Strategi Komunikasi Yayasan Masyarakat Peduli Autisme Indonesia (MPATI) dalam Membangun Kesadaran dan Penerimaan Diri Orang Tua Anak dengan Autism Spectrum Disorder

الملخص

The presence of a child with Autism Spectrum Disorder (ASD) often triggers parental psychological crises, denial, and self-stigma due to social pressures. This study aims to analyze the digital communication strategy of the Indonesian Autism Care Society Foundation (MPATI) in educating and supporting parents' self-acceptance. Using a qualitative approach with a descriptive case study method, data were gathered through in-depth interviews with the Chairperson of MPATI, the media administrator, and three parents of autistic children (participants >5 years), then analyzed using the Miles and Huberman model with data triangulation. The analysis was examined through the Elaboration Likelihood Model (ELM), New Media Theory, Public Relations Process Model, and Social Support Concept. The results indicate that MPATI systematically integrates ELM-based messaging; the peripheral route is optimized through short visual content on TikTok and Instagram for initial awareness, while the central route is facilitated via in-depth education on YouTube, Zoom webinars, and a WhatsApp AI chatbot (AIRA) to provide private information free from social judgment. Hybrid channel convergence is also established through face-to-face activities like "FunnFitAutisme" to distribute informative, emotional, and appraisal support. This adaptive health communication strategy is proven effective in shifting parents' paradigms from denial to self-acceptance and fostering group resilience. practical insights for non-profit organizations in designing effective digital communication strategies for mental health and disability education.