ANALISIS STRATEGI PENGEMASAN KONTEN @ANAMATOPECOM DALAM MENGANGKAT ISU LOKAL MEDAN DI INSTAGRAM

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.