Published date: Oct 30 2023

Journal Title: KnE Social Sciences

Issue title: 5th Social and Humaniora Research Symposium (5th SoRes)

Pages: 212–221

DOI: 10.18502/kss.v8i18.14218

Annisa Rachmani TyaningsihEngineering Faculty, Universitas Islam Bandung, Indonesia

Maya Amalia Oesman Palapahmaya.amalia@unisba.ac.idCommunication Science Faculty, Universitas Islam Bandung, Indonesia

Riza HernawatiCommunication Science Faculty, Universitas Islam Bandung, Indonesia

Amira Hazari SamyahCommunication Science Faculty, Universitas Islam Bandung, Indonesia

Aldisha Putri NurmawanCommunication Science Faculty, Universitas Islam Bandung, Indonesia

The outbreak of unfiltered and uncontrollable information during the COVID-19 pandemic era has given rise to the phenomenon known as the ”infodemic.” This phenomenon has caused confusion and instilled fear among the public. The infodemic has made it challenging for people to access accurate, credible, and reliable sources of guidance, resulting in public distrust. In response, governments have taken direct action by establishing COVID-19 Task Forces at national and institutional levels. These task forces serve as the frontline in providing directions and information to the public about COVID-19. To fulfill this role, COVID-19 Task Forces in universities have made efforts to design communication strategies that can earn the trust of the community. This study aims to identify the public communication strategies employed by two universities, namely Universitas Islam Bandung (UNISBA) and Universitas Pendidikan Indonesia (UPI). The focus will be on the use of interpersonal meaning in delivering the message. The research utilizes a qualitative method with a case study approach. Data collection techniques involve in-depth observation interviews, literature review/documentation, and focus group discussions (FGDs). The data analysis employs interpersonal meaning analysis based on Halliday’s framework. The results reveal that each university adopts a distinct interpersonal meaning as their public communication strategy to portray their institutional image.

Keywords: Covid-19 task force, interpersonal meaning, public communication strategy

[1] 2017 Hafied Cangara. “Perencanaan dan strategi komunikasi.” 2017.

[2] Wijaya IS. “Perencanaan dan strategi komunikasi dalam kegiatan pembangunan.” 18(1): 53–61.

[3] Brannan T. “Integrated market communication.” 2005.

[4] S.M. Cutlip, A. H. Center, G.M. Broom. “Effective Publik Relations. Effective Publik Realtions, IX Edition.” Prentice Hall: Madison.2007.

[5] D. A. Ambarawati, and I. M. W. Darma, “Strategi Komunikasi Satgas Covid-19 Dalam Penatahan.” Kaibon Abhinaya: Jurnal Pengabdian Masyarakat. Vol.3, No. 2. 2021.

[6] Muhammad A. Komunikasi Organisasi. 2008.

[7] Halliday MAK. An introduction to functional grammar. London: Edward Arnold; 1994.

[8] Eggins S. An Introduction to Systemic Functional Linguistics. London: Pinter Publishers Ltd.; 1994.

[9] Eggins S. An Introduction to Systemic Functional Grammar. London: Continuum; 2010.

[10] Martin CJR, Matthiessen CM, Painter. Working with Functional Grammar. London: Arnold., Work. with Funct. Grammar. London: Arnold; 1997.

[11] Linda Gerot PW. Making sense of functional grammar. 1994.