STRATEGI KOMUNIKASI PROGRAM KELUARGA BERENCANA PADA MASA PANDEMI DI KABUPATEN MAGELANG JAWA TENGAH
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Abstract
Penurunan angka kesertaan Keluarga Berencana (KB) dan meningkatnya angka kehamilan pada masa pandemi Covid-19 terjadi di Kabupaten Magelang, Jawa Tengah. Hal ini disebabkan frekuensi penyuluhan yang berkurang, adanya refocusing anggaran, hingga peralihan model penyuluhan KB menjadi daring. Penelitian ini bertujuan mengkaji strategi komunikasi yang dilakukan oleh bidang KB Dinas Sosial Pengendalian Penduduk dan Keluarga Berencana Pemberdayaan Perempuan dan Perlindungan Anak (Dinsos PPKB PPPA) Kabupaten Magelang dalam melakukan penyuluhan pada masa pandemi untuk mencegah terjadinya ledakan kelahiran. Penelitian dilakukan pada bulan Maret hingga Juni 2020 dengan metode deskriptif pendekatan kualitatif. Pengumpulan data dilakukan melalui wawancara serta menganalisa konten Instagram @ipekbmagelang dan @ipekbjawatengah, data pelayanan Pengendalian Lapangan Program KB Kabupaten/Kota serta data pembinaan kesertaan KB aktif Kabupaten Magelang. Hasil penelitian menunjukkan Kabupaten Magelang melakukan proses perencanaan pesan melalui unsur logika pesan yakni logika ekspresif, logika konvensional, dan logika retoris. Pesan dirancang tidak hanya secara luwes, terbuka, dan reaktif, serta tepat, melainkan juga dengan memanfaatkan media baru sebagai alternatif penyuluhan KB sehingga pesan untuk meningkatkan kesertaan KB tetap maksimal.
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