Communication Strategy Of The Village Head In Improving The Positive Image Of The Village Government Of Gunung Tua Tonga, Padang Bolak District, North Padang Lawas Regency
Abstract
This study aims to analyze the communication strategy of the Village Head in improving the positive image of the village government of Gunung Tua Tonga, Padang Bolak District, North Padang Lawas Regency, as well as to identify the obstacles faced in implementing the communication strategy. This research uses a qualitative approach with a descriptive method. Data collection techniques were carried out through observation, in-depth interviews, and documentation with informants consisting of the village head, village officials, the Village Consultative Body (BPD), and the community. The data analysis technique uses an interactive model which includes data reduction, data presentation, and conclusion drawing, as well as testing the validity of the data through source triangulation.
The results of the study show that the communication strategies implemented by the Village Head of Gunung Tua Tonga include the use of print media such as leaflets and invitations, the utilization of social media such as WhatsApp Groups, and direct communication through regular meetings and community activities. In addition, collaboration with the BPD and village officials is also an important part in conveying information to the community. These communication strategies have proven to be able to improve the positive image of the village government through information transparency, persuasive communication, and community involvement. However, in its implementation, there are several obstacles, such as differences in community perceptions, limited understanding, and the potential for miscommunication. To overcome these obstacles, the village head applies a dialogical approach, mediation, and increases the intensity of direct communication with the community. Based on Leadership Communication Theory and Image Formation Theory, it can be concluded that the success of building a positive image is highly influenced by the effectiveness of communication carried out by the leader.
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