Implementasi storytelling dalam penulisan naskah video profil  organisasi kemanusiaan Palang Merah Indonesia

Muhammad Rafif Wigar Indrasto Mugi; Jaduk Gilang Pambayun; Eny Ratnasari

doi:10.24198/comdent.v3i1.62957

Implementasi storytelling dalam penulisan naskah video profil organisasi kemanusiaan Palang Merah Indonesia

Muhammad Rafif Wigar Indrasto Mugi, Jaduk Gilang Pambayun, Eny Ratnasari

Abstract

Latar Belakang: Terdapat kesalahan persepsi di masyarakat yang menganggap bahwa tugas Palang Merah Indonesia atau PMI hanya melayani donor darah saja. Anggapan ini tidak terlepas dari slogan PMI yaitu “Setetes Darah Sejuta Jiwa untuk Sesama.” Oleh karena itu, dibutuhkan pembuatan video profil organisasi untuk menyadarkan masyarakat terkait peran PMI. Dalam proses pembuatan video profil, diperlukan peran penulis naskah untuk mengembangkan cerita dengan metode storytelling, merancang dialog, dan menciptakan struktur naratif yang sesuai dengan kebutuhan produksi video profil. Tujuan: Artikel ini bertujuan untuk menjelaskan implementasi storytelling dalam penulisan naskah video profil organisasi kemanusiaan PMI Kota Magelang. Metode: Dalam proses penciptaan naskah video profil PMI Kota Magelang, digunakan metode kualitatif untuk membuat naskah video profil. Berdasarkan data yang didapat dari proses kualitatif, penulis kemudian melakukan produksi naskah dengan beberapa tahap yaitu menentukan ide dasar, mengolah data, membuat sinopsis, membuat draft naskah, pengayaan, dan final draft script. Hasil: Dalam tahap pra produksi, penulis naskah melaksanakan kegiatan observasi untuk mengumpulkan informasi yang digunakan sebagai acuan penulisan naskah. Pada tahap produksi, penulis naskah membantu divisi lain agar video yang dihasilkan sesuai dengan naskah. Pada tahap pasca produksi, penulis naskah melakukan pemeriksaan ulang pada video dan memantau proses editing. Dalam proses pembuatan sebuah video profil untuk organisasi kemanusiaan, penulis naskah perlu memperluas referensi dalam membangun sebuah ide. Video profil ini dapat menjadi gambaran kepada praktisi komunikasi dalam organisasi kemanusiaan dan kesehatan agar tetap mempertimbangkan aspek etika, seperti dengan tidak menampilkan scene yang membuat audiens merasa tidak nyaman.

Keywords

Organisasi kemanusiaan; Palang Merah Indonesia; penulis naskah; video profil; video company profile

Full Text:

PDF

References

Alibakhshi, R., Srivastava, S. C., & Mithas, S. (2023). Does emotional variability in social media video ads foster user engagement? Academy of Management Proceedings, 2023(1). https://doi.org/10.5465/AMPROC.2023.160bp

Basaran, H. R. (2020). The International Committee of the Red Cross: An Evaluation. Indonesian Journal of International Law, 17(3). https://doi.org/10.17304/ijil.vol17.3.791

Batty, C. (2013). Writing the Screenplay. In A Companion to Creative Writing (pp. 98–114). Wiley. https://doi.org/10.1002/9781118325759.ch7

Batty, C., Sawtell, L., & Taylor, S. (2016). Thinking through the screenplay: The academy as a site for research-based script development. Journal of Writing in Creative Practice, 9(1), 149–162. https://doi.org/10.1386/jwcp.9.1-2.149_1

Ben Romdhane, S., Elareshi, M., Alsridi, H., & Ziani, A. (2024). Public engagement via social media content: An organisational communication aspect (pp. 477–486). https://doi.org/10.1007/978-3-031-67431-0_46

Bevan-Mogg, W. (2021). Saying what must not be said: Exploring communication in the script development process. In The Palgrave Handbook of Script Development (pp. 87–101). Springer International Publishing. https://doi.org/10.1007/978-3-030-82234-7_7

Botan, C. H., & Sommerfeldt, E. J. (2023). Introduction. In Public Relations Theory III (pp. 1–8). Routledge. https://doi.org/10.4324/9781003141396-1

