Strategi Komunikasi Pemerintah: Analisis Lintas Platform pada Pemprov Jabar, Banten, dan DIY
DOI:
https://doi.org/10.54259/mukasi.v5i3.7391Keywords:
Communication Strategy, Government Social Media, Dialogic Communication, Political Personalization, Systematic Documentary ReviewAbstract
This study aims to analyze corporate communication strategies, information dissemination patterns, the impact of political personalization, audience adaptation, and the implementation of dialogic communication on the official social media accounts of the West Java, Banten, and DIY Provincial Governments across five platforms (YouTube, Instagram, Facebook, TikTok, and X). The study employed a Systematic Documentary Review (SDR) method, treating social media posts as digital documents. Data were collected from December 1–14, 2025, through identification, screening, eligibility, and inclusion stages. The results indicate massive strategic differentiations: West Java focused on socialization (47.0%), Banten on formal news (77.4%), and DIY on high-volume news and events (88.1%). Instagram dominated public interactions, yet DIY excelled in an omnichannel approach. A strategic anomaly was found in West Java with 0% YouTube activity, neglecting emotional engagement potential despite its strong "Content Governor" culture. In conclusion, the high quantity of administrative information (as seen in Banten) failed to generate organic engagement because digital audiences respond better to narrative-humanistic approaches. Therefore, local governments must evaluate their digital presence to serve as adaptive dialogic communication instruments rather than mere bureaucratic showcases.
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