PERCEPTION OF INFORMATION ABOUT HIV/AIDS IN THE POST TRUTH ERA: HAYVEE SOCIAL CAMPAIGN

Abstract

In the “post truth era”, where most of people has access to the internet and not only uses to find information, but to create and share their own content about health-related issues. Information about HIV/Aids has become a widespread issue that is taboo to talk about in society, especially Indonesia. HayVee was born as a social community that focuses on providing education and also discussing issues related to HIV/AIDS in Indonesia through various social media platforms. The purpose of this study is to analyze millennial perceptions of HIV/Aids after participating in the social campaign conducted by Hayvee on social media. This study uses a quantitative approach and path analysis techniques with 95 samples. Our research got results: (1) the most important part to share information about social campaign conducted by HayVee is credibility of communicators, (2) The content of the campaign message consists of message content and message structure, (3) best approaches to transmit the messages in this covid pandemic is using social media. Based on the results of the analysis, it was found that there was an impact of social campaign variables on the perception of followers of the @HayveeID Instagram account regarding the transmission of HIV/Aids. We propose a long-term approach to overcome millennials doubts about the basic information, health-related issues and critical thinking in this post truth era by using various communication channels.