ETTISAL : Journal of Communication

Public Relations Strategy: Analysis of Social Media Utilization in Leadership Transition

Muhibuddin Muhibuddin, Nur Asia T, Fahma Islami, Encep Dulwahab — Wed, 31 Dec 2025 00:00:00 +0800

The purpose of this research is to examine the Public Relations (PR) strategies in utilizing social media during the leadership transition at State Islamic University Sultan Maulana Hasanuddin Banten for the 2025–2029 period. The study highlights the importance of reputation management for State Islamic Higher Education Institutions (PTKIN), which operate under strict government regulations. Using a qualitative case study approach, data were collected through in-depth interviews with key stakeholders, including the elected rector, head of the public relations bureau, senate members, lecturers, students, and local media. Thematic analysis was employed to identify patterns and insights from the data obtained. The findings indicate that the use of social media platforms such as Instagram, TikTok, Facebook, and Twitter/X successfully supported the university’s external image while mitigating the risk of public crises. However, weaknesses were identified in internal communication, which tended to be one-way, as well as the absence of a structured crisis management protocol. These shortcomings created a perception gap between the institution and its academic community. The study concludes that effective strategic communication relies not only on thorough planning but also on institutional capacity, particularly the competence of human resources and preparedness in addressing potential crises.

The Change Management of Human Resource Development in Terrorism Prevention: Study at BIN-BNPT-Densus 88

Dedi Prasetyo, Made Wilantara — Mon, 29 Dec 2025 00:00:00 +0800

The purpose of this study was to examine changes in human resource development management within three Indonesian security agencies: the State Intelligence Agency (BIN), the National Counterterrorism Agency (BNPT), and the Special Task Force 88 (Densus 88), in response to the increasingly complex threat of terrorism. The research method employed a qualitative approach with a case study design, involving in-depth interviews, participant observation, and document analysis. Key informants were officials and staff involved in human resource development at BIN, BNPT, and Densus 88. The results indicate that BIN focuses on technology-based intelligence competencies, BNPT develops socio-psychological skills for counter-radicalization, and Densus 88 prioritizes tactical-operational skills in field operations. Based on Kurt Lewin's model of change (unfreeze, change, refreeze), the processes differ. At BIN, the unfreeze phase was triggered by intelligence disruptions and increasing digital threats, which prompted a technological-analytical transformation, followed by a refreeze phase in an AI and big data culture. In the BNPT (National Counterterrorism Agency), the unfreeze phase emerged from the ineffectiveness of coercive prevention, leading to socio-psychological HRD with a soft approach to deradicalization and counternarratives. Meanwhile, Densus 88 addressed the demands of tactical complexity and the risks of public legitimacy, thus encouraging adaptive human resource change and producing professional, precision law enforcement. This study also offers new theoretical insights into the application of Kurt Lewin's Model in counterterrorism agencies such as the State Intelligence Agency (BIN), the BNPT, and Densus 88. Unlike commercial or administrative organizations, where change can stabilize into a permanent "refreeze" phase, the counterterrorism context is characterized by continuous threat escalation, rapid tactical adaptation by terrorist networks, and strong public accountability pressures, which collectively prevent organizational practices from remaining completely static. Consequently, the refreeze phase is temporary, conditional, and temporally limited, embedded in formal procedures, training systems, and inter-agency coordination frameworks that remain open to rapid revision.

Organizational Communication and University Internationalization: Evidence from a Private University in Bandung

Nadya shaffira, Funny Mustikasari Elita, Feliza Zubair — Wed, 24 Dec 2025 00:00:00 +0800

internationalization of a private computer university in Bandung, West Java toward achieving World Class University (WCU) recognition. Using Karl Weick’s theory of organizing particularly sensemaking and enactment the study reveals how communication enables leaders and stakeholders to interpret global standards, coordinate actions, and adapt to changing expectations. Employing a qualitative case study method, data were collected through interviews with university leaders, program heads, faculty, students, and international partners. The findings indicate that communication at a private computer university in Bandung, West Java functions as a dynamic mechanism of sensemaking that aligns leadership vision, cross-unit collaboration, and stakeholder engagement while navigating challenges of regulation, resources, and cultural adaptation. The process also reflects strategic alignment with QS World University Rankings (QS WUR), Webometrics, UniRank, and Scimago Institutions Rankings (SIR) standards. Effective communication thus becomes central to enacting internationalization and shaping institutional identity.

