Komunikasi Konteks Rendah sebagai Strategi Penguatan Citra Kelembagaan di Kementerian Sosial
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Abstract
Penelitian ini menelaah strategi komunikasi kehumasan pemerintah di Kementerian Sosial dari materi publikasi tertulis dengan metoda analisis isi. Penulis mengkaji buku terbitan Biro Humas Kementerian Sosial berjudul “Jejak Emas Kementerian Sosial RI: Rekaman Dharma Bakti dari Pelosok Negeri” menggunakan konsep komunikasi konteks rendah. Penulis menetapkan tiga unit analisis, yakni narasumber, sudut pandang (angle), dan orientasi artikel. Unit analisis narasumber dan sudut pandang (angle) melacak ciri-ciri komunikasi konteks rendah. Adapun orientasi artikel digunakan untuk menjelaskan bagaimana narasi pada setiap bab berperan dalam penguatan citra kelembagaan. Untuk membantu memaknai teks setiap artikel, peneliti menggunakan lembar koding. Hasilnya, enam artikel mengandung ciri-ciri komunikasi konteks rendah (kode 1), yakni pada Bab I, II, III, V, VII, VIII. Tiga lainnya tidak yakni Bab IV, VI, dan IX sehingga diberi kode 0. Komunikasi konteks rendah ditemukan pada enam peran pekerja sosial, yakni enabler, educator, facilitator, mobilizer, broker, dan counselor. Dari unit analisis sudut pandang (angle) semua artikel memperkuat citra positif lembaga (kode +) dengan menonjolkan tugas melayani kebutuhan dasar klien.
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