Content Analysis of Instagram by Indonesian Presidential Candidate 2024

Azharizman Rozie; Imam Riauan; Nurul Eka Oktalisa; Aini Maznina A.Manaf

Content Analysis of Instagram by Indonesian Presidential Candidate 2024

Authors

Azharizman Rozie Institut Pemerintahan Dalam Negeri Kalimantan Barat
Imam Riauan Universitas Islam Riau
Nurul Eka Oktalisa Universitas Islam Riau
Aini Maznina A.Manaf Department of Communication Science International Islamic University Malaysia

Keywords:

Content Analysis, Instagram, Presidential Candidate

Abstract

Globalization and new media era force to all people to use social media for promotion and socialization. All president candidate of Indonesia 2024 also use social media for presidential campaaign. This study aims to analyze the content of political messages on Instagram. The method used in this research is content analysis by identifying the characteristics of the message using Zhu and Bruno that categorization based Account Information, Quantified Impact, Video Content, and Video Form. Base on data, results show that the lowest number of Instagram followers with a total of 5.2 million on @prabowo account. The highest followers were 5.8 million @aniesbaswedan and the most posts were on @ganjar_pranowo. In particular, the number of likes of all the videos analyzed is over 2,028,252 with a minimum total likes of 6,306; the maximum total likes is 132,712 with an average total of 29,342 and the median value of the number of likes is 27,016 and the total number of likes is 2,028,252. The total number of comments received was 42,420, with 55 being the lowest and 6,345 being the highest. Eighty-four videos received 616 or more comments; on average each video gets 650 comments. Furthermore, the total number of views or impressions is 23,728,921 with details of the lowest 65,351 and the highest 1,513,648 then the total average number of video views is 299,719 with a total median value of 232,836.

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Author Biography

Aini Maznina A.Manaf, Department of Communication Science International Islamic University Malaysia

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Content Analysis of Instagram by Indonesian Presidential Candidate 2024