STRATEGI KOMUNIKASI DIGITAL PEMERINTAH KOTA JAKARTA TIMUR DALAM PENGELOLAAN INFORMASI PUBLIK MELALUI AKUN INSTAGRAM @KOTAJAKARTATIMUR

Abstract

The development of digital technology encourages governments to use social media to disseminate public information and communicate with the community. The East Jakarta City Government uses the Instagram account @kotajakartatimur to share information about government programs, activities, public services, and educational content. This study aims to examine the digital communication strategy of the East Jakarta City Government in managing public information through the account. This research employs a qualitative method with a descriptive approach. Data were collected through interviews with three informants involved in managing the account and one community informant, as well as observation and documentation. Data were analyzed using the Miles and Huberman model, which includes data reduction, data display, and conclusion drawing and verification. The findings show that the digital communication strategy involves content planning, message packaging, team coordination, information publication, community interaction, and evaluation. Interaction takes place through the comment section and Direct Message (DM), while evaluation uses Instagram Insights and input from the community and relevant government agencies. These findings are examined using James E. Grunig and Todd Hunt’s Two-Way Symmetrical Communication Model and Pierre Lévy’s New Media theory. The study indicates efforts to disseminate information and establish reciprocal communication, although the impact on the wider community cannot yet be determined.