MUKASI: Jurnal Ilmu Komunikasi

Analisis Wacana Kritis Atas Representasi Rakyat dalam Strategi Komunikasi Politik Kang Dedi Mulyadi

2025-09-15T07:11:13+00:00

This study aims to analyze the representation of the people in Kang Dedi Mulyadi’s social media content through the perspective of Critical Discourse Analysis using Teun A. Van Dijk’s model. Social media, particularly the YouTube channel “Kang Dedi Mulyadi Channel”, is utilized as a medium of political communication that presents narratives about the people and their leader. The findings reveal that the people are often represented as vulnerable, weak, and marginalized groups who require attention, protection, and swift action from a leader perceived as a savior. The political communication strategy employed is both populist and performative, making use of crisis narratives, local cultural symbols, and emotional expressions to foster a sense of closeness with society. Within the framework of critical discourse, this content reflects the existence of power relations and ideology that position the leader as the dominant actor in addressing social problems. These findings demonstrate that social media is not merely a space for interaction, but also a strategic instrument to construct the image of a leader, strengthen legitimacy, and shape public perception regarding the relationship between the people and those in power.

Komodifikasi TikTok sebagai Media Komunikasi Politik Calon Presiden Tahun 2024

2025-11-14T03:28:47+00:00

The largest democratic event in Indonesia is the presidential election. The 2024 election will be even more exciting, thanks to social media campaigns. TikTok is one of the most popular social media platforms among young people. The TikTok phenomenon began in 2018 as an entertainment medium but received negative responses. TikTok, whose users are mostly young people, began to be used for campaign purposes. Through a systematic literature review and literature study, the purpose of this research is to explain how TikTok was commodified in its function in the 2024 presidential election. Research results from pintarpolitik.com and detikcom show that TikTok is a political force and a platform for political activity because its messages spread quickly and short videos are easily accepted by the public. Detikcom explains that during the election campaign period, posts on TikTok influenced political views and support for presidential candidates. Detikcom's TikTok user data shows that 41.26% of TikTok users in Indonesia are aged 18-24. The commodification of TikTok in Vincent's political economy theory can be found through content from a medium of expression to a political medium, which has undergone a change in value from an entertainment medium to an economic medium and has a role in the psychological values of society that determine the choice of presidential candidates in the 2024 election.

Model Perencanaan Kehumasan Pemerintah: Pendekatan Analytical Hierarchy Process (AHP) pada BPK Perwakilan Provinsi Maluku Utara

2025-11-17T06:11:10+00:00

Effective public relations planning is a critical need for government agencies in building a positive public image and reputation. This study aims to develop a public relations communication planning model using the Analytical Hierarchy Process (AHP) and Interpretive Structural Modeling (ISM) approaches for the Public Relations Division of the Audit Board of the Republic of Indonesia (BPK), North Maluku Provincial Representative Office. A qualitative approach was employed, grounded in a post-positivist paradigm. The results reveal that the key factors to consider in communication planning include the quality and relevance of news content to public interest (0.3723), coordination between internal units (0.2257), and the volume and diversity of news coverage (0.1775). Priority message themes include audit planning activities and the submission of audit reports. The most effective communication channels are the official website, followed by mass media and digital platforms such as YouTube and Facebook. Additionally, the reputation index of BPK North Maluku for the 2019–2024 period was 0.52, categorized as "very good." These findings can serve as a strategic reference for developing structured public relations planning models across other government institutions.

Pola Komunikasi Organisasi untuk Menciptakan Kondusivitas Kerja di Bali in Bali Souvenir

2025-10-28T06:09:07+00:00

Organizational communication is a crucial aspect to ensure the flow of workplace interactions and to minimize potential internal conflicts. This study aims to analyze the communication patterns applied in managing internal work dynamics at Bali in Bali Souvenir. This study applied a qualitative descriptive approach. Data gathered through observation, interviews, and documentation with seven purposively selected informants, consisting of a supervisor, an admin, senior employees, junior employees, and a supplier of Bali in Bali Souvenir. The findings indicate that the dominant communication patterns are downward and horizontal communication, which function in conveying instructions, coordinating task implementation, and addressing operational issues. Although these patterns are considered effective in ensuring message clarity and fostering a conducive work atmosphere, several obstacles remain, including delays in information delivery, message alterations, and limited direct communication from subordinates to superiors. These findings highlight the importance of integrating formal and informal communication to enhance organizational adaptability in dealing with complex work dynamics. Therefore, strengthening two-way communication and external communication more systematically are essential to improve organizational effectiveness in the future.

