International Journal of Social Science Research (IJSSR) eISSN: 2710-6276 | Vol. 4 No. 4 [December 2022]
Journal website: http://myjms.mohe.gov.my/index.php/ijssr
VLOG EFFECTIVENESS FOR PUBLIC OFFICERS IN SOCIALIZING THE PUBLIC SERVICE
Sugihandoko1*, Ari Pradhanawati2, Agustin Rina Herawati3 and Ani Purwanti4
1 2 3 4 Doctoral Program of Public Administration, Faculty of Social and Political Sciences, Diponegoro
University, Semarang, INDONESIA
*Corresponding author: [email protected]
Article Information:
Article history:
Received date : 24 December 2022 Revised date : 20 December 2022 Accepted date : 26 December 2022 Published date : 30 December 2022
To cite this document:
Sugihandoko, S., Pradhanawati, A., Herawati, A. R., & Purwanti, A. (2022).
VLOG EFFECTIVENESS FOR
PUBLIC OFFICERS IN SOCIALIZING THE PUBLIC SERVICE. International Journal of Social Science Research, 4(4), 350-360.
Abstract: The public official has strategic authority both in the institution and policies needed by the wider community. Both of vision and mission officials will determine the success of the institution, therefore, the person concerned has to be able to manage members, fix the system and being flexible both in coordinating and negotiating with external parties. In the millennial era, public officials always adapt to IT developments, public officials able to innovate in communicating their work to the public which is manifested in providing opinions or comments related to social problems on social media routinely wisely without violating the norms and values that apply in social life the public. One of the alternative media is vlog. It is a digital media that contains individual monologues about personal opinions or experiences making it easier to socialize and translate work programs or public policies. Vloggers have to be creative in addressing policies in an entertainment way, direct and down to earth manner in content. The development of creativity and innovation which is informative about public services become simply packaged and a very important achievement program that has been planned.
Keywords: Vlog, Social-Media, Public Officials, Public Services, IT Development.
1. Introduction
The development and innovation of social media is increasing rapidly in line with technological advances in the digital world. One of them is Youtuber which is very existing to make it easier for people to get and distribute information. According to (van Dijck & Poell, 2013), social media was a media platform that focuses on the existence of users who facilitate them in activities and collaboration. Therefore, social media can be seen as an online medium (facilitator) that strengthens the relationship between users as well as a social bond. " In the conventional era, someone describes and tells his experiences through small notes or diaries. Then technology provides space through the emergence of blogs where one can share their experiences which are put into writing so that they can be read by many people. According to (Cosenza et al., 2015), stated that blog is a type of website developed and managed by individuals using online software or a very easy-to-use host platform with space for writing. The blog will feature instant online publications and invite the public to read and give feedback as a reply comment. Blogs are usually owned by individuals and are considered as online diaries where the owner can write notes into his blog which results can be read online and can be commented on directly by the reader. Blogs have various forms, not only writing, blog owners can also add videos, images, files and links to their blogs. The content on blogs varies widely including: diaries or blog owner experiences, hobbies, motivational tips, science, sports, make-up, and so on. Besides that, to become a blogger requires high creativity to always maintain the blog content so that it is actual and can be followed and understood by readers.
Today the current condition of technological developments has led to the term video blogs (vlogs) where people can no longer create blogs with writing but use videos shared on YouTube channels that can be watched by anyone, because video coverage on YouTube is spread throughout the world. Vlogging is one of the dominant forms of content on YouTube, videos that are categorized as vlogs are usually monologues recorded using a webcam and relatively simple editing techniques. Vloggers can discuss their various personal views related to politics, socio-culture, to various trivial things that happen in their daily lives (Burgess & Green, 2009).
