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Communicology: Jurnal Ilmu Komunikasi
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Published by Universitas Negeri Jakarta
ISSN : 23391480     EISSN : 25809172     DOI : -
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Social Sciences
Communicology: Jurnal Komunikasi published by prodi DIII Hubungan Masyarakat UNJ. Starting in 2017, Published 2x year, on July and December.
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Articles 188 Documents
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Budaya Fanbase Dan Hiperrealitas Komunikasi Politik Di Tiktok Telaah Figur Bahlil Lahadalia Mira Natalia Pellu
Communicology: Jurnal Ilmu Komunikasi Vol. 14 No. 1 (2026): Communicology: Jurnal Ilmu Komunikasi, Volume 14 No. 1 Juli 2026
Publisher : Sarjana Terapan Prodi Humas dan Komunikasi Digital Fakultas Ilmu Sosial Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/COMM.036.07

Abstract

Introduction: The rapid development of TikTok as a visual- and algorithm-driven platform has transformed patterns of political communication on social media. Political figures are no longer primarily presented through policy or formal argumentation but through visual representations that build emotional proximity with digital audiences. Previous studies have focused more on political personal branding and popular fanbase culture, while research on political fanbases as producers of hyperreality on TikTok remains limited. Objective: This study aims to analyze the production of political hyperreality regarding Bahlil Lahadalia through TikTok fanbase culture. Method: This research employs a qualitative approach with a digital netnography design on two TikTok accounts, @Kingbahlillahadalia and @kandabahlil.update. Data were collected through digital observation of videos, captions, music, hashtags, visual edits, and audience interactions from January to April 2026. Results: The findings show that Bahlil is represented as a digital persona that is humorous, inspirational, youth-oriented, and authoritative rather than a formal policy actor. Fanbase culture and TikTok algorithms intensify emotional engagement, turning political communication into a visual-affective experience. Conclusion: TikTok fanbases construct political hyperreality through visual production mediated by algorithms and participatory digital culture.   ABSTRAK Pendahuluan: Perkembangan TikTok sebagai platform berbasis visual dan algoritma telah mengubah pola komunikasi politik di media sosial. Figur politik tidak lagi hadir terutama melalui kebijakan atau argumentasi formal, tetapi melalui representasi visual yang membangun kedekatan emosional dengan audiens digital. Penelitian sebelumnya lebih banyak membahas personal branding politik dan budaya fanbase populer, sementara kajian mengenai fanbase politik sebagai produsen hiperrealitas di TikTok masih terbatas. Tujuan: Penelitian ini bertujuan menganalisis produksi hiperrealitas politik terhadap figur Bahlil Lahadalia melalui budaya fanbase di TikTok. Metode: Penelitian ini menggunakan pendekatan kualitatif dengan desain netnografi digital pada dua akun TikTok, yaitu @Kingbahlillahadalia dan @kandabahlil.update. Data diperoleh melalui observasi video, caption, musik, hashtag, visual, dan interaksi audiens selama Januari–April 2026. Hasil: Temuan menunjukkan bahwa figur Bahlil direpresentasikan sebagai persona digital yang humoris, inspiratif, dekat dengan generasi muda, dan berwibawa dibanding aktor kebijakan formal. Budaya fanbase dan algoritma TikTok memperkuat keterlibatan emosional sehingga komunikasi politik menjadi pengalaman visual-afektif. Kesimpulan: Fanbase TikTok membentuk hiperrealitas politik melalui produksi visual yang dimediasi algoritma dan budaya partisipatif.
Komunikasi Partisipatif Dalam Sosialisasi Peraturan Daerah Pada Masyarakat Kelurahan Tamansari Wiastuti; Kornelia Johana Dacosta
Communicology: Jurnal Ilmu Komunikasi Vol. 14 No. 1 (2026): Communicology: Jurnal Ilmu Komunikasi, Volume 14 No. 1 Juli 2026
Publisher : Sarjana Terapan Prodi Humas dan Komunikasi Digital Fakultas Ilmu Sosial Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/COMM.036.10

