Publication Search

This research analyzes the speech acts used by the student community at Universitas Negeri Medan in both academic and social interactions. Speech acts are the smallest components in communication that determine the meaning or intention of an utterance as conveyed by the speaker in accordance with a specific context or condition. The communication context consists of social contexts, which refer to the relationship between the speaker and the interlocutor. The purpose of this study is to identify the forms, principles, implicatures, deixis, and how various communication contexts influence the choice of speech acts and linguistic politeness. The methodology employed in this study combines methodological and theoretical approaches. The methodological approach is descriptive qualitative, while the theoretical approach applies pragmatic perspectives supported by literature review. The research methods include observation, interviews, audio recordings, transcription, and literature study by analyzing relevant sources. The findings reveal that in social interactions, students more frequently employ expressive and commissive speech acts to build and express emotions. Factors influencing this include situational context, the impact of media and technology, relationships with interlocutors, and cultural background. The study concludes that understanding speech acts is crucial for improving communication effectiveness among students in both academic and social settings. The implications of this research can be applied to the development of better communication strategies in educational environments and to enhance students’ awareness of polite and contextually appropriate language use.

Pengabdian masyarakat Universitas Bojonegoro di Desa Mojoagung menunjukkan bahwa pendekatan pendidikan berbasis feminisme, diskusi interaktif, dan distribusi tablet penambah darah (TTD) yang didukung oleh penyuluhan pola makan sehat dapat membantu meningkatkan kesadaran akan gender dan gizi perempuan.kesehatan. Program ini mampu menurunkan prevalensi anemia hingga 30%, memberdayakan perempuan secara sosial, dan meningkatkan kesadaran akan hak-haknya. Selain itu, keberlanjutan dan pertumbuhan program bergantung pada kerja sama dengan fasilitas medis dan organisasi masyarakat non-pemerintah. Menurut hasil dari beberapa penelitian terkait, pemberdayaan perempuan melalui kesadaran gender yang lebih besar dan akses ke perawatan kesehatan inklusif dapat membantu meningkatkan kesehatan dan status gizi perempuan sekaligus mendorong perubahan sosial yang tahan lama. Strategi berbasis komunitas yang melibatkan keluarga dan komunitas sangat penting untuk mencapai tujuan ini, terutama dalam hal mencegah anemia, meningkatkan kesehatan anak-anak, dan memajukan hak-hak perempuan di masyarakat.

Era digital membawa tantangan sekaligus peluang dalam pelestarian budaya lokal. Desa Ngaru-Aru, yang kaya akan warisan budaya seperti Tari Topeng Ireng, menghadapi kendala dalam promosi budaya akibat kurangnya dokumentasi dan media digital yang representatif. Program pengabdian masyarakat ini bertujuan mengembangkan website bundaru.com sebagai media edukasi dan promosi seni budaya lokal. Metode yang digunakan meliputi observasi partisipatif, wawancara, dokumentasi, dan FGD dengan pihak-pihak yang terkait. Hasil dari kegiatan ini meliputi peningkatan literasi digital, partisipasi aktif generasi muda, penguatan identitas budaya melalui platform digital dan sarana promosi kebudayaan. Website ini tidak hanya menyajikan informasi tentang sejarah dan filosofi Tari Topeng Ireng, tetapi juga menyediakan galeri, jadwal acara, profil komunitas seni lokal dan kontak dari setiap komunitas atau penggiat seni. Keberhasilan program ini menunjukkan bahwa digitalisasi dapat menjadi strategi efektif dalam pelestarian budaya, sekaligus memperkuat ekosistem sosial dan ekonomi desa berbasis budaya.

Artikel ini menyajikan rancangan, pelaksanaan, dan hasil dari program intensif empat sesi yang bertujuan untuk meningkatkan keterampilan penerjemahan dan penjurubahasaan di kalangan mahasiswa. Program ini merupakan proyek kolaboratif pengabdian masyarakat antara dua universitas yang dirancang untuk menjembatani kesenjangan antara pembelajaran teoretis dan penerapan di dunia nyata. Setiap sesi mengintegrasikan pembelajaran berbasis praktik langsung, dan kolaborasi antarmahasiswa, dengan fokus pada kompetensi utama seperti ketepatan linguistik dan kepekaan terhadap konteks. Mahasiswa berinteraksi dengan materi autentik dari berbagai bidang, termasuk penerjemahan dan penjurubahasaan hukum, akademik, dan komunitas. Latihan reflektif dan umpan balik formatif dimasukkan untuk mendukung keterampilan individu. Evaluasi awal melalui pre-test peserta dan penilaian post-test menunjukkan peningkatan yang signifikan dalam kepercayaan diri mahasiswa. Hasil dari umpan balik memberikan komentar positif mengenai pelatihan ini sebab tema serta materi yang disajikan sangat relevan dengan substansi yang mereka sudah pelajari dan bisa diterapkan nantinya di dunia kerja.

