SIMBOLISME DIGITAL DALAM STRATEGI HUMAS INSTAGRAM PELNI CREWING

Muhammad Arief Dwyangghara, PT Pelita Bandar Nasional (PELNI Crewing), Indonesia
Septiana Yustika Widyaningrum, Telkom University, Indonesia
Azizul Rahman, Universitas Padjadjaran, Indonesia
Muhammad Rio Fariza, Telkom University, Indonesia

 10.21831/lektur.v8i3.24423

Abstract


Studi ini bertujuan untuk memahami strategi komunikasi digital yang tertuang dalam content pillar  PT Pelita Bandar Nasional (PELNI Crewing) melalui akun Instagram resminya, dalam konteks praktik digital public relations. Pendekatan ini diposisikan sebagai bagian dari upaya institusi BUMN dalam membangun identitas organisasi, memperkuat legitimasi simbolik, serta menjalin hubungan yang partisipatif dengan publik digital secara strategis. Penelitian menggunakan metode kualitatif interpretatif dengan desain deskriptif-eksploratif, yang menempatkan konten Instagram sebagai artefak simbolik dalam praktik komunikasi organisasi. Data dikumpulkan melalui dokumentasi digital dan observasi non-partisipatif, kemudian dianalisis menggunakan pendekatan interpretative thematic analysis berbasis teori komunikasi: framing, agenda building, identitas korporat, interaksi simbolik, dan komunikasi dialogis. Hasil menunjukkan bahwa empat pilar konten—Brand Knowledge, Information, Engagement, dan Call to Action—tidak hanya menjalankan fungsi informatif dan promosi, tetapi juga berperan sebagai medium relasi simbolik antara organisasi dan publik. Strategi ini mencerminkan praktik public relations modern yang berorientasi pada narasi, kedekatan emosional, dan partisipasi aktif publik dalam ruang digital.

Keywords


content pillar, digital public relations, komunikasi organisasi, komunikasi digital, instagram

Full Text:

PDF

References


Bąbel, P. (2020). Operant conditioning as a new mechanism of placebo effects. European Journal of Pain, 24(5), 902–908. https://doi.org/10.1002/ejp.1544

Barsade, S. G., Coutifaris, C. G. V., & Pillemer, J. (2018). Emotional contagion in organizational life. Research in Organizational Behavior, 38, 137–151. https://doi.org/10.1016/j.riob.2018.11.005

Bartsch, A., Neuberger, C., Stark, B., Karnowski, V., Maurer, M., Pentzold, C., Quandt, T., Quiring, O., & Schemer, C. (2025). Epistemic authority in the digital public sphere. An integrative conceptual framework and research agenda. Communication Theory, 35(1), 37–50. https://doi.org/10.1093/ct/qtae020

Bavik, Y. L., Shaw, J. D., & Wang, X.-H. (Frank). (2020a). Social Support: Multidisciplinary Review, Synthesis, and Future Agenda. Academy of Management Annals, 14(2), 726–758. https://doi.org/10.5465/annals.2016.0148

Bavik, Y. L., Shaw, J. D., & Wang, X.-H. (Frank). (2020b). Social Support: Multidisciplinary Review, Synthesis, and Future Agenda. Academy of Management Annals, 14(2), 726–758. https://doi.org/10.5465/annals.2016.0148

Blumber. (1969). Symbolic Interactionism: Perspective and Method. University of California Press.

Boediman, E. P. (2025). Exploring the impact of deepfake technology on public trust and media manipulation: A scoping review. Jurnal Komunikasi, 19(2), 313–334. https://doi.org/10.20885/komunikasi.vol19.iss2.art8

Braun, V., & Clarke, V. (2019). Reflecting on reflexive thematic analysis. Qualitative Research in Sport, Exercise and Health, 11(4), 589–597. https://doi.org/10.1080/2159676X.2019.1628806

Carnahan, D., Hao, Q., & Yan, X. (2019). Framing Methodology: A Critical Review. In Oxford Research Encyclopedia of Politics. Oxford University Press. https://doi.org/10.1093/acrefore/9780190228637.013.1026

Cobb, R. W., & Elder, C. D. (1971). The Politics of Agenda-Building: An Alternative Perspective for Modern Democratic Theory. The Journal of Politics, 33(4), 892–915. https://doi.org/10.2307/2128415

Denzin, N. K., & Lincoln, Y. S. (2011). The Sage Handbook of Qualitative Research (4th ed.). Sage Publications.

Dhamayanti, L. P., Mani, L., & Dhamayanti, M. (2024). Online News: Media Framing On Indonesia’s Capital City Relocation Policy. Dirasat: Human and Social Sciences, 51(6), 110–123. https://doi.org/10.35516/hum.v51i6.3225

Entman, R. M. (1993). Framing: Toward Clarification of a Fractured Paradigm. Journal of Communication, 43(4), 51–58. https://doi.org/10.1111/j.1460-2466.1993.tb01304.x

Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. Holt, Rinehart and Winston.

