Impak Pemerkasaan Teknologi Hijau terhadap Amalan Pengamal Perhubungan Awam Hijau di Malaysian Green Technology Corporation (Impact of Green Technology Empowerment towards Green Public Relations Practice at the Malaysian Green Technology Corporation)
Abstract
Environmental issues such as pollution, climate change and the depletion of natural resources have become major concerns worldwide. In Malaysia, this issue is of critical concern to the Ministry of Energy, Green Technology and Water (MoEGTW). The Ministry has launched the Green Technology Policy to enable the adoption of green technology in Malaysia. This present study was undertaken to discover whether the adoption and enablement of green technology in Malaysia has affected the role of public relations practitioners. In addition, it has also aimed to identify the role of green public relations practitioners and their strategies in promoting green technology. Data was collected using the qualitative methodolgy of in-depth interviews. This data was then analysed using thematic analysis. This study’s findings indicate that the role of green public relations practitioners in Malaysia are chiefly as communications technicians and facilitators of green technology information. Despite this however, green public relations practitioners incorporate a range of public relations strategies that are less than comprehensive. In conclusion, this study shows that the adoption of new green technologies have not had a major impact on green public relations practice.
Keywords: Environment; green public relations; green technology; qualitative methods; thematic analysis.
ABSTRAK
Masalah alam sekitar seperti pencemaran, perubahan iklim dan sumber bahan yang terhad merupakan isu sejagat yang membimbangkan. Menyedari hal tersebut, Dasar-dasar Teknologi Hijau telah dilancarkan di bawah Kementerian Tenaga, Teknologi Hijau dan Air (KeTTHA) bagi memperkasakan penggunaan teknologi hijau di Malaysia. Kajian ini dijalankan bertujuan untuk mengetahui adakah pemerkasaan teknologi hijau dapat memberi impak dalam amalan perhubungan awam. Selain itu, kajian ini ingin mengenal pasti peranan dan strategi perhubungan awam hijau dalam usaha mempromosikan teknologi hijau. Data dikumpul menggunakan kaedah kualitatif melalui pendekatan wawancara mendalam (in-depth interview). Data dianalisis menggunakan kaedah analisis tematik. Dapatan kajian menunjukkan pengamal perhubungan awam hijau di Malaysia berperanan sebagai juruteknik komunikasi dan fasilitator komunikasi. Di samping itu, pengamal perhubungan awam hijau turut menerapkan pelbagai strategi perhubungan awam untuk mempromosi namun amalan dan strategi perhubungan awam yang digunakan masih kurang menyeluruh. Secara keseluruhan, kajian ini mendapati pemerkasaan teknologi hijau di Malaysia kurang memberi impak terhadap amalan perhubungan awam hijau.
Kata kunci: Alam sekitar; perhubungan awam hijau; teknologi hijau; kaedah kualitatif; analisis tematik
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