PEMANFAATAN INSTAGRAM SEBAGAI MEDIA KOMUNIKASI PUBLIK PEMERINTAH KABUPATEN KARAWANG: Analisis Multimodal Akun @tanggap.karawang

Abstrak

This study aimed to analyze how the Instagram account @tanggap.karawang was utilized as a public communication medium by the Karawang Regency Government through a multimodal analysis approach. The study employed a qualitative approach using multimodal analysis based on Kress and Van Leeuwen’s visual grammar framework, including representational meaning, interactive meaning, and compositional meaning. The data were obtained through observation of Instagram posts selected using purposive sampling based on their relevance to the research focus. The findings showed that Instagram content constructed public communication meaning through the integration of visual and verbal elements. In representational meaning, the posts were dominated by narrative representations depicting officers’ activities in responding to public complaints related to public infrastructure. In interactive meaning, communication was constructed through the use of offer gaze, positioning audiences as observers of public service processes, making the content primarily informative. Meanwhile, in compositional meaning, the presence of officers, problem conditions, visual texts, and captions clarified the context of government responses. This study showed that Instagram was used not only as an information dissemination medium, but also as a public communication medium in presenting follow-up actions to public complaints through visual and verbal elements.

Kata kunci

• Instagram
• Multimodal Analysis
• Public Communication
• Visual Grammar
• pemanfaatan instagram