Integrasi Model Penjelasan Kebarangkalian (ELM) melalui Peranan Media dan NGO sebagai Wadah Pembentukan Kesedaran Sosial terhadap Isu OKU di Malaysia

Hazlin Falina Rosli, Maizatul Haizan Mahbob

Abstract


Kajian ini meneliti peranan media dan pertubuhan bukan kerajaan (NGO) dalam membentuk kesedaran sosial masyarakat terhadap hak Orang Kurang Upaya (OKU) di Malaysia melalui Model Penjelasan Kebarangkalian (Elaboration Likelihood Model, ELM). Kajian tinjauan melibatkan 496 responden di Lembah Klang telah dijalankan. Dapatan menunjukkan tahap kesedaran sosial berada pada paras sederhana, dengan pengaruh persekitaran individu mencatatkan min tertinggi (M = 5.14, SP = 1.29), diikuti oleh NGO (M = 4.65, SP = 1.31) dan bahan bacaan (media) (M = 4.23, SP = 1.26). Analisis regresi berganda mendapati media sebagai sumber maklumat dan pendidikan menerangkan secara signifikan 41.4% varians kesedaran sosial (F (2,493) = 174.078, p < .05). Namun, pengaruh media terhadap perubahan sikap sementara didapati tidak signifikan (β = –0.032, p > .05). Sebaliknya, peranan NGO secara signifikan meramalkan perubahan sikap kekal dengan menerangkan 10.8% varians (R² = .108, β = .341, t = 7.747, p < .05). Dapatan ini menunjukkan mesej media kebanyakannya diproses melalui laluan periferi, manakala penglibatan berasaskan NGO mencetuskan pemprosesan laluan pusat yang membawa kepada perubahan sikap lebih stabil. Kajian ini menegaskan keperluan memperkukuh kerjasama antara media dan NGO serta merangka strategi komunikasi yang lebih inklusif dan persuasif bagi meningkatkan kesedaran jangka panjang terhadap hak OKU. Implikasi daripada kajian ini menunjukkan bahawa media kurang berperanan dalam menyiarkan maklumat mengenai isu OKU kepada masyarakat, yang seterusnya mempengaruhi tahap kesedaran sosial dan penerimaan masyarakat terhadap golongan ini. Kajian ini juga mencadangkan perlunya penambahbaikan peranan media dan NGO dalam meningkatkan kesedaran sosial dan memupuk sikap lebih positif terhadap OKU.

 

Kata kunci: NGO, media, OKU, kesedaran sosial, Elaboration Likelihood Model (ELM).

 

https://doi.org/10.17576/JKMJC-2025-4104-20


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