PERSPEKTIF KOMUNIKASI KREATIF DI ERA DIGITAL OLEH STAKEHOLDER ILMU KOMUNIKASI UDINUS

Abstract

Evolving technologies continually present new opportunities and challenges for industry practitioners and academic researh. The information barrier automatically disappears by the strong initiative of individuals who want to know more about what is happening around them. This era full of values, ideas, concepts, creativity, and innovation requires unique, specific, and interesting competencies that communication science graduates must have in competing. The existence of social media strengthens the role of creativity for companies to be able to reach millennial audiences in an integrated and interactive manner through marketing communication strategies. This qualitative research further explores the effective implementation of the sustainable development of creative communication. Using semi-structured interviews and focus group discussions (FGD), identifying stakeholder perceptions in ensuring the sustainable development of creative communication in the digital age, especially in the communication science program of UDINUS. This research has solved the research problem, namely how communication industry stakeholders perceive, experience and practice creative communication in the digital age.