COMMUNITY-ORIENTED POLICE COMMUNICATION ON INSTAGRAM: A PUBLIC-TRACE ANALYSIS OF POLDA METRO JAYA CAMPAIGNS AND ISLAMIC COMMUNICATION VALUES

Devie Rahmawati (Public Relations Program Vokasi, Universitas Indonesia, Indonesia)
Wiratri Anindhita (Communication Science Program Study, Faculty of Social Sciences and Law, Universitas Negeri Jakarta, Indonesia)
Giri Lumakto (Program Development, Klinik Digital Jakarta, Indonesia)
Mila Viendyasari (Office Relations Program Vokasi, Universitas Indonesia, Indonesia)
Muhammad Zaky Ramadhan (Folks Strategic, Indonesia)

Jurnal Manajemen Dakwah (J-MD)
Vol. 7 No. 2 (2026): JMD

This study aims to examine how Polda Metro Jaya’s Instagram campaign communication, particularly through the leadership-linked account @kapoldametrojaya, frames public service from the perspective of institutional communication and Islamic da'wah values emphasizing maslahah (public welfare), ukhuwah (social solidarity), social responsibility, and collaborative engagement between police and citizens. The research employs a qualitative approach using digital trace analysis by retaining only Instagram posts with publicly accessible URLs to ensure data traceability, transparency, and research replicability. The final corpus consists of ten digital traces related to the Vaksinasi Merdeka and Street Race campaigns published between August 2021 and June 2022. The findings reveal that eight posts primarily reflected community-oriented communication, while two combined community engagement with order-maintenance objectives. Networking strategies appeared in eight posts, whereas informational push communication was identified in five. These recoverable digital traces consistently portrayed policing as collaborative public service characterized by partnership, civic participation, compassion, and collective problem-solving, reflecting the Islamic principles of da'wah bil hikmah, social justice, and public accountability. The study is limited to publicly recoverable Instagram traces and therefore does not assess their impact on public trust, behavioral change, or communication effectiveness. Practically, the findings provide valuable insights for public institutions and da'wah-oriented organizations in designing transparent, accountable, value-driven, and evidence-based digital communication strategies. The originality of this study lies in integrating digital trace analysis with the perspective of Islamic da'wah management, demonstrating that traceability, complete metadata, and cautious interpretation provide a more rigorous basis for evaluating institutional social media communication than reliance on engagement metrics alone.