Digital Communication Strategies of Intellectual Communities on Social Media: A Mixed-Methods Analysis of Knowledge Dissemination and Public Engagement
Kata Kunci:
Digital Communication Strategy, Intellectual Communities, Social Media, Knowledge Dissemination, Public DiscourseAbstrak
The rapid expansion of social media has transformed the ways intellectual communities communicate, disseminate knowledge, and engage with the public. This study aims to analyze the digital communication strategies of intellectual communities on social media and to examine how these strategies influence knowledge dissemination, audience engagement, and public discourse. Employing a mixed-methods research approach, the study integrates qualitative content analysis and semi-structured interviews with quantitative analysis of social media engagement metrics. Data were collected from social media posts, audience interactions (likes, shares, and comments), and interviews with members of selected intellectual communities over a defined period. The findings indicate that intellectual communities predominantly utilize social media as a platform for educational content and public knowledge sharing, adopting hybrid communication styles that combine academic credibility with accessible language and visual elements. However, audience engagement tends to be largely reactive, with limited sustained dialogue or critical discussion. The study also reveals inconsistencies in communication strategies across communities, as well as a persistent tension between maintaining academic rigor and adapting to algorithm-driven platform dynamics that prioritize visibility and engagement. Cultural and contextual factors further shape communication practices, influencing language choices, interaction patterns, and the positioning of intellectual authority in digital spaces. This research contributes to communication studies by providing an integrated theoretical and empirical understanding of intellectual digital communication. It offers practical insights for intellectual communities seeking to enhance their digital presence and informs educational and policy efforts aimed at strengthening evidence-based public discourse in contemporary digital environments.
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