EFFECTIVENESS OF PUBLIC POLICY SOCIALIZATION BY BANDUNG CITY GOVERNMENT THROUGH INSTAGRAM SOCIAL MEDIA

Abstract

The purpose of this study was to determine and analyze the effectiveness of public policy socialization carried out by the Bandung City Government through Instagram social media. The method used in this study is descriptive with a qualitative approach. The results obtained in this study are that the use of Instagram social media by the Bandung City Government has become a fairly effective means of public policy socialization in reaching the wider community, but its effectiveness is still limited to delivering information in one direction. The communication strategy used has not been fully able to encourage active involvement and in-depth understanding of the community regarding the contents of the policies conveyed. The low level of interaction, as well as the minimal public participation in interactive features, indicate that the approach used needs to be adjusted to the characteristics of participatory social media. Therefore, in the future, it is necessary to develop a more creative, educational, and dialogical digital communication strategy, so that social media is not only a tool for disseminating information, but also a space for public involvement that encourages participation and trust in government policies.