Kegiatan pengabdian ini bertujuan untuk meningkatkan literasi dan keterampilan perencanaan keuangan bagi pelaku industri rumahan, khususnya penjahit perempuan dan ibu rumah tangga di sentra konveksi Desa Kalitengah, Kecamatan Wedi, Klaten. Permasalahan rendahnya literasi keuangan, tidak adanya pencatatan keuangan, serta tumpang tindih antara keuangan pribadi dan usaha menjadi hambatan utama dalam pengambilan keputusan finansial dan keberlanjutan usaha. Program ini dilaksanakan melalui pendekatan edukatif dan partisipatif yang meliputi penyuluhan interaktif, pelatihan pencatatan keuangan, simulasi perencanaan anggaran, diskusi kelompok, serta pendampingan individual. Materi disampaikan secara kontekstual menggunakan bahasa sehari-hari dan narasi kehidupan nyata, serta mengintegrasikan nilai kearifan lokal seperti prinsip “kembali ke akar”. Hasil evaluasi menunjukkan peningkatan pemahaman peserta terhadap pentingnya pencatatan pemasukan-pengeluaran, penyusunan anggaran rumah tangga, serta perubahan sikap terhadap konsumsi dan manajemen keuangan keluarga. Kegiatan ini terbukti efektif dalam mendorong transformasi perilaku keuangan yang lebih bijak dan dapat direplikasi dalam pemberdayaan ekonomi rumah tangga berbasis komunitas

The SENABUNG Serang Volunteer Community has various humanitarian programs to help the poor, street children, and other communities in need. This study aims to determine the communication strategy of the SENABUNG Serang Volunteer Community in increasing its presence in the community, as well as to analyze the obstacles faced. The research method uses a descriptive qualitative approach with the Resource Mobilization theory. Data were obtained through interviews, observation, and documentation. Data validity techniques use source triangulation to ensure the validity of the research findings. The results show that the existence of the SENABUNG community is built through the mobilization of five types of resources, namely human, material, organizational, socio-cultural, and moral resources. The community has succeeded in mobilizing volunteers, collecting donations, building social networks, and gaining moral legitimacy from the community. However, this study also found internal obstacles such as limited volunteers and time, inadequate equipment, unstable morale and transportation facilities, as well as external obstacles such as dependence on donations and digital security threats. Despite these successes, the study highlights significant challenges. Internally, the community struggles with a limited number of volunteers, which affects the sustainability of its programs. Moreover, the volunteers' time commitment is often restricted, limiting their capacity to engage fully. Additionally, inadequate equipment and unstable morale present further hurdles. Externally, the community's reliance on donations for funding leaves it vulnerable to fluctuations in contributions, and digital security threats pose risks to the integrity of the information shared across platforms.

Penelitian ini bertujuan untuk memahami strategi komunikasi orangtua dalam membatasi penggunaan ponsel anak usia 8–10 tahun di Dukuh Kayon, Desa Batursari, Kecamatan Mranggen, Kabupaten Demak. Metode penelitian yang digunakan adalah kualitatif deskriptif dengan lima informan orangtua dari latar belakang sosial ekonomi berbeda. Hasil penelitian menunjukkan bahwa pola komunikasi orangtua bervariasi antara otoritatif, permisif terbatas, dan dialogis. Pola komunikasi dialogis dengan pendekatan active mediation lebih efektif dalam menumbuhkan literasi digital serta membentuk disiplin belajar anak. Kendala yang dihadapi orangtua meliputi keterbatasan waktu, tekanan sosial dari lingkungan teman sebaya, serta tuntutan akademik berbasis digital. Penelitian ini menyimpulkan bahwa strategi komunikasi dialogis yang konsisten, ditopang kolaborasi sekolah dan komunitas, dapat memperkuat pengasuhan digital dan meminimalkan dampak negatif penggunaan ponsel pada anak.

