ANALISIS EMOTIONAL APPEAL DAN RATIONAL APPEAL PADA KONTEN POSTINGAN AKUN INSTAGRAM @AWKARIN

KHARISMA, HANUM INDAH and Yanti, Mery and Jaya, Eko Pebryan (2024) ANALISIS EMOTIONAL APPEAL DAN RATIONAL APPEAL PADA KONTEN POSTINGAN AKUN INSTAGRAM @AWKARIN. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the use of Emotional Appeal and Rational Appeal in the content posted on the Instagram account @awkarin. The theory employed in this research includes the concept of Emotional Appeal, which refers to efforts to influence the audience through emotions, and Rational Appeal, which refers to efforts to influence the audience through rational considerations, as proposed by George E. Belch and Michael A. Belch. The method used is qualitative descriptive by analyzing 4 pieces of Emotional Appeal content and 4 pieces of Rational Appeal content from the period of December 1, 2023, to February 29, 2024. The research data were obtained from documentation of the @awkarin Instagram account's postings. The results indicate that content with Emotional Appeal tends to attract more audience attention compared to Rational Appeal. However, all Emotional Appeal and Rational Appeal content received active responses from the audience. This finding highlights the importance of utilizing communication strategies that leverage Emotional Appeal to build strong interactions with the audience on social media platforms such as Instagram. This research provides a deeper understanding of effective ways to utilize Emotional Appeal and Rational Appeal in the context of social media, as well as their implications for future marketing and digital communication strategies.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Emotional Appeal, Rational Appeal, Content, Instagram
Subjects:	H Social Sciences > HM Sociology > HM831-901 Social change H Social Sciences > HN Social history and conditions. Social problems. Social reform > HN41-46 Community centers. Social centers
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	HANUM INDAH KHARISMA
Date Deposited:	21 May 2024 07:40
Last Modified:	21 May 2024 07:40
URI:	http://repository.unsri.ac.id/id/eprint/144751

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