Representasi Budaya Lokal dalam Media Sosial : Studi Kasus Tradisi Omed-omedan di Akun Tiktok @melalibali

2026-01-21T07:23:05+00:00

The development of digital technology has significantly transformed the way society accesses, shares, and disseminates information across various online platforms. This transformation has not only influenced the fields of communication and entertainment but has also played an important role in the preservation, promotion, and revitalization of local culture in the modern era. This study aims to examine how the Omed-Omedan tradition, one of Bali’s unique and meaningful cultural practices, is represented through the TikTok account @melali.bali, as well as how public perception is shaped and influenced by this digital representation. Using a descriptive qualitative content analysis method, the study explores visual forms, narratives, and user interactions with content featuring the Omed-Omedan tradition. The findings reveal that the @melali.bali account consistently presents content with high aesthetic value, educational narratives, and strong social and spiritual messages. TikTok has proven to hold great potential as an inclusive, participatory, and educational medium for cultural representation. The positive audience response demonstrates that social media can serve as an effective tool in maintaining the relevance of local culture while broadening its understanding in the global context.

Social Media Fatigue and the Effectiveness of Digital Activism: A Case Study of the “17+8 People's Demands” Movement in Indonesia

2025-11-13T10:10:30+00:00

This study examines the phenomenon of social media fatigue (SMF) within the context of digital activism, focusing on the “17+8 People's Demands” movement in Indonesia in 2025. Data were collected qualitatively through content analysis of online media monitoring Instagram, TikTok, Facebook, YouTube, and X from August 28 to September 21, 2025. Findings reveal that after an initial surge of participation and viral attention, there was a sharp decline in engagement and discussion, driven by information overload, opinion polarization, and disappointment with the slow response from authorities. A significant concern is that despite the demands remaining unfulfilled, conversations on social media quickly ceased and were no longer discussed. This study confirms that while social media is effective in raising awareness, it is not necessarily efficient in driving structural or policy change. The results contribute to the literature on social media fatigue and the de-amplification of social issues in the digital age, highlighting the need for sustained activism strategies that integrate online and offline approaches.

Integrasi Kearifan Lokal melalui Strategi Komuniasi Pengembangan Pariwisata di Perbatasan RI-PNG

2025-11-18T03:06:23+00:00

The tourism industry is one of the sources of regional foreign exchange that is enough to increase the region's original income, the RI-PNG border area in Jayapura City has many tourism locations, but tourism development is not a serious concern for the tourism office and the management of tourist attractions. Tourism development is still minimal and has not been integrated with local wisdom that can improve the community's economy. The purpose of this study is to describe the development of tourism through the integration of local wisdom with a communication approach in improving the community's economy, analyzing the process of integrating local wisdom in tourism development through local wisdom products. This research method uses a qualitative approach with Miles and Huberman model data analysis techniques, namely data collection, reduction, display, and conclusion drawing/verifying. The results of this study show that (1) communication of local wisdom development has not been done well in tourism development, especially participatory communication in increasing the empowerment of local communities through local wisdom products. (2) The use of communication media to encourage the progress of tourism has not been maximally carried out in promoting local wisdom resources.

