ANALISIS FEEDBACK MASYARAKAT MENGENAI AKTIVITAS DPD PARTAI GOLKAR SUMATERA SELATAN DI MEDIA SOSIAL

ABSTRACT

This study aims to analyze public feedback regarding the activities of the South Sumatra Golkar Party Regional Leadership Council (DPD) on Instagram, serving as a medium for political communication and outreach. The evolution of social media has transformed political communication patterns into more interactive exchanges, enabling the public to respond directly through various features available on Instagram. This research employs Lev Manovich’s "New Media" concept as a theoretical framework to analyze the utilization of Instagram including the use of hashtags, location tags, and various platform features and its role in political outreach, assessed through indicators such as account popularity, interaction volume, and content reach and viewership.A descriptive method with a qualitative approach was utilized. Data collection techniques included observation, interviews, and documentation. Research informants comprised key informants, supporting informants, and Instagram users who follow the South Sumatra Golkar Party DPD account. Data analysis followed the Miles and Huberman interactive model encompassing data reduction, data display, and conclusion drawing while data validity was verified through source and method triangulation.
The results indicate that the South Sumatra Golkar Party DPD Instagram account has served as a reasonably effective medium for political outreach. The use of Instagram features such as the Feed, Reels, Stories, captions, hashtags, and location tags has successfully supported the dissemination of political information to the public. Public feedback is evidenced by the number of likes, comments, and views, as well as other forms of interaction demonstrating public engagement with the party's activities. The account's growing popularity, rising user interaction, and extensive content reach and viewership demonstrate that Instagram functions as a political communication medium capable of fostering a relationship between the political party and the public. Nevertheless, the study also finds that optimizing content management and enhancing two way interaction are still necessary to further improve the effectiveness of political outreach via Instagram.

Keywords: Public Feedback, Instagram Social Media, Political Outreach, New Media, South Sumatra Golkar Party DPD.