COMMUNITY COMMUNICATOR IN THE DIGITAL AGE

Abstract

In the digital age, where information technology plays a pivotal role in everyday life, community communication has undergone a profound transformation. The role of the "community communicator" has evolved from being a mere conduit for disseminating government information to assuming the multifaceted functions of a media producer, storyteller, and communication leader. These individuals serve as crucial intermediaries, linking communities with governmental agencies, the private sector, and broader society through a variety of digital platforms. To perform these roles effectively, contemporary community communicators must possess a comprehensive set of competencies, including technological proficiency, analytical thinking, ethical awareness, and intrinsic motivation. In an environment increasingly characterized by the rapid spread of misinformation, hate speech, and manipulated content, the capacity for strategic communication, contextual sensitivity, and a deep-seated commitment to sustainable development becomes indispensable. This article examines the conceptual underpinnings and operational mechanisms essential for cultivating community communicators in the digital era. It adopts the Capacity–Appreciation–Target (C-A-T) model as an analytical framework to explore the factors influencing communicator effectiveness. Within this context, community communication for social change is reconceptualized not merely as the linear transmission of information, but as an inclusive, participatory process that fosters mutual understanding, collective agency, and sustainable transformation at the community level. Key success factors identified in this study include individual readiness—comprising relevant knowledge, practical skills, and ethical orientation—along with both intrinsic and extrinsic motivational drivers. Furthermore, an integrated development system is proposed, encompassing stages such as recruitment, training, task allocation, performance evaluation, and sustained support mechanisms. The paper concludes that fostering a cadre of competent and motivated community communicators is fundamental to enhancing the communicative resilience of local communities. Such development not only equips communities to navigate the complex challenges of 21st-century communication but also strengthens their capacity for inclusive and sustainable progress.