Skripsi

ANALISIS STRATEGI KOMUNIKASI SEKOLAH DALAM MEMBANGUN CITRA POSITIF MELALUI MEDIA SOSIAL GRUP FACEBOOK (STUDI PADA SD NEGERI 146 PALEMBANG)

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The study titled "Analysis of School Communication Strategies in Building a Positive Image Through Facebook Group Social Media (Case at SD Negeri 146 Palembang)" aims to examine the communication strategies implemented by SD Negeri 146 Palembang in developing a positive image through the use of Facebook groups as a medium for information dissemination and public interaction. This research employs a qualitative approach with a descriptive case, with data collected through in-depth interviews, observation, and documentation. The main theoretical foundation refers to Onong Uchjana Effendy’s Communication Strategy Theory, which includes message planning, media selection, communication targets, and the role of communicators, supported by Frank Jefkins’ Image Theory consisting of shadow image, current image, desired image, corporate image, and multiple image. The findings indicate that the Facebook group is utilized for publishing school activities, student achievements, and academic information in order to build public trust. The strategy is implemented through informative and persuasive content presentation, the use of communicative language, and active interaction between administrators, teachers, and parents. This implementation contributes to the increase in student enrollment, parental participation, and improvements in facilities as well as school accreditation. Therefore, this research can serve as a reference for other educational institutions in strengthening school image through digital communication strategies.

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Detail Information

Series Title

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Call Number

T1915222025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2025

Collation

xvii, 82 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

659.207

Content Type

Text

Media Type

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Carrier Type

-

Edition

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Subject(s)

Hubungan Masyarakat
Prodi Ilmu Komunikasi

Specific Detail Info

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Statement of Responsibility

TUTI

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