Gurjar, P., Pratap Singh Kaurav, R., & Thakur, K. S. (2022). Digital content marketing practices and implementation in the tourism industry. In Handbook on Tourism and Social Media. Edward Elgar Publishing. https://doi.org/10.4337/9781800371415.00029

Hatch, M. J., & Schultz, M. (2002). The Dynamics of Organizational Identity. Human Relations, 55(8), 989–1018. https://doi.org/10.1177/0018726702055008181

Hendrickx, J., & Opgenhaffen, M. (2024). Introduction: Understanding Social Media Journalism. Journalism Studies, 25(9), 919–930. https://doi.org/10.1080/1461670X.2024.2368861

Husin, S. S., Ab Rahman, A. A., & Mukhtar, D. (2021). THE SYMBOLIC INTERACTIONISM THEORY: A SYSTEMATIC LITERATURE REVIEW OF CURRENT RESEARCH. International Journal of Modern Trends in Social Sciences, 4(17), 113–126. https://doi.org/10.35631/IJMTSS.417010

Jackson, M., Chorazy, E., Sison, M. D., & Wise, D. (2022). Public relations ethics in the 21st century: a state-of-the-field review. Journal of Communication Management, 26(3), 294–314. https://doi.org/10.1108/JCOM-12-2020-0164

Khaer, F., & Akbar, A. (2025). DEKONSTRUKSI MAKNA UANG PANAI : PERSPEKTIF SEMIOTIKA DALAM KONTEKS GENDER DAN BUDAYA. In Amal Akbar) Lektur : Jurnal Ilmu Komunikasi. ISSN (Vol. 8, Issue 2).

Khansa, N., & Widiarti, P. W. (2022). STRATEGI KOMUNIKASI CORPORATE SOCIAL RESPONSIBILITY DALAM MENINGKATKAN CITRA PERUSAHAAN PT ANGKASA PURA I YOGYAKARTA (Studi Kasus CSR Public Restroom Hutan Pinus Pengger). Lektur: Jurnal Ilmu Komunikasi, 4(3). https://doi.org/10.21831/lektur.v4i3.18536

Lock, I., & Jacobs, S. (2024). Identity resilience in times of mediatization: Comparing employees’ with citizens’ perceptions of a public organization. Public Relations Review, 50(1), 102416. https://doi.org/10.1016/j.pubrev.2023.102416

Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An Integrative Model Of Organizational Trust. Academy of Management Review, 20(3), 709–734. https://doi.org/10.5465/amr.1995.9508080335

Mohajan, H. K. (2018). Qualitative research methodology in social sciences and related subjects. Journal of Economic Development, Environment and People,], 7(1), 23–48.

Muhammad, R. F., & Suranto, S. (2020). POLA KOMUNIKASI HUMAS PT KERETA API INDONESIA DAERAH OPERASI 6 YOGYAKARTA DALAM MEMBANGUN CITRA. Lektur: Jurnal Ilmu Komunikasi, 2(4). https://doi.org/10.21831/lektur.v2i4.16349

Novitasari, D., & Widiarti, P. W. (2022). STRATEGI CYBER PUBLIC RELATIONS HUMAS POLRES PURWOREJO DALAM MENGELOLA CITRA POSITIF. Lektur: Jurnal Ilmu Komunikasi, 4(1). https://doi.org/10.21831/lektur.v4i1.18507

Nur, M. (2022). Data Industrialization: Between Datafication Commodification, and Digital Infrastructure. Jurnal Komunikasi Indonesia, 11(2). https://doi.org/10.7454/jkmi.v11i2.1034

Parinussa, B. F. E., Hartiana, T. I., & Nugraheni, Y. (2021). Agenda Building Agenda Media Atribut Politik melalui Press Release dan Pemberitaan Koran. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 5(1), 183. https://doi.org/10.25139/jsk.v5i1.2580

Reformansyah, M. A., & Widiarti, P. W. (2023). Analisis framing Robert Entman tentang berita kompas.com dan detik.com tentang kasus “IDI Kacung WHO.” Lektur: Jurnal Ilmu Komunikasi, 5(4). https://doi.org/10.21831/lektur.v5i4.19180

Rickard, L. N. (2021). Pragmatic and (or) Constitutive? On the Foundations of Contemporary Risk Communication Research. Risk Analysis, 41(3), 466–479. https://doi.org/10.1111/risa.13415

Sastry, S., Stephenson, M., Dillon, P., & Carter, A. (2021). A Meta-Theoretical Systematic Review of the Culture-Centered Approach to Health Communication: Toward a Refined, “Nested” Model. Communication Theory, 31(3), 380–421. https://doi.org/10.1093/ct/qtz024

Skinner, B. F. (1953). Science and Human Behavior. Free Press.

Sumandiyar, A., Smith, J. C. M., Syahr, Z. H. A., Husain, M. N., & Suharyanto, A. (2023). Influencer relations: the new paradigm of public relations. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 7(2), 401–416. https://doi.org/10.25139/jsk.v7i2.6688

Susanne Johansen, T., & Esmann Andersen, S. (2012). Co‐creating ONE: rethinking integration within communication. Corporate Communications: An International Journal, 17(3), 272–288. https://doi.org/10.1108/13563281211253520

Taylor, M., & Kent, M. L. (2022). Paradigm shifts in public relations theory (1st ed.). Routledge.

Van Dijck, J., & Poell, T. (2013). Understanding Social Media Logic. Media and Communication, 1(1), 2–14. https://doi.org/10.17645/mac.v1i1.70

Whisker, C. (2018). Adele E. Clarke, Carrie Friese & Rachel S. Washburn (2018). Situational Analysis: Grounded Theory After the Interpretive Turn. Forum Qualitative Sozialforschung/Forum: Qualitative Social Research , 19(3).

Wirtz, J. G., & Zimbres, T. M. (2018). A systematic analysis of research applying ‘principles of dialogic communication’ to organizational websites, blogs, and social media: Implications for theory and practice. Journal of Public Relations Research, 30(1–2), 5–34. https://doi.org/10.1080/1062726X.2018.1455146




DOI: https://doi.org/10.21831/lektur.v8i3.24423

Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 Septiana Yustika Widyaningrum

 

Creative Commons License

Lektur: Jurnal Ilmu Komunikasi is published by Universitas Negeri Yogyakarta, Jl. Colombo Yogyakarta No.1, Karang Malang, Caturtunggal, Kec. Depok, Kabupaten Sleman, Daerah Istimewa Yogyakarta, Indonesia 55281 and licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0) license.

View My Stats