Abstract

Regional Regulation Socialization (Sosperda) is an important public communication strategy implemented by the Regional House of Representatives (DPRD) to improve citizens’ understanding of local regulations. However, communication barriers often reduce the effectiveness of policy dissemination in urban communities. This study aims to analyze the communication patterns carried out by DPRD DKI Jakarta in the implementation of Sosperda in Tamansari Village, West Jakarta. The research focuses on understanding how messages are delivered and what obstacles occur during the communication process. A descriptive qualitative method was employed through in-depth interviews, observation, and documentation involving five key informants. Data were analyzed using NVivo 12 software to identify major communication themes. The findings indicate that the communication pattern tends to be semi-participatory, where one-way communication remains dominant but has developed into two-way communication through dialogue and question-and-answer sessions. The main obstacles include the use of formal legal terminology, limited discussion time, and the community’s low understanding of the substance of regional regulations. These findings confirm that the effectiveness of Sosperda is strongly influenced by the communicator’s ability to simplify policy language and create contextual dialogue spaces that are relevant to community needs. ABSTRAK   Sosialisasi Peraturan Daerah (Sosperda) merupakan salah satu strategi komunikasi publik yang dilakukan DPRD untuk meningkatkan pemahaman masyarakat terhadap kebijakan daerah. Namun, efektivitas penyampaian informasi masih menghadapi berbagai hambatan komunikasi di masyarakat perkotaan. Penelitian ini bertujuan untuk menganalisis pola komunikasi yang dilakukan oleh DPRD DKI Jakarta dalam pelaksanaan Sosialisasi Peraturan Daerah (Sosperda) di Kelurahan Tamansari, Jakarta Barat. Fokus penelitian adalah memahami bagaimana pesan disampaikan dan hambatan yang terjadi selama proses komunikasi berlangsung. Metode yang digunakan adalah kualitatif deskriptif dengan pengumpulan data melalui wawancara mendalam, observasi, dan dokumentasi terhadap lima informan utama. Analisis data dilakukan menggunakan perangkat lunak NVivo 12 untuk memetakan tema-tema komunikasi. Hasil penelitian menunjukkan bahwa pola komunikasi yang diterapkan cenderung bersifat semi-partisipatif, di mana komunikasi satu arah masih dominan, tetapi telah berkembang menuju komunikasi dua arah melalui sesi dialog dan tanya jawab. Hambatan utama yang ditemukan meliputi penggunaan istilah hukum yang formal, keterbatasan waktu diskusi, dan rendahnya pemahaman masyarakat terhadap substansi Peraturan Daerah. Temuan ini menegaskan bahwa efektivitas Sosperda dipengaruhi oleh kemampuan komunikator dalam menyederhanakan bahasa kebijakan dan membangun ruang dialog yang kontekstual dengan kebutuhan masyarakat. 
Political Branding dan Konstruksi Kingship Keluarga Yudhoyono dalam Komunikasi Politik Digital Ahmad Apriyono; Fachri Muhammad
Communicology: Jurnal Ilmu Komunikasi Vol. 14 No. 1 (2026): Communicology: Jurnal Ilmu Komunikasi, Volume 14 No. 1 Juli 2026
Publisher : Sarjana Terapan Prodi Humas dan Komunikasi Digital Fakultas Ilmu Sosial Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/COMM.036.01

