MANAJEMEN KONFLIK DAN KOMUNIKASI PEMERINTAH: MERESPON POLARISASI NETIZEN TERHADAP KEBIJAKAN KONTROVERSIAL DI MEDIA SOSIAL

Abstract

The rapid development of information technology and social media has transformed the public sphere into a dynamic arena of discourse. However, it has also significantly increased the potential for the rapid escalation of both horizontal and vertical conflicts. Government policies perceived as controversial or inadequately socialized are often met with sharp opinion polarization among netizens. This process is further intensified by the algorithmic architecture of digital platforms and the phenomenon of emotional hijacking. This scientific article comprehensively examines the urgency of recalibrating and deconstructing government conflict management strategies and crisis communication approaches in order to mitigate such digital polarization. Through an interdisciplinary analytical review approach and the synthesis of case studies involving policy controversies at both national and local levels, this study employs the Situational Crisis Communication Theory (SCCT) as the primary analytical framework. The findings indicate that purely legalistic-repressive approaches and defensive public relations communication styles (such as denial strategies) are no longer effective. Instead, these approaches tend to exacerbate affective polarization and undermine the legitimacy of state institutions. Conversely, government institutions are required to maintain clarity of messaging, optimize two-way communication mechanisms, and continuously monitor public aspirations to reduce the spread of misinformation in the digital public sphere. In conclusion, this article calls for the adoption of a Digital Crisis Governance paradigm grounded in the implementation of adaptive, transparent, and participatory communication strategies to effectively manage conflicts and crises in the digital era.