Petisi Online Sebagai Media Advokasi Alternatif dalam Upstream Social Marketing
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 inf...
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| Format: | Article |
| Language: | English |
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Program Studi Ilmu Komunikasi Universitas Syiah Kuala
2018-12-01
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| Series: | JKG (Jurnal Komunikasi Global) |
| Subjects: | |
| Online Access: | https://jurnal.usk.ac.id/JKG/article/view/11833 |
| _version_ | 1797316419385294848 |
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| author | Nia Ashton Destrity |
| author_facet | Nia Ashton Destrity |
| author_sort | Nia Ashton Destrity |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-08T03:18:06Z |
| format | Article |
| id | doaj.art-dcd0d1bbfabd424dae12c3f4d3e89472 |
| institution | Directory Open Access Journal |
| issn | 2614-7998 2614-218X |
| language | English |
| last_indexed | 2024-03-08T03:18:06Z |
| publishDate | 2018-12-01 |
| publisher | Program Studi Ilmu Komunikasi Universitas Syiah Kuala |
| record_format | Article |
| series | JKG (Jurnal Komunikasi Global) |
| spelling | doaj.art-dcd0d1bbfabd424dae12c3f4d3e894722024-02-12T15:28:28ZengProgram Studi Ilmu Komunikasi Universitas Syiah KualaJKG (Jurnal Komunikasi Global)2614-79982614-218X2018-12-017214816810.24815/jkg.v7i2.118339320Petisi Online Sebagai Media Advokasi Alternatif dalam Upstream Social MarketingNia Ashton Destrity0Jurusan Ilmu Komunikasi, Universitas BrawijayaSocial 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.https://jurnal.usk.ac.id/JKG/article/view/11833upstream social marketingonline petitionmedia advocacy |
| spellingShingle | Nia Ashton Destrity Petisi Online Sebagai Media Advokasi Alternatif dalam Upstream Social Marketing JKG (Jurnal Komunikasi Global) upstream social marketing online petition media advocacy |
| title | Petisi Online Sebagai Media Advokasi Alternatif dalam Upstream Social Marketing |
| title_full | Petisi Online Sebagai Media Advokasi Alternatif dalam Upstream Social Marketing |
| title_fullStr | Petisi Online Sebagai Media Advokasi Alternatif dalam Upstream Social Marketing |
| title_full_unstemmed | Petisi Online Sebagai Media Advokasi Alternatif dalam Upstream Social Marketing |
| title_short | Petisi Online Sebagai Media Advokasi Alternatif dalam Upstream Social Marketing |
| title_sort | petisi online sebagai media advokasi alternatif dalam upstream social marketing |
| topic | upstream social marketing online petition media advocacy |
| url | https://jurnal.usk.ac.id/JKG/article/view/11833 |
| work_keys_str_mv | AT niaashtondestrity petisionlinesebagaimediaadvokasialternatifdalamupstreamsocialmarketing |