Refleksi Citra Universitas Dian Nuswantoro Melalui Unggahan di Akun @udinus_smg
Abstract
Instagram has a role for the purpose of personal branding and company branding. Educational institutions use Instagram to inform the activities and achievements as a form of digital promotion. Dian Nuswantoro University is the third best private university in Indonesia and has been using Instagram with an account @udinus_smg since 2016. This research was conductedelv with the aim to describe the reflection of the image carried out by Dian Nuswantoro University through its upload on the Instagram account @udinus_smg during 2017 until 2018. The method used in this research is content analysis. The results showed that in 2017 there were 202 uploads and in 2018 there were 351 uploads. Based on the imaging dimension, content in 2017 contains more of it than in 2018. The dominance of the imaging dimension that appears on the @udinus_smg is at the relationship level, namely: 201 uploads in 2017 and 74 uploads in the year 2018.
Keyword: instagram, image dimensions, relationship
ABSTRAK
Instagram memegang peranan penting di ranah tujuan personal branding dan company branding. Institusi pendidikan menggunakan instagram untuk menginformasikan kegiatan dan prestasi yang diperoleh sebagai bentuk promosi digital. Universitas Dian Nuswantoro merupakan Universitas Swasta terbaik nomot tiga se-Indonesia dan menggunakan instagram dengan nama akun @udinus_smg sejak tahun 2016. Penelitian ini dilakukan dengan tujuan untuk mendeskripsikan refleksi citra yang dilakukan Universitas Dian Nuswantoro melalui unggahan-nya di akun instagram @udinus_smg pada tahun 2017 dan 2018. Metode yang digunakan dalam penelitian ini adalah analisis isi. Hasil penelitian menunjukan bahwa pada tahun 2017 terdapat 202 unggahan dan pada tahun 2018 terdapat 351 unggahan. Berbasis pada dimensi pencitraan, konten di tahun 2017 lebih banyak memuat dimensi pencitraan daripada tahun 2018. Dominasi dimensi pencitraan yang muncul dalam unggahan di akun @udinus_smg berada pada tataran relationship, yaitu: sebanyak 201 kali unggahan di tahun 2017 dan sebanyak 74 kali unggahan pada tahun 2018.
Kata Kunci: instagram, dimensi citra, relationship
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References
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