Digital Public Relations Analysis: The Use of Influencers in Socializing The Positive Narrative of Free Nutritious Meals on Social Media

Abstrak

The evolution of Web 2.0 has transformed government communication from conventional top-down announcements into dynamic, interactive digital spaces. This study aims to analyze the strategic implementation of digital public relations by examining the use of social media influencers to socialize the positive narrative of the "Free Nutritious Meals" (Makan Bergizi Gratis) program. In the hyper-connected era, institutional transparency and public trust are highly dependent on how massive social policies are framed amidst digital noise and political polarization. A qualitative content analysis combined with digital ethnography was deployed to observe narrative construction, audience engagement metrics, and sentiment trends across major social media platforms. The empirical findings reveal that influencers act as crucial cultural mediators who translate complex bureaucratic policy criteria into relatable, authentic everyday language. This strategy significantly elevates public policy awareness and fosters high engagement among younger demographics. However, the study identifies a structural challenge regarding narrative saturation and algorithmic skepticism, where audiences occasionally question the authenticity of highly coordinated campaigns. These results contribute significant theoretical insights to the field of political public relations and source credibility theory within digital ecosystems. Pragmatically, this study offers tactical frameworks for institutional communication officers to balance high-reach influencer partnerships with long-term narrative authenticity and policy accountability to ensure sustainable citizen support.