STRATEGI KOMUNIKASI PERSUASIF OVO DALAM PANDEMI COVID-19 MELALUI INSTAGRAM @OVO_ID
Bibliographic record
Abstract
The internet technology currently in demand is Instagram. This technology is able to provide and as a medium of information as fast as lightning with a blend of video, audio and visual. So it attracts the audience to use Instagram. In the current condition of the COVID-19 pandemic, Instagram is able to be a place for sharing information and being a marketing medium. As done by OVO. Companies in the field of fintech, which are incessantly using social media Instagram as a product marketing media. OVO first posted the "Myths About Corona Virus" during the COVID-19 pandemic. So the purpose of this study is to describe the ovo persuasive communication strategy in the COVID-19 pandemic through Instagram @ovo_id. This study uses persuasive communication theory with qualitative research methods. The findings of this study show that: firstly the credibility of the information provided by OVO was confirmed by trusted online newspaper media and official government media related to COVID-19, secondly the attitudes given by the audience towards followers posting "Myths About Corona Virus", based on cognitive attitudes, the third form of persuasive communication used by OVO is advertising. The consequence of this research finding is that it is necessary to consider using clickbait in the title of the post during the current COVID-19 pandemic conditions, where COVID-19 is a new virus so information about COVID-19 is needed.Teknologi internet yang saat ini diganderungi yaitu instagram. Teknologi ini mampu memberikan dan sebagai media informasi secepat kilat dengan perpaduan video, audio dan visual. Sehingga menarik khalayak untuk menggunakan instagram. Pada kondisi saat sekarang ini pandemi COVID-19, instagram mampu menjadi wadah untuk sharing informasi serta menjadi media pemasaran. Seperti yang dilakukan oleh OVO. Perusahaan dibidang fintech, yang sedang gencar-gencarnya menggunakan media sosial instagram sebagai media pemasaran produk. OVO memposting pertama kali mengenai “Mitos Seputar Virus Corona” disaat pandemi COVID-19. Sehingga tujuan penelitian ini yaitu untuk mendeskripsikan strategi komunikasi persuasif ovo dalam pandemi COVID-19 melalui instagram @ovo_id. Penelitian ini menggunakan teori komunikasi persuasive dengan metode penelitian kualitatif. Temuan dari penelitian ini memperlihatkan bahwa: pertama kredibilitas informasi yang diberikan oleh OVO terkonfirmasi oleh media koran online terpercaya dan media resmi pemerintahan terkait COVID-19, kedua sikap yang diberikan oleh khalyak (followers) terhadap postingan “Mitos Seputar Virus Corona”, berdasarkan sikap kognitif, ketiga bentuk komunkasi persuasif yang digunakan oleh OVO yaitu iklan. Konsekuensi dari temuan penelitian ini yaitu perlu pertimbangan untuk menggunakan clickbait pada judul postingan pada saat kondisi pandemi COVID-19 seperti saat sekarang ini, yang mana COVID-19 merupakan virus baru sehingga informasi mengenai COVID-19 sangat dibutuhkan.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.002 | 0.003 |
| Meta-epidemiology (narrow) | 0.001 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.003 | 0.001 |
| Scholarly communication | 0.005 | 0.003 |
| Open science | 0.000 | 0.002 |
| Research integrity | 0.001 | 0.002 |
| Insufficient payload (model declined to judge) | 0.023 | 0.004 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".