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All Journal Ultimacomm: Jurnal Ilmu Komunikasi Jurnal Ilmu Komunikasi
A.A.A. Ngurah Sumitha Ghanjali
Universitas Bakrie
Languange, Linguistic, Communication & Media

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The Audience Reception and AI in the Political Campaign of the 2024 Bali District Heads Election A.A.A. Ngurah Sumitha Ghanjali
ULTIMA Comm Vol 16 No 2 (2024): ULTIMACOMM
Publisher : Universitas Multimedia Nusantara

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Abstract

Artificial Intelligence (AI), often referred to as artificial intelligence technology, is a new technology used to help solve various human needs in various aspects. One of these aspects is related to politics. With the existence of AI, political contestation is increasingly colourful and provides a new perspective for the community. The purpose of this study is to analyse the audience's reception of the use of artificial intelligence (AI) in political campaigns in the 2024 Bali district heads election using Stuart Hall's theory. The Encoding-Decoding process becomes the reference of this research in understanding how campaign messages poured through AI technology are received, interpreted, and consumed by audiences with diverse social and cultural backgrounds. This research uses a qualitative approach with in-depth interviews, observation, and analysing documentation to explore Balinese audiences' views on the use of AI in political campaigns. The main focus of this research is to understand how Balinese people with strong socio-cultural characteristics can adapt and interpret political messages delivered through various AI-based media tools and whether this understanding is in accordance with the intention of the sender of the message or there are influences from local factors. The results show that there are different ways in which Balinese audiences interpret AI-based campaign messages. There is a positive acceptance due to easy, fast and relevant access to information. However, on the other hand, there is a sense of concern about deprivation of privacy and manipulation of opinions. The findings are expected to provide insights into how AI-based technology can influence the dynamics of political communication through campaigns. In addition, this research also emphasises the need to increase media literacy both conventionally and digitally in order to be more critical in receiving political messages received, one of which is through AI. Keywords: Artificial Intelligence; political campaign; reception theory
Strategi PR Adaptif Humas LPP TVRI Bali melalui Storytelling Digital A.A.A. Ngurah Sumitha Ghanjali; Mochammad Kresna Noer
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 3 (2026): Agustus 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i3.7303

Abstract

The development of digital technology has significantly transformed public relations practices in  LPP TVRI Bali, particularly in creating some content more interactive, participatory, and data-driven communication patterns. This study aim to give some analyzes how the adaptive PR  strategy implemented  by public relations division through digital storytelling to build the reputation of the institutional image and engagement of audience in digitalization era. The research employs a qualitative descriptive method with an approach with a case study. Data were collected through in-depth interview, observation of digital communication activities, and documentation from Instagram content of @humastvribali. The findings reveal that digitalization in media transformation has shifted by the role of PR practitioners from  delivering the merely disseminating information to manage the reputation also producing strategic content based on real-time. Implementation of digital storytelling through human-centered narratives, some content about behind the scenes some program in LPP TVRI Bali, adding creative visual elements, and  the use of AI as supporting tool to build the creativeness of content production. Strategy evaluation is conducted based on engagement metrics such as likes, shares and  growth’s follower. The strategy gain the support from the organizational through training and technological facilities for strengthening the effectiveness of the strategy.
Co-Authors Mochammad Kresna Noer