Strategi Komunikasi Publik Diskominfo Kota Medan Dalam Membangun Literasi Digital Guna Mencegah Penyebaran Hoaks Di Kalangan Masyarakat

Abstract

The rapid development of information technology brings both positive and negative impacts on society, one of which is the widespread circulation of hoaxes in digital spaces that has the potential to cause social unrest. This study aims to identify and analyze the public communication strategy of the Communication and Informatics Office (Diskominfo) of Medan City in building digital literacy to prevent the spread of hoaxes among the community, as well as to identify the supporting and inhibiting factors in its implementation. This study employs a qualitative method with a descriptive approach. Data were obtained through in-depth interviews with key informants, main informants, and supporting informants, as well as through observation and documentation. The analysis of the communication strategy is based on Arifin's (1994) communication strategy theory, which covers the stages of planning, implementation, and evaluation, as well as Harold Lasswell's (1948) communication theory. The results show that at the planning stage, Diskominfo Medan City develops educational content through the “Ruang Informasi” (Information Space) segment, with audience segmentation based on age groups. At the implementation stage, the strategy is carried out through routine content production, media monitoring, cross-sector collaboration through podcasts, the use of multiple social media platforms, and face-to-face outreach. At the evaluation stage, program achievements are measured through social media Insight statistics, although this has not yet been supported by formal research on the program's effectiveness in changing community behavior. Supporting factors include routine content programs, cross-sector collaboration, the use of various social media channels, and a reputation for information transparency. Meanwhile, inhibiting factors include limited budget, limited local authority in handling artificial intelligence (AI)-based hoaxes, the lack of evaluation-based research, and the low exposure of some community members to digital literacy campaigns. This study concludes that Diskominfo Medan City's public communication strategy has been implemented systematically, yet it still requires strengthening in terms of budget allocation, research-based evaluation, and broader outreach coverage in order to achieve the goal of preventing the spread of hoaxes more optimally.