Ethnographic Reflections on Nationalism and Interfaith Dialogue in the Three-Faith Tourism Village

Thu, 04 Dec 2025 00:00:00 +0800

This study analyzes the Jamblang mural attraction located in the Old Town Area of Jamblang, Jamblang Village, Jamblang District, Cirebon Regency known as the Three-Faith Tourism Village as a complex communication event within the framework of nationalism. The mural attraction, created collaboratively by students, artists, and local residents, retells the history of communal existential crises (1845–1889) leading up to the turning point of recovery in 1900, focusing on the restoration of Vihara Dharma Rhakita. Its primary purpose is to revitalize the forgotten Chinatown area, provide historical education, and deeply instill the values of tolerance and national unity. This qualitative research employs the framework of Ethnography of Communication and the Triadic Semiotic analysis of Charles Sanders Peirce to examine the visual messages and surrounding social practices. The semiotic analysis reveals that the mural’s iconography (Representamen), depicting collective suffering and recovery, produces an Interpretant of nationalism. This nationalism can be understood as the collective memory of resilience within a multireligious community, where harmony becomes the essence of local patriotism. This notion is reflected through particular signs and symbols depicted in the mural, which represent the shared struggle and unity of different faiths. Considering Indonesia’s historical concept of Nasakom, such expressions suggest how ideological and social classifications may still shape local narratives of nationalism. The meaning and intention behind these representations were also conveyed by the interviewed informants, indicating that the interpretation of the mural should be grounded in their perspectives. The application of Dell Hymes’ SPEAKING model integrates semiotic findings with real communication practices. It was found that the mural’s strategic placement in front of the Vihara (Setting) and the inclusive interfaith collaboration (Participants) explicitly support the Ends of promoting National Tourism. The social interaction norms (Norms) are directed toward displaying harmony to visitors, while selfie-taking activities (Act Sequence and Genre) function as an adoption of this collective narrative into personal digital identity. This study concludes that the Jamblang mural successfully transforms local history into a visual lingua franca (Instrumentalities) that effectively fosters national resilience education and tourism village branding, mitigating the challenges of spatial and economic degradation.

The Strategic Communication Management of Police Public Relations in Public Service: A Case Study of the Tanah Karo Regional Police

Zulham Zulham, Hasan Sazali, Hasnun Jauhari Ritonga — Sun, 07 Dec 2025 00:00:00 +0800

This research investigates the strategic communication management practices employed by the Public Relations unit of the Tanah Karo District Police (Polres Tanah Karo) in providing services to the community. Utilizing a qualitative case study methodology, this study evaluates the communication strategies, channels, and the effectiveness of police public relations in fostering positive relationships with the community. Data were gathered through comprehensive interviews with police officers, community leaders, and residents, along with document analysis and field observations. The results indicate that Polres Tanah Karo utilizes a multi-channel communication strategy that encompasses digital platforms, traditional media, and direct engagement with the community. Nevertheless, there are ongoing challenges related to message consistency, feedback mechanisms, and cultural sensitivity. This study enhances the understanding of how police public relations can improve community trust and service delivery within the Indonesian context

The Social Construction of the Meaning of Beauty in Dove and Wardah Advertisements on YouTube

Pia Khoirotun Nisa, Jamhari Makruf, Zakaria Zakaria, Misnan Misnan — Mon, 29 Dec 2025 00:00:00 +0800

