Analisis Pesan Komunikasi Publik Pemerintah Kota Medan melalui Instagram @pemko.medan Terkait Isu Mall Centre Point Tahun 2024

Abstract

This This study aims to analyze the public communication messages delivered by the Medan City Government through the Instagram account @pemko.medan regarding the closure and reopening of Mall Centre Point. This research employs the message theory in public communication by Gligorić, Anderson, and West (2021), the public opinion theory by Bernard Hennessy (2011), and the new media theory by McQuail (2011). The methodology used is message content analysis with a qualitative approach, in which the data were obtained from four Instagram posts related to the policy. The data were analyzed to assess message clarity, audience engagement, message intensity, and the usefulness of the messages conveyed by the Medan City Government. The results of the study show that the messages conveyed have a high level of clarity, strong appeal through visuals that attract the audience, and a relatively high intensity, as reflected in the number of interactions and comments from the audience. The messages proved effective in providing understanding related to the policy of closing and reopening the mall. However, the impact of these messages on public opinion was quite diverse, with some members of the public supporting the policy while others felt disadvantaged. The public opinion analysis revealed that despite the support, the policy also triggered dissatisfaction, as reflected in negative comments. Overall, public communication through social media has proven to be an effective medium for influencing public opinion and delivering information related to government policy.