Strategi Komunikasi Ombudsman Perwakilan Kalimantan Selatan dalam Sosialisasi Program Desa Anti Maladministrasi di Kabupaten Kotabaru

Syilvia Herlina, Alia Bihrajihant Raya, S.P., M.P., Ph.D. ; Prof. Ir. Trisakti Haryadi, M.Si., Ph.D.

2025 | Tesis | S2 Penyuluhan dan Komunikasi Pembangunan

Pelayanan publik di desa sering terhambat oleh maladministrasi, seperti prosedur yang tidak jelas, kurangnya transparansi, dan rendahnya kompetensi kepala desa dalam kepemimpinan serta pemahaman anti korupsi. Dampaknya, pelayanan tidak optimal, pembangunan desa terhambat, dan hak masyarakat sulit terpenuhi. Ombudsman Perwakilan Kalimantan Selatan merespons dengan menggagas program Desa Anti Maladministrasi di Kabupaten Kotabaru untuk memperbaiki penyelenggaraan layanan publik di desa. Penelitian ini menganalisis strategi komunikasi Ombudsman Perwakilan Kalimantan Selatan dalam sosialisasi program menggunakan pendekatan ACADA. Hasil temuan diketahui bahwa tahap assessment mengidentifikasi tantangan dan potensi, tahap communication analysis menentukan pihak eksternal yang terlibat, tahap design menggunakan konsep Quantum Communication Ombudsmanship (QCO) dalam penyusunan pesan, serta tahap action mencakup perencanaan, pelaksanaan, monitoring, dan evaluasi. Sistem informasi Ombudsman Perwakilan Kalimantan Selatan yang terdiri dari teknologi, proses, struktur, dan SDM, mendukung koordinasi dan sosialisasi program, termasuk pemanfaatan media digital Zoom Meeting. Namun, program ini belum memiliki struktur organisasi yang optimal karena tidak berada di bawah tanggung jawab khusus satu keasistenan, sehingga peran dan tanggung jawab masih bias. Peran  dari perspektif preskripsi, Ombudsman Perwakilan Kalimantan Selatan menjalankan fungsi pengawasan sesuai UU, peran dari perspektif deskripsi aktif mencegah maladministrasi melalui sosialisasi dan pembinaan, sedangkan peran dari perspektif ekspektasi kepala desa sebagai target sasaran mengharapkan bimbingan lebih intensif dan berkelanjutan.

Public services in villages are often hampered by maladministration, such as unclear procedures, lack of transparency, and low competence of village heads in leadership and anti-corruption understanding. As a result, services are not optimal, village development is hampered, and community rights are difficult to fulfill. The Ombudsman Representative of South Kalimantan responded by initiating the Desa Anti Maladministrasi program in Kotabaru Regency to improve public service delivery in the village. This research analyzes the communication strategy of the Ombudsman Representative of South Kalimantan in socializing the program using the ACADA approach. The findings show that the assessment stage identifies challenges and potential, the communication analysis stage determines the external parties involved, the design stage uses the concept of Quantum Communication Ombudsmanship (QCO) in preparing messages, and the action stage includes planning, implementation, monitoring, and evaluation. The information system of the Ombudsman Representative of South Kalimantan, which consists of technology, processes, structures, and human resources, supports the coordination and socialization of the program, including the use of digital media Zoom Meeting. However, this program does not yet have an optimal organizational structure because it is not under the specific responsibility of one assistant, so roles and responsibilities are still biased. The role from the perspective of prescription, the Ombudsman Representative of South Kalimantan carries out the supervisory function according to the law, the role from the perspective of active description prevents maladministration through socialization and coaching, while the role from the perspective of expectations of the village head as the target target expects more intensive and sustainable guidance.

Kata Kunci : Kata Kunci: ACADA, Desa Anti Maladministrasi, Peran Ombudsman, Sistem Informasi, Strategi Komunikasi. / Keywords: ACADA, Village Anti Maladministration, The Role of Ombudsman, Information System, Communication Strategy.