Ambarson, Alifian Yusuf (2026) Analisis Isi Kualitatif Konten Streaming Kepedulian Sosial Pada Akun Youtube @Niceguymo. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the representation of social care and persuasive communication elements in social care live-streaming content on the @Niceguymo YouTube channel. The research employed a qualitative approach using qualitative content analysis of four social care live-streaming videos selected based on the research focus. The analysis was conducted using Nel Noddings' theory of care, consisting of engrossment, reciprocity, motivational displacement, and concrete action, as well as Carl Hovland's persuasive communication theory, which includes source credibility, message appeal, channel characteristics, and audience characteristics. The findings indicate that all elements of care and persuasive communication are present in @Niceguymo's live-streaming content. The element of engrossment is reflected in Bigmo's direct involvement in understanding the conditions of aid recipients, reciprocity is demonstrated through active interaction between the creator, beneficiaries, and audiences, motivational displacement is shown through Bigmo's willingness to prioritize the needs of others, while concrete action is manifested through fundraising, aid distribution, and transparent donation reporting. Furthermore, source credibility is established through transparency and accountability in donation management, message appeal is conveyed through authentic and emotionally engaging humanitarian stories, channel characteristics are reflected in the utilization of YouTube's live-streaming features that enable realtime interaction, and audience characteristics are demonstrated through Bigmo's ability to adapt his messages to the characteristics of his audience, encouraging active participation in social activities. This study concludes that social care livestreaming content on the @Niceguymo YouTube channel functions not only as entertainment but also as an effective communication medium for fostering social care, strengthening the relationship between the content creator and the audience, and encouraging public participation in humanitarian activities.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Alifian Yusuf Ambarson | ||||||||
| Date Deposited: | 21 Jul 2026 08:18 | ||||||||
| Last Modified: | 21 Jul 2026 08:18 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/57344 |
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- Analisis Isi Kualitatif Konten Streaming Kepedulian Sosial Pada Akun Youtube @Niceguymo. (deposited 21 Jul 2026 08:18) [Currently Displayed]
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