Abstract

Introduction: In the introduction video of his second son, Agus Harimurti Yudhoyono referred to the newborn, Arjuna Hanyokrokusumo Yudhoyono, as “AHY Junior.” This phenomenon illustrates how a personal event can be strategically constructed into a political message. Objective and scope: This study aims to analyze the meaning of the label “AHY Junior” through the perspectives of Political Branding and Kingship in constructing the narrative of the Yudhoyono family's political dynasty. Method: Employing a constructivist paradigm, this study uses a qualitative descriptive approach with content analysis of the introduction video. Data were collected through media observation and classified into the categories of Political Branding and Kingship. Results: The findings reveal a novel form of political branding in which political identity is constructed from birth through family symbolism. The use of “AHY Junior” reflects the evolution of political dynasties into a modern branding strategy, where the well-established “AHY” identity functions as symbolic capital to strengthen succession narratives and facilitate public acceptance. Conclusion: The “AHY Junior” narrative represents a contemporary political communication strategy that utilizes family symbolism to reinforce legitimacy and sustain political dynasty in the future. ABSTRAKPendahuluan: Dalam video perkenalan putra keduanya, Agus Harimurti Yudhoyono menyebut Arjuna HanyokrokusumoYudhoyono sebagai “AHY junior”. Fenomena ini menunjukkan bagaimana momen personal dikonstruksi menjadi pesan politik yang strategis. Tujuan dan ruang lingkup artikel: Penelitian ini bertujuan menganalisis makna penyebutan “AHY junior” sebagai strategi Political Branding dan Kingship dalam membangun narasi keberlanjutan dinasti politik keluarga Yudhoyono. Metode: Penelitian menggunakan paradigma konstruktivisme dengan metode deskriptif kualitatif melalui analisis isi video perkenalan. Data diperoleh dari observasi terhadap konten media dan diklasifikasikan ke dalam kategori Political Branding dan Kingship. Hasil: Penelitian menemukan bahwa branding politik telah bergeser ke ranah personal melalui identitas keluarga sejak kelahiran. Penyebutan “AHY junior” menunjukkan evolusi dinasti politik ke bentuk yang lebih modern melalui branding sejak dini. Singkatan AHY yang telah melekat sebagai identitas politik menjadi investasi simbolik untuk membangun narasi estafet kepemimpinan dan mempermudah pembentukan simpati publik. Kesimpulan: Narasi “AHY junior” merepresentasikan strategi komunikasi politik yang memanfaatkan simbol keluarga untuk memperkuat legitimasi dan keberlanjutan dinasti politik pada masa depan.  
Framing Media Nasional dan Internasional tentang Kesepakatan Diplomatik Indonesia China di Laut China Selatan Joko Prawito; Sudarto; Aprilianti Pratiwi; Bonny Perkasa Halim
Communicology: Jurnal Ilmu Komunikasi Vol. 14 No. 1 (2026): Communicology: Jurnal Ilmu Komunikasi, Volume 14 No. 1 Juli 2026
Publisher : Sarjana Terapan Prodi Humas dan Komunikasi Digital Fakultas Ilmu Sosial Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/COMM.036.02

Abstract

ABSTRACT Introduction: The diplomatic agreement between Indonesia and China following President Prabowo Subianto’s visit to Beijing in November 2024 sparked public debate over Indonesia’s maritime sovereignty in the North Natuna Sea. The objective of this study is to analyze the framing employed by national and international media regarding the Indonesia - China diplomatic agreement on the South China Sea, particularly the issue of the North Natuna Sea. Methods: This study employed a qualitative content analysis approach by integrating Entman’s Framing Theory, Galtung’s Peace Journalism, and Coombs’ Crisis Communication Model. Data were collected from four national media outlets Kompas, The Jakarta Post, Detik.com, and Tempo and four international media outlets BBC News, Reuters, South China Morning Post, and The Straits Times published between November 2024 and January 2025. Results: The findings reveal significant disparities in media framing. National media predominantly adopted narratives emphasizing diplomacy and economic cooperation, which are aligned with the principles of peace journalism, whereas international media employed conflict-oriented and geopolitical tension frames consistent with the war journalism approach. The Indonesian government implemented crisis communication strategies, particularly the justification strategy, to manage public perception and reaffirm national sovereignty. Conclusion: This study contributes to the fields of media studies, political communication, and international relations by demonstrating how media framing shapes public opinion and influences foreign policy narratives in the context of maritime geopolitical disputes. ABSTRAK   Pendahuluan: Kesepakatan diplomatik Indonesia-Tiongkok pasca kunjungan Presiden Prabowo Subianto ke Beijing pada November 2024 memicu perdebatan publik tentang kedaulatan maritim Indonesia di Laut Natuna Utara. Tujuan penelitian adalah menganalisis pembingkaian yang dilakukan media nasional dan internasional tentang kesepakatan diplomatik Indonesia-Tiongkok mengenai Laut Cina Selatan, khususnya isu wilayah Laut Natuna Utara. Metode penelitian menggunakan pendekatan analisis konten kualitatif digunakan dengan mengombinasikan Teori Framing Entman, Jurnalisme Perdamaian Galtung, dan Model Komunikasi Krisis Coombs. Data dikumpulkan dari empat media nasional, yaitu Kompas, The Jakarta Post, Detik.com, dan Tempo, serta empat media internasional, yaitu BBC News, Reuters, South China Morning Post, dan The Straits Times, pada periode November 2024 hingga Januari 2025. Hasil penelitian mendapatkan temuan yang mengungkapkan disparitas framing yang signifikan, media nasional sebagian besar mengadopsi konsep diplomasi dan kerjasama ekonomi yang sejalan dengan prinsip-prinsip jurnalisme perdamaian, sedangkan media internasional menerapkan kerangka konflik dan ketegangan geopolitik yang sesuai dengan pendekatan jurnalisme perang. Pemerintah Indonesia menerapkan strategi komunikasi krisis, khususnya strategi pembenaran, untuk mengelola persepsi publik dan menegaskan kembali kedaulatan nasional. Kesimpulan penelitian ini berkontribusi pada studi media, komunikasi politik, dan keilmuan hubungan internasional dengan menunjukkan bagaimana framing media membentuk opini publik dan memengaruhi narasi kebijakan luar negeri dalam konteks perselisihan geopolitik maritim.
Negosiasi Identitas Korban dan Pelaku pada Podcast Close the Door Polemik Mens Rea Rio Prawira Octavieri
Communicology: Jurnal Ilmu Komunikasi Vol. 14 No. 1 (2026): Communicology: Jurnal Ilmu Komunikasi, Volume 14 No. 1 Juli 2026
Publisher : Sarjana Terapan Prodi Humas dan Komunikasi Digital Fakultas Ilmu Sosial Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/COMM.036.06

