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All Journal Jurnal Ilmu Sosial, Humaniora dan Seni
Fadhil Muhammad Husain
Program Magister Ilmu Komunikasi, Fakultas Ilmu Sosial dan Politik Universitas Andalas
Arts Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Problematika Penerapan Komunikasi Dua Arah Dalam Public Relations Digital Di Era Media Sosial Fadhil Muhammad Husain
Jurnal Ilmu Sosial, Humaniora dan Seni Vol. 4 No. 5 (2026): Maret - April
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jishs.v4i5.4609

Abstract

This study aims to analyze the application of two-way communication in digital Public Relations practices in the social media era and identify the problems that contribute to its suboptimal implementation. This study used a descriptive quantitative approach with content analysis. Data were obtained from 10 posts on the Instagram account @Infosumbar within the past two months that had a high level of interaction, including audience comments and admin responses. The results show that audience interaction is high, but admin responses are still low, at 3.9%. This indicates that the communication is not yet dialogic and is still dominated by a one-way pattern. Based on James E. Grunig's concept of two-way communication, this condition indicates the lack of feedback, dialogic interaction, and ongoing relationships. The problems identified include low admin responses and suboptimal management of interactions with the audience.
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