Keterlihatan Institusi di Alam Maya: Analisis Perbandingan Strategi Komunikasi Laman Sesawang Universiti Penyelidikan Malaysia

Muhammad Zaiamri Zainal Abidin, Amira Firdaus, Md Azalanshah Md Syed


Keterlihatan laman sesawang semakin menjadi elemen penting untuk mempromosi institusi bagi universiti terbaik dunia. Laman sesawang rasmi universiti bertindak sebagai medium utama untuk mempromosi reputasi dan imej serta menjadi platform publisiti untuk aktiviti dan pencapaian universiti. Laman sesawang memainkan peranan penting dalam mempertingkatkan keterlihatan institusi di peringkat lokal dan juga global, selaras dengan hasrat nasional untuk mengantarabangsakan pendidikan tinggi, contohnya pembangunan hab pendidikan tinggi serantau dan global. Komunikasi laman sesawang memainkan peranan yang penting sebagai tapak perhubungan pertama serta sumber maklumat utama bagi khalayak. Kajian ini meneliti penggunaan laman sesawang secara strategik oleh tiga universiti penyelidikan di Malaysia. Kajian ini juga mengkaji strategi komunikasi laman sesawang bagi setiap universiti menerusi analisis kandungan kualitatif dan pemerhatian secara dalam talian terhadap laman sesawang universiti berkaitan. Ini meliputi analisis secara mendalam terhadap kandungan laman sesawang, reka bentuk dan elemen-elemen lain yang menyumbang kepada keterlihatan universiti melalui komunikasi laman sesawang ketiga-tiga institusi ini. Dapatan kajian mendapati kandungan (content) dan kebolehgunaan (usability) dalam reka bentuk laman sesawang serta komunikasi dialogic (dialogic communication) telah digunakan sebagai strategi keterlihatan laman sesawang. Penekanan komunikasi laman sesawang terhadap ketiga-tiga elemen ini dilihat sebagai strategi utama bagi ketiga-tiga institusi yang dikaji di mana laman sesawang setiap universiti memperlihatkan penggunaan komunikasi yang strategik.


Kata kunci: Keterlihatan laman sesawang, laman sesawang rasmi, kandungan, kebolehgunaan, komunikasi dialogik.

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