Abstract

Introduction: The Mens Rea polemic creates ambiguity regarding Pandji Pragiwaksono’s (P.P.) position as both victim and perpetrator in the digital space. Previous studies have primarily examined critical discourse and audience perceptions, leaving the construction of P.P.’s identity underexplored. Objective: This study analyzes how P.P.’s identity is constructed, communicated, and negotiated, and examines whether the disputed act reflects intention (dolus) or negligence (culpa). Method: A qualitative approach employing Membership Categorization Device (MCD) and Conversation Analysis (CA) was applied to the Mens Rea episode of the Close the Door podcast. Data were collected through Jefferson transcription and analyzed based on identity categorization and conversational interaction. Results: Identity in digital media is fluid and continuously negotiated through social interaction, consistent with the Communication Theory of Identity (CTI). Symbolic Interaction Theory (SIT) further explains self-reflection through conversational pauses. P.P.’s actions also tend to indicate negligence (culpa). Conclusion: The podcast functions not only as an interview medium but also as a space for moral negotiation, self-defense, and identity legitimization.    ABSTRAK Pendahuluan: Polemik Mens Rea menimbulkan ambiguitas terkait posisi Pandji Pragiwaksono (P.P.) sebagai korban maupun pelaku di ruang digital. Penelitian sebelumnya mengenai Mens Rea umumnya berfokus pada analisis wacana kritis dan persepsi audiens, sehingga belum mengkaji konstruksi identitas P.P. Tujuan: penelitian ini bertujuan menganalisis bagaimana identitas P.P. dikonstruksi, dikomunikasikan, dan dinegosiasikan, serta menelaah apakah kesalahan yang dipermasalahkan termasuk kesengajaan atau kelalaian. Metode: Penelitian ini menggunakan pendekatan kualitatif dengan metode Membership Categorization Device (MCD) dan Conversation Analysis (CA) pada podcast Close the Door episode Mens Rea. Data diperoleh melalui transkripsi Jefferson untuk mengidentifikasi dinamika percakapan, intonasi, jeda, dan pergantian pembicara. Analisis dilakukan melalui kategorisasi identitas dan struktur interaksi percakapan. Hasil: Penelitian ini menunjukkan bahwa identitas di media digital bersifat cair dan dinegosiasikan melalui interaksi sosial sebagaimana dijelaskan dalam Communication Theory of Identity (CTI). Symbolic Interaction Theory (SIT) memperlihatkan proses refleksi diri melalui jeda percakapan. Temuan juga menunjukkan bahwa kesalahan P.P. cenderung mengarah pada kelalaian (culpa). Kesimpulan: Podcast tidak hanya berfungsi sebagai media wawancara, tetapi juga sebagai ruang negosiasi moral, pembelaan diri, dan legitimasi identitas. 
Komunikasi Dialogis Respons Institusi Jaminan Kesehatan Terhadap Keluhan Pengguna di Instagram Ageng Rara Cindoswari; Putri Rahmania; Michael Jibrael Rorong; Rizka Dwi Amelia
Communicology: Jurnal Ilmu Komunikasi Vol. 14 No. 1 (2026): Communicology: Jurnal Ilmu Komunikasi, Volume 14 No. 1 Juli 2026
Publisher : Sarjana Terapan Prodi Humas dan Komunikasi Digital Fakultas Ilmu Sosial Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/COMM.036.03

