ABSTRAK

Muhammad Hafiz, 1910414110016, Strategi Komunikasi Massa Media Center Banjarbaru Dalam Menangani Isu Negatif Tentang Pemerintah Kota (Studi Kualitatif Pada Dinas Komunikasi Dan Informatika Kota Banjarbaru).  Dibawah bimbingan Bapak Bachruddin Ali Akhmad.

Pemerintah Kota Banjarbaru memiliki media kehumasan yaitu Media Center Banjarbaru yang berfungsi sebagai penyebaran informasi sekaligus pemberantasan isu begatif tentang pemerintah kota. Tujuan penelitian ini untuk mengetahui bagaimana bentuk strategi komunikasi Media Center Banjarbaru dalam dalam menangani isu negatif tentang pemerintah kota Banjarbaru.

Metode penelitian menggunakan pendekatan kualitatif dengan tipe penelitian kuasi kualitatif. Pengumpulan data dilakukan dengan wawancara, obeservasi, dan dokumentasi. Analisis data menggunakan analisis data kualitatif yaitu penyajian data, reduksi data, dan penarikan kesimpulan. Dengan teknik validasi data menggunakan triangulasi sumber dan triangulasi metode.

Hasil penelitian menunjukan bahwa strategi komunikasi massa yang dilakukan oleh Media Center Banjarbaru dalam menangani isu negatif adalah: (1) Mengenal Khalayak, yaitu menetapkan target sasaran berupa masyarakat umum, PNS dan ASN Kota Banjarbaru, Pelaku UMKM, dan Kalangan Milenial. (2) Menyusun Pesan, yaitu penyampaian pesan menyesuaikan keperluannya baik informasi atau pembrantasan isu negatif. (3) Menetapkan Metode, yaitu tahap yang digunakan berdasarkan cara dan isinya, Media Center Banjarbaru menggunakan pendekatan partisipan. (4) Seleksi dan Penggunaan Media, yaitu Media Center Banjarbaru menggunakan sudut pandang media massa, yang menjadi cara penyampaian informasi, menggunakan media massa elektronik berupa website (mediacenter.banjarbarukota.go.id) dan media sosial berupa Youtube (BJBTVofficial), Instagram & thread (@banjarbaru.tv), dan tiktok (@banjarbarutv). Media Center Banjarbaru menggunakan strategi komunikasi sebagai peran media massa dalam menangani isu negatif yang terjadi di Kota Banjarbaru.

Kata Kunci: Strategi Komunikasi, Media Center Banjarbaru, Isu Negatif Pemerintah Kota

                            ABSTRACT

Muhammad Hafiz, 1910414110016, Mass Media Communication Strategy of Media Center Banjarbaru in Handling Negative Issues about the City Government (A Qualitative Study at the Communication and Informatics Office of Banjarbaru City). Under the guidance of Bachruddin Ali Akhmad.

The Banjarbaru City Government has a public relations medium known as the Media Center Banjarbaru, which serves as both an information dissemination platform and a means to combat negative issues surrounding the city government. The objective of this research is to understand the communication strategies employed by the Media Center Banjarbaru in addressing negative issues concerning the Banjarbaru city government.

The research methodology utilizes a qualitative approach with a quasi qualitative research type. Data collection is carried out through interviews, observations, and documentation. Data analysis employs qualitative data analysis techniques, including data presentation, data reduction, and drawing conclusions, with data validation techniques using source triangulation and method triangulation.

The research results indicate that the mass communication strategies employed by the Banjarbaru Media Center in addressing negative issues are as follows: (1) Understanding the Audience, which involves identifying the target audience, including the general public, civil servants (PNS and ASN) of Banjarbaru City, SME stakeholders, and Millennials. (2) Crafting Messages, which entails tailoring message delivery to suit their needs, whether for providing information or combating negative issues. (3) Choosing Methods, which involves selecting the approach based on how the message is conveyed and its content. The Banjarbaru Media Center utilizes a participatory approach. (4) Media Selection and Usage, where the Banjarbaru Media Center adopts a mass media perspective as the means of information dissemination, utilizing electronic mass media such as the website (mediacenter.banjarbarukota.go.id), and social media platforms like YouTube (BJBTVofficial), Instagram & Thread (@banjarbaru.tv), and TikTok (@banjarbarutv). The Media Center Banjarbaru uses communication strategies in its role as a mass media to address negative issues occurring in the city of Banjarbaru.

Keywords: Communication Strategy, Banjarbaru Media Center, Negative Issues, City Government.