The creative industry in Indonesia, particularly the film, animation, and video subsector, is increasingly recognized as an important pillar of national development due to its contribution to economic growth, cultural promotion, and the expansion of creative networks. However, local film communities such as the Bulusari Film Village in Ungaran still face various obstacles, particularly limitations in screenwriting, production, and promotion skills. This study aims to describe the participatory-based mentoring process in strengthening the creative capacity of the community through training in screenwriting and short film production. The methods used are Participatory Community Appraisal (PCA) and Community Partnership Program (CPP), with stages including preparation, socialization, training implementation, and collaborative evaluation. The results of this activity show a significant increase in the skills of community members as demonstrated by differences in pre-test and post-test scores and the success of producing short films based on local culture. In addition, this program has succeeded in strengthening internal collaboration, increasing solidarity, and expanding the promotional reach of works through social media and local events. The academic contribution of this activity lies in the development of a participatory-based film community mentoring model, while its practical contribution is the empowerment of the community as both a culture and a creative economy actor. This program also has implications for strengthening the creative industry ecosystem while supporting the achievement of the Sustainable Development Goals (SDGs). Moreover, the program has strengthened internal collaboration, enhanced solidarity among community members, and expanded the visibility of their work through social media and local events. This initiative not only provides academic value by developing a participatory-based mentoring model for film communities but also contributes practically by empowering the community as both cultural and creative economy stakeholders.

Masalah pengelolaan sampah di Kota Semarang  semakin meningkat menuntut adanya solusi berbasis masyarakat.  Progran Pengabdian Kepada Masyarakat berbasis kemitraan  bertujuan mengoptimalkan peran Bank Sampah Adi Dharma RW 06 Kelurahan Sendangguwo dalam mengolah sampah anorganik menjadi kerajinan bernilai ekonomi. Metode yang digunakan adalah Participatory Action Research melalui tahapan sosialisasi, pelatihan produksi, pendampingan, serta penguatan manajemen usaha dan pemasaran digital. Hasil penelitian menunjukkan peningkatan partisipasi masyarakat melalui aplikasi SampahKu, efisiensi produksi yang lebih tinggi dengan penerapan teknologi tepat guna, serta diversifikasi produk kerajinan yang semakin beragam. Program ini juga mendorong terbentuknya modal sosial, perubahan perilaku warga terhadap sampah, serta penurunan volume sampah yang dibuang ke TPA. Secara keseluruhan, hasil ini membuktikan bahwa integrasi Ipteks  mampu mendorong transformasi sosial, ekonomi, dan lingkungan secara berkelanjutan di tingkat komunitas.

Isu keterbatasan lahan di wilayah perkotaan mendorong perlunya solusi alternatif untuk mendukung ketahanan pangan dan pemberdayaan masyarakat. Kegiatan Pengabdian kepada Masyarakat (PkM) ini berfokus pada pengembangan urban farming di Kelurahan Bukit Duri dengan melibatkan kader TP PKK sebagai mitra utama. Tujuan pengabdian ini adalah meningkatkan pengetahuan teknis, keterampilan, serta kemandirian warga dalam memanfaatkan ruang mikro melalui sistem hidroponik dan pemanfaatan lahan vertikal maupun horizontal. Metode yang digunakan meliputi pelatihan, workshop, praktik instalasi hidroponik, penyemaian, hingga panen dan pengelolaan pasca panen. Hasil pengabdian menunjukkan peningkatan kapasitas kader PKK dalam praktik urban farming, terbentuknya kebun percontohan yang aktif dirawat, serta pemanfaatan hasil panen untuk konsumsi rumah tangga dan pengembangan produk melalui branding sederhana. Program ini memberikan manfaat multidimensi: sosial, ekonomi, dan lingkungan, serta mendorong keberlanjutan pemberdayaan masyarakat berbasis komunitas.

