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Nia Ashton Destrity
Jurusan Ilmu Komunikasi, Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Brawijaya, Malang, Indonesia
Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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Journal : Jurnal Komunikasi Global

 1 
Petisi Online Sebagai Media Advokasi Alternatif dalam Upstream Social Marketing Nia Ashton Destrity
Jurnal Komunikasi Global Vol 7, No 2 (2018)
Publisher : Program Studi Ilmu Komunikasi FISIP Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (506.716 KB) | DOI: 10.24815/jkg.v7i2.11833

Abstract

Social marketing as a method encourages behavioral change in individuals for a better life by adopting concepts and principles in commercial marketing. Changes of individual behavior are influenced by social contexts that cannot be separated from the role of the upstream actors (parties who have influence in the policy-making process). In accordance, targeting upstream actors for social marketing activities has become a challenge. Therefore, social marketers need to communicate creatively with upstream parties to support their social marketing goals. This conceptual article aims to explain the importance of moving upstream as a concept and describes the use of online petitions as an alternative platform for media advocacy establishing an upstream social marketing strategy. It is argued that the development of information and communication technology offers an online petition platform for reaching upstream parties. Through a study of literature method, this article presents a case of online petition Change.org Indonesia which is supported by the media and policymakers. Change.org Indonesia has been actively developing media advocacy through the press conference, press release and press note, social media, and offline actions or events to influence policymakers in order to create a supportive environmental condition for behavioral change.
Co-Authors Abdul Wahid Asa Novela Ismawardani Enggar Dwiki Egiwirantia Fariza Yuniar Rakhmawati Hamdiki Ainur Roziqi Moh. Anung Nailil Machrom Nilam Wardasari Nilam Wardasari Talitha Argyanti