CONVEY MESSAGE DISTORTION: A SYNCHRONOUS AND ASYNCHRONOUS APPROACH TO EFFECTIVE AVIATION COMMUNICATION SERVICES

: The study focuses on message distortion in aviation communication services, seen from the problem of using the media both synchronously and asynchronously. In doing so, 65 articles from reputable international journals, international journals, and accredited national journals were analyzed. The constructivism paradigm involves multidisciplinary information systems, communications, and media services. Excellent service in aviation is hampered by message distortion from customer service and customers exchanging information because communication media is dominated by asynchronous communication. The combination of approaches using synchronous and asynchronous media bridges the problem of message distortion in aviation communication services. Message distortions include physical disturbances, semantic disturbances, cultural and language differences, no feedback, status or position level differences, and information overload between communicators and communicants.


| METHOD
The research uses the literature study method by reviewing and analyzing as many as 65 journal articles. The detailed sources of journals consist of reputable international journals, international journals, and accredited national journals. Data grouping was done by clustering the types of articles according to topic and year. The analysis was carried out according to topic clusters in accordance with the subthemes which became the framework for thinking in the research. The aim is to get answers to the phenomenon of message distortion in the world of aviation in Indonesia.

Message Distortion and Excellent Service
Today's communication services and organizations look very dynamic because of globalization, economic uncertainty, information and communication technology changes, social stage, political stage, and financial institutions continue to change drastically in response to the demands of the times. Given that the interactions within them are very complex in addition to the forces of global competition, organizations will depend on an effective communication process to achieve the goals set. Putra et al. (2020) believe one of the indicators that can measure the success of a service is the creation of excellent service. In Park et al. (2012), the combination of digital media is fully understood to stimulate changes in the field of service communication and especially in aviation communication. In practice, however, it needs to be clearly understood. While effective communication is a major prerequisite to achieving organizational goals in real work situations, modern management has encountered serious problems in this area.
A previous study proposed an empirical model to measure communication success using digital media. The elements in the model consist of four critical antecedents of relationship commitment (communication effectiveness, technical service quality, functional service quality, and trust) and then test the model using data points collected from two global companies. The study results reveal that trust is a strong mediator for commitment. Meanwhile, functional, not technical, service quality relationships are a more powerful mediator in shaping client trust (Dam.,& Dam, 2021).
However, seeing from the abovementioned concept, there is possibility of failure in excellent service using digital media. The problem that arises is message distortion, where meaning is cut when communicating the services in the service interaction process. Moreover, this happens in flight communications seen from customer service interactions and customers at the airport. The activities observed can be direct communication or indirect communication. Bovee (2013) asserts that different categories of staff abilities can produce a clear advantage over competitors. However, it requires a conscious communication approach. Communication plays a key role in ensuring effectiveness in management and organizations. Effective communication is where the sender's intent is achieved.  (Park et al., 2014) Message distortion can also be studied from the innovation diffusion frame. Information diffusion is usually modeled as a process in which irreversible information spreads through a network. However, in reality, the message is immutable but can change with each step, which has the potential to cause large cumulative distortions. This process can lead to misinformation even without bad actors, and understanding it is critical to modeling and improving online information systems. Controlled information through the use of media affects the effective dissemination of information (Anshelevich & Postl, 2016;Kempe, 2020;Ryabukha & Barannik, 2020;sembada., & Koyay, 2021;), which also contributes to control the effects of communication service. In Aviation communication, through careful manual coding, we annotate the lexical and semantic units in service to be the key to success. The message summarizing activity also has a negative impact due to the accumulation of errors, while a high-quality intermediate summary produces a less distorted message than situational control. Different types of information behave differently, particularly conclusions from customers or the most distorted image. The forms of distortion that often occur in aviation communication services include airport check-in counter service problems (Araujo & Repolho, 2015;Bruno & Genovese, 2010), service security (Abdoul Soukour et al., 2013) and service performance (Wei et al., 2020). From the problems mentioned above, each has dimensions according to the type of cause of message distortion. Several references state that the causes of message distortion in aviation communication services include physical disturbances (Santalova et al., 2019), language disorders (Dailidėnaitė & Volynec, 2017), cultural and language differences (Nijiati et al., 2020), no feedback (Nijiati et al., 2020), differences in status or position level (Jagiello & Hills, 2018), abundant information between communicators and communicants (Bowen et al., 2021).
Overall, human error is designated as the main cause of message distortion in aviation services. Caused the situation is only a supporting factor; the most important thing is understanding the communicator and the communicant in carrying out interactions and interpreting the message being distributed. First, physical disturbance can be seen in the physical condition of the two communicators. For example, when performing services, customer service or ticket counter guards are experiencing physical disturbances such as illness or similar conditions that occur to customers. It is possible to cut meaning in the interaction.
Second, language disorders are very likely to occur at the time of service. It contributes to the ineffectiveness of service communications. The meaning of the messages might lost if the communicant and communicator do not understand the language used. Third, cultural differences also contribute to the message distortion. This position occurs when the communicator and the communicant have different cultural backgrounds, as there has been a relationship within the perception between the two. Cultural perceptions that exist in each human might causing different levels of meaning. Fourth, the absence of feedback is interpreted as a lack of information, so there is no reciprocity in communication. From the void of action in communication, the meaning of the message is cut off. The possibility that occurs is that the communicant has ended the interaction, while on the other hand, the communicator is still trying to provide other information that is considered important.
Fifth, the difference in status or level applies if the communicant considers having a higher level than the interlocutor. So that the egalitarian position in the communication process never happened. This condition is very possible for distortion and even rejection of messages in interaction. Sixth, abundant information in the digital era, information that is abundant and not filtered effectively causes confusion for message recipients. The worst-case scenario is that not a single message is received despite many messages.
Meanwhile, message distortion that needs to be managed properly will hinder the excellent service process. Communication management is needed in service communications, especially in aviation communications. Excellent service is related to the communication management process; in the era of 5.0, digital media is needed to bridge communication problems in the service sector. Excellent service can be defined as a form of service that depends on customer reactions (Fida et al., 2020;Nunkoo et al., 2020;Ju et al., 2022), the organization's or company's reputation (Kiatkawsin & Sutherland, 2020), and customer retention (Windasuri, 2017).
Implementing excellent service in the digital era requires using reference media in decision-making (Setiyaningsih & Fahmi, 2019) and conditioning organizational culture (Mustaqim et al., 2021). If it is related to the problem of message distortion, it can be narrowed that message distortion can hinder the occurrence of excellent service. Thus, to get excellent service in aviation communication, communication actors have the task of reducing message distortion by minimizing the causes of message distortion (Fyshchuk & Vsyukova, 2020). So that the message is not distorted, the communicator and the communicant should be differ at the same point, namely, the position of accuracy in conveying the message. If this position is not achieved, the distortion will likely occur.

