Strategi Komunikasi Desa Punggul Dalam Mempertahankan Citra Desa Digital

Abstrak

Punggul Village was the first village to be crowned by the Badung district of Bali as a digital village in 2019, and received the "Digital Village" title as well as being the first proponent of a Digital Village in Badung Regency. Along with the digital village image that Punggul Village has, many villages in Indonesia are starting to adopt a digital village image, in Bali itself there are several villages that are starting to adopt a digital village image. The aim of this research is to describe the communication strategies used by Punggul Village in maintaining a digital village image. The method used in this research is descriptive qualitative using a post-positivism paradigm approach. Based on data obtained from interviews and documentation, Punggul Village maintains a digital village image in accordance with communication strategies through several aspects such as using social media, conducting live streaming, listening to village needs and then packaging them digitally, and the way the village head represents them in conveying socialization. as well as presentation of material at special events to other villages. Meanwhile, based on communication strategy theory, Punggul Village has succeeded in maintaining its digital village image through four important elements of the Laswell formula, specifically knowing the audience, compiling messages, determining methods, selecting and using media.