Prisma Hanindita Inggit Permana, Ibnu Hamad, Novita Damayanti

Audit Konten Media Sosial Cooling System Polri Di Pilpres 2024

Introduction

Audit konten media sosial cooling system polri di pilpres 2024. Audit konten media sosial Polri Cooling System di Pilpres 2024. Penelitian menganalisis efektivitas narasi perdamaian, netralitas, dan tantangan membangun kepercayaan publik.

Abstract

Operasi Nusantara Cooling system yang dijalankan oleh Polri melalui media sosial bertujuan untuk meredam polarisasi politik, menangkal hoaks, dan menjaga stabilitas sosial selama Pilpres 2024. Namun, efektivitas kampanye ini belum pernah diaudit secara sistematis. Penelitian ini mengaudit konten media sosial Divisi Humas Polri (Facebook, Instagram, X/Twitter) selama Operasi Nusantara Cooling system dalam masa kampanye Pilpres 2024. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis isi kualitatif (Qualitative Content Analysis), dengan data yang dikumpulkan melalui audit komunikasi media sosial dan wawancara mendalam dengan pejabat Divisi Humas Polri serta pakar komunikasi digital. Hasil penelitian menunjukkan bahwa konten media sosial Divisi Humas Polri (Facebook, Instagram, X/Twitter) selama Operasi Nusantara Cooling system dalam masa kampanye Pilpres 2024 telah membangun narasi perdamaian dan netralitas, tetapi masih menghadapi tantangan dalam merespons isu viral secara cepat dan membangun kepercayaan publik. Analisis semiotika menunjukkan bahwa konten Cooling system membangun citra Polri sebagai penjaga stabilitas sosial, namun sebagian publik masih skeptis terhadap netralitas Polri. Rekomendasi utama adalah meningkatkan strategi komunikasi interaktif, monitoring real-time, dan evaluasi berbasis persepsi publik untuk memperkuat efektivitas kampanye.

Review

This paper, "Audit Konten Media Sosial Cooling System Polri Di Pilpres 2024," presents a highly relevant and timely audit of the Indonesian National Police's (Polri) "Nusantara Cooling System" social media campaign during the 2024 presidential election. The study’s primary objective is to systematically evaluate the effectiveness of Polri's efforts across Facebook, Instagram, and X/Twitter in addressing political polarization, combating hoaxes, and maintaining social stability. Utilizing a qualitative approach that combines qualitative content analysis, a comprehensive social media audit, and in-depth interviews with both Polri officials and digital communication experts, the research demonstrates a robust methodological framework for its clear research question. The findings offer critical insights into the campaign's performance. While the study reveals that Polri's social media content successfully cultivated narratives of peace and neutrality, it concurrently identifies significant hurdles, particularly in the rapid response to viral issues and, most crucially, in fostering genuine public trust. The semiotic analysis further illuminates this dichotomy, showing that despite the campaign's intention to portray Polri as a stable guardian of society, a segment of the public maintains skepticism regarding its professed neutrality. This nuanced exploration of both successes and persistent challenges provides a valuable understanding of the complexities inherent in governmental communication during sensitive political events. The paper concludes with practical and well-founded recommendations, advocating for improved interactive communication strategies, real-time monitoring capabilities, and an evaluation framework rooted in public perception to enhance the campaign’s efficacy. These suggestions are directly responsive to the identified gaps and offer actionable pathways for future improvements. Overall, this research makes a significant contribution to the literature on strategic communication, government branding, and digital public relations in politically charged environments, providing valuable lessons for state institutions navigating similar communication landscapes in emerging democracies.

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