Communication Model for Preventing Sexual Violence against Children and Women through Digital Media 36 26
DOI:
https://doi.org/10.26623/themessenger.v18i1.13028Keywords:
Digital Communication Model, Sexual Violence Prevention, Social Ecology, Women and ChildrenAbstract
Purpose: This study identifies the communication model used by the Tangerang City DP3AP2KB (Division of Women and Children's Empowerment) to prevent sexual violence against women and children and develops a model suitable for digital media. The study focuses on the agency's website, YouTube, Instagram, and WhatsApp.
Methods: A qualitative method with a case study approach. Data were collected through in-depth interviews with the officials of the DP3AP2KB who are responsible for prevention, for the protection of women and children. The digital media of the agency and the prevention programmes were also observed. Tangerang City was selected because its population is dense, and highly connected to the internet.
Findings: Digital media were used mainly for activity information, with little prevention content. Only the website, Instagram, YouTube, and WhatsApp were operated, and a linear, one-way model was applied. Limited staff, skills, and budget were the main obstacles. Accordingly, a circular model was formulated in which interpersonal, group, and digital communication are combined in one flow of planning, production, distribution, feedback, and evaluation.
Originality: The novelty lies in the theoretical contribution. Prevention communication is reformulated from a linear transmission model into a circular communication-management model for a local government agency. Whereas existing interactive and computer-mediated models treat digital media only as channels, digital communication is here placed inside institutional programme planning and closed by feedback and evaluation, so that it is theorised as a governance mechanism, not a campaign tool. The social ecology perspective is thereby extended into a public agency's digital environment.
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