Strategi Pengelolaan Akun Instagram @Reyogchestra dalam Mempromosikan Budaya Reog Ponorogo

2025-11-17T07:51:05+00:00

Reog Ponorogo is one of Indonesia’s traditional performing arts originating from Ponorogo Regency, East Java, which continues to thrive and attract appreciation from both artists and the general public across various regions. This study aims to analyze the cultural communication strategy implemented by the Instagram account @Reyogchestra in promoting Reog Ponorogo in the digital era, focusing on how social media is utilized as a medium for cultural preservation among younger generations. This research employs a qualitative method with a constructivist paradigm, while data analysis follows the interactive model of Miles and Huberman. The SOME Model (Share, Optimize, Manage, Engage) serves as the main analytical framework to examine the applied digital strategy, complemented by the Participatory Communication Theory to understand audience engagement and the role of social media in cultural preservation. Data were collected through in-depth interviews, observation, and documentation of the account’s digital activities. The findings reveal that @Reyogchestra consistently applies a community-based digital communication strategy that is participatory, adaptive, and sustainable, effectively expanding audience reach while strengthening efforts to preserve the cultural heritage of Reog Ponorogo in the digital sphere.

Audience Engagement Analysis of the Drama Cinta Sedalam Rindu through Uses and Gratification Theory

2026-01-15T06:03:08+00:00

This study aims to analyze the motivation and audience engagement toward the television drama Cinta Sedalam Rindu through the Uses and Gratifications Theory approach. Produced by SinemArt and broadcast on SCTV, the series portrays themes of love and the struggles of young people in the digital era, successfully capturing the attention of both teenage and adult audiences. The research employs a qualitative descriptive approach using content analysis and social media observation techniques, encompassing platforms such as Instagram, TikTok, Twitter, and Facebook. The findings reveal that audiences actively use this drama to fulfill various needs: cognitive (gaining insight into life and social relationships), affective (expressing emotions and empathy), personal identity (reinforcing self-image through relatable characters), social integration (engaging with online communities and the cast), and diversion (escaping from daily routines and stress). Moreover, active audience participation on social media fosters a strong fan community and enhances emotional attachment to the content. These findings affirm that Cinta Sedalam Rindu serves not merely as a form of entertainment but also as a medium of social communication capable of shaping the audience's identity, emotions, and social relationships in the digital age.

Analisis Strategi Komunikasi Komunitas Yayasan Mentari Sehat Indonesia Mengenai Eliminasi TB di Kabupaten Klaten : Perspektif Teori Difusi Inovasi

2025-11-13T08:44:11+00:00

This study aims to determine the communication strategy used by the Mentari Sehat Indonesia Foundation (MSI) in Klaten Regency in its Tuberculosis (TB) elimination program. The background of this study is the high number of TB cases in Klaten Regency, thus emphasizing the importance of communication in disseminating health information, especially regarding Tuberculosis, to the public. This study uses a descriptive qualitative method using Everett M. Rogers' innovation diffusion theory. Data collection techniques include in-depth interviews and observations of cadres and counseling participants. The results of this study indicate that the main innovation used is counseling as a means of conveying information about TB. It has a relative advantage because it can provide knowledge and increase public awareness of TB. The communication channels used are interpersonal communication (face to face) and Instagram social media as a supporting medium. Obstacles experienced include the negative stigma in the community regarding TB. The role of agent of change and opinion leaders greatly influences the acceptance of innovations in the community. Based on the four elements of innovation diffusion consisting of innovation, communication channels, timeframe, and social systems, the communication strategy at the Mentari Sehat Indonesia Foundation (MSI) in Klaten Regency is considered effective in providing knowledge, forming positive attitudes and increasing public awareness of TB.

Strategi Komunikasi Edukasi Tuberkulosis Akun Instagram @tbc.komunitas berdasarkan The Circular Model of SOME Theory

2025-11-13T10:05:40+00:00

This study aims to examine how the Instagram account @tbc.komunitas, managed by PR Konsorsium Komunitas Penabulu-STPI, implements communication strategies in conducting health education and promotion, particularly regarding Tuberculosis, through the Circular Model of SOME Theory approach. This research employs a descriptive qualitative method with data collection techniques consisting of interviews with the communication team of PR Konsorsium Komunitas Penabulu-STPI and direct observation of the Instagram account @tbc.komunitas. The result show that the account utilizes social media as a medium for health education and promotion while applying communication strategies aligned with the stages of the Circular Model of SOME Theory. The share stage focuses on building identity and audience trust; optimize emphasizes content relevance to audience needs; manage involves interaction management and periodic evaluation; and engage is carried out through collaborations with the Ministry of Health and other health organizations. These strategies reflect the team’s efforts to establish adaptive and interactive communication in delivering health education, although the implementation has not yet been fully optimized.

