Media Promotion of Covid-19 Booster Vaccination
Abstract
Latar belakang: Salah satu pencegahan penularan Covid-19 adalah pemberian vaksinasi Covid-19 minimal 2 kali dosis wajib dan 1 dosis booster bagi masyarakat umum dan 2 dosis booster bagi tenaga kesehatan. Kebijakan ini menuai beragam reaksi dari masyarakat, di antaranya adalah sindiran terhadap regulasi baru tersebut. Keadaan ini dimanfaatkan oleh beberapa akun untuk menyampaikan edukasi terkait vaksinasi booster Covid-19 kepada khalayak umum, salah satunya adalah dengan meme satir. Meme satir merupakan konten audio visual yang khas dalam penggunaan gaya bahasa menyindir dan melibatkan humor.
Tujuan: Penelitian ini bertujuan untuk mengetahui efektivitas dan penerimaan informasi dari meme satir sebagai sarana media promosi vaksinasi booster Covid-19.
Metode: Penelitian ini menggunakan pendekatan deskriptif analitik dengan desain cross sectional. Sampel penelitian diambil menggunakan purposive sampling sebanyak 111 responden yang memenuhi kriteria dan mengisi kuesioner online. Penelitian dilakukan pada Juli – Agustus 2022. Analisis data dilakukan secara deskriptif analitik berdasarkan frekuensi dan persentase.
Hasil: Hasil penelitian menemukan sebanyak 75 responden (67,6%) setuju bahwa meme satir mempunyai probabilitas menjadi media promosi vaksinasi booster Covid-19 dan 70 responden (63,1%) setuju bahwa informasi terkait vaksinasi dalam meme satir dapat diterima dengan baik. Media sosial yang digunakan dalam keseharian responden untuk memperoleh informasi antara lain Instagram (88,3%), Whatsapp (82,0%), Twitter (59,5%), dan Tiktok (56,8%).
Kesimpulan: Meme satir dapat menjadi alternatif media baru dalam mempromosikan vaksinasi booster Covid-19 dengan penerimaan informasi yang baik. Penggunaan meme satir dapat digunakan tidak terbatas pada Instagram, tetapi juga media sosial lainnya.
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