YouTubers Creativity in Creating Public Awareness of COVID-19 in Indonesia: A YouTube Content Analysis

The Government of Indonesia has designated COVID-19 as a national disaster. Until now, many people are still not fully aware of the risks of COVID-19. On YouTube, the most widely used social media platform in Indonesia, information about COVID-19 is available. However, much misleading information has caused public worry and low public trust in the government in overcoming this pandemic. Popular YouTubers who have many subscribers can reach many viewers. Some of them made videos about COVID-19. This study aims to analyze how individual Indonesian YouTubers present the issue of COVID-19 in creating public awareness in Indonesia through their YouTube video content based on ethos, pathos, and logos. The research used qualitative content analysis methods includes planning, data collection, data analysis, and finally, creating a report and presentation of the result. This study analyzes YouTube video content created by five individual Indonesian YouTubers who have the most subscribers ranking. The unit analysis is video content about COVID-19 of the YouTubers through a visual image, audio, and text. The study results show that YouTubers use credible speakers on the ethos aspect (such as a pulmonologist, government spokesperson for COVID-19, doctors, and public figures) to convey information to their audience. The pathos aspect appears in serious nonverbal messages to influence the emotions of the audience. The logos aspect is verbal messages (arguments and pieces of evidence) that contains information about the characteristics of COVID-19, health protocols during a pandemic, critics to government decision making, and socio-economic impacts of coronavirus pandemic.