The strategy of regional media in campaigning pollution control and damage of citarum river watershed in west java (a case study of the citarum harum program)

Abstract

It is a fact that the condition of the Citarum River is full of problems. The problems are about plastic waste, pollution of household waste, and industrial waste. To deal with the problems, the President intended to revitalize the Citarum River by establishing the Republic of Indonesia Presidential Regulation Number 15/2018 concerning the Acceleration of Pollution Control and Damage to the Citarum River watershed. The program is intently broadcasted through various mass media to raising people’s awareness of controlling pollution and damage of Citarum River watershed. It is the vital function of media to inform environmental insights and activate community actions (proper disposal of industrial and domestic wastes). By informing actual information, mass media can contribute to structuring social understanding and social-behaviour improvement. The present study employed a case study approach. The researchers focused on the deep-longitudinal aspects of Citarum Harum Program. The analysis was following stages; observation, data collection, analysis, and dissemination. The analysis was mainly based on interviews to reliable individuals ranging from mass media practitioner, government officials, activists, and scholars. The results shows that printed media, television, and radio have social responsibility to educate the society about the river protection. In addition, policies in several media are considered to be consistent in disseminating the messages and ideas as they also create innovations in structural, social, and cultural approaches.