INVOLVEMENT OF CELEBRITIES IN YOUTH PROGRAMS: A CASE STUDY OF THE ENTERTAINMENT-EDUCATION APPROACH AT THE MINISTRY OF YOUTH AND SPORTS OF THE REPUBLIC OF INDONESIA

Dwi Agus SUSILO

doi:10.33068/iccd.v5i1.630

Dwi Agus SUSILO Universitas Budi Luhur

DOI: https://doi.org/10.33068/iccd.v5i1.630

Keywords: youth, agents of change, development communication, entertainment-education, social and behavior change

Abstract

Indonesian youth can potentially be agents of change but also as a development problem. This article looks at the potential youth have to overcome the problems young people face. The Ministry of Youth and Sports of the Republic of Indonesia has a communication strategy. Development of communication is carried out by implementing an entertainment-education (EE) approach to youth empowerment. Entertainment education in youth development by the Ministry of Youth through a popular culture approach invites celebrities. The method used is directly observing youth programs and activities from a literature study. Entertainment Education, or the edutainment approach, combines participatory communication strategies and the diffusion communication model. The results of the EE approach involving celebrities gain broader and greater access to information and youth involvement. EE, as a model of social and behavioral change, has been proven to turn young people into agents of change.

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