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Heru Susanto
Department Of Chemical Engineering, Faculty Of Engineering, Universitas Diponegoro, Jl. Prof. Soedharto SH, Tembalang, Semarang 50275, Indonesia
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Journal : COMMICAST

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Communication Strategy of the Indonesian Ministry of Religious Affairs in the Performance and Affirmation Assistance Program (BKBA) through the REP-MEQR Project Susanto, Heru; Makkuraga Putra, Afdal
COMMICAST Vol. 6 No. 3 (2025): December
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/commicast.v6i3.14497

Abstract

The rapid expansion of digital media has transformed government communication practices; however, its strategic application in large-scale education reform programs remains underexplored. In Indonesia, the Ministry of Religious Affairs utilizes digital platforms, particularly YouTube, to disseminate information on the Performance and Affirmation Assistance Program (BKBA) under the Realizing Education’s Promise Madrasah Education Quality Reform (REP-MEQR) Project. Despite the program’s critical role in reducing disparities among more than 78.000 madrasahs, empirical studies rarely examine how digital communication strategies function within a multi-level bureaucratic structure or how they are perceived by beneficiaries. This study aims to analyze the Ministry’s digital communication strategy in socializing the BKBA Program through video-based content and to assess responses from recipient madrasahs. The study contributes to the literature on digital government communication by providing empirical evidence on strategy effectiveness in a tiered governance context. A qualitative research design was employed, involving field observations, in-depth interviews with Ministry officials, project managers, and madrasah representatives, as well as content analysis of official YouTube materials. The findings reveal that the Ministry applies a systematic and tiered communication strategy combining digital platforms, technical guidance, and direct socialization. While generally effective, the strategy faces challenges related to unequal digital literacy, infrastructural limitations, and inconsistent regional support. Nevertheless, beneficiary madrasahs report positive impacts, particularly improvements in educational infrastructure and institutional capacity. The study concludes that coordinated, multi-level digital communication can enhance government program outreach, provided that inclusivity, contextualization, and regional capacity strengthening are prioritized.
Co-Authors . Widayat Abdul Ghofur Abu Rokhmad Addina Nur Adi Darmawan Adjie, Firman Tri Afdal Makkuraga Putra Agus Nur Cahyo Agus Nurawan Agustina Kumala Dewi Agustina Kumala Dewi Sholihah Anny Sulaswatty, Anny Apriliana, Pamella Aprilina Purbasari Ariestya Meta Devi Ariestya Meta Devi Arsita, Tiara Seno Asteria Apriliani Susanto Audityo, Muhammad Shelviano Aulia Ainis Lisa Ayuningrum, Denandha Putri Azzahra, Aurum B Budiyono Badrus Zaman Bakti Jos Bambang Cahyono Bambang Pramudono Basituasi Baene Belia Alfiko Berkah Fajar Burhanudin Burhanudin Desiriani, Ria Dian Histifarina Dini Karunia Sari Dudi Hidayat Dwi Titik Apriyanti Dyah Hesti Wardhani Erdi Guna Utama Eti Sunarsih Eva Purwanti, Eva Fajar Wulandari Fajar Wulandari Faleh Setia Budi Fauzi Ahmad Bogas Fekri Pratama Filardli, Abdullah Malik Islam Firda, Nur Firdausi Husrin Fitri Fitri Gonzales, Ralph Rolly Gricela, Sara Gunawan Gunawan Gunta Wirawan Hamdani, Kiki Kusyaeri Handaja, Suka Hanifa Zakiyatul Urbach Heny Kusumayanti Hermawan Hermawan Hermawan Hesti Rahayu I G. Wenten I Nyoman Widiasa I Nyoman Widiasa Insan Suwanto Insan Suwanto irul, Khairullah irul Joddy Arya Laksmono khabibi Khabibi Khairurrijal Khairurrijal Kiki Kusyaeri Hamdani Kuwat Triyana Leonel Adrian Triskanto lois_denissa, Lois Denissa Lulluil Mahsunnah Lulluil Mahsunnah Luqman Buchori Maharani, Nesti Dwi Mamlukhah Mansyur Marga Dharma Prayoga Marta Chandra Anikke Putri Meindy Catur Risqiputra Muhammad Cholid Djunaidi Muhammad Luqman Bukhori Muhammad Rafly Pramudya Nagoro, Ignatius Henry Adi Ngadiwiyana M.Si. S.Si. Nisrina Nita Aryanti Nor Basid Adiwibawa Prasetya Novery Lysbetti Novi Syafa’atun Novintan Elistya Nur Firdausi Husrin Nur Mufarokhah Nur Rokhati Nurcahyo, Agus Nurcahyo, Agus Nurhafifah, Meilina Nursyamsu Nursyamsu Nursyamsu Nursyamsu Olivedia Justin Wijaya Oppie, Oppie Pardoyo Pardoyo Pertiwi Andarani Prasetiya, Hafiizh Qomariah Qomariah Rahmania, Yusi Luluk Ratnadewi, Dwijani Rika Wahyuni Rika Wahyuni Risa Suryana Rosmaiyadi Satrio Kuntolaksono Serlina Adelia Setiawan, Arief Ameir Rahman Siahaan, Samuel Ezra Sima, Sima Siswo Sumardiono Sri Mulyani Sriatun Sriatun Susan Neni Triani Tamara Cindy Samsita Rani Titik Istirokhatun Tri Martini Tutuk Djoko Kusworo Umi Baroroh Lili Utami Utama, Erdi Guna Wawan Wahyudin Wibowo, F Mukti Widianti, Nurhannah Widiyanto, Edhi Wiloso, Edi Iswanto Wishnu Wijaya Yanuar Ariyanto Yanuardi Raharjo, Yanuardi Yoga Prasetya Zetli, Sri Zulfahita, Zulfahita