Analisis Computer-Mediated Communication (CMC) pada Sosialisasi Daring dan Hybrida di Direktorat Jenderal Bea dan Cukai

(An Analysis of Computer-Mediated Communication (CMC) in the Implementation of Online and Hybrid Socialization Programs at The Directorate General of Customs And Excise)

Authors

  • Fiqi Aulia Ramadhan Mawardi Institut Ilmu Sosial dan Manajemen STIAMI image/svg+xml
  • Rd. Dancu Lokita Pramesti Dewi Institut Ilmu Sosial dan Manajemen STIAMI image/svg+xml
  • Dhani Salman Institut Ilmu Sosial dan Manajemen STIAMI image/svg+xml
  • Usman Institut Ilmu Sosial dan Manajemen STIAMI image/svg+xml

Keywords:

Computer-Mediated; Communication; Digital Socialization; Media Richness Theory; Media Naturalness Theory; Government Public Relations;

Abstract

The transformation of public communication toward online and hybrid formats at the Directorate General of Customs and Excise (DJBC) faces resource asymmetry: highly equivocal customs material is delivered through instruments below broadcasting standards (improper media equipment). This study analyses DJBC's digital communication adaptation, constraints, and strategic solutions through a Computer-Mediated Communication (CMC) approach, using Media Richness Theory (MRT) and Media Naturalness Theory (MNT) as the analytical lens. This descriptive qualitative study collected data through observation, interviews, and documentation studies. The findings are threefold. First, viewed through MRT and MNT, DJBC's adaptation is oriented more toward accessibility than media richness or communication naturalness, so its permanent institutionalization through Ministerial Decree Number 342 of 2025 and Circular Letter SE-15/BC/2025 proceeds as an efficiency illusion. Second, equipment limitations generate mechanical noise that strips away multiple cues and destroys communication naturalness, causing the video-conferencing platform to transmit at the level of lean media and audiences to bear decoding barriers. Third, the required mitigation is strengthening interactive synchronous communication tactically and institutionalizing a high-end digital broadcasting standard operating procedure strategically.

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Published

2026-02-28

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Vol. 1 No. 1: Februari 2026

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