GOVERNMENT COMMUNICATION ON TIKTOK AND PUBLIC ENGAGEMENT: EXAMINING DIGITAL GOVERNANCE STRATEGIES IN INDONESIA
Keywords:
Government Communication, TikTok, Digital Governance, Public Engagement, Social Media CommunicationAbstract
The rapid growth of social media platforms has transformed the way governments communicate with citizens. Among emerging platforms, TikTok has gained significant attention as a communication tool due to its short-form video format and high user engagement. This study aims to examine how government communication on TikTok contributes to public engagement in governance in Indonesia. The research employed a qualitative approach using semi-structured interviews and content analysis of government TikTok accounts to explore how citizens interact with government communication on this platform. The findings indicate that TikTok enables government institutions to deliver public information in a more engaging and accessible format, particularly for younger audiences. The platform also facilitates interactive communication through comments, likes, and content sharing, which can enhance citizen participation in governance discussions. However, the effectiveness of TikTok communication depends on factors such as content clarity, responsiveness of government institutions, and citizens’ digital literacy. The study also identifies several challenges related to balancing informative communication with entertainment-oriented content and ensuring inclusive access to digital platforms. The findings suggest that governments should develop strategic communication approaches when using TikTok to promote transparency, improve public engagement, and strengthen digital governance practices.
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