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Nursamsiah Pasya Hasibuan
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Religion Education

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PUBLIC RELATIONS STRATEGY IN BUILDING THE IMAGE OF UIN SUMATERA UTARA AS AN APPLIED ISLAMIC UNIVERSITY IN THE DIGITAL ERA Nur Hanifah; Nursamsiah Pasya Hasibuan; Amelia Lestari Butar-butar; Defi Nurfajaria; Zulfan Affandi
Communicative : Jurnal Komunikasi dan Penyiaran Islam Vol. 6 No. 1 (2025): Communicative : Jurnal Komunikasi dan Penyiaran Islam
Publisher : Program Studi Komunikasi dan Penyiaran Islam, Fakultas Dakwah dan Komunikasi, Universitas Islam Bunga Bangsa Cirebon

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This study aims to describe and analyze the public relations strategies in building the image of the State Islamic University of North Sumatra (UIN-SU) as a campus based on applied Islamic sciences, as well as to identify its challenges and obstacles. This research employs a qualitative approach, with data collected through observation, interviews, and documentation. Data analysis was conducted through data reduction, presentation, and verification, while data validity was tested using triangulation. The findings reveal that UIN-SU’s public relations strategies include: optimizing website management; promoting campus events; implementing Corporate Social Responsibility (CSR) activities through direct community involvement; collaborating with local mass media; strengthening corporate identity; publishing content via social media platforms such as Instagram, TikTok, YouTube, Facebook, and newspapers; persuasive communication with prospective students; and branding efforts targeted at Islamic Senior High Schools, general Senior High Schools, and Vocational High Schools. The internal obstacles involve limited public relations personnel, while external challenges include low student awareness in disseminating campus information and the need to tailor content for Generation Z. This study contributes by offering strategic guidance for Islamic higher education institutions in effectively developing their institutional image through the strengthening of strategic communication and collaboration, particularly in the digital era.
FRAMING ANALYSIS USING ROBERT ENTMAN’S MODEL IN NEWS COVERAGE OF SEXUAL VIOLENCE CASES AT THE STATE ISLAMIC UNIVERSITY OF NORTH SUMATRA ON ONLINE MEDIA KOMPAS.COM AND DETIK.COM Winda Kustiawan; Nursamsiah Pasya Hasibuan; Defi Nurfajaria; Muhammad Syarif Harefah
Communicative : Jurnal Komunikasi dan Penyiaran Islam Vol. 6 No. 1 (2025): Communicative : Jurnal Komunikasi dan Penyiaran Islam
Publisher : Program Studi Komunikasi dan Penyiaran Islam, Fakultas Dakwah dan Komunikasi, Universitas Islam Bunga Bangsa Cirebon

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This study examines how the online media outlets Kompas.com and Detik.com frame the news coverage of a sexual violence case at the State Islamic University of North Sumatra (UINSU), using Robert Entman’s framing analysis model. In the context of reporting on sensitive issues such as sexual violence, the media do more than convey information they also shape public perception and influence the direction of social discourse. This research employs a descriptive qualitative approach with framing analysis to explore four key elements in media narratives: problem definition, causal interpretation, moral evaluation, and treatment recommendation. The findings reveal that Kompas.com adopts a more humanistic and structural approach, emphasizing the victim’s suffering, the role of patriarchal culture, and the need for educational reform. In contrast, Detik.com takes a more legalistic stance, highlighting legal processes and institutional responses to the perpetrator. These differing approaches reflect distinct editorial perspectives and significantly impact how society perceives and responds to sexual violence on campus. Kompas.com constructs a narrative that fosters collective awareness of the need for systemic change, whereas Detik.com reinforces confidence in legal resolutions. These findings demonstrate the influential role of mass media in determining the focus and values of news coverage. The framing employed by media outlets can shape public opinion, influence policy directions, and affect support for victims. Thus, the media are expected to take greater responsibility in crafting narratives that are fair, balanced, and victim-centered, in order to promote more progressive social transformation within higher education environments.
Co-Authors Amelia Lestari Butar-butar Defi Nurfajaria Muhammad Syarif Harefah Nur Hanifah Winda Kustiawan Zulfan Affandi