Abstract:
Social media, particularly Instagram, has become an important digital communication
channel in highlighting local issues, including the band community in Medan City. This
study aims to investigate the content packaging methods used by the Instagram account
@anamatopecom in addressing local issues related to the Medan band community. The
approach used in this study is qualitative with a descriptive method, through data collection
that includes in-depth interviews, observation, and documentation of the @anamatopecom
account administrators. The analysis is based on the Electronic Media Management theory
by Pringle and Starr (2006), which encompasses four media management functions:
planning, organizing, influencing, and controlling. The findings reveal that
@anamatopecom implements a content packaging strategy with four key elements, namely
simple yet informative visual design, the use of friendly language that reflects the local
character of Medan, consistency in content presentation, and the selection of topics
relevant to the local band community. This strategy has proven effective in building a local
media identity and increasing audience participation.
