PESAN KAMPANYE SOSIAL ANTI KEKERASAN BERBASIS GENDER ONLINE (Analisis Isi Kuantitatif pada Akun Instagram @awaskbgo)

Social media has become a strategic platform for disseminating social campaign messages, including issues of Online Gender-Based Violence (OGBV), which continue to increase annually. The Instagram account @awaskbgo functions as a medium for public education and advocacy through the “Awas KBGO!” campaign. However, empirical studies examining the dominant types of messages used in this campaign remain limited. This study aims to identify the frequency and dominance of social campaign message types related to OGBV on the Instagram account @awaskbgo.
This research employs a quantitative approach using descriptive content analysis. The campaign message framework proposed by A.W. Widjaja and M. Arisyk Wahab is applied, categorizing messages into informative, persuasive, and coercive types. The dataset consists of 22 Instagram posts (19 images and 3 videos) published between February 27, 2024, and January 25, 2025. Data were collected through documentation, and intercoder reliability testing using Holsti’s formula produced a coefficient of 0.7272, indicating acceptable reliability.
The findings reveal that persuasive messages are the most dominant type, accounting for 50% of the content, followed by informative messages (31.81%) and coercive messages (18.18%). These results support the campaign message concept proposed by Rogers and Storey (1987), which emphasizes the central role of persuasive strategies in social campaigns to raise awareness and encourage public engagement. This study confirms the continued relevance of campaign message theory in the context of digital social campaigns, particularly in addressing OGBV issues on social media platforms.