Analisis Bauran Komunikasi Pemasaran dalam Meningkatkan Penjualan pada Thrifting ArfaStore Kotabumi Lampung

2026-01-22T11:24:13+00:00

This study aims to analyze the implementation of the marketing communication mix carried out by ArfaStore in Kotabumi, Lampung, in an effort to increase sales and strengthen customer relationships sustainably through creative, innovative, and customer satisfaction-oriented communication strategies. The research uses a qualitative approach with a descriptive method to gain an in-depth understanding of marketing communication strategies that include elements of advertising, sales promotion, public relations, direct marketing, digital marketing, and personal selling. The data were obtained through in-depth interviews, direct observations, and documentation, then analyzed through three stages: data reduction, data presentation, and conclusion drawing. The results show that ArfaStore has successfully integrated various elements of marketing communication effectively, such as utilizing social media for promotion, offering attractive discounts, and building good relationships with customers. These efforts have proven to increase sales and consumer loyalty. This study recommends that thrifting business owners further maximize the role of social media and adapt their communication strategies to the dynamic and competitive market needs.

Optimalisasi Media Digital dalam Pengelolaan Public Relations di UIN Raden Mas Said Surakarta

2025-11-17T10:09:02+00:00

The advancement of digital communication technology has significantly transformed public relations practices, particularly within higher educations institutions. This study aims to explore how digital media optimized in managing public relations at UIN Raden Mas Said Surakarta. Using a gualitative descriotive approach within the constructivist paradigm, data were collected through in depth interviews with the head and staff of the Public Relations Division, as well as documentation of digital communication activities. The findings show that Uin Raden Mas Said Surakarta has implemented an integrated Digital Public Relations strategy tha combines informative, persuasive and educational content across social media platforms. This digital approach effectively strenghens institusional image, build public engagement and enchaces brand awareness. However, the study also indentifies challenges related to limited human resources and the sustainability of content management. Overall, the optimization of digital media in public relations contributes to improving institutional credibility and supports the realization of transparent, interactive and sustainable public communication.

Analisis Framing Media CNN Indonesia dan Inilah.com dalam Pemberitaan Menkeu Purbaya yang Tidak Melegalkan Thrifting

2026-01-18T08:18:14+00:00

This study aims to analyze how CNNIndonesia.com and Inilah.com frame the controversy surrounding the government’s prohibition of thrifting led by Finance Minister Purbaya using Entman’s framing analysis model. The thrifting issue has gained public attention due to its connection with the legality of second-hand clothing imports, the livelihood of local traders, and the interests of the domestic textile industry. The study examines six news articles—three from CNN Indonesia and three from Inilah.com—through Entman’s four framing elements: problem definition, causal diagnosis, moral evaluation, and treatment recommendation. The findings reveal substantial differences between the two media outlets. CNN Indonesia tends to construct thrifting as a multilayered socio-economic issue, featuring diverse actors such as traders, legislators, and government officials, thus producing a more dialogical and contextual narrative. In contrast, Inilah.com emphasizes a firmer stance by highlighting the illegality of thrifting, the government’s strong enforcement actions, and the urgency of eradicating smuggling networks. These contrasting constructions reflect each outlet’s editorial orientation and targeted audience. The study underscores the importance of media literacy in helping the public critically interpret framing differences, particularly within economic and public-policy issues that significantly influence societal perception.

