| Summary: | Messages and sign have certain influence toward humans’ cognition, yet different person might perceive them differently. Persuasive message appears to be one type of messages which has the strongest potential in modifying ones’ behavior. Children and anything about them are parents’ biggest proximity. Regarding to the massive exposure of sexual violence cases happened to children, parents demand access to know more information on this issue. This research is intended to see the effect of the exposure on news about sexual violence in children toward cognition route of parents who have daughters, and to see if there is any different cognition route between fathers and mothers in perceiving news related to sexual violence on children. This research employed an experimental method using the one group pre-post test design. This research involved 15 parents who have daughters who were chosen using an accidental sampling method. This reseach was conducted in the computer laboratory of FISIP UB. Sexual violence codes were displayed in some videos which showed some news on sexual violence happened to children. After that, an instrument in the form of central code and peripheral cognition route scale which was developed from the elaboration likegood model (ELM) was given to the samples in the form of questionnaires after they watched some persuasive messages. The results of the data were analyzed using t-test of SPSS 22.0 program. The result of this reseach shows that there is an effect of sexual violence news toward parents’ congition route at 0.820 in a level of significance 0.000, while the congiton route of mothers shows higher mean value at 104.66 than fathers at 91.73.
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