Analisis Upaya Turtle Foundation dalam Membangun Norma Perlindungan Penyu di Wilayah Kepulauan Mentawai

This research explains the efforts of the Turtle Foundation in building the norms for turtle protection in the Mentawai Islands. Turtle Foundation as a non-governmental organization seeks to establish new norms in Mentawai Islands community that have the norms and traditions of turtle hunting. This research uses the concept of Rodger A. Payne in persuasion, frames, and norm construction, the Turtle Foundation frames an idea of turtle protection From social facts in the community, the norms of hunting sea turtles that exist in society are something that is contrary to international norms, then the idea is translated into satisfactory communication carried out through cooperation agencies and involving local communities in conservation projects. In communication persuasive carried out there is a norm that resonates, where ideas framed by agents resonate with old ideas that exist in structures normative, norm resonance can be seen from the abandonment of norms and traditions of turtle hunting by the community and involvement of local communities in turtle conservation and conservation projects in the Mentawai Islands. This research is a descriptive analysis with using three types of data, namely documentation, observation and interviews. Keywords : Turtle Foundation, Norms, Mentawai, Framing, Persuasive, Norm Resonanc