MEMBANGUN CITRA PARLEMEN DI RUANG PUBLIK DIGITAL: PRAKTIK HUMAS SETJEN DPR-RI MELALUI INSTAGRAM @edukasiparlemen

Abstract

This study examines how the Secretariat General of the Indonesian House of Representatives (Setjen DPR RI) builds the Parliament’s institutional image in the digital public sphere through Instagram @edukasiparlemen. Amid increased public scrutiny and rapid platform-based information flows, government public relations must move beyond one-way dissemination toward relationship-oriented communication. Drawing on the two-way symmetrical public relations model, this research aims to explain how dialogic practices, feedback, and strategic content management are applied to support image building in a high-risk political communication environment. Methodologically, the study adopts a constructivist paradigm with a qualitative descriptive approach. Data were collected through in-depth interviews with key internal informants and supporting informants (including followers), complemented by observation of account activities and documentation of content and engagement indicators. Data analysis followed an interactive qualitative model (data collection, reduction, display, and conclusion drawing), supported by triangulation and member checking to strengthen trustworthiness. Findings indicate that @edukasiparlemen positions itself as an educational and youth-oriented channel, emphasizing visual storytelling, human-interest framing, and “information reduction” to simplify complex parliamentary issues. Content production operates within bureaucratic caution and approval routines, which helps manage reputational risk but can limit responsiveness. Interaction is present through selective replies and audience engagement, suggesting a partial shift toward dialogic communication rather than purely informational posting. The study highlights the novelty of mapping how a thematic government Instagram account balances civic education, institutional constraints, and two-way communication to strengthen perceived openness and proximity of the Parliament in the digital public sphere.