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GOVERNMENT STRATEGY TO RESTORE IMAGE OF EDUCATION WORLD POST VIOLENT INCIDENTS | Aprilyantini | Proceeding International Conference on Media and Communications in Southeast Asia

GOVERNMENT STRATEGY TO RESTORE IMAGE OF EDUCATION WORLD POST VIOLENT INCIDENTS

Puasini Aprilyantini

Abstract


Strategy is a plan which has a purpose, or a way/tactic to achieve a goal. Post violent incidents in education field, the goverment needs to have a Public Relations Strategy to restore/rebuild the damage image. Education and teaching are meant to equip students with noble characters to survive in life. To reach this purpose, proper communication strategy is needed, which involves not only teacher/lecturer and parents, but also the goverment. The goverment is expected to keep reminding educators that education cannot be done with violence. To build the character of “dicipline” in targetted students, “firmness” not “hardness” should be applied. Some phenomena on violence in education world are: punishing students by letting them be exposed under the sun, hitting when they do not obey, and other kinds of physical violence. There are also mental and verbal abuse in the forms of yelling and cursing. Sexual harrasment that has been done by teachers to their students, and the fights between school gangs, are the other
examples of violence in the education world. This research is aimed to elaborate what is the goverment Public Relations Strategy in restoring a good image of education world inIndonesia? Applying qualitative descriptive method and theory of Blaney, J. R., Benoit, W. L., and Brazeal, L. M. (five image restoration strategy: denial, evading responsibility, reducing offensiveness, correction action, mortification), it takes Goverment Public Relations as object of research. Data are collected through observation, interviews with competent informants, and documentation.

Keyword : violence in education, communication strategy, public relations, image


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References


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Benoit, William. 1995. Accounts, Excuses, and Apologies: A Theory of Image Restoration Strategies. New York: State of University of New York press.

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