The Source and Message Appeal in Perceiving Family Planning Topics

The family planning is important issue in Indonesia. The
Indonesian government has continuous effort to establish Indonesian
healthy families through numerous strategies and tactics over more than 40
years. Fertile-age woman or couple with unmet need become an issue to be
tackled with the program. In the rise of information and communication
technology and borderless medium, the epicenter of family planning rest
on the implementation of multi-mediated and direct communication.
Strategic communication is used in determining specific targeted public,
and the messages being conveyed. Advertising, digital media, community
socialization, and local community centers have been used, by BKKBN
(National Family Planning Coordinating Agency), to endorse the ideas of
healthier family. Each communication tool is used as a different way of
communicating, in this instance different source and messages to appeal
the reader. This article used a qualitative thematic analysis, to understand
how source of the message and the message appeal contributed on how the
recipient perceived family planning topics. The findings conclude three
things, 1) the importance of understanding targeted individuals� belief of a
health issue, 2) the persuasive message exposure, and 3) the suitable modes
of communication in delivering the intended message.