| dc.description.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. | en_US |
