May 18, 2016

Let's Take A Look: Campaign as Persuasive Media

Campaign is something important in this day. We all do campaign, and we experienced being a communicant from campaign. We see campaign on our everyday life. But, do we know about campaign? That's the question. And my thesis here, is something you could read to getting know the campaign.

And yeah baby, let's get started.

Pace, Peterson, and Burnett define persuasion as an act of communication that aims to create a communicant adopted the view communicator about something or perform a particular action. That is, when we talk about communication actions aimed at changing thoughts, ideas, and behaviors, persuasion is the important point. That information is in accordance with the understanding persuasive language, which is subtly persuasive (to be sure) as set forth in the Great Dictionary of Indonesian. Of course, the context of persuasive communication is highly relevant to the campaign.

In the 1940 campaign began with propaganda differentiated context. Factors such as resources, time, nature of the ideas, objectives, message reception mode, mode of action and properties of interest into the differentiation.

Venus said communication campaign based on seven criteria characteristics. First, the campaign source always possible to identify with certainty and transparent. Secondly, there is a certain time period which limits the campaign. Third, the nature of the ideas campaign is open to debate. Fourth, the campaign has always had a clear and specific objectives. Fifth, the campaign greatly avoid coercive approach. Something which is of course very different from the propaganda, because propaganda usually require power to smooth the goal. Sixth, there is a code of conduct in the rule of the campaign and followed by all parties involved. Seventh, the campaign attention to the interests of both sides in order to achieve the goal.

After seven criteria are met, we can divide the communication campaign conducted in several types according to the targeted issues. Charles U. Larson divide it into three parts:

a. Product-oriented campaigns
Product-oriented campaign. As the name implies, this campaign is usually used for commercial purposes, which in turn will provide financial benefits for the perpetrators of the campaign. Or in simpler language, we call the product promotion.

b. Candiate-oriented campaigns
Campaign-oriented candidates. Or in a language more often heard in the media is a political campaign.

c. Or ideological cause-oriented campaigns
Campaign-oriented dimension of social change. Usually, this kind of campaign is a form of CSR. However, in many cases ideological and social, many parties who campaigned social without expecting any reply directly, but only as forming a social awareness around the community.


Post a Comment