DOCTOR INFLUENCER DAN KEBANGKITAN MEDIS DIGITAL: STUDI KONSEPTUAL DALAM EKOSISTEM TEKNOLOGI KOMUNIKASI 4.0 DI INDONESIA
DOI:
https://doi.org/10.51544/jlmk.v9i1.5893Keywords:
Doctor Influencer, Medis Digital, Covid-19Abstract
Pandemi Covid-19 menandai transformasi besar dalam komunikasi kesehatan publik di Indonesia dan global. Salah satu dampak paling menonjol adalah munculnya fenomena doctor influencer, yaitu praktisi medis yang memanfaatkan media sosial untuk menyampaikan edukasi kesehatan, membangun persona publik, serta mempengaruhi opini masyarakat. Fenomena ini menandai kebangkitan medis digital, di mana otoritas profesional tidak lagi hanya dibangun melalui institusi formal, tetapi juga melalui kehadiran digital dan interaksi khalayak. Tulisan ini merupakan studi konseptual yang bertujuan memahami rekonstruksi otoritas medis dalam ekosistem teknologi komunikasi 4.0 melalui kemunculan doctor influencer. Kajian dilakukan dengan pendekatan critical review terhadap 35 artikel jurnal ilmiah menggunakan metode analisis tematik-kritis, yang berfokus pada pergeseran komunikasi kesehatan, medialisasi profesi, serta perubahan dalam struktur otoritas pengetahuan akibat digitalisasi. Dengan menggunakan kerangka ekosistem teknologi komunikasi (Grant, 2016; Schwab, 2016), penelitian ini menganalisis bagaimana enabling factors seperti media sosial, motivasi personal, dan krisis kepercayaan publik terhadap institusi formal mempercepat disrupsi tersebut. Temuan konseptual dari studi ini diharapkan memberikan kontribusi akademik dalam wacana komunikasi profesi dan implikasi praktis bagi tata kelola etika serta regulasi komunikasi medis digital di masa depan.
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Copyright (c) 2025 Lasmita Nurana, Angia Sulaeman, Tiara Annisa Zephania, Niken Febrian Ernungtyas
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