Optimalisasi Komunikasi Humas dalam Membangun Brand Image SMAN 4 Mataram

2026-01-18T08:07:23+00:00

This study aims to analyze the public relations communication strategy in building the brand image of SMAN 4 Mataram in the digital era, as well as to identify the challenges faced and optimization efforts undertaken. The research is grounded in the growing demand for educational institutions to adapt to the dynamics of digital public communication. The theoretical framework is based on the Excellence Theory by Grunig & Grunig and the Brand Image theory by Aaker. A descriptive qualitative approach was employed, with the research subjects comprising the public relations team and the school principal, and the research objects focused on communication strategies and public perception. Informants included students, parents, alumni, and community members selected through purposive sampling. Data collection techniques included participatory observation, in-depth interviews, open-ended questionnaires, and document studies. Data were analyzed using Miles and Huberman’s interactive model. The findings reveal that the public relations communication strategy has been directed toward digital and collaborative efforts; however, it still encounters obstacles such as budget limitations, low public responsiveness, and insufficient human resource capacity. Optimization efforts have been carried out through media diversification, strengthening external relations, and innovating public communication programs.

Analisis Konten dan Engagement Video Fomo Kementerian Sosial di Tiktok

2026-01-18T04:45:11+00:00

This study examines the use of TikTok by the Indonesian Ministry of Social Affairs as a public communication medium for delivering educational messages related to the phenomenon of Fear of Missing Out (FOMO). FOMO has emerged as a relevant psychosocial issue in the era of social media, as young people are particularly vulnerable to anxiety, social pressure, and digital dependency. Therefore, adaptive and effective public communication strategies are required to address the characteristics of digital audiences. This research aims to describe the communication strategies employed by the Ministry of Social Affairs, identify the characteristics of video content that influence audience engagement, and interpret engagement metrics as representations of public interaction. A qualitative approach was adopted using content analysis, supported by observation, documentation, and a literature review. The analysis was grounded in the theories of Uses and Gratifications, Persuasive Communication, and Diffusion of Innovations. The findings indicate that short-form videos featuring authoritative narration, a problem-solution structure, and contrasting visuals are effective in attracting audience attention and encouraging appreciative engagement in the form of likes, saves, and shares. However, the absence of comments reflects limited dialogic interaction. This study concludes that the Ministry of Social Affairs’ public communication through TikTok is effective in disseminating educational information, yet it requires more interactive strategies to enhance the quality of audience participation.

Analisis Roland Barthes : Representasi Budaya K-Pop dalam Iklan Lemonilo x NCT Dream

2026-01-18T05:18:37+00:00

Advertising is a digital communication tool that provides information to the public about a product. Besides projecting a positive image, advertising also provides information about lifestyle and culture. One such advertisement aired in Indonesia is for the healthy and practical noodle product, Noodles Lemonilo x NCT Dream. NCT Dream, a South Korean boy band, became the brand ambassador for the healthy noodle product in early 2022. This study aims to examine how Korean pop culture is represented in the Noodles Lemonilo x NCT Dream advertisement and to describe its semiotic meaning. This research employs a descriptive qualitative research method with Roland Barthes' semiotic theory analysis. Source triangulation was used to test the validity of the research. The object of this study was the Noodles Lemonilo x NCT Dream YouTube advertisement. Data collection techniques included visual observation through the YouTube advertisement, literature review, and documentation study. The researcher aims to prove that the Noodles Lemonilo x NCT Dream advertisement represents Korean pop culture through NCT Dream as the brand ambassador for the Noodles Lemonilo product and to obtain results from the semiotic meaning of the Noodles Lemonilo x NCT Dream advertisement.

Strategi Reaktivitas Tiktok Membangun Citra Merek Daihatsu PT Prima Parama Mobilindo

2026-01-18T05:08:35+00:00

This study examines the reactivation strategy of the TikTok account as an effort by PT Prima Parama Mobilindo to build Daihatsu’s brand image in the digital era. The main issue addressed in this research stems from the company’s limited digital activity despite TikTok’s vast potential as a brand communication medium. The purpose of this study is to describe the strategy for reactivating the TikTok account, analyze the internal and external factors influencing its formulation, and explore the internal stakeholders’ perceptions of TikTok’s role in shaping Daihatsu’s brand image. A qualitative descriptive approach was employed, with data collected through non-participatory observation, in-depth interviews, and documentation studies. Data analysis was conducted based on the theories of Brand Image, Integrated Marketing Communication, and Social Media Marketing. The findings reveal that the reactivation strategy focuses on producing creative and interactive content aligned with platform trends and collaborating with influencers. Internal factors such as limited human resources and technical capability pose major challenges, while external factors including the dynamics of social media trends and consumer behavior serve as key driving forces. The TikTok reactivation has been proven to strengthen Daihatsu’s image as a modern, friendly, and digitally adaptive brand.

