Leadership Representation and Audience Meaning Negotiation in Government Instagram Communication
DOI:
https://doi.org/10.30587/innovation.v7i2.12523Keywords:
ggovernment social media, digital political communication, leadership representation, institutional framing, audience decodingAbstract
ABSTRAK
Perkembangan media sosial pemerintah telah mengubah komunikasi politik dari proses penyampaian informasi menjadi ruang tempat makna institusional dibangun dan dinegosiasikan. Penelitian ini bertujuan untuk menganalisis bagaimana representasi kepemimpinan dibangun melalui komunikasi pemerintah di Instagram serta bagaimana audiens menegosiasikan makna yang terdapat dalam pesan institusional. Penelitian ini menggunakan pendekatan analisis isi kualitatif interpretatif dengan menganalisis satu artefak komunikasi Instagram yang dipublikasikan oleh akun resmi Sekretariat Kabinet Republik Indonesia terkait peringatan HUT ke-81 Republik Indonesia. Analisis dilakukan terhadap elemen visual dan tekstual, strategi framing institusional, serta respons audiens dengan menggunakan perspektif encoding/decoding. Hasil penelitian menunjukkan bahwa representasi kepemimpinan dibangun melalui kombinasi elemen visual, tekstual, dan simbolik yang menekankan visibilitas, kedekatan, serta hubungan antara pemimpin dan masyarakat. Penelitian ini juga menemukan bahwa komunikasi institusional membingkai kepemimpinan melalui narasi keterlibatan publik, identitas nasional, dan hubungan sosial. Namun, audiens tidak menafsirkan makna tersebut secara seragam karena hal itu menghasilkan pembacaan dominan-hegemonik, negosiasi, dan oposisi. Penelitian ini berkontribusi pada kajian komunikasi politik digital dengan menunjukkan bahwa Instagram pemerintah merupakan ruang negosiasi makna tempat representasi kepemimpinan terus diproduksi, ditafsirkan, dan diperdebatkan.
Kata kunci: media sosial pemerintah; komunikasi politik digital; representasi kepemimpinan; framing institusional; decoding audiens
ABSTRACT
The development of government social media has transformed political communication from a process of information dissemination into a space where institutional meanings are constructed and negotiated. This study examines how leadership representation is constructed through government communication on Instagram and how audiences negotiate the meanings embedded in institutional messages. Employing an interpretive qualitative content analysis approach, this study examines an Instagram communication artifact from the official account of the Cabinet Secretariat of the Republic of Indonesia related to the 81st Anniversary of the Republic of Indonesia. The analysis focuses on visual and textual representations, institutional framing strategies, and audience responses through an encoding/decoding perspective. The findings demonstrate that leadership representation is constructed through visual, textual, and symbolic elements emphasizing visibility, accessibility, and citizen connection. The study further reveals that institutional communication frames leadership through narratives of public engagement, national identity, and relational connection. However, audience responses show that these meanings are not interpreted uniformly, as audiences produce dominant-hegemonic, negotiated, and oppositional readings. This study contributes to digital political communication research by positioning the government's Instagram as a negotiated meaning environment in which leadership representations are continuously produced, interpreted, and contested.
Keywords: government social media; digital political communication; leadership representation; institutional framing; audience decoding
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