This study aims to explore how interpersonal communication plays a role in the process of constructing self-identity within the “Jemuah Keos” community in Surabaya. This community functions as an alternative social space inhabited by individuals with diverse creative backgrounds, such as musicians, motorcycle builders, visual artists, and subculture enthusiasts. The formation of identity in this community is not solely driven by individual expression but also shaped through social interactions that are reflective and rich in meaningful symbols. The study uses a qualitative approach with a descriptive case study method. Data were collected through participatory observation, semi-structured interviews with nine informants, and documentation of various visual artifacts representing the community’s activities. The data analysis process follows the interactive model by Miles and Huberman, which consists of three main stages: data reduction, data presentation, and drawing conclusions. The theoretical framework used in this study refers to Joseph A. DeVito's concept of interpersonal communication, which includes self-disclosure, empathy, emotional support, symbolic exchange, social values, as well as reflective interaction and role negotiation in social relationships. The findings indicate that interpersonal communication is a key element in shaping and negotiating personal identity. Cultural symbols such as clothing style, vehicle modifications, visual language, and daily interaction patterns become primary means of identity expression. The "Jemuah Keos" community demonstrates openness, equality, and a critical stance against the dominance of mainstream culture. Interpersonal communication within this community also plays a role in building collective solidarity and voicing critical views on existing cultural standards. The identity formed is not only personal but also part of a larger community identity.

Penelitian ini bertujuan untuk mengkaji secara mendalam strategi komunikasi publik yang diterapkan oleh Dinas Komunikasi dan Informatika (Diskominfo) Kota Bengkulu dalam upaya meningkatkan literasi digital masyarakat di tengah proses transformasi digital. Latar belakang penelitian ini berangkat dari urgensi literasi digital sebagai salah satu kompetensi penting di era teknologi informasi, khususnya dalam menghadapi tantangan penyebaran informasi palsu (hoaks), perlindungan data pribadi, serta etika bermedia. Metode penelitian yang digunakan adalah pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara mendalam, observasi partisipatif, dan studi dokumentasi. Informan penelitian meliputi pejabat Diskominfo, staf pelaksana program, serta anggota masyarakat yang terlibat dalam kegiatan edukasi digital. Hasil penelitian menunjukkan bahwa Diskominfo Kota Bengkulu menerapkan strategi komunikasi publik yang terencana dengan memadukan pendekatan informatif, persuasif, dan partisipatif. Media yang digunakan meliputi saluran daring seperti media sosial, website resmi, dan aplikasi pesan instan, serta saluran luring berupa pelatihan tatap muka, sosialisasi di tingkat kelurahan, dan kolaborasi dengan komunitas lokal. Penyusunan pesan literasi digital dilakukan dengan mempertimbangkan isu-isu terkini, di antaranya pencegahan hoaks, keamanan data pribadi, dan etika penggunaan media digital. Strategi ini dinilai cukup efektif dalam meningkatkan kesadaran masyarakat, namun penelitian juga mengidentifikasi sejumlah kendala seperti keterbatasan sumber daya manusia, ketimpangan infrastruktur teknologi, dan kesenjangan tingkat literasi digital antar kelompok sosial. Temuan ini menegaskan bahwa keberhasilan strategi komunikasi publik sangat bergantung pada kemampuan beradaptasi dengan karakteristik dan kebutuhan audiens. Selain itu, studi ini menggarisbawahi relevansi teori Difusi Inovasi dalam memahami pola adopsi literasi digital di masyarakat. Berdasarkan hasil tersebut, penelitian ini memberikan rekomendasi praktis bagi pemerintah daerah untuk mengembangkan strategi komunikasi publik yang lebih inklusif, kolaboratif, dan adaptif dalam mendorong literasi digital di era transformasi digital yang terus berkembang.

This research is motivated by the importance of synergy between the village government and the community in supporting local potential-based development. Kampung Nusantara, as one of the innovative programs in Cintakarya Village, Parigi District, Pangandaran Regency, requires solid cooperation between both parties for effective and sustainable village development. However, in its implementation, collaboration between the village government and the community still faces various challenges that hinder the optimization of Kampung Nusantara development. The problem raised in this research is the suboptimal collaboration between the village government and the community in Kampung Nusantara development. This study aims to explore and analyze the factors that influence this collaboration, as well as to provide recommendations for improving the effectiveness of this collaboration. The research method used is a descriptive qualitative approach with a case study approach. Data collection was conducted through in-depth interviews, direct observation, and analysis of related documents. The findings of this study reveal that collaboration between the village government and the community in Cintakarya Village is still not running systematically and structured. Obstacles faced include a lack of coordination between the government and the community, the absence of regulations that clearly regulate the roles of each party, and limited human resource capacity in implementing the program. Nevertheless, there have been positive efforts, including the establishment of joint communication forums, capacity-building training, and support from external programs implemented by supporting institutions. This study recommends increasing the intensity of communication between village governments and communities, clarifying the roles and responsibilities of each party, and strengthening village institutions to achieve more effective collaboration. Furthermore, improving human resource capacity and establishing clear regulations are crucial to supporting the sustainability of the Kampung Nusantara program in the future.