Pengelolaan Media Sosial Instagram Sebagai Media Publikasi Direktorat Sekolah Menengah Atas Fatmawati

2026-01-21T07:29:09+00:00

This study discusses the management of Instagram @direktorat.sma as a media publication of the Direktorat of SMA Fatmawati under the auspices of Kemendikdasmen. Although Instagram @direktorat.sma is used for publication, its management still faces limitations in following the latest trends. This study aims to analyze the management of social media based on the concept of 4C Chris Heuer (Context, Communication, Collaboration, Connection) with a descriptive qualitative approach. The research data included primary data through participatory observation, structured interviews, and documentation, as well as secondary data from scientific articles, Instagram uploads, and related publication materials. The results show that @direktorat.sma has implemented social media management with context management through routine content planning or content plans and visual guidelines, as well as using KBBI rules. Communication management is achieved through two-way communication, such as quizzes, live streams, competitions, and responding to comments and direct messages. Collaboration is carried out with High School Ambassadors to present creative and educational content, while other Directorate units focus on delivering priority programs. Connection management is realized by showcasing student achievements and High School Ambassador activities, thereby building closeness and engagement with the audience.

Alternate Universe (AU) Vs. Kreativitas Menulis Gen Z pada Tren Digitalisasi Sastra

2026-01-21T07:31:43+00:00

This study examines the role of social media X in developing Gen Z's writing creativity through the phenomenon of the Alternate Universe (AU) as a form of digital literature in the era of literary digitalization. The research uses qualitative, data collection through observation, interviews, and document studies of AU writers and readers on social media X. The results of the study show that social media X functions as an interactive digital space that encourages writers to express ideas flexibly through thread, retweet, like, comments, and supporting visual media. Two-way interaction between writers and readers creates a participatory digital literary ecosystem, where readers provide feedback that enriches the creative process. In addition, the use of # (hashtag) and communities such as #AUrecommendation and Local AU Base makes it easier to promote and expand the reach of works. This research confirms that social media X is not only a place for distribution, but also a forum for learning and developing creativity as well as a digital literary community for Gen Z in facing the challenges of literacy culture in the modern era.

Storytelling Instagram @Ramondaaudii untuk Membangun Brand Equity Wardah

2026-01-18T04:36:56+00:00

This study aims to analyze how Wardah's brand equity is built through a storytelling strategy implemented by Instagram content creator @ramondaudii. The method used is descriptive qualitative, with data collected through observation, in-depth interviews with the content creator and ten active followers, and document studies. The main findings show that storytelling can utilize the creator's personal experiences, informative visual details and a narrative flow that is highly relevant to the audience's needs. This technique has proven successful in increasing consumer understanding of the benefits of Wardah products while establishing a stronger emotional connection with the brand. The narrative conveyed triggers a positive cognitive response in the audience. This response includes thoughts that support the message, increased brand awareness, better perceptions of product quality and a significant boost to purchasing decisions. This positive response contributes directly to strengthening the four main dimensions of Wardah's brand equity (awareness, brand associations, perceived quality, loyalty). Overall, this study concludes that storytelling is an appropriate communication strategy in expanding market reach and increasing Wardah's appeal, especially in the younger user segment or Generation Z who tend to respond better to narrative content that is considered authentic.

Strategi Distribusi Artikel di Facebook Page Kompas.com dalam Mengoptimalkan Engagement Audiens

2026-01-18T05:09:44+00:00

Social media has become the primary channel for news distribution in the digital age, with Facebook being one platform utilized by Kompas.com to expand its reach and increase audience engagement. This study aims to identify the article distribution strategy on Kompas.com's Facebook page and its effectiveness in optimizing audience engagement. The research uses a qualitative approach through active participation, observation, interviews, and analysis of Facebook insight data for the period of October-November 2025. This research is based on the Agenda Setting Theory, which emphasizes the role of the media in shaping public issues, and the Uses and Gratifications Theory, which explains that audiences are active on digital media to fulfill personal needs. The results revealed that Kompas.com's distribution strategy, which includes article selection, caption and call-to-action (CTA) composition, use of visuals, hashtags, and timely uploads, proved effective in optimizing audience engagement, as evidenced by increased interaction from October to November 2025. This strategy successfully expanded the public reach, met the needs of the audience in the digital space, and maintained the relevance of Kompas.com as a news media in the digital space.

