TATA KELOLA KELEMBAGAAN PERSATUAN WARTAWAN INDONESIA (PWI) DALAM MEMBANGUN OPINI PUBLIK PADA PILKADA 2024 DI KABUPATEN SUMBAWA

Abstract

This study aims to analyze the institutional governance of the Indonesian Journalists Association (PWI) of Sumbawa Regency in shaping public opinion during the 2024 Regional Head Election (Pilkada). The study is based on the increasing strategic role of the mass media in influencing public perception and the importance of journalistic ethics in maintaining the quality of democratic processes. This research employed a qualitative descriptive approach. Data were collected through observation, in-depth interviews, and documentation involving the Chairman of PWI Sumbawa Regency, journalists, the owner of Liputan Sumbawa media, and a member of the General Election Commission (KPU) of Sumbawa Regency. The data were analyzed using the interactive model of Miles, Huberman, and Saldaña, while the institutional analysis referred to Scott's New Institutional Theory, which consists of regulatory, normative, and cultural-cognitive pillars. The findings reveal that PWI has implemented institutional governance through the enforcement of the Journalistic Code of Ethics, journalist development programs, and efforts to strengthen professionalism and independence. However, the implementation has not been fully optimal due to limitations in supervision, unequal internalization of professional values, and the influence of journalists' work culture. Among the three institutional pillars, the cultural-cognitive pillar has the strongest influence on journalistic practices because it shapes journalists' perspectives and routines in producing news. Therefore, strengthening institutional governance requires not only formal regulations but also continuous efforts to develop professional values and journalistic culture in order to support objective, balanced, and responsible public opinion during local democratic processes.