Membaca retorika visual dari keviralan unggahan Eugene sebagai narasi kampanye kesehatan mental di Instagram
DOI:
https://doi.org/10.30998/jd.v13i4.3250Keywords:
retorika visual, fotografi, narasi kampanyeAbstract
Artikel ini membahas retorika visual dalam penyampaian kampanye kesehatan mental dari unggahan “Eugene” melalui akun @world_record_egg. Penelitian ini menganalisis bagaimana retorika visual pada enam unggahan foto beserta caption menyampaikan pesan mengenai tekanan sosial dan isu kesehatan mental. Metode penelitian yang digunakan ialah kualitatif deskriptif yang disampaikan secara naratif melalui observasi visual terhadap enam unggahan foto dan caption, serta studi pustaka dengan teori segitiga retorika sebagai kerangka analisis. Data visual berupa tangkapan layar enam unggahan, jumlah likes dan jumlah komentar dikumpulkan pada 06 Januari 2023 sebagai batas waktu pengambilan data penelitian. Hasil penelitian menunjukkan kekuatan utama karya fotografi ini terletak pada gagasan yang diperkuat melalui komposisi, warna, tekstur dan angle fotografi sehingga mampu merepresentasikan simbol tekanan sosial sekaligus membangun kesadaran mengenai kesehatan mental. Temuan penelitian menunjukkan bahwa retorika visual pada unggahan “Eugene”, yang didukung oleh caption dan dipublikasikan melalui Instagram, dapat menjadi strategi komunikasi visual dalam menyampaikan pesan simbolik mengenai kesehatan mental. Penelitian ini berkontribusi pada kajian fotografi dan budaya visual digital dengan menunjukkan bahwa kesederhanaan visual yang didukung simbolisme yang kuat berpotensi membangun kesadaran sosial melalui media digital.
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