Meningkatkan Keterlibatan Publik secara Online pada Era Open Government di Media Sosial (Studi Analisis Isi Akun Instagram Badan Pusat Statistik) (Increasing Online Public Engagement In The Era of Open Government On Social Media (Content Analysis of Statistics Indonesia’s Instagram))
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Abstract
Media sosial dinilai memiliki potensi besar dalam membangun keterlibatan publik untuk mencapai tujuan open government. Media sosial mengubah paradigma para praktisi kehumasan dari komunikasi satu arah menjadi komunikasi yang interaktif. Interaktivitas pada proses komunikasi telah menggeser fokus pengelolaan pesan dari model transmisi menjadi pertukaran sehingga praktisi kehumasan dihadapkan pada tantangan dalam mengelola pesan media sosial agar dapat menciptakan interaktivitas yang pada akhirnya mendorong keterlibatan publik dalam setiap kegiatan dan kebijakan pemerintah. Penelitian ini bertujuan mengetahui faktor apa saja yang dapat mendorong keterlibatan publik secara online yang dilihat dari interaktivitas pesan pada media sosial pemerintah melalui like dan comment. Melalui metode analisis isi kuantitatif dalam menganalisis isi konten pada akun Instagram milik BPS, diperoleh hasil bahwa waktu unggah dan topik memiliki pengaruh secara parsial pada interaktivitas media sosial. Penelitian ini menawarkan gagasan terkait interaktivitas media sosial sebagai bagian dari upaya menciptakan keterlibatan publik dalam open government.
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