Efektivitas Penerimaan Pesan Framing Video Edukatif dalam Membentuk Persepsi Siswa Mengenai Esensial Blue carbon

Abstract

Blue carbon merupakan salah satu solusi mitigasi perubahan iklim yang perlu dikomunikasikan kepada generasi muda. Video edukatif dapat digunakan sebagai media penyampaian pesan lingkungan, namun efektivitasnya perlu memperlihatkan bentuk framing pesan dan karakteristik penerima pesan. Penelitian ini bertujuan menganalisis perbedaan persepsi efektivitas pesan berdasarkan gain framing dan loss framing, serta menganalisis hubungannya dengan karakteristik psikografis. Penelitian menggunakan pendekatan kuantitatif dengan desain eksperimental semu yang didukung data kualitatif. Responden terdiri dari 80 siswa kelas XI SMA Negeri 1 Bogor yang dipilih melalui teknik simple random sampling dan dibagi ke dalam dua kelompok perlakuan. Data dianalisis menggunakan statistik deskriptif, uji Mann-Whitney-U, uji independent t-test, dan uji korelasi Rank Spearman. Hasil penelitian menunjukkan bahwa terdapat perbedaan signifikan antara gain framing dan loss framing terhadap persepsi efektivitas pesan. Selain itu, karakteristik psikografis terbukti berhubungan signifikan dengan persepsi efektivitas pesan.

Blue carbon is one of the climate change mitigation solutions that needs to be communicated to the younger generation. Educational videos can be used as a medium for conveying environmental messages, but their effectiveness needs to show the form of framing of the message and the characteristics of the recipient of the message. This study aims to analyze the difference in the perception of message effectiveness based on gain framing and loss framing, as well as analyze their relationship with psychographic characteristics. The research uses a quantitative approach with a pseudo-experimental design supported by qualitative data. The respondents consisted of 80 grade XI students of SMA Negeri 1 Bogor who were selected through a simple random sampling technique and divided into two treatment groups. Data were analyzed using descriptive statistics, the MannWhitney-U test, the independent t-test, and the Spearman Rank correlation test. The results showed that there was a significant difference between gain framing and loss framing on the perception of message effectiveness. In addition, psychographic characteristics have been shown to be significantly related to the perception of message effectiveness.