KOMUNIKASI STRATEGIS DALAM INTERNALISASI NILAI - NILAI BELA NEGARA DI UNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN” YOGYAKARTA

Abstract

This study was motivated by the gap between the identity of the “Veteran” National Development University of Yogyakarta as a National Defense Campus and the students’ National Defense Index scores, which have not yet met the institution’s targets. This situation indicates that the internalization of National Defense values has not yet been fully realized in students’ attitudes and behaviors. This study aims to analyze the process of strategic communication and the role of organizational culture in internalizing National Defense values among students at Universitas Pembangunan Nasional “Veteran” Yogyakarta. This study employs a qualitative descriptive approach using data collection techniques such as in-depth interviews, observation, and documentation. Research informants consisted of public relations staff, National Defense program administrators, lecturers, student organization leaders, students, and external parties. The research analysis utilized the concept of Strategic Communication and the Cultural Approach to Organizations theory by Clifford Geertz and Michael Pacanowsky, which views organizations as systems of meaning formed through communication. This theory is analyzed through cultural performances in the form of corporate stories, personal stories, and collegial stories to understand the process of formation, dissemination, and interpretation of Bela Negara values on campus. The results of the study indicate that strategic communication at Universitas Pembangunan Nasional “Veteran” Yogyakarta is implemented through academic programs, student activities, and media

Keywords: Strategic Communication, Organizational Culture, National Defense, Internalization of Values.