Peran dan Kepentingan MTV dalam Kampanye Penanggulangan HIV/AIDS: MTV Staying Alive di Kenya

Basar Brasilia Zwageri, Rochdi Mohan Nazala

2015 | Skripsi | Ilmu Hubungan Internasional

ABSTRACT This undergraduate thesis presents a systematic concept of transnational activism and agenda settings to explain the emergence of MTV as a new international actor, especially in its effort to prevent HIV/AIDS in Kenya. The aims of this research are to attempt to discover MTV’s interest and main reason in raising HIV/AIDS issue within its advocacy agenda, and what are the supporting factors behind the success of the MTV Staying Alive Campaign. This undergraduate thesis argues that the proximity between HIV/AIDS issue with young people which is also the target market of MTV and people’s awareness that later renders HIV/AIDS as global problem that needs collective treatment are the reason why MTV decides HIV/AIDS as paramount issue on their agenda setting. This study also suggests that with MTV Staying Alive, MTV is able to prove that it has good corporate social responsibility management. Keywords: transnational activism, agenda setting, MTV, MTV Staying Alive, HIV, AIDS, Kenya, corporate social responsibility.

Kata Kunci : HIV/AIDS