COMMUNICATION APPROACH TO COMMUNITY THROUGH SOCIAL MEDIA-BASED GOVERNMENT

The current use of social media has evolved from personal interaction to becoming a vital tool for organizational and government communication. This transformation aligns with Indonesia’s Law No. 14 of 2008 on Public Information Disclosure, which mandates government institutions to provide accessible public information. As part of its commitment to transparency, the Directorate General of Corrections (Ditjenpas), under the Ministry of Law and Human Rights, utilizes YouTube to disseminate informative content that engages broader audiences. This study investigates how Ditjenpas adopts communication strategies through digital storytelling and informative video content on its YouTube channel. Using a descriptive qualitative method, data were collected through interviews with internal stakeholders (Ditjenpas public relations officers) and external stakeholders (YouTube viewers), and analyzed using Miles and Huberman’s interactive model. The findings reveal that Ditjenpas strategically utilizes YouTube as more than a platform for information dissemination. It functions as a channel for public interaction, emotional engagement, institutional accountability, and image building. Through digital storytelling, Ditjenpas reframes correctional narratives, humanizes correctional institutions, and contributes to reducing public stigma against inmates. The agency consistently communicates its policy achievements and institutional updates while adhering to internal regulations governing public information disclosure. This approach enhances transparency and fosters trust among citizens. The study contributes theoretically by contextualizing the STOC (Sustainability, Transparency, Optimization, and Collaboration) framework within the Indonesian bureaucratic environment, and offers practical implications for government institutions seeking to implement participatory, human-centered, and transparent digital communication strategies.