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JURNAL KOMUNIKASI INDONESIA

Abstract

This study examines the differences in stigma experienced by people living with human immunodeficiency virus (PLHIV) on social media and in broader Indonesian society. When PLHIV disclose their HIV-positive status on social media and attempt to break the stigma by becoming social media influencers, they receive both supportive and critical responses. Negative reactions arise when they are perceived as promoting risky activities, as burdens to the state, or when they face challenges securing sponsorship for their initiatives. This research employs a case study approach to explore the experiences of PLHIV use social media influence as a means to counter HIV-related stigma. Data were collected as part of an HIV-related influencer-centered community. The data were obtained through online observations of the activities of PLHIV influencers on social media and through in-depth interviews with PLHIV influencers. The findings reveal that PLHIV influencers utilize to share knowledge, conduct outreach, and provide consultation about HIV issues to millennials. The result shows that social media platforms help bring personal experiences into the public sphere, shaping public attitudes aligned with the platform characteristics: Twitter serves as an open discussion forum; Instagram functions as a promotional channel for healthy life content; and YouTube podcasts enhance message virality. This research contributes new insights into how HIV stigma is constructed and contested on social media and how influencers act as mediators in creating inclusive, accessible spaces for dialogue. These platforms enable interaction and engagement among professionals, policymakers, PLHIV, and the general public, fostering more participatory health communication ecosystem.

Bahasa Abstract

Penelitian ini diawali dengan melihat perbedaan stigma yang diterima oleh ODHA (Orang Dengan HIV/AIDS) di media sosial dan masyarakat di Indonesia. Ketika mereka membuka status HIV positifnya di media sosial dan mencoba untuk memutus stigma HIV di masyarakat dengan menjadi influencer, respon yang didapatkan ada yang positif dan ada yang negatif. Reaksi negatif muncul ketika ODHA dianggap melakukan kegiatan yang berisiko, dianggap sebagai beban negara dan sulit mendapatkan sponsor untuk membangun program. Penelitian ini dirancang sebagai studi kasus ODHA yang menjadi influencer di media sosial. “Fenomena” yang kami teliti adalah upaya ODHA menjadi influencer untuk menghilangkan stigma HIV/AIDS di media sosial. Data untuk penelitian ini dikumpulkan sebagai bagian dari komunitas influencer terkait HIV. Data diperoleh melalui observasi daring terhadap apa yang dilakukan ODHA sebagai influencer di media sosial melalui wawancara mendalam. Penelitian ini mengeksplorasi implikasi ODHA yang menjadi influencer di media sosial untuk memberikan pengetahuan, sosialisasi dan konsultasi tentang isu HIV kepada generasi milenial. Media sosial dapat membawa pengalaman pribadi ke ranah publik yang berpotensi memengaruhi sikap publik: Twitter sebagai forum diskusi terbuka, Instagram sebagai media promosi konten hidup sehat, dan podcast di Youtube dapat meningkatkan viralitas. Penelitian ini menawarkan wawasan baru tentang bagaimana stigma HIV terbentuk di media sosial dan bagaimana peran influencer dapat berfungsi sebagai moderator forum yang dapat diakses di media sosial. Platform media sosial memungkinkan para profesional, pembuat kebijakan, ODHA, dan masyarakat umum untuk berinteraksi dan terlibat dalam diskusi.

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