MODEL SYMMETRICAL COMMUNICATION DALAM PUBLIC RELATIONS: DINAMIKA, TANTANGAN, DAN PELUANG: SYSTEMATIC LITERATURE REVIEW

Naomi Shava Try  Augusta; Dewa Ayu Geandini Adithi  Kirana; Dwi Aprilia  Zerlinda

doi:10.69957/relasi.v6i02.2768

Authors

Naomi Shava Try Augusta Universitas Negeri Surabaya
Dewa Ayu Geandini Adithi Kirana Universitas Negeri Surabaya
Dwi Aprilia Zerlinda Universitas Negeri Surabaya

DOI:

https://doi.org/10.69957/relasi.v6i02.2768

Keywords:

Komunikasi Simetris, Hubungan Masyarakat, Komunikasi Digital, Keterlibatan Publik, Hubungan Organisasi Publik

Abstract

Penelitian ini bertujuan untuk mensintesis dinamika, tantangan, dan peluang penerapan komunikasi simetris dalam praktik hubungan melalui pendekatan teah literatur sistematis terhadap artikel ilmiah periode 2021–2025. Hasil kajian menunjukkan bahwa simetri komunikasi berkembang sebagai pendekatan strategi yang menekankan dialog dua arah, keterbukaan, serta partisipasi aktif antara organisasi dan publik, terutama dalam konteks digital. Implementasinya bersifat dinamis dan kontekstual, dipengaruhi oleh faktor kepemimpinan, budaya organisasi, serta pemanfaatan teknologi seperti media sosial dan kecerdasan buatan. Namun penerapannya masih menghadapi berbagai tantangan, seperti dominasi kontrol organisasi, keterbatasan transparansi, serta rendahnya partisipasi yang bermakna. Di sisi lain, simetri komunikasi menawarkan peluang strategi dalam meningkatkan kepercayaan, keterlibatan, kualitas hubungan, serta reputasi organisasi. Dengan demikian, komunikasi simetris menjadi pendekatan adaptif yang relevan di era digital, namun memerlukan komitmen organisasi untuk menerapkan nilai-nilai dialogis dan partisipatif secara konsisten.

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