Strategi Komunikasi Humas Digital dalam Optimalisasi Engagement Media Sosial Instagram @skaampenan.sdsmp

2026-01-26T08:12:23+00:00

This study aims to examine the role of the Digital PR communication strategy in optimizing Instagram social media engagement @skaampenan.sdsmp. Currently, social media has become a primary channel for disseminating information to the public quickly and interactively. This research employs an in-depth qualitative approach, collecting data through interviews, observations, and documentation. The results indicate that the PR division of SKA Ampenan plays a crucial role in designing, managing, and evaluating content to ensure that messages are conveyed effectively, relevantly, and engagingly to the audience. Instagram is utilized to share news about school activities, build a positive institutional image, and reach a wider audience through features such as posts, short videos, and stories. Audience engagement, such as likes, comments, and shares, serves as an indicator of the effectiveness of information dissemination. The study also identifies several challenges faced by the PR division, including Instagram algorithm changes, limited staff capacity, diverse audience preferences, and low public participation in providing feedback. In conclusion, a well-planned and consistent digital communication strategy is essential. The PR division of SKA Ampenan successfully enhances the effectiveness of information dissemination and fosters a positive school image. Recommendations include improving human resource competencies, developing interactive content, and adjusting digital communication strategies according to audience characteristics.

Fenomenologi Popularitas Organik Pengguna Non-Selebriti di Instagram

2026-01-22T12:45:42+00:00

This journal examines the process of forming popular accounts on Instagram, carried out by individuals from ordinary backgrounds rather than celebrities or public figures. The study employs a qualitative approach with a descriptive phenomenological method to gain an in-depth understanding of participants’ experiences. Three participants were selected through purposive sampling based on the criterion of owning accounts that had already gained wide recognition. The research aims to answer a fundamental question: what truly creates a popular account on Instagram? The analysis reveals that popularity does not necessarily stem from an explicit motive to become popular, but rather emerges as a consequence of consistent and authentic everyday practices. Four main strategies identified in this study are consistency in posting content, creating characteristic content, engaging in reposting practices, and meeting followers’ expectations. These findings contribute significantly to the field of digital communication studies and serve as practical references for Instagram users seeking to understand the dynamics of popularity without relying on instant strategies. Ultimately, the results not only provide empirical insights into how popular accounts are formed but also establish a conceptual foundation for next development of communication studies. In theoretical terms, this study expands the understanding of how digital identity, everyday practices, and social interactions intersect in shaping popularity within social media spaces.

Meme Politik sebagai Sarana Kampanye Pasangan Santri di Media Sosial @SyakurAmin pada Pilkada 2024

2026-01-26T08:49:25+00:00

The development of social media has changed the patterns of political communication, where memes have become an effective digital campaign strategy for conveying political messages in a concise, engaging, and easily shareable way. This study originates from the phenomenon of political memes used by the candidate pair Syakur Amin and Putri Karlina in the 2024 Garut Regional Election as a tool to shape their image, reach young voters, and build closeness with the public. The aim of this research is to analyze the types of political memes used by the candidates and to reveal their impact on public perception. The study employs a descriptive qualitative approach using Roland Barthes' semiotic theory, which emphasizes the analysis of signs through denotative, connotative, and myth levels. Data collection techniques include observation of social media posts, interviews with relevant informants, documentation, and literature review. The research results indicate that the five memes used, including humor, populist, educational-cultural, geographical, and campaign identity memes, successfully shaped positive perceptions, increased public participation, and strengthened the emotional connection between candidates and voters. Furthermore, political memes also create a space for more relaxed yet substantial political discussions on social media. Nevertheless, the use of memes in political campaigns must consider ethical aspects to avoid misleading or undermining the quality of local democracy. The conclusion of this study emphasizes that political memes are not merely a form of visual entertainment, but also a powerful, strategic, and highly impactful communication tool in the dynamics of campaigns in the digital era.

