Strategi Komunikasi Optimalisasi Pemerdayaan Perempuan Melalui Program Pemerdayaan Dan Kesejahteraan Keluarga (PKK) Di Kelurahan Talang Jambe Palembang

Abstract

This study aims to analyze communication strategies in optimizing women's empowerment through the Family Empowerment and Welfare Program (PKK) in Talang Jambe Subdistrict, Palembang. This research uses a qualitative approach with a descriptive research type. The qualitative approach was chosen because this study seeks to gain an in-depth understanding of the communication strategies implemented by the PKK Mobilizing Team in increasing women’s participation and roles within the community. Data collection techniques were carried out through observation, interviews, and documentation involving informants who participated in PKK activities. The results of the study indicate that the communication strategies implemented by the PKK Mobilizing Team in Talang Jambe Subdistrict are carried out gradually, persuasively, and involve active community participation. Information regarding women’s empowerment programs is delivered through various media, such as WhatsApp, Facebook, and direct meetings at the neighborhood (RT) level. PKK cadres act as facilitators who provide motivation, guidance, and assistance to help women understand and implement various programs related to social, health, and economic activities. Empowerment efforts are also strengthened by giving cadres responsibilities in managing activities such as Posyandu services, the MBG kitchen program, MSME development, and skills training. The findings of this study show that these communication strategies are able to increase women’s participation, self-confidence, and independence in supporting family and community welfare.