Kampanye Public Relations Desa bersinar dalam upaya pencegahan penyalahgunaan narkoba : Analisis deskriptif Badan Narkotika Nasional Kabupaten Sumedang

Putri, Hermaya (2021) Kampanye Public Relations Desa bersinar dalam upaya pencegahan penyalahgunaan narkoba : Analisis deskriptif Badan Narkotika Nasional Kabupaten Sumedang. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Kampanye Public Relations Desa Bersinar merupakan kegiatan yang dilakukan oleh BNN Kabupaten Sumedang dalam upaya pencegahan penyalahgunaan narkoba. Pemetaan wilayah dilakukan untuk menentukan desa binaan. Pesan disampaikan sesuai latar belakang ekonomi, pendidikan dan sosial budaya. Sosialisasi bahaya narkoba dan penyuluhan untuk masyarakat berperan aktif dalam program Desa Bersinar. Tujuan penelitian ini yaitu untuk menganalisis realitas BNN Kabupaten Sumedang dalam melakukan kampanye Desa Bersinar dan menyebarluaskan informasi sebagai upaya pencegahan penyalahgunaan narkoba. Peneliti menggunakan model kampanye Public Relations menurut Leon Ostegaard. Metode yang digunakan dalam penelitian yaitu analisis deskriptif menggunakan pendekatan kualitatif dan paradigma konstruktivisme. Teknik yang digunakan peneliti yaitu teknik wawancara dan observasi dalam mengumpulkan data penelitian dengan memanfaatkan sumber data primer dan sekunder. Hasil penelitian menunjukan bahwa program Desa Bersinar yang dilakukan oleh BNN Kabupaten Sumedang dengan cara sosialisasi dan penyuluhan mendapat perhatian dari masyarakat yang menjadi desa binaan. Sikap kepedulian BNN Kabupaten Sumedang terhadap lingkungan dan kepentingan publik menjadi hal yang menarik bagi masyarakat setempat. Strategi pencegahan digunakan dengan pendekatan emosional kepada masyarakat. Media yang digunakan adalah media elektronik radio, media cetak baligo dan pamphlet, media konvensional tatap muka, selain media konvensional BNN Kabupaten Sumedang juga menggunakan media sosial seperti instagram, facebook, twitter, youtube, dan website sebagai penyampai informasi publik. Keberhasilan program Desa Bersinar dilihat berdasarkan penurunan kasus penyalahgunaan narkoba, dan perubahan perilaku masyarakat yang lebih peduli. Hal ini dilakukan sebagai upaya pencegahan dan untuk meminimalisir kasus penyalahgunaan narkoba. Simpulan yang diperoleh dari hasil kampanye Public Relations BNN Kabupaten Sumedang adalah berkurangnya penyalahgunaan dan pecandu narkoba di Kabupaten Sumedang. Dengan dilakukannya sosialisasi dan penyuluhan terhadap masyarakat terjadi perubahan perilaku masyarakat yang semula apatis menjadi lebih peduli. Serta kegiatan monitoring yang dilakukan oleh tim Intervensi Berbasis Masyarakat membuat wilayah desa binaan menjadi lebih terproteksi dari kasus penyalahgunaan narkoba. ABSTRACT Hermaya Putri: Shining Village Public Relations Campaign in Efforts to Prevent Drug Abuse (Descriptive Analysis of the National Narcotics Agency of Sumedang Regency) The Bersinar Village Public Relations Campaign is an activity carried out by the Sumedang Regency BNN in an effort to prevent drug abuse. Regional mapping is carried out to determine the target villages. Messages are delivered according to economic, educational and socio-cultural backgrounds. Socialization of the dangers of drugs and counseling for the community play an active role in the Shining Village program. The purpose of this study is to analyze the reality of the Sumedang Regency BNN in conducting the Shining Village campaign and disseminating information as an effort to prevent drug abuse. The researcher uses the Public Relations campaign model according to Leon Ostegaard. The method used in this research is descriptive analysis using a qualitative approach and constructivism paradigm. The technique used by the researcher is interview and observation in collecting research data by utilizing primary and secondary data sources. The results showed that the Shining Village program carried out by the Sumedang Regency BNN by means of socialization and counseling received attention from the people who became the target villages. The attitude of the Sumedang Regency BNN's concern for the environment and the public interest has become an interesting thing for the local community. Prevention strategies are used with an emotional approach to the community. The media used are radio electronic media, baligo print media and pamphlets, face-to-face conventional media, in addition to conventional media, Sumedang Regency BNN also uses social media such as Instagram, Facebook, Twitter, YouTube, and websites as public information providers. The success of the Desa Bersinar program is seen from the decrease in drug abuse cases, and changes in community behavior that are more concerned. This is done as an effort to prevent and to minimize cases of drug abuse. The conclusions obtained from the results of the Public Relations campaign of the BNN in Sumedang Regency are the reduction of drug abuse and addicts in Sumedang Regency. By doing socialization and outreach to the community, there was a change in people's behavior from being apathetic to being more concerned. As well as monitoring activities carried out by the Community-Based Intervention team, the target village areas are more protected from drug abuse case.

Item Type: Thesis (Sarjana)
Uncontrolled Keywords: Kampanye Public Relations;Desa Bersinar
Subjects: Social Interaction, Interpersonal Relations
Political Process
Political Process > Campaigns and Parties in Indonesia
Personal Health, Hygiene
Divisions: Fakultas Dakwah dan Komunikasi > Program Studi Hubungan Masyarakat
Depositing User: hermaya putri
Date Deposited: 15 Sep 2021 23:55
Last Modified: 15 Sep 2021 23:55
URI: https://digilib.uinsgd.ac.id/id/eprint/43626

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