Communication Strategy of Kepuh Kemiri Village Government in Stunting Prevention Outreach
Strategi Komunikasi Pemerintah Desa Kepuh Kemiri Dalam Sosialisasi Pencegahan Stunting
DOI:
https://doi.org/10.21070/ups.11464Keywords:
Strategy, Communication, Stunting, Socialization, GovernmentAbstract
This study examines the communication strategy employed by the Kepuh Kemiri Village Government in disseminating stunting prevention programs through the perspective of Everett M. Rogers’ Diffusion of Innovations Theory. A descriptive qualitative approach was adopted, with data collected through observation, in-depth interviews, and documentation. The research participants consisted of village officials, Posyandu (integrated health service post) cadres, and community members who were directly involved in the program. The communication strategy integrated interpersonal communication, group communication, and digital media to accommodate characteristics and needs of the local community. The dissemination process followed the stages of the Diffusion of Innovations Theory, including knowledge, persuasion, decision, implementation, and confirmation. Furthermore, supported by the village government, local institutions, and community leaders, strengthened the dissemination of information and facilitated the adoption of innovation. Nevertheless, strengthening the persuasion stage and increasing community participation remain essential to ensure a more equitable and sustainable adoption of the innovation.
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