Online Media to Address Violence against Women during COVID-19 Pandemic

Abstract

This research aims to identify obstacles and analyze the strategic solution taken by the Public Relations of Rifka Annisa’s Women Crisis Center in utilizing online media platforms to address violence against women during the Covid-19 Pandemic in Yogyakarta. This research uses the qualitative case study method through observation and in-depth interviews at the Public Relations division of Rifka Annisa. Crisis Management and New Media concepts are used to analyze strategies in addressing the problem. The research results reveal that the outbreak of the Covid-19 pandemic has triggered the rise of violence against women. Social restriction during the pandemic is an obstacle for Rifka Annisa in reaching the violence victims and the wider community. Rifka Annisa shifts their usual face-to-face counseling programs for violence victims to online counseling programs. Similarly, they use online media platforms to advocate for public awareness, where they selectively select the online media type that suits the character of the target audience.

Advocacy of violence against women through the implementation of cyber public relations at the Rifka Annisa women's Crisis Center

“…This institution has two major work programs: 1) handling victims of violence through psychological counseling and legal assistance provided at the Rifka Annisa WCC office and home visits; 2) advocating public awareness about violence against women discourse through community training programs at the student, university and community levels. In terms of advocacy, Rifka Annisa WCC has four social media platforms: their official website, Twitter, Facebook, and Instagram, which are managed by Rifka Annisa WCC's Public Relations and Media division as a supporting tool to reach a larger audience in carrying out advocacy on public awareness of discourse on violence against women (Andryani et al, 2022).…”

“…This institution intensively accommodates the needs of victims of violence through psychological counseling and legal assistance programs; proactively advocates government policies to protect women; and educates the public through workshops, training, interactive websites, and social media campaigns (Prayoga et al, 2015). Rifka Annisa WCC maps the segmentation of the audience she wants to reach while carrying out her work program, which includes adults, teenagers, students, and housewives (Andryani et al, 2022). However, violence against women is not a problem that can be solved overnight (Fabianti & Putra, 2021).…”