COMMUNICATION DYNAMICS IN ENVIRONMENTAL CARE CAMPAIGNS (QUALITATIVE STUDY ON PANDAWARA TIKTOK ACCOUNT REGARDING BEACH CLEANING IN CIBUTUN-LOJI, SIMPENAN DISTRICT, SUKABUMI REGENCY)

Abstract

Communication dynamics is the study of change and adaptation in the process of interaction between individuals or groups. It includes how messages are encoded, delivered, and received in various contexts, both in the real world and in the digital world. The development of technology and new media has added complexity to communication. The rapid development of social media, one of which is TikTok, has become the main platform for the Pandawara community to spread environmental messages. Pandawara is a community that uses TikTok as a medium for environmental campaign. One of the contents of the Pandawara environmental campaign on Cibutun-Loji Beach, Sukabumi, went viral due to a misunderstanding. The purpose of this study was to determine the dynamics of communication that occurred on Cibutun-Loji Beach and how to optimize the use of media.TikTok social media as an environmental campaign media. The method used by the researcher is a qualitative method by describing it thoroughly based on the data the researcher found. This study uses the Uses and Effects theory on how the results of the process of using mass media and its relation to media use affect individual decisions to use media. This study found that the Pandawara campaign experienced significant dynamics related to support and communication barriers. Semantic barriers, such as the mention of "the dirtiest beach," triggered misunderstandings with the local government. Support from the campaign produced cognitive, affective, and behavioral effects. The influence that occurs in this campaign can increase understanding, empathy, and environmental behavior in the community. This study found that sensitive and responsive communication in environmental campaigns on social media is very important for the success of messages and public acceptance.