This study aims to analyze how Dove and Wardah’s digital campaigns on YouTube shape and deconstruct conventional beauty narratives through Peter L. Berger and Thomas Luckmann’s social construction theory. A qualitative approach combining critical discourse analysis and in-depth interviews was applied to explore audience interpretations of both campaigns. The findings reveal that Wardah successfully contextualizes beauty messages within religious and cultural frameworks by emphasizing values such as modesty, spirituality, and inner beauty, which strongly resonate with Indonesian Muslim women. In contrast, Dove focuses on global inclusivity through narratives of body and age diversity, but its secular orientation often limits cultural relevance in the Indonesian context. The study also identifies a gap between the inclusivity messages promoted by the brands and the audience’s interpretations. Some audiences accept the messages, while others resist or modify them according to their social and cultural values. Analysis of YouTube interactions—comments, likes, and shares demonstrates that audiences act as active meaning-makers rather than passive consumers. Through the processes of externalization, objectivation, and internalization, a new social reality of beauty emerges, redefining beauty as a synthesis of spirituality, diversity, and authenticity beyond mere physical appearance.

The Influence of Motivation, Gratification, and Consumption Patterns on Listener Satisfaction of RRI Batam On-Demand

Audry Zaskia Qowariri, Anang Sujoko, Reza Safitri — Sun, 07 Dec 2025 00:00:00 +0800

The rapid development of digital technology has significantly transformed media consumption patterns, including the way audiences engage with radio content. The emergence of radio on-demand services offers flexibility, content personalization, and user control over time and content selection, reflecting a paradigm shift from passive to active media consumption. This research took into Radio Republik Indonesia (RRI) Batam, as a public service broadcaster operating in a border region such as Batam, Indonesia, it served a diverse audience. Also, this study has a research gap by examining how motivation, consumption patterns, and the gap between gratification sought and gratification obtained influenced listener satisfaction with RRI Batam’s radio on-demand services.

This research using a quantitative method with using survey method involving 355 purposively selected respondents who listened to RRI Batam’s on-demand content. The data were collected by online questionnaires using a five-point Likert Scale. Also the analysis included validity, and reliability testing, descriptive statistics, multiple linear regression, and discrepancy analysis to assess the alignment between expected and actual gratifications.

The findings reveal a moderate discrepancy between gratification sought and gratification obtained, although the indicating that RRI Batam meets some audience needs, gaps remain. Motivation and consumption patterns were found affect the listener satisfaction, gaps remain. The relevance of Uses and Gratifications theory in understanding audience engagement with public radio in the digital era.

This research contributes to the academic discourse based on the Uses and Gratifications framework in public media contexts and offers practical recommendations for optimizing radio on-demand services to border regions. Theoretically and practically by providing how public radio can adapt to changing audience behaviors and digital expectations while maintaining of heterogeneous audience as a social mission in the digital era.

Pursuing Public Trust: Tax Reform Communication during the Indonesian Government Transition

Neni Puji Artanti, Akhmad Muwafik Saleh, Bambang Dwi Prasetyo — Fri, 26 Dec 2025 00:00:00 +0800

The credibility of tax policy is relies not only on excellent policy design but also effective communicated to the public. Tax policy significantly affect the public interest, so the Directorate General of Taxation's (DGT) communication strategy is critical for sustaining public trust. During Indonesia’s 2024 political transition, the DGT faced challenges in communicating sensitive tax reform issues, including the adjustment of Value-Added Tax rate and the implementation of the Coretax system. This qualitative case study applies the Contingency Theory of Accommodation to examine how predisposing and situational factors shaped the communication stance along the advocacy–accommodation continuum. The research triangulated in-depth interviews with public relations managers and social media specialists, document analysis, and qualitative content analysis of 74 social media posts and 284 news articles from October 2024 to January 2025. The findings reveal that although the Directorate General of Taxation implements the “communication as part of policy” paradigm reflecting its predisposed strategy, situational complications such as fragmented information bubbles, political residue, and the “lost period” of public preparation, dominated the communication dynamics during the transition A key theoretical contribution of the study is the identification of algorithm-driven fragmentation as situational pressures that constrained the effectiveness of predispositional orientations. The study also highlights the need to elevate the communication strategy to a higher regulatory level to ensure a robust communication process even during a transitional period.