Bourgeois-Bougrine, S., & Glăveanu, V. P. (2018). Collaborative scriptwriting: Social and psychological factors. In The Creative Process (pp. 123–154). Palgrave Macmillan UK. https://doi.org/10.1057/978-1-137-50563-7_5

Cake, S. (2021). A collaborative reflection between writer, director and actors: Table read as scriptwriting “Intervention.” In The Palgrave Handbook of Script Development (pp. 425–436). Springer International Publishing. https://doi.org/10.1007/978-3-030-82234-7_29

Cake, S. (2022). Writing for instructional screens: Expanding the scope for screenwriting practitioners. Journal of Screenwriting, 13(2), 245–259. https://doi.org/10.1386/josc_00096_1

Cassidy, K. (2013). Script Writing. In The Videomaker Guide to Video Production (pp. 85–88). Routledge. https://doi.org/10.4324/9780240824673-23

Choi, H.-H., Lim, S.-A., & Kim, J.-H. (2016). An efficient expression technique for promotional video production based on IoT(the internet of things) in cultural art institutions. Multimedia Tools and Applications, 75(22), 14111–14124. https://doi.org/10.1007/s11042-014-2263-0

Cholewińska-Nielsen, A. (2022). Evolving Humanitarianism (A. Cholewińska-Nielsen (ed.)). Peter Lang Verlag. https://doi.org/10.3726/b20280

Ferrari, C., Papagno, C., Todorov, A., & Cattaneo, Z. (2019). Differences in emotion recognition from body and face cues between deaf and hearing individuals. Multisensory Research, 32(6), 499–519. https://doi.org/10.1163/22134808-20191353

Finkler, W., & Leon, B. (2019). The power of storytelling and video: A visual rhetoric for science communication. Journal of Science Communication, 18(05), A02. https://doi.org/10.22323/2.18050202

García-Orosa, B., & Pérez-Seijo, S. (2020). The use of 360° video by International Humanitarian Aid Organizations to spread social messages and Increase engagement. VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations, 31(6), 1311–1329. https://doi.org/10.1007/s11266-020-00280-z

Grunig, J. E. (2024). Public relations management in government and business. In Handbook of Administrative Communication (pp. 241–284). Routledge. https://doi.org/10.4324/9781003574033-12

Gulino, P. J. (2024). Screenwriting: The sequence approach. Chapman University. https://www.scopus.com/pages/publications/85187173525?inward

Hueth, A. (2019). Scriptwriting for film, television and new media. Routledge.

Kim, J., Lee, J., Heo, J., & Baek, J. (2021). Message strategies and viewer responses: Content analysis of HPV vaccination videos on YouTube. Journal of Health Communication, 26(12), 818–827. https://doi.org/10.1080/10810730.2021.2015644

Krohn, M. (2019). Strategizing with organizational videoblogs: Sensegiving, self-branding or spectacle? Qualitative Research in Organizations and Management: An International Journal, 14(4), 465–480. https://doi.org/10.1108/QROM-01-2018-1603

Kureczka, J. E. (2020). Getting the word out: public relations strategies to support biotechnology business goals. In Biotechnology Entrepreneurship (pp. 513–524). Elsevier. https://doi.org/10.1016/B978-0-12-815585-1.00034-6

Lane, A. (2023). Towards a theory of organizational storytelling for public relations: An engagement perspective. Public Relations Review, 49(1), 102297. https://doi.org/10.1016/j.pubrev.2023.102297

Lee, S. T., & Kee, A. (2017). Testing an environmental framework for understanding public relations practitioners’ orientation toward relationship management. Journal of Public Relations Research, 29(6), 259–276. https://doi.org/10.1080/1062726X.2017.1408465

Leuven, J. K. Van. (2017). Public relations theory. Routledge. https://doi.org/10.4324/9781351225748

Li, Y., Li, A., Tao, J., Li, F., Erickson, D., & Akagi, M. (2025). Contributions of audio and visual modalities to perception of Mandarin Chinese emotions in valence-arousal space. Acoustical Science and Technology, 46(1), e24.41. https://doi.org/10.1250/ast.e24.41

Luo, Y., Wang, M., & Ye, Q. (2024). A study on user Danmaku sending and emotional expression in online travel videos based on multimodal fusion. Electronic Commerce Research. https://doi.org/10.1007/s10660-024-09937-z

