Main Article Content
Abstract
This research aims to determine the actions carried out by the Pandawara Group and the public's response and sentiment in the context of the social movement carried out by @pandawaragroup on social media.
The research method used is a qualitative approach with a descriptive research type. Data collection was carried out through social media searches from March to April 2024. The data analysis technique was discourse analysis of posts related to the Pandawara Group on social media, by Brand24 Application.
The research results show that the social movement carried out by the @pandawaragroup account with the tagline "Not cleaning but reducing" has fulfilled the three campaign stages according to Ostegraard (2002): awareness, attitude, and action. This is demonstrated by the participation of social media users in cleaning up rubbish in rivers and beaches. Apart from that, research findings show that the response given by social media users to this social movement is by re-sharing content, providing comments, and uploading using the hashtags #pandawara #pandwaragroup #onedayonetrashbag. The public sentiment that emerged regarding the social movement carried out by the Pandawara Group was divided into positive and negative sentiments. Positive sentiment emerged through mentions and posts expressing support and appreciation for the Pandawara Group's actions, while negative public sentiment regarding the Pandawara Group emerged based on concerns about the lack of government support and low public awareness of protecting the environment.
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References
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References
Costanza Chock, S. (2011). Digital popular communication: Lessons on information and communication technologies for social change from the immigrant rights movement. National Civic Review, 100(3), 29–35. https://doi.org/10.1002/ncr.20065
Cotten, Shelia R. Robinson, Laura and Schulz, Jeremy 2018. Social Movements and Media Studies in Media and Communications, Volume 14, 1–20 Copyright © 2018 by Emerald Publishing Limited All rights of reproduction in any form reserved ISSN: 2050-2060/doi:10.1108/S2050-206020170000014004
Eriyanto. (2008). Analisis Wacana Pengantar analisis teks media. LKiS Pelangi Aksara.
Fuadi, A., & Tasmin, T. (2019). Gerakan Sosial Baru di Ruang Publik Virtual. Hanifiya: Jurnal Studi Agama-Agama, 1(1), 48–60. https://doi.org/10.15575/hanifiya.v1i1.4261
Hapsari, D. R. (2016). Peran Jaringan Komunikasi Dalam Gerakan Sosial Untuk Pelestarian Lingkungan Hidup. Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia, 1(1), 25. https://doi.org/10.25008/jkiski.v1i1.33
Martono, N. (2011). Sosiologi Perubahan Sosial. Rajawali Press.
Ostegaard, L. (2002). Effective Campaign Assessment: How to Learn From Your Failures. In H.-D. Klingemann & A. Römmele (Eds.), Public Information Campaigns & Opinion Research. SAGE.
Ratri Wikan, N. (2018). Dampak Pencemaran Air Laut Akibat Sampah Terhadap Kelestarian Laut Indonesia. Jurnal Universitas Muhammadiyah Yogyakarta.
Sari, D. K., & Siahainenia, R. R. (2015). Gerakan Sosial Baru di Ruang Publik Virtual pada Kasus Satinah. Jurnal ILMU KOMUNIKASI, 12(1), 105–118. https://doi.org/10.24002/jik.v12i1.446
Rohlinger., Deana A. and Earl., Jennifer. 2018. The Past, Present, And Future Of Media And Social Movement. Studies In Media And Communications : Social Movement and Media. Series Editors: Shelia R. Cotten, Laura Robinson, And Jeremy Schulz. Emerald, UK.
Venus, A. (2012). Manajemen Kampanye : Panduan Teoritis Dan Praktis Dalam Mengefektifkan Kampanye Komunikasi Publik. Simbiosa Rekatama Media.
https://www.jawapos.com/entertainment/011764682/3700-volunteer-ikuti-bersih-bersih-pantai-sukaraja-bareng-influencer-pandawara-group (accessed on March 2, 2024)
Total Timbulan Sampah Nasional. https://sipsn.menlhk.go.id/sipsn/public/data/timbulan (accessed on March 2, 2024.