<![CDATA[The growth of social media has made Instagram an important platform for disseminating health information, including medical cannabis, which remains a controversial issue in Indonesia. This study aims to examine the construction of persuasive messages in medical cannabis educational content on the Instagram account @tm420.id. Using a qualitative approach and content analysis, the study analyzed 20 posts consisting of 14 carousel posts and 6 reels. The analysis focused on persuasive message forms, message appeals, persuasion routes based on the Elaboration Likelihood Model (ELM), and visual rhetoric. The findings reveal that argumentative messages dominate the content, supported by informative and educational messages. Rational appeal serves as the primary persuasive strategy through the presentation of facts, empirical evidence, research findings, regulatory developments, and scientific references. Nineteen posts primarily employ the central route, while one post relies more on the peripheral route. Visual rhetoric, including carousels, infographics, typography, illustrations, and screenshots of scientific journals and official documents, enhances credibility and facilitates audience understanding.]]>
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