ANALYSIS OF THE PRABOWO–GIBRAN CABINET’S COMMUNICATION STRATEGY FROM THE PERSPECTIVE OF FREDERICK TAYLOR’S AND MAX WEBER’S CLASSICAL THEORIES
DOI:
https://doi.org/10.70489/qxxhyv27Keywords:
Communication Strategy, Prabowo–Gibran Cabinet, Frederick Taylor’s Scientific Management, Max Weber’s Bureaucracy, Communication BureaucracyAbstract
Penelitian ini menelaah strategi komunikasi yang diterapkan oleh Kabinet Prabowo–Gibran setelah pelantikan pada tahun 2024, melalui pendekatan kualitatif dan analisis teoritis berdasarkan prinsip-prinsip manajemen klasik: Frederick Taylor (Manajemen Ilmiah) dan Max Weber (Birokrasi). Data dikumpulkan dari dokumen-dokumen resmi staf komunikasi kementerian, jurnalis politik, pengamat kebijakan publik, analisis wacana pidato resmi, serta studi dokumenter dan studi observasi terhadap kebijakan komunikasi publik kabinet dan liputan media massa dan media sosial antara Oktober 2024-September 2025. Temuan utama menunjukkan: (1) kabinet memadukan strategi citra personal (leader branding) dengan teknik manajerial yang menonjolkan efisiensi dan disiplin organisasi; (2) penggunaan media sosial dan aksi simbolik (retret militer, penampilan seragam) berfungsi sebagai alat pembentukan narasi legitimasi; (3) struktur komunikasi internal sangat dipengaruhi oleh logika birokratis Weberian namun diberi sentuhan tayloristik dalam penekanan standar operasional dan pengukuran kinerja kampanye publik; (4) ketegangan antara kebutuhan kontrol birokratis dan kebutuhan komunikasi publik yang luwes menciptakan potensi disonansi narasi yang perlu dikelola
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Copyright (c) 2025 Regina Sesilia br Ginting, Rifa Aulia Putri, Vyola Greacesya Nasution, Wanda Marhamah Daulay, Feni Khairifah (Author)
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