Attitudes towards the ‘Shisha No Thanks’ campaign video: Content Analysis of Facebook Comments (Preprint)

BACKGROUND While social media is commonly used in public health campaigns, there is a gap in our understanding of what happens after the campaign is seen by the target audience. Frequently reported social media metrics, such as reach and engagement, do not reflect whether the audience accepts the campaign, or more importantly, whether they take up the campaign’s message. This study investigates whether analysing social media comments can provide insight into how a campaign is received, by examining Facebook comments about the Shisha No Thanks campaign. Shisha No Thanks aims to raise awareness of the harms of shisha (also known as waterpipe) smoking among young people from Arabic-speaking background in Sydney, Australia. A campaign video was produced and shared widely on social media, where it received over 10,000 Facebook comments. OBJECTIVE This study aims to understand how the Shisha No Thanks video was received by the target audience by analysing Facebook comments posted to it. Specifically, this study aims to determine whether the audience accepted or rejected the campaign’s message. METHODS A sample of the Facebook comments was extracted using Facebook’s Graph API (application programming interface). The study team developed content categories consistent with the research question. The categories were: ‘Accept’ the campaign message, ‘Reject’, and ‘Unclear’. Subcategories were developed based on common themes in each category. The categories were reviewed by Cultural Support Workers (health workers who support multicultural communities) to ensure the cultural meanings of the comments were captured. Each comment was then coded by three team members, and only assigned a category if there was agreement by at least two members. RESULTS The Shisha No Thanks video reached 435,811 people and received over 11,000 comments. Of the n=4,990 comments that were sampled, 9.1% (n=456) accepted the campaign message, 22.9% (n=1,144) rejected the message, 21.8% (n=1,089) were unclear, and 46.1% (n=2,301) contained only tagged names. Of our sample, 2.8% (n=138) indicated the commenter took on board the campaign message by expressing an intention to stop smoking shisha, or asking a friend to stop smoking shisha. Of the comments that showed rejection of the campaign, the majority were people dismissing the campaign by laughing at it or expressing pro-shisha sentiments. CONCLUSIONS This study demonstrates that conducting content analyses of social media comments can provide important insight into how a campaign message is received by the target audience. Analysing Facebook comments on the Shisha No Thanks video showed that almost one in 10 people who commented accepted the campaign message, and almost 3% took up the campaign message. On the other hand, analysing the Facebook comments also provides important insight into perspectives of people who did not accept the campaign message, which can be useful in developing future interventions on this issue.

CRITICAL DISCOURSE ANALYSIS OF GILLETTE® AUDIOVISUAL AD ENTITLED “WE BELIEVE: THE BEST MEN CAN BE”

Advertising is one of the ways that can influence people to purchase products, services, or shaping one's mind for a way of life. The audiovisual ad gives more benefits over the audio one or the visual one because it is more attractive and can provide a clear view of the goods or the ideas by combining the audio and visual aspects. Bullying and sexual harassment have become a common issue that happened in society around the world. These issues give a negative impact on society, especially to the victims even to the men themselves. Gillette® had launched an audiovisual ad related to bullying and sexual harassment in 2019. The ad tries to convey the men to stop the bullying and sexual harassment issue caused by toxic masculinity happened worldwide. This study aims to critically study the text, the discursive practice, and the socio-cultural practice of the Gillette® audiovisual ad entitled “We Believe: The Best Man Can Be” by using the Fairclough’s method of Critical Discourse Analyses (CDA). From the textual analysis, it is found that the ad is using: (1) questioning form of sentences invoking the previous tagline of Gillette® “The Best a Man Can Get” to reinforce the campaign message of “The Best Man Can Be”; (2) using three kinds of tenses (present tense, future tense, and present perfect continues tense) in stating the fact related to toxic masculinity which has been going on far too long and also in saying the consequence of the ad's campaign message happened in the future; (3) using the pronoun "We" which refer to Gillette® as the influencer which has taken action in changing the toxic masculinity issue by describing the healthy version of what it means to be a man so it gives the impression of persuading to men; (4) using the conditional sentence to reinforce how important the message of the campaign willing to convey is. The analysis of the discursive practice of the ad that can be found is that Gillette®, as the producer, is using the #MeToo-inspired movement as the way to distribute the message of "The Best Man Can Be" to the men as the consumer. All of those ways are to campaign the healthy version of what it means to be a man motivated by a toxic masculinity phenomenon that happened in society as what has found from the socio-cultural practice analysis.

