Kecerdasan Buatan dalam Praktik Kehumasan: Analisis Framing Media Komunitas PR Indonesia

Fajrin Marhaendra Bakti, Agradi Aryatama

Abstract


Teknologi kecerdasan buatan, khususnya generative AI, telah merevolusi industri komunikasi, termasuk dalam praktik kehumasan. Studi ini mengkaji bagaimana salah satu media komunitas kehumasan, PR Indonesia, membingkai isu kecerdasan buatan dengan menggunakan pisau analisis framing Robert Entman. Dari hasil analisis pada 11 artikel yang terbit pada November 2022 hingga November 2024, kecerdasan buatan diposisikan oleh PR Indonesia sebagai teknologi yang memberikan peluang besar bagi efisiensi dan inovasi dalam praktik kehumasan, sehingga tidak perlu dikhawatirkan secara berlebihan. Kurangnya keterampilan praktisi humas disorot sebagai salah satu tantangan utama. PR Indonesia juga menekankan urgensi peningkatan kapasitas profesional dan keseimbangan etis dalam penerapan kecerdasan buatan. Kecerdasan buatan dipandang sebagai alat yang mampu mendorong efektivitas kerja kehumasan, namun tetap membutuhkan sisi humanis dari manusia. Rekomendasi yang diberikan media ini mencakup pelatihan pada praktisi kehumasan dan pendekatan kolaboratif. Studi ini berkontribusi pada pemahaman pembingkaian media tentang kecerdasan buatan, tetapi terbatas pada pemberitaan di media yang fokus pada kehumasan. Studi lebih lanjut disarankan untuk mengeksplorasi perspektif para praktisi humas dan dinamika pembingkaian dari waktu ke waktu.


Keywords


framing; humas; kecerdasan buatan; media komunitas

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DOI: https://doi.org/10.30596/interaksi.v10i1.22609

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