This study focuses on the importance of synergy between village government and communities in supporting local potential-based development. Kampung Nusantara, an innovative program in Cintakarya Village, Parigi District, Pangandaran Regency, requires solid cooperation between the village government and the community for effective and sustainable village development. However, in practice, collaboration between the two parties has not been optimal. The main problem identified in this study is the lack of coordination between the village government and the community. This is due to the absence of regulations that clearly define the roles of each party and the limited capacity of existing human resources. As a result, the existing collaboration has not been systematic and has not fully supported the achievement of Kampung Nusantara's development goals. The method used in this study is a qualitative descriptive approach with a case study approach in Cintakarya Village. The findings of this study indicate that despite several obstacles, there are still positive efforts to improve collaboration between the village government and the community. Some of these efforts include the establishment of a joint communication forum, capacity building training, and program support from external partner institutions that play a role in supporting village development. This study recommends several steps to improve this collaboration, including increasing communication between the village government and the community, clarifying the roles and responsibilities of each party, and strengthening village institutions. This is expected to foster more effective collaboration, which in turn will support the achievement of sustainable development goals in Kampung Nusantara, Cintakarya Village. Furthermore, this study emphasizes the importance of strengthening human resource capacity at both the village government and community levels.

Pertumbuhan ekonomi kreatif di tingkat kota menuntut tersedianya ruang yang mendukung aktivitas produksi, kolaborasi, dan pengembangan komunitas kreatif. Penelitian ini bertujuan untuk mengidentifikasi kebutuhan ruang berdasarkan subsektor ekonomi kreatif dominan di Kota Bogor, dengan fokus pada Bogor Creative Center (BCC) sebagai fasilitas utama. Metode yang digunakan adalah deskriptif kualitatif melalui observasi lapangan, wawancara semi-terstruktur dengan pengelola, serta studi literatur. Hasil penelitian menunjukkan bahwa subsektor kuliner, musik, dan kriya merupakan sektor dengan komunitas terbanyak dan aktivitas yang paling aktif. Namun, fasilitas ruang yang tersedia belum sepenuhnya mendukung kebutuhan spesifik masing-masing subsektor. Seperti pada ruang workshop kuliner belum tersedia, studio musik belum memenuhi standar akustik dan peredaman suara, dan ruang kriya belum dilengkapi zona kerja yang memadai. Berdasarkan temuan tersebut, penelitian ini merekomendasikan desain ruang yang lebih adaptif dan partisipatif, termasuk penyediaan dapur terbuka, studio terinsulasi, serta ruang kriya semi terbuka yang mendukung kegiatan produksi dan edukasi. Penyesuaian desain ruang yang berbasis kebutuhan subsektor diharapkan dapat meningkatkan efektivitas Bogor Creative Center sebagai pusat pengembangan ekonomi kreatif yang inklusif dan berkelanjutan.

Urban farming tidak hanya menjadi strategi ketahanan pangan perkotaan, tetapi juga pendekatan spasial dalam menata ruang mikro di kawasan padat penduduk. Penelitian ini bertujuan menganalisis kontribusi urban farming dalam optimalisasi ruang sempit melalui pendekatan arsitektur mikro dan pemberdayaan komunitas. Lokasi penelitian adalah Kelurahan Bukit Duri, Jakarta Selatan, yang memiliki karakter spasial padat dan terbatas namun aktif mengembangkan kebun komunitas berbasis rumah tangga. Pendekatan metode kualitatif deskriptif dengan studi kasus digunakan untuk mengidentifikasi pola adaptasi ruang dan transformasi fungsi ruang residual menjadi produktif secara ekologis dan sosial. Hasil penelitian menunjukkan bahwa urban farming berperan sebagai penghubung antar-ruang, media ekologis pasif, serta wadah rekreasi mikro komunitas. Penataan ruang mikro dilakukan melalui partisipasi warga dikoordinir oleh tim penggerak PKK, pemrograman urban farming berbasis komunitas, dengan pengelolaan air limbah rumah tangga sederhana. Penelitian ini memperkuat urgensi integrasi arsitektur lanskap mikro dan strategi ketahanan komunitas dalam penataan ruang kota yang berkelanjutan dengan pendekatan urban farming.

