Abstract
The Ministry of Health of the Republic of Indonesia created a TikTok account @kemenkesri to educate the public about COVID-19. The purpose of this study is to describe the construction of creativity and communication innovation on Tiktok social media in preventing COVID-19. This study uses a constructivist approach to the type of analysis of the framing model of Robert N. Entman. Data was collected through TikTok video content documentation and analyzed with Robert N. Entman's framing framework. The results of the study describe that define problems constructed by the TikTok account @kemenkesri using simple, popular sentences, and according to the public's niche. Diagnose causes is constructed using examples of realities that are often present in life during the COVID-19 pandemic. Make moral judgment using sentences that are relevant to the mood of the audience. Treatment recommendations are constructed using sentences that direct an action that can be taken by the public. The key to successful communication on TikTok Social media is creativity and innovation that is carried out continuously to win the hearts of netizens.
Highlights
Abstrak: Kementerian Kesehatan Republik Indonesia membuat akun TikTok @kemenkesri untuk melakukan edukasi COVID-19 kepada masyarakat
The purpose of this study is to describe the construction of creativity and communication innovation carried out by the Ministry of Health of the Republic of Indonesia on Tiktok social media in the C-19 prevention campaign
The innovation and communication strategy carried out by the Ministry of Health of the Republic of Indonesia in preventing C-19 is to conduct a campaign through Tiktok social media which is being favored by the public
Summary
The COVID-19 (C-19) pandemic 'forces' all human activities to be carried out based on information technology faster than expected. Some people do not care about the implementation of health protocols; wearing masks, washing hands, and maintaining distance, even as strict as the regulations made by the government, there are still people who violate and are not afraid of the sanctions given This situation has an impact on the uncertainty of C-19 information that occurs in the community. The use of Tiktok social media as a government campaign media is a communication breakthrough or innovation in disseminating valid information about the corona virus (COVID-19). Communication innovation in conveying C-19 information to the public creatively is very important so that people can understand the content delivered effectively. The purpose of this study is to describe the construction of creativity and communication innovation carried out by the Ministry of Health of the Republic of Indonesia on Tiktok social media in the C-19 prevention campaign. Proceedings of International Conference on Da’wa and Communication defining problems, diagnose causes, making moral judgments, and treating recommendations for COVID-19 information content
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