Public Awareness Campaigns Model of Global Civil Society at the Local Level: Case of Earth Hour Malang
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The purpose of this research is to elaborate the model of public awareness campaigns conducted by global civil society actors at the local level, with studies of Earth Hour Malang. Earth Hour Malang's public awareness campaigns are related to efforts to fight for environmental issues to gain attention with the society and stakeholders. This research used the global civil society framework, specifically the public awareness campaigns (PAC), conducted through interviews and documentation studies on Earth Hour Malang Social media. Social media data is analyzed using the NCapture feature in the NVivo 12 Plus. The results showed that Earth Hour Malang integrates offline and online approaches through various instruments in conducting campaigns. The goal is to raise public, business, and government awareness of environmental issues, encourage changes in green lifestyle-oriented behavior, changes in business activity and orientation, and pro-environmental policy changes.
Keywords: Earth Hour, environmental issues, global civil society, public awareness campaigns
Tujuan penelitian ini adalah mengelaborasi model kampanye kesadaran publik yang dilakukan oleh aktor global civil society di level lokal, dengan studi pada Earth Hour Malang. Kampanye kesadaran publik yang dilakukan Earth Hour Malang berkaitan dengan usaha memperjuangkan isu lingkungan agar dapat memperoleh perhatian bersama masyarakat dan pemangku kepentingan. Dengan menggunakan konsep global civil society dan public awareness campaigns, penelitian dilakukan melalui wawancara dan studi dokumentasi pada media sosial Earth Hour Malang. Data media sosial dianalisis menggunakan fitur NCapture pada aplikasi NVivo 12 Plus. Adapun hasil penelitian menunjukkan bahwa Earth Hour Malang mengintegrasikan pendekatan luring dan daring melalui beragam instrumen dalam melakukan kampanye. Tujuannya adalah menumbuhkan kesadaran masyarakat, sektor bisnis, dan pemerintah terhadap isu dan persoalan lingkungan sehingga mendorong perubahan perilaku masyarakat berorientasi gaya hidup hijau, perubahan aktivitas dan orientasi bisnis, serta perubahan kebijakan yang pro-lingkungan.
Kata-kata Kunci: Earth Hour, global civil society, isu lingkungan, kampanye kesadaran publik
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Adyta, Carolina Cynthia. 2020. "Interview.” Malang.
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Fernandez, Miriam, Gregoire Burel, Harith Alani, Lara S.G. Piccolo, Christoph Meili, and Raphael Hess. 2015. "Analysing Engagement Towards the 2014 Earth Hour Campaign in Twitter.” In EnviroInfo and ICT4S 2015: Building the Knowledge Base for Environmental Action and Sustainability. Copenhagen.
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Olexsak, Sarah J., and Alan Meier. 2013. "The Electricity Impacts of Earth Hour and Other Coordinated Energy Demand Shifting Actions.” In European Council for Energy Efficient Economy: 2013 Summer Studies Proceedings, 2141–46. https://www.eceee.org/library/conference_proceedings/eceee_Summer_Studies/2013/8-dynamics-of-consumption/the-electricity-impacts-of-earth-hour-and-other-coordinated-energy-demand-shifting-actions/2013/8-011-13_Olexsak.pdf/.
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