This literature review aims to explore the transformation of community-based emergency response systems in the digital era, with a focus on technological innovation, social preparedness, and adaptive intervention models. Using a systematic review approach, 38 articles published between 2019 and 2024 were analyzed from databases such as Scopus, PubMed, and ScienceDirect. The findings indicate that digital applications, AI-based early warning systems, and virtual reality-based emergency training have significantly enhanced community responsiveness. Moreover, social factors such as local leadership, solidarity, and participatory simulation play a vital role in strengthening adaptive capacity. This review proposes an integrative socio-technical model that combines digital tools with community participation to improve preparedness and resilience. The implications suggest the need for inclusive and sustainable community disaster response frameworks supported by policy and cross-sectoral collaboration.

Community-based servant leadership development has emerged as a critical approach for Christian nonprofit organizations seeking to cultivate authentic leaders who embody Christ-centered values. This study explores the integration of theological foundations from Mark 10:45 with Robert K. Greenleaf's servant leadership theory to develop a comprehensive model for leader formation within Christian nonprofit contexts. Employing a qualitative methodology with a library research design, data were collected from scholarly literature and theological sources, then analyzed using Miles and Huberman's interactive model, which includes data reduction, data display, and conclusion drawing. The research reveals a significant alignment between the core message of Mark 10:45—“For even the Son of Man did not come to be served, but to serve”—and the key principles of Greenleaf’s servant leadership, particularly the emphasis on selfless service, empathy, listening, and community building. Community plays a vital role as both a laboratory and an incubator for spiritual and leadership formation, where individuals can internalize leadership values through biblical teaching, mentorship, active religious practices, and shared life experiences. The study proposes a five-stage model: Foundation Building, Community Immersion, Skill Development, Practical Application, and Leadership Multiplication. This model serves as a strategic guide for Christian organizations to intentionally nurture servant leaders. Findings highlight improvements in character formation, organizational effectiveness, and the embodiment of servant leadership traits such as humility, sacrifice, and empathy. The study concludes with practical recommendations for implementation, including structured mentoring systems, the formation of communities of practice, and ongoing evaluation mechanisms. Ultimately, this integrated model supports the mission of Christian nonprofits by shaping leaders who advance both spiritual and social transformation.

The development of digital technology today has influenced various aspects of human life, from communication to instant access to information, but the digital literacy gap is still felt by some people, especially in non-technical communities. This community service activity aims to improve basic understanding of computers and the internet for the Purwokerto Fixie Community, a bicycle community whose members come from various ages and educational backgrounds. The socialization method is carried out interactively with a simple language approach, so that the material can be optimally absorbed by participants who have minimal digital experience. The material presented includes an introduction to computer devices, basic concepts of internet networks, digital security, and an understanding of the latest technologies such as 5G and the Internet of Things (IoT). The evaluation results showed an increase in participants' knowledge of basic digital literacy, as well as an awareness of the importance of using information technology safely and responsibly. This activity is the first step in efforts to empower communities through increasing inclusive and applicable digital literacy.

Excessive consumption of salt and caffeine during pregnancy can lead to complications such as hypertension, preeclampsia, impaired fetal development, and miscarriage. However, awareness among pregnant women regarding these risks remains low, particularly in regions with limited health literacy such as Batubara Regency. This community service project aimed to enhance pregnant women's understanding of safe salt and caffeine intake through a community-based educational approach at Posyandu Tenggiri. The methods included interactive counseling, group discussions, and pre- and post-test evaluations. The results showed a significant increase in participants’ knowledge, from a pre-test average score of 48.87 to 74.20 in the post-test. Additionally, the activity sparked the emergence of a local change agent and greater family involvement in dietary decisions during pregnancy. This program demonstrated that simple and participatory education can foster social transformation and healthier consumption behavior.