Abstract

ABSTRACT Introduction: Social media has become the primary channel for public complaints regarding healthcare services; however, there is still a lack of adequate instruments to distinguish between institutional responses that appear dialogic and those that are genuinely dialogic, particularly in the context of Indonesian-language Instagram. Objective: This study analyzes the quality of dialogic communication in BPJS Kesehatan responses to user complaints on Instagram, identifying dominant response patterns and the systemic factors that shape them. Methods: This study employs a qualitative approach with an intrinsic case study design in Batam City. Data were collected through in-depth interviews with eight informants (public relations staff and active users) and analyzed using reflexive thematic analysis and deductive typological coding based on four ethical criteria. Results: The findings show that monologic, pseudo-dialogic, and authentic dialogic patterns coexist, with pseudo-dialogic responses (responses that appear empathetic but do not resolve the core issue) being the most dominant. Conclusion: Dialogic quality is contextual and fluctuating, shaped by internal capacity constraints and structural limitations of the platform, indicating the need to reposition performance metrics of public digital communication from mere popularity toward the fulfillment of substantive ethical criteria. ABSTRAK   Pendahuluan: Media sosial kini menjadi kanal utama keluhan publik terhadap layanan kesehatan, namun belum tersedia instrumen yang memadai untuk membedakan respons institusi yang terlihat dialogis dari yang benar-benar dialogis, khususnya pada konteks Instagram berbahasa Indonesia. Tujuan: Penelitian ini menganalisis kualitas komunikasi dialogis respons BPJS Kesehatan terhadap keluhan pengguna di Instagram, mengidentifikasi pola respons dominan, dan faktor sistemis pembentuknya. Metode: Menggunakan pendekatan kualitatif dengan desain studi kasus intrinsik di Kota Batam, data dikumpulkan melalui wawancara mendalam terhadap delapan informan (tim humas dan pengguna aktif) dan dianalisis melalui reflexive thematic analysis serta pengkodean tipologis deduktif berbasis empat kriteria etis. Hasil penelitian: Hasil menunjukkan pola monologis, dialogis semu, dan dialogis autentik hadir bersamaan, dengan dialogis semu (respons yang tampak empatik namun tidak menyelesaikan substansi masalah) paling dominan. Kesimpulan: Kualitas dialogis bersifat kontekstual dan fluktuatif, ditentukan oleh hambatan kapasitas internal dan struktural platform, sehingga perlu reposisi metrik keberhasilan komunikasi digital institusi publik dari sekadar popularitas menuju pemenuhan kriteria etis substantif.
Transformasi Fungsi Kritik Digital dalam Narasi Satire Kemacetan Kopo di Instagram Nenny Lisbeth Minarno; Astri Wulandari; Roro Retno Wulan
Communicology: Jurnal Ilmu Komunikasi Vol. 14 No. 1 (2026): Communicology: Jurnal Ilmu Komunikasi, Volume 14 No. 1 Juli 2026
Publisher : Sarjana Terapan Prodi Humas dan Komunikasi Digital Fakultas Ilmu Sosial Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/COMM.036.05

