Local Culture on Covid 19 Government Campaign in Social Media
Anne Maryani, Ike Junita Triwardhani, Muhamad Zaki Mustafa, Raditya Pratama

Universitas Islam Bandung

Abstract

Instagram and Facebook are two social media that have a lot of users. The uniqueness built on social media to distinguish from others is the inclusion of local cultural contents. Message conveyance through campaign activities by the government as a form of communication with the public is crucial. One of the ways to do that is by incorporating elements of local culture into the campaign so that people feel they belong and close to the information conveyed. Promoting local culture in the campaign message will make people interested. The purpose of this research is to map local cultural content in the campaign activities governments regarding Covid-19 through social media- analyzing campaign messages containing local cultural content. This study uses ethnography of communication approach to obtain cultural values that exist in a condition through communication process. The case being studied is the Covid-19 campaign delivered by the Ministry of Health in Indonesia. Data collection techniques are carried out through observation, in-depth interviews. This research is expected to contribute to the health campaign delivered by the government.

Keywords: Campaign, Local Culture, Ethnography of Communication, Social Media, the Government

Topic: Media, Journalism, and Information