Komunikasi Persuasif dalam Edukasi Kesehatan: Analisis Wacana Kritis terhadap Gaya dr. Gia Pratama dan dr. Tirta
Abstract
Pergeseran paradigma komunikasi kesehatan di era digital memicu lahirnya fenomena medical influencer yang memanfaatkan otoritas medis untuk mengedukasi masyarakat di tengah maraknya hoaks kesehatan. Artikel ilmiah bertajuk "Komunikasi Persuasif dalam Edukasi Kesehatan: Analisis Wacana Kritis terhadap Gaya dr. Gia Pratama dan dr. Tirta" mengomparasikan dua gaya komunikasi ekstrem (humanis-puitis versus provokatif-konfrontatif) melalui lensa Analisis Wacana Kritis (AWK) model Norman Fairclough. Metode yang digunakan adalah kualitatif dengan pendekatan studi kasus, di mana data bersumber dari dokumentasi transkrip podcast kesehatan di platform YouTube sepanjang tahun 2026. Analisis data dilakukan dengan teknik analisis konten yang mencakup dimensi mikro (teks), meso (praktik diskursif), dan makro (praktik sosiokultural). Hasil analisis menunjukkan bahwa dr. Gia dominan memanfaatkan elemen pathos melalui diksi afektif-analogis untuk menyasar jalur persuasi periferal. Sebaliknya, dr. Tirta mengonstruksi relasi kuasa yang tegas melalui kalimat imperatif-sarkastik yang menyasar jalur sentral (logos). Meskipun bertolak belakang secara diametral, kedua strategi diskursif tersebut terbukti sama-sama efektif dalam mereduksi misinformasi kesehatan, bergantung pada karakteristik kognosis sosial audiens digital yang dihadapi.
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