KOMUNIKASI BENCANA OLEH AGENSI KERAJAAN: STRATEGI PENYAMPAIAN MELALUI MEDIA SOSIAL
DISASTER COMMUNICATION BY GOVERNMENT AGENCIES: DISSEMINATION STRATEGIES THROUGH SOCIAL MEDIA
DOI:
https://doi.org/10.35631/IJLGC.1145058Keywords:
Agensi Kerajaan (Government Agencies), Komunikasi Bencana (Disaster Communication), Media Sosial (Social Media), Penyampaian Maklumat (Information Dissemination), Teori Kekayaan Media ( Media Richness Theory)Abstract
Kemajuan teknologi komunikasi dalam era digital telah mengubah secara signifikan kaedah agensi kerajaan menyampaikan maklumat semasa bencana, dengan media sosial muncul sebagai saluran utama bagi penglibatan awam. Walaupun perkembangan ini membawa banyak manfaat, masih wujud cabaran berterusan seperti kelewatan penyampaian mesej, ketidakselarasan maklumat, dan kekurangan interaktiviti yang terus menjejaskan keberkesanan komunikasi rasmi. Kajian ini meneliti strategi komunikasi bencana yang digunakan oleh lima agensi kerajaan di Malaysia melalui media sosial dengan menggunakan Teori Kekayaan Media (Media Richness Theory, MRT) sebagai kerangka panduan. Pendekatan kajian kes kualitatif telah digunakan, melibatkan temu bual separa berstruktur bersama wakil daripada Agensi Pengurusan Bencana Negara (NADMA), Jabatan Penerangan Malaysia (JaPen), Jabatan Meteorologi Malaysia (MET Malaysia), Jabatan Kerja Raya (JKR), dan Jabatan Pengairan dan Saliran (JPS). Analisis tematik mengenal pasti tiga strategi utama: (1) penyesuaian kandungan berdasarkan situasi dan sumber, (2) komunikasi dua hala yang responsif, dan (3) penilaian keberkesanan komunikasi melalui metrik penglibatan digital dan ulasan pasca bencana. Dapatan kajian menegaskan bahawa penggunaan strategik media sosial yang sejajar dengan prinsip kekayaan media dapat meningkatkan kejelasan mesej, kredibiliti organisasi, dan keupayaan respons masa nyata dalam komunikasi bencana. Kajian ini menyumbang kepada peluasan aplikasi MRT dalam konteks komunikasi digital sektor awam, di samping menawarkan pandangan teori dan cadangan praktikal bagi memperkukuh dasar komunikasi risiko di Malaysia.
The advancement of communication technology in the digital era has significantly transformed the way government agencies disseminate information during disasters, with social media emerging as a primary channel for public engagement. While these developments bring numerous benefits, persistent challenges remain—such as delays in message delivery, inconsistency of information, and a lack of interactivity—that continue to undermine the effectiveness of official communication. This study examines the disaster communication strategies employed by five government agencies in Malaysia through social media, using Media Richness Theory (MRT) as its guiding framework. A qualitative case study approach was adopted, involving semi-structured interviews with representatives from the National Disaster Management Agency (NADMA), the Department of Information Malaysia (JaPen), the Malaysian Meteorological Department (MET Malaysia), the Public Works Department (JKR), and the Department of Irrigation and Drainage (JPS). Thematic analysis identified three main strategies: (1) content adaptation based on situation and resources, (2) responsive two-way communication, and (3) evaluation of communication effectiveness through digital engagement metrics and post-disaster reviews. The findings emphasise that the strategic use of social media aligned with the principles of media richness can enhance message clarity, organisational credibility, and real-time response capability in disaster communication. This study contributes to expanding the application of MRT within the context of public sector digital communication, while offering theoretical insights and practical recommendations for strengthening risk communication policy in Malaysia.
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