Etika Pemimpin Pendapat Kesihatan Wanita di Instagram

Emma Mohamad, Nur Hazwani Ahmad Damanhuri

Abstract


Kemunculan pemimpin pendapat di media sosial telah membuka ruang kepada masyarakat untuk lebih peka terhadap isu kesihatan. Walaubagaimanapun, ia menimbulkan persoalan terhadap isu kredibiliti mesej kerana tidak semua pemimpin pendapat mempunyai latar belakang dalam bidang perubatan dan kesihatan. Pemimpin pendapat media sosial dibahaskan mempunyai kecenderungan dalam mempengaruhi pemikiran dan tingkah laku khalayak. Maka apa yang disampaikan oleh pemimpin pendapat serta bagaimana proses yang dilalui oleh mereka dalam membentuk kandungan di media sosial adalah penting untuk diteliti. Persoalan etika dalam penyampaian mesej adalah antara aspek yang dititikberatkan dalam pemahaman proses pembentukan maklumat. Justeru, kajian ini dijalankan untuk melihat pengawalan diri dan etika pemimpin pendapat kesihatan wanita dalam isu gaya hidup sihat di media sosial Instagram. Kajian ini menggunakan Teori Pengampangan Media oleh Kurt Lewin sebagai panduan kajian. Satu temu bual mendalam telah dijalankan ke atas enam orang pemimpin pendapat kesihatan wanita bagi tujuan kajian. Hasil kajian tertumpu kepada pengawalan diri dan etika pemimpin pendapat. Hasil kajian menunjukkan bahawa pemimpin pendapat kesihatan wanita beretika dalam menyebarkan mesej kesihatan di Instagram. Selain itu, dapatan kajian ini turut melihat beberapa aspek yang sering diberi perhatian oleh pemimpin pendapat dalam menyampaikan mesej kesihatan seperti isu pemakaian, kesahan maklumat, kredibiliti diri dan mesej yang berbentuk penajaan.

 

Kata kunci: Pengampangan media sosial, komunikasi kesihatan, pemimpin pendapat wanita, gaya hidup sihat, etika pemimpin pendapat.


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References


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