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Journal : communication

The Construction Of Digital Norm Ontology And The Functional Dynamics Of The Strategic Role Of Public Relations In VCoP Megawati, Nur Afrila; Lawanda, Ike Iswary; Susetyo-Salim, Tamara Adriani
Communication Vol 17, No 1 (2026): Communication
Publisher : Fakultas Komunikasi & Desain Kreatif - Universitas Budi Luhur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36080/Comm

Abstract

Virtual Communities of Practice (VCoP) in the era of digital transformation have become a strategic asset for organizational knowledge management. Public relations play a crucial role as communication managers; however, operational standards integrating digital norms remain fragmented. Public relations play a crucial role as communication managers, but operational standards that integrate digital norms into this role remain fragmented. This study aims to build an ontology model capable of mapping the structure of digital norms. It also seeks to define the functional dynamics of public relations' role in moderating knowledge flows in a VCoP. This study uses an ontology engineering methodology consisting of the stages of specification, knowledge acquisition, conceptualization, logic formalization, and evaluation. Knowledge is acquired from the literature on knowledge management, digital citizenship, and strategic communication theory. This model is formalized using predicate logic in the form of axioms to describe interactions between entities. This study produces an ontology model consisting of four main classes: actors, digital norms, knowledge activities, and information assets. The functional dynamics of this model are mapped through five main axioms, three of which define the role of public relations. These axioms include the role of gatekeeper through the validity axiom, law enforcer through the legal intervention axiom, and facilitator through the social stimulation axiom. The evaluation results show that this ontology is able to answer competency questions related to information governance in virtual communication. This mapping proves that the role of public relations is shifting from mere moderators to information architects who ensure the security and credibility of organizational knowledge. Practically, this model can be adopted by organizations as a logical basis for developing decision support systems in community moderation and the preparation of structured ethical guidelines.
Co-Authors Abi Rafdi Ramadhan Ade Maya Azkiyati Anas, Ansori Anggraeni, Novita Cristyne Anita Anita Ansori Anas Arliana Wijayanti Arya Wijaya Pramodha Wardhana Author, Nailul Aviazka Firdhaussi Azmir Azmir, Aviazka Firdhaussi Berliani Ardi Bukhori, Farhan Deka Anggawira Dewi Yulianti Dewi, Sarwendah Puspita Diah Lutfiani Earwantama, Arvia Edi Wibowo Edi Wibowo Ersya Julia Hermadilla Ervina Nurjanah Evah Farhah Fajar Nyfantoro Fandi Rahman Hidayat Febriyanto Febriyanto Febriyanto Febriyanto Fidan Safira Fidan Safira, Fidan Frans Asisi Datang Gani, Fuad Gani, Fuad Hendra Kurniawan Hendrayani, Putri Fajar Ayu Henry Sandika Ike Iswary Lawanda Khairunnisa Khairunnisa Khir Johari Abdullah Sani, Mad Laksmi Laksono Trisnantoro Ludi Tiara, Ayunda Trisna Mad Khir Johari Abdullah Sani Mad Khir Johari Abdullah Sani Mad Khir Johari B. Abdullah Sani Mahesa Rani, Putu Marbawi, Muhamad Idris Megawati, Nur Afrila Mirmani, Anon Moethia Anggraeni Muhamad Prabu Wibowo Muthia Nurhayati Muthia Nurhayati, Muthia Nabila Aulia Nadya Mentari Namira Rahmi Zahara Ni Made Lila Sri Kamala Nidaul Haq Nur Sanny Rahmawati Nurhayati, Euis Sri Nurul Habib Romadhan Permadi Heru Prayogo Pramudyo, Gani Nur Pratiwi Anindita Adji Putra, Ridi Rahmanda Putra, Riyan Adi Rahmi Rahmi Rahmi Rahmi Retno Andini Ridi Rahmanda Putra Rifni Raihana Rikka Poerna Anggelia Rizkiana Karmelia Shaura Saif Haromain Al Fashli Sani, Mad Khir Johari Abdullah Sekarjati, Amalia Septa Septa Siti Alyza Rizqika Noordin Sofia Nur Aisyah Steven Yehezkiel Sinaga Sugihartati, Rahma Sutrilastio, Syah Irza Raya Syam'aeni, Muhammad Asyep Tantowi, Lisy Tiara, Ayunda Trisna Ludi Tri Yekti Mufidati Trina Nur Faturohmah Ursa Agniya Vita Arieska Wibowo, Muhamad Prabu Yundari, Yundari Yunianti, Anisa Dwi