Iklim Komunikasi Organisasi dalam Analisis Keberlanjutan Status Karyawan Kontrak di Sektor Ritel

2026-01-30T09:05:50+00:00

The increasing use of contract-based employment in the retail sector has raised concerns regarding job insecurity, which may affect employees’ motivation and the sustainability of employment relationships. In this context, internal organizational communication plays an important role in shaping employees understanding of performance evaluation processes and contract renewal opportunities. This study aims to analyze internal organizational communication practices and their relation to the sustainability of contract employees’ employment status at CV. Niaga Multi Ritel. A qualitative descriptive approach was employed in this study. Data were collected through in-depth interviews with contract employees, direct supervisors, and management representatives, supported by observation and document analysis. Informants were selected using purposive sampling based on their involvement in communication and performance evaluation processes. The findings indicate that organizational communication within the company is predominantly informal, unstructured, and not conducted on a continuous basis, particularly in relation to performance feedback and the clarity of evaluation indicators. This condition contributes to the emergence of perceived job insecurity among contract employees. Conversely, more open and transparent communication helps enhance employees’ understanding of work expectations and employment continuity opportunities. This study highlights that organizational communication plays a strategic role in supporting the sustainability of contract employees’ employment status and should therefore be managed more systematically.

Strategi Komunikasi Krisis PT KAI dalam Menangani Kasus Tumbler Tuku: Analisis Menggunakan Situasional Crisis Communication Theory (SCCT)

2026-01-30T09:05:03+00:00

The case of lost tumblers that went viral at the end of November 2025 sparked public controversy after a KAI Commuter officer, Argi Budiansyah, uploaded a statement that he was fired due to the handling of reports of lost items by posting a thread on the Threads platform by the account @anitadewl which accused him of being irresponsible. The virality of the upload encouraged the formation of negative public attributions towards PT Kereta Api Indonesia (PT KAI), which was perceived to have taken unilateral decisions and acted unfairly towards its employees. This research aims to analyze PT KAI's crisis communication strategy in responding to this issue using the Situational Crisis Communication Theory (SCCT) framework. This research uses a qualitative approach with a case study method, with secondary data collection through analysis of uploads and comments on Threads social media, monitoring online media reporting, and literature review. The research results show that the crisis experienced by PT KAI is categorized as a preventable cluster, where the organization is perceived as fully responsible for the crisis due to alleged procedural and internal communication failures. The crisis response strategy implemented by PT KAI includes a deny strategy through clarification of the denial of unilateral dismissal, which is then followed by a rebuild strategy through facilitation of mediation between passengers and employees until a peace agreement is reached. Even though mediation measures have proven effective in reducing the escalation of negative conversations in the short term, these findings show that reputation restoration is not immediately achieved, because attributions of public responsibility have already settled through the dynamics of perceptions on social media.

Rekonstruksi Citra Perusahaan Melalui Komunikasi TJSL: Studi Kasus Strategi Humasda PT KAI Daop 3 Cirebon

2026-01-30T09:14:45+00:00

Public Relations strategies play an important role in communicating corporate social responsibility as an effort to build a corporate image. This study adopts a constructivist paradigm using a qualitative approach with a case study method. Data were collected through in-depth interviews with the regional Public Relations unit and beneficiary communities, supported by documentation such as activity reports, press releases, and media publications. The findings indicate that the communication strategy was implemented in a structured manner through stages of research and planning, program implementation, communication publication, and evaluation. TJSL Communication was carried out through direct interaction with the community, mass media, and the company’s social media platforms. A humanistic and contextual communication approach enabled the TJSL program to be perceived not merely as the distribution of assistance, but as an expression of corporate care and social commitment. This approach contributed to the formation of a positive image of PT KAI Daop 3 Cirebon as a company that is socially responsible, transparent, and committed to sustainable social and environmental development.