ANALISIS MULTIMODAL PENGGALANGAN DANA BANTUAN UNTUK BENCANA BANJIR DAN LONGSOR SUMATRA TAHUN 2025 PADA AKUN INSTAGRAM @IRWANDIFERRY

Abstrak

This study aims to uncover the multimodal meaning-making mechanism behind the campaign in constructing disaster urgency and collective identity of the audience. Using a qualitative approach, this study applies multimodal discourse analysis combining visual grammar and audio semiotics to eleven selected posts. The results indicate that the successful mobilization of donations is achieved through synergistic intersemiosis. Crisis urgency is built through a combination of empathy-evoking damage visuals, statistical data narratives providing rational validation, and audio support escalating the emergency. Collective identity and public trust are visually engineered through communicator authenticity, layout transparency, and symbols of national solidarity. This study concludes that an effective digital philanthropy campaign synergizes all semiotic elements to simultaneously stimulate logical and emotional persuasion routes of the audience, thereby transforming passive sympathy into concrete action.

Kata kunci

• Filantropi Digital
• Instagram
• Komunikasi Krisis
• analisis multimodal
• persuasi