Exploring the Use of Social Media as a Channel for Political Communication and Public Grievances by Local Governments

Abstract

This study aims to explore the strategies employed by the Serang Regency Government in utilizing social media as both a channel for political communication and a platform for public grievances. A qualitative descriptive research method was applied, utilizing a case study approach focused on the Serang Regency Office of Communication, Informatics, Encryption, and Statistics (Diskominfosatik). Data were collected through digital observation of the official Instagram account @kabupaten.serang in-depth interviews with public communication managers and community representatives, and an analysis of local policy documentation. The findings indicate that social media is effectively used as an instrument for political communication, expanding the reach of policy dissemination, enhancing transparency regarding development information, and fostering a positive image of the local government. However, its utility as a channel for public grievances remains suboptimal and faces an ambivalent situation; digital interaction is still dominated by an asymmetrical, one-way (top-down) communication model. Furthermore, the resolution of citizen complaints particularly those concerning infrastructure and basic services encounters significant structural obstacles. These include strong sectoral ego among technical regional government agencies (OPD), limited human resource capacity for crisis communication management, and the absence of a cross-sectoral Standard Operating Procedure (SOP) for integrating digital complaints. The study concludes that while cyber technology successfully bridges the communication gap, this must be balanced with an internal bureaucratic cultural reform fostering an agile and responsive environment—to achieve interactive and accountable local governance.