PROSES PERSUASI RUANG FILM BANDUNG KEPADA ANGGOTA KOMUNITAS FILM DI BANDUNG DALAM PROGRAM KLINIK FILM

Abstract

The purpose of this paper is to recognize Bandung’s Movie Room efforts to persuade film community in Bandung about the Film Clinic Program by learning it in six steps of Persuasion Process, which are presenting, attending, comprehending, yielding, retaining, and acting. The method used in this research is descriptive method. All datas in this research are collected by using interview technique, observation and collecting documents. The results of this research show that The Movie Room Bandung did the ‘presenting’ step by involving the persuader which is considered credible, in showing similarities to the film community in Bandung and using the power of collecting film communities in Bandung to present the program. At the ‘attending’ step, Movie Room Bandung used personal approach in conveying the message, different themes each month, and stress out the benefits of the program to attract film community in Bandung. At the ‘comprehending’ step, Movie Room Bandung explained it by using familiar terms of movie by repetitive explanation in the beginning and end of the each event of the Film Clinic. At the ‘yielding’ step, Movie Room Bandung used arguments strategy to make the film community Bandung agree their point of views. At the ‘retaining step’, Movie Room Bandung was consistent in the implementation of the Film Clinic Program . At the ‘acting’ step, Movie Room Bandung tried to change beliefs, attitudes and behaviors of the film community in Bandung