Communication Model for Improving Digital Literacy in The Community of Labuan Bajo, East Nusa Tenggara

Abstract

This study aims to identify an appropriate communication model to improve digital literacy among the community in Labuan Bajo, East Nusa Tenggara (NTT), one of Indonesia's Super Priority Tourist Destinations. NTT has a Digital Society Index (IMDI) score of 39.34, below the national IMDI average of 43.18, placing it among the five lowest-ranked provinces out of 38 in Indonesia. This research adopts a descriptive qualitative approach with data collected through interviews, observations, and document analysis. The findings indicate that Lasswell's communication model, integrated with the Ministry of Communication and Digital Affairs’ four pillars of digital literacy, provides a relevant strategic framework when adapted to the socio-cultural context. The proposed digital literacy communication model is participatory and adaptive, involving key communicators such as local youth leaders, community groups, educators, MSME activists, local universities, religious leaders, and government agencies. The messages focus on the four pillars of digital literacy, prioritizing digital security and ethics, delivered through various social media platforms supported by face-to-face training that incorporate sociocultural approaches. The target audiences are segmented into MSME actors, youth, parents, and village officials. The expected outcome is to improve digital literacy among the people of Labuan Bajo.