Training Process to Develop Desirable Characteristics of Influencers on Youtube Platform
Keywords:
Influencer, Desirable Characteristics, Training processAbstract
The objectives of this research are 1) To analyze the desirable characteristics of influencers on YouTube platform, 2) To design and pilot a training process to develop the desirable characteristics of influencers on YouTube platform. It is qualitative research. Through 3 groups consist of 5 influencers, 3 Training specialists and 2 academics in the field of rhetoric by the research methodology, which Focus group and In-depth interviews in order to design the training program with 13 participants.
The research results found that Desirable characteristics of influencers on the YouTube platform include 1) Identity 2) Consistency 3) Creativity 4) Content 5) Sincerity
All 5 characteristics must include Ethos (trustworthiness) and Pathos (creating emotions for followers), Invention (Creating interesting content), Memory (speaking or showing to create recognition) are still important issues, as verbal and Non-Verbal communication, while Logos (rationality), Arrangement, Style, design, Delivery (systematic presentation) are slightly important.
In addition, the training process was designed and piloted to develop the desirable characteristics of influencers on YouTube platform. An important feature in every training activity is Identity, followed by Creativity, Content, and Sincere. Consistency is found less often, only in some activities. The research results reflect the phenomenon changing. Including the importance and permanence of the theory that allows those interested in the influencer field to clearly apply it more effectively on the basis of rhetorical theory.
Keywords: Influencer, Desirable Characteristics, Training process
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