Agenda-Setting in the Age of Social Media: New Implications for Public Relations Practitioners in Indonesia
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Abstract
The rapid proliferation of social media platforms has fundamentally altered the landscape of mass communication, challenging the foundational assumptions of classical agenda-setting theory. This study examines the evolving dynamics of agenda-setting in the social media era and explores the new implications for public relations (PR) practitioners in Indonesia. Using a qualitative systematic literature review approach grounded in content and thematic analysis of 30 peer-reviewed publications from 2018 to 2025, this research identifies three core transformative dimensions: (1) the fragmentation of agenda-setting power across multiple digital actors; (2) the emergence of reverse agenda-setting, wherein public discourse increasingly influences mainstream media and organizational PR strategies; and (3) the heightened role of algorithmic curation in shaping public salience. Findings suggest that PR practitioners in Indonesia must reorient their strategic communication frameworks to account for networked, user-driven agenda formation, platform-specific content strategies, and real-time audience engagement. The study contributes to the localization of communication theory by situating global media dynamics within Indonesia's unique socio-digital context, characterized by high mobile internet penetration, diverse ethnic publics, and a rapidly evolving digital regulatory environment. Implications for PR education, training, and professional practice are discussed.
Keywords: agenda-setting theory, social media, public relations, Indonesia, digital communication, strategic communication
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