Darwandi, Satria Ramadhan Lakavybrie Narien (2026) Strategi Komunikasi Kebun Binatang Surabaya dalam Menangani Kasus Dugaan Eksploitasi Gajah. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The alleged exploitation case involving Rocky the elephant at Surabaya Zoo attracted widespread public attention after a video showing a mahout riding the elephant circulated on social media, generating various negative public perceptions. This situation prompted Surabaya Zoo to implement communication strategies to provide clarification and enhance public understanding of wildlife management practices. This study aims to analyze the communication strategies employed by Surabaya Zoo in addressing the alleged elephant exploitation case based on Anwar Arifin's Communication Strategy theory. This research employed a qualitative approach using a case study method. Data were collected through in-depth interviews, observation, and documentation, and were analyzed using data reduction, data display, and conclusion drawing techniques. The validity of the data was ensured through source triangulation. The findings indicate that Surabaya Zoo implemented its communication strategy through four main stages: identifying the target audience by monitoring public opinion on social media and mass media; developing communication messages through internal verification by emphasizing factual clarification and education regarding animal welfare principles; determining communication methods by combining informative, educative, and persuasive approaches; and selecting communication media by utilizing social media as the primary communication channel, supported by mass media and the involvement of stakeholders to strengthen the credibility of the information delivered. This study concludes that Surabaya Zoo's communication strategy was not merely focused on providing clarification but also on fostering public understanding of wildlife conservation practices. The findings further reveal that greater consistency in key messages, stronger emphasis on empathetic communication, and the optimization of social media as a preventive educational platform are still needed to enhance the effectiveness of the organization's communication strategy.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | SATRIA DARWANDI | ||||||||
| Date Deposited: | 21 Jul 2026 08:09 | ||||||||
| Last Modified: | 22 Jul 2026 02:14 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/56337 |
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