International Office Goes Digital: Decoding Public Narratives Through Social Media Analysis
Cirebon, July 23, 2025 — In an era where digital noise often overpowers thoughtful discourse, the International Office of UIN Syekh Nurjati Cirebon took a significant step to equip students with critical tools through a public lecture themed "Reading the Pulse of the Public: Social Media Analysis as Part of Public Communication." This initiative represents the International Office's commitment to providing digital literacy to its student interns under the Global Engagement Team and also the Trainees. With the growing influence of social media, the International Office sees this knowledge as essential for future leaders navigating both local and global landscapes.
The event was officially opened by Lala Bumela Sudimantara, Ph.D. Director of the International Office, who emphasized the workshop's objectives. "The purpose of this workshop is to provide preparation for students under our institution on how to communicate information on social media in the context of positioning ourselves as Indonesia's first state Islamic university based on cyber technology, and although we are already excellent, we must remain beyond excellent," he stated. His opening remarks set the tone for a comprehensive discussion on the evolving landscape of public communication in the digital age.
The keynote speaker for the event was Mr. Syarifuddin, S.S., who currently serves as the Head of the Leadership Communication Team for the City of Cirebon. In his current role, he is specifically responsible for public communication strategies and has extensive experience in managing government communication in the digital sphere. His professional background makes him particularly well-qualified to address the complexities of modern public communication, having firsthand experience in navigating the challenges of digital engagement at the municipal level.
Mr. Syarifuddin began his presentation with a historical reflection, drawing parallels between the colonial-era press and today's digital platforms. The audience was reminded of Ki Hajar Dewantara's 1913 article "Andai Aku Seorang Belanda," which led to his imprisonment under Dutch rule. At that time, public communication was controlled by mass media owned by the ruling power. "Now, the power to shape narratives has shifted into everyone's hands," he noted, highlighting the radical transformation in how public opinion is formed and shared. His historical perspective provided valuable context for understanding the current digital communication landscape.
Participants explored how social media has evolved into a new stage for public communication under Mr. Syarifuddin's guidance. Unlike in the past, today's messages are no longer delivered through one-way speeches or printed press, but through multi-directional conversations between institutions and the public. Communication today must account for two main characteristics: a wide-reaching audience and the institutional responsibility to respond and engage. As habits shift in the digital world, so does the nature of information - some messages are intentional, others accidental, yet all carry weight in shaping public perception. His practical insights from managing city communications added credibility to these theoretical concepts.
The session emphasized the importance of analyzing what lies beneath the surface of viral trends, drawing from Mr. Syarifuddin's real-world experience. Whether it's a hashtag or a meme criticizing public figures, social media content often reflects deeper social and political sentiments. Public communication is no longer just about saying the right things but also about listening to what people mean, even when they aren't speaking directly. "Do we choose to read what's loud, or what's hidden?" he challenged the audience, encouraging them to look beyond surface-level engagement metrics.
To address this analytical need, participants were introduced to tools like Brand24 and Drone Emprit - digital platforms that track online sentiment, conversations, and even crisis signals in real time. These tools are widely used to measure the impact of communication, monitor public trust, and respond swiftly in times of crisis. Mr. Syarifuddin shared case studies from his work with the City of Cirebon, demonstrating how these tools have been instrumental in shaping responsive communication strategies. For institutions, this means embracing a communication model that is empathetic, transparent, and fast.
The practical examples shared by Mr. Syarifuddin illustrated how regional government accounts with engaging and two-way communication saw higher public participation than those only focused on formal agendas. He explained that successful public communication requires understanding the cultural context and timing of digital interactions. His session also touched on deeper theoretical frameworks, such as social semiotics and digital discourse analysis. From emojis to memes, modern symbols carry complex meanings that must be interpreted within cultural and situational contexts.
Participants learned how to decode signs both visual and textual to understand public emotion and perception under his expert guidance. "A meme is not just decoration," said Mr. Syarifuddin. "It can be a powerful form of social critique." His ability to bridge theoretical knowledge with practical application made the session particularly valuable for the student interns. The workshop provided hands-on insights into how government institutions can maintain authentic engagement while managing their digital presence effectively.
A critical discussion also emerged around the ethical implications of media presence in educational spaces, particularly when press members use their status to pressure institutions. Mr. Syarifuddin shared his perspectives on maintaining ethical boundaries while ensuring transparent communication. This discussion, participants agreed, underlines the need for clear ethical boundaries and the protection of public communication spaces. Ultimately, the workshop reinforced the idea that today's public communication is no longer about who speaks the loudest but who listens the best and acts with empathy.
With this initiative, the International Office continues its mission to build global competencies among students by encouraging analytical thinking, ethical media engagement, and responsive communication practices. Mr. Syarifuddin's expertise in public communication provided invaluable insights that will benefit the Global Engagement Team in their future roles. As the session concluded, one reminder echoed strongly among participants: those who fail to read social media, will fail to read the times. The workshop successfully equipped the student interns with essential skills for navigating the complex world of digital public communication.
Authors: Laily Dwi Islami Azzahra and Resa Diah Gayatri