<![CDATA[The increase in the phenomenon of human trafficking between 2019-2022 has increased public awareness of the importance of improving education to prevent and reduce such risks. This study aimed to identify the persuasive cues contained in PPATK's anti-trafficking literacy videos on YouTube using the Elaboration Likelihood Model (ELM) approach. The study used a qualitative descriptive approach to examine the content of three YouTube videos uploaded by PPATK from 2023 to 2025. The videos were transcribed, then analyzed using the Elaboration Probability Model (ELM), paying attention to central and peripheral persuasion cues. The study only considered the messages in the video; the study did not evaluate how viewers process it or how they feel about the content of the video. The analysis found that each video combined both channels of persuasion. Central cues include statistics, explanations of laws and institutional policies, and fact-based arguments. Peripheral cues include source credibility, emotional stories, visual design, and slogans. This study suggests the communication of risk-based strategies that highlight indicators of suspicious transactions related to trafficking, not only to the general public, but also to stakeholders such as financial service providers, law enforcement officials, local governments, and immigration and employment service agencies.]]>
Copyrights © 2026
