Analisis Strategi Komunikasi Penerbitan Pesanan Khidmat Awam (PKA) Pandemik COVID-19

Hasrul Hashim, Mohd Azul Mohamad Salleh

Abstract


Komunikasi melalui media merupakan salah satu aspek terpenting sekiranya sesebuah negara berhadapan dengan sebarang bentuk krisis kesihatan seperti penularan pandemik. Salah satu medium yang sering digunakan adalah melalui penerbitan video pesanan khidmat awam (public service announcement) atau PKA. PKA merupakan video berdurasi di antara 30 ke 120 saat serta mempunyai kemampuan untuk berkomunikasi kepada khalayak berskala besar dan menggalakkan perubahan tingkah laku sosial. Walau bagaimanapun, sesuatu PKA akan dianggap gagal sekiranya mesej yang ingin disampaikan tidak diendahkan atau tidak difahami oleh khalayak. Ketika Malaysia sedang berhadapan dengan krisis kesihatan seperti pandemik COVID-19, PKA yang dihasilkan kurang memberikan penekanan terhadap aspek kajian keseimbangan tingkah laku, daya ingatan, dan juga gaya persembahan mesej. Justeru, kertas ini bertujuan untuk membincangkan analisis gaya persembahan yang terdapat di dalam 30 buah pesanan khidmat awam berkaitan COVID-19 yang terdapat di dalam laman YouTube MyHealth Kementerian Kesihatan Malaysia (KKM) yang dimuatnaik bermula dari Januari hingga Jun 2020. Dapatan awal analisis ini menunjukkan majoriti PKA yang diterbitkan menggunakan teknik penerbitan animasi 2D dengan meletakkan senario situasi yang dihadapi oleh sebuah keluarga di Malaysia untuk memudahkan pemahaman khalayak terhadap mesej yang ingin disampaikan. Keseluruhannya, gaya persembahan PKA berkenaan COVID-19 di Malaysia menitikberatkan keseimbangan di antara kepentingan mesej dan gaya komunikasi dengan lima fasa di dalam teori perubahan tingkah laku khalayak. 

 

Kata kunci: Pesanan khidmat awam, produksi media, komunikasi krisis, pandemik, COVID-19.


https://doi.org/10.17576/JKMJC-2021-3704-06


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