Marhaeni, Kurnia Dyah (2025) Transformasi Makna Nonverbal dalam Ruang Digital Public Relations. Analisis: Jurnal Bisnis dan Akuntansi, 28 (01). pp. 13-21. ISSN 1978-9750

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Abstract

The development of digital technology and the process of mediatization have transformed organizational communication practices, including in the field of Public Relations (PR). This transformation not only changes communication channels but also reconstructs the meaning of nonverbal communication that was previously rooted in face-to-face interactions. This article aims to analyze how nonverbal dimensions such as kinesics, proxemics, paralinguistics, and facial expressions experience shifts in meaning when mediated by digital platforms, as well as their implications for reputation management and public trust. Through a conceptual approach and literature analysis, this article demonstrates that the reduction of physical proxemics and the limitation of bodily gestures in virtual spaces give rise to new forms of representation, such as visual framing, social media feed aesthetics, emojis, reaction icons, and digital response timing as forms of temporal nonverbal communication. In Public Relations practice, this transformation shifts the focus of communication management from the production of verbal messages toward the management of symbolic public experiences that are documented and algorithmically distributed. Organizational reputation in digital spaces is shaped by the visual consistency of identity, the performativity of empathy in crisis communication, and the alignment between messages and symbolic representations. The findings of this study affirm that nonverbal communication in the digital era does not undergo a reduction of meaning, but rather a symbolic reconstruction that requires an expansion of theoretical frameworks of nonverbal communication and enhanced strategic competencies among PR practitioners. This article contributes to the development of contemporary Public Relations studies by offering an integrative perspective on the transformation of nonverbal meaning within the digital communication ecosystem.

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