Proceedings of the International Conference on Language, Education, and Social Science (ICLESS 2022)

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Public Relations Practitioner’s Adaptation in the Big Data Era in Makassar City

Authors
Indriani Dewi Resky Ananda1, *, Muh. Iqbal Sultan1, Sudirman Karnay1
1Master Program in Communication Science, Faculty of Social and Political Sciences, Hasanuddin University, Makassar, Indonesia
*Corresponding author. Email: Indrianidewireskyananda25@gmail.com
Corresponding Author
Indriani Dewi Resky Ananda
Available Online 16 November 2022.
DOI
10.2991/978-2-494069-15-2_24How to use a DOI?
Keywords
Public Relations Practitioner’s Adaptation; Adaptive Structuration Theory; Big Data Era
Abstract

This study aims to identify public relations practitioners’ adaptation in the big data era in Makassar City. It used the descriptive qualitative method. Data were collected from in-depth interviews, observation, documentation, and relevant journals and media information. Data were analyzed based on the Miles and Huberman covering data reduction, presentation, and concluding. The validity of the data used data triangulation techniques. The results showed that the public relations practitioner’s adaptation in the big data era in Makassar City covered the stages of increasing knowledge, following trends, and building creativity in the digital era. This study was based on the Adaptive Structuration Theory which examines the adaptation of new information technology in an organization based on the company structure. Through this adaptation process, public relations practitioners are expected to be able to survive in the big data era.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Language, Education, and Social Science (ICLESS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
16 November 2022
ISBN
10.2991/978-2-494069-15-2_24
ISSN
2352-5398
DOI
10.2991/978-2-494069-15-2_24How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Indriani Dewi Resky Ananda
AU  - Muh. Iqbal Sultan
AU  - Sudirman Karnay
PY  - 2022
DA  - 2022/11/16
TI  - Public Relations Practitioner’s Adaptation in the Big Data Era in Makassar City
BT  - Proceedings of the International Conference on Language, Education, and Social Science (ICLESS 2022)
PB  - Atlantis Press
SP  - 213
EP  - 221
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-15-2_24
DO  - 10.2991/978-2-494069-15-2_24
ID  - Ananda2022
ER  -