Abstract

ABSTRACT Introduction: Traffic congestion in the Kopo area is an urban structural problem that has become a collective social experience among Bandung residents. However, previous studies generally separate transportation, social media, and digital satire perspectives, leaving the transformation of urban criticism into symbolic criticism in digital spaces insufficiently explained. Objective: This study analyzes the representation of Kopo traffic congestion through satirical narratives on Instagram and explains the emergence of digital criticism in user interactions. Method: A qualitative approach using Qualitative Content Analysis (QCA) examined the Instagram account @avin.anggara_. Visual content, captions, and comments from five posts with relatively high engangement were collected through digital observation and documentation. Data were analyzed using NVivo 15 based on Stuart Hall's representation theory and Mikhail Bakhtin's satire theory. Results: The findings conclude that congestion is represented through impact, physical, and myth dimensions and transformed into satirical narratives of irony, humor, and hyperbole, fostering digital criticism and collective social awareness. Conclusion: The representation of Kopo’s traffic jam through digital satire shows that social media not only reproduces people’s experiences of urban issues, but also transformas them into symbolic critiques that strengthen collective social consciousness and public reflection spaces.  ABSTRAK Pendahuluan: Kemacetan lalu lintas di kawasan Kopo merupakan persoalan struktural perkotaan yang berkembang menjadi pengalaman sosial kolektif masyarakat Bandung. Namun, penelitian terdahulu umumnya memisahkan perspektif transportasi, media sosial, dan satire digital sehingga transformasi kritik terhadap persoalan urban menjadi kritik simbolik dalam ruang digital belum dijelaskan secara memadai. Tujuan: Penelitian ini bertujuan menganalisis representasi kemacetan Kopo melalui narasi satire di Instagram dan menjelaskan kemunculan kritik digital dalam interaksi pengguna. Metode: Penelitian menggunakan pendekatan kualitatif dengan metode Qualitative Content Analysis (QCA) pada akun Instagram @avin.anggara_. Data berupa konten visual, caption, dan komentar dari lima unggahan dengan tingkat engangement relatif tinggi dikumpulkan melalui observasi dan dokumentasi digital. Analisis dilakukan menggunakan NVivo 15 dengan landasan teori representasi Stuart Hall dan teori satire Mikhail Bakhtin. Hasil penelitian: penelitian ini menemukan bahwa kemacetan direpresentasikan melalui dimensi dampak, fisik, dan mitos yang ditransformasikan menjadi narasi satire berbasis ironi, humor, dan hiperbola sehingga memicu kritik digital dan kesadaran sosial kolektif. Kesimpulan: Representasi kemacetan Kopo melalui satire digital menunjukkan bahwa media sosial tidak hanya mereproduksi pengalaman masyarakat terhadap persoalan perkotaan, tetapi juga mentransformasikannya menjadi kritik simbolik yang memperkuat kesadaran sosial kolektif dan ruang refleksi publik.
Public Speaking and Storytelling as Strategic Communication Competencies in Student Academic Competitions Aditya Gilang Rumpaka
Communicology: Jurnal Ilmu Komunikasi Vol. 14 No. 1 (2026): Communicology: Jurnal Ilmu Komunikasi, Volume 14 No. 1 Juli 2026
Publisher : Sarjana Terapan Prodi Humas dan Komunikasi Digital Fakultas Ilmu Sosial Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/COMM.036.08

Abstract

The advancement of higher education in the contemporary era places students under a dual demand: to achieve academic excellence while simultaneously possessing communication competencies that actively support their performance in competitive events. This study examines the role of public speaking and storytelling in enhancing student performance in prestigious competitions, particularly the Outstanding Student Selection (Mawapres) and the Campus Ambassador program. A qualitative descriptive approach with a case study design was employed, and data were gathered through in-depth interviews with four purposively selected informants who had direct experience in such competitions. This study is conceptually grounded in the Narrative Transportation Theory (Green & Brock, 2000) and the Deliberate Practice Theory (Ericsson et al., 1993), which serve as the primary theoretical foundations for the research. Data analysis followed the Miles, Huberman, and Saldaña interactive model, encompassing data reduction, data display, and conclusion drawing. The findings reveal that public speaking reinforces structured, confident, and persuasive message delivery, while storytelling functions as a strategic communication instrument that cultivates emotional connection and sustains audience engagement. Both competencies operate synergistically: public speaking establishes the structural foundation, whereas storytelling amplifies impact and enhances message memorability. Students who had mastered both skills consistently demonstrated superior performance during jury presentations and selection processes. This study contributes theoretically to communication science by asserting that public speaking and storytelling are not merely technical skills but strategic communicative tools that directly shape academic achievement outcomes. Practically, the findings offer a foundation for designing integrated communication training programs within university student development units.

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