Ma, Z., Ma, R., Zhao, X., & Wang, X. (2023). Stories that engage the audience: An investigation of popular breast cancer narratives on social media. Telematics and Informatics, 85, 102048. https://doi.org/10.1016/j.tele.2023.102048

Magelang, P. K. (2024). Video profil Palang Merah Indonesia Kota Magelang [Video recording]. PMI Kota Magelang. https://www.youtube.com/watch?v=HrEnV6B73OE

Mao, W., & Nishide, Y. (2025). Crafting the messages for environmental NGOs: How narrative medium and mode shape different engagement levels. Humanities and Social Sciences Communications, 12(1), 140. https://doi.org/10.1057/s41599-025-04470-2

Martin, C. (2024). Applied Screenwriting. Routledge. https://doi.org/10.4324/9781003410317

Moon, I.-J., Jo, M., Kim, G.-Y., Kim, N., Cho, Y.-S., Hong, S.-H., & Seol, H.-Y. (2022). How does a face mask impact speech perception? Healthcare, 10(9), 1709. https://doi.org/10.3390/healthcare10091709

Nicoli, N., Henriksen, K., Komodromos, M., & Tsagalas, D. (2022). Investigating digital storytelling for the creation of positively engaging digital content. EuroMed Journal of Business, 17(2), 157–173. https://doi.org/10.1108/EMJB-03-2021-0036

Owen, I. (2016). The American red cross: Background, federal coordination, and oversight issues. The American Red Cross: Background, Federal Coordination, and Oversight Issues.

Parihar, A. S. (2020). Script writing for ‘short video’ with new media skills. Global Media Journal, 12(2). https://gmj.manipal.edu/issues/december2020/Anita Parihar.pdf

Patwa, N., Hamelin, N., & Tarabasz, A. (2022). Emotionally engaging customers through storytelling. In Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing (pp. 178–200). https://doi.org/10.4018/978-1-6684-5897-6.ch015

PMI. (2018a). Sejarah PMI. Www.Pmi.or.Id. https://www.pmi.or.id/about-us/history

PMI. (2018b). Tentang Kami. Www.Pmi.or.Id.

Roisin, C., Thuong, T. T., & Villard, L. (2020). A proposal for a video modeling for composing multimedia document. Multimedia Modeling: Modeling Multimedia Information and Systems, 313–332. https://doi.org/10.1142/9789812791993_0020?urlappend=%3Futm_source%3Dresearchgate

Sengupta, P., Chokshi, A., Helvaci Ozacar, B., Dutta, S., Sanyal, M., & Shanahan, M.-C. (2022). Language and symbolic violence in computational models of ethnocentrism: A critical phenomenology and Southern re-orientations. International Journal of Qualitative Studies in Education, 1–20. https://doi.org/10.1080/09518398.2022.2025475

Shen, Z., & Pritchard, M. J. (2022). Cognitive engagement on social media: A study of the effects of visual cueing in educational videos. Journal of the Association for Information Science and Technology, 73(9), 1253–1267. https://doi.org/10.1002/asi.24630

Smith, R. D. (2020). Strategic planning for public relations. Routledge. https://doi.org/10.4324/9781003024071

Sugiyono. (2015). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.

Tenderich, B. (2019). Content creation in public relations. In Public Relations (pp. 82–96). Routledge. https://doi.org/10.4324/9781315148106-7

Waters, R. D., & Jones, P. M. (2011). Using video to build an organization’s identity and brand: A content analysis of nonprofit organizations’ youtube videos. Journal of Nonprofit & Public Sector Marketing, 23(3), 248–268. https://doi.org/10.1080/10495142.2011.594779

Xie, W., Damiano, A., & Jong, C.-H. (2022). Emotional appeals and social support in organizational YouTube videos during COVID-19. Telematics and Informatics Reports, 8, 100028. https://doi.org/10.1016/j.teler.2022.100028

Zhu, L., & Wang, Y. (2025). Acting real: A cross-cultural investigation of finfluencer strategic authenticity. International Journal of Advertising, 44(1), 164–183. https://doi.org/10.1080/02650487.2024.2437289

DOI: https://doi.org/10.24198/comdent.v3i1.62957