A Functional Analysis of 2016 Nonpresidential Campaign Tweets

A functional analysis was conducted on 2016 candidate tweets in races for governor, U.S. Senate, and U.S. House. The 2016 presidential campaign left no doubt that Twitter has come of age as a campaign medium. Because this form of communication is relatively new, we know relatively little about it. Tweets and retweets combined used acclaims more than attacks. Tweets used more acclaims, and fewer attacks, than retweets. Incumbent candidates acclaimed more, and attacked less, than challengers. These campaign messages addressed character slightly more than policy. Tweets acclaimed more than they attacked when addressing general goals and ideals. Incumbents (compared with challengers) were more likely to acclaim, and less likely to attack, when discussing past deeds. With the exception of topic (about the same number of policy and character comments) these findings reflect other campaign message forms.

A Functional Analysis of 2016 Nonpresidential Campaign Tweets

A functional analysis was conducted on 2016 candidate tweets in races for governor, U.S. Senate, and U.S. House. The 2016 presidential campaign left no doubt that Twitter has come of age as a campaign medium. Because this form of communication is relatively new, we know relatively little about it. Tweets and retweets combined used acclaims more than attacks. Tweets used more acclaims, and fewer attacks, than retweets. Incumbent candidates acclaimed more, and attacked less, than challengers. These campaign messages addressed character slightly more than policy. Tweets acclaimed more than they attacked when addressing general goals and ideals. Incumbents (compared with challengers) were more likely to acclaim, and less likely to attack, when discussing past deeds. With the exception of topic (about the same number of policy and character comments) these findings reflect other campaign message forms.

Program Kampanye #Budayabeberes Terhadap Partisipasi Masyarakat Untuk Membuang Sampah Sendiri

Currently there are many problems in the environmental sector, such as a lack of public awareness in sorting and disposing of waste. Therefore, one of the companies that is actively conducting campaigns to reduce this problem is KFC Indonesia. KFC spreads its #budayabeberes campaign message via Instagram. The purpose of this study was to determine the effect of the #budayabeberes campaign on community participation in disposing of their own waste. This research used descriptive explanative method, with a quantitative approach. The sampling technique used accidental sampling. The data collection techniques used questionnaires and interviews. The analysis technique used linear regression. The results in this study state that the cultural campaign program carried out on Instagram has an influence of 46.1% and the remaining 53.9% is influenced by other factors such as interest from participants, gifts from an activity, the existence of benefits from activities, and outside motivation. The #budayabeberes campaign program has a positive and significant effect on community participation in disposing of their own waste with a coefficient value of 1.391

Opini Pemilih Pemula Surabaya terhadap Iklan Politik Para Kandidat di Pilkada

Election Campaign Period is a period in political events where candidates have the opportunity to introduce themselves to the public. Through various forms and channels of communication, candidates endeavor to convey their ideas and profile. One form of communication channel is political advertising. The target group that is always interesting to be targeted by advertisements is the beginner voter group. With a very significant number of them, the beginner voter is a potential "market" to work on so that a candidate's campaign message can be conveyed. This study wants to see how the opinions of the beginner voters, especially in the city of Surabaya about the ads of candidates for Cagub Cawagub in the East Java Regional Election 2018. Using a quantitative approach with survey methods, the results show that both candidate pairs' ads, namely Khofifah-Emil and Gus Ipul- Puti are positively opinion by beginner voters. However, when viewed from each opinion component, namely Trust, Values, and Expectations, the Gus Ipul-Puti advertisement has a higher component in Values and Expectations while the Khofifah advertisement pair is high in the Trust component.