RESEPSI WARGA DALAM NARASI PERSUASIF PROGRAM KANG PISMAN (STUDI KASUS WARGA JALAN KEADILAN KOTA BANDUNG)

Abstract

Bandung City Government has addressed waste problems through the Kang Pisman Program since 2018. The Head of RW acts as a communicator and persuader who delivers  persuasive narratives to encourage residents to participate in the program. However, residents who receive these persuasive messages have different receptions and levels of participation. This study aims to determine residents’ reception positions, the factors underlying the diversity of reception, and the factors underlying the diversity of participation levels in the persuasive narrative of the Kang Pisman Program. This study employed a qualitative approach with a case study method conducted in Jalan Keadilan, RW 09, Bandung City. Data were collected through in-depth interviews, observation, and documentation. The findings show that the majority of residents occupy a dominant position, while negotiated and oppositional positions appear in several aspects of the research findings. The diversity of reception is influenced by message clarity, message attractiveness, awareness, and residents’ experiences. Meanwhile, the diversity of participation levels is influenced by factors that encourage active participation and factors that limit participation. The findings indicate that receiving persuasive messages does not necessarily produce uniform interpretations of participation.