The research questions addressed in this work are: 1) How is the model of social communication done by the village head in an effort to build the brand image of Parseh Village, Socah Subdistrict, Bangkalan District as a drug-free village ?, 2) What are the factors that hamper the social communication done by the village head in an effort to build the brand image of Parseh Village, Socah Subdistrict, Bangkalan District as a drug-free village ?. The research used a qualitative approach and was designed based on the framework of phenomenological study. Data collection techniques used were interviews, observation and documentation. Then, after collecting data, it would be analyzed by framework analysis techniques. The research found out that: 1) The model of social communication conducted by Parseh Village Head in an effort to build Parseh Village's brand image, Socah Subdistrict, Bangkalan District as a drug free village is in the form of interpersonal communication, group communication, and mass communication. Interpersonal communication occurred in a coffee shop and during physical exercise on the field. Group communication occurred during sewing training activities in the village hall and during religious activities such as “majlis ta'lim” in the communities houses. Meanwhile, mass communication occurred when the anti-drug declaration was held on the field of Parseh Village. 2) Factors that hamper social communications conducted by the head of Parseh Village in an effort to build Parseh Village's brand image, Socah Subdistrict, Bangkalan District as a drug-free village are: a) Lack of public knowledge about the danger of drugs, b) The low level of community education, c) People think drug business is quicker to make a profit.
Read full abstract