Vlog activities can be done individually or in groups where the vlog maker talks in front of the camera, whether it is hobbies, tourist destinations, life issues, politics, sports, culinary or other actual things. Making vlogs is also very easy, you don't have to use a high-resolution camera, just a smartphone can be done. The phenomenon of vlogs has begun to spread the phenomenon of people making vlogs has resulted in a global flow of information, not only in developed countries but can be done anywhere including in Indonesia, vlogs have also begun to replace the existence of blogs and conventional mass media in disseminating information. According to (Schmittauer, 2018), stated an effective strategy to create brand awareness and trust is through video reviews. If a vlogger's opinion has been trusted by his audience, he can make a brand famous and build a loyal global community. The more rapid development of people who take advantage of the existence of vlog technology, such as public officials, artists, politicians, academics and even ordinary people who become vloggers. The development of digital media technology opens up creative potential for everyone to create content.
Based on (Vita Elysia, Ake Wihadanto, 2017) defined that a Public Official is a person who is appointed and given the task to occupy a certain position or position in a Public Agency.
Meanwhile, according to the Big Indonesian Dictionary (KBBIH) defines "official" by:
government employees who hold important positions (leadership elements), and "Public: defined as: the crowd (general). Therefore, it can be concluded that "Public Officials" are government employees who hold important positions as leaders who take care of the interests of many people.
So that a person can be said to be a "Public Official" if he meets 3 (three) requirements, namely:
(i) that he is a government employee; (ii) served as chairman; and (iii) that his job is to take care of the interests of many people. Public service is a series of activities in order to fulfill the need for services in accordance with statutory regulations for every citizen and resident for goods, services or administrative services as defined in (Presiden Republik Indonesia, 2009) concerning Public Services. Because of this, the government was formed, among other things, to promote the general welfare and the intellectual life of the nation. This means that the state is obliged to meet the needs of every citizen through a government system that supports the creation of prime public services in order to fulfill the basic needs and civil rights of every citizen for public goods, public services and administrative services.
In order to provide maximum service, to realize the effectiveness and efficiency of development and public services, public officials must be able to realize the principles of transparency, accountability, equality, professionalism, rule of law, usefulness and so on. In practice in government, the state is obliged to serve every citizen and resident to fulfill their basic rights and needs in the framework of public services, which is the mandate of the 1945 Constitution of the Republic of Indonesia. service of goods and services.
The current condition of excesses from the socio-cultural changes of the millennial era demands transparency, speed of information, creativity and innovation so that public policies and services must be easily digested and transformed attractively by the general public. Public dissatisfaction with public services is more caused by the lack of transparency in a service, not getting the right information and not having a policy socialized. The public bureaucracy should be responsive in this regard, especially public officials who will be in touch with the interests of the wider community. This is where digital spaces such as vlogs provide facilities for public services to play an active role in socializing policies, providing information, providing enlightenment and other actual public developments.
2. Research Methods
In carrying out the research, the researcher uses the descriptive-analytical literature method, because this research can be carried out without using a basic assumption or proposition, but it has begun with an outline of the thoughts and problems to be studied. (Bungin, 2011), argues that "the literature method is one of the data collection methods used in social research methodologies to trace event record data". Researchers use literature from books, magazines, journals, online literature and other valid sources related to the use of vlogs by public officials or other public figures.
3. Results and Discussion
Public services in Indonesia still have various weaknesses, according to the study form (Nuriyanto, 2016), which is formulated as follows: 1) Less responsive. This condition occurs at almost all levels of service elements, starting at the level of service officers (front line) to the level of agency responsible. Responses to various complaints, aspirations and expectations of the community are often slow or even completely ignored. 2) Less informative. Various information that should have been conveyed to the public, was slow or even did not reach the public. 3) Less accessible. Various service delivery units are located far from the reach of the community, making it difficult for those who need these services. 4) Lack of coordination. Various service units related to one another lack coordination. As a result, there are often overlapping or conflicting policies between one service agency and other related service agencies. 5) Bureaucratic. Services (especially licensing services) are generally carried out by means of a process that consists of various levels, resulting in too long service completion. In terms of solving service problems, the possibility of the service staff (front line staff) being able to solve the problem is very small, and on the other hand the possibility of the community to meet with the person in charge of service, in order to solve problems that occur when services are provided, is also very difficult. As a result, various service problems take a long time to resolve. 6) Not willing to listen to community complaints / suggestions / aspirations. In general, service personnel lack the willingness to hear complaints / suggestions / aspirations from the community. As a result, services are carried out as they are, without any improvement from time to time. Questioning Quality Public Services. 7) Inefficient.