Synchronus and Asynchronous Approchesto Communications
The habit of communicating style by combining synchronous and asynchronous in all aspects of life brings opportunities for problems in aviation communication services. People are used to it, and it has become a new culture combining the two things for daily interactions. This position then facilitates the communication gap, which is only carried out directly in the interaction process (synchronous). Meanwhile, foreign chronological communication is carried out to facilitate and answer problems related to the timing of sending and receiving messages. Indeed, chronological asynchronous communication correlates with using media as an extension to create more effective communication.
Synchronous and asynchronous approaches can be seen from the example in aviation education; educators get more attention to synchronous online learning mode than synchronous online learning mode because Synchronous online learning, with advanced technology, provide equal opportunities for students to interact with lecturers and other students (Lakhal et al., 2017;Watts, 2016;Wediyantoro et al.,2020). Interaction and attention in communication increase in synchronous online media. For example, in the world of education, even though teachers and students do not meet face-to-face, they meet at the same time on a specific online learning platform to provide a real-time knowledge-sharing experience and immediately get answers to questions (Amiti, 2020; Buzzetto -More., 2007). Educators facilitate this interaction by utilizing synchronous meeting tools (SMTs) such as Zoom, Google Meet, and Microsoft Teams (Kohnke & Moorhouse, 2022). Zoom has several useful features to facilitate more communicative learning, including annotation tools, polls, breakout rooms, and video and screen sharing (Kohnke & Moorhouse, 2022). Furthermore, this can be adopted in-flight communication services at airports.
In contrast, the synchronous online learning environment demands the determination of the date and time of the instructor and student meeting, which makes it less flexible than the asynchronous learning environment, and this is contradictory to the spirit of online learning, which promises to learn anytime, anywhere, anyhow (Kohnke & Moorhouse, 2022;Riwayatiningsih & Sulistyani, 2020). In service, this can collaborate with synchronous and asynchronous at the same time in one interaction.  (Fahmi, 2020) In explaining synchronous and asynchronous positions, synchronous communication is still the main communication in conveying messages. In comparison, asynchronous is used as a complementary form of communication to strengthen further and confirm the message conveyed. Asynchronous tends to use digital media related to the ability of its users to utilize the media. The digital media that can be used to support communication services in aviation include Whatsapp, youtube, zoom meetings, google forms, google drive, and Gmail.
Based on the study of asynchronous learning environments, this approach does not provide the experience of direct interaction with friends and teachers like a synchronous learning environment. However, it gives freedom for students to access learning materials prepared by the instructor, such as audio, video, articles, handouts, and power points, on the e-learning platforms (Perveen, 2016). In addition, several types of assessment in an asynchronous learning environment are very useful, including 1) authentic and formative assessment, 2) project and process assessment, 3) evaluation of intellectual constructs based on knowledge management, and 4) evaluation of competencies, skills, and learning achievements, 5) feedback as an assessment modality, and 6) evaluation of virtual performance (Badilla Quintana et al., 2021). However, based on the explanation above, combining the two in communication practices at one time can provide complementary actions taken by communicators in the context of service to customers or communicants.

Effective Aviation Communication Services
Generally, in the study of effective communication, the communication process occurs well if the communicant and the communicator are at the same point, namely, using the media and interpreting the message according to the original purpose. For example, when employees in the service profit chain receive quality internal service, they provide quality service to external customers. This study supports the service climate as an integral part of the service profit chain by exploring its role in linking internal service management and external service performance and the boundary conditions in which it operates.
Based on a study by Lin et al. (2021), data from 538 employees from 81 department managers in 24 Chinese hotels were examined using hierarchical linear modeling. The results show that managers' commitment to provide quality of service affects service climate through empowering leadership, service climate relationships that empower leadership and service-oriented behavior of employees, and internal service quality of external departments which strengthens the positive effect of service climate on service-oriented behavior. This study advances the literature by