BENTUK DAN ISI PESAN KAMPANYE SOLIDARITAS PALESTINA DI INSTAGRAM (Analisis Isi pada Akun Instagram @bdsnationalcommittee)

The BDS Movement is one of the Palestinian freedom movements that also carries out campaign actions directly and through media distribution. This study analyzes messages in the Palestine solidarity campaign carried out by the BDS Movement as a form of Palestine solidarity on the Instagram account @bdsnationalcommittee during the period of October 7, 2023 to November 10, 2023. The approach used is quantitative content analysis with two categories, namely message form (informative, persuasive, coercive) and message content (boycott, divestment, sanctions). A total of 92 contents were analyzed by researchers and two coders using the Holsti and Scott Pi reliability test to ensure consistency of data categorization results.

The results showed that the percentage of persuasive message categories was 59%, informative 33%, and coercive 8%. In the content of the BDS campaign message, sanctions dominate with 76%, while boycott and divestment each have a proportion of 15% and 9%. Further analysis of the cross-tabulation revealed that persuasive-sanction messages with a value of 47% were the most frequently used combination during the research period of October 7, 2023 - November 10, 2023.

This study concludes that the campaign carried out as a form of Palestinian solidarity on the Instagram account @bdsnationalcommittee for the period October 7, 2023 - November 10, 2023 used more persuasive messages, especially in sanction messages to gain public support.