The various requirements needed (especially in licensing services) are often not relevant to the services provided. Meanwhile, from the institutional side, the main weakness lies in the design of the organization which is not specifically designed in the context of providing services to the community, full of hierarchies that make services convoluted (bureaucratic), and uncoordinated.
The tendency to carry out two functions simultaneously, the regulatory function and the administration function, is still heavily carried out by the government, which also causes public services to be inefficient.
Reflecting on the above phenomena, as a public official, of course, he has studied, evaluated and determined constructive and solution actions and steps for the interests of the people in general, realizing that public services are faced with changes in various fields of life as a society, nation and state. Public officials are required to be ready to respond to public expectations and global challenges triggered by change and progress, especially in the field of technology. It should be noted, the easy access for the public to obtain information has an impact on the behavior of the people who are concerned and critical of the various types of services they get. Public service issues easily become the main topic of debate and influence the credibility of the government, public officials should actualize the provision of information technology-based services so that services will be faster, easier and cheaper while still paying attention to transparency and accountability.
One of the uses of digital technology is vlog. Vlogs are used efficiently, where the vlog theme can be very diverse, by presenting a YouTuber personal perspective on certain issues (Kandias et al., 2014). As for becoming a vlogger, YouTube has strict rules for all of its members. these rules must be followed especially when uploading a video. the restrictions or conditions set by YouTube are
very strict. The following is an example of a video that cannot be uploaded on YouTube (Kandias et al., 2014):
1) pornographic videos of anything related to sexuality clearly;
2) videos that contain explicit nudity;
3) disturbing and extremely disgusting videos;
4) videos that violate copyright laws;
5) videos containing hateful speech, including those containing verbal attacks on gender, sexual orientation, racism, ethnicity, religion, physical ability or nationality.
6) a video that shows the personal information of other users.
Public officials should be careful about the vlogs that will be published, because their contents cannot be changed once they have been published (published). When he realizes there is an error in the video after being published, the person concerned cannot change it except to re-record the video or edit it again and then publish a new one. Efforts to improve public services always integrate changes that are happening, there are things that need to be considered in the context of reviewing the provision of public services in this digital era, including:
• Re-identify business processes that are relevant to the government's main objectives;
• Strive for services provided to the public in real time / instantaneous and informed to the public (clarity and certainty of service)
• Developing digital tools that support employee mobility to facilitate all activities and collaboration between employees in providing services to the community;
• Develop / modify business processes in response to changing behavior and needs of society in the digital era.
Public services are increasingly interesting to discuss in this millennial era, because people's lives have changed so much where they demand services that are faster, cheaper, easier and more transparent. Today's society is difficult to be separated from technological advances. People will be restless if they are not connected to other people. Even now, someone will be very nervous if their smartphone is lost or left behind even for a moment.
The development of technology always makes people easily connected to one another and it is hoped that public services can be carried out by taking advantage of these technological developments. However, offline services in the office are not automatically abandoned and must be integrated between on-line and off-line services. Therefore, it is no longer relevant to see the community as an object of service with a convoluted process and an outdated mindset that "If it can be complicated, why should it be made easier?". The state must be closer to the community and able to provide comfort and stimulate people to be more innovative, creative, productive and make a real contribution to national development.
Figure 1: Top Ten of Biggest YouTubers in Indonesia Source: (Social Blade, 2019)
Figure 2: The Biggest Hundred YouTubers in Indonesia Source: (Social Blade, 2019)
Source:
www.youtube.com
The advantage of the YouTube video site with its function is to create a very close interaction and communication relationship between its users. Finally, there will be a situation of intercultural adaptation in the community or user community which in turn can create a transition from one culture to a new culture. According to (Braslauskas, 2021), mentioned that there are four stages through an intercultural adaptation process, namely: (a) The stages of the honeymoon period, the community or user community feels very happy with the situation at that time about their new culture; (b) The stage of the crisis period, is a situation of discomfort and frustration in the community or user community that is found and felt on the other side of the new culture. The perceived cultural values are unfamiliar; (c) The adjustment stage, is a situation where the community or user community begins to try to adjust to their new culture; (d) The biculturalism stage is the final stage in which the community or user community begins to adjust to their new culture.
Observing this development, public officials must be clever in transforming services in an innovative, attractive, grounded and right on target through the use of social media, especially vlogs. There are many advantages when using vlogs productively, including: Increasing the ability to speak effectively that is easily understood by the community, getting direct appreciation from the community so that the competence of officials can be immediately felt by the community,
carrying the institutional mission that can be known directly by the public considering the very reach of mass media. wide, dissemination of actual information that is very useful. However, there are also unexpected downsides including: vlogs can waste time and reduce productivity, create dependency patterns on social media, are easy targets for sharp criticism from netizens and even encourage people who don't like to be hackers who can edit videos for negative purposes.
The use of social media in the form of vlogs is part of a public communication strategy and can even increase the popularity of public officials, this encourages the public to be actively involved in interactions and to give positive appreciation to the vlogs uploaded besides that good vlogs contribute to the level of emotional attachment which will ultimately increase support against issued policies. Associated with public services, the use of vlogs has its own correlation according to (Keban, 2004; Thompson et al., 1994) underlined the dilemmas and controversies of public service ethics, namely:
A. Neutrality Ethics and Structure Ethics.
This condition places a person's ethics in accordance with environmental policies or the organization where he belongs and must not apply the ethical principles of the individual he adheres to. This neutrality ethic demands high loyalty and does not recognize autonomy in applying ethics. Neutrality ethics will be a dilemma for an administrator or public official, especially when knowing there is an error in making a decision. Public officials will either be confused to deny or will continue to adhere to the wrong decision. Meanwhile, structural ethics always puts the superior / leader in charge of all decisions and policies made by his subordinates.
The responsibility does not rest with individual public officials, so if an error occurs as a result of a decision or action of a public official, the superior or leader must bear the risk. The problem that arises is that performance will become unstable when the leadership is replaced by individuals with different characters.
B. Absolute Ethics and Relative Ethics
Absolute ethics (absolutists) always place universal norms as a guide for behavior and standards in decisions. These universal norms usually come from religious teachings, beliefs and philosophy of life so they need to be maintained as logical considerations in decision making. For example, in applying the principles of honesty and fairness in public services. On the other hand, relative ethics (relativists) views that there is no universal term in terms of morals, meaning that ethical issues are problems that are considered relative and place ethics on tangible results. So that a norm is said to be good if it has good consequences for the resulting outcome / output. Relativists always argue that universal values are considered ethical only in certain conditions and situations. For example, lying is universally recognized as a disgraceful act, but lying can be considered ethical if it has a good impact, corruption is considered ethical if the welfare of all the people, although universally corruption is a prohibited act.
According to the theory from (Taufiqurokhman & Satispi, 2018) concerning General Guidelines for the Implementation of Public Services, Service standards must include 1) Service Procedure.
Service procedures carried out in this case include simplicity, namely the ease in providing services to the community and the ease in fulfilling service requirements. 2) Time of completion. The time
determined from the time the application is filed is the same with the completion of services including complaints must be related to the certainty of time in providing services in accordance with the stipulated length of time for each service 3) Service Fee. Service fees or charges are included in the details specified in the process of service delivery, must be related to imposition costs that are reasonable and detailed and do not violate the provisions existing 4) Service Products.
The results of services received are in accordance with the stipulated provisions. This is related to the reality of giving service, namely the result of service as determined as well free from technical errors, both in terms of writing applications that have been submitted previously. 5) Facilities and Infrastructure Provision of adequate facilities and infrastructure by public service providers. This is related to the availability of adequate supporting devices such as equipment, chairs, cabinets, desks, computers and so on for comfort and convenience in obtaining a service.
Legal Basis of Public Service. The legal basis related to public services for the government as administrators and for the public is guaranteed in Law Number 25 of 2009 concerning Public Services. Therefore, the community has the right to receive public services related to their needs, both for administrative matters or for other needs. Based on this law, the government is obliged to provide public services according to the procedure. Public Service Characteristics. Public services are all service activities carried out by public service providers as an effort to fulfill public needs and implement the provisions of laws and regulations. Therefore, various service activities basically have certain characteristics and are divided into several types of services. The characteristics of public services according to the State Administration Institute (2003) are: 1) have a clear legal basis in their implementation 2) have a broad interest group, including the target group to be achieved 3) have social goals 4) are required to be accountable to the public 5) have a configuration of performance indicators that need agility and 6) are often the target of political issues.
Type of Public Service. Several types of public services are provided for the community. Based on Law Number 25 of 2009 concerning Public Services and the Decree of MENPAN No.63 / KEP / MENPAN / 7/2003 public or public service activities include: 1) Goods services. Procurement and distribution of goods services can be said to dominate all services provided by the government to the community. Public services in this category can be carried out by government agencies where part or all of the funds are state assets that cannot be separated or can be administered by government-owned enterprises, which partially or all of the funds come from separated state assets (State-Owned Enterprises / BUMN). Goods services are services that produce various forms or types of goods used by the public, for example, telephone networks, electricity supply, clean water and so on. 2) Administrative Services. Public services in this category include government administrative actions that are required by the state and regulated in legislation in order to realize personal, family, honor and property protection as well as administrative activities carried out by non-government agencies which are required by the state and regulated in legislation. and is applied based on an agreement with the service recipient. Administrative services, namely services that produce various forms of official documents required by the public, for example citizenship status, competency certificates, ownership or control of an item and so on Government Services, namely community services that are closely related to their duties -General government duties such as IMB services, Regional Taxes, Family Cards / KTP, Regional Retribution and Immigration. 3) Development Services. Development Services are community services related to
the provision of facilities and infrastructure to provide facilities to the community in their activities as citizens, such as providing bridges, roads, ports and others. 4) Utility Services. Utility services are the provision of utilities such as electricity, water, telephone, and transportation. 5) Basic Needs Service. Basic Needs Service is a service that provides basic necessities for the community and housing needs such as rice, sugar, oil, gas, textiles and cheap housing. 6) Community Services.
Community services are services related to the nature and interests of more emphasis on social activities such as health services, education, employment, prisons, orphanages and others.
Principles of Public Service. The principle of public services as stipulated in Law Number 5 of 2009 in the provisions of article 4 contains: 1) Public interest 2) Legal certainty 3) Equal rights 4) Balance of rights and obligations 5) Professionalism 6) Participatory 7) Equal treatment / no discriminatory 8) Openness 9) Accountability 10) Facilities and special treatment for vulnerable groups 11) Timeliness 12) Speed, convenience and affordability. Based on the provisions of this article, it can be stated that public services are the government's obligation to be carried out as well as possible, both in terms of administrative services and services for service goods.
Public Service Objectives. The objectives of public services are: 1) Determining the services provided, what are the types 2) Treating service users as customers 3) Trying to satisfy service users, according to what they want 4) Looking for the best way of service delivery and quality 5) Providing methods, when service users have no choice.
Obligations of Public Service Providers. Public services are the main responsibility of the government to the community, both services in the form of public administration, public services, and public goods as regulated in Article 1 of Law no. 25 of 2009 concerning Public Services. In implementing public services, service providers are obliged to provide facilities, infrastructure, and facilities for service users, including service users with special needs as regulated in Article 29 of Law no. 25 of 2009 concerning Public Services. Apart from being regulated in the Public Service Law, the obligations of service providers in fulfilling the rights of service users with special needs are also regulated in several laws and regulations, including in Article 105 of Law no. 8 of 2016 concerning Persons with Disabilities, Article 30 PP No. 33 of 2012 concerning Exclusive Breastfeeding and others.
4. Conclusion and Suggestion
The use of social media, especially vlogs for public officials, has a positive impact on public services and initiates an effective bureaucratic system through innovative and down-to-earth ways of working, government work socialization programs that can access the general public which ultimately get positive aspirations from the community itself. Public officials must also be able to adapt and transform in collaboration, including eliminating or fighting fake news, hate speech, and other misleading, so it is necessary to disseminate positive information related to bureaucratic performance so that it can build an optimistic public opinion on national development.
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