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)
Kata Kunci:
Dimediasi Komputer; Komunikasi; Sosialisasi Digital; Teori Kekayaan Media; Teori Kealamian Media; Humas Pemerintah;Abstrak
Transformasi komunikasi publik menuju format daring dan hibrida di Direktorat Jenderal Bea dan Cukai (DJBC) menghadapi asimetri sumber daya: materi kepabeanan berekuivokalitas tinggi disampaikan melalui instrumen di bawah standar penyiaran (improper media equipment). Penelitian ini menganalisis proses adaptasi, kendala, dan solusi strategis komunikasi digital di DJBC melalui pendekatan Computer-Mediated Communication (CMC), dengan Media Richness Theory (MRT) dan Media Naturalness Theory (MNT) sebagai lensa analisis. Penelitian kualitatif deskriptif ini menghimpun data melalui observasi, wawancara, dan studi dokumentasi. Hasil penelitian menunjukkan tiga temuan. Pertama, ditinjau melalui MRT dan MNT, adaptasi DJBC lebih berorientasi pada aksesibilitas ketimbang kekayaan media dan naturalitas komunikasi, sehingga pelembagaan permanennya melalui KMK Nomor 342 Tahun 2025 dan SE-15/BC/2025 berlangsung sebagai ilusi efisiensi. Kedua, keterbatasan perangkat memicu gangguan mekanis yang melucuti kekayaan isyarat dan menghancurkan naturalitas komunikasi, sehingga platform konferensi video bertransmisi setara media miskin dan audiens menanggung hambatan dekoding. Ketiga, mitigasi yang dibutuhkan berupa penguatan komunikasi sinkron interaktif pada tataran taktis serta standar operasional prosedur penyiaran digital berperangkat high-end pada tataran strategis.
Referensi
Bailenson, J. N. (2021). Nonverbal overload: A theoretical argument for the causes of Zoom fatigue. Technology, Mind, and Behavior, 2(1). https://doi.org/10.1037/tmb0000030
Beyea, D., Lim, C., Lover, A., Foxman, M., Ratan, R., & Leith, A. P. (2025). Zoom fatigue in review: A meta-analytical examination of videoconferencing fatigue's antecedents. Computers in Human Behavior Reports, 17, 100571. https://doi.org/10.1016/j.chbr.2024.100571
Daft, R. L., & Lengel, R. H. (1986). Organizational information requirements, media richness and structural design. Management Science, 32(5), 554–571. https://doi.org/10.1287/mnsc.32.5.554
Detyna, M., Sanchez-Pizani, R., Giampietro, V., Dommett, E. J., & Dyer, K. (2023). Hybrid flexible (HyFlex) teaching and learning: Climbing the mountain of implementation challenges for synchronous online and face-to-face seminars during a pandemic. Learning Environments Research, 26(1), 145–159. https://doi.org/10.1007/s10984-022-09408-y
Direktorat Jenderal Bea dan Cukai. (2025). Surat Edaran Direktur Jenderal Bea dan Cukai Nomor SE-15/BC/2025 tentang Pedoman Pemberian Informasi dan Layanan Informasi.
Döring, N., De Moor, K., Fiedler, M., Schoenenberg, K., & Raake, A. (2022). Videoconference fatigue: A conceptual analysis. International Journal of Environmental Research and Public Health, 19(4), 2061. https://doi.org/10.3390/ijerph19042061
Fatah, M., & Ngamal, Y. (2025). Digital paradox in Indonesia's govtech transformation. Communicator: Journal of Communication, 2(2), 110–127. https://doi.org/10.59373/comm.v2i2.171
Fauville, G., Luo, M., Queiroz, A. C. M., Lee, A., Bailenson, J. N., & Hancock, J. (2023). Video-conferencing usage dynamics and nonverbal mechanisms exacerbate Zoom fatigue, particularly for women. Computers in Human Behavior Reports, 10, 100271.
Flew, T. (2014). New media: An introduction (Ed. ke-4). Oxford University Press.
Hirschmann, F., Neumayr, T., Schönböck, J., Kovacs, C., & Augstein, M. (2025). Concept, challenges, and requirements of hybrid collaboration spaces: A systematic literature review. International Journal of Human-Computer Interaction. https://doi.org/10.1080/10447318.2025.2532713
Karl, K. A., Peluchette, J. V., & Aghakhani, N. (2022). Virtual work meetings during the COVID-19 pandemic: The good, bad, and ugly. Small Group Research, 53(3), 343–365. https://doi.org/10.1177/10464964211015286
Kementerian Keuangan Republik Indonesia. (2025). Keputusan Menteri Keuangan Nomor 342 Tahun 2025 tentang Pedoman Pengelolaan Komunikasi Kementerian Keuangan.
Kock, N. (2004). The psychobiological model: Towards a new theory of computer-mediated communication based on Darwinian evolution. Organization Science, 15(3), 327–348. https://doi.org/10.1287/orsc.1040.0071
Kraus, S., Jones, P., Kailer, N., Weinmann, A., Chaparro-Banegas, N., & Roig-Tierno, N. (2021). Digital transformation: An overview of the current state of the art of research. SAGE Open, 11(3). https://doi.org/10.1177/21582440211047576
Li, B. J., Zhang, H., & Montag, C. (2024). Too much to process? Exploring the relationships between communication and information overload and videoconference fatigue. PLOS ONE, 19(12), e0312376. https://doi.org/10.1371/journal.pone.0312376
Lim, C., Leith, A. P., Ratan, R., & Bouzek, D. (2025). Meeting needs: How social interaction anxiety, Zoom fatigue, relatedness, and demographics predict virtual meeting feature preferences. Computers in Human Behavior Reports, 18, 100673. https://doi.org/10.1016/j.chbr.2025.100673
Ma, Y., Ren, J., Qiu, Y., Liu, Y., & Wang, L. (2025). A cross-sectional survey of videoconferencing fatigue and its influencing factors during COVID-19 in the Chinese population. Scientific Reports, 15, 19043. https://doi.org/10.1038/s41598-025-04157-3
Miles, M. B., & Huberman, A. M. (2014). Analisis data kualitatif: Buku sumber tentang metode-metode baru. UI-Press.
Mirawati, I., Rahmawan, D., & Sharipudin, M.-N. S. (2025). A media richness theory-based analysis of students' communication experience in AI-assisted consultation. Mediator: Jurnal Komunikasi, 18(1), 45–57. https://doi.org/10.29313/mediator.v18i1.6816
Nabila, A., & Djunaidi, Z. (2023). Faktor-faktor yang berhubungan dengan Zoom fatigue pada pekerja. Jurnal Kesehatan Tambusai, 4(2). https://doi.org/10.31004/jkt.v4i2.16049
Nurfalah, F., Nuruzzaman, M., Khumayah, S., & Irawan, N. (2026). Digital communication strategy for government public relations in Indonesia and Thailand. International Journal of Communication and Public Relation, 11(1), 1–16. https://doi.org/10.47604/ijcpr.3595
Pebriyanto, Jumanah, & Sutoto. (2024). Analisis implementasi e-participation dalam kebijakan publik di Indonesia berdasarkan literature review. Populis: Jurnal Sosial dan Humaniora, 9(1).
Rahmania, P., Dewi, R. S., Sarmiati, S., & Sari, Y. R. (2023). Analisis kekayaan media pada website Dinas Kebudayaan Provinsi Sumatera Barat. JSHP: Jurnal Sosial Humaniora dan Pendidikan, 7(2), 203–210. https://doi.org/10.32487/jshp.v7i2.1686
Riedl, R. (2022). On the stress potential of videoconferencing: Definition and root causes of Zoom fatigue. Electronic Markets, 32(1), 153–177. https://doi.org/10.1007/s12525-021-00501-3
Shannon, C. E., & Weaver, W. (1949). The mathematical theory of communication. University of Illinois Press.
Yin, R. K. (2018). Case study research and applications: Design and methods. SAGE Publication.
