Content Strategy in Pandemic Communication: A Quantitative Content Analysis on the Ministry of Health Indonesia’s Instagram

Riski Damastuti; Kartika Sari Yudaninggar; Yulinda Erlistyarini

Content Strategy in Pandemic Communication: A Quantitative Content Analysis on the Ministry of Health Indonesia’s Instagram

Authors

Riski Damastuti Universitas Amikom Yogyakarta
Kartika Sari Yudaninggar Universitas Gadjah Mada
Yulinda Erlistyarini Universitas Amikom Yogyakarta

Keywords:

Quantitative Content Analysis, Content Marketing Matrix, Situational Crisis Communications Theory, Pandemic Communication

Abstract

Indonesia is among the countries that successfully managed the COVID-19 pandemic. This study aims to examine the content strategies employed by the Indonesian Ministry of Health through its official Instagram account @kemenkes_ri. Using a quantitative research design with content analysis as the method, a total of 202 posts were analyzed, selected from periods with the highest reported COVID-19 cases in Indonesia. The posts were examined using the Content Marketing Matrix framework and Situational Crisis Communications Theory (SCCT). Two coders were involved to ensure data reliability. The findings reveal that the Ministry of Health did not exclusively upload COVID-19 related content during the observed periods. In addition, educational content particularly posts promoting health protocol dominated the Ministry’s Instagram feed.

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Content Strategy in Pandemic Communication: A Quantitative Content